_______________________________
Maria, why Barmariska?
The brand is named after the first letters of the surname and first name – Barysheva Maria. Starting a startup 6 years ago, I studied on the course “Business of Youth”. Our motto was “NTKZA”, which means “Go and do it!”. Then, without thinking twice, I took my nickname from social networks for the name. Then there were thoughts of changing the name. But step by step, the brand has grown, and now it has already gained more than 40 thousand regular customers throughout Russia. Now Barmariska is not so much me, but a clothing brand familiar to many.
Do you need a design degree to create your own brand?
I am not a designer by training. I think that in order to develop your company, you need, first of all, an obsession with an idea. The rest is secondary.
Why did you choose bright clothes with prints as the basis of brand positioning? After all, such clothes are less in demand than the basic models of pastel colors.
I can tell you a funny story. I used to work as a Human Resources Manager for a construction company. I had a crazy day: I got up early, put on a dress, a smooth, bright turquoise color, sandals with heels, took my son to the kindergarten, rushed to the state institution to submit documents, from there I rushed to the meeting of the board of directors at the next institution, catching admirers along the way, as it seemed to me, the views. And now, important directors are sitting at a round table, I fly in, I apologize for being late. Everyone smiles. I sit down at the table and with an important look lay out the folders. Then I catch the neighbor’s eye on my dress, lower my eyes and understand that in the morning I have been walking in a dress worn inside out! Since then, I love prints, even on the brightest clothes, because you can’t wear clothes with a pattern inside out.
How do you create clothes?
Work on the collection begins a year before going on sale. Our designers create sketches of collections, we select and approve models, prepare patterns and sew samples in our experimental workshop. We order accessories (tags, branded parts). Next, we place orders at factories in Russia and monitor the stages of production so that the quality of print runs meets our criteria. Ready-packed clothes come to our warehouse, we publish new items on our website, place them in the showroom and start working on sales on marketplaces.
Where are you represented?
We chose the main strategy to sell through our online store Barmariska.ru and marketplaces. We strive to make our product accessible to a wide audience. We can be ordered in any city of our country. Together with Lamoda.ru, we are promoting the Premium Exclusive capsule. Wildberries and Ozon showcase the casual wear segment and the brand’s bestsellers.
Tell us about the team.
Our team consists of people who are not afraid of difficulties and solve new problems every single day. They are interested in development and communication. They probably like this rhythm, otherwise I can’t explain why so many people have been working at the company since it was founded in 2016. I definitely like it.
What problems are you facing?
Our economic climate is not particularly kind to small businesses. Even in the most difficult times, we, with our kind of activity, did not fall into any state support program. Well, on the other hand, this is a plus. We make our way like a dandelion through the asphalt, and we become stronger and stronger every day.
What helps in difficult times?
Husband helps. He believes in me more than myself. The support of family and friends is a source of new strength for me. And, of course, the creative processes together with the team are energizing!
What will you do if the business closes?
We have a dog in our family, a border collie named Barney Baryshev. This is such an active breed that if you do not occupy his head with games and training, he can bite off his tail with longing. If the business closes, I will look for new tasks so as not to bite off my tail. (Laughs)
Do your children want to follow in your footsteps?
I found my calling only at the age of 35. Although, if you look closely at my childhood hobbies and our family traditions, everything indicated that I should be a brand leader or head of an amateur creative ensemble. My son is now almost 18. He has grandiose plans, he studies enthusiastically and searches for himself, we try to support him in everything. My daughter is 9, it was she who inspired me six years ago for the first Barmariska models – sweatshirts for mom and daughter. She dreams of breeding dogs. I’m interested to know how they will live at my age.
What are your goals for the near future?
At the beginning of 2023, we plan to launch the new brand BRMSK by Barmariska on the market. The first offline store will also appear. I like the idea of being represented in the Atrium. 20 years ago I studied there nearby, at MIIGAiK. I would meet myself as a student on Zemlyanoy Val, come up and say: “You won’t believe it!”
Source: Hellomagazine
Benjamin Smith is a fashion journalist and author at Gossipify, known for his coverage of the latest fashion trends and industry insights. He writes about clothing, shoes, accessories, and runway shows, providing in-depth analysis and unique perspectives. He’s respected for his ability to spot emerging designers and trends, and for providing practical fashion advice to readers.
