I’ve been asked more times than I can remember by artists, collectors, art lovers, and even skeptics; how I decide which artists to represent. It’s the question every gallerist faces eventually. The answer, of course, is both simple and complicated.
From the outside, the process of selecting artists can seem arbitrary, but for me it is both intuitive and deliberate. Personal taste matters, though it is never enough on its own: a gallery should not function as a private collection, but as a space capable of creating dialogue and building a coherent vision over time.
My programme is driven by a curiosity for contemporary voices that engage with culture, identity, and society. I am drawn to artists with a genuine need to create, because that authenticity always outlasts trends and the market. But inspiration alone is not enough. I also value technique, discipline, and the sweat behind each work. What interests me is the balance between idea and craftsmanship, emotion and permanence.
Marbella’s international context gives me the freedom to take risks and work openly. With such a diverse audience, the goal is not to appeal to everyone, but to find those who truly connect with the work. And perhaps for that reason, I see a growing interest in local art: artists deeply rooted in their surroundings, capable of bringing authentic stories, identity, and fresh perspectives. I believe this dialogue between the global and the local will continue to grow.
Running a gallery also requires commitment and professionalism: exhibitions, fairs, logistics, and deadlines. But above all, it is about building relationships based on trust. Artist representation is a long-term collaboration, shaped as much by affinity as by potential. Often, I follow an artist’s work for years before we collaborate; time is an essential part of the process.
In the end, I choose artists whose work I believe in deeply enough to dedicate time, energy, and resources to bringing it to the right audience. And to artists seeking representation, I would always say the same thing: do not try to reach every gallery. Find the ones that genuinely align with your work and values. Because what ultimately endures is art born from a true need to express something, sustained by the skill and craftsmanship that give it lasting strength.
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