What I Learned from Being an Art Gallery Owner

Michael Soltis, an artist who has also owned a gallery, shares his insights and experience.


Michael Soltis

Artist Michael Soltis with his work.


Being a gallery owner was rewarding, exciting, challenging and fulfilled my desire for creativity in ways that nothing else in my life ever has. I loved that my time, energy and resources were being used to promote art and artists. My contribution to the world was one in which creativity and beauty was shared.

However, I learned that making money in the art business is very difficult. Most people who came into my gallery would say wonderful things about the work, but the percentage of art buyers was very low.

Not only do the buyers need to find a piece that they like, but it also has to be the right size and dimensions. And most importantly, they have to have a place to put it. And art buyers buy lots of art – so they usually don’t. So you need to reach more people by marketing your business.

You have to spend  money on advertising and spend lots of time out in the community. You must attend events, meet with people and become a well-known (and well-liked) art professional. The ongoing operational costs are massive. If you have employees, the costs can skyrocket. Art fairs are becoming an industry standard to reach collectors these days. The fees and costs to get you and the art there is not even within reach of many galleries. So I found it very difficult to survive, and I have immense respect and admiration for those who do.


Stark + Kent Gallery

Artwork at Stark + Kent Gallery in Palm Springs, CA


Gallery owners are running a business, and they need art that sells in order to remain viable. So if they like an artist’s work and it fits in well with their roster and they think it will sell, they will want it in their gallery.

If they like the work, gallery owners will want artists who are professional, who are constantly creating, constantly learning, constantly working and who have a clear vision. They also want an artist who has several pieces ready to ship that are part of a consistent and cohesive body of work that represents who the artist is. It’s great to explore different ideas and techniques, and I would never discourage that. But when a gallerist wants to see your work, make sure you present them with pieces that are part of collection and/or that are in a particular style.

I think the gallery owners that ended up representing me decided to do so because they liked my work and thought it was marketable. But it was also because I was pleasant and professional, and didn’t push myself on them. I presented a singular vision for what I was trying to accomplish. They noticed that I was someone who took my art career seriously. I would do what I said I would do, was kind and polite. I had a good understanding of their business, and realistic expectations.

As a gallery owner, these are the types of artists I chose. I typically found them because they were showing their work and it was available for me to find. Getting noticed by a gallery owner requires that you look for as many opportunities as you can to get your work out there.

But always be aware of the environment and context in which your art is shown; it will affect people’s perception. Each artist needs to decide what that means for themselves. If it doesn’t feel right and you don’t think it puts your work in the best light, don’t do it. It is absolutely crucial to have a good website and online presence (Facebook, Twitter, Instagram, etc.) Be simple, clean, consistent and professional. You must promote yourself this way–these are invaluable tools and they create a perception.


Michael Soltis art studio

Michael Soltis art studio


I have to add that while galleries can generate some sales, I have become incredibly inspired by artists who are able to build their business on their own. I have a good friend who has been painting for over 12 years. She has been approached by several galleries, but has opted to continue to do her own thing. She sets her pricing, offers reductions when it makes sense, chooses certain design/home decor stores that hold a few pieces and works with an art consultant that represents her to collectors and designers. For the most part, she pockets 100% of her sales and she makes over $100,000 a year out of her studio.

This didn’t happen overnight. She puts in the work of creating and the work of selling. I am really encouraged to see that it is possible to do it on your own. That’s where I would put my focus if I was a newer artist or had a desire to make art a full-time job. If you are working hard, getting better and putting the work out there, you will get noticed. But you must be patient.

I was actually with a large online gallery for a year and my work was featured on a site that has daily online art auctions. I didn’t find it effective for my work. Online shopping is a huge business, but I question it’s validity for selling original art. For lower priced works or reproductions, absolutely. But if you’re selling a piece of art for $1,000 – $5,000, unless the buyer is already familiar with the artist, or really trusts the curator, no matter how many pictures you take in different angles, most buyers are still going to want to see it in person.

I know of a few galleries who have opted not to have a brick and mortar space. Instead, they spend their money on art fairs and working directly with designers and art consultants, and the online component supports that. In my opinion, that is a good option. If I were to open another gallery or be represented by another gallery, I would really consider this.


Michael Soltis

The artist Michael Soltis


My final thought: I have been an actor and an artist for over 13 years. I’ve had many successes and many failures, and my psyche bears the scars of countless rejection. But every time I go to another audition or face another blank canvas, I am convinced that it is my tenacity that will win out. My desire has always been and will continue to be that I am able to support myself and my family through my art exclusively. I know this is a rarity in today’s world but I will never give up. Ever.

If that is your desire, I hope you don’t either. Whether your work is in a gallery or online or in your studio or at an art fair or hanging in a coffee shop, keep creating it. Keep sharing it. Keep getting better. Because it’s just a matter of time. Those who stick to it, succeed. It is possible. Our dreams are possible.



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  1. This is a great article which brought together many of my thoughts around this. I am an ex professional wildlife conservationist turned artist who sold her first painting 2 years ago. I have learnt masses in that time about painting and the business side and have already decided not to chase many galleries as in that I see too much negativity around comparisons and subjectivity around individuals liking different art. Not a problem if you are happy to fight your corner in that way. I want to do it my way…a happy positive way as that is what my work stands for. So I am selling on line and at my studio and when opportunities occur naturally or I decide its worth the effort for me then I give it 110%. Its working as I have had a number of international invites recently although the right one hasn’t come up yet. We all need to do whats right for us and our way! Thanks for the article I enjoyed reading it!

  2. Michael,
    great article, as a fellow artist/owner of a gallery, this is so true! And one of the reasons I have good artists and a good working relationship with them, is because I have the experience and empathy of being in their shoes. I’m going to continue to have the brick and mortar location but am finding that I cannot rely on walk in traffic, so I am out there networking and being the face and brand for myself and my gallery. Unfortunately the costs of those big shows will keep me out, so I am very creative and aggressive about my marketing efforts. I think if more artists realize what is truly involved in the gallery business, they would understand why the galleries take 50% of retail and ask for co-opting advertising,

  3. Truly inspiring article. Thank you so much for sharing your experience. A lot of what you write confirms my own ideas but even so, I’ve learned a lot today reading this.

  4. Excellent article for anyone trying to make it in a creative field. Thanks for your candid account of what you’re doing to be successful!

  5. Good, honest article. Thanks.


  1. […] A great article from a gallery owner about the relationship between artists and galleries, and how the artists themselves need to find their own way to sell, and do that as much as their art if they are to make a living. click here […]

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