Understanding Where Your Practice Fits in Today’s Art Market

Liza Zhurkovskaya, Curator & Art Advisor

Figurative paintings by The Connor Brothers at Galerie LeRoyer Toronto

You’ve created the work. Now what? More work isn’t the answer.

Since 2015, I’ve spoke with hundreds of artists, both local and international, at pivotal moments in their careers. Many reached out while feeling stalled, overlooked, or uncertain of their next step, often measuring themselves against timelines and expectations that don’t reflect the realities of a sustainable artistic practice.

Building a meaningful career in the arts requires more than having a strong portfolio. It demands a clear understanding of how your work operates in the world: how it is perceived, where it sits, what it engages or challenges, and how it is communicated with precision and intent. It also requires stepping beyond the studio. This is where my work begins.

I offer one-on-one consultations designed for artists of any level who are ready to move forward with clarity and purpose. This is not generic advice or surface-level critique, but a focused and highly individualized process informed by nearly a decade of experience across the art ecosystem, from commercial galleries and curatorial projects to advising collectors and mentoring artists at critical stages of development. I help you refine your artistic voice so that your work reads as intentional, cohesive, and clearly articulated. We strengthen your portfolio and presentation to ensure it holds up professionally across contexts. We also develop positioning and strategy by identifying where your work belongs, how to approach galleries, and how to build relationships that support long-term growth.

Artists I’ve worked with have gone on to exhibit internationally, secure representation, and recalibrate their practices with renewed clarity and confidence. These outcomes are not the result of trend-chasing, but of sustained, deliberate alignment between the work and its context. If you are navigating uncertainty or preparing for your next stage, you do not need to do so alone.

Book Consultation

Claude Monet, Le Matin clair aux saules, Musée de l’Orangerie, Paris, France

Testimonials

“Whatever successes I’ve achieved in the last two years are the result of having the sense to listen to the advice Liza gave me. It really was a moment of clarity for me at a critical turning point.”

“I have worked with Liza over the past several years and have been consistently impressed with both her dedication to promoting art and culture in our city and her ability to nurture and encourage artists at all stages of their careers.”

“Liza has encouraged me to explore personal experiences in my work such as growing up as a first-generation American of Cuban and Argentinian descent in the United States. Liza always asks pointed questions and forces me to think outside the box providing practical and actionable advice. It can often be difficult to know who to trust in our industry but with Liza, there is no question for me that she is someone I can turn to for honest guidance as I continue to advance and grow in my career.”

“Always professional, her commitment to the growth of my career has inspired me on so many levels and has given me the courage to explore, even deeper, the path of my career. Liza asks provocative questions that have given birth to new work and meaning to works already in progress. Many times, she has helped curate my work for exhibits and also for calls for entry, which have gleaned successful results.”

“Chatting with Liza inspired my practice on many levels and absolutely played a part in much of my success today. Liza is not only passionate and inspiring, she is trustworthy, dependable, and very hard-working. She has a lovely way of fostering positivity and joy for the creative process, and there is a genuine love and pride she takes in helping and inspiring artists.”

Artwork by Jessica Gorlicky

Bio

Liza Zhurkovskaya, known as Curator on the Go, is a curator and art advisor working at the intersection of artists, collectors, and the broader art ecosystem. As a founder of Kefi Art Gallery, she has advised corporate and private clients on building and acquiring original fine art collections, while cultivating an engaged network of collectors, artists, and industry professionals across Canada and internationally.

Her practice is grounded in a commitment to supporting artists in developing sustainable, long-term careers, alongside a focus on shaping collections and projects that foreground diverse perspectives and strong visual narratives. Through exhibitions, acquisitions, and public-facing activations, her curatorial work has brought hundreds of artworks into view across both private and corporate contexts. Liza has collaborated with numerous corporate clients including UPS Canada, Cadillac Fairview, QuadReal Property Group, and Danish Pastry House, among others. In parallel with her advisory work, she mentors artists at critical stages of their development, offering strategic guidance informed by her experience across the commercial and curatorial landscape.

An active voice in the Canadian arts community, Liza has delivered speaking engagements and presentations for organizations including the Richmond Hill Group of Artists, The Propeller Gallery, Western University, and the Federation of Canadian Artists. She has also served as a juror for exhibitions and public art initiatives with the City of Mississauga, the Ontario Society of Artists (OSA), and Artists’ Network, among others.

She holds an MFA in Criticism & Curatorial Practice from OCAD University and a BA in Art History from the University of Toronto. Liza is also the producer and host of the Curator on the Go Podcast, with a new season currently in development.

National Geographic Exhibition curated by Liza Zhurkovskaya for Cadillac Fairview at CF Sherway Gardens, Toronto, 2024-25

Contact

Liza Zhurkovskaya, Curator & Art Advisor
curatoronthego.com
liza.curatoronthego@gmail.com
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