While building Kurica Creative Inc., staying rooted close to home has been essential to me. I truly believe that individualism and our push toward modernity need the grounding wisdom of the old world. Kazakhstan embodies this balance beautifully: people here honor age-old traditions while embracing forward-looking societal and institutional shifts.
Business here is still guided by genuine craftsmanship, largely free from the exhausting pressure of endless comparison bred by hyper-competitive global markets. I wanted to channel my business background to introduce modern, innovative practices to local artisans who are genuinely eager for fresh perspectives. It has also been an intentional journey in ethical production—learning to source locally while ensuring everyone involved earns fair, livable wages, rather than treating regional manufacturing as merely a discount.
In this street-style shoot, my goal wasn't just to feature the cape and mini bag I designed, but to celebrate the old Sunday market in Kokshetau. It is one of the few shared spaces left where the entire town gathers. Every week, you stand in line and share honest conversations with people from every walk of life. From a purely marketing standpoint, it might not look optimal, but from a human and cultural perspective, it is the beating heart of our community—and a tradition profoundly worth keeping alive.
