Charuka Arora

in conversation with Victoria J. Fry

artstoheartsproject.com artstoheartsproject www.charukaarora.com charukaarora

Tell us about your journey as an artist. Have you always been creating?

I was always a creative child. I think creativity has been the only language I knew. I grew up in a small town in India, Agra (The city of Taj). And, in a patriarchal set up. So you know, it’s like boys are athletic and girls are crafty. My brother and I were of the same age growing up together. When he would spend his time out with the boys. I would often spend time in my room spilling glitter and making things. And, at that point I never knew I had something that was unique or special, or even a skill. I always thought everyone was creative like me. Now I understand that we are all creative in different ways.

I remember my mom refusing to change my bedsheets because only in a matter of a few hours they would be back spilled with glitter. I think my creativity and my habit of creating stems from my mother. I spent days and hours roaming in small alleys of our town with my mum. I keep sharing this story ample of times on my podcast. I think I was blessed to learn creativity in a raw way, which is something I cherish so much. I would thrift shop embroideries and fabrics with my mom, go to the tailors and get clothes stitched. While growing up I saw my mom do a fashion study course and I admire her drawings and creativity so much. Even with cooking, I saw making food as a creative process. She was an excellent cook. I never saw her measure ingredients or follow recipes. She would trust her instincts and her hands. I think I have learned all of these very integral skills of my life and creative practice since the beginning because of her.

So yes, I have been creating. I am truly grateful to my roots and my culture for having had that experience.

ARTIST & FOUNDER OF ARTS TO HEART S P R OJECT

You draw inspiration from fashion, textile, and your own cultural heritage. What do you hope to communicate through your work?

I find this the hardest thing to answer ever. I always say art is an extension of who we are and our experiences. I leaned into the arts and creativity because I have always found it hard to make sense of what’s happening around me. I grew up as a very uncomfortable child. Mostly, feeling like a misfit. I honestly make art because I genuinely passionately need it in my life. It’s like a necessity for me to be able to keep going forward in life.

I don’t want to see art as a profession. Rather, I like to see art as a friend. So, I talk to it about things that I go through, things I experience and I love. Things that matter to me. My deepest darkest secrets.The best thing is I know that it will always stay between my creativity and me.

And I love that. I find it like a privilege where I can pour my heart and soul into something. Set it out in the world. And, yet one can never truly know if I don’t want them. It’s like my comfort zone. My safety net.

The question of ‘Home’ has always been one that’s been integral to my life and my work. In the past couple of years, especially since my mothers passing away, I have found my ‘Home’ in those stories, in how I grew up, my cultural influences and so much more. These elements define me and have shaped who I am.

So they have always been something I feel essentially connected to. I see my work in layers - the aesthetic or the visual layer, and the thought layer. My work always has underlying themes that I continue to experience as a woman.

In addition to being an artist, you are also the founder of Arts to Hearts Project, a podcast and community for women artists. What inspired you to launch this initiative?

To be completely honest, I felt so lonely as a creative and an artist. I was finding it harder and harder to move forward alone. For the longest time, I felt that I was the only one feeling this.

And, eventually and thankfully I learned that it wasn’t just me. I couldn’t find the support, the networks and the community I was yearning for around me. But, I have always enjoyed the company of like minded women. I have always been open to learning and collaborating with others.

I had been fascinated by the idea of podcasting for quite some time, but never knew what and how I should go about it. Until one day I realized that I would love to have a podcast and share these conversations with my peers, mentors, and fellow creatives. I have always loved podcasts and truly admire the value they provide. Now knowing the effort it takes to launch a podcast, it’s incredible to see the connections it builds.

Everything we do today has been slowly and steadily built on the foundation of my own experiences and needs as an artist and of people around me. Today Arts to Hearts Project is a media publication and community led platform. We help women artists tune their creativity into money making careers and businesses. With this platform, I truly want women to realize their creative potential and know that the possibilities are unlimited.

How has being an artist and entrepreneur impacted you on a personal level?

I feel both roles are very interconnected and overlap innumerable times. In both these roles, my creativity is my best friend and the driving force.I truly cherish the process more than the destination. Being an artist and an entrepreneur teaches you patience and perseverance - trusting your gut is one of the key takeaways. Whether you are chasing a new business idea or an idea to make something, you have to keep trusting your gut to guide you. You have to be open to improvisations and sometimes even start from scratch a number of times.

I think both of these roles ground me a lot. They teach you how to be resourceful. Entrepreneurship brings you to the ground every once in a blue. The challenges it brings and the conviction it takes is immense. While entrepreneurship is often about serving others, my art is the connection to myself. To my heart. It’s like my soul’s work. I truly don’t think there could be a better combination for me than this.

What advice would you give to an artist who is interested in launching a platform or community of their own?

I would say do it. It’s not going to be easy, and you don’t have to have it all figured out. You will fall a million times. Cry a thousand more (haha). But if your heart truly calls for it, go create it. Don’t let your current situation guide your actions, and know that you are the ultimate creator. You can do anything your heart desires. Find your purpose. Put your blinders on and keep doing the work. Be patient and trust yourself.

What does the next year look like for the Arts to Hearts Project? Do you have any exciting projects coming up? If so, tell us!

I am someone who wakes up with a ton of ideas every day! So, who knows what I might pick anytime in the coming months. My focus for the coming year is to build a more deeply invested community. We have recently launched the Arts To Hearts shop with a mission to create products and templates that empower artists in life & business. We are also going to launch the Arts to Hearts magazine soon, and we’re currently working on creating affordable courses for our community to grow their skills and careers. Lastly, the Arts to Hearts podcast is now getting bigger and better with women creators from different industries.

Pairā, watercolor, gouache, embellishments on lana 100% rag paper on cradled wood, 9x12in