Pour some sugar on me. Alix Greenberg (she / her) is the founder and CEO of ArtSugar, an online retailer facilitating art curation for the Instagram generation. The site’s trendy (and affordable!) paintings / sculptures / home decor are perfect for attaining an eclectic, uplifting aesthetic.

Here, the 35-year-old shares how finger painting classes inspired her business, what she’s doing to give back to the community, and how you can make your home look like Bella Thorne’s.

Why did you create ArtSugar?
I saw a need to make art more accessible for trendy consumers who didn’t want to spend a lot of money on artwork, as well as to help artists with business and marketing needs like shipping, customer service, and other logistics.

Why the name ArtSugar?
Because art makes life sweet, but giving back makes it sweeter. With each purchase, we donate to different charitable organizations that support mental health, education, and other initiatives.

When did you get into art?
My mom put me in finger painting classes at the MET when I was 4, and she says that’s when I got really into it!

What’s a piece you’re loving right now?
We just launched disco ball prints in honor of International Women’s Day! The artist paints by filling sterile IVF needles with ink—a call to how infertility is a big issue many women face. Putting that on your wall sparks a conversation about something that used to be humiliating for women but we’re now more open about. And in honor of IWD, 10% of proceeds will go to CARE, an organization championing reproductive health.

What makes good art, in your opinion?
Something that evokes an emotional response, whether it’s good or bad.

True or false: The best kind of art is usually expensive.
False. Some art is valued higher because of its provenance—so how old it is, where it’s been exhibited before, etc. But the art I sell is not expensive. I want to democratize art so that anyone can buy it.

Has social media helped or hurt artists?
Helped, because they’ve gained more visibility, and they can now sell directly from their platforms. You don’t need a traditional gallery anymore. Plus, customers can get to know artists through their online personalities, and that helps sell their work.

We heard Bella Thorne loves your brand! What has she bought?
She has a few framed prints, a few yoga mats, and 3 popsicle sculptures.

If you could see any artwork in person, which would it be?
“The Garden of Earthly Delights” by Hieronymus Bosch. It hangs in the Museo del Prado in Madrid.

What’s the most fun part about your job?
Meeting like-minded people and having interesting conversations. It’s really fun working with artists all day!