The Value of Aspirations
Every individual is like a precious gem, with their facets representing the brilliance of bold ambitions and expansive growth. Embracing the philosophy of transforming adversities into aspirations is much like the artful cutting of a gemstone. Each trial and setback are a process through which, under pressure, a profound radiance is born. Lisa Kudriavtceva, the founder of Lindeza Jewelry, shares her inspiration on the journey of creating jewellery and building a business.
When I was in the 10th grade and 17 years old, I had a dream — to go abroad for an internship or programme that would cover all expenses. For six months, I checked groups with internship announcements daily, but all the opportunities were only for those who were already 18. One day, I came across an announcement for a Youth Summit on Sustainable Development in Berlin for participants aged 15 and above. In 2013, I knew absolutely nothing about sustainable development. Unfortunately, the deadline for applications had already passed. But from somewhere, a confidence was born that this was precisely my opportunity. I wrote to all the organisers I could find, requesting an extension of the deadline. They agreed.
I presented two projects: one on sustainable development related to alternative energy, and another on creating a camp for children with projects that could change our future. I waited a month for a response. One day, I accidentally noticed in a Facebook group that other participants had already received their results, and at first, I was upset: “How come? Does this mean I didn’t get through?” But the confidence that I should go there didn’t disappear. It was impossible to believe that I hadn’t been selected. I wrote to the organisers again and received a reply: I had been chosen from thousands of applicants to participate in the Summit in Berlin to represent my country. That moment was one of the happiest in my life and showed me that if you want something strongly and act actively, it will become a reality.
My business idea was born out of a desire for self-expression and a love for art and natural stones. During my university years, it was difficult to find jewellery that I really liked: they were either of low quality or too expensive for a student. The only jewellery that always attracted me was made of precious stones, but their style often seemed outdated. Initially, the desire arose to create modern jewellery from precious stones just for myself to solve this problem. However, it soon became clear that many people were also looking for quality jewellery made from natural stones with a contemporary design, and a way to meet this demand was found.
I am a person of quick decisions; some may measure seven times and cut once, but for me, everything happens the other way around. Moving the business from Austria to Dubai in just a couple of weeks, I began using a European approach to promotion. However, it quickly became clear that something needed to change and adapt to the new environment. I started attending business consultations on working in the Arab region and delving into the specifics of the local mentality. After all, when moving to a new country with different rules, it is important to start by studying the market and clients from scratch, which is exactly what was done.
The business in Dubai commenced through rapid tests and a method of trial and error. My chief qualities — discipline, willpower, and determination — proved invaluable in this endeavour. The year 2023 was dedicated to adapting the business in Dubai and establishing all processes from scratch.
The drawbacks are perhaps better described as challenges, which are entirely understandable. I underwent a prolonged period of adaptation, as business culture in the UAE differs significantly from that in Austria. It was particularly difficult because we were going against the grain. Our initial marketing strategy led to misunderstandings with the Arab audience, resulting in numerous negative reviews and misapprehensions. We had to delve deeper into the Quran to easily cite examples from it and demonstrate that our views did not contradict local customs. This was a complex process, but over time, we succeeded in conveying our vision to the Arab audience.
Opening another logistics centre in Europe was a revelation for me. After relocating the business to Dubai, I quickly realised that I had underestimated the complexities of customs regulations. Consequently, I concluded that it was necessary to establish two companies with two points of dispatch to facilitate the delivery process for both myself and my clients.
The advantages of working in Dubai are obvious, with all the necessary conditions for e-commerce: fast and accessible logistics, instant service, which significantly saves time. And of course, security, as there is no need to worry about goods, even in large quantities.
Building a business under such conditions is very comfortable, and consistency and hard work yield their rewards. One of our significant achievements was being invited to present our jewellery in a collaborative venture with a boutique in Riyadh, Saudi Arabia. Being recognised in the local market is a sure sign that we are moving in the right direction.
To be a successful entrepreneur, in my view, means loving your work and having a clear vision of the future. It entails feeling fully responsible not only for business processes, both external and internal, but also for your own mindset. It requires being disciplined, resilient to stress, persistent, ready to face failures and risks. It involves making quick decisions, embracing new experiments with enthusiasm, and adapting to changes. It means selecting strong team members, unlocking their potential, and maintaining a focus on tasks that ensure growth and high quality of products and all processes at every stage of customer interaction. I define the success of my entrepreneurial activity through the expansion and growth of the business, increased financial indicators, and the number of happy loyal customers who return time and again.
For budding entrepreneurs, I would advise thoroughly studying local laws and becoming acquainted with the cultures and religions of Arab, Indian, and Pakistani communities. Understanding their way of life and the principles they follow when choosing goods and services will help you better comprehend your future clients and partners.
And of course, one should never underestimate what can be termed as the source of strength and a resourceful state. Throughout various stages of my life, inspiration has come from different people and has constantly evolved. During my school years, my elder brother was the source of inspiration; during my university days, successful and renowned personalities were the source. Recently, I draw strength from those close to me: friends, my husband, and acquaintances who create large-scale projects with passion and share my life values. With the support of my close circle, my brand has developed organically, without external investments, which has allowed me to build the company gradually and confidently, step by step. I always turn to my husband for help and advice. He is also an entrepreneur, albeit in a different field — IT — but he often faces similar business challenges.
Motivation comes from the opportunity to see ideas and designs realised in reality: to observe how images born in my imagination transform into items that bring joy to people and become part of significant moments in their lives. Natural stones, like people, have their unique features and imperfections, and it is precisely in this that their true beauty lies. The philosophy of accepting one's flaws as distinctive traits allows one to see their true value. Our jewellery has already won the hearts of customers not only in Austria and the UAE but also in many other countries. In 2024, orders were dispatched to 96 countries worldwide. This inspires me to create new collections, hoping one day to see our jewellery on random passers-by in various corners of the globe.
One of our most significant achievements, I believe, is our international community. In total, we have more than 1.5 million followers on social media, where we share information about natural stones and our jewellery. Followers actively engage, leaving reviews and comments. It is an incredible feeling to have so many like-minded individuals supporting us at every step.
For me, 2024 and 2025 are years for executing bold plans and scaling up. The prospects for the company's development include entering new foreign markets and bringing our product closer to people so they can experience our jewellery in person. To achieve this, we will seek more opportunities to present the brand in offline settings.
I plan to continue on my path with the motto — "Turn your troubles into dreams." This means perceiving failures and challenging life moments as unique and valuable experiences, seeing positive lessons in them, and not losing sight of my own guiding principles, based on which I can move forward with even greater confidence.
