I established Carina Haslam Art in 2001 to promote the work of up and coming artists. As an artist originally I know well that artists are, by nature, less able to promote themselves than to paint a great picture. There are of course plenty of agents ready to exploit this but I wanted to take a more empathetic approach.

I find all of my artists by word of mouth and particularly like to take on those who might not have sold work in London before. What my artists have in common is that they have all been to good art schools: while some have enjoyed critical and commercial success, others are new to the mainstream.

Whatever stage they are at in their careers, I select the artists and their work for freshness, colour, impact, accessibility and, not least, affordability. And I have one golden rule – I only show work I would be happy and proud to have in my own home. When a client purchases a painting from us, I like to know that he or she has gone home with a highly original piece by an artist who may one day enjoy renown but that the piece is loved and enjoyed in the meantime.

Art is like the stock market: it can go up or down in price, but I believe a painting is a lot more interesting to look at than a share certificate!

New for September 2007To help give our artists a more steady income Carina Haslam Art is also launching a new range "Limited Edition". These are limited edition reproductions of original works that look almost indistinguishable from the real thing, printed onto a stretch canvas, and offered at highly affordable prices. Limited Edition launches at London's Top Drawer Trade Show in the autumn and the works are also available online.

Carina Haslam has been involved in the art world all her life. After training at City & Guilds Art College in London, she based herself in Edinburgh where she ran a groundbreaking fabric design business. On her return to London, she joined Pinewood studios where, as an Art Director, she worked on the design and finish of sets for a series of films including Ken Russell's production of DH Lawrence's The Rainbow.

From the world of celluloid, Carina then followed her uncle Nicky Haslam's footsteps into the interior design arena, this time specialising in creating accessories for the home; supplying to outlets around the world - as far as Japan and New Zealand – as well as Harvey Nichols and John Lewis.

Carina's next venture was to promote the work of up and coming artists, those whose originality and quality of work she believed should have greater exposure. The venture was a runaway success with nearly all the paintings sold on the day of opening. Since then Carina has attracted a solid base of professional artists and a loyal following – with enthusiastic clients often queuing for the gallery to open on the first day of her exhibitions.

After six years of continuing success, Carina has expanded the repertoire with regular shows not only at the Lennox Gallery and the new Smithfield Gallery in EC1 but also London's Top Drawer and the Affordable Art Fair, where she is a very successful exhibitor.

Susan Rose is a journalist and writer who has been involved in the world of interiors for over 10 years. She is the author of several interior decorating books and has edited The London Magazine and, most recently, was the editor of Britain's best-selling homes magazine, Ideal Home. Susan has joined Carina Haslam Art as it expands with new artists, new venues and new ventures.