Estonian gallerist and art dealer Margot Samel has successfully established herself in New York City's competitive art scene, building relationships with celebrities and promoting young contemporary artists from around the world. Three years ago, she opened her own gallery in the trendy Tribeca district, and since then has made significant strides in connecting emerging artists with high-profile collectors, including selling one of her first pieces to Oscar-winning actor Leonardo DiCaprio.
Samel's journey to New York began with her art history studies in Scotland, where she met her American husband. After moving to the United States over a decade ago, she has called New York home ever since. Her career in the American art world started at various galleries before landing a significant role at Grimm Gallery, a prestigious international gallery with locations in the Netherlands and London. During her five years there, Samel was responsible for building up the gallery's New York presence, a role that gave her invaluable experience in the city's art market.
Living and working in Tribeca has brought Samel into contact with numerous celebrities who call the neighborhood home. She recalls meeting Sarah Jessica Parker, famous for her role as Carrie Bradshaw in "Sex and the City," at an exhibition opening at the Grimm Gallery. "I invited her to dinner and she came. She is exactly the same kind of person in real life as she is in the show," Samel remembered. The area is known for its celebrity residents, with Taylor Swift living just two blocks away and owning nearly an entire block of buildings. "Sometimes a celebrity just walks into the gallery," Samel laughed, highlighting the unique nature of her location.
The Margot Samel Gallery has become particularly important for Estonian artists seeking to establish themselves in New York. "I mainly work with young contemporary artists. It's important for me to introduce them to New York," Samel explained. She maintains a strong connection to her Estonian roots through her collaboration with Olga Temnikova, who runs the Temnikova & Kasela Gallery in Tallinn. The two met 14 years ago at an art fair in Basel, and their partnership has been instrumental in bringing Estonian talent to the international stage.
One of the most notable artists Samel has worked with is Kris Lemsalu, who has been active internationally for many years and represented Estonia at the prestigious Venice Art Biennale in 2019. "Margot and I have done two exhibitions together, and they have always gone very well. Margot is also my friend," said Lemsalu, speaking to the personal relationships that often drive success in the art world. Their collaboration represents the kind of meaningful partnership that Samel seeks to build with the artists she represents.
However, both Samel and Lemsalu acknowledge the significant challenges of making it in New York's art scene. Lemsalu explained the harsh realities facing many aspiring artists: "Here in New York, it's very difficult to get attention, because creative people from all over the world have gathered here. People come here with a dream, but the reality is that you have to pay very high rent here, and the cost of living is extremely high. It's typical for that dream to slowly start to fade." She noted that "the cafés and other service establishments are full of people who planned to become great writers, artists, or musicians."
Samel agreed about the difficulty of gaining attention in such a saturated market, pointing out the intense competition even within her own neighborhood. "When I opened my gallery, there were 20 galleries here," said Samel, referring to the Tribeca district. Now, there are more than 100 galleries in Tribeca alone, making the competition even more fierce. The high cost of operating in the area is offset by the concentration of wealthy art collectors, creating both opportunities and challenges for gallery owners.
Despite these challenges, Samel has found success by focusing on quality relationships and careful curation. Her approach of nurturing young contemporary artists while building connections with serious collectors has proven effective. The sale to Leonardo DiCaprio early in her New York career demonstrated her ability to connect the right artwork with the right collector, a skill that has continued to serve her well as she has established her own gallery and built her reputation in one of the world's most competitive art markets.
