Interview with Designer Natasha Makhova

Natasha Makhova is a Russian-American designer, and founder of “In Dresses Veritas” brand. She worked in AIG (and then Metlife) for more than 10 years as a marketing manager. Now she owns her own business, lives in California with her husband and three children – a daughter (25), and two sons (17 and 12).

MeV5.0: Natasha, please tell us what triggered your change?

Natasha: It just happened that for a few years we were living between two countries – my husband got a job in America and moved there, and I had to stay in Moscow. It was a big change for our family, and it wasn’t easy. I needed to organically grow into the decision to move. I enjoyed my job, liked the company and felt a sincere connection with people at my workplace (and I am still friends with many of them). So, it wasn’t an attempt of running away from something.
During these few years we were “visiting” each other on regular basis, and all the time I was trying to understand what I would like to do when I moved to America permanently. My first thought was to send out my resume for marketing manager positions, so I did. My main motivation was that “I wanted to make sure I am financially independent”. While waiting for replies, I setup my first internet-shop selling women’s clothes. I wanted to sell American clothing on the Russian market.
I started creating beautiful combinations and coming up with interesting designs. However, due to the market changes, I had decided to change my concept. I began sewing myself, and now created my own designs, which would be interesting for both Russian and American markets. My business is three years old now. The circle of loyal customers keeps growing, and I love what I do.

MeV5.0: How have the lives of people close to you changed and how did they cope with it?

Natasha: My husband and kids were so happy! Thrilled! Now, mom is home! They were almost keeping their fingers crossed, afraid to break a spell. 🙂 I felt so supported. The whole family came together. And for me, it felt like someone has given me the gift of time. Suddenly I realized that I don’t need to rush or stress.

My mom was very surprised by this change.

Some of my friends were worried: “Natasha, are you crazy? America is a Land of Plenty! Everyone wants High fashion clothing brands. Who needs one more amateur brand?”. But their skepticism wasn’t discouraging, because I felt they really cared about me and my future.
And the initial support came from my circle of friends. They made the first purchases. I think it’s important not to be embarrassed to rely on your friends and show them what you do. They may actually really like it! 🙂

MeV5.0: Who/what supported you the most in the process of change?

Natasha: My husband was my biggest supporter. He always noticed if I was not at peace with myself and helped me see it.
I am also grateful to my psychologist and my coach. By working with her I have realized two key points, which changed my internal landscape.

1. “You are not a helpless girl under your husband’s wing. You are a strong woman, a powerhouse!”
2. “You and your husband were the partners in a number of joint projects, starting with raising 3 kids. In this new project he is on the background, but he is still a major stakeholder.”

MeV5.0: Tell us how the change has happened? And how did you feel?

Natasha: Corporate life is structured and safe, like in a greenhouse or a tree nursery. Starting your own business was like a state of a zero gravity and weightlessness. No stability whatsoever. On the other hand – incredible curiosity and the discovery that you can meet people from a completely different facets of life. People with different worldviews, professions, temperaments, ideas. Also, the absolutely new sensation of being a “truant“, when you can go to the seashore during the day and allow time for yourself.

I found a new community of people who later became my friends. I suddenly realized how many different people are in my circle. And many of them created their own businesses.

When I was ready with my first collection, ready to make a first step, I posted an ad on Facebook – I was new to Social Media and didn’t have any idea that posting an ad in someone else’s group is not appropriate. But the group was kind 🙂 and I got a reply from about 50 people. These people who ‘liked’ my post became my first clients. This was unexpected and very powerful! And the ball started rolling. All these people, who were then unknown to me are now my closest friends and followers of my brand.

MeV5.0: Who is your role model? Who was an inspiration for you in the time of change?

Natasha: My role model is my husband. He is a “Buddhist”, he teaches me not drive myself to the ground – “Let’s go for a walk or to the gym”, “Look, what a beautiful tree” …
Well, there is someone else who is my ‘true north’, whose thoughts are very similar to mine – Irina Khakamada. I just love her! When I read her books, I often find that I already discovered for myself the thoughts and ideas she is writing about – and that feels nice! 🙂 I like her because she is a person without a mask, honest, deep, “the Buddha”, a philosopher. She develops her business in harmony with her life. And I see some similarities in her approach with mine: rush slowly, 🙂 no racing, no comparison, no envy.

MeV5.0: So, tell us more about your business principles.

Natasha: My business is custom-made, not a mass production. Sometimes, I am asked: “How about analyzing the businesses of your competitors?”. No need for comparison! You have your own unique essence, which you manifest through your product and your business. I express my essence in my textile prints. And I hope I succeeded in presenting my brand as an intellectual brand.
Initially, we opened a shop, but the rent was too high. We had to close it, but it worked as an effective PR. Then, we moved to a showroom. We rented a small space, all client visits were by appointment…

When I start something new, I pay attention to my emotional state.
Every new decision is checked against my gut feeling. And experience comes from practice, from doing. You give up your “knowing” of how your business should look like and replace it with a working model, based on a real experience. You drop your pretense, and as a result you become stronger. You become a businesswoman, as well as a creator.
The way to move forward is to imagine your direction, but not too detailed. Then start moving, but in a flexible way, discovering your path. Don’t rush to cut a diamond. 🙂 I told myself: “ I am not in a hurry, I am having fun!” I have a business plan, but I love practicing spontaneous marketing: an occasion comes up – and I feel like exploring it, something interesting comes to mind – I will start sharing it with my audience. All very informal.

MeV5.0: Often this kind of change is happening at the same time as (or triggered by) the physiological changes. How was it for you? How did you deal with it? If still going, how do you manage that?

Natasha: Honestly – yes. Both internal and external. Sometimes, during the transition period, I felt like I was falling apart. I had to have a regular massage, did acupuncture. It’s a different work – my back and arms become numb when I sit bending for a long time. The body needs to adapt to new activities. Eyes need to be taken care of.

MeV5.0: What kind of question would you ask yourself now about the whole situation?

Natasha: What stops me from doing something important right now? More precise, what resources do I have to get it done right now?

MeV5.0: What would you do differently if you had to go through the whole experience again?

Natasha: I would try to be less worried and stressed. I had a clear case of imposter syndrome. Many people write about it, but I experienced it at first hand. 🙂 My children and husband would say: “Our mom is a designer”. And I was still beating my old corporate drum. I think, I was embarrassed and tried to hold on to my previous status. Obviously, it meant a lot to me… Maybe I should have worked on this, talked to someone who could help me realize that my dilettantism has its positive side. You accept that you don’t know everything. And it’s a good starting point for new learning and development.  There is one more major plus – your messages are fresh!”

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