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6 Questions for Leila Ismailova: Digital style and life after Artisant


Leila Ismailova left a profitable TV profession in Belarus behind for the US — and now she’s in crypto.

by Rudy Takala eight min August 29, 2023

Isamailova 6 Questions

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Leila Ismailova started her skilled profession on the age of 15 as a broadcasting star in Belarus, the Russian-neighboring Japanese European nation that performs residence to 9.Three million residents. She continued within the function for 10 years, she says, earlier than reaching what she felt was a “skilled ceiling” and starting a journey that led to Web3.

“I bear in mind ​my audacity as a toddler, simply sneaking into the buildings with ​newspapers and magazines — it was known as the Home of Press,” Ismailova recollects in an interview with Cointelegraph. “I might handwrite my tales and sneak into the constructing — as a result of I didn’t have a move — by making up tales that I used to be somebody’s granddaughter, or by simply getting into when another person entered. And I might discover the doorways that stated ‘editor’ or ‘editor-in-chief,’ and I might simply stroll in and provides them my articles. Folks smiled, and I’m positive they felt I used to be naive, however I felt in addition they had some respect for me doing this work.”

Her renegade information profession led to tv in a matter of years. She joined the nation’s First Nationwide ​Channel on the age of 15, the place she began on a present that lined information and tradition for youthful viewers.

“My first ​audition went horribly,” Ismailova says. “I turned purple. I used to be considering actually quick, however they nonetheless wished me to come back for the second spherical.”

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Ismailova moved to the US in 2016, setting off what she calls a “season of migration” for her household, together with her brother, Bahram, and sister, Esmira. Bahram is a serial tech entrepreneur whose innovations embody Peech App and Yope, amongst many others, whereas Esmira is an writer whose revealed works embody On the Shores of Bosphorus. (You received’t discover it in English but, so don’t spend an excessive amount of time scouring Amazon.)

Leila Ismailova with co-host Denis Kuryan in 2014.
Leila Ismailova internet hosting the Worldwide Music Competition Slavic Bazaar in Vitebsk, Belarus, 2014. Supply: Screenshot

Ismailova’s and her siblings’ success got here regardless of hardship. Their father died after they had been kids (Bahram was simply 1), combating for Azerbaijan within the nation’s warfare with Armenia over the Nagorno-Karabakh area.

“It occurred very abruptly,” Ismailova says. “After all, nobody deliberate for it, so we went very quick from being a well-off household residing within the capital of Baku to being a really scared household. We had been just about on our personal in a rustic that was going by way of the warfare with Armenia and, on high of that, separating from the Soviet Union. It was a really harsh time for everyone.”

Ismailova says that have impressed her to launch a charity throughout her broadcast profession that supplied mentoring for orphans, an exercise she wish to resume sooner or later.

“It appeared like these ladies, despite the fact that the federal government supplied quite simple fundamentals for them to begin life, didn’t have parental steering,” Ismailova recollects. “It appeared like quite a lot of orphan ladies had been insecure as a result of nobody informed them they had been lovely. Our purpose was to create that steering and to offer them a confidence increase. […] For me, it was essential to do, and I used to be so fortunate that I had an opportunity and a little bit of affect. Proper now, I miss it very a lot.”

Right now, she’s a Web3 veteran after spending three years at Artisant, a digital style model she co-founded — impressed, partially, by her profession in journalism. “As a toddler, I didn’t have entry to quite a lot of lovely attire,” Ismailova says. “However I all the time appreciated the elegant and delightful a part of style, and after I watched TV, I all the time noticed TV hosts and purple carpets. It all the time regarded gorgeous.”

Ismailova left Artisant in July to launch a brand new chapter of her profession as a guide for digital-savvy style manufacturers. “I’m kind of coming again to actuality,” Ismailova explains. “Artisant was a digital style model, however there was no bodily product.”

1. You moved from Belarus, the place you had been a TV journalist, to the US. What’s the story behind that?

I’m the one one from my household who moved, at first. I opened the “season of migration” for my household, as proper after I moved, my sister moved, after which my brother. He didn’t simply transfer — he ran away in August 2020, proper after the Belarusian presidential election, after they began searching individuals down. He needed to run. His two co-founders had been arrested.

Leila Ismailova with co-host Denis Kuryan in 2014.
Leila Ismailova with co-host Denis Kuryan in 2014. Supply: Screenshot

My private story is that I used to be a reasonably profitable TV host again residence, I began after I was 15. I wished to be a TV host as a result of I wished to put on lovely attire. I used to be very glad. It was my dream job! I began working early, and I feel I used to be very hungry for fulfillment. I acquired all of the nationwide awards I dreamed of at a really younger age, hosted all of the reveals I wished to, and reached the skilled ceiling again residence.

2. What acquired you into crypto?

Properly, my first cease in the US was California—this was earlier than I moved to Miami. I acquired into graduate faculty for a grasp’s program at USC Annenberg. I’ve all the time been a nerd, and college appeared like a protected setting to hook up with individuals. I began learning Kabbalah, and I began studying about entrepreneurship in the course of the first wave of crypto in 2017. Then I invested in my first crypto… and “misplaced” it. I purchased Litecoin at $250. However I began working in crypto solely in 2020.

3. What introduced you to Miami?

I felt very restricted in Los Angeles with the COVID-19 restrictions, and really remoted. I couldn’t even stroll my canine as a result of they closed the parks. So, I acquired into digital style. It acquired me very interested in how one thing that didn’t exist may make somebody really feel so good. That was after I met my Artisant co-founder, Regina [Turbina], in 2020. We had been speaking, and I began serving to with little issues. In 2021, I joined Artisant full-time.

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Issues had been flowing, so I stop my job and took a leap of religion — which introduced me to Miami. And since I joined crypto, by no means have I met so many shiny, outstanding individuals with open minds. Everybody has been very welcoming, despite the fact that I knew far much less to start with than I do know now. Folks had been keen to spend hours on the telephone with me, sharing information. I feel the welcoming setting inspired me to remain.

4. How do you see digital style evolving over the subsequent 5 years?

Wanting on the final bull run, I feel it was superior, but it surely’s over. Now we have this romantic notion that we’re all transferring to the metaverse, and our avatars will all want garments sometime. I wish to see expertise grow to be a device that makes individuals extra well-rounded, sustainable — healthful.

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Now we have this vicious circle within the Western world of shopping for items we don’t want. Manufacturers manipulate us into shopping for issues. Consequently, we have to produce extra items, and we’ve this vicious circle of overproduction and overconsumption. Now we have a state of affairs the place style, probably the most lovely enterprise on the planet, is chargeable for 10% of carbon emissions.

Now we have an enormous drawback at hand, and I see digital style and expertise as a potential answer. We’re transferring from the notion of constructing digital garments for the metaverse to how digital style could be helpful proper now. Take a look at Dior and their B33 sneaker assortment with NFC chips constructed into the only real. It’s a tremendous expertise that lets you hyperlink them to digital belongings. So it’s an excellent approach for manufacturers to unravel the issue of counterfeit merchandise. One other instance is LVHM, which is partnering with Epic Video games to create issues like digital becoming rooms, immersive style, dynamic 360-degree product shows and extra.

To me, we’ve reached some extent of no return. Even with the bear market and lots of Web3 tasks going into hibernation, we nonetheless see information about digital style each week. There received’t be a single style home that isn’t utilizing digital style in 5 years.

5. You lately left Artisant. The place are you going subsequent?

Leila Ismailova with co-host Denis Kuryan in 2014.
Leila Ismailova sporting a digital swimsuit designed by ARTISANT. Supply: David Dinetz

Seeing Artisant develop — not simply in numbers however in actual individuals who outlined Artisant as their group — meant the entire world to me. However I got here to some extent the place I gave every thing I may to the venture. Know-how has an enormous mission in reforming the world of style, and I wish to contribute. Whereas I’m nonetheless pondering my subsequent massive skilled journey, I do know it will likely be enjoyable and can serve humanity.

6. What’s your life like exterior of crypto?

I like having a balanced life. I’ve a canine named Rocco. I play chess. To me, chess is a vital sport that helps me quite a bit in enterprise and in analyzing conditions by sharpening my analytical abilities.

I additionally like sports activities. It’s essential, for me, to maintain transferring. Yoga has been a part of my life for fairly a while. Since I reside in Miami, I do issues like paddleboarding and kite browsing. And I take dance courses. That was certainly one of my first goals, really —to grow to be a dancer.


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Rudy Takala

Rudy Takala

Rudy Takala is the opinion editor at Cointelegraph. He previously labored as an editor or reporter in newsrooms that embody Fox Information, The Hill and the Washington Examiner. He holds a grasp’s diploma in political communication from American College in Washington, DC.

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