Katrina Aleksa on the Gift, the Gesture, and the Future of Luxury

An art adviser’s new venture explores what it means to give—deliberately and with feeling—in a world of instant everything.

In a world where experiences are fleeting, and algorithms define taste, Katrina Aleksa is building something quieter—and far more enduring. The London-based art advisor, curator, and co-founder of the Association of Women in the Arts (AWITA) has spent her career guiding collectors through the opaque corridors of the international art market, uniting aesthetic vision with strategic investment. Now, Aleksa is turning her attention to something even more intimate: the act of giving.

I find myself consistently drawn to independent makers, particularly women in the fields of ceramics, textiles, and fine jewellery – who bring both soul and precision to their work

Katrina Aleksa

Aleksa’s latest venture—a luxury gifting business steeped in the values of art, legacy, and intentionality—emerges as both a natural evolution of her curatorial work and a subtle rebellion against the disposable pace of modern consumption. Drawing from her experience collaborating with institutions like Sotheby’s and Fortnum & Mason and her deep commitment to nurturing female voices in the arts, she is redefining what it means to give meaningfully in a saturated world. In this conversation, Aleksa reflects on the emotional architecture of a great gift, the shifting economics of value in 2025, and why art—as both object and offering—still matters.

You’ve built a career at the intersection of art, luxury, and strategy. What inspired the launch of your luxury gifting business, and how does it reflect your philosophy around meaningful curation?

Katrina Aleksa: Launching this business has truly been an amalgamation of all the incredible people and enriching experiences I’ve encountered throughout my career. I’m nurturing by nature, so creating something centred around care and thoughtful gestures felt inherently aligned. Gifting, particularly, resonates deeply with me—it allows for meaningful touches that genuinely express consideration and thoughtfulness.

Having a background in both art and luxury has beautifully come together like the final piece of a puzzle. It took me 36 years to reach this moment, launching a venture I’m profoundly passionate about, one that seamlessly aligns with my core values and embodies my philosophy of meaningful curation.

Luxury gifting often walks a fine line between indulgence and intention. How are you redefining the space to make gifting more thoughtful, art-led, and investment-savvy?

Katrina Aleksa: That’s a beautiful question, and for me, it’s truly an amalgamation of all these elements. I genuinely believe a gift should be offered selflessly, without expectation of anything in return; only then does it become truly meaningful. My aim is to create thoughtful gestures that reflect authentic care and intentionality. By merging my passion for art, appreciation for craftsmanship, and insight into enduring value, I’m redefining luxury gifting as something deeply personal, art-led, and investment-conscious – but above all, inherently sincere.

Can the act of gifting be a form of legacy-building? How does that idea influence the way you advise clients or design gifting experiences?

Katrina Aleksa: Without a doubt. A truly meaningful gift has the potential to become a legacy an object that carries memory, significance, and often, generational value. I always encourage clients to think beyond the moment of giving. What story does this gift tell? How will it be remembered? Whether it’s a bespoke artwork, a handcrafted heirloom, or even a carefully considered book, the most memorable gifts are those that carry emotional depth and stay with us long after they’re unwrapped. That’s the lens through which I design every experience.

Is there a particular artist, artisan, or creative discipline you’re championing through your gifting business—perhaps one that merges personal meaning with long-term value?

Katrina Aleksa: Yes, I find myself consistently drawn to independent makers, particularly women in the fields of ceramics, textiles, and fine jewellery – who bring both soul and precision to their work. There’s something incredibly powerful about giving a piece that’s been touched, shaped, and considered by hand. We also work closely with emerging artists to create commissions that blend the collector’s mindset with deeply personal storytelling. The aim is always to bridge beauty and meaning.

What gaps did you see in the luxury gifting market that made you feel there was space for something new – and how does your approach challenge the traditional high-end retail model? You’ve long guided collectors on acquisitions with lasting value. How do you see gifting – especially in the luxury space – as a new form of cultural currency or art investment?

Katrina Aleksa: Simply put – presentation. I continually found myself frustrated by the lack of eco-friendly, sustainably luxurious options available for presenting gifts beautifully. It reached a point where I decided the best solution was to manufacture them myself. In doing so, I’m directly challenging traditional luxury retail, creating packaging and gifting experiences that don’t compromise the planet for the sake of aesthetics. By making sustainable luxury more accessible and refined, gifting itself becomes an expression of personal values – transforming thoughtful gestures into a new form of cultural currency.

The UBS Art Market Report continues to highlight shifts in collector behaviour, digital influence, and rising interest in female artists. How do these insights align with what you’re seeing on the ground—and how do they inform your approach to both gifting and advising?

Katrina Aleksa: We’re seeing a real pivot toward intentionality. Collectors, much like consumers, are moving away from status-driven acquisitions and towards pieces that reflect personal identity, ethics, and narrative. Female artists, in particular, are commanding more attention – not just because of equity, but because their work often captures a level of nuance and emotionality that resonates with today’s cultural moment. This shift deeply influences how I curate gifts and advise clients. We prioritise artists and creators with a strong voice and story – people who are shaping culture, not just selling into it.

You’ve collaborated with iconic brands such as Fortnum & Mason and Aston Martin. What lessons from those partnerships are you now applying to this new venture?

Katrina Aleksa: One of the key lessons has been not to shy away from collaborating with iconic brands – we genuinely need them just as much as they need us. Every partnership has a unique angle or perspective waiting to be discovered.

It really comes down to understanding what audience a brand aims to reach, and if that aligns with our own vision, it’s always a jackpot. We provide brands direct access to their ideal audience, and in return, we gain the invaluable experience of working alongside incredibly talented people. It’s this synergy of purpose and creativity that truly drives exceptional collaborations.

How do you educate your clients on the “investment” layer of gifting, especially in a world that increasingly values the ephemeral and the experiential?

Katrina Aleksa: Through a highly specific and personalised approach, it’s never a cookie-cutter experience. Every client and partnership is unique, requiring tailored guidance and thoughtful consideration. No one benefits from a generic approach, especially in luxury gifting. By closely understanding each client’s values, tastes, and long-term aspirations, I’m able to highlight how meaningful gifts can become lasting investments – not just financially, but emotionally and culturally as well.

What does ‘value’ mean in 2025? Is it aesthetics, emotional resonance, provenance, or a blend of all three

Katrina Aleksa: To me, value in 2025 is a beautifully layered concept. It’s not one thing , it’s the harmony between aesthetics, emotional resonance, provenance, and sustainability. But above all, the real currency right now is authenticity. That’s the word I keep coming back to. We’re living in a time when people are craving authenticity and meaning more than ever. Value is no longer just about price tags or prestige; it’s about how something makes you feel, where it comes from, and what it stands for. That’s the lens I use when curating every gift and collaboration.

You’ve been a passionate advocate for women in the arts through AWITA. How does this new venture continue that mission—are you prioritising female artists, founders, or makers in your gifting curation?

Katrina Aleksa: My passion genuinely lies in nurturing – whether that’s creating safe, empowering spaces for women to learn and grow, or ensuring everyone involved in a project feels heard and seen. With this venture, it’s not only about prioritising female artists, makers, and founders; it’s about building meaningful communities and cultivating relationships that truly matter. Supporting women isn’t just a box to tick; it’s an integral part of how I work and live, and that naturally flows through every aspect

You launched this business while raising a young family—a challenge many women face in the luxury and creative industries. How has motherhood shaped your approach to entrepreneurship and leadership?

Katrina Aleksa: It’s truly been a beautiful journey – something I’ve deeply loved and learned from every minute. It hasn’t always been easy, but it’s been incredibly rewarding. Rather than striving for balance, which feels elusive, I aspire to be fully present wherever I am – whether at home with my children or in a client meeting. For me, the real goal is to show up with intention, feeling fully engaged and purposeful in the room I’m in. Motherhood has deeply reinforced the importance of intentionality, patience, and clarity in both entrepreneurship and leadership.

As the lines between commerce, art, and wellness continue to blur, what does the future of luxury look like to you  – and how is your brand positioned within that evolving landscape?

Katrina Aleksa: In my ideal vision, perhaps somewhat utopian, we all live with integrity, prioritising our families, nurturing friendships, and cultivating meaningful connections that genuinely better our communities and the wider world. True luxury, to me, is precisely that: intentional, purposeful, and lasting.

Yet, when I look around, I often see a world distracted by fleeting trends or things that won’t matter five years from now. My aim with this venture is to gently redirect our collective focus toward thoughtful, timeless gestures that truly enrich our lives. My brand is positioned firmly within this evolving landscape, championing authenticity and meaningful experiences above mere indulgence or distraction.

What’s next for you? Are you already thinking beyond gifting—towards hospitality, legacy curation, or even your own line of collectible objects?

Katrina Aleksa: Absolutely. What excites me most about the future is the idea of creating collectible objects that allow artists to tell stories—pieces that resonate not only with the recipient, but also with the person choosing the gift. I want to champion collaborations where art, craft, and narrative meet—much like Dior’s artist series bags, where contemporary artists are invited to reimagine a classic silhouette with their own visual language. It’s gifting as storytelling—and that’s the direction I feel called to explore.

I see, on a daily basis, an extraordinary circle of artists, many of them female, many underrepresented, whose voices deserve to be heard in the commercial space. I’d love to see more brands leaning into these kinds of collaborations, where they’re not just borrowing aesthetics, but truly co-creating and giving space for the artist’s vision to breathe.

We’re not quite there yet, and I’m careful not to spread myself too thin. But this idea, of using collectible objects as a platform for artistry and storytelling, is very much at the heart of my long-term vision. One step at a time, with intention and integrity.

©2025 Katrina Aleksa