Impressionist Vincent Van Gogh died penniless, mad and unappreciated yet today his paintings are worth millions of pounds.

While they have yet to discover the next Van Gogh, the proprietors of a new Whetstone art gallery have vowed to protect his or her interests.

"People must understand that they have got to value talent in the community," explains artist and gallery owner Nikki van der Zyl.

"Artists have been exploited through the generations. They can be very humble and don't ask the right prices for their work."

Mrs van der Zyl and business partner and fellow painter Annette Blazeby this week launched their new enterprise, Artists Inc The Gallery, in Oakleigh Road North, Whetstone.

With work from already world-renowned artists such as Barnet sculptor John Sommerville alongside that of relative unknowns, they hope to cater to all tastes, while encouraging borough talent.

"There are lots of outlets already for amateur painters, we have a gallery where the artists are going to be valued," Mrs van der Zyl added.

"That means putting a price on them that is fair to the artist and fair to the collector."

For more information contact 020 8445 2789.