Every person is the creator of their own destiny. This fundamental truth has become the life motto for our heroine, Tamara Rutskaya—a successful journalist, founder and chief editor of the popular online publication "Designers From Russia" focused on fashion, design, and beauty, a professional interviewer, PR strategist, and co-owner of the PR & SMM agency "Smart Brand." Understanding that the modern world requires talented individuals who can wear multiple hats, she confidently balances her various projects, striving for success in each of them. We sat down with Tamara to learn about her dedication to everything she's involved in, where she draws her inspiration, and how challenging it is to run a business in the USA.
Tamara Rutskaya, PR Strategist, Creative Journalist, Business Owner
Tamara, could you tell us how your passion for the fashion industry, journalism, and PR began?
The enchanting world of fashion and colorful glossy magazines always caught my attention—whether I was in school, a law school student, or working at an arbitration court and a law firm. In 2007, I made a significant change in my life, leaving behind the field of law and joining an advertising company, where I acquired skills in organizing various events and started my career in PR. A trip to the USA, where I studied English and explored how American society perceives advertising, was a turning point for me and solidified my commitment to this profession.
Upon returning home, everything began to fall into place like a puzzle, forming a coherent picture. The fashion world took over me entirely: constant fashion shows and photoshoots, shooting for lookbooks and advertisements, captivating projects, and interesting contracts. Simultaneously, I familiarized myself with brands, attended shows by Russian designers, read professional fashion reviews, and received training at one of Moscow's most prestigious schools for radio and TV presenters. I started writing articles for fashion magazines, creating mini-reports, and conducting interviews with well-known figures in the fashion industry.
You are the founder and chief editor of the popular fashion publication "Designers From Russia." How did the idea of creating your own fashion magazine come about?
Studying the fashion industry from within and observing designers opened my eyes to many pressing issues. I came to understand that there was no unified database of designers and other professionals in the fashion segment of the market in the country – including photographers, stylists, and makeup artists. What struck me the most were two things: how fragmented the domestic fashion industry was and how many talented individuals were creating interesting and beautiful collections that were relatively unknown to most. This led me to create the DFR project in 2016, with the goal of popularizing the Russian fashion business and the creative potential of domestic fashion designers.
How would you describe the magazine today?
"Designers From Russia" has always been and remains a guide to the world of style. The editorial team consists of true professionals who are on the same wavelength. For us, fashion is not just clothing, footwear, and accessories. It's also about relationships, interior design, and the lifestyle of our readers. The magazine constantly features fresh collection reviews, expert materials from firsthand sources, and captivating interviews with both established and emerging designers. Exclusive sections, which our readers have come to love, have long become the hallmark of the fashion publication. After all, its mission is not only to help designers reach new heights and occupy their rightful place in the niche but also to draw the attention of a diverse readership to the importance of clothing and interior design in relation to a sense of style, good taste, and both spiritual and physical well-being.
You are the author of a unique course and an equally unique book on creative journalism. Please tell me more about them.
After graduating from the Faculty of Journalism at Moscow State University in 2017, I licensed a magazine and launched an internship program for aspiring fashion journalists. As I gained experience in training interns, the format of internships expanded. This eventually led to the creation of my own course, which later became the foundation for my book "Creative Journalism in the Fashion Industry."
The online course is designed for novice authors and beginner journalists who want to master the art of writing engaging, well-crafted, and captivating content and grow into highly sought-after professionals in the fashion field. Its uniqueness lies in the fact that every participant has the opportunity to receive feedback from the editorial team of DFR magazine, who act as mentors and assistants in completing practical assignments. The course is available in both Russian and English.
The book significantly expands on the content covered in the online course and is presented as a step-by-step practical guide based on the extensive experience of a whole team of fashion publication professionals. It's not a textbook but more of a roadmap for fashion journalism, covering essential aspects and nuances of the craft. I've tried to explain in an accessible way how to enter the profession, how to progress and excel to become a true fashion journalist.
In addition to the fashion magazine, you are actively promoting another business – the PR & SMM agency Smart Brand. What does the company do, and who is your business aimed at? How do you envision the agency's future?
Smart Brand helps clients create an image and reputation for their business, promote it in the market, and take it to new levels of development. We work with anyone who seeks our assistance. Among our clients are small companies, startups, and large corporations in need of rebranding or reputation restoration. Since information promotion and branding involve a comprehensive set of activities, the agency is interested in expanding its team. Providing quality services is essential for us, as satisfied clients strengthen our position in the market, leading to the constant growth of our client base.
My strategic goal is to implement changes and achieve a global level of agency development. In the future, Smart Brand will be a major PR & SMM company with a wide range of opportunities and tools to support businesses.
Who is the source of your inspiration?
My team, friends. My clients and their successes. And, of course, my mother. She's a unique person, a commander in a skirt – strict but fair.
Is it difficult to do business in the USA?
America is a land of immense opportunities, especially for entrepreneurship. There are all the conditions here for successful business operations. In my opinion, this is facilitated by developed infrastructure, mentality and attitude towards business, a robust market, a transparent legal system, and many other factors. Starting a startup is not difficult, maintaining a brand and becoming successful is harder. But it's entirely achievable when you're doing what you love, and there are clear rules in the business environment. I have a goal, and I'm working towards it. My business in the USA is my future!
