For many artists, the idea of reaching out to galleries feels daunting. Submission guidelines can be long, intimidating, and sometimes contradictory. Should you write a detailed letter about your artistic journey? Should you address the curator by name? Should you create a custom package for each gallery?
In reality, most of the elaborate effort doesn’t matter as much as we imagine. What truly counts is your portfolio.
The Portfolio Speaks First
When a gallery owner or director considers an artist, the decision always comes down to the artwork. A strong, well-organized portfolio will capture attention in a way no cover letter ever could. Collectors aren’t buying résumés or carefully worded emails—they’re buying art. And gallery staff are trained to spot work that will resonate with their clientele.
That means the images you present and how you present them are critical. High-quality photographs, clear details, and a professional layout will do more to advance your cause than paragraphs about your background.
If you need help creating or refining your portfolio, I’ve shared a step-by-step resource here: Digital Portfolio Challenge: Step-by-Step Guide for Creating Your Own Digital Portfolio.
Keep It Simple and Professional
When approaching galleries, think of your introduction as a doorway. It should open easily, without resistance. A short, professional email that introduces you as an artist and points to your portfolio is enough.
Overly personal anecdotes, long explanations, or effusive compliments about the gallery aren’t necessary. They can even get in the way of what matters: showing your work. Brevity and clarity are a sign of professionalism—and they respect the gallery’s time.
Submission Guidelines Aren’t the Final Word
Many galleries publish specific submission guidelines, and they often sound firm: “Incomplete submissions will not be reviewed.” While it’s smart to be respectful of their stated preferences, don’t let rigid instructions discourage you from submitting.
The truth is, no gallery is going to dismiss a portfolio of compelling work simply because it arrived without a PDF résumé or a certain file naming format. If your work excites them, they’ll be in touch regardless.
That’s why it’s more effective to focus on getting your portfolio in front of as many galleries as possible rather than laboring over tailoring each submission to perfection. A systematic approach, sending to many galleries, creates far more opportunity than chasing the illusion of the “perfect” submission.
The Bottom Line
Approaching galleries is about clarity and consistency. A clean, professional introduction paired with a strong portfolio will accomplish far more than ornate letters or perfectly executed guidelines.
In the end, what really matters is your work—and making sure it’s seen.
great
everyone’s perception of those words is different
so let the viewing of the work begin
Almost every gallery on their website state that they are not accepting artists submissions. Is there a way around this?
create your own gallery space. its not all that difficult.
How? Like a website no one looks at?
If there are galleries you’d like to be in, drop by and look around. When someone greets you, mention that you’re browsing for inspiration, tell them which pieces you like and why. Often, they’ll ask if you’re an artist…that’s your chance to introduce yourself and share your work. Offer a business card and ask if they’d like to see what you do. If they are curious to see, show a few images on your phone, you’ll quickly know if they’re interested. I recommend having a website and some kind of social media presence before approaching any galleries.
In Seattle, galleries and shop owners state they will not open attachments. So my nice pdf portfolio (thanks to Jason) is going unseen and I have to resubmit with photos directly in the email. Is anyone else experiencing this?
Maybe you can provide a link to your portfolio in your email text?
Don’t bother submitting to galleries that aren’t a “fit” for your art in terms of style, subject matter, price. And mostly style. Your submission will merely get round-filed. Try to think in terms of their business, which is selling. Do you see a niche in their group of artists in which your art could fit? An empty slot which you could fill? Call their attention to it. Tell them that this is the place that you believe your art belongs in their gallery, and arrange your portfolio accordingly. This will tell them that you have been thoughtful and businesslike AND are a good artist – a rare combination, and much better to work with. I write from almost 50 years as an art dealer and consultant to artists, and quite a few of those as a working artist myself. Good luck to you all.
My current work (for the past 18 years) is not what you’d find in most galleries. It’s hard to explain that it would be a great “fit” or fill a “niche”. …or, “be a wonderful addition to your current collection” . My work sells but sells at festivals and similar summer art shows. I’ve received many awards from small membership style shows (once a year types) but that doesn’t help. This is a constant problem when I call on galleries–even trying to set up appointments to show my work is cause to pull out my hair. I have made so many visits, using the introductions–adding a digital portfolio-which can be difficult to show on a tiny phone, (and no gallery I’ve sent this to will accept this digital portfolio as an attachment to my resume etc.) or trying to have a nice conversation ( IF you can get anyone to react to your being there) and I’ve tried carrying a sculpture with me– but no good news. Often, a preset appointment means nothing.
…and, most galleries I contact tell me to wait until the end of the year (or a period when they begin their annual reviews) and they will only accept submissions by a strict format.
So, it’s not just the digital portfolio that is important…My work is wonderful and yet still is very difficult to introduce to those certain galleries. I have tried so many angles it’s just too difficult.
I was wondering about he PDF image submission as well. Yes, thanks for the feedback and direction Jason. I was preparing to sent it out in a new round of submissions. Is anyone willing to open an attactment from an unknown person anymore? I will try an craft a submission with embedded images.
This article offers great, straightforward advice for artists seeking gallery representation. The emphasis on simplicity and focusing on quality work over perfect submissions is particularly helpful and encouraging.