Allure Art, a Latvian-owned business started with a vision to add a dash of spice to couple's activities. However, it quickly became clear that the joy and connection it fosters resonate with a much broader audience. Whether it's a shared moment between loved ones, a solo adventure into the depths of personal creativity, or a fun, new experience with friends, these art kits are about more than just making art—they're about the stories you tell and the bonds you strengthen.
Allure Art brings a unique and vibrant way to celebrate self-expression and create unforgettable memories through art. Designed with love and creativity at its core, each kit invites you to dive into an immersive artistic journey right in your own space.
A playful date becoming serious business
The brand’s concept was born by accident when Allure Art founder Elīna Grinberga dated her now husband and business partner, and they decided to paint together as a date activity.
To develop their art kits, the couple experimented with different paint options to ensure they were truly safe for use on the human body.
“This process came with its own healthy portion of failure, which was pretty hard to wash off.”
Elīna Grinberga, founder and co-owner of Allure Art
Because the idea of the brand came from a date night, that was the original product’s positioning. But Allure Art’s 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝗾𝘂𝗶𝗰𝗸𝗹𝘆 𝘀𝗵𝗼𝘄𝗲𝗱 𝘁𝗵𝗲 𝗼𝘄𝗻𝗲𝗿𝘀 𝗵𝗼𝘄 𝗲𝗹𝘀𝗲 𝘁𝗵𝗲 𝗮𝗿𝘁 𝗸𝗶𝘁 𝗰𝗮𝗻 𝗯𝗲 𝘂𝘀𝗲𝗱—from unique gifts to commemorating special events. Some customers used the kit for gender reveal parties, for example.
$0 spent on advertising
Allure Art has pioneered an indefinable product/experience segment, and that has helped grow the business without spending 𝘢𝘯𝘺𝘵𝘩𝘪𝘯𝘨 on marketing.
“The product itself is truly unique, combining an experience and a piece of art that marks the event, but overlaying this is an aspect of self-expression. 𝗪𝗲 𝗼𝗻𝗹𝘆 𝗳𝗼𝗰𝘂𝘀𝗲𝗱 𝗼𝗻 𝘁𝗵𝗲 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗮𝗻𝗱 𝗰𝗿𝗲𝗮𝘁𝗲𝗱 𝗮 𝘄𝗲𝗯𝘀𝗶𝘁𝗲 to showcase it; everything else came naturally.”
Elīna Grinberga, founder and co-owner of Allure Art
The owners put emphasis on not pushing the product into the market and keeping it niche. A special, limited edition feel is part of their brand.
Relying on 𝘄𝗼𝗿𝗱-𝗼𝗳-𝗺𝗼𝘂𝘁𝗵 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗮𝗻𝗱 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗽𝗿𝗼𝗺𝗼𝘁𝗶𝗼𝗻𝘀 has turned out to be a 𝘄𝗶𝗱𝗲𝗹𝘆 𝘀𝘂𝗰𝗰𝗲𝘀𝘀𝗳𝘂𝗹 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆.
Allure Art went viral pretty early, as one of the mainstream French media included them in an article, which was then republished all over the world and even picked up by Lady Gaga and Playboy magazine.
“Customers are the ones who are actually creating and building the product and Allure Brand itself. They always clearly show the path in which the business should develop. Which colours to add, for example, and even shipping-related questions.”
Elīna Grinberga, founder and co-owner of Allure Art
Opening the business to the world with Swotzy
Allure Art kit arrives thoughtfully packed with everything one needs for the artistic journey: a protective floor cover to keep the space clean, cozy slippers for comfort during the process, a sponge for easy application of paint, three vibrant colors to spark the imagination, and, of course, the canvas that will proudly display the resulting masterpiece.
Before Swotzy approached Allure Art, the business was limited to closeby regions because 𝘀𝗵𝗶𝗽𝗽𝗶𝗻𝗴 𝘁𝗼 𝘁𝗵𝗲 𝗨𝗦𝗔 𝗼𝗿 𝗔𝘀𝗶𝗮 𝗰𝗼𝘀𝘁 𝘁𝘄𝗶𝗰𝗲 𝗮𝘀 𝗺𝘂𝗰𝗵 𝗮𝘀 𝘁𝗵𝗲 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗶𝘁𝘀𝗲𝗹𝗳. And, while some customers paid for it, it wasn’t a sustainable business practice.
Swotzy helped the brand open 𝗱𝗼𝗼𝗿𝘀 𝘁𝗼 𝘁𝗵𝗲 𝘄𝗼𝗿𝗹𝗱 𝘄𝗶𝘁𝗵 𝗳𝗮𝘀𝘁, 𝗰𝗼𝘀𝘁-𝗲𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲 𝘀𝗵𝗶𝗽𝗽𝗶𝗻𝗴.
“By the way, our customers truly come from every corner of the world—the USA, Japan, the United Arab Emirates, just to name a few.”
Elīna Grinberga, founder and co-owner of Allure Art
Swotzy has become an important cornerstone of Allure Art's business model, and its owners truly appreciate it.
“Thanks to Swotzy, we’ve been able to 𝘂𝗽𝗴𝗿𝗮𝗱𝗲 𝗼𝘂𝗿 𝘀𝗵𝗶𝗽𝗽𝗶𝗻𝗴 𝘀𝗲𝗿𝘃𝗶𝗰𝗲𝘀 𝘄𝗵𝗶𝗹𝗲 𝗸𝗲𝗲𝗽𝗶𝗻𝗴 𝘁𝗵𝗲 𝘀𝗮𝗺𝗲 𝗰𝗼𝘀𝘁 𝗹𝗲𝘃𝗲𝗹, so now customers can also receive the product much faster than before.”
Elīna Grinberga, founder and co-owner of Allure Art
Get to know the Allure Art better:
- Website: www.allure-art.com
- Facebook: www.facebook.com/allureart.beanartist/
- Instagram: www.instagram.com/allureart_kit/
