Coworking with Kristina Rudzinskaya

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Kristina Rudzinskaya is founder and CEO of posture apparel brand Etalon.

How would you describe your job to someone who doesn’t work in retail? As the founder of Etalon, my role is multifaceted. I design the products and write all the product documentation, including marketing materials. I handle our intellectual property, including patents and trademarks, as well as other legal aspects of the business. I co-create our marketing strategy, manage manufacturing, oversee operations and customer support, ensure we have the necessary resources, and manage the team to ensure we deliver the best work possible.

One thing we can’t guess about your job from your LinkedIn profile? I am a deeply spiritual person, which is not something I share publicly on social media. I rely heavily on my intuition, even when it contradicts expert opinions. Staying true to myself and maintaining a strong connection to my inner values is crucial as I run my company.

What’s your favorite project you’ve worked on? I am the kind of person who loves to create something out of nothing. I call it “solve blank canvas” problems, which is frequently the case during the entrepreneurship journey. That’s why I absolutely love new product launches. The process of designing a product, crafting its messaging, and seeing it come to life is incredibly fulfilling. It’s exciting to bring something new and meaningful to our customers.

Which emerging retail trend are you most excited about right now, and why? I’m most excited about the integration of blockchain for transparency, traceability, and authenticity of products. This technology has the potential to create a more sustainable and ethically conscious world by ensuring that every step of a product’s journey is accountable and transparent.

What’s your go-to coffee order? I usually go for an oat milk latte or a cortado. Since I limited my caffeine intake in 2024 due to pregnancy, I really miss that caffeine kick.

Worst piece of advice you’ve received? “Keep pushing.” This advice led me to push hard without direction, resulting in a disconnect from my true self and values, deep unhappiness, burnout, and an existential crisis. Instead of just pushing, it’s important to step back, reassess, and ensure you’re moving in the right direction. Work with reality, not against it, to avoid fatigue and frustration.

What was your favorite retail product when you were 15, and what’s your favorite retail product now? Growing up in Belarus after the USSR collapse, access to products was limited. My first “adult” purchases that I could afford were shampoos and shower gels. While we had these at home, these were the first ones that were truly mine. I loved reading the product packaging and memorizing the descriptions, which sparked my fascination with marketing. Currently, I’m in Italy, where I admire local craftsmanship and quality. Great products require time and effort, and cutting corners results in soulless, disposable items. I also love products with a dash of playfulness, like Touchland sanitizer and Allbirds shoes. They combine functionality with a fun, engaging design that makes using them a delight.