We caught up with the brilliant and insightful Devika Mahajan a few weeks ago and have shared our conversation below.

Devika, thanks for joining us, excited to have you contributing your stories and insights. Did you always know you wanted to pursue a creative or artistic career? When did you first know?

To be honest, that realisation was more of an organic shift than a sudden epiphany. It began with a simple routine: coming home from the office and dedicating an hour or so to painting every day to deal with the day’s work stress. This daily ritual was the most relaxing and fulfilling part of my day for a few months. It also helped me realise what was missing from my professional life as an architect – the profound sense of joy and satisfaction one needs from their job to be truly happy in life.

As I formed a deeper connection with my art, I grew more confident about showing it to people and I started sharing my work on Instagram. I was pleasantly surprised to see that there was a wide audience that greatly appreciated my work. People were showing genuine interest in purchasing my work! This validation, coupled with the growing realisation that I derived more satisfaction from my art than my architectural work, prompted me to reconsider my career path.

For me, it was essential that whatever path I chose to embark on independently had to be inherently fulfilling on a creative level in addition to giving me financial stability. Once this was clear to me, I took that leap into creative entrepreneurship and started The Artsychoke.

Devika, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I am an architect, freelance illustrator, surface pattern designer and more recently, a small business owner.

I have been painting since childhood and even as a working adult practicing architecture, art is what made me truly happy. So in late 2018 I took a huge leap of faith, put a stop to my architecture career and started making art, hoping to make it a full time job. Thus, The Artsychoke was born in a little corner of my room.

The Artsychoke is all about blending the structured world of architecture with the whimsical world of art. I create unique artwork and surface patterns inspired by nature and the beauty of classical textile prints. My love for bold and bright colour palettes shines through in everything I create, be it a detailed botanical illustration, a captivating architectural sketch, or a unique floral pattern.

In addition to selling original paintings and commissioned work, I license my art through print on demand websites like Society6 and Redbubble.

I also teach art and illustration through online classes that are hosted on both Skillshare and Udemy. These are pre-recorded classes which can be taken at one’s own pace.

A recent career milestone – I launched my online store, The Artsychoke Store through which I sell my original artwork, DIY Painting Kits, handmade and hand-painted products like coasters, gift tags, envelopes. And I am currently working on launching more products like my own stationery collection and colouring books so there’s a lot of exciting stuff to look out for if you’re keen to follow my art journey.

I started to realise the power of community in today’s world and hence, I’m currently also focusing on building a creative community that I can connect with outside of Instagram, through an email newsletter. The aim is to share a lot of BTS, tips, processes, mistakes and lessons learned, and a lot more of my creative journey which aren’t restricted to just pretty pictures or product sales.

Do you think there is something that non-creatives might struggle to understand about your journey as a creative? Maybe you can shed some light?

This is a great question. Creativity is often romanticised as a whimsical, effortless process, but in reality, it’s filled with moments of frustration, uncertainty, and vulnerability. Art is indeed highly subjective and deeply emotional, which can make it challenging for non-creatives to fully appreciate its significance.

The creative journey is never a linear process; it’s a meandering path filled with unexpected twists and turns. Unlike traditional endeavours where success is often defined by clear-cut goals and predefined outcomes, creativity thrives in ambiguity and unpredictability.

One of the most beautiful aspects of the creative life is its inherent forgiveness. For a creative mind, a deviation from the initial vision or an unexpected outcome doesn’t necessarily equate to failure. In fact, these deviations often lead to new discoveries, unforeseen beauty, and sometimes even personal growth. Non-creatives can benefit from embracing this mindset – understanding that setbacks and deviations are not indicators of failure but opportunities for exploration and finding beauty in imperfection.

Lastly, I believe creativity is a journey of self-discovery, growth, and expression, and while it may be difficult at times, it’s also incredibly rewarding. So, to those who may not fully understand the intricacies of the creative journey, I would encourage them to approach it with empathy and an open mind, for there’s much to learn and appreciate in the pursuit of creativity.

Any insights you can share with us about how you built up your social media presence?

Consistency, along with authenticity and patience is the key when it comes to growing your audience on Instagram. I’ve experienced first-hand the impact of maintaining a regular posting schedule on my engagement levels. During periods when I’ve lapsed in posting, I noticed a decline in audience engagement with my content. However, as I recommitted to posting consistently, I witnessed a resurgence in engagement. While it can be challenging to post every day, I aim to post content at least two to three times a week to keep my audience engaged and connected (and the algorithm happy!)

Find your own unique style and stick to it. In my early days on Instagram I posted all the different styles of artwork I made, just because I didn’t know what people would like. This process of trial and error helped be understand what my audience liked. My architectural sketches got a lukewarm response, while my floral patterns series was an instant and massive hit. Once I realised this, I curated my feed to reflect this particular aesthetic and consistently delivered similar content. Doing this not only helped my follower count grow but also establish a kind of brand identity. My audience started recognising my unique style and connecting with me more through it.

Another invaluable piece of advice I would offer for growing your audience on Instagram as an artist is to actively engage with the community. Building or becoming a part of a community of like-minded individuals can significantly enhance your visibility and reach on the platform. It’s not just about posting content and waiting for likes and follows; it’s about fostering meaningful connections and contributing to something useful.

One of the simplest yet most effective ways to engage with the community is by actively supporting other artists whose work resonates with you. Whether it’s leaving a thoughtful comment or sending a direct message expressing your appreciation, these small gestures can go a long way in cultivating a supportive network of fellow creatives.

In recent times, Reels have become a game-changer on Instagram, especially with the platform’s aggressive promotion of video content. While creating videos might not be everyone’s cup of tea, for those who enjoy it, Reels offer a brilliant opportunity to showcase their work and reach a wider audience. Personally, I’ve seen a significant spike in my following since I began posting more Reels.

Contrary to popular belief, hashtags are still relevant on Instagram and are valuable for expanding your reach. However, it’s important to use only relevant hashtags and avoid overloading your posts with too many hashtags. I typically use six to seven relevant hashtags per post.

Finally, I cannot stress enough the importance of staying authentic. I strongly advice against buying followers no matter how tempting it may seem. The Instagram algorithm is designed to prioritize genuine engagement and connection, so focusing on building an organic following through meaningful interactions and high-quality content is key to long-term success on the platform.

Contact Info:

• Website: https://www.theartsychoke.com
• Instagram: https://www.instagram.com/the_artsychoke/
• Facebook: The Artsychoke