Artistic Entrepreneur Secures Dragon Investment & Launches New Product
“I was struck by Zena’s courage, having left a secure job at such an uncertain time to launch a business. It’s my hope that Zena’s story inspires other budding entrepreneurs to know that good businesses that truly address a customer need, and are willing to adapt, can survive and thrive even in these challenging times.” (Deborah Meaden)
Appearing in the first episode of the new series of Dragons’ Den, young London entrepreneur Zena El Farra secured investment from Deborah Meaden for her mindful painting business MasterPeace.
The Dragons were struck by Zena’s vision for using creativity as a tool to help people manage their mental health and wellbeing. During the pandemic, Zena (28), pivoted her studio-based painting business to create a series of At Home Art Kits, as a way to help people cope with the anxiety around Covid-19, and the negative effects of self-isolation.
Known for her commitment to wellness brands, Deborah invested £50k for 25% of Zena’s business. By making art more accessible for both adults and children at home, Zena hopes to help more people benefit from its soothing yet invigorating potential.
“At MasterPeace we want to raise awareness about the causes and cures of our modern stress epidemic. Whilst there is no silver bullet, research shows building self-care activities into our routines like drawing, colouring in and painting can be a small but powerful way to sustainably reduce stress,” said Zena.
Zena has taken a non-conventional career path, reflecting how many of us have been forced to adapt due to Covid-19, be that furlough, redundancies, or supplementing income through side-hustles.
Describing Zena, Deborah said: “She started her business whilst on a sabbatical from the big company she worked at. She decided to make it full time just as the pandemic started, forcing her to switch focus from studio art classes to mindful painting at home, with home art classes and art kits. She was pretty inspirational.”
New Product Launch
Putting Deborah’s investment to immediate use, Zena is growing her business with the launching of a brand-new product: IlluminArty, an Artist’s Projector made for the contemporary creative at home.
Connect your smartphone to IlluminArty and project a photo of your choice onto your canvas board, enabling you to outline your image effortlessly before starting to paint. Designed by artists for artists, it reconfigures to be an artist’s easel, a timelapsing stand and even a stylish desk lamp, for the space-conscious modern-day-maker.
“We designed it to feel like ‘part of the furniture’, something you’d be proud to showcase at the heart of your home rather than on the top shelf or in the attic. That way, it’s easy to build creativity into your day-to-day routines, as all the tools you need are always within arms reach.” added Zena.
The new IlluminArty costs £249 and is available from the MasterPeace website: www.masterpeace.