London Auctions: Bidding for success

London Auctions: Bidding for success

Sameer Mahomed

Under new owner Sameer Mahomed’s visionary leadership, London Auctions is striking out in an exciting new direction

Sameer Mahomed, the owner of London Auctions, is a man with a seriously impressive curriculum vitae. Having trained as a chartered accountant in his native South Africa (he came to the UK 11 years ago), Sameer worked for Deloitte in Johannesburg, Los Angeles and London advising blue chip clients across a wide range of business sectors.

Subsequently, he joined ex-Dragon James Caan’s venture capital company, overseeing the investment portfolio from the Den, and then founded his own management consultancy, delivering strategic support to small and medium-sized enterprises. So, with that track record (and that’s only part of it) why, I wonder, is Sameer running a Chiswick auction house?

‘I must admit, I don’t have any background in auctions or antiques,’ he says. ‘And, at times, it’s been quite daunting. However, as a turnaround specialist, I knew I could apply my skills here. I love the challenge of making a failing business successful.’
Bargain Hunt Anita Manning London-Auctions-Chiswick-W4
Sameer with Bargain Hunt’s Anita Manning

In its previous incarnation (as High Road Auctions) the auction house was heading for liquidation before Sameer stepped in. He believes that his lack of experience has, in fact, proved a distinct advantage. ‘I had no pre-conceived ideas; that meant I could look at the whole operation with a fresh eye.

‘My priority was to resurrect the core auction business. We have a new team of valuers and auctioneers who combine specialist expertise with broad knowledge across many fields. Most importantly, if they’re not sure about an item they’ll say so and undertake further research. We want to be fair; the vendor must get the highest possible price and the buyer must get value for money.’

Presentation and display was an area that demanded a radical re-think. Sameer has a clear vision for London Auctions – and it is definitely not one of a cold salesroom with a pile ’em high sell ’em cheap ethos. ’We’ve got a fantastic space which allows us to showcase everything in a beautiful way with a clear focus on interiors and design.

‘We put on a completely new window display every weekend and, inside, my aim is to create a comfortable, relaxed environment in which people can browse at leisure, meet up with friends, eat and drink in our new L’Art Café (it is re-opening in September) and enjoy the experience.’

Always looking to innovate, Sameer has ambitious plans. Complementing the weekly general auctions, there will be more specialist sales and he also intends to convert some space into a ‘buy it now’ retail platform. ‘That means there’ll always be new things to see and buy which, in turn, will keep the sale room active seven days a week,’ he explains. ‘Also, we’ll be hosting more one-off local arts and culture events; we’ve already held a Chinese calligraphy masterclass and had an artist working in the window.’

For Sameer, it’s all part of his drive to attract a new, younger generation to the auction house. ‘I want to make us a community hub and talking point. If you want to furnish a home at an affordable price, you can do it here; if you want to start collecting art, silver or luxury items such as watches, jewellery and handbags, you can do it here. I believe London Auctions is setting itself apart and is Chiswick’s local boutique auction house.’

London Auctions
30-34 Chiswick High Road, W4 1TE
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London Auctions, Chiswick Auctions, Auctions, Chiswick Locals, Sameer Mahomed, Chiswick W4, Chiswick, W4, L’Art Café, Cafes

About Editor

Online editor at Keep Things Local


The company publishes four flagship magazines (Chelsea Locals, Chiswick Locals, Richmond Locals and Hammersmith Locals) with more launches planned in London and across the UK. The prime focus of each of these quarterly magazines is to showcase and support the independent traders and small businesses who do so much to give these areas their individual retail character and community spirit. This is achieved through dedicated advertorials which are written, designed and photographed by an experienced team lead by Neil McKelvie.

In every issue, these advertorials are complemented by feature articles which turn the spotlight on different aspects of neighbourhood life and interviews with notable local figures.In addition to appearing in the magazines, every advertorial is also published in the Keep Things Local newsletters, on the website and on social media. Get in touch to be featured in our Summer, Autumn, Winter and Spring issues.

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