The Ideas Behind Root Gallery
A personal look into the story, values and working philosophy of Root Gallery, and how we support artists beyond exhibitions.
A letter from Yvonne
My name is Yvonne de Jong. In 2018, I opened Root Gallery. It didn’t begin with a grand plan; it grew gradually, from one project to the next. I was already working closely with a group of artists, took part in a small local art fair, and when an old greengrocer’s shop in Rotterdam became available, it felt like everything aligned. That became the first home of Root Gallery.
The space looked exactly like I thought a gallery should look: 120 m², white walls, a grey floor. A place where people would, in theory, walk in without hesitation. But they didn’t. Visitors lingered outside, looked through the window, and walked on. A few stepped inside, often with visible uncertainty. And I sat behind a large desk, not exactly the warmest welcome.
It was my dream location at the time, but I see now that what I had was mostly a room. A gallery only becomes a gallery once people feel free to enter, to stay, to talk, to return. That happened later, when artists dropped by for coffee, when we organised openings, talks and brunches, and when visitors slowly turned into friends of the gallery.
In those early years, I often wondered how other galleries worked. How they built their audience, how they developed long-term collaborations, how artists shaped their careers. Over time, I learned that the answers rarely come from theory, they come from doing the work, making mistakes, building trust and being present.
What I now know is that running a gallery is not about display alone; it is about relationships. About steady, honest growth, not tomorrow’s trend. About working with artists whose work I would happily live with myself, and being both their most devoted supporter and their most constructive critic.
Art has the ability to move people in ways that are difficult to articulate. Often unexpectedly, often persistently. Not because someone planned to buy art, but because a work simply stays with them. I see this again and again, and it is the heart of why I do what I do: placing artworks in people’s lives in a way that carries meaning.
In this field I also see a wide spectrum of expectations. Some people deeply value the time, expertise and commitment that artists invest in their practice. Others approach art as something to negotiate strategically, aiming to bypass the gallery or find the lowest possible price. But a sustainable art practice does not grow from shortcuts. It grows from support, investment, and respectful collaboration between artists and galleries. Trust is the foundation of that relationship.
The same goes for the way I work. Delivering artworks, thinking along about placement, building long-term relationships with clients, these things are not driven by efficiency goals. They are the moments that make a gallery come alive. Clients do not visit weekly, like a bakery, but they do return. Sometimes after months, sometimes after years. Because a connection has been built that is based on care, not speed.
In a world full of advice about scaling, optimising and maximising, I choose to do some things differently. Not because it is the most commercial route, but because it reflects what I believe a gallery should be: personal, thoughtful, and built on trust.
Vision & philosophy
Philosophy
Root Gallery supports artists in building lasting and meaningful practices. And connects their work with people who value depth and direction.
We work closely with a small group of contemporary artists whose practices are shaped by material awareness, visual precision and a clear sense of intent. Our role is to provide focus and continuity, not only around exhibitions, but throughout the evolution of their practice.
We create space for relationships to grow, both in the studio and beyond, with art as the connecting force.
Vision
We believe that everything worth building takes time.
Art, dialogue, collaboration, none of it should be rushed.
Our vision is to create a gallery that offers direction and continuity rather than distraction. A place where artists are free to develop ambitious work on their own terms, and where visitors feel welcome to look, ask and take their time.
We aim for Root Gallery to be a steady presence: independent, focused and human in scale.
A place where professional ambition and personal attention go hand in hand, and where growth does not follow trends, but emerges from trust, clarity and shared commitment.
For artists
“Can you actually make a living from this?”
It’s a question many artists hear, and one without a straightforward answer. Most artists build their practice gradually, combining different income sources, not because they lack ambition, but because a sustainable career in the arts takes time to grow.
After more than eleven years in the field, I see the same patterns returning:
– Gallery representation is not a finish line; it’s the start of a long collaboration where visibility and opportunities grow step by step.
– Freelance work beside your practice offers freedom, but also uncertainty. The balance shifts constantly.
– Teaching can support your income, but it requires significant mental space.
– A part-time role within the field (installation, museums, framers) is often invaluable: you learn, stay visible and expand your network.
– Major grants aren’t the only route. Smaller funds can be a better fit, and a short call with a funder often provides more clarity than days of writing.
– Discuss fees openly. There is usually more room than you expect.
– Join Pictoright if you live in the Netherlands, it matters for your long-term rights and income.
– For commissioned work: ask a colleague to check whether the budget makes sense.
– Put agreements in writing. The field can feel informal, but your protection should never be.
– Work across price ranges: large pieces build your profile; smaller ones bring your practice into homes and make you accessible to a broader audience.
Not everything applies to everyone, but these are structures that consistently support a healthy artistic practice.
And you don’t have to navigate this alone.
I enjoy talking about the art market, not the auction-driven world of record prices, but the market where artworks enter homes, offices and everyday environments. In the Netherlands, the sector has changed significantly over the past decades. There is less structural support, more entrepreneurial pressure and greater vulnerability.
But something else is shifting too.
More young people are collecting.
Companies are buying without formal collections.
Galleries are increasingly transparent and accessible.
A new audience is slowly emerging.
Where this will lead is impossible to predict. But we are building something meaningful - artists, collectors and the public - step by step, and together.
Introducing “Advice at the Kitchen Table”
Over the years, the conversations I’ve had with artists have naturally grown into something I want to offer more deliberately. Advice at the Kitchen Table is now available as a digital, year-round session, with three spots per month.
A 60–90 minute conversation for artists who want clarity in their practice, who are shaping their direction, or who have questions about working with galleries, pricing, opportunities or the art market. Open, honest and grounded in real experience.
For artists based in the Netherlands.
Price: €150 excl. VAT
Format: Digital video call
Preparation: Not required
