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In 1901, Berthe Weill opened a gallery at 25 Rue Victor-Massé in the Pigalle district. She chose to engage with artists of her day, helping them make a name for themselves and contributing to the development of their careers, despite her limited means. Some of the greatest names in avant-garde art were among them, along with others less in the public eye today. With unwavering enthusiasm and perseverance, she was their spokeswoman and supported them for almost forty years until her gallery closed in 1940, in the context of the war and the persecution of the Jews. In 1933, she published her memories of three decades of activity under the title "Pan! Dans l’œil…" ("Pow! Right in the Eye"), a pioneering work in this literary genre.