Interview with Gallery Director Jurgita Galbraith - Part 2
Episode 68: Hearing exactly what the gallerist is looking for.
This is the second part of Peter and Laura's discussion with Jurgita Galbraith whose Gallery: Birchtree Gallery, in Dundas Street Edinburgh specialises in work on paper alongside applied craft. This podcast focusses on the relationship between the gallery and the artist during and after an exhibition.
Some of the fantastic points brought up by Jurgita Galbraith of the Birch Tree Gallery, Edinburgh
For more information on the gallery, please visit www.birchtreegallery.co.uk
Support During Exhibition
Be available and clear about the best way to reach you. It may well be necessary to have an immediate response from the artist to make a sale. ALWAYS get back to your gallery asap!
Be willing and proactive in promoting shows to your followers (on the Web-site, social media and potentially local professional organisations). Work with the gallery to promote your show, good promotion is essential for your benefit as well as the gallery.
Be willing to respond and help quickly during the show. The most common request is to ship another artwork and the sale almost always hangs on the speed and efficiency of the artist’s response. Buyers often see delay as a lack of interest in selling the work and get cold feet.
Finally, show INTEREST in your exhibition. Visit in person if you can, a must if there’s an opening event at a solo or joint show to attend. Respond to Social media comments. If you can offer extras like a talk or demo, offer as buyers are often keen to engage with the artist.
Post-Exhibition
Check with the gallery about the pick-up (unless it was pre-arranged before the exhibition). A lot of sales happen AFTER the exhibition and it is a good idea to leave the works for 3-4 weeks after it ends if you are fairly local. You may also need to return work for a post-exhibition sale.
Make sure you honour commission if the artwork was seen at the gallery first. Play the long game and invest in your gallery relationships over individual sales. If a client comes to you to bypass the gallery during a show, send them back. If they come to you after the show because of the gallery, offer the gallery a ‘finder’s fee’ out of your sale. Many will refuse it and all will be impressed by the artist who offers one!
If the gallery asks for an invoice, after sending you the sales report, do so promptly. The gallery may wish to pay at certain times to manage cash flow.
Say, after a show, if you would like to work with the gallery again and be supportive and positive even if you don’t show with them again. It is a small world and maintaining good relationships is crucial.
Remember that not every show is going to be a sell-out success, even when gallery and artist have done their very best. Be realistic and be respectful of the gallery. Remember, if you don’t sell, the gallery doesn’t make any money either and still have overheads to meet.
Check in with the gallery towards the end and ask for feedback. (You can gain a lot from the feedback as the clients might tell the gallery owner what they would not tell the artist!). Remember that not all feedback will be positive, but all is helpful. Take any negatives in good faith as constructive criticism and remember how valuable it is to have a gallery’s expert advice.
This Podcast is sponsored by Michael Harding Colours. For more information about Michael’s colour range or to find a retailer near you, please visit www.michaelharding.co.uk
