Approaching Galleries for Representation
Galleries play a vital role in the art market. They already have an established clientele, a loyal customer base, and a physical presence in their communities. They also manage much of the marketing and business side for the artists they represent. Gallery owners and staff are professionals whose goal is to promote the visual arts and sell artwork.
If selling through galleries is part of your strategy, it’s important to know how to approach them the right way. Even when you’re confident in your work, initiating that first conversation can feel intimidating. Gallery staff are used to interacting with creative personalities, so be your authentic self, but also be professional. A little planning can go a long way toward making a good impression.
Research First
Start by researching galleries in your area. Visit their websites and note whether they include submission information. If they do, pay attention to the details. Make a list of potential galleries and plan to visit them in person, not to pitch your work yet, but to observe and get a sense of fit.
While you’re there, look around objectively and ask yourself:
What’s the gallery’s overall vibe?
Would your work fit in here?
Do they exhibit and sell work similar to yours?
How is the art displayed and presented?
Does the staff seem professional, friendly, laid-back, and what style do you prefer?
Remember, this first visit is purely research. This process isn’t just about getting your work on the wall; it’s about finding the right professional relationship for your art to thrive. Each gallery visit teaches you something about where your work belongs and how you want to grow.
If a gallery doesn’t include submission information on its website, ask a staff member about the process. Listen carefully, take notes, thank them, and leave.
What Not to Do
There are a few common mistakes to avoid when visiting a gallery:
Don’t bring your artwork for “show and tell” without an appointment.
Don’t offer to show photos of your work on your phone.
Don’t offer to leave materials unless a staff member specifically asks for your business card.
Moving Forward
After visiting several galleries, you’ll start to sense which ones might be the best fit for your work. Aim high - identify your dream galleries, and then work your way down your list. Depending on your area, you should have 4 or 5 galleries chosen.
When you’re ready, gather your submission materials, take a deep breath, and call to make an in-person appointment. Email may be more in your comfort zone, but unless a gallery has specifically requested email submission, it’s likely that yours will be overlooked, or read and forgotten.
Be patient with the process and stay curious. Every conversation builds confidence and connection, even if it doesn’t lead to representation right away. The more intentional you are with your approach, the more likely you’ll find a gallery partnership that values your work as much as you do.
The right gallery will recognize your professionalism and your passion.