I ALWAYS WANTED TO BE AN ARTIST: In conversation with Emily Malone & Shona Bland
For artists, the path to success is never clear. In fact, the measures of success are different for all creatives. The cost, both emotional and financial, that comes with putting yourself out there can be overwhelming so it is important to seek out opportunities and advocates to help you navigate the art markets rocky terrain. We spoke to Emily Malone, an early-career artist who found her first big break when she met gallerist and director of Art Friend Shona Bland at The Other Art Fair in October 2024.
Image (above): Emily Malone in her studio
Emily always knew that she wanted to be an artist. She loved art class in school but didn’t know how to become who she wanted to be. About five years ago, she rekindled her love for painting, starting out by combining themes and imagery that interested her. Once she realised what she liked to paint, it was easy to keep going. Emily started by selling prints and paintings to friends and family. Over time, her business steadily grew from there. She takes inspiration from a huge variety of things:
“I sometimes go down deep Pinterest rabbit holes that take me anywhere from illustrations of Flemish masks to the creepy but comical creatures of 16th century Gothic paintings. I love to create work that (to me) represents feelings of solitude, lust, dread, fear, love, dreams and nightmares. Sometimes it’s about presenting dark and taboo things in a way that’s light and fresh, sometimes it’s just about having fun on the canvas and playing with my ideas.”
Looking to take her next big career step, Emily applied to take part in The Other Art Fair, having known other artists who had made life-changing connections through the fair. She was chosen to exhibit at their October 2024 edition, knowing that the learning curve would be steep but believing that the best way to learn was to just go for it. When recalling her time at the fair, Emily shared:
“I was anxious to start but quickly felt a sense camaraderie with the other artists – everyone’s rooting for each other which was really heart-warming. I couldn’t believe the response to my work as well. It was my best sales weekend by a mile, and the whole experience motivated me to push on and create more pieces.”
Images (above): Emily Malone at The Other Art Fair, October 2024
The Other Art Fair is a member of Own Art, a partnership that allows all artists who exhibit in their UK editions the unique opportunity to sell their work through the scheme without having to be a member themselves. We asked Emily what it meant to her to be able to offer Own Art to her customers:
“I have always believed that art is for everyone and so it’s important to me that anyone who may want to own a piece of my work, can. Not everyone is able to fork out say £300 at once, but when you break that down to £30 a month, it opens the art world to an entirely new group of people. I’m pleased to be able to offer my work with Own Art because it aligns with my values as an artist”.
Shona Bland, founder and director of the London based gallery, Art Friend, visited the October 2024 edition of The Other Art Fair where she first saw Emily’s paintings. Shona told us that she was “drawn to the colours” then on closer inspection was “completely charmed by the unexpected naughtiness in the details – It made me laugh, and I just thought, how much joy would it be to have one of these on my wall?”
Image (left): Grecian Urn IIII
When searching for new artists to work with, Shona finds that art fairs are a great way to see work in person and get a feel for the artist and their personality. She also discovers artists through social media open calls like Rejects, as well as through word-of-mouth. On meeting Emily, Shona said “I got the sense that she was an all-around good egg—genuine, easy-going, and exactly the kind of artist I love working with”. Emily recalls how they exchanged cards, but didn’t expect anything to come of it, not wanting to get too excited.
Shona built Art Friend to be a space that welcomes everyone, whether they’re seasoned collectors, first-time buyers, or people who just want to experience art in a way that feels fun and approachable. Over time, Art Friend has grown into a platform that not only champions artists but also fosters a real sense of community through exhibitions, collaborations, and events that make art feel more inclusive and engaging. She represents artists from all backgrounds and identities but says that the most important thing is having a strong, positive working relationship. In terms of the art itself, Shona shared:
“I am drawn to work that makes me feel good—bright, colourful compositions, unique methods, and pieces that bring joy or spark curiosity. I also love art that gives you space to think in your own time, nothing that’s trying too hard to fit a narrative or force an opinion on you.”
A week or so after The Other Art Fair, Shona got in touch and invited Emily to exhibit in the Art Friend Christmas show Festive AF, where they sold three out of four of Emily’s paintings. Emily also exhibited with Art Friend at Fresh: Art Fair in January 2025 (another Own Art member fair). Emily told us that making this connection with Shona at The Other Art Fair really cemented in her the fact that she is an artist, noting that “it often feels like you have to achieve a great deal before you can give yourself that title, so knowing that she sees something in me is very gratifying.”
Image (left): The Nightmare II
Art Friend is also a member of Own Art, so customers can use the offer of 0% finance to spread the cost of any purchase from the gallery. Just as we do at Own Art, Shona believes that art should be accessible to everyone, not just the select few. She said:
“The idea that you have to be wealthy to own original artwork is outdated, and I love that Own Art helps break down that barrier by allowing people to pay in interest-free instalments. It’s been amazing to see people who have never bought art before feeling comfortable making their first purchase because they can pay in manageable instalments with Own Art.”
Making art more approachable isn’t just about exhibitions and events, it’s also about giving people the chance to bring art into their homes and Own Art makes this process less intimidating and more inclusive. She noted how important the scheme is for the art market because it “encourages a wider and more varied audience to engage with art.” The more people that feel they can access the art world, the more vibrant and inclusive it becomes. Emily added:
“Everybody should have access to art, it is so important in so many ways; it’s social commentary, it’s comforting, it’s fun, it’s political, it’s personal, it’s joy. We all engage in art every day, using it to define ourselves, to communicate our feelings and to find community. I can’t express how important it is that people have access to art.”
Emily Malone
Instagram: malonemily
Website: www.emilymaloneart.com
Art Friend
Instagram: everyonesartfriend
Website: www.artfriend.co.uk
Open Call: REJECTS Application Form
The Other Art Fair
Instagram: theotherartfair
Website: www.theotherartfair.com
Open Call: Apply to Exhibit in the October 2025 London Edition (deadline: 6 June 2025)
With thanks to Emily Malone and Shona Bland from Art Friend. This interview has been edited for clarity, length and readability.