Advertising the Photography
Studio Promotion and the Business of Photography in Imperial Tiflis
The emergence of photography in 19th-century Tiflis was not only a technological innovation — it was a commercial revolution. Early photographic masters promoted their studios through newspaper advertisements, printed announcements, and bold claims of artistic superiority and technical excellence.
This project examines how photographers presented themselves to the public. Advertisements promised international training, modern equipment, retouching services, enlarged portraits, and prestigious awards. Studios competed not only through image quality, but through branding, language, and urban visibility.
By placing printed advertisements alongside surviving atelier photographs, we uncover the professionalization of photography as a modern business. These materials reveal how image-making became intertwined with commerce, aspiration, and social mobility.
Photography was no longer simply a portrait — it was a product, a service, and a statement.
Curated by: Giorgi Gersamia
Photos
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