This past weekend, I had the pleasure of speaking on a panel during CBCA’s Advancing Creatives Intensive (ACI) in Manitou Springs. The Colorado Business Committee for the Arts (CBCA) offers this cohort-based program to help diverse artists, performers, and creative entrepreneurs develop their business and professional skills. It was a fantastic opportunity to “put to paper” my thoughts on some of the basics of being both a visual artist and a gallery owner.

One of the key topics I covered was how to professionally present yourself and your artwork to galleries.

Take what resonates, adapt what works for you, and build a sustainable career that aligns with your integrity and goals.

Ok, Here are my panel discussion notes:

Introduction: Your Background & Current Role

Emily Fair, Owner & Artist at 45º

I have degrees in both Fine Art & Teaching from Coe College, Cedar Rapids, IA.

• Peppertree Studios, Gallery Assistant, Cedar Rapids, IA
• The Squash Blossom, Sales Associate & Art Director, Colorado Springs, CO
• Atlas Galleries, Sales Associate, Chicago, IL
• Sacred Art, Sales Associate, Chicago, IL
• The Squash Blossom, Gallery Director, Colorado Springs, CO
• 45º, Owner, Colorado Springs, CO

Over the years, I’ve worked with hundreds of artists at all career stages and gained valuable insights, including:

• Pricing art using a formula-based approach.
• Creating and curating art that sells.
• Gaining confidence in both artistic worth and gallery ownership.
• Presenting work professionally while staying authentic.
• Understanding the needs of the community—both for the art I create and the art my gallery represents.

Advice You Wish You Had Starting Out / Advice to Your Past Self

1. Set realistic goals and embrace the roller coaster ride.
2. The biggest lesson? It never gets easier—each stage brings new challenges.
3. Pricing art: I am probably not my target customer. I’ve learned that just because I can’t afford my own artwork doesn’t mean others can’t.
4. Advice to my future self: Have grace with yourself. You chose a career where the only consistency is inconsistency.

Tools for Staying Organized

Inventory Management: Track titles, sizes, wholesale/retail prices, year created, location, sale date, and final sale price.

Supply Management: Review sales data to identify trends in medium, style, or size, and invest in those supplies accordingly.

Photo Organization: Keep digital albums sorted by year, style, commissions, etc.

Utilize ChatGPT: To help ChatGPT match your voice, provide examples of your writing.

• Title inspiration
• Refining artist statements & bios
•  Social media content ideas
• Event descriptions
• Hashtag suggestions – Tip! Keep a list of location- and medium-specific hashtags in the Notes app on your phone. It reduces overthinking and maintains consistency.
• Artwork descriptions

Pricing Formula: Develop a size-based pricing structure to ensure consistency. Just because a work is your favorite doesn’t mean it’s worth more—buyers are size-driven.

Discount Strategy: Decide in advance who receives a discount and how much. This ensures you respond confidently when asked. My suggestion is no more than 20% unless you are trying to clear out old works.

Consistent Pricing: Your retail price should remain the same across all platforms, whether you’re selling at a festival, online, to a neighbor, or through a gallery. While commission rates vary, the price the customer sees should not. Price your work with a standard 50/50 gallery split in mind and use that as your baseline.

When you’re selling directly, you’re not skipping a commission. You’re doing the gallery’s job yourself: marketing, customer service, packaging, and follow-up. Your time and effort have value too. Think of it as earning that “other half” by working for it.

Consistent pricing builds trust, supports your gallery relationships, and reinforces the value of your work no matter where it is sold.

• If you’re offering a friends-and-family discount, be sure to communicate the full retail price first. For example: “This piece is $500, but with the friends-and-family discount, it comes to $400.”

Resources for Organizational Help & Networking

•  Pikes Peak Small Business Development Center (SBDC) Workshops
• COPPeR (Cultural Office of the Pikes Peak Region) Arts Education Network
• CBCA (Colorado Business Committee for the Arts)

Best Way for an Artist to Approach You for Representation

An in-person introduction is great, followed by an email inquiry. It’s perfectly fine to casually mention that you’re looking for gallery representation and ask about our submission process. If we have time to engage in the moment, we will. While browsing the gallery, a thoughtful way to start the conversation might be:
“I really love this space. I’m an artist looking for representation—do you have a submission process I could follow?”

A few things to avoid:

1. Expecting the gallery owner to review your work or meet at length without notice.
2. Jumping straight to asking about representation without showing any interest in the gallery or the artists represented.
3. Speaking negatively about other artists or galleries. It’s a small world, and professionalism goes a long way.
4. Taking it personally if you don’t get a response—gallery life is busy and timing matters.

A hard to hear reality check: We receive 2-5 inquiries per month but may only add 1-2 new artists per year.

Submission Email Should Include:

•  Short bio or artist statement
• 5 – 10 Photos of recent work

Secret shop the gallery first! Do you see yourself fitting in? Do you like the energy? Does your work align in style and price point? This is so important. You are trusting someone with your work. Make sure you feel confident in the relationship.

What I Look for When Considering an Artist

• Cohesive Body of Work – At least 10 pieces in a consistent style. (Not to limit creativity, but because buyers want choices in a similar style.)
• Fills a Gap in the Gallery – We consider style, medium, and collector interest.
• Strong Working Relationship – Can I see us working well together?
• Variety in Size & Price – Helps accommodate different collectors and spaces.

The Importance of an Artist’s Online Presence

Website

• Keep it current (even just a simple landing page).
•  Include a recent photo & up-to-date bio.
• Organize your portfolio (by year, collection, or medium).

Social Media

• Consistent posting matters more than frequency.
• Keep it separate from personal accounts.

What Are You, as an Artist, Looking for in a Gallery?

1. Identify the type of gallery that fits your personality:

• • Commercial – Commercial art galleries are professionally run businesses that derive their profit from sales of artwork, therefore take great care to select art and artists that they believe will sell and will enhance their gallery’s reputation. Commission split is typically 50/50
  • Co-op – The co-op gallery will require a monthly membership fee, which will go towards gallery maintenance, rent, promotion, etc. You may have to pay a lower commission to the gallery as well, upon the sale of your artwork.
  • Online – Virtual galleries and digital exhibitions that allow artists to reach a global audience. Again, the online gallery will take a commission. You will be responsible for the shipping of works to buyers.
  • Rental – Most rental galleries charge a flat rate for a specific period of time, say $200 for 3 weeks.

2. Are your prices aligned with the gallery?

• • Weigh the pros and cons of raising your prices for a higher-end market. For example: If you have a strong Colorado Springs collector base but want to enter a Santa Fe gallery, doubling or tripling  your prices might price out your current audience. Is the risk worth it?

3. Read the contract. Do you agree with the terms?

• • What is their policy for: damaged or missing works, discounting, commissions, website representation, geographic representation, sales expectations.
  • If any contract item is confusing always ask for clarification.

4. Understand sales expectations.

• • We added a section to our artist contract outlining sales expectations. This has helped us make tough decisions and set realistic goals. If your goal is financial stability, research whether the gallery actually sells work. Attend openings, talk to represented artists, and ask about average annual sales for your medium.

A reasonable starting expectation / goal: $5K–$10K annually in total retail sales, depending on the medium and allocated space.

Other Key Questions to Ask a Gallery Before Signing On

• How much space will I have?
• How often will I rotate out unsold work? (Typically every 3–6 months.)
• Do you have a sales expectation?

Final Thoughts

This guide isn’t about strict rules, it’s a collection of insights from my 25 years in the gallery world. Take what resonates, adapt what works for you, and build a sustainable career in a way that aligns with your integrity and goals.

Most importantly, keep evolving. What worked for me five years ago isn’t the same as what works today. Stay flexible, keep learning, and trust the process.

Wishing you success on your creative journey.

-Emily Fair (March 2025)