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Meet Tati Brailova Of POCHÉ

To say that Tati Brailova went through the wringer while launching and scaling demi-fine jewelry brand POCHÉ with Co-founder Nadya Syomik would be an understatement. From COVID complications to fleeing war-torn Ukraine, she had to pivot more than most entrepreneurs—but kept her goals and values in mind to not only stay afloat, but grow and learn in the process. Learn more about her story, brand, and self-care tips below.

What makes POCHÉ appealing to people of all genders, cultures, and backgrounds?

We support all people in being themselves – whatever that looks like, whoever they are. POCHE is a judgement-free, diversity-forward, inclusive brand that is open to all. You do you, we are just along for the ride. I think people feel that.

What does POCHÉ do to stay vegan and sustainable, and why are these aspects so important to your brand identity?

POCHE believes jewellery should make a statement about your values. We want our products to have an impact on vibes, not our environment. That is why we are improving our sustainability across production, packaging and the pieces themselves. We are committed to being fully transparent in the interim.

Our packaging uses cardboard boxes that are recyclable, and we are transitioning towards FSC-certified paper to eliminate the deforestation of ancient and endangered forests as well as integrate more recycled content.

We are a vegan company, with our jewellery pouches made from a cruelty-free alternative to animal leather. This does not contribute to the 14.5% of greenhouse gas emissions associated with animal agriculture, as estimated by the FAO. We are exploring natural alternatives to our pouches to avoid using virgin plastics.

What was the biggest challenge getting your brand off the ground?

Well I think this is what we are going through now. As a brand we are on the journey to establish stronger brand identity and connect with an audience in meaningful ways in Europe, UK and US. It’s not easy to be an independent company without having huge capital and trying to grow in the most competitive cities in the world where modern consumers have access to an unprecedented amount of choices.

How did you pivot strategies once COVID hit, followed by the war in Ukraine?

We launched our brand almost at the beginning of Covid, things were pretty tricky, but we were so obsessed with what we were creating that even Covid wasn’t able to stop us. In fact we learned along the way.

Russian invasion in Ukraine was much more difficult as we had to run from bombing in Kyiv, leave everything we built, relocate to new places and start over not only our business but our lives from scratch.

Frankly speaking we were oriented towards Europe and the US from the beginning of our business, but doing it at your pace from a safe hometown and being thrown into a new reality feels very different. Despite the horrible obstacles and challenges that we are facing and embracing we feel very grateful to have an opportunity to grow the brand in a conscious and responsible environment.

To what do you credit POCHÉ’s successes in such a short amount of time?

I believe that our mutual devotion, clear vision, strong background, sensitive intuition, quick learning, deep inspiration by what we create and strong belief in our brand. We are driven, ambitious people inspired by creativity. We speak with purpose and passion about the things we feel strongly about, whether it be our designs, craftsmanship, community or sustainability.

What is your best piece of advice for budding female entrepreneurs who are nervous to take a big leap, or are facing major obstacles in their work?

I think one of the most important things is to be honest with yourself about what do you really enjoy doing or creating. To be driven to keep learning, to meet people and you should own your decision and own who you are but without apology. Being a leader takes a lot of strength and courage, things you choose to do have to be something extremely valuable and important to you.

What are your skincare and self-care non-negotiables?

Sleep is one thing I can’t deprive myself of. I need to sleep a certain amount of hours and walk a lot in the fresh air, even though I live in London and it rains a lot, I would still go for a walk as part of my mental self-care.

Doctor’s Scrub from Goldfaden MD became my absolute must exfoliator, I just love the feeling of fresh and radiant skin.

I use for ages P50 Lotion from Biologique Recherge, it includes a high concentration of acids, the chemical exfoliation works to regenerate and maintain skin pH.

I’m also absolutely in love with Lip Therapy from Goldfaden MD. It instantly hydrates and plump lips!

Skincare routine really helps me to reduce stress and feel more connected to myself.

POCHE STORY

POCHE was founded in Ukraine in 2019 by Tati Brailova and Nadya Syomik. Much like the confident pieces they create, they celebrate their story’s unconventionality — two friends turned forever soulmates from opposite professional backgrounds, who launched a luxury jewellery line months before a global pandemic. Then a war.

It wasn’t easy. It wasn’t supposed to work. But it did.

Tati studied luxury fashion branding in London, going on to work at industry leaders like VAARA sportswear brand, Roja Dove and David Morris Jewelry, while Nadya managed global teams in the worlds of business and data science. While successful in their ambitions, both knew they wanted to live their lives on their own terms. This passion and energy ignited a creative spark around their shared love for jewellery.

Tired of the millennial minimalism that has homogenised mainstream style, Tati and Nadya became obsessed with the powerful ways a small piece of metal can have a massive impact on a person’s mood. Realising their opposite skill sets in branding and business were actually complementary, they used the resources available and took action. POCHE was born.

By embracing their differences instead of apologising for them, Tati and Nadya have realised a brand that speaks to a global community of creators, change-makers and fellow action-takers who define themselves by their differences. And want to make a difference in this world. 

That is why POCHE is an entirely vegan brand, with sustainable and circular ambitions. Jewellery should impact style, not the planet. 

POCHE pieces are designed to provoke thought and attract attention. Each mindfully enhances the style, personality and vibe of their wearers through playful combinations of colour and shape. Never subtle, always with a strong point of view. Just like their wearers, they are not for everybody — and that is what makes them exceptional.

Today the POCHE community is growing, from Dua Lipa to Joey King & Jasmine Savoy Brown. Some live in the east, others in the west; many are women, others are men. All are driven. They are the visionaries, artists, thinkers, innovators and boundary-breakers who are not just part of the conversation, but are starting it. 

Join them. Join us. Be POCHE.

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Ejiro Owusu of London’s Ejiro Studio Talks Skincare, Sustainability, and Slowing Down

While it’s always a pleasure to get like-minded beauty and wellness brands on our radar, it’s *that* much better when Goldfaden MD has the opportunity to join forces with them. With that said, we couldn’t be more pleased to announce the exclusive Goldfaden Radiance Facial at Ejiro Studio in London. Below, you’ll get to know more about this premiere beauty and wellness destination and its founder, the lovely Ejiro Owusu. See what inspired her to start her business, how she prioritizes sustainability both at home and at work, and why she was driven to collaborate with Goldfaden MD. Plus: the Goldfaden MD products she’s currently obsessed with.

What did you do before creating Ejiro Studio and what inspired you to create this beauty destination?

I am from a science background academically and entrepreneurship. Just before venturing into beauty, I was working in pharmaceutical sales, I was giving myself time to develop a new business idea. It was then that I fell in love with the beauty industry, with sugaring opening the doors for me.  I wanted to create a space that was gender neutral in design, spa-like in terms of atmosphere and like hanging with friends in terms of interaction between therapists and clients. 

Sugaring is at the core of Ejiro Studio. Why do you hold this treatment in such high regard and how is it more beneficial for the skin compared to other hair removal methods?

We have all had or heard a horrendous waxing story however you rarely hear this with sugaring. Sugaring as a method of hair removal is gentle in comparison, it works for all hair types and those with sensitive skin as the paste only adheres to hair and dead skin cells. It is why your skin can feel so smooth afterward without the soreness seen with waxing. It is an ancient technique with origins that can be traced to North Africa and the Middle East, this is what fascinates me.  Many of my clients have had grandmothers, mothers and aunties performing this treatment on them. I think that’s amazing.

What sets Ejiro Studio apart from other beauty clinics and spas in East London?

We are a premium beauty destination that values natural solutions and quality time.  Clients come to get treatment and de-stress from their day-to-day life therefore, it is important that each client is given sufficient time not just for the treatment but to talk about their day, to run a bit late and not feel rushed when they arrive.  We also aim to provide a variety of beauty treatments for everyone whilst doing our bit to look after the planet. 

Why is sustainability so integral to your brand’s DNA and offerings?

Sustainability is important as to me it is about doing whatever you can to look after our planet. We all put pressure on ourselves to be completely sustainable but making one change can make a big difference even if you think it does not. 

What are your favorite sustainable living practices/habits that may inspire others to follow suit?

I am a mother with a one-year-old and I have been using reusable nappies since birth. It was really important for me to have my partner and family onboard with this as I felt disposable nappies were unnecessary waste. The environmental cost of single-use products like nappies is the biggest issue when well-looked-after reusable nappies can be used for more than one child or even passed on to another family. It may sound daunting but cutting your disposable nappies usage to only daytime will make a difference. If we all make small changes it can add up to a greater impact.

I also love going to the charity shop, swap shops and renting clothing. My wardrobe is quite minimal. Believe it or not, I do not purchase new clothing very often and when I do it has to be something I can still use 5 years down the line or pass on to someone else.

What made you want to collaborate with Goldfaden MD for Ejiro’s exclusive Goldfaden Glow Facial? 

Meeting Lauren and Lisa at the founders event they arranged I was captivated by how much passion they had when speaking about their business. This instantly caught my attention, a family-run business with products everyone was raving about, I was excited to try it. What sealed my decision was when I started using the products, the results were amazing. My skin was glowing and super hydrated – even my husband commented and if he notices a difference in my skin then it is definitely a plus for me. My clients have always been early adopters and I knew adding the Goldfaden facial to the treatment menu would be warmly welcomed. 

What is your holy grail Goldfaden MD product and why do you love it?

Okay perfect, easy peasy. Can I choose more than one?  The Radiance Repair Serum oh my goodness!  My skin was as dry as sandpaper but this product boosted my skin barrier, it left my skin feeling firm and radiant.  Lip Therapy now I use this first thing in the morning to prep my lips before doing my makeup and applying my lipstick and then I use it again at night. Absolutely love this product. It works wonders but my lips remain soft and it really does feel like my lips are going through their own overnight treatment whilst I sleep. Lastly and by no means my least favourite.  The Doctors Scrub – now my skin needed exfoliation and I think this is where this product combined with the Radiance Repair Serum worked well together. The scrub prepped my skin by removing the dead skin cells and any unevenness, creating a great foundation for the serum to be applied to the skin. 

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How To Receive Radiant Skin with Sacha Strebe

Name: Sacha Strebe

Location: Los Angeles 

Age: 41

Tell us a little about yourself…
I moved here from Australia seven years ago and fell in love with the LA lifestyle. After a few years working in digital media—I held the position of Editorial Director for MyDomaine and then Create & Cultivate—I went out on my own as an editorial consultant helping content creators and media brands with their digital strategy, growth goals, and more. I accomplished so much during that time and felt incredibly fulfilled, but creatively I really felt the pull to return to the design world so I recently accepted the Editorial Director role at EyeSwoon, working closely with interior designer, Athena Calderone. 

While digital media keeps me creatively fulfilled, my other passion is skincare. I have always loved the innovation, technology, and ingredient advancements of the beauty industry, and testing them out on my own skin to achieve that healthy radiance we all crave. After many requests from friends to share my own skincare routine and treatments, I finally launched an Instagram account called @skinlexicon where I could share everything from the products to the lasers, injectables, PDO threads, and at-home tools I love. The response so far has been phenomenal and I love how close the skincare community is, too—it’s always positive, open, and fun! 

What are your skincare goals? 

For me, it’s always been healthy, even, glowy skin which equals hydration! I am 41 so my skin is going through a new iteration. It’s thirstier than it was in my 20s so I definitely find I need hydrating serums, thicker moisturizers, and an occlusive to seal it all in. 

Do you have any specific skincare concerns? 

I developed melasma after having our son 13 years ago so after treating it with three sessions of IPL at the time (I know they don’t recommend that now), my routine has been all about maintenance and prevention ever since, which equates to brightening products, lasers, microdermabrasion with PRP, and a lot of sunscreen! I am also a big fan of exfoliation, which I know has gotten a bad rap in recent years for damaging the skin barrier, but at my age, it’s key to ensuring a steady cell turnover (which, let’s be real, has significantly slowed down). I love chemical exfoliators like peels (I do a chemical peel at least 1-2 times a month) and physical exfoliators at least 2-3 times a week.

First thoughts when incorporating Radiance Repair and Doctor’s Scrub into your routine:

1st week… As a fan of exfoliation, I couldn’t wait to try the Doctor’s Scrub, especially considering almost all of my friends recommended it to me. The difference in my skin was immediate—we’re talking baby smooth, soft, and with that healthy glow from stimulating the blood flow. I also love how receptive my skin is to the serums afterward—it heightens absorption and ultimately, the efficacy. Radiance Repair is almost like a moisturizer/serum hybrid. The texture is incredibly smooth and my skin has a beautiful, glowy sheen afterward. 

2nd week… There is a visible difference in the texture of my skin—smooth, even, and clear. Since the Doctor’s Scrub is so fine, it doesn’t damage the skin or irritate—it really does feel like I’ve just stepped out of a professional microdermabrasion treatment. I have also noticed a reduction in pore size or the appearance of pore size since the scrub helps to clear away dirt and debris thus minimize blackheads in the process. I love the Radiance Repair so much—often I’ll come back into the bathroom during the day if my skin is feeling dry (especially during these colder months) and reapply it because it just feels and looks so good when I do.

Is clean beauty something that you feel passionate about?
I think the term “clean beauty” has caused a lot of confusion with consumers around what it is and what it means for something to be considered “clean.” I don’t think anyone wants to put skincare on their face that could be carcinogenic but I also think there’s a lot of fearmongering around certain ingredients that hasn’t been helpful. It’s important to do your own research and find skincare that works for your concerns and goals. I follow a lot of cosmetic scientists like Michelle Wong from Lab Muffin and Jen from The Eco Well who help to explain a lot of ingredient myths and debunk misinformation.

What else do you feel passionate about?

I love my fashion especially my Aussie designers—Dion Lee and Christopher Esber! I am also obsessed with our French bulldog, Cosmo. And I’m passionate about getting out in nature—I learned how to ski this year and just started mountain biking with my husband and son.

Best advice you’ve ever received in regards to caring for your skin?

Good skin takes time. Consistency is key. And get regular facials by a licensed esthetician to do professional extractions and facial massage. They can also help to get you on a skincare routine that’s suited to your skin and goals—so important. Also, see a dermatologist for annual skin cancer checks! 

How do you stay focused and motivated throughout the day?

I truly love what I do so it’s never hard for me to stay focused and motivated. I love creating, collaborating, and challenging myself to innovate, step up, and push myself to be better every day. But matcha helps too! Lol.

What are some of your favorite foods that keep your skin healthy?

I’m a vegetarian so I eat lots of plant-based meals with healthy fats like avocado and olive oil, plus there is always a ton of leafy greens and seasonal veggies in my meals. We also cook a lot at home so we know what’s going into our meals. I love to do a big grocery shop on the weekend and meal prep for the week ahead. I stopped taking a lot of vitamins and focused on supplementing through diet. I also follow Glucose Goddess because I think glucose is one of the most underrated elements of good health—her hacks to flatten glucose curves have been such a gamechanger for me!

Fill in the blank:  ________ is/are underrated.

Poetry. I always seek it out in times of need whether that be for creative inspiration, motivation, or just when I need to feel uplifted. I just bought a book of Pablo Neruda but I also love Mary Oliver. 

I also think rest is underrated. This year I have allowed myself to resist the urge on the weekend to “do” and instead just to “be” and not feel guilty if I haven’t accomplished anything or fulfilled a to-do list. Rest is just as if not more productive. We need it. 

 

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