Adrian Salamunovic co-Founder of DNA11

What can $2000 and some “built-up Karma points” get you?  For 33 year-old Adrian Salamunovic, co-founder of DNA11, it was a profitable start-up and $10,000 in sales the first month.  The original producer of canvas DNA portraits, DNA11 now offers fingerprint portraits, kiss portraits, and for the pet who has everything, DNA pet portraits.

Over the past 5 years, Adrian has been featured in countless interviews where he is asked how he got the idea to sell DNA-inspired art.  Bottom line, he saw an image (friend and co-founder Nazim Ahmed sold biotech equipment to DNA processing labs) and thought it looked like modern art.  The real story behind the success of DNA11, though, is in the creative marketing and fast-forward start-up phase that immediately generated high-ticket sales.

Launching DNA11 with only a $2000 startup fund, Adrian and Nazim relied on past good deeds and banked karma with friends to help them create a design-friendly, low-cost website.  Working relationships with DNA processing labs, thanks to Nazim, were essential to outsourcing the scientific element necessary to produce the images. Add in a few alcohol sponsors and an A-list crowd, and DNA11 was off and running.  Initially approached by Absolut Vodka to co-sponsor an art party, the company’s relationships with multiple liquor brands (who rely on jet-setting Adrian to supply the crowd) have been a critical piece in the overall image identified with the brand.

Enjoying pioneer status in the field of DNA portraiture, and with DNA11 sales of over $1M the first year, Adrian is longer relying on karma points to get by. But, if his Beagle keeps wanting more artwork of himself, he should probably keep making deposits.

1. How does the artwork produced by DNA11 differ from a simple scientific image, and is it really art if the individual outcome (DNA patterns) can’t be controlled?

The raw image we produce is commonly referred to as a PCR – it’s a black and white photograph of what the DNA looks like after we run it on a gel.  We spend quite a bit of time on each image cleaning it up on a digital tablet, adjusting the contrast, and adding color in order to make each art piece “pop”.  WE are pretty open about the fact that DNA 11 portraits are conceptual art- the art is in the idea and the concept. If you ask me, it’s more of a design concept than anything. The randomness and uniqueness is what makes these art pieces.

2. If you hadn’t come across your friend’s biotech images, do you think you would still have found your way to an art related career?

I’ve always been creative and involved in design at one level or another. Art has always been a hobby of mine – I guess instead of waiting to retire to get back into my roots I now get a chance to do it for living.

3. Is DNA11 capitalizing on the inherent vanity of those who can most afford its products?

You would have to ask our clients that question. I think each client would have a different answer. Some do portraits of their kids, their pets or other family members. Many give  our portraits as wedding gifts. I think the reasons our clients buy these portraits is as unique as the portraits themselves.

4. Has anyone ever returned a canvas because they didn’t like the look of their DNA?

We’ve sold thousands and thousands of portraits. Our return rate is less than 1%. I think the reason for that is that most people are going to love THEIR DNA. That being said, we’ve had a few returns for that reason but I can count them on one hand…Me and Nazim made a decision very early in the development of this company that we would give anyone that doesn’t love their art piece all their money back- no matter what the reason. People thought we were crazy offering a 100% money back guarantee on custom art but it has worked out for us!

5. Tell us about your newest venture, Canvas Pop.

CanvasPop will allow anyone to print any photo or image onto high quality canvas at any size. What makes us different is we can work with any resolution image whether it comes from Facebook, and iPhone or a $5,000 dollar camera- we’ll make it look great. It’s still “under the radar” but we’ll be launching by early Sept (or sooner).  This one is going to be big. Go to www.canvaspop.com to sign up for updates and special pre-launch discounts…

6. What do you like best about owning your own business?

The Freedom.

7. Describe the ideal person who would complement both your life and your business.

A best friend who is equally as passionate as me about life and is as motivated as me but not necessarily in business. Sense of humor- you need it to hang out with me. Lol.

8. Where do you see yourself in 10 years?

On an island somewhere with a high speed internet connection.

No seriously, we want to be the Apple Inc. of the art world. The art world is a multi-billion dollar, highly fragmented industry and everyone buys some form of art at some point in their lives. Our goal is to have our art on the walls of every home in North America by introducing affordable, personalized art for all tastes at a variety of price points. DNA 11 and CanvasPop are just the beginning. In 10 years I want to break the Billion dollar mark for sales of art through a variety of art related businesses we plan on launching.

Adrian’s Bio:

Before DNA 11, Adrian spent a decade in business technology, specializing in high-tech marketing and design. He launched his first web company in 1995. An inventor and innovator who speaks four languages (so far), Adrian is passionate about design, the arts, world travel and fine cuisine. He is also mildly obsessed with watches and cool sneakers. (Los Angeles is his second home.) Adrian loves to run, ride any type of board, bike and travel

Want to connect with Adrian? Follow him on Facebook here and here and Twitter here and here!