Interview with Leena Kewlani: “Artezaar evolving into a global movement that redefines how the world discovers talent”

Leena Kewlani

What inspired you to found Artezaar, and what was your original vision?

The inspiration came from noticing a massive “silent” community of incredible creators in the UAE who had no place to showcase their work. My original vision was to bridge the gap between traditional, high-barrier galleries and these “hidden” artists. We’ve successfully transitioned from a local startup to a sophisticated, globally connected marketplace representing over 150 artists from 30 nationalities. While we’ve achieved the “proof of concept,” the work ahead is about scaling our influence so that every household in the UAE sees original, home-grown art as an accessible choice rather than a luxury.

How do you see Artezaar contributing to the development of the contemporary art scene in the UAE?

Artezaar acts as a digital cornerstone for the UAE art ecosystem. We aren’t just selling paintings; we are documenting the cultural tapestry of the people who call the UAE home. By providing a platform for diverse voices, we are helping to grow the scene and ensure that the “contemporary art” label includes the authentic, raw stories of our resident community.

Why is it important for you to give space to new voices?

New voices are the lifeblood of any creative culture. Our Art for All philosophy means that everyone has a “story behind the brush” worth sharing. By giving emerging artists a professional platform, we help them find and grow their confidence and their audience. It’s about building a sustainable future where the next generation of UAE artists feels seen, heard and supported from day one.

How do you approach curating for an online audience while maintaining a strong identity

Curating for a global online audience is an act of balancing technical strategy with creative soul. With over 25+ years in the marketing industry, I lead our teams in constantly evolving the platform to ensure we are visible across all modern digital touchpoints. We prioritize being highly searchable on Google and other search engines, while also optimizing for AI search to keep our artists reachable in a changing landscape. Beneath this digital layer, our identity is non-negotiable. We focus exclusively on original, hand-painted work to ensure every piece resonates with the high standards of the Artezaar name.

How can digital galleries make art more accessible and inclusive?

Digital galleries remove the “intimidation factor.” Walking into a physical gallery can feel exclusionary for some, but a digital platform is open 24/7 to everyone, everywhere. We make it inclusive by offering a wide range of price points and styles, ensuring that a young professional or a first-time collector can find something beautiful that resonates with them without feeling overwhelmed.

How do you balance local perspectives with global reach?

We are a proud UAE home grown brand with clear ambitions to grow globally, and I do not see those goals as being in conflict. The UAE is a global hub by nature, which makes it the perfect launchpad for an international platform. When we showcase our 'Unified Canvas' of over 30 nationalities, we are presenting a local perspective that is inherently global. The stories our artists tell about home, identity, and connection are universal themes that resonate with an online audience from New York to Mumbai. Our mission is to prove that a brand rooted in the UAE can speak with a voice the entire world understands.

What challenges have shaped your journey as a founder?

The initial challenge was debunking the myth that 'online' meant 'lower quality.' We had to prove that a digital-first model could still offer a deeply human-centric experience. Beyond that, the real hurdle was the granular reality of starting a business from the ground up. While I previously had teams handling the daily tech and groundwork, I realized that as a founder, I had to learn every minute detail myself. I had to immerse myself in everything from technical back-ends to the complexities of accounts and cash flows. These hurdles taught me that authenticity is the best marketing strategy. If you don't know something, it's perfectly fine to admit that, and learn it. When you are transparent about your artists, your processes, and your own journey, you build a foundation of trust that truly defines the platform.  

How is technology changing the way we connect with art?

Technology is effectively breaking down the walls of the 'ivory tower,' making the art world more transparent and approachable for everyone. We utilize immersive 3D virtual galleries that allow collectors to walk through a digital space and experience the scale and presence of a piece as if they were standing in a physical room. This experience is further enhanced by augmented reality applications that enable users to 'see it on your wall' before they buy, allowing them to visualize exactly how an artwork will transform their own living space. By combining these immersive tools with video and social media, we provide a window into the artist’s studio and the human voice behind the work. It makes the connection more personal and less transactional, ensuring that every purchase is rooted in a genuine emotional resonance.

Do you see Artezaar as more than just a gallery?

I view Artezaar as much more than a gallery; it is a holistic cultural ecosystem and a creative home for our artists. Our platform serves as a safe space where creators from all backgrounds can showcase and promote their work with confidence. It is built on the principle of growing together, ensuring that as we gain visibility across the globe, our artists rise alongside us. We are a cultural platform that brings everyone together into a cohesive community where they feel supported and heard. Beyond traditional sales, we are committed to projects that merge different artistic disciplines to create entirely new experiences. This collaborative spirit drives visibility and supports our artists by proving that when we speak with 'One Voice,' our collective impact is much greater than the sum of its parts.  

How do you imagine Artezaar evolving in the years ahead?

I imagine Artezaar evolving into a global movement that redefines how the world discovers talent. We are moving toward becoming a borderless hub where a collector in London can seamlessly connect with the story of an artist in Dubai through high-tech, high-touch experiences. While I don’t believe traditional galleries will disappear, I do believe the old 'gatekeeper' model is becoming a thing of the past. The future belongs to platforms that empower the artist directly. Digital galleries are not just an alternative; they are the primary gateway to accessibility. My goal is for Artezaar to lead this shift, using advanced technology and AI to ensure that the 'One Voice' of our community is heard in every corner of the world.   My vision & dream is for Artezaar to be remembered as the definitive cornerstone of the global creative ecosystem, a platform that started as a home grown UAE dream and grew into the world’s most trusted 'safe space' for the human voice behind the brush.

INTERVIEW: Ana Stjelja