Dawit Woldemariam is a distinguished Business Development Manager with over six years of experience spanning Kenya, Mauritius, South Africa, and Ethiopia. Dawit is an alumnus of the African Leadership University in Mauritius, where he made his mark as the director of the Arts Fest – Voyaz Kiltirel. His expertise lies in stakeholder engagement, project management, and digital marketing, with a particular emphasis on fostering collaboration and innovation. Currently, Dawit is making significant strides in the art world as a leader at Sensul, where he is committed to bridging the gap between African artists and the global art scene. His passion for driving positive change and his strategic vision are pivotal in creating a dynamic platform for contemporary African art. We are excited to dig into Dawit’s journey and insights. Excerpts;

Capital: Can you tell us about the inspiration behind founding Sensul? What motivated you and Abby to start this online art gallery?

Dawit Woldemariam: Abby and I founded Sensul out of a shared passion for art and a desire to create a platform that showcases the vibrant and diverse contemporary artistic narratives from Africa and its diaspora. We wanted to make these incredible works accessible to a global audience and celebrate the unique stories they tell.

Capital: How did your experience as an art director for the Voyaz Kiltril Arts Festival influence your vision for Sensul?

Dawit: My experience as an art director provided me with unique insights into various approaches to exhibitions and the promotion of contemporary art. It taught me the importance of curating innovative and compelling exhibitions, a principle that I’ve carried over to Sensul.

Capital: What unique perspectives do you and Abby bring to Sensul from your respective backgrounds in Ethiopia and California?

Dawit: Abby and I bring a blend of perspectives from Ethiopia and California. Abby’s experience in diverse international art spaces in California has expanded her understanding of global art trends, while my background in Ethiopia gives me a deep appreciation for the rich artistic heritage and contemporary narratives from the continent. Together, we merge these perspectives to create a platform that is both global and deeply rooted in African culture.

Capital: Sensul aims to bridge the gap between African artists and the global art scene. How do you plan to achieve this goal?

Dawit: We aim to bridge this gap by leveraging technology to create an accessible online platform where collectors can explore and purchase art. Additionally, we are committed to promoting our artists through social media, online exhibitions, and collaborations with international galleries and institutions.

Capital: What do you think sets Sensul apart from other online art galleries?

Dawit: Sensul stands out because of our focus on African and diaspora artists, our personalised approach to supporting our customers on their buyer journey and us especially marketing to customers under 40 years old, a demographic that is not really being targeted in the art world.

Capital: How does Sensul contribute to the promotion and appreciation of African art and culture on a global scale?

Dawit: Sensul promotes African art and culture by providing a platform for artists to share their work with a global audience. We also engage with art enthusiasts and collectors through curated exhibitions, educational content, and social media, fostering a deeper appreciation for the diverse artistic narratives from Africa and its diaspora.

Capital: Can you describe your curatorial approach at Sensul? How do you decide which artists and artworks to feature?

Dawit: Our curatorial approach is rooted in a deep appreciation for the nuances and common threads that make African art compelling. We seek out artists whose work tells powerful stories, reflects unique perspectives, and resonates with our mission to celebrate African culture through contemporary art. Working with expert curators, we aim to discover the best talent. We feature artworks we love and artists that excite us, ensuring each piece aligns with our vision.

Capital: What challenges have you faced in curating and promoting contemporary African art, and how have you overcome them?

Dawit: One of the main challenges has been increasing visibility for our artists in the global art market. We plan to overcome this by leveraging social media, creating engaging online content, and forming partnerships with other galleries and institutions to reach a broader audience.

Capital: How do you balance showcasing both emerging and established artists in your gallery?

Dawit: We ensure that both emerging and established artists receive equal visibility. We carefully curate each artist’s profile, presenting their unique stories and artworks with the same level of care. This approach provides emerging artists with valuable exposure and credibility while allowing established artists to contribute to a rich, diverse collection that attracts a wide range of collectors and art enthusiasts. By displaying all artists’ works equally, we create a balanced and inclusive gallery experience.

Capital: You mentioned embracing the latest technologies in your approach. Can you elaborate on how technology plays a role in Sensul’s operations and exhibitions?

Dawit: Our online gallery offers a seamless experience for exploring and purchasing art, including a “buy now, pay later” system, making art more accessible. This feature allows collectors to acquire artworks immediately while managing their finances flexibly. By integrating advanced digital tools, we create an immersive and convenient platform for both artists and collectors, fostering a vibrant community and supporting the growth of contemporary African art.

Capital: How do you see virtual reality and other digital tools enhancing the experience for art collectors and enthusiasts on Sensul?

Dawit: It would be very cool to have a virtual gallery on the website in the future. Our goal is to always make art purchasing more seamless and enjoyable for our customers and we think this would be a great way to do that.

Capital: How do you engage with your audience and foster a community of art collectors on platforms like Instagram and Facebook?

Dawit: We engage with our audience by sharing compelling content, including artist features, behind-the-scenes looks at our curation process, and educational posts about contemporary African art. We also encourage interaction through comments, direct messages, and virtual events we will host in the future.

Capital: What feedback have you received from the artists you feature and the collectors who purchase their work?

Dawit: The artists are so excited and that means the world to us. Everyone that has seen the website so far has also loved it. But we know this is going to be a continuous work in progress and we are always looking for ways to improve the website.

Capital: How important is social media in Sensul’s strategy for reaching a global audience?

Dawit: Social media is crucial for reaching a global audience. It allows us to connect with art enthusiasts and collectors worldwide, share our artists’ stories, and promote our exhibitions and events.

More specifically Instagram has become a primary way for people to view artworks and also purchase them. Apart from featuring photos of the artwork on Instagram, we also want to create content that engages with our audience and gives them an inside look into Sensul and our artists.

Capital: What are Sensul’s short-term and long-term goals?

Dawit: In the short term, we aim to expand our artist roster into other parts of Africa and increase our visibility in the global art market. Long-term, we aspire to become a leading platform for contemporary African art, fostering cultural exchange and making a lasting impact in the art world.

Capital: Are there any upcoming projects or collaborations that you’re particularly excited about?

Dawit: We have several exciting collaborations and exhibitions in the pipeline, which we will be announcing soon. These projects will further our mission to promote contemporary African art and connect artists with a global audience.

We hope to have a physical launch event so then we can have everyone in person. Keep your eyes peeled on our social media for that announcement.

Capital: How do you envision Sensul’s role evolving in the contemporary art world over the next few years?

Dawit: We envision Sensul becoming a major player in the contemporary art world, known for our innovative approach and commitment to showcasing the best of African and diaspora art. We aim to continue pushing boundaries and setting new standards for art galleries working with African artists.

As mentioned in our tagline, we do hope to be the source for fine art out of Africa.

Capital: Can you share a memorable moment or highlight from your journey with Sensul so far?

Dawit: Not a positive experience but certainly a memorable one. Just a week before signing our artists, one of us was hospitalized. The support and encouragement from our artists and community were incredible. It delayed us slightly, but thanks to everyone’s hard work, we launched successfully, demonstrating the resilience within Sensul.

Capital: What advice would you give to aspiring art curators and entrepreneurs who want to make a mark in the art world?

Dawit: Trust yourself and just start. Art is really an industry where you learn by doing and so our advice is to trust your instincts and dive right in. Plus, the art industry in Ethiopia is small but very supportive and people are more than willing to help you if you have any questions.  And the biggest one is – nothing can ever be perfect. Launch your idea and edit it as you go, don’t waste time

Capital: Is there anything else you would like to share with our readers about Sensul or your personal journey in the art industry?

Dawit: We are incredibly excited about the future of Sensul and the potential to make a lasting impact in the art world. We invite everyone to join us on this journey, explore our curated collections, and support the amazing talent emerging from Africa and its diaspora.

Go to our website – sensual.co and check us out on social media @sensul.co