Leena Kewlani is a Dubai based Abstract Impressionist, an entrepreneur, a motivational speaker and a media veteran
Can you share with us your journey from working in the media and advertising industry for over two decades to becoming an artist and entrepreneur?
My journey has been one of continuous learning, adapting and self-discovery. I spent close to 25 years immersed in the dynamic world of media and advertising, working with renowned companies like Starcom MediaVest Group, MEC (now Wavemaker, GroupM), and Choueiri Group. A career that I have been extremely grateful and thankful for.
Over the years, I kept learning. I started off in Media Buying, then grew into Media Planning, and from there went on into Media Strategy, New Business Development and started creating new divisions for the companies. My team(s) and I spearheaded award-winning campaigns, built meaningful client relationships, and developed strong understanding of branding, content strategy and creation, and understand consumer behavior. The corporate advertising world taught me invaluable lessons about resilience, structure, and the power of storytelling. My teams taught me to stay relevant, kept teaching me new things, pushed me to be a better “boss” and an even more emphatic human being, and most importantly to keep growing and adapting.
Throughout all of this, art was my sanctuary. It was always there, grounding me and giving me a creative outlet. It was my space to go be after long work hours, to go and clear my mind. Whether I painted or took time off to go do pottery, art was where I would let go and just be.
In 2019, I made the decision to follow my passion and take a leap of faith. I founded Artezaar.com, an online art gallery that empowers artists like myself who live in the UAE, and connects them with art enthusiasts and buyers in the UAE itself.
Shifting from a structured corporate role to running a creative business was a big step, but it allowed me to align my professional skills with my personal love for art. Artezaar is more than just a business for me; it is a platform that celebrates creativity and builds a supportive art community. It’s a place that allows people to continue working and growing in their individual careers but yet allows them to showcase their creativity. Today Artezaar is not only mine, but also the teams who work with me daily, and its for the artists who believe in it as much as I do.
What motivated you to make such a significant career shift in 2019 and create Artezaar.com?
The motivation to create Artezaar came from a deeply personal place. To be honest in 2017/2018, when I had a whole new set of artworks, I wanted to showcase them. I went looking for platforms / places. A lot of online platforms – their contact forms didn’t work, they didn’t respond to emails or calls. I participated in 2-3 exhibitions, and I realized no one knew how to promote and showcase the artworks or the artists. I was looking to belong to a creative and supportive community – but I couldn’t find one.
Coming from a conventional and digital marketing background, I could see a gap that I could maybe help fill in. Maybe there were 20 of me out there in the UAE – that’s what I thought. So I decided to take a temporary hiatus and create a platform that truly celebrated creativity and offered artists living in the UAE the support and freedom they need. I wanted to create something that would make a difference in the lives of artists here in the UAE. I didn’t want anyone to leave their jobs to sell their art. I wanted to give them the freedom of working and creating. Why do we believe that we can only do 1 thing? I wanted to break that perception.
My father had always encouraged me to pursue my passions, and his words stayed with me throughout my journey. This led to the idea of Artezaar, a place that could serve as a home for UAE based artists and art lovers in the UAE alike.
Artezaar is not just an online marketplace. It is a space for artists in the UAE to grow, connect, and thrive. From connecting artists with buyers to hosting art exhibitions, art workshops, and unique art experiences, Artezaar has become a vibrant hub for activating the art community. We strive to create opportunities for artists to showcase their talents and for art lovers to immerse themselves in the world of creativity. Seeing the positive impact Artezaar has had on the local art community has been one of the most fulfilling aspects of this journey.
How did your experience in media and advertising influence your approach to running an art gallery?
My background in media and advertising has been a cornerstone in shaping the way I run Artezaar. Working with global, regional and local brands across various industries taught me how to build strategies, tell stories, and connect with audiences. I brought this expertise into Artezaar by creating a strong brand identity and ensuring that our platform is not only about transactions but also about creating meaningful experiences.
For example, my knowledge of digital marketing and content creation helped us build an engaging online presence, while my experience in media planning allowed us to optimize our visibility. I tried and tested platforms, and dug into my experience of what worked for other brands with limited budgets. I listened to my team, and I kept learning new things from every one.
I have always believed that successful brands are built on trust and authenticity, and I apply this philosophy to Artezaar. The lessons I learned from advertising campaigns, partnerships, consumer behavior studies and from my team have been instrumental in building a platform that resonates with both artists and buyers.
Artezaar.com has become one of the fastest-growing art galleries in the UAE. What do you think has contributed to its rapid success? Can you tell us more about the mission and vision of Artezaar.com and how you aim to build a community of flourishing and aspiring artists? What challenges did you face when starting Artezaar.com, and how did you overcome them?
Artezaar’s success begins with the incredible artists we are privileged and grateful to work with. We now have a community of over 200 Artezaar Artists (all living here in the UAE) and more than 2,000 artworks featured on our platform, representing about 24-25 nationalities. In fact, our youngest artist is now 11 years old! Their passion, creativity and dedication to spreading the joy of art form the foundation of Artezaar.
Each artist brings a unique perspective, and their collective talent creates an inspiring environment that resonates with art lovers and collectors alike. Their commitment to their craft and the stories they tell through their art have been instrumental in making Artezaar a trusted and vibrant art platform. At Artezaar, we sell affordable art, our prices start from 250 AED upto 20,000 AED, and we have paintings, digital & AI art and home décor items all available online.
But nothing is possible without having a fabulous team in place. People see me, but in reality there are a lot of different “teams” that contribute to the success of Artezaar. They work in the background, each doing daily tasks that you might not be aware of. Today – if I count all the teams – we are 12-15 people working in the background contributing in some way to Artezaar daily. And for this I am truly grateful.
Each time we sell a painting, I promise you I am so thankful. 99.9% of the time it is not my painting that we sell. But truly – I am so grateful to the Art Buyer that has invested their hard earned money into buying a piece that means something to the artists. The joy I feel each time we deliver a piece of art multiplies each time. That’s what keeps me going – The Joy of Spreading Our Love of Art to Everyone!
Our achievements and partnerships have also significantly contributed to our growth. Artezaar has been blessed to be honored with the MEA Markets UAE Business Award for Best Online Art Gallery in 2023 and 2024, and was recognized as Best Art Gallery Collective by World Art Dubai in 2024. These accolades validate our vision of creating a high-quality, inclusive platform for artists and art enthusiasts.
Collaborations with prestigious venues such as Time Out Market Dubai, 25hours Hotel One Central, Anantara Hotel Downtown, More Café One Central, Bayt Damas, Andaz The Palm, Hilton JBR The Walk and various other places have further expanded our reach and helped us connect with new audiences while showcasing our artists in culturally significant spaces. Grateful to all these venues who believed in us and in our artists.
Another key factor in our growth has been our participation in World Art Dubai, the largest retail art fair in the MENA region. We launched Artezaar at this World Art Dubai in 2019 and have participated every year since, and we are today their official Feature Partner. World Art Dubai has provided us with an invaluable platform to connect with a global audience of artists, collectors, and art lovers, fostering new connections and amplifying our mission of celebrating creativity. I always tell everyone – World Art Dubai is our home. The team is just fabulous!
We also collaborate with various physical art galleries as well. We are proud and grateful to call Reem Art Gallery, Cross Borders Art Gallery and Dubai International Art Centre as our partners in this beautiful journey of ours.
Our workshops and art experiences play a vital role in helping us build a thriving art community. We regularly organize engaging workshops tailored to various skill levels and interests, from casual ‘Sip and Paint’ style events to more in-depth workshops that focus on specific artistic techniques such as acrylics, watercolors, and mixed media. In addition to these, we create customized corporate workshop experiences designed to foster team building and creativity in a professional setting. And we never forget the kids – the future talent of the UAE. We learn so much from them by just being with them!
We also try to curate meaningful exhibitions with themes that celebrate cultural beauty, such as Ramadan, UAE heritage and global diversity. Additionally, we host exhibitions focused on art-specific themes like abstract art, nature-inspired pieces, travel art and floral art. These initiatives ensure inclusivity and provide opportunities for artists to showcase their unique styles while catering to a wide audience. Through these events and workshops, we bring people together to celebrate the transformative power of art.
Indeed, starting Artezaar.com was a rewarding experience but not without its challenges. One of the major hurdles was building awareness and trust in a digital-first art platform, especially in a region where traditional art galleries dominate. Convincing artists and buyers to embrace an online marketplace required consistent effort, transparency, and education. We overcame this by focusing on delivering quality, showcasing exceptional artwork, and being transparent in our operations.
Balancing the creative and business aspects of the platform was another challenge. It required us to wear multiple hats and constantly adapt to new situations. For instance, when the pandemic disrupted in-person events, we quickly pivoted to offer online classes and virtual exhibitions. Each challenge pushed us to innovate, and the support of our artists and community helped us navigate these hurdles successfully. These experiences not only strengthened our adaptability but also deepened our resolve to stay true to our mission of empowering artists and spreading the joy of art.
How important is community engagement for Artezaar.com, and what initiatives do you have to foster this?
Community engagement and collaboration is at the heart of everything we do at Artezaar. We believe that art is not just about individual expression but about building connections, fostering relationships, and creating a sense of belonging. Our unique exhibitions, workshops, and events help bring artists and art lovers together. These initiatives provide valuable opportunities for collaboration, learning, and celebrating creativity.
In addition to hosting exhibitions and events, we also organize more informal gatherings, such as casual coffee mornings and meetups exclusively for our Artezaar Artists. These meetups encourage open dialogue, foster friendships within the community, and create a supportive environment for artists to share experiences and ideas.
We also go beyond physical events to support and promote our artists digitally. Artezaar showcases a variety of its artists on our ‘Heart to Heart’ podcast series, where they can share their stories, creative processes, and inspirations. Through our ‘Featured Artist’ campaigns, we highlight individual artists across our social media channels and website, giving them greater visibility and helping to expand their reach and engagement. These initiatives are designed to not only spotlight their talent but also connect them with potential buyers and art enthusiasts.
By fostering both in-person connections and digital engagement, Artezaar has built a thriving, inclusive community where artists feel supported, valued, and inspired. This approach reflects our commitment to empowering artists and celebrating the beauty of art in all its forms.
You are a motivational speaker. What core messages do you share with your audience, and how do you inspire them to follow their passions?
I often speak about the importance of embracing change, staying true to yourself, and following your soul’s calling. My TEDx talk (available on Youtube), “E-ngineering a Better You,” reflects this philosophy. I encourage people to take charge of their lives, overcome fear, and pursue their dreams with conviction. I share my own journey of transitioning from a corporate career to building Artezaar.com as a way to inspire others to believe in their potential.
My core message is that growth comes from stepping out of your comfort zone and embracing challenges as opportunities. I believe in staying grounded and aligned with your values. But most importantly, living each day in gratitude. Not everyone gets to follow and work daily on their passion – and for that I am truly thankful.
How has your artistic style evolved since you started focusing on your art full-time?
My style keeps growing, because I keep learning! Most importantly – I keep asking. Because of Artezaar, I keep meeting new artists, I keep seeing their new works, and I keep getting inspired by the work they create. And then, the little kid in me asks them – how did you do this? This has been my growth. I do go and learn new techniques – and maybe that comes from the fact that when I joined media as a planner some 25 years ago, digital media did not exist. Content (the way we know it today) did not exist. But I kept asking then, and kept growing. So that learning curve in me never stops.
I wish I could say I paint or do pottery or sculpt all day or once a week. The truth is I don’t. Artezaar + my other projects take up my day. So I tell artists – you paint. You create. And I will do my best to ensure the platform is visible to everyone.
What themes or subjects do you find most compelling in your artwork, and why? Any favorite artists or art movements?
My art is deeply inspired by the beauty of imperfection and the stories it holds. I find myself drawn to the hidden details, the imperfections in people, nature, and everyday things that often go unnoticed but carry so much soul and character. These imperfections inspire me to explore their unique stories and translate them onto my canvas. I see beauty as a choice, and I choose to see it embedded in these imperfections. It is this perspective that shapes much of my work and brings vibrancy and depth to my brush and palette knife strokes.
Travel is another theme that profoundly influences my artwork. Painting scenes from my travel photography allows me to capture the emotions and essence of the places I have visited. Each piece becomes a journey deep into my soul, where I channel the positivity and energy I experience through my strokes. I aim to create art that radiates positivity and good vibes.
In terms of inspiration, my favorite artists are Michelangelo, Raphael and Edgar Degas. Rome is my favorite place to travel to – it’s like walking into an open art gallery. Each time I go to Rome, I discover new things, new techniques. It amazes me what the masters created then.
Can you describe a particularly memorable project or piece of art that you’ve worked on and what it meant to you?
Let me answer this question as it relates to Leena the artist ( I worked on a sculpture of Shiva for about 1 year – and that piece means the world to me. The thing about sculptures and pottery is that it teaches you to “let go”. Once you build it, and put it into the kiln for firing – you let go. You don’t know if the piece will crack or not. One little air bubble can crack the sculpture. So that 1 year I was building the sculpture, I was simply enjoying the process of creating. The process of being one with it. The process of connecting with my clay. When we put it into the kiln, I let go. But when it emerged without a crack – I was the happiest I have ever been!
Another piece I recently created was from an old photograph of a beach in Sierra Leone (West Africa). I was born there, and I lived there for the first 11 years of my life. It’s all I ever knew before I moved to Dubai. I was painting that piece, and I had tears running down – remembering my beautiful childhood running around carefree on those beaches. That’s another piece I love.
Each piece of mine has a memory embedded in it. But I have learnt to put my art out there, and let go. I believe each art piece has a family to go to, and when it’s time – it will go. I just focus on creating!
How do you balance the creative and business aspects of running Artezaar.com? What are your future goals for Artezaar.com and your personal artistic career?
It is all about staying organized and being passionate about both sides of the work. Creativity drives the vision and energy behind Artezaar, while business strategies help us scale and sustain the platform. By combining these two elements, we can ensure that Artezaar continues to grow while staying true to its artistic roots.
Balancing the creative and business aspects requires careful planning and a lot of flexibility. I dedicate specific time for creative pursuits and for my family, my wellbeing etc and separate time for managing business operations. My background in media and advertising has been a huge asset in streamlining processes, prioritizing tasks, and ensuring that neither aspect is neglected.
For Artezaar, the goal is to expand globally and create even more opportunities for artists to showcase their talent. We want to reach new markets, exhibit globally and continue building partnerships that strengthen the art ecosystem. Personally, I want to explore new mediums and themes in my art and continue growing as an artist. My ultimate goal is to inspire others through both Artezaar and my own creative journey.
What does Dubai mean to you, and do you have a favorite spot in the city?
Dubai is home in every sense of the word. It’s been an amazing 36+ years. I’ve experienced the city’s incredible transformation firsthand. It is where I went to school, college, and started my career, and it is also the place where I built Artezaar. Dubai has been a constant source of inspiration, with its dynamic energy, cultural diversity, and unwavering drive for innovation. It is a city that not only embraces dreams but actively helps turn them into reality. As a woman, I have only experienced only love and respect in this city and for that I am grateful.
My favorite spots in the city are actually the old restaurants in Bur Dubai, Karama, Satwa – where I grew up eating authentic good food! I love the old Dubai areas, the authenticity still exists. I love the beaches and spending time there, in peace and quiet – away from the hustle and bustle.
Looking back at your career, is there anything you would have done differently?
No. Everything has a time and place. And everything happens in divine timing. I would have not changed anything or done anything differently. Every company, every Boss I had, every team I was blessed to work with – came to me in divine timing. Artezaar happened when it was meant to happen.
I am grateful for every step, every experience, and every person I met that brought me here where I am today.
What advice would you give to aspiring entrepreneurs, especially those looking to start a business in the creative industry?
My advice is to follow your passion but also do your homework. Don’t walk away from your jobs that actually contribute to your daily living. Start by doing both and see the first 2 years how you feel. Then switch careers. Be ready to adapt. Be ready to change. Be ready to accept that the first 2 to 3 years your business might not make anything. Is that something that scares you or is it something that motivates you?
Change is not easy. It’s uncomfortable and it pushes you to the edges of unknown that you have not experienced before.
The only way I can describe it is that any business – when you start it – it’s like giving birth to a baby. A baby doesn’t start walking and talking from Day 1. It requires you to nurture it, adapt to it, and grow with it. You feed it, burp it, you change dirty diapers. You don’t sleep. It cries and you are baffled why? It changes you as a human being.
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When it starts to grow in a different direction, you need to allow it to show you where it is going. It’s a process. Be patient. Be open. And stay authentic and true to yourself. The journey is about you. No one else but you.
There are days you will want to walk away, and that’s ok. There are days you will stick through it – and that’s ok too. But be clear and true to yourself. And to your business.
Only then will magic happen. Only then will you see the little successes and miracles. Just be grateful for each day, be grateful for each thing.
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Courtesy: Sands And City (Posted on Dec 17, 2024)
Super and beautiful thoughts