Female Founders: Orkideh Daroodi Of O Gallery On The Five Things You Need To Thrive and Succeed as a Woman Founder

An Interview With Doug Noll

The importance of a clear focus: I was able to determine a niche, the specific type of artwork and artists I wanted to represent and build the overall theme and mission of my gallery.

As a part of our series about Women Founders, we had the pleasure of interviewing Orkideh Daroodi of O Gallery.

Orkideh Daroodi is a gallery owner dedicated to contemporary Iranian art.

Daroodi (b. 1982, Tehran, Iran) graduated from UC Davis, California in 2004 with a Bachelor of Arts in English Literature. She founded O Gallery in Tehran in 2014.

Under her direction, O Gallery has become a hotbed for young and emerging Iranian artists — both from within the country and from artists living and working around the world.

O Gallery also showcases the work of leading established artists in all mediums from Tehran and other cities in Iran for the local and international markets.

Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?

I was born in 1982 in Tehran, Iran. I immigrated to the US with my family when I was 13 years old.

Graduated from UC Davis California with a Bachelor of Arts in English Literature in 2004.

When a student at university, I worked at a veterinary hospital; a job I continued to do after graduation as well because of my love of animals, especially dogs (even though it was not at all related to what I had studied).

After returning to Iran, I started working at Assar Art Gallery for approximately four years, where my appreciation for art, especially contemporary Iranian art grew significantly.
When I worked at Assar, they worked with a very limited roster of artists and most artist inquiries had to be ignored because there was not much room to take on new artists.

Motivated by a desire to foster a more open and inclusive space for experimentation and creativity, I decided to embark on a new endeavor. I envisioned a place that would focus on nurturing and showcasing the work of younger artists, providing them with opportunities for artistic gain and the recognition they deserve. This vision propelled me to establish a space that would serve as a platform for their voices to be their ideas to be manifested, and their artistic practices to flourish.

Therefore, in 2014, I established O Gallery. The gallery has become a leading voice in the span of almost nine years since its establishment with a dynamic schedule of physical and online exhibitions.

O Gallery is known as an incubator for young and emerging talent, as well as presenting works of leading established artists in all media from Tehran and other cities in Iran to the primary market, both locally and internationally.

By creating an environment that encourages experimentation and collaboration, I sought to foster an atmosphere where young artists can thrive and express themselves freely and to challenge the constraints of traditional art spaces and provide a space that welcomes and embraces innovative ideas and approaches.

Through this venture, I aspire to contribute to the growth and development of contemporary art in Iran, encouraging dialogue, pushing boundaries and celebrating the vibrant creativity of the younger generation.

I have also translated the books “Everything You Always Wanted to Know About Gallerists but Were Afraid to Ask” and “Monir- Works on Paper” to Farsi, both published by Nazar Art Publication.

Can you share the most interesting story that happened to you since you began leading your company?

The most interesting stories always happen at either the artists’ studio or during installations — my top two favorite parts of being a Gallerist.

I recently had the extraordinary opportunity to visit the studio of an artist in his early 80s, which proved to be a truly remarkable experience. Working mostly with the much younger generation, it is rare for me to encounter artists of such age. However, this encounter allowed me to appreciate the immense talent that can be found in artists who may not have received the recognition they truly deserve.

Despite his reclusive nature over the years, this artist’s work spoke volumes about his talent. With a sense of ceremony and depth, he eloquently explained his artistic process and shared fascinating stories and memories from his years of working in various fields such as painting, photography and fashion. It was truly an honor to witness the wealth of knowledge and creativity that a lifetime of artistic exploration brings about. Visiting an artist’s studio has always been an interesting aspect of my job as it provides a window into their more intimate and personal world; the books lining their shelves, the music that resonates within the space and the objects they have collected and placed in different corners all offer glimpses into their inspirations, influences and the essence of their artistic journey.

Incorporating the works of older, less recognized artists is another aspect of our gallery that I am passionate about exploring further. By shining a spotlight on these exceptional talents and providing them with the recognition they deserve, we gap and celebrate the diversity and richness of artistic expression.

Overall, these experiences remind me of the profound privilege and joy in being able to witness and engage with the multifaceted worlds of artists, both young and old.

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

One thing that comes to mind is when an artist said that he wanted to pay tribute to one of his professors from university. He said that he wanted to design a poster and include it in the show. The professor has written on his work as well so I obliged, even though it was not a common thing for us to do. I am very peculiar when it comes to installations and what’s included and not.

So during closing hours, one day he had come and asked the staff to put it up. The poster he had designed very much looked like posters that people here design for those who have passed away. He had included a black and white image of the professor (which looked a lot like the artist himself) with a black border around a short bio he had written on him. So when I came back to the gallery, I was informed that a guy from our team had thought the artist himself had died and we had put the poster in his remembrance. You kind of have to imagine it to see the funny part to it but it had caused a bit of a comic chaos for a few minutes.
I learned that everything that’s going to be included in the show should be checked beforehand and the design should be confirmed by us to avoid any such confusions.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?

My parents first and foremost and my sister, Morvarid.

I am grateful to acknowledge the unwavering support and encouragement I have received from my family. In the very beginning, my dad provided financial assistance that allowed me to lay the foundation for my gallery’s inception. Meanwhile, my mom and sister have been my pillars of strength during the most trying times.

Their presence and support have been invaluable, especially during those moments when doubts crept in and I questioned the decisions I had made. Their belief in me and my vision for the gallery helped me find the courage to persevere and stay true to my convictions.

I am deeply grateful for their encouragement and understanding as I embarked on this challenging journey of opening my own gallery. Their unwavering support has been the driving force that has propelled me forward, allowing me to overcome obstacles and seize opportunities arisen along the way.

Their love and support are constant reminders of the importance of having a strong support system, both personally and professionally.

Three years into the gallery, I had to relocate. It was very difficult because I had spent a lot of money on renovating the space and relocation meant going through that process again, which was straining both financially and time wise.
After I had found the new location, which is bigger than the first one, many people told me that I had made a mistake. That instead of going bigger I should’ve gone smaller, so one day when I was deep in debt trying to cover the expense of the new renovation, I asked my dad if I had made a mistake renting a larger space. He told me that I should do what makes me happy and that he believed in me and knew that with my hard work I could pay off all the debt and do what I loved the most. At that moment, it was very heartwarming hearing this from my dad.

Ok, thank you for that. Let’s now jump to the primary focus of our interview. According to this EY report, only about 20 percent of funded companies have women founders. This reflects great historical progress, but it also shows that more work still has to be done to empower women to create companies. In your opinion and experience what is currently holding back women from founding companies?

I am not sure how that number holds in Iran but there are quite a few women gallerists here and I am honored to be one of them.
However the following can be some reasons as to why that number is much much lower in women entrepreneurs generally.
Women may have unconscious biases and stereotypes that can limit their access to resources and opportunities. These biases can manifest in various ways, such as investors being more likely to invest in male-led startups or expecting women to adhere to traditional gender roles. The underrepresentation of women in leadership positions, the entrepreneurial ecosystem, can make it difficult for female founders to find role models and mentors who can guide.

Another thing can be access to finance: access to capital is a challenge for many entrepreneurs, regardless of gender. However, studies show that women-owned businesses tend to receive less funding compared to men and that can hinder women from starting and scaling their ventures.

Work-life balance and caregiving responsibilities is another thing I think: cultural and societal expectations around caregiving and family responsibilities often disproportionately affect women. Balancing entrepreneurship with family commitments can be a significant hurdle for women, leading to potential career trade-offs and a hesitation to start companies.

Last but not least, research suggests that women often face lower self-confidence and self-belief compared to men, which can impact their willingness to take risks and start their own business. This can be attributed to various social and cultural factors that shape gender norms in all different parts of the world.

Addressing these barriers requires a multi-faceted approach, to challenge biases, provide mentorship and support networks, improve access to financing and promote the visibility of women. I believe encouraging an inclusive and supportive environment that recognizes and values diverse perspectives can help empower more women to start and lead their own companies and as I said I am very honored to be a small part of that network.

Can you help articulate a few things that can be done as individuals, as a society, or by the government, to help overcome those obstacles?

Here are a few things:

- Encourage girls and young women and provide them with opportunities to develop relevant skills and confidence.

- Foster a mindset of equality and challenge gender stereotypes ourselves and others.

- Actively support and mentor women entrepreneurs by sharing knowledge, connections and resources.

- Develop strong networks that provide support and promote collaboration among women in entrepreneurship.

- Recognize and celebrate the achievements of women to inspire and empower the next generation.

- Promote and celebrate diverse women entrepreneurs to challenge traditional stereotypes.

- Encourage equal opportunities, fair compensation and support work-life balance for all employees.

- Create business and networking events that are accessible, inclusive and promote diversity in entrepreneurship.

- Support organizations and initiatives focused on empowering women entrepreneurs through funding, mentorship and capacity-building programs.

- Foster a culture of support and collaboration where women entrepreneurs can thrive and learn from each other.

Unfortunately the above are all on social and individual levels. Governments need to take a part as well that can in fact be more effective.

This might be intuitive to you as a woman founder but I think it will be helpful to spell this out. Can you share a few reasons why more women should become founders?

Founding a company allows women to have greater control over their career path, enabling them to pursue their passions, values and goals in a self-directed manner. It offers the opportunity to make decisions, create innovative solutions and shape the direction of closing the gender gap: Women underrepresented in leadership positions and entrepreneurship. By becoming founders, women can play a crucial role in gender disparity and inspire other women to pursue their entrepreneurial ambitions. Increasing the presence of women in founding positions provides diverse perspectives, enhances gender equality and helps break down systemic barriers.

Women-led businesses contribute to economic growth which can result in increased innovation and competitiveness in various fields. Empowering women to start and scale their own has a positive ripple effect on the economy as a whole.

Women founders often bring unique insights while identifying unmet needs and developing innovative solutions. They can create products and services that cater specifically to the needs and preferences of women, leading to more inclusive and tailored offerings in the market.

Women founders can serve as powerful role models, inspiring and motivating other women to pursue their entrepreneurial dreams. By sharing their stories and experiences prove that it is possible to overcome challenges and succeed in entrepreneurship, building a supportive community for future generations.

Founding a company provides an opportunity to, such as technology, social change, sustainability, and more.

Encouraging more women to become founders not only benefits the individuals themselves but at large by fostering a more inclusive and diverse entrepreneurial landscape, we can tap into the full potential of talent, creativity and leadership, leading to a more equitable and prosperous future for all.

What are the “myths” that you would like to dispel about being a founder? Can you explain what you mean?

Here are a few that come to mind: founders have to have a specific background.

- Age and background are not limiting factors for founding a successful company. Entrepreneurship pursued from diverse backgrounds bring unique perspectives and skill sets to the table.

- Some think you need to have all the answers and a perfect plan before starting. It’s common to feel uncertain and not have all the answers when starting a company. Entrepreneurship is about learning and adapting along the way. Embracing continuous learning, being open to feedback and iterating ideas is crucial for success.

- Another myth is that founders must have extensive financial resources or venture capital funding: While access to capital is important for scaling a business, it is not a prerequisite for starting. Many successful companies were built or through bootstrapping.

- Some think founders must work 24 hours 7 days a week and sacrifice everything. While building a company requires a lot of dedication, it’s important to prioritize self-care, maintain a healthy work-life balance. Success doesn’t happen overnight. Building a successful company takes time, perseverance, and resilience. It is rare and often overlooks the years of hard work, failures and learning curves. It’s important to set realistic expectations and be prepared for the long journey ahead.

By dispelling these myths, founders can pursue their entrepreneurial dreams with confidence and a more balanced perspective. Entrepreneurship is a challenging but rewarding path that can be embarked upon by anyone with passion, determination and a willingness to learn and adapt along the way. I think that is the most important thing, to know that it is a very loooong looong journey and mistakes are made along the way.

Is everyone cut out to be a founder? In your opinion, which specific traits increase the likelihood that a person will be a successful founder and what type of person should perhaps seek a “regular job” as an employee? Can you explain what you mean?

Whether everyone is cut out to be a founder is a complex question that depends on various factors. While there is no definitive answer, there are some that can increase the likelihood of success; however, it’s important to note that these traits do not exclude others from pursuing entrepreneurship or indicate that they should seek a “regular job” as an employee. These are just some traits commonly associated with successful founders in my opinion:

- Resilience and perseverance: founding a company involves facing numerous challenges, setbacks and rejections. A resilient person is more equipped for failures, learns from them and keeps moving forward.

- Commitment: Passion fuels the drive and commitment needed to navigate the ups and downs of entrepreneurship with a genuine belief in the service or mission.

- Adaptability and openness to learning: Being open to new ideas, feedback, and adapting to changing circumstances are vital as a founder. The ability to continuously learn and pivot when necessary can contribute to long-term success.

- Vision and strategic thinking: successful founders often have a clear vision for their company and the ability to think strategically to turn that vision. They can anticipate trends and make decisions with a long-term perspective.

- Risk tolerance and seeking opportunities: founding a company inherently involves taking risks, stepping out of comfort zones and seizing opportunities. Those comfortable with taking calculated risks have a higher likelihood of thriving as founders.

However it is important to emphasize that entrepreneurship is diverse and success can be achieved through a variety of paths and personal characteristics. Many individuals can excel in traditional employment settings, leveraging their skills, strengths and passions within established organizations.

Ultimately, it is up to the individual to assess their own motivations, preferences and aspirations when deciding whether to pursue entrepreneurship as a founder or seek employment. Both paths offer unique experiences and opportunities for personal and professional growth but I couldn’t have imagined a different path for myself.

Ok super. Here is the main question of our interview. What are your “5 Things I Wish Someone Told Me Before I Started” and why? (Please share a story or example for each.)

First I’d like to share things that I were told which became crucial for me to be able to build a successful business. I’d like to pass them along :)

1. The importance of a clear focus: I was able to determine a niche, the specific type of artwork and artists I wanted to represent and build the overall theme and mission of my gallery.

2. Building relationships is key: cultivate relationships with artists, collectors, curators and other key stakeholders in the art community.

3. Location and target audience: choose the right physical location for your business that aligns with your target audience and consider factors such as accessibility to other art-related spaces or cultural hubs and foot traffic.

4. Continual learning and adapting: the art world evolves and it’s important to stay informed about emerging trends, market shifts and new artists. Continuously educate yourself about the art market, attend art fairs and shows at other galleries, institutions and museums, engage with art publications and be adaptable to stay relevant and thrive in the dynamic art industry.

This is something that I learned along the way and wish I was told or at least paid more attention to:

1. Embrace technology and digital presence: in today’s digital era, having a strong online presence is reaching a wider audience and engaging with potential buyers.

2. Legal and logistical considerations: familiar yourself with legal matters pertinent to running a business, such as contracts, consignment agreements,and intellectual property rights. professionals to ensure compliance and protect your business interests.

3. Controlling overheads is crucial, especially in the early stages of opening a business. It’s important to start with a realistic budget that covers all potential costs, including rent, utilities, marketing, staff salaries, artwork acquisition, maintenance and any other necessary expenses. Be conservative in estimating your revenues and allow for unforeseen expenses. There were times that I was surprised and it was not good to be surprised when it comes to costs.

4. Prioritize cost-effective marketing: though essential it can also become a significant expense. Focus on cost-effective marketing.

5. Consider alternative staffing arrangements: in the beginning, consider alternative staffing arrangements such as hiring part-time or freelance staff, or exploring intern programs and partnerships with local art schools. This can help reduce fixed personnel costs while still maintaining the necessary support for gallery operations.

6. Explore partnerships and sponsorships: collaborate with local businesses, sponsors or galleries for joint events and exhibitions. Sharing costs and resources can help mitigate individual expenses while providing mutually beneficial exposure and promotional opportunities.

How have you used your success to make the world a better place?

I can’t say that I have made the world a better place but I believe that art makes the world a better place and I am happy to play a small role in its promotion.

Gallery owners can play a crucial role in perspectives by showcasing artists from underrepresented backgrounds, celebrating cultural diversity through artworks. This helps create a more inclusive and equitable art community and encourages dialogue on social issues. And I have tried to travel to different cities in Iran and try to show works by artists that are not based in the capital.

I have also provided a platform for emerging young artists, helping them gain visibility and recognition. By nurturing and mentoring young talent, I’d like to think that I have contributed to the growth and development of the art industry and support the next generation of artists.

By offering opportunities for art appreciation, creativity and dialogue, we at the gallery have fostered a greater understanding of art and its impact. We have used our resources and connections to support charitable causes, at times hosting charity exhibitions, donating a portion of sales to nonprofit organizations, or collaborating with philanthropic initiatives to raise awareness and funds for social causes.

I’d like to think that every effort, no matter how small, creates a better world through art.

You are a person of great influence. If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be? You never know what your idea can trigger.

If I could inspire a movement that would do the most amount of good for the greatest number of people, it would be a movement centered around empathy and understanding. This movement would encourage individuals to empathize with others, to deeply understand their experiences, perspectives and emotions.

By fostering empathy, we can create a more compassionate and inclusive society where people not only tolerate but also embrace diversity. The movement would encourage people to see beyond their own stereotypes. It would promote open dialogue, respectful communication and the willingness to learn from one another.

This movement would inspire people to take action in their supporting marginalized communities, advocating for social justice, or simply practicing empathy in their personal relationships. It would extend to all aspects of life, including education, politics, healthcare and the workplace.

Empathy has the power to combat prejudice, discrimination, while promoting compassion, connection and harmony. It benefits not only individuals but also the society as a whole.

We are very blessed that some very prominent names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US with whom you would love to have a private breakfast or lunch with, and why? He or she might just see this if we tag them.

I’d love to have lunch with Oprah Winfrey, Elon Musk and David Zwirner.
I think it would offer a fascinating opportunity to bring together different fields and backgrounds.
All three individuals have had a significant impact in their respective fields and they share a passion for pushing boundaries and driving innovation. They might discuss how their work has transformed industries and explore opportunities for collaboration and cross-pollination of ideas and what could be better than that?

Thank you for these fantastic insights. We greatly appreciate the time you spent on this.

About the Interviewer: Douglas E. Noll, JD, MA was born nearly blind, crippled with club feet, partially deaf, and left-handed. He overcame all of these obstacles to become a successful civil trial lawyer. In 2000, he abandoned his law practice to become a peacemaker. His calling is to serve humanity, and he executes his calling at many levels. He is an award-winning author, teacher, and trainer. He is a highly experienced mediator. Doug’s work carries him from international work to helping people resolve deep interpersonal and ideological conflicts. Doug teaches his innovative de-escalation skill that calms any angry person in 90 seconds or less. With Laurel Kaufer, Doug founded Prison of Peace in 2009. The Prison of Peace project trains life and long terms incarcerated people to be powerful peacemakers and mediators. He has been deeply moved by inmates who have learned and applied deep, empathic listening skills, leadership skills, and problem-solving skills to reduce violence in their prison communities. Their dedication to learning, improving, and serving their communities motivates him to expand the principles of Prison of Peace so that every human wanting to learn the skills of peace may do so. Doug’s awards include California Lawyer Magazine Lawyer of the Year, Best Lawyers in America Lawyer of the Year, Purpose Prize Fellow, International Academy of Mediators Syd Leezak Award of Excellence, National Academy of Distinguished Neutrals Neutral of the Year. His four books have won a number of awards and commendations. Doug’s podcast, Listen With Leaders, is now accepting guests. Click on this link to learn more and apply.