Irina, Sirinbird turns five this year. Such a start to be envied - special limited edition collection for the Historical Museum, the museum "Faberge" and even for " WWF " - "Legends of Cupid." How did it all start?
My friends who live in France once brought me a gift. I decided to make a reciprocal gesture and surfed the Internet for several days for beautiful scarves with a Russian theme. So that about a mysterious country and its culture - and with integration into a modern fashionable wardrobe. I didn't want to take the usual "souvenir". However, I have not found anything that I really like.
I am an artist-painter, and at that time I worked as a graphic designer, specialized in brand design. The need to paint came true at night and on weekends - it was my hobby. Thus, the first Sirinbird collection appeared: "1st Cosmonaut", "Serpent Gorynych", "Slavyansky", "Kandinsky". While drawing, I thought about the concept, came up with a name. Sirin is a mythical character of Slavic legends, a woman-bird. I drew the logo the night before the boxes were sent to print.
The first stage for me was like jumping into the abyss without insurance.
If I'm not mistaken, did the first batch of accessories pay off in just a week?
And so it was. I felt the demand, the demand that people have accumulated. On Facebook, they started writing compliments to me, asking about plans. But then it was necessary to come up with a strategy - how to make the business effective. I was worried that, not having enough financial support, I might lose time. There is such a concept in business as "the first time" - and it must be used as efficiently as possible - this is the interval between your start and the start of your competitors.
That is, it was scary, having started first, in the end to be in the tail - without the possibility of rapid growth?
Of course, with good start-up capital, you scale much faster. Starting practically from scratch, I realized that I could lose. But it became much calmer when the understanding came that I did not want to build a huge soulless machine for making money. If Sirinbird ceases to be, first of all, an art project, it won't be so interesting for me. Design is primary. Therefore, if we talk about ambition, mine is to create something unique. And, probably, the fact that people who collect headscarves of world brands are beginning to be interested in Sirinbird means that I am on the right track. I am infinitely grateful to everyone who chooses and loves Sirin. Without them, nothing would have happened.
As you know, rarely when everything goes smoothly at the beginning of the journey - even with those who have serious support in the market. What was the most difficult for you?
The first stage for me was like jumping into the abyss without insurance. I am stubborn, rarely when I listen to other people's advice. But, perhaps because of this, "Sirin" exists. Not having time to finish printing the second edition, a small experimental production was suddenly closed - the only one that then satisfied me with the quality of printing. They were able to print the first print run so that both I and the buyers believed in the possibility of such a business. It took six months to find production, in the end I decided that things should be sewn in the West. Now we have an absolutely wonderful partner. It is an Italian manufactory that works with global brands such as Furl and Michael Kors. Of course, when the crisis began, it was a new test. Currency rates collapsed, collecting problems like a snowball. And then Zen came again. One friend told me:“There will always be something going on. Your task as a leader is to solve problems with a calm heart and promptly. " And I learned to decide calmly, to lay resources for force majeure, realizing that not everything depends only on me.
There are months of high activity, when the turnover can reach several million - then the events of the days are crazy, worn out.
Combining all in one art and control is quite difficult - how do you deal with it?
There is a well-known expression: "Do what you love, and you won't have to work a day." I can work 24/7, but I absolutely don't feel it. Of course, balance is important in everything, so I am learning to delegate, to trust more tasks to other people. One very respected person once told me: "You need to talk to people, negotiate and listen." I think this is the best advice on how to run a business. The worst piece of advice I've ever heard is "nothing personal, just business, even if you drank coffee together in the morning." I feel uncomfortable working with those who do business on this principle. If I feel that I am being “pushed” in a professional manner, I try to fight back. Even if in the end we come to an agreement with these people, it will most likely be the last time. I don't like it when “squeezing out to the maximum” turns into professional acumen and pride.
What “stories” are in special demand among your clients today?
Very different, but I noticed that a fairy tale is expected from Sirinbird to a greater extent. People miss her so much in everyday life. Of course, they are waiting for learning something new about their country or meeting with a loved one. And also - iconic themes that can be presented to a foreigner without explaining for a long time what it means.
Sometimes our evenings with my husband look like this: “Oh, you work! "I'll work then too." Harmony and perfection. Then we can go to the SPA together to recover.
But you still manage to rest, how do you switch?
There are calm months, you can relax a little for a while, go on vacation, draw more, prepare for the new season. There are months of high activity, when the turnover can reach several million - then the events of the days are crazy, worn out. The main rule is to prepare in advance. These peaks are the key to future print runs and project scaling. Family support is definitely one of the main ingredients for success. My husband likes to say: "Those who are lucky are lucky." And it is true. He has his own famous LINII design studio. And sometimes our evenings look like: “Oh, you work! "I'll work then too." Harmony and perfection. Then we can go to the spa together to recover.
Summing up the first five years of the brand, what achievement are you particularly proud of? And how do you see Sirinbird, say, 10 years from now?
About achievements: I think that the Ulchi scarf is the best thing I have done. Although, objectively, this is, of course, cooperation with large museums and WWF. It is also very important for me that our headscarves were presented at the economic forum in Davos, that they are worn by fashionable young girls and first-echelon magazines are also given to Sirinbird by their foreign partners. Well, the plans are the most ambitious. I hope Sirinbird will be a modern fashion brand with a strong conceptual component, loved both in Russia and abroad.
And that's all about her:
Irina Batkova, founder and designer of Sirinbird
Age: 36
Family: husband
Education: Samara Art School, specialty artist-painter
Career: graphic designer, brand designer
Sports: equestrian sports
Perfume: Xerjoff Ibitira
Favorite cities: Moscow, St. Petersburg (in summer), Suzdal, Barcelona, Porto, Tangier, Rome, Carrara
Photo: archives of press services
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