We had the good fortune of connecting with Jelena Gazivoda and we’ve shared our conversation below.

Hi Jelena, can you walk us through the thought-process of starting your business?
Before starting my own school, I taught at SUNY New Paltz, where I was deeply involved in academia, particularly in developing curriculum for students majoring in ceramics and 3D media. I taught a variety of classes, including 2D design and drawing. Over the course of 12 years teaching at universities and later community colleges in California, I gained a strong understanding of how to create curriculums that resonate with students. I believe a solid foundation in these areas, along with consistent practice, is essential for younger students.
However, my experience at SUNY New Paltz was incredibly rewarding because it allowed me to truly bond with students, track their progress, and support them through to graduation. It gave me a strong sense of fulfillment, something I found lacking when we moved to California. At the community college level here, I realized there wasn’t the same opportunity to follow students through their development. At the same time, my daughter, who was in second grade, began expressing an interest in art. I also noticed that public schools, even when they did offer art programs, provided very limited exposure. The art classes were often brief and not as comprehensive as I would have liked for her. So, we began working together, and her friends started to join in and others who were interested in learning. That’s how it all began.

In 2019, I opened Art Scōl in La Jolla, and it was an exciting new venture for me. Then, in Spring 2024, I expanded by opening a much larger location in Rancho Penasquitos. The new space was developed by someone I knew personally, and it was a beautiful school that aligned perfectly with my vision and values. It was a big step, but it felt like the right move to support my growing community of students.

What should our readers know about your business?
Art Scōl and USArts are schools dedicated to nurturing each child’s unique development through art. What sets us apart is our commitment to providing a strong foundational base in art education, which we believe is crucial for children to build confidence, master their skills, and develop critical thinking, planning, and organizing abilities. These aren’t just artistic skills; they’re life skills that empower our students to navigate the world with confidence and resilience.

We pride ourselves on creating an environment where support and encouragement come first. We help students embrace doubt and frustration, key aspects of the creative process, while guiding them to discover their potential. Through our work, we aim to instill a mindset of openness and fearlessness in the face of challenges, which is essential both in art and in life.

As for how we got to where we are today, it certainly hasn’t been an easy path. One of the biggest challenges came early in our journey, just five months after we launched, when the COVID-19 pandemic hit. It was a trying time, but we leaned into creativity and flexibility. We swiftly pivoted to online teaching, offering more than just drawing lessons to engage students in new and exciting ways. This approach helped us maintain our connection with students and keep them invested in their learning, even through difficult times.

Through this experience, I learned the importance of adaptability and creativity in overcoming unexpected challenges. It reinforced my belief that staying true to our mission—focusing on the well-being and development of each student—will always guide us through uncertainty.

What we want the world to know is that Art Scōl and USArts are places where every child matters. We deeply care about each student’s individual growth, both as an artist and as a person. Our approach is not just about teaching art; it’s about being a supportive presence in each student’s journey, ensuring that they not only learn but also grow with confidence, creativity, and resilience. We strive to be a good fit for every child, offering the support, encouragement, and guidance they need to flourish. For us, care comes first, and teaching follows.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
If my best friend were visiting, I’d show them a mix of outdoor adventure, local culture, and great food. We’d start with a day at the beach, visiting Coronado and Del Mar to relax, walk along the shore, and enjoy the ocean. We’d then hike at Torrey Pines Reserve for amazing cliffside views, followed by a round of golf at Torrey Pines Golf Course, which overlooks the Pacific. I’d take them to the peaceful Salk Institute and then head to La Jolla Cove to see the sea lions and grab seafood for lunch. For some excitement, we could try paragliding at Torrey Pines Gliderport with stunning views. For food, we’d visit Parakeet Cafe for a healthy breakfast or lunch and grab coffee at Elixir Coffee in La Jolla. I’d also take them to the Museum of Contemporary Art in La Jolla. If we felt like a change of scenery, we’d drive up the coast to O’Side Strand Cafe for ocean views and a nice meal. To finish off the week, we’d relax at another nearby beach or hike at another reserve and enjoy dinner at one of my favorite local spots. San Diego offers the perfect mix of adventure, relaxation, culture, and delicious food.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I want to give a huge shoutout to my husband, Davor, who has been an incredible support system and an essential part of the business, especially when it comes to the areas I’m not as strong in—like anything involving numbers! I’m also deeply grateful to Nash Subotic and Zoran Djordjevic, two incredibly successful businessmen who have given me invaluable business advice, always selflessly and generously. Additionally, I want to acknowledge Jenny, the previous owner of USARTS, who built her business on honesty and strong values, which align closely with mine. Her example has been inspiring as I’ve navigated my own entrepreneurial journey.

Website: https://www.artscol.org, https://www.usartsd.com

Instagram: art.scol, usarts_sd

Nominate Someone: ShoutoutSoCal is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.