Approaching a gallery is often the most nerve-wracking part of an artist's career. It feels like an audition, but in reality, it should feel like a business proposal. A gallery is looking for a partner—someone whose work they believe in and whose professional habits make them easy to work with.
One of the most common questions we get here at Artsumé is: "How do I actually start the conversation with a gallery?"
Approaching a gallery is often the most nerve-wracking part of an artist's career. It feels like an audition, but in reality, it should feel like a business proposal. A gallery is looking for a partner—someone whose work they believe in and whose professional habits make them easy to work with.
If you're ready to move from the studio to the showroom, here is the Artsumé guide on how to approach a gallery with confidence and tact.
Approaching galleries is a skill that improves with practice. Create your free Artsumé profile to build your professional presence and make your work discoverable by galleries actively looking for new talent.
Quick Answer
Key Takeaways
Before diving into the "how," it's helpful to understand what galleries are looking for and what constraints they operate under.
Remember: A "no" or no response isn't a critique of your talent. It's often about timing, fit, or capacity. Keep making work and building your practice—the right opportunity will come.
Before you send a single email, you must ensure the gallery is the right home for your work. Sending abstract oil paintings to a gallery that specializes in hyper-realistic sculpture is a waste of everyone's time—and damages your professional reputation.
Check the Roster: Does your work complement the other artists they represent?
Check the Price Point: Is your work in a similar price bracket to what they currently sell?
Check the Submission Policy: Visit their website's "About" or "Contact" page.
Check Their Program:
Check Their Location and Reach:
Sending work to galleries that clearly don't fit your practice wastes everyone's time and can damage your reputation. Do your research first—quality over quantity when it comes to gallery outreach.
Before reaching out, ask yourself:
If you can't answer "yes" to most of these, keep looking. The right fit matters more than any single opportunity.
The best way to approach a gallery is to already be a familiar face. This is the "long game," but it has the highest success rate. Building relationships before you need them is the most effective strategy.
Don't go to pitch your work; go to support theirs.
What to do:
What not to do:
The goal: Become a familiar face so that when you do reach out, they recognize your name and remember you as someone who supports their program.
Follow the gallery and their artists on Instagram. Leave thoughtful comments—not generic "great work!" but genuine engagement.
Best practices:
The follow-back: Sometimes a simple digital encounter (following a gallery you genuinely respect) can lead to a gallerist clicking your profile and seeing your work. Make sure your profile is polished and professional.
Often, a gallery will look at you because one of their current artists mentioned your name. Focus on building your local artist community.
How to build peer relationships:
The referral: When a gallery's current artist recommends you, you're no longer a cold submission—you're a warm introduction. This dramatically increases your chances.
The "soft approach" takes time but has the highest success rate. Focus on building genuine relationships and supporting the community. When you're ready to reach out, you'll already have a foundation of familiarity.
If a gallery accepts submissions or you've had a brief "soft" encounter, it's time for the formal introduction. Your email should be concise, professional, and link-heavy.
Subject Line: Keep it simple and clear.
The Hook: Mention why you are contacting this specific gallery.
The Body: 2–3 sentences about your current body of work and any recent career highlights.
The Call to Action: Ask for something specific.
Links: Make it easy for them to see your work.
Subject: Artist Submission: [Your Name] - [Medium]
Dear [Gallery Name] Team,
I'm reaching out because your program's focus on [specific theme/approach] aligns with my practice exploring [your theme]. I've followed [specific artist/exhibition] and was particularly drawn to [specific reason].
My work [brief 2-3 sentence description of current practice]. I'm currently working on [current project/series]. Recent highlights include [1-2 recent exhibitions, residencies, or awards].
I'd be grateful for the opportunity to share my work with you. Would you be open to a studio visit or portfolio review?
Best regards,
[Your Name]
[Link to Website/Artsumé Profile]
[Link to Instagram - if professional]
[3-5 images attached - small file size]
Keep your email under 200 words. Galleries receive hundreds of emails weekly. Respect their time, and they're more likely to respond. Create your Artsumé profile to make it easy for galleries to view your complete portfolio with one click.
If you've met a gallerist before or they've seen your work at a group show, you don't need a "pitch"—you need an update. This keeps you on their radar without being pushy.
Subject: Update from [Your Name] / New Work from [Studio Name]
Hi [Gallerist Name],
I hope you're having a great season. I'm reaching out because I've just completed a new series of works titled "[Series Name]" that builds on the themes of [Theme] we discussed at [Event/Last Meeting].
[Brief 2-3 sentence description of the new work and what's different or significant about it.]
I've attached a few images below and updated my [website/Artsumé profile] with the full portfolio. I'd love to hear your thoughts, and if you're in the [City] area soon, I'd be happy to host you for a brief studio visit to show you the pieces in person.
Best regards,
[Your Name]
[Link to Website/Artsumé Profile]
[Link to Instagram]
[3-5 images attached]
Do:
Don't:
Update emails are about staying visible, not making sales. Keep galleries informed about significant developments in your practice. When the timing is right and they have capacity, they'll remember you.
To maintain your professional reputation, avoid these common pitfalls:
Don't badmouth other galleries: Even if you've had negative experiences, keep it professional. The art world is small, and word travels.
Don't lie or exaggerate: Be honest about your experience, exhibitions, and achievements. Galleries will verify, and dishonesty destroys trust.
Don't be unprofessional online: Your social media presence matters. Keep it professional, especially if galleries follow you.
Don't ignore their response: If a gallery responds (even to say no), always reply professionally and thank them for their time.
Your professional reputation is everything. One bad interaction can close doors. Always be respectful, patient, and professional—even when you're frustrated or disappointed.
Following up is important, but timing matters. Here's how to do it right:
Keep it brief:
Hi [Name],
I wanted to follow up on my email from [date] about [brief reminder]. I know you're busy, so I'll keep this brief.
[One sentence update if relevant]
Thanks for your time,
[Your Name]
Don't:
If a gallery:
Move on. There are other galleries. Don't burn bridges, but don't waste energy on dead ends.
Before you approach galleries, make sure your professional presence is polished:
Your Website or Artsumé Profile:
Your Social Media:
Your Materials:
Create your free Artsumé profile to build your professional presence in one place. Your profile includes your portfolio, CV, artist statement, and makes it easy for galleries to discover and review your work.
Not all gallery outreach happens through email. Consider:
Art Fairs: Many galleries attend art fairs. If you're showing at a fair, galleries may discover you there.
Open Calls: Many galleries post open calls for exhibitions. Apply—it's a way to get your work in front of them.
Curator Introductions: Curators often have relationships with galleries and can make introductions.
Collector Connections: Collectors who buy your work may introduce you to their galleries.
Residencies: As mentioned in our gallery representation guide, residencies are scouted by galleries.
Loading opportunities...
The most important thing to remember is that a "No" or a lack of a response isn't a critique of your talent—it's often just a matter of timing or "fit." Keep producing work, keep showing up to openings, and keep your digital portfolio polished.
Key takeaways:
Gallery representation is a long game. Focus on your practice, build your community, and stay visible. When the timing is right and the fit is genuine, opportunities will come.
Make Your Work Discoverable
Before you approach galleries, make sure your professional presence is polished and discoverable. Create your free Artsumé profile to showcase your work, build your CV, and make it easy for galleries to find and review your practice.
Many galleries use Artsumé to discover new talent. Make sure you're visible when they're looking.
Create your professional artist profile on Artsumé. Showcase your work, build your CV, and make yourself discoverable to galleries. Free to get started.
Remember: Approaching galleries is a skill that improves with practice. Focus on your work first, build your community, and stay professional. The right opportunities will come when the timing and fit are right.
Create your professional artist CV and portfolio in minutes with Artsumé.
Compare digital and physical artist portfolios. Learn when each format serves best and how to maintain both for different professional contexts.
Learn effective strategies for organizing your artist portfolio. Discover how to sequence work, create series groupings, and tailor presentations for different opportunities.
Learn how to prepare your portfolio for grant and residency applications. Understand what review panels look for and how to present your work effectively for funding opportunities.