How to build relationships with galleries, curators, and stockists

To successfully build relationships with galleries, curators, or stockists, you must transition from a "cold contact" to a trusted professional by researching the right fit and showing genuine interest in their business before asking for a sale. Success in the UK creative industry is as much about who knows your work as it is about the work itself.

1. Research and shortlist your "ideal" partners

Not every gallery or shop is the right home for your work. Sending a mass email to every stockist in the UK is a waste of your time. Instead, spend time identifying businesses that align with your price point and aesthetic.

• Visit in person: If they are local, go into the shop or gallery. Observe how they display items and the type of customers they attract.
• Check their "Roster": Look at the other artists or brands they represent. Does your work complement theirs without being an identical copy?
• Review submission guidelines: Many UK galleries have specific windows for new submissions. Look at their website's "Contact" or "Work with us" page first.

2. Make a "soft" initial approach

In the creative world, a "hard sell" often falls flat. You want to build a rapport first. Use social media and events to get on their radar naturally.

• Engage on social media: Follow them on Instagram, comment meaningfully on their posts, and share their exhibitions. This makes your name familiar when you eventually reach out.
• Attend private views and events: Visit gallery openings or trade fairs like Top Drawer or Pulse. Introduce yourself briefly to the owner or curator, but don't try to show them your work there—just aim to leave a positive, professional impression.

3. Professionalise your outreach

When you are ready to reach out formally, usually via email, keep it concise and tailored. Curators and buyers are incredibly busy and appreciate brevity.

Your email should include:

• A personal opening (why you specifically chose their gallery or shop).
• A link to your professional website or a low-res PDF lookbook (never send large attachments that clog up inboxes).
• A brief mention of your current stockists or previous exhibitions (if any).

4. Understand the "Ask"

Before you enter a conversation, know what kind of relationship you are looking for. Different partners use different business models:

Model	How it works
Wholesale	The stockist buys your work upfront (usually at 50% of the RRP) and sells it on.
Sale or Return (SOR)	The shop stocks your work, but you only get paid once it sells. Common for new makers.
Gallery Commission	The gallery takes a percentage (typically 30%–50%) of the final sale price.

Tip: Always have a "Line Sheet" or "Wholesale Catalogue" ready. This is a simple document showing your products, prices, lead times, and minimum order quantities (MOQs).

5. The follow-up and the "Long Game"

If you don't hear back, don't be discouraged. A polite follow-up email after two weeks is perfectly acceptable. Often, a "no" or a lack of response simply means they don't have space in their current seasonal collection. Keep them on a mailing list for your professional news and reach out again in six months with your latest work.