We had the good fortune of connecting with Claire Uhar and we’ve shared our conversation below.

Hi Claire, we’d love to hear more about how you thought about starting your own business?
I’ve spent my career co-founding ventures or working alongside founders and executives on their most critical initiatives, spanning strategy, sales, and marketing. Through these experiences, I developed a knack for identifying the untapped potential in brands and projects—those hidden opportunities that, when discovered, can transform businesses. I realized I had a unique ability to craft the unexpected, and I wanted to bring my approach to a set of clients. I’ve found the more diverse our portfolio, the more complementary it becomes.

The name OBSCURE itself speaks to our mission: we illuminate what’s hidden and craft the unexpected, turning the unconventional into something powerful and compelling. It’s about creating strategies and experiences that defy expectations, challenge norms, and ultimately drive our clients toward a vision.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
OBSCURE is a Los Angeles-based consultancy that serves companies, creatives, and the content platforms that tell their stories.

We CRAFT THE UNEXPECTED for our clients to diversify revenue, engage new communities, and attract investment.

Our clients include tech and media companies, venture firms and agencies, individual artists and filmmakers, and more.

Some of the questions you gave me/answers below:

Risk-taking: how do you think about risk, and what role has taking risks played in your life and career?
For me, risk-taking has become a daily practice. If I go more than a day feeling “safe,” like I have it all figured out, or advising clients to play it safe, I know I’m not doing my job. Taking risks is where real growth happens. It’s not about being reckless; it’s about building resiliency, even when the outcome isn’t guaranteed.

What’s one piece of conventional advice that you disagree with?
“Fake it ’til you make it” is advice I’ve heard countless times, and it’s probably the earliest piece of career guidance I can remember receiving. Now, I have to say I disagree with it. Authenticity conquers all. The best leaders I know are authentic to their core, they are brutally aware of their strengths and weaknesses and resourceful in filling any gaps.

What habits do you feel helped you succeed?
One habit that’s been crucial for me is “dazzling the details.” Mastering (and practicing) the basics, understanding the processes behind the scenes, and never considering ourselves above any task. Another I would be remiss not to mention is just plain old grit. Getting backup and a view that every “no” as a potential “yes.”

Work-life balance: how has your balance changed over time? How do you think about balance?
I think of it less as balance and more as a dance (potentially influenced by my mom – a classically trained ballerina and CFO). I try to find a rhythm that incorporates and enhances everything going on. My work is best when it feels like play, and my life is best when I incorporate the consistency and rigor of my work.

How did you come up with the idea for your business?
I’ve been fortunate to have some of the most inspiring creators and leaders in my network, and they started coming to me with ideas and opportunities organically. OBSCURE started as a side hustle, giving advice to early and growth stage founders. I think these creators and leaders needed someone who could help them strategize and execute their visions in a way that was both impactful and authentic, yet differentiated. I realized there was a gap in the market for the kind of bespoke, strategic guidance I could offer.

What’s the most important lesson your business/career has taught you?
One of the most important lessons I’ve learned is something my grandmother, who was a legendary entrepreneur, had displayed in her office: “Life is full of choices.” It’s a simple statement, but every day, I’m reminded that my choices matter—every person I meet, every brand we align ourselves to, every move I make, is a deliberate choice. It’s about being intentional and often, playing the long game.

What are you inspired by?
I’m deeply inspired by our clients. I curate who we work with very meticulously, both in terms of the companies and the individuals. I’ve refined the criteria of our clients over time, and will continue to do so to align to disruptive, forward-thinking leaders in some of the most competitive and creative industries.

Why did you pursue an artistic or creative career?
I believe every career can be (and humans are innately) artistic and creative—it’s not about the industry, but rather the approach you take to every part of your work. Now, yes – our clients are primarily in the creative and artistic industries – but even in my days of tech and financial services, I always considered my role creative.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Love this question:

Eat/Drink: Manuela (in Hauser+Wirth), Kato (DTLA), Vespertine (Culver City), The Velvet Room (Culver City), Mirate (Los Feliz)

Do: Hike Solstice Canyon or the Culver Stairs, GALLERIES (of course) – David Kordansky, Jeffrey Deitch, Hauser + Wirth are a few you can’t miss. LACMA and MOCA, of course too.

Probably stumble upon some live music, and a beach walk in the mix for out-of-town friends.

Who else deserves some credit and recognition?
My amazing clients and collaborators.

Website: https://theobscure.co

Instagram: @theobscure.co and @claireuhar

Linkedin: https://www.linkedin.com/in/claire-uhar-11b665b0/

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