Whether you’re already a Chaya Toron fan (better known by her followers as @paintsbychaya!) or are just hearing her name for the first time, you’ll quickly learn that everything this Cincinatti-based Judaica artist touches turns to gold. Her art is exceptionally beautiful, encompassing both vibrant scenes of the Holy Land and intimate moments of at-home life. But outside of her studio, Chaya is also just a wonderful (and hilarious) friend and person, eager to share ideas, trade stories, and offer behind-the-scenes thoughts on the creative life. I’m so excited that she’s participating in this round of Four Questions, and hope that her story inspires you as much as it inspires me. If you want to purchase her artwork, you can do so here, and you can keep following along on her Instagram over here.
Q
You frequently talk about just how important the packaging process is to you. What’s the importance of taking extra time to make something beautiful—whether it’s on a canvas or a dining room table?
A
Packaging is something I will forever be passionate about, and it’s actually one of the cornerstones of what I do. When I first set out to make a business plan and envision what my life as an artist would look like, I wrote down a list of practical, tangible things that I could do to “enhance” the experience of buying artwork. One of those initial checklist items was to create a packaging experience that was as beautiful and meaningful as the artwork within. At the time, I just thought that wax seals and fresh lavender might be beautiful to look at—and certainly nice from a marketing standpoint. But I don’t think I fully realized just how much this seemingly minor detail would impact my sales, growth, and overall image as a business. Now, it’s one of the main reasons people tell me they enjoy opening up a commission or hand-painted card they buy from my shop.
Details matter. I’ve always believed that. I joke about it now, but when I was as young as eight years old, I used to rearrange the gefilte fish platters my family would set out to make sure everything was symmetrical. Perfectly-sized carrots on top, a carefully-selected dish that fit everything just right…I cared about it all and still do. Yes, having an artistic eye helps, but it’s really more than just “making things pretty”—it’s about care and attention. When I’m putting something as personal as my artwork out into the world, I want to be certain that it shows a real thoughtfulness and meticulousness. It’s what I’d want for myself as a buyer too.
Q
How do you balance the creative and pragmatic aspects of your business?
A
This is a loaded question, but definitely an important one. Truthfully, turning my creative “hobby” into a business hasn’t been an easy ride. The key to my story, I think, is determination, and the deep passion I have for my craft. One day, I simply woke up and realized that my artwork needed to be monetized. I wanted more than just the occasional sell, the every-once-in-a-while art show. So, I turned to social media, deciding that it could be the first stepping stone in my plan. I learned from the best. I spent months listening to podcasts on business and art, I followed successful craftswomen and artists and tried to learn from what they’d managed to do. How did they use social media for marketing purposes? How did they land their biggest breaks, so to speak? What were the qualifications they needed to get to a place of true professionalism? And what did it even mean to be a professional artist, anyway?
Once I’d gathered all of that knowledge, I felt better equipped. I created my social accounts, but also a website and a payment system. I ordered business cards. I wrote up contracts. I thought about my vision for my artwork, and made that the basis of my marketing plan. And while it might sound trite, the truth is that once those legs—that foundation—was strong, the rest followed in suit. The financials and technical aspects of the business are something I struggled with at the beginning (and often still do), so I’ve had to rely heavily on my husband’s more mathematical brain to pull me through. I’ve had to ask for help in ways like that, and I’ve had to remember that I am not a robot—and neither are you. Any beginner can’t possibly be perfect at everything, or know their way around every obstacle. You will need someone to show you the way, whether via those same podcasts or a helping hand in real life. But it does come down to passion. At the end of each day, marketing and social media and contracts and financials aside, the driving force that pulled me through was my passion to succeed and my love for my art.
Q
How do you stay inspired on a day-to-day basis—regardless of what’s going on in your life?
A
Inspiration is a funny thing, isn’t it? I don’t know if I can define it—or even if I want to. It should be broad, I think, because everyone experiences it in such different ways. For one person, “inspiration” might come in the form of a quiet walk through the woods. For another, it could come while chopping up the ingredients for a simple salad. But if there’s one thing I can say with certainty about this complicated idea, it’s that inspiration should come naturally. In fact, it must. Whenever I become frustrated about not having new ideas, my frustration only makes things harder. I can’t force the inspiration to come, and sometimes, I just need to accept that it’s not my day or week to create. Accepting that the creative flow comes and goes is something I had to do very early on. I think this was and is a crucial factor in how I continue to produce artwork; it reminds me that it’s okay to take a break, and it minimizes any of those bad feelings about why I’m not able to produce on a streamlined, totally consistent basis.
Of course, that doesn’t mean there’s no hope of accessing inspiration. Give it time, and you can slowly ease back into a creative flow—it just isn’t going to be immediate. At least, it isn’t for me. Painting something that I love just for fun, taking time to do my craft outside of the business world, setting aside a commission to have some self-care time…all of those things are so important when it comes to reconnecting with someone’s love and passion for any craft.
Q
What are the aspects of Judaism that inspire you as you approach a new work of art, and what does it mean to you to be a “Jewish artist”?
A
Being a Jewish artist is something I identified with right away. It’s central to who I am. That’s not just because I’m a Hassidic Jew, although of course that’s a big piece of it. When I first got into the genre of Judaica art, I immediately connected with it on a separate, special level. I knew this was the path I wanted to take business-wise, as I felt that I could offer more originality via my own artistic spirit. Painting mystical themes and scenes of the Holy Land were instinctive to me. Over time, they also became habitual.
What I do with my hands is merely mundane. I select canvases, I pick up and put down brushes, I get water from the sink, I look carefully at colors. I become dirty, my clothes covered in paint. It’s interesting, yes, but it’s really just technical and it has little meaning.
When I add those Jewish themes, I feel something. I transform my mundane canvas into a painting that holds real power. When my audience or customers look at them, even just for a minute, my hope is that they feel something too.
You can purchase prints Chaya’s artwork at her website and follow her on Instagram here.