Edme-François Gersaint

Who was Edme-François Gersaint?

Edme-François Gersaint was a Parisian marchand-mercier who was a central figure in the development of the art market and the luxury trades during the era of the Régence and the rule of the rococo style. His shadowy figure has always been connected with his caring friendship with the dying Antoine Watteau, which resulted in the familiar shop sign painted in 1720, conserved at Charlottenburg, a masterpiece that provided publicity for Watteau as much as for Gersaint himself, but he had to wait until 2002 for his first in-depth biography. For his whole career, Gersaint presided from his cramped boutique, hardly more than a permanent booth with a little backshop, on the medieval Pont Notre-Dame, in the heart of the heart of Paris, both creating and following fashion as he purveyed works of art and luxurious trifles to an aristocratic clientele, an artistic creator in his own way.

Gersaint was from a Burgundian merchant family recently settled in Paris. He began his career in 1718, purchasing the stock-in-trade and inheriting the clientele of a picture dealer on the Petit Pont, Antoine Dieu Au Grand Monarque, with a modest capital.