Ever wonder who stands behind the scenes in creating the beautiful products you love? Q&A with our Creative Director Sasha N.
questions: Dareen Y.
pictures: Nastassia F.
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Describe your role in the brand’s life?
If I compare the company to a human body, I’m the heart, the engine that brings life to all processes. At the same time, I’m heavily involved in guiding the strategic decisions -the brain, and the execution ones -hands and legs. I hope you understand my metaphor. You can just call me TEYA. (laughing) In other words, I'm multitasking all the time: product development, the visual, marketing, B2B partnerships, etc
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How do you stay motivated and inspired when you need to juggle so many roles in the company?
Not always I'm inspired and motivated. But it’s part of the game, I guess. What gives me energy to continue is passion and that feeling when you bring the ideas to life. It is addictive. Look at our beautiful and dreamy Silk Room. It's image was popping up in my head for months, and now we are sitting and chatting here.
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Do you have any special tips or habits that make you a better leader?
We are all leaders, you know? We have our life to lead. I definitely have some to make me feel better. I'll give you 3. I’m a huge advocate of slowing down. There are some things you can see and feel only when you slow down. It's very important, especially for women. A relaxed woman creates very special atmosphere in her environment, whether it is an office or a household. It's a contagious energy, I believe. The second good tip is to work on your physical state. I practice yoga and stretching. In a flexible body lives an open-minded and open-hearted spirit. And last but not least is being very selective in daily and life connections.
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What is the most significant lesson you’ve learned since you started your path with TEYA?
I hope the most significant one, I haven't met yet. But there were a couple of important lessons I learned, for sure. Lesson No.1: Keep trying and feel what you are doing. Lesson No.2: If you fail, go to Lesson No.1. And a universal skill that I'm still mastering is being brave.
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Brave? What does it mean to be brave to you?
To me, brave means being honest. When you feel, think, say, and do the same things—a rare find in our reality. And again, to keep going even if something fails, this also requires a lot of courage.
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In terms of your job, what is the most challenging thing?
Finding the right people, I think, and saying goodbye to those who are not right. It is the most challenging thing in terms of life, not only my job.
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And the most favorite thing?
It might be surprising, but it is packing orders. I do it myself very often, so satisfying and relaxing. I always feel so much love and gratitude. I like to imagine how people feel when they open a package and meet the softness and beauty of our silks. And I get super excited when we send orders to places that I'm dreaming of visiting, like Tokyo or Sydney or when a new country appears on TEYA Map. Once we sent a package to Greenland! Do you know where is it? I sometimes have to google, as I'm not so bright in geography (laughing). TEYA travels much more than I do, and I’m not jealous. I’m happy about it!
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What is it that you like about silk so much?
Well, to start with, it is the most beautiful fabric in this world. It has magic properties and unique energy. It is a little bit cold to touch, but if you keep touching, it becomes the same temperature as you are. It is a high-maintenance material, so you need to treasure and take good care of your silks. It is not for everybody. You know, I feel like I'm describing myself (laughing). If I were a fabric, no doubt that it would be 100% silk.
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What is so special about TEYA?
I like to call TEYA a niche, slow-fashion brand, distinguishing it from a mass market industry and from so-called 'high-end' luxury brands that, frankly speaking, follow almost the same strategy as mass market ones, releasing up to 10 collections per year and relying on oil-based synthetic materials.
At TEYA, we bring old-world craftsmanship ideas, slowly and meticulously creating our products. Couture techniques, artisanal hand finishing, and the finest buttery pure silks. It is what TEYA is about. Look at our ‘Rosie’. A truly unique find. It takes few hours to fold the silk flower.
'ROSIE-MERMAID'
A tribute to the timeless symbol of love, romance and sexuality. Inspired by the mysteries and allure of the ocean. A handcrafted piece. Every flower is unique and may slightly vary from each other.
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Do you wear TEYA silks in your day-to-day life?
Of course I do! Silk is my day and night uniform. I always wear something from our collection. Like underwear, and you can always find a few silk scrunchies in my bag and pockets. And the dress! I literally want to live in it every day. I believe the things you use the most in life should have the absolute highest level of quality. A hair tie is a good example. Actually, anyone can afford those small luxuries.
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How would you describe a TEYA woman?
Oh. She is so special. Unique energy and unique character. She is strong and fragile at the same time. She feels a divine element within her and shares it with others. She knows her worth, and she is not afraid of the future, as she is inventing it. She is you.
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What would you recommend to buy first from the TEYA store?
Finally! I can sell something to you. (laughing) Ladies and Gentlemen! The first thing I highly recommend and almost insist on buying is a silk pillowcase. I need to admit that we can survive without fancy and soft lingerie or a gorgeous pure silk dress. We can live it through. Without sleep, we die. We sleep 30% of our lifetime and hug a pillow much more often than a lover. Plus 100% silk is a real skincare tool. But! Be careful with the quality, as not all brands offer the best one. At TEYA, we do: the premium quality of silk, the right density for the bedding—simply the best! So, enough words and letters, time to go to teya.store and order a pillowcase for yourself and loved ones—sleep well and wake up beautiful every day.
100% SILK PILLOWCASE
Without sleep, we die! We sleep 30% of our lifetime and hug a pillow much more often than a lover. Plus 100% silk is a real skincare tool.