Photographer: Olga Miljko
Styling: Alexandra Belous
Makeup: Victoria Bond
Hair: Miguel Perez
Tatiana Korsakova, founder of activewear label VAARA, on her proudest achievements that have shaped her as an entrepreneur, facing risks, and where she’s taking the brand next.
What are your daily non-negotiable practices to set yourself up for an optimal body and mind?
As a founder of a successful business, I truly appreciate the value of a slow morning routine. While my mornings can often be hectic, especially as a mother of three, I’ve found that starting the day at a relaxed pace can make a significant difference. Even just a couple of minutes of morning meditation or a 10-minute stretch sets a positive tone for the day ahead. I’ve also learned that planning my schedule hour by hour helps me stay organised and focused.
What is your design philosophy and how do you keep VAARA one step ahead of competitors?
At VAARA, our design philosophy is anchored in the principles of simplicity, quality, and purposefulness. We are dedicated to crafting designs that empower women to feel beautiful and confident without complicating the experience. Each piece we create is meticulously designed to enhance a woman’s lifestyle, whether she is engaged in dynamic activities or enjoying moments of relaxation. We place immense value on quality, which is why we exclusively manufacture in Europe. This decision not only guarantees exceptional craftsmanship but also allows us to maintain stringent oversight over every aspect of the manufacturing process. To ensure we remain at the forefront of the industry, it is vital to cultivate a distinct and unwavering perspective that we express boldly. At VAARA, we wholeheartedly embrace innovative ideas and trust our instincts to guide us. By staying authentic to our brand identity while possessing the courage to explore new avenues, we consistently maintain our position ahead of our competitors.
What or who have influenced your design aesthetic?
Perfection of the woman nature.
Tell us more about the inspiration behind the collaboration with The Dubai Edition?
Brand values and aesthetics – we have recognised these common key points with The Dubai Edition and it made our choice from all the great variety of opportunities. We were looking for a new, highly contemporary format for our very first boutique in the new market. Key styles showroom, the highest quality focus and super service for those who are always on the move including fitting at the hotel rooms – that’s the plan.
As a founder, what is the greatest risk you’ve faced in growing your business and how did you know it was one you should take?
The greatest risk I faced in growing VAARA was transitioning from wholesale to a direct-to-consumer approach. While it was a bold move, I recognised it was essential to forge a deeper connection with our customers and gain complete control over our brand narrative. This decision ultimately aligned with our long-term vision and allowed us to grow meaningfully.
Which pieces drive sales consistently and what separates VAARA apart from other competitors?
Our products are not white label; we are proud to produce everything in Europe, ensuring impeccable quality and craftsmanship. The cornerstone of our brand is our Eco Seamless range, which we believe is the most comfortable activewear on the market. This range stands out not only for its perfect fit and luxurious feel but also for its sustainable materials, making it a firm favourite among the VAARA customers.
What’s your proudest achievement since you started VAARA?
If you ask our customers what VAARA stands for, they consistently say: quality. This recognition fills me with pride because it reflects our unwavering commitment to delivering the best. We prioritise honesty, respect, and authentic conversations with our customers. At VAARA it’s about quality, not hype, and knowing that our customers value this ethos is incredibly rewarding.
Let’s talk about the growth strategy and the brand’s expansion to Dubai. What influenced this and how did you manage scaling while retaining quality?
Expanding into the Middle East was a strategic decision driven by the region’s growing focus on wellness. In Dubai, there’s a unique mix of women who appreciate high standards and understand the value of thoughtful design. This market aligns perfectly with our brand’s values, and it’s exciting to grow in such a dynamic environment.
How do you see the future of the brand – are there any category expansions and new goals on the horizon?
While I can’t reveal all the details just yet, I can share that VAARA is moving towards offering spa services, beauty clinics, and wellness retreats. This aligns with our mission to create a complete lifestyle experience for our customers. These expansions are an extension of our vision, and we’re excited to share more soon – stay tuned!
“Building something meaningful doesn’t happen overnight. Be patient, stay true to your values, and trust the process; success will come when the timing is right”
What is your advice to women who want to launch their own business or for personal growth?
My advice to women is to invest in quality – whether it’s a product, idea, or vision – and take the time to nurture it. Building something meaningful doesn’t happen overnight. Be patient, stay true to your values, and trust the process; success will come when the timing is right.
This is The Optimism Issue – how do you stay optimistic?
I stay optimistic by focusing on the positive and believing in the power of energy and intention. I truly believe that our thoughts have the ability to shape our reality. Optimism not only helps me navigate challenges but also fuels creativity and resilience, allowing me to thrive even in difficult times.
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