About Me

I'm Rossella, the founder of IntoArtness. I'm Italian, based in London, and still creating my own wonderlust life.

I studied art at school and, after high school, I continued my studies with a degree in Musical Theatre. Theatre has been part of my life since I was very young, and I spent 18 beautiful years on stage before making the decision to move to London.

Moving to a new country meant starting again in many ways. I had to learn another language, and it took me time to find my way back into the beautiful world of theatre and creativity.

Along the way, I discovered a passion for travel and a different way of looking at life — one that gives space to freedom, creativity, and finding a balance between adult responsibilities and the things that make us feel alive. I find inspiration in quiet moments, mindfulness, travelling, and the beauty of the world around us.

And at some point I thought: why not connect everything?

I'm a writer, craft maker, painter and makeup artist. I've also explored completely different creative worlds, including a pastry chef course! What fascinates me about all of them is the possibility of transforming an idea into something personal and creative.

Travel has become another important part of my inspiration. Whenever I visit somewhere new, I look for shows, cultural events, museums and anything that can help me discover more about that culture. I can see art everywhere.

IntoArtness was born from this way of seeing the world from all the different things I love, all the things I have explored, and all the things I still want to discover.

Through my art, products and creative projects, I hope to bring these different sides together and share some of the stories, ideas and inspiration I find along the way.

So, what does IntoArtness mean?

IntoArtness is not just a shop. It’s a state of mind, a lifestyle.

I wanted to create a name with a meaning behind it. Art, Relax & Travel are more than just things I love — they are part of the way I see and experience life.

“-ness” is usually used to emphasise a quality, feeling or state. I chose it as a reminder to dream big to give those ideas space to grow and become something more.