For Hawaii Fluid Art Founder Maya Ratcliff, the fluid art form came to her as a happy accident. When the pandemic hit, Ratcliff was looking for a fun hobby to occupy her time, so she signed up for art classes. By Kelsi Trinidad
For Hawaii Fluid Art Founder Maya Ratcliff, the fluid art form came to her as a happy accident. When the pandemic hit, Ratcliff was looking for a fun hobby to occupy her time, so she signed up for art classes.
Unfortunately, these classes proved to be discouraging. “I was horrible at it. I felt terrible about myself. And I was like, ‘Man, I’m a terrible, terrible artist,’” reflected Ratcliff.
One night, while practicing her painting, Ratcliff reached for her nearly empty paint bottle and tried to squeeze the last bits out by adding water to the bottle and shaking it up. When she went to get the now watered-down paint out of the bottle, she found that she had added too much water, and it flowed across her paper plate, creating a beautiful and unique pattern. This sparked the idea of a new art form.
In 2021, Ratcliff opened Hawaii Fluid Art in Hawaii and quickly gained a following. She found herself teaching a large roster of high-profile celebrities at an exclusive housing development when the idea of franchising came to her from a student.
“They said, ‘We’ve traveled the world, and we’ve never experienced anything like it. We think that everybody deserves to experience Hawaii Fluid Art.’ And that’s what put the idea in my head,” said Ratcliff.
Since franchising Hawaii Fluid Art in 2022, the emerging brand has opened 15 franchises, with 227 sold and in development across the U.S. The company also is set to expand into Canada this summer.
Hawaii Fluid Art has ensured that its corporate team is prepared for the fast-track growth it has experienced. It has operations, construction and design manuals set in place as well as an online training portal and call center that’s available 24/7 to answer basic questions. Also, the brand has real estate consultants and marketing materials available for all franchisee needs.
The magic of Hawaii Fluid Art lies not only in the beautiful art that it teaches students of all backgrounds and ages to create but also in the fun experience that it provides. With the brand’s support in planning, opening and running the business, franchisees are able to create Hawaii Fluid Art’s signature vibe, which engages all the senses. Each location has a tropical, inviting atmosphere complemented by the custom scents in the back art room as well as the Hawaiian-themed decorations lit by a neon “Aloha” sign nearby.
The magic of the brand also serves as its best business asset for franchisees. Instead of leaving a class feeling frustrated that they couldn’t replicate the painting the instructor made, students have hundreds of paint colors from which to choose and create their one-of-a-kind piece of art that looks beautiful and unique every time.
“Not only do people love what they create, but they love the experience while they’re there and when they see the art on the wall. They remember how they felt, and they come back time and time again,” explained Ratcliff.
Kelsi Trinidad