At Estelle., we believe that every artist’s path is defined by a series of transformative moments—those pivotal experiences that shape both their craft and their identity. For Selina Waxman, that moment came after years of channeling her creative energy into the corporate marketing world, where storytelling served brands but never truly fulfilled her own vision.
Selina’s journey from a world of deadlines to the immersive realm of abstract art is a testament to her passion and perseverance. From sneaking in night painting classes to working alongside mentors in an art studio on 97th and Amsterdam, her dedication to honing her craft has shaped a career rich in emotion and expression.
Her work, once constrained by small canvases and cautious strokes, has evolved into bold, expansive pieces where stories unfold through layers of texture and color. Each piece is not only a reflection of her personal growth but also an embodiment of the everyday moments and challenges that inspire her.
At Estelle., we are proud to champion artists like Selina, whose work tells stories that go beyond the canvas. Her evolution reminds us that art is not just about creation—it’s about resilience, connection, and the courage to share one’s journey with the world. We spoke with Selina to dive deeper in learning about her art and creative process.
What sparked your journey as an artist, and how has it evolved over the years?
S: Quite simply, I was done with deadlines. After years of working in marketing, crafting stories to sell everything from burgers to cars, I realized I was pouring my creative energy into someone else’s vision—and it wasn’t fulfilling. By day, I worked in business, but by night, I snuck in painting classes wherever I could.
After 27 years in marketing, life shifted. We moved, and it felt like a sign. I looked up the nearest art studio on a whim, and by the next week, I was standing in a real studio at 97th and Amsterdam, with a mentor who taught me the foundations of abstract painting and pushed me to paint daily. From there, it was a constant journey—spending hours at the MoMA, attending artist exhibitions, art events, soaking up everything I could between school drop-offs and pick-ups.
I started cautiously, working on 12” x 12” canvases, but over time, I grew bolder. Now I’m moving freely across 110” x 96” canvases, telling stories with more passion than ever. My art, and I, finally came alive.
What are some of the biggest challenges you've faced as an artist, and how do they shape your work today?
S: One of the biggest challenges I’ve faced as an artist is the classic one: how do I get exposure? Like many, I started small, following the lead of artists I admired. I called on friends and family to help spread the word, gave away free artwork, and hustled to get my pieces seen. I even partnered with a furniture store to showcase my work in their showroom. I built an old-school email list and invited people to visit my studio. At first, I sold my paintings for $50, but as word of mouth spread, I started charging $100 for that same piece.
The biggest shift for me was realizing I had to actively promote myself—I couldn’t be shy about it. I had to proudly tell people that I was painting to sell. Finding the right demographic was key too, so I aligned myself with high-end stores and went to events with interior designers, mingling and introducing my work. Even if I had to pretend to like martinis, the more designers I met, the more opportunities I had to show my art. Today, those early connections have grown, and Italinteriors in Toronto is still one of my biggest supporters.
These challenges taught me persistence and confidence. Now, I'm not just an artist creating work—I’m an artist actively sharing and promoting that work, which has shaped how I approach every piece.
What drives your creativity today? Is it personal experiences, emotions, or perhaps everyday moments?
S: My creativity comes from just about anything—how I’m feeling in the moment, the way the laundry looks piled up and unfolded, a walk in the woods, or even my daughter’s outfit of the day (which, let’s be honest, is often a painting all on its own). It’s those everyday moments, those little bursts of life, that spark something in me. Inspiration doesn’t have to come from grand experiences; sometimes it’s the simplest things that ignite the most creativity.
What does your creative process look like today?
S: My creative process always starts with something personal—I draw a house and four thick lines, representing my home and our family of four. From there, I paint intuitively. I often cover the canvas with a base of Payne's gray or Prussian blue, and then the real work begins. Using palette knives, brushes, and even my fingers, I apply thick layers of acrylic paint, building it up layer by layer until a story starts to emerge. As I continue, the painting evolves, with gestural strokes helping the story grow bigger and more defined. Toward the end, I scratch back through the layers to reveal parts of the house and lines I started with, adding depth and reconnecting with the original concept. Then, I finish by layering more acrylic until the story feels complete.
What insights or words of encouragement would you offer to artists who are just starting out?
S: My biggest advice? Talk about your work—any chance you get. Whether you're at a party, dinner, or even just running errands, when someone asks what you do, proudly tell them you're an artist. Share your passion, your process, and your recent projects. Don't be shy about it. Your friends and family are your first art collectors, so keep them in the loop, and let them know when you’ve made a sale. Trust me, they won’t ask, 'Who did you sell to?'—they'll just be excited for you.
Get creative with how you share your work. Host a pop-up in an unexpected place, build an email list, and invite people to visit your studio—even if your ‘studio’ is just your laundry room (yes, I’ve been invited to one before, and it smelled amazing!). Also, don’t just follow artists you admire—reach out to them, ask for advice, and build a community around you. The more you talk about your art, the more opportunities will come your way. Keep talking, keep connecting."
