Video – Ask a Gallery Owner: Will a Gallery Owner Help Me Price My Art?

If you’re an artist looking to get your work into galleries, it’s important to do your research and price your work accordingly. However, even if your pricing isn’t quite where it needs to be, gallery owners are generally willing to work with you to find a price point that works for both of you. Watch the video to learn more about pricing your art when preparing to show in galleries.

About the Author: Jason Horejs

Jason Horejs is the Owner of Xanadu Gallery, author of best selling books "Starving" to Successful & How to Sell Art , publisher of, and founder of the Art Business Academy. Jason has helped thousands of artists prepare themselves to more effectively market their work, build relationships with galleries and collectors, and turn their artistic passion into a viable business.


  1. Hello Mr. Horejs. I enjoy your informative videos immensely. I’m showing my painted sculptural reliefs at one of the best galleries for local artists in Rhode Island. However, this work is brand new, I’m anxious to get it selling and they have priced it high, $1800.00, it’s been three months, no bites, it’s not in a good spot, what would you say to me going in and suggesting marking it down to $1200.00 and putting it closer to eye level?

    1. My two cents: I would ask to relocate the work to a better area in the gallery before thinking of lowering your prices. Plus, sometimes it simply takes time for the right buyer to see your work and connect with it. Be patient but also work with your gallery for better visibility.

      1. “A better area of the gallery” is usually a misconception of the artist. I can assure you that as a gallery owner with years of experience of both displaying and selling work, that it is often-times those areas of the gallery which the artist would at times view as less desirable which are in reality “hot spots”. Most galleries understand this as well. The public is very peculiar at times, and they typically feel more comfortable viewing work , when they are out of the view of the gallery staff. Quiet alcoves, corners, and tucked away display areas generate much more attention at times, and can actually be better selling spots for specific types of work. Galleries also do not like their artists telling them where to hang the work. If an artist is not selling well, and is requesting too much from the gallery director, they are more than likely not going to last in that gallery long.

  2. Hi, Jason
    About pricing. When you talk to the gallery owner and mention your price, do you
    tell him what you would like and he adds his commission or do you quote the price the gallery will ask. And how do you price your paintings on your Webb site! With the commission it is in the gallery or what your price point is.
    And if you are in two galleries who are in different areas…one might be in a lower income part of .the town, while the other is in an upscale area…do you charge

    1. Hi Joan . Right now I am exhibiting my work in two galleries plus my web site . Generally gallery`s like to have the artists work the same prices no matter where it`s being sold . The client may go to a different gallery if they your work is cheaper elsewhere this includes your web site.

      Pricing. Again gallery`s like to have the same price as your website even though their commission takes a large chunk of your profit .. The commission pays for the wages of those who work in the gallery as well as the overhead and exposure to your work . I`ve seen commissions range from 35% – 50% .

      I hope this helps . Take care. Graham

    2. You’ve raised some important questions about pricing artwork. As a gallery owner, I can tell you that it’s standard practice to always list the retail price when discussing figures with gallery owners. This retail price should include the gallery’s commission, ensuring clarity for all parties involved.

      When it comes to online pricing or being represented in multiple galleries, consistency is key. The price listed on your website should match what is listed in any gallery where your work is displayed. This holds true even if the galleries are situated in different economic areas of a town or city.

      I’ll be covering more on this topic in upcoming posts, so stay tuned for more insights.

  3. If I price my work at what I feel is “fair” and professional…
    and then the Gallery doubles it, I feel that the price generally becomes too “expensive”
    and is no longer a “fair” or reasonable price (and is double what I would ask from the Studio).
    But if the art sells at the (doubled) “Gallery” price, I feel I am only receiving half of its worth…
    and the “profit” to me is low and diminished from its professional “worth”.
    Please help.
    Can you comment on the terms Wholesale (from Studio) and Retail (at Gallery) in this regard.
    I am a fairly successful experienced elder artist and Pricing continues to be unnerving and troubling.

  4. galleries will guide your pricing according to the level of exchanges they are used to making with their clientelle. do not expect them to do everything for you. coming off the fair circuit into galleries will be price shock for which you will need to develop clients. likewise going from local to national or intl level galleries the same is true. what sells intl for50,000 may only be marketable locally for 5000 just due to the nature of the clients. for most beginning artists allow the gallery to provide input as hopefully they know their clients.

  5. Hi everyone! One big problem I have encountered for pricing my sculptures is, first, there is almost nothing similar on the market (I am an equine artist working in ceramic mid-relief sculpture). Second, if I do find something to compare to, the prices are generally not published! I do not feel comfortable contacting the gallery inquiring about the prices, when I am not a potential client, and the slightest Google search on their part will expose me as a curious artist.
    I live in Argentina and am trying to enter the European and US markets, so pricing properly for each market is certainly an issue right now.

  6. Hey Jason,

    Here’s a question for you. If you are submitting your work to various open calls are galleries less opt to take you seriously if you do not have a website?

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