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Velva Heraty, aka "Dream Momma"

Posted By LocalShops1, Sunday, February 19, 2012

Velva Lee Heraty’s love of art began during childhood when her mom took her to Chicago’s Art  Institute on weekends. By the age of 14 she had purchased her first oil, a small study of apples.

Her love of art grew and throughout her career as a clinician and dream expert lecturing and  traveling abroad, Velva always scheduled an extra day or two to explore local art scenes and museums. Even earlier, as a photojournalist and marketing and sales trainer, she was seen at most Chicago art events.

"I just loved going to juried art fairs in the summer purchasing what I could afford from exceptional exhibitors,” she says.

In addition, Velva has mentored many artists always looking for that WOW factor; that combination of creativity and execution that is so promising. "Seeing those qualities incorporated into a single art rendering is like chocolate to me.”

She states, "My love of art is definitely genetic. Beyond the many visits to the Art Institute, my parents collected art, there were art books scattered throughout the house, and my uncle Robert was a dealer in fine antiques and estate jewelry.”

As she traveled, her collection grew.

"The one piece I would save from a house fire is an oil by Berlin Expressionist Michael Zimmerman titled The Gratitude Chair. It is 5X6 feet and dominates the main wall in my home. It reminds me to be grateful every day.”

As’s new Ambassador to the Arts, Velva’s mission is to bring artists flying under the radar into the forefront by offering them opportunities to get their art visible to the mainstream. They will also benefit from access to business training and workshops to help them to grow and thrive.

"I am delighted to express my love of both art and the city of St. Pete through our mutual initiative of introducing artists to the business community as honored members of this dedicated organization. LS1 has been in the forefront of the shop local movement for four years and my experience of Founder Ester Venouziou is one of passion, commitment, and most importantly, personal integrity.”

When not consulting, training, speaking and writing, Velva, known locally as Dream Momma, divides her time between her love of photography and travel, her radio show In Your Dreams/In Your Skin on Rhino on Air, and developing Ta-Da! International (, an organization dedicated to helping people with exceptional challenges celebrate their little victories. Her first book, The Dream Belongs to the Dreamer, will be published in the fall.

Velva can be reached through her website:,
or at

Photo credit: Artsy touch added by Michael W. Ritchie of

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