An Entrepreneurship Story Full of Dreams, Effort and Passion

NureArt was founded in 2020 by the female entrepreneur Nurhan Durukan, with the vision of becoming a global art and craft supplies provider. As the first and only producer of air-dry modeling clay under the Smarta brand in Turkey, NureArt quickly became a well-recognized brand in many countries with its flexible and durable Smarta modeling clay, offering 28 different colors. Smarta has been tested and approved for compliance with EN71 Non-Toxic, CE standards, and also conforms to ASTM standards. In 2022, Smarta Kids was launched with a softer formula for educational use. NureArt also launched Smarta silicone molds, which already have more than 60 theme varieties, at the beginning of 2023, in addition to other products like modeling tools and non-stick rollers in its portfolio.

The company decided to expand its product range and recently started the production of another type of air-dry clay, Smarta BOLD, which has been one of its major goals since its establishment.

Achievements and Milestones:

– Smarta was launched in June 2021.

– It is available in hundreds of stores throughout Turkey.

– It exports to more than 15 countries.

– It has hundreds of sales stands in Turkey and various countries around the world.

– It has reached over 50,000 followers on social media accounts within 3 years.

– It continues preparations for new product categories.

Our Vision:

Our goal at NureArt is to be a global art and craft supplier, offering high-quality materials that cater to artists and craft enthusiasts of all ages and levels. With our products that appeal to a wide user base from young to adult, from hobbyists to professionals, we enable everyone to unleash their creativity.


Message from Our Founder:

As the founder of NureArt, I, Nurhan Durukan, am grateful to everyone who has supported me on this journey. I am thrilled to have you by my side in this entrepreneurial story filled with dreams, efforts, and passion. I believe we will achieve even more success together.

We use this text to share our hopes and excitement for the future as part of the NureArt family. Discover more on our website,, and join us on your art journey.

It is a great honor for us to touch each of your lives and support your creativity.

NureArt is not just a brand; it’s also a passion, a community, and a journey of discovering the endless possibilities of creativity.