-- Credit: Gertrude Caption: Gertrude Platform
The art world has long stood as a symbol of exclusivity, guarded by gatekeepers and cloaked in opacity. But Will Jarvis, co-founder and CEO of Gertrude, is on a mission to change that. With a background that seamlessly blends artistic practice and entrepreneurial drive, Jarvis is at the forefront of a movement to democratize access to contemporary art. His new global online platform, Gertrude, is making waves by helping independent artists take control of their careers and connect directly with audiences without intermediaries or outdated systems.
Jarvis's journey began with a BA in Painting and an early career as an exhibiting artist. Over time, his path led him to co-found The Sunday Painter, one of London’s most respected independent galleries, where he served as lead salesperson for over 15 years. His insider experience gave him an intimate understanding of the challenges facing emerging artists: lack of exposure, inequitable sales models, and the often-invisible labor of building a sustainable creative practice. As a former lecturer at Sotheby’s Institute of Art, Jarvis also developed a deep appreciation for the mechanics of the market and the need for reform.
Gertrude, launched in 2021 and named in homage to avant-garde patron Gertrude Stein, is his response to those challenges. The platform isn’t just another marketplace, it's a radical rethinking of what the art world could be if technology and transparency were placed at its core. Gertrude offers a curated, accessible environment where artists retain significant control over their work and their earnings, and where collectors can engage with new talent in a meaningful way.
At the heart of Gertrude is a proprietary system that addresses three core issues: discovery, connection, and sustainability. The platform rigorously vets its artists, ensuring that every piece regardless of price point or career stage meets a high creative standard. It also allows users to follow artists and receive real-time updates on new works and events, offering an engaging, almost editorial experience that brings the studio closer to the screen. Artists gain access to CRM tools and analytics that would be otherwise unavailable outside of major galleries, allowing them to build careers strategically. And when it comes to earnings, Gertrude turns industry norms on their head, allowing artists to retain between 70% and 95% of each sale far above the 50% standard that galleries typically claim.
“We’re not just a marketplace; we’re a career accelerator,” Jarvis explains. “Our tools help artists build businesses, not just sell pieces.”
Of course, any disruptor will meet resistance. Some critics argue that digital platforms risk diminishing the “aura” of physical art. Others question whether a platform like Gertrude can scale without compromising quality. Jarvis is undeterred. “The 'aura' isn’t tied to a white cube gallery, it's in the artist’s voice. Our job is to amplify that voice without intermediaries,” he says. On the issue of growth, he insists that Gertrude’s selective approach is a strength, not a limitation. “We’re building a community, not a commodity hub.”
That community is already expanding. Jarvis envisions Gertrude not just as a marketplace, but as a cultural movement. Strategic partnerships with institutions like University of the Arts
London are nurturing the next generation of talent. The team is exploring immersive technologies like AR and VR to transform how audiences experience art online. And plans are underway to develop regional hubs that spotlight underrepresented art scenes in cities like Lagos and Jakarta.
For Jarvis, the future of the art world is rooted in collaboration, accessibility, and digital innovation. “The next decade belongs to artists who embrace collaboration over competition,” he says. “Gertrude is their platform.”
As both an artist and entrepreneur, Will Jarvis represents a new kind of leader in the art world, one who bridges the gap between creativity and commerce, vision and execution. Through Gertrude, he’s not just selling art; he’s helping rewrite the rules of the industry. In his own words: “Art isn’t just something you hang on a wall. It’s a relationship. And we’re giving everyone access to the conversation.”
Contact Info:
Name: Will Jarvis
Email: Send Email
Organization: Gertrude
Address: United kingdom
Website: http://gertrude.com
Release ID: 89164031
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