Combining banking expertise with a passion for collecting and supporting young artists, Serge Tiroche has been introducing innovative collecting models for over a decade.

In March 2024, START by Serge Tiroche opened a new show-room in the Jaffa Flea Market where it showcases works from the Israeli collection as well as from the Africa First collection. The multi-purpose space boasts more than 400 artworks on exhibit in an open storage format with 25 large double sided sliding walls. Approximately half the works are by African and Diaspora artists.

Our Artsy page features a curated selection of exceptional works, primarily by mid-career artists who are less commonly found on the platform. These pieces are offered at attractive prices. Explore our evolving collection here!

Africa First was founded by Serge Tiroche in 2017 as a platform to support and promote Contemporary Art from the continent. An active collector of African Contemporary art for over a decade, he decided to focus his private collecting and residency program on emerging artists from Africa and its diaspora.