Entrepreneur, Female Empowerment & Mental Health Advocate Aleksandra Nikolajev Jones has for over two decades been transforming cultural connections, driving inclusivity & inspiring innovation through her productions, choreography, and fundraising, and cementing creative collaborations & partnerships around the world.
Creativity, for me, is a way of living, thinking, and approaching challenges with curiosity, innovation, and persistence. Throughout my career, I have discovered that the principles of creativity, empathy, collaboration, and flexibility can enrich our work, our relationships, and our families.
It seems that by nurturing curiosity and embracing new perspectives, I have become even more "addicted" to creare "to create" in Latin. It all began with asking questions, exploring unfamiliar ideas, and stepping out of my comfort zone.
Creativity flourishes when we allow ourselves to make mistakes, take risks, and learn through exploration. Surround yourself with diverse people and experiences that challenge your thinking.
Practicing creativity
To practice creativity, integrate playful exploration into your daily life. Creativity is not just an innate talent; it is a skill that can be practiced and developed over time. One of the best ways to cultivate creativity is through consistent habits that encourage curiosity and exploration. By practicing creativity regularly, we train our brains to approach challenges with a sense of openness and possibility.
Every person has a story. By being curious and empathetic, we open ourselves to diverse perspectives, which is also a vital part of creativity. Listening to others, understanding their journeys, and exploring their narratives can inspire unique ideas and deepen your creative practice. Empathy allows us to connect with people on a meaningful level, transforming interactions into powerful moments of insight and acceptance.
Once we commit to practicing creativity, it naturally starts to show up in our daily routines and interactions.
Cultivating creativity in everyday life
Creativity flourishes when we embrace curiosity and open ourselves to new perspectives. It’s about seeing possibilities where others see limitations. This mindset is guiding me in the development of projects that aim to bridge diverse worlds, such as proposed collaborations between Japanese and Welsh artists to explore the shared beauty of our landscapes. By blending the iconic imagery of Snowdonia and Mount Fuji, cherry blossoms, and daffodils, we want to create a shared narrative that celebrates both individuality and connection.
Life often feels like a repetitive cycle a kolotecina (a Serbian term describing monotony) where the demands of daily routines can stifle inspiration. Yet, creativity offers a way to break free from this pattern. It transforms ordinary moments into opportunities for exploration and renewal. Whether it’s finding new approaches to a routine task or infusing your day with moments of playfulness, creativity enables us to navigate changes with flexibility and optimism.
In everyday life, creativity can also be as simple as finding new ways to solve problems, approaching routines with fresh eyes, or making time for playful exploration. I often use music, singing, and dancing to connect with my children, turning mundane activities like cooking, cleaning, or driving between home and school into adventures.
Infusing creativity into work
At work, creativity is a powerful tool for innovation and collaboration. It allows us to approach challenges with flexibility and vision, turning obstacles into opportunities. While fundraising for arts initiatives, creativity helped me design campaigns that not only secured financial resources but also built deeper engagement with the community. These principles apply across industries, encouraging teams to think differently and work together to achieve meaningful outcomes.
Collaboration is key to unlocking creativity at work. Some of my most rewarding experiences have come from working with extraordinary individuals whose unique perspectives and talents have shaped my own understanding of what’s possible.
Nurturing creativity in family life
Family life offers endless opportunities to practice and share creativity. As a mother of two daughters and a son, as well as an advocate for empowering families in underrepresented areas in Serbia and Wales, including post-conflict regions in the former Yugoslavia, I’ve learned how vital it is to nurture imagination and self-expression within the family. Activities and non-activities, "spaces of doing nothing," such as sitting together in silence, waiting for conversations to arrive (or not), listening, and waiting for each other alongside dancing, storytelling, drawing, and shared adventures help children and adults alike build confidence, explore their ideas and interests, and develop deeper and stronger bonds.
Creativity in family life isn’t about perfection; it’s about presence and playfulness. Laughing, crying, singing, walking, traveling, learning, dancing, having family rituals, and visiting special places together as a family can be the most creative outlook and fundamental force of nature for individual members as well as the whole family’s collective awareness. Without that, we are lost, disconnected, and often unhappy.
A vision for a creative future
In a world facing increasing complexity and disconnection, creativity isn’t just a personal asset; it’s a collective necessity. It offers us the ability to build stronger communities, innovate solutions, and create meaningful change on a global scale.
My vision is to champion creativity as a universal tool, a “Tool for Life” that empowers us to thrive in an ever-changing world. Through creativity, we can build resilience, foster authentic connections, and turn challenges into opportunities with empathy and optimism. The beauty of creativity lies in its ability to touch every aspect of life, from personal joy to collective progress.
Read more from Aleksandra Nikolajev Jones
Aleksandra Nikolajev Jones, Choreographer, Producer & Fundraiser
Aleksandra Nikolajev-Jones produces for theatre, television & film, nurturing new talent, mentoring, coaching & collaborating with international & local companies, institutions, and authorities. She is a member of the International Dance Council, CID, recognised by UNESCO. Working with professionals, communities, minorities & vulnerable groups, delivering projects that empower individual and collective well-being, she founded The Gravida Collective, which explores creativity, womanhood, & community engagement through new & innovative initiatives. With over two decades of experience, she continues to champion cultural exchange, inclusivity, and innovation in the arts, business, and beyond.
