About Us

Our Story and Philosophy

Roya Nozadi is a visionary independent artist with a Bachelor’s Degree in Visual Arts from Tehran Art University, earned in 2001. She founded her London-based art studio in 2005, where over the years her work has evolved into a deeply personal exploration of nature, mindfulness, and human connection.

In 2020, during the challenges and uncertainty of the pandemic, Nozadi was struck by the vital importance of strong family bonds, community, and meaningful connection. It was in this time of reflection that she made the bold decision to embark on a transformative new chapter. Driven by her deep passion for creating thoughtful, mindful experiences through art, she converted her London art studio into a thriving creative community.

This new chapter, known as Scent of Plum, represents a powerful fusion of her artistic vision and her unwavering commitment to fostering authentic engagement with her audience.

The name Scent of Plum, which is both evocative and resonant, was carefully chosen by Nozadi. It pays homage to the iconic haiku penned by the legendary Matsuo Bashō, a master of the haiku form. The haiku, which speaks to the fleeting beauty of the natural world, captures the essence of Nozadi's artistic ethos and serves as a guiding principle for her work.

Through her art, Nozadi seeks to create a transcendent experience that transports viewers to a world of tranquility and introspection. By building a vibrant community centered around nature and mindfulness, she invites others to embark on a transformative journey of self-discovery and spiritual growth. With Scent of Plum, Nozadi has created a powerful platform for artistic expression and authentic connection, cementing her status as a true creative force.

The Haiku Story (Scent of Plum brand story)

Matsuo Bashō wrote:

scent of plum blossoms
on the misty mountain path
a big rising sun

The beauty and tranquility of the portrait captured in this haiku have left me spellbound. Its peacefulness is punctuated by striking contrasts, rendering it both symbolic and ambiguous, shrouded in a veil of mystery and silence. This frozen moment of zen and hope evokes a sense of growth and potential, inviting reflection on the beauty of nature and the power of stillness.

The way the haiku captures a fleeting moment in time, bathed in the delicate fragrance of plum blossoms and surrounded by misty mountains, is both poetic and profound. The contrast between the soft pink petals and rugged terrain invites contemplation on the balance of nature and the harmony between seemingly opposing elements.

In this moment, we are invited to pause and reflect on the power of silence, the beauty of nature, and the potential for growth and transformation. The haiku is a reminder that even in the midst of chaos and uncertainty, there is beauty and hope to be found, waiting to be discovered in the quiet moments of stillness.