Veronica Lascurain
Verónica Lascurain is a professional visual artist, designer, and creative entrepreneur based in San Antonio, Texas, with nearly 25 years of experience in painting and over 18 years in art education. She holds a Bachelor of Science in Interior Design from the Art Institute of Pittsburgh and has built a multidisciplinary career that bridges fine art, design, coaching, and education. As the founder of Lascurain Art & Design and her first art school established almost two decades ago, she continues to work as an artist, instructor, and mentor, guiding both children and adults in developing artistic skills and creative confidence.
Her artistic practice is centered on large-scale, texture-rich abstract realism with cubist influence, exploring themes of resilience, transformation, and emotional integration. Through her work, she seeks to reveal beauty within contrast, often using symbolic imagery that reflects personal and collective transformation. She creates commissioned pieces for corporate, residential, and hospitality spaces, designing artwork that enhances environments while communicating identity, meaning, and emotional depth.
In addition to her studio practice, Verónica is the founder of Art at Business, a Corporate Art-Based Learning (ABL) initiative that helps organizations strengthen leadership, collaboration, communication, and innovation through structured creative experiences. She is also a certified life coach, NLP practitioner, Enneagram coach, and award-winning speaker with Toastmasters, drawing inspiration from mentors such as Wayne Dyer, Les Brown, and Lisa Nichols. Across all her work, she is committed to using art as a transformative tool—helping individuals and teams reframe perspective, unlock creativity, and build more meaningful connections.
• Certified Life Coach in NLP
• Enneagram Certification
• Art Institute of Pittsburgh - BS
• Toastmasters Speaking Awards
• National Association of Professional Women (NAPW) - Former Member
What do you attribute your success to?
I attribute my success to the love and passion of what I do. Also to resilience. It has shaped how I approach challenges and continue moving forward regardless of obstacles. I’ve learned to integrate every part of my life—the good and the difficult—because each experience contributes to personal growth and transformation. This perspective is also reflected in my artwork, where I explore how shifting perception can turn struggle into beauty and meaning. I paint the duality of life. Ultimately, resilience has been the driving force that keeps me focused on my goals and committed to seeing them through.
What’s the best career advice you’ve ever received?
The best career advice I’ve received is to believe that everything is possible. Nothing is truly impossible unless you decide it is. With clear intention, planning, and consistent action, goals can be achieved. I’ve also learned the importance of self-belief—especially in moments of doubt—because when you stay connected to your purpose and trust yourself, you can accomplish far more than you think.
What advice would you give to young women entering your industry?
My advice to young women entering the industry is to stay true to themselves and not give up. Don’t create work based on what you think others expect—create from who you are. Share your own story authentically and let your individuality come through in everything you do. If you’re starting your path in the art world especially, be unapologetically yourself and let your work speak for who you are through your hands.
What are the biggest challenges or opportunities in your field right now?
One of the biggest challenges in my field is overcoming the outdated “starving artist” mindset. I believe that perception no longer reflects reality. Today, art is not only emotional expression but also a business. When artists combine authenticity with structure, discipline, and an understanding of how to present and share their work, they create real opportunities to thrive rather than struggle.
What values are most important to you in your work and personal life?
The most important values in my work and personal life are family, honesty, hard work, and staying true to myself. I place a strong emphasis on integrity, especially being truthful with myself, as I believe that’s the foundation for everything else I do.