From Star Trek Memorabilia to Diana’s Dresses. He’s Gavelling in the Next Generation of Auction Buyers.

A fury of fast and frequent bidding appeared to take auctioneer Kody Frederick by surprise at June sale of Princess Diana’s dresses and other memorabilia from the royal family

At one point, the bidding for a Catherine Walker evening gown worn by the late Princess of Wales blew past an original estimate of US$100,000 to US$200,000, topping out at US$450,000 with Frederick ultimately calling it “a moment of moments.”

“You have to give people a minute to breathe when you’re talking about hundreds of thousands of dollars per bid,” he says about the auction.

That event continued to rack up records, including the US$910,000 sale of another dress, and it demonstrated not only a rise in the relevance of cultural memorabilia as a category, but Frederick’s quick ascent among auctioneers.

Although on the younger side of the current auctioneer crop, at age 40, and with just two years of experience with gavel in hand, Frederick is finding himself running sales in new categories and welcoming in a new set of auction buyers.

“So much of this stuff has never come to auction, so it really is a first time [opportunity],” he says.

Frederick, who is based in Los Angeles, is not a career showperson. Prior to attending auctioneering school in Indiana, he was working in production for Disney+, and didn’t even have auctioneering on his radar until a colleague suggested he check out the profession while looking for work. He joined Julien’s in April 2020.

“My start date was supposed to be the day California went into lockdown, but it was delayed a month because of that,” he says.

Frederick ran his first auction in September 2021, selling low-value music memorabilia in a largely empty room where the top-selling item (a commemorative guitar) went for US$2,880.

“Ninety percent of our bidding takes place online, so being able to communicate to online bidders in the moment is always the challenge,” he says. “Creating the sense of excitement is challenging, and the personality is more important than the medium.”

He would continue to work his way up through various Julien’s sales until he found himself selling a signed Banksy painting in March 2023. The item was the marquee lot of a larger contemporary art sale, and had an original estimate of US$600,000 to US$800,000. The hammer price topped out at just over US$2 million.

“We had bidders in the room and put an event around it,” he says.

Frederick says it’s important to see in the room who’s bidding and in which order the bids are coming in, especially in high-value, high-volume sales.

Frederick leads a sale of music memorabilia at the Hard Rock Cafe in New York.
Courtesy of Julien’s Auctions

“I have to keep things as close to real time as possible, and make sure there’s no disconnect between bidding and the auctioneer,” he says.

Much of what Julien’s sells falls into new or emerging auction categories—music memorabilia, pop culture artefacts, or modern art pieces that newer buyers connect to in ways that traditional areas (like classic art or wine) don’t.

Frederick will run an auction this fall featuring original Star Trek items and a separate event selling a significant guitar played in 1993 by the late Eddie Van Halen. Both sales could potentially resonate with those who haven’t spent much time in the auction world.

“It’s easier to convey value when an item has strong cultural significance,” he says. “A lot of what we sell has stories.”

A new investment fund targeting celebrity-founded consumer brands has secured US$40 million in commitments and is rapidly approaching its US$50 million fundraising target, signalling growing investor appetite for alternative opportunities beyond traditional asset classes.

The Global Talent Fund, which has a maximum raise of US$100 million, focuses on building and investing in consumer businesses alongside celebrities, athletes, and influential personalities who play an active role as co-founders rather than simply endorsing products.

The strategy is based on the belief that changes in consumer behaviour, particularly the rise of social media and digital engagement, have fundamentally altered how brands are built and scaled.

GTF founding partner Jeremy Hunt, who is helping lead the fund’s strategy, said consumers increasingly feel connected to personalities they follow online and are more willing to support products developed by those individuals.

“Consumers are searching for content to engage with, and when a celebrity they like or follow takes them on the journey of creating a product or brand, they genuinely feel part of that process,” he said.

The fund is targeting high-growth consumer sectors including wellness, hydration, beauty and recovery, areas Hunt believes continue to benefit from strong global demand and ongoing innovation.

Rather than backing celebrity endorsement deals, the fund is seeking businesses where talent is deeply involved in product development, brand creation and long-term growth.

According to Hunt, authenticity remains one of the biggest differentiators between successful celebrity-backed brands and those that fail.

“The consumer can see clearly if someone is simply being paid to promote a product,” he said. “The winners are typically the brands where the celebrity has genuinely helped build the business from the ground up.”

The model has attracted support from several prominent Australian investors and business families, reflecting broader interest in alternative investments with global growth potential.

Hunt said consumer brands offered a level of tangibility that many investors found appealing.

“Consumer brands are what we touch, feel, smell and taste every day,” he said. “Our investors understand the growth potential in the model, but they also want to be part of the journey.”

The fund’s rapid progress towards its fundraising target comes amid growing recognition that celebrity influence, when combined with strong commercial execution and scalable business models, can create significant enterprise value.

With several high-profile celebrity-founded businesses generating billion-dollar exits in recent years, supporters of the strategy believe the opportunity remains in its early stages.

From Star Trek Memorabilia to Diana’s Dresses. He’s Gavelling in the Next Generation of Auction Buyers.

With US$40 million already committed, the Global Talent Fund is attracting investor attention with a strategy focused on building globally scalable consumer brands alongside high-profile talent.