Zelda Cheatle is renowned for her pioneering work in establishing photography as art. This theme is her focus as a visiting lecturer and trustee of charitable arts organizations. Zelda opened her own gallery, the Zelda Cheatle Gallery in Covent Garden in 1989, which moved to Mount Street Mayfair in 1997. The Gallery helped build both private and corporate collections and she continues to work with museum and public collections nationally as well as internationally. Today Zelda manages Tosca Photography Fund, which holds a major photography collection. Zelda has also been lead curator for the World Photography Organisation for the last two years.