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.