It seems like every artist has their own unique journey to where they are now. Some spend years steadily growing their practice before getting their big break, while others might have a lucky, chance meeting that propels their career forward. The art world can feel exciting, collaborative, and supportive — but at times it can also leave talented individuals battling imposter syndrome or unsure how to catch a break.
The measure of success in art is different for everyone, and putting yourself out there can feel overwhelming. Here at Art Friend Gallery, we’re passionate about partnering with brilliant artists, providing opportunities to exhibit, connect and build creative careers.
About Art Friend
Art Friend Gallery was founded by Shona to become a welcoming space where anyone could experience and enjoy art — whether you’re a first-time buyer, a curious browser, or a seasoned collector. Over the last few years, Art Friend has grown into a fun, approachable gallery that champions both emerging and established artists, fostering a strong sense of community through fairs, exhibitions, events and collaborations.
We’re proud to represent a diverse group of artists — all passionate about what they do, and connected by positive, supportive working relationships.
Ways to Get Noticed
Art Fairs
Art fairs can be a brilliant way to get discovered. At Art Friend Gallery, we’ve found that fairs give us the perfect chance to see an artist’s work in person and get a feel for their ethos, personality and approach. It’s also a great opportunity for artists to experience how galleries operate and meet people in the industry.
A lovely example of this was when Shona met Emily Malone at The Other Art Fair in October 2024. After connecting at the fair, Emily joined our Xmas exhibition just a couple of months later, and by 2025 we proudly represented her at Fresh:Art Fair.
That said — we’re a small, close-knit team and not always actively looking for new artists. We already have a few exciting creatives we’re hoping to work with. But it never hurts to send your work over — you never know when it might be the perfect fit, or when new opportunities could open up.
Open Calls
Responding to open calls is another fantastic way to get your work seen. Events like Art Friend’s ‘REJECTS’ bring together a diverse group of creatives, offering connection, camaraderie, and exposure to a new, wider audience. These kinds of shows often lead to future opportunities and collaborations too.
Things to Consider Before Approaching Galleries
When we’re looking to work with artists, we’re always drawn to not just brilliant art — but brilliant people. Here are a few things to think about:
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Make sure your practice is in a good place. It’s important to have a clear sense of your creative direction, style, and values before you approach galleries. Take time to refine your work and feel confident about what you’re sharing.
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Present your work well. Good photography is so important — clear, well-lit images help people experience your work properly online. Include close-up shots to show detail, and wider images to give a sense of scale.
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Check that a gallery aligns with you. Do your research — does the gallery’s style, curation and ethos feel like a good match for your work? Would your pieces sit well alongside their other artists?
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Think about pricing. Make sure your prices are consistent across platforms, fairs, and galleries. It shows professionalism and clarity.
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Use social media and newsletters. Regularly share your work and updates with your audience. Little personal touches can turn a casual like into a future collector or collaborator.
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Personalise your approach. When contacting galleries, always address them directly and show you understand what they do. Avoid generic blanket emails.
Final Thoughts
Art is incredibly subjective. As Shona recently said in a chat with Own Art:
“I’m drawn to work that makes me feel good — bright, colourful compositions, unique techniques, and pieces that spark joy or curiosity. I love art that gives you space to think in your own time, without trying too hard to fit a narrative or force an opinion.”
So our biggest piece of advice? Believe in your work and keep going. There’s a gallery and an audience out there for you.