Creative arts have been surrounding me all my life. My mum has always been supporting my creative nature and nourished my skills.
Q- How did you become involved in the wedding industry? What attracted you to it initially? What is it about weddings that keep you?
A- I can't say I ever dreamed of working in the wedding industry particularly. When I started doing make-up back in 2004 I worked in a photo studio and never really thought of bridal styling. In fact it was not even so wide spread in Russia to have a bridal stylist more than 10 years ago. I started working with brides only because I loved doing hair dresses. My mum has been a hairdresser and owned her salon and as a girl I would always help her after school. I learned from books by Patrick Cameroon, visited trade shows with my mum and when I was 12 y.o. declared I wanted to be a stylist! My parents decided I should get "a proper degree" as there were no universities or even colleges that would offer these courses. That's why I became a translator first. But creative arts have been surrounding me all my life. My mum has always been supporting my creative nature and nourished my skills.
But the nature took it back. And step by step whilst doing degree I was exploring in this creative field. It all started when my aunty decided to do a course in makeup and invited me as a model. And it all ended up with me becoming a make-up artist.
Q-You started designing headpieces after studying at a Glasgow Caledonian University. What attracted you to headwear? Have you got a favourite design from across your collections?
I have always admired British hat wearing tradition. There are not many countries in the world that still cherish this tradition with so much passion and pride. I have always loved head pieces and after moving to the UK was just amazed by variety of independent milliners and their work! I am a big fan of crafts and handmade things, sometimes I have to create props for shoots so I do love hand made. Whilst studying in Scotland I didn't get much chance to work as a make-up artist but my hands were hungry for work. I decided to try and exercise my fresh knowledge of fashion marketing in creating a headwear brand - with no formal training in this art. It was an interesting journey to not only start marketing your brand but actually being a designer behind it. In the beginning I was perceiving it more like a practical exercise after finishing my degree, however life gave me a great chance and I was booked by Joyce Young to do one of her look book shoots as a make-up artist and this is where I showed her my bridal head pieces seeking for her professional feedback. From that moment Joyce started stocking a small selection of my headpieces in her shops - this was the best feedback I could dream of. We still collaborate and I must say she is the biggest inspiration for me as a designer.
Also the fact that I make head pieces help my brides with making a choice of what they want to have in their hair - I can make pretty much anything based on their requests and match with the desirable hair.
There are some key designs that distinguish a designer from the crowd. I can't limit myself by only bridal head wear and accessories and now and then create more fashion edgy head pieces. However I would consider my multi flower bird cage one of my key designs and the current collection with quartz crystals is also something what reflects my versatile designer approach. Those brides who choose Beretk!Ah... and me as a stylist for their wedding also get a great cross deal by the way.
But I must say I have been extremely spoilt by really great clients in all those counties I have worked as those who choose me tend to be open-minded, beautiful and very interesting people! I love my job and I guess it spands across all of my occupations. There is nothing more exciting than making people beautiful, happy and being allowed to be a part of a new society cluster - a new family!
Q-How did organising WFEST come about? How does the most successful wedding event in Russia compare to any wedding events you've attended in Scotland? How would you describe it to someone's who's never been?
The ideas to shake Russian wedding industry was in my head for quite a while. I have always been in a very close contact with my fellow bridal stylists from Russia as I have taught them not only make-up and hair skills but also marketing since 2011 across all Russia and the Ukraine.
I was observing the development of this industry from outside and could see a gap in it - in particular in the sphere of off line events.
I was visiting different events both in Scotland and England as a vendor and visitor. And as a marketeer I could compare advantages and disadvantages of many of them. However there is no particular event that inspired me: I was thinking of a versatile and vibrant event where many things will be united. Exhibition, performance, learning side and art side.
After finding the dream team of forward thinking Moscow's professionals we pulled together our first festival in 2014 and luckily for us it was a successful event. With our WFEST (double you festival) we not only are trying to demonstrate a great jump of the Moscow's wedding industry but educate people. It has been an exciting project and it is flourishing and expanding.
I am more than happy to assist you with any inquiries.