Executive Role

Western Gallery started as an audience, not a business plan.

The spark

I’d been growing @westerngallery on Instagram—sharing work, immersing myself in a new community, and learning what collectors responded to. It became clear that people were ready to discover and buy fine art online, but most galleries—especially in Western art—still had weak digital experiences and almost no ecommerce. That disconnect felt like an open lane, so I launched Western Gallery in January 2020.

What I built

I built the gallery I wanted to exist: elevated presentation with a buying experience that felt modern and confident. Clear storytelling, consistent standards, and a straightforward path to purchase—so collectors could feel good buying online, and artists could be presented at the level their work deserved.

Why it mattered

That approach did more than move inventory. It became an on-ramp. When emerging work is presented with real consistency and context, it lands differently with serious buyers. Western Gallery helped artists step into the broader Western art market—and played a direct role in launching and accelerating multiple careers—while growing into six-figure annual art sales, a ~4,000-person email list, and a national audience.

What I did (high level)

• Built the brand, voice, and visual standards from scratch

• Designed and launched an ecommerce-first site with narrative product pages

• Built repeatable release systems for drops, auctions, and announcements

• Wrote email campaigns to a ~4,000-person collector list

• Grew @westerngallery to ~12.5k followers

• Produced artist presentation that helped work land with serious buyers

• Handled artist, vendor and contractor agreements and payments

• Ran occasional pop-ups when the work needed a physical moment