How Sara Zaldivar Is Redefining Contemporary Art Entrepreneurship
– Founder of HUNTRESS OF ART and Creator of CerArtMic
In an art world increasingly shaped by digital transformation and shifting cultural trends, Spanish entrepreneur Sara Zaldivar has built a career around identifying emerging opportunities before they enter the mainstream. As the founder of HUNTRESS OF ART and the driving force behind CerArtMic, Zaldivar has spent the past decade developing ambitious cultural projects that connect artists, institutions and collectors through contemporary art. Today, CerArtMic is emerging as one of the most innovative platforms dedicated to contemporary ceramic art in Spain — reflecting Zaldivar’s broader vision of combining cultural impact with entrepreneurial thinking.
From Cultural Management to International Art Projects
Founded ten years ago, HUNTRESS OF ART was created as a cultural management company focused on contemporary art projects across multiple disciplines. “What motivates me most is that I truly love what I do,” Zaldivar explains. “Learning, generating new ideas and being surrounded by artists and creativity is an endless source of inspiration.” Over the years, the company evolved alongside her own professional ambitions. While its early focus centred more heavily on advisory work and artist representation, Zaldivar gradually shifted toward large-scale collaborative projects involving institutions, curators, galleries and international partners. “Today, I’m most interested in projects that create broader cultural conversations and involve many different actors,” she says. One of the clearest examples of that evolution is CerArtMic, the contemporary ceramic art fair she founded to spotlight the growing relevance of ceramics within the international art market.
CerArtMic and the Rise of Contemporary Ceramics
At a time when collectors and institutions are increasingly rediscovering craftsmanship and material-based artistic practices, CerArtMic positions itself at the intersection of contemporary art, design and artisanal tradition. Zaldivar believes the renewed interest in ceramics reflects a larger cultural movement. “I see two major trends shaping the future of the art industry,” she explains. “On one side, digital art. On the other, everything connected to arts and crafts.” For her, ceramics represents far more than a decorative discipline — it embodies the growing desire for tactile, human-centred artistic experiences in an increasingly virtual world. Through CerArtMic, Zaldivar aims to create a platform that not only showcases artists, but also elevates ceramics within the broader contemporary art conversation.
Leadership Built on Freedom and Trust
Zaldivar describes her leadership philosophy as deeply collaborative. “I believe in surrounding myself with responsible people and giving them the freedom to shine,” she says. That approach also defines the culture she builds within her projects and teams. “With humour, empathy and genuine care for people, even difficult moments become easier to navigate.” She believes one of the most underestimated aspects of leadership is the ability to listen carefully. “A leader doesn’t need to know everything, but they do need to understand everything happening around them. Listening to your team is essential.”
Resilience in the Cultural Sector
Entrepreneurship within the art world often requires navigating uncertainty, tight deadlines and constant reinvention. According to Zaldivar, resilience is non-negotiable. “You have to enjoy the journey, not just focus on the final result,” she says. One defining example came during the organisation of a major exhibition in Seoul. The project was confirmed in August, while the exhibition was scheduled to open just weeks later in October. “Accepting it felt completely crazy because of the timing,” she recalls. “But it became an overwhelming success and allowed us to bring more than 30 Spanish artists to exhibit in a museum in Seoul.” Moments like these have shaped her entrepreneurial mindset: ambitious, intuitive and unafraid of risk.
Educating the Next Generation of Art Professionals
Alongside her entrepreneurial projects, Zaldivar also plays a major role in shaping the future of Spain’s art sector through education. She currently directs the master’s programme Arte, Mercado y Emprendimiento at the Complutense University of Madrid. “I’m especially proud of the master’s programme because preparing future art professionals is essential for the future of the industry,” she explains. For Zaldivar, every successful project — whether educational, curatorial or entrepreneurial — contributes to a larger mission: strengthening and professionalising Spain’s cultural ecosystem.
Building a Lasting Cultural Legacy
Looking ahead, Zaldivar hopes projects like CerArtMic will continue helping contemporary art evolve while making the cultural sector more sustainable and internationally connected. “I would like to contribute to making our sector more solid and professionalised,” she says. “And, of course, to continue creating beautiful projects with genuine cultural significance.” Ultimately, her work reflects a broader vision of entrepreneurship — one where creativity, culture and business strategy coexist to generate long-term cultural value.
