In Conversation with Katerina Friedman

Tell us about your background:

I was born and raised (and survived!) in Minneapolis, MN. From a young age, I discovered that art, in all forms, was where I truly come alive. Whether it was sewing my own doll clothes or crafting clay figurines, I reveled in the countless opportunities for my imagination to soar. As I navigated the teenage years (hello high school!), I began to see fashion as an art form that allows you to express individuality, communicate with others and become a powerful storyteller. To me, each outfit, accessory, and trend possessed its own captivating narrative. I’m endlessly fascinated by the garments with which people choose to express themselves, offering profound insights into their true selves.

In spring 2022, I ventured over 4,000 miles away for a five-month experience of studying and interning abroad in London (thankfully with no Covid interferences). During my time at Westminster University, I delved into a mix of business and art classes while simultaneously completing an internship at a small fabric manufacturing company in North London. The company I worked for manufactured fabrics for Burberry and Anya Hindmarch, so I got to see the production side of fashion while also continuing to learn social media strategy in an international setting.

In the summer of 2022, I proudly graduated with a Bachelor of Science in Retail Merchandising from the University of Minnesota. The degree provided me with a well-rounded skill set encompassing both the art of design and the analytics of business. In college I had the privilege of participating in a case study where Macy’s presented a challenge to a select group of students. They sought fresh ideas, different perspectives, and opportunities to enhance the Macy’s Style Crew initiative. The primary goal was to increase consumer engagement on the Macy’s Style Crew Platform. My team and I developed a comprehensive marketing campaign that not only expanded the scope of content creation for the platform but was also designed to significantly boost annual revenue. Our efforts were recognized by the panel of Macy’s executives leading us to achieve first place in the competition. This experience reinforced the importance of teamwork, creative problem solving, and strategic thinking in my professional endeavors.

Since graduating, my journey has led me to various roles, including internships and contract work. I’ve gained valuable experience in planning large events and worked closely on the planning & execution of immersive marketing displays that were showcased in retail stores across Los Angeles and Dallas. I also worked as a liaison between cross functional departments, developed multiple complex data sets, and provided support in coordinating luxury travel to groups of clients.

In April, I faced a pivotal moment when I was laid off from my contract job, prompting me to contemplate a significant change. I embarked on a new challenge and sought to fulfill a lifelong dream of living and working in New York City. With just two suitcases and a determined mindset, I arrived in the city on July 11th seeking new career prospects and personal growth.

In my free time, I immerse myself in the world of photography and drawing. New York with its gritty texture, unparalleled beauty, and captivating drama, serves as my muse; providing an endless canvas for my creativity.

So, that’s a little bit about me- someone who is unafraid to take bold steps, embrace creativity, and constantly seeks to expand my knowledge. I thrive on unique experiences that enrich my perspective and inspire my work.

I would love to connect, collaborate, and make meaningful contributions to this amazing The Co-Lab community!

What do you wish you’d known when you started out?

Although I am still considered a newbie, I wish I’d have known that there is truly no guidebook to establishing your post college career. The best things come when you reach out of your comfort zone!

I have always been scrappy, but I have discovered that it is paramount to think WAY outside of the box when building a professional foundation. A lot of time, the best things come when you reach outside your comfort zone!

For instance, the pivotal moment in my journey, one that I firmly believe has significantly contributed to my current circumstances, was initiated by a direct message to an influencer to whom I deeply admire. Initially, I began following her as a devoted fan of her appearances on ‘The Bachelor’ as well her large presence on social media, utilizing her platform to champion various causes within New York City. On the off chance she might actually respond, I reached out to her via direct message mentioning my goal to move to New York and wanting to work in the Fashion marketing/merchandising space. I asked her if she had any industry connections or wisdom she might have. To my surprise, she reposted my direct message on her Instagram stories and encouraged her followers to reach out to me. Among the prominent individuals who reached out were Lindsay Denninger, a founding member of The Co-Lab community. Her guidance has been invaluable, extending from mentorship to assisting me in finding a sublet in Astoria, truly making this place feel like home. I owe a tremendous debt of gratitude to Lindsay, as well as to the others that responded to my initial message. Without them, I wouldn’t be here today!

Best career advice you've ever received?

A mentor of mine consistently emphasizes the importance of viewing my life’s journey as if I were crafting an autobiography. Instead of fixating on the success or journey other people have, I need to focus on creating and writing my own story, both professionally and personally. In a professional realm, it’s easy to fall into the trap of comparing your progress to that of others. It is tempting to focus on factors like job prestige, the time it took someone else to secure a position, or why they landed the job for which we both seem equally qualified. However, I’ve come to realize that self-criticism regarding past decisions or dwelling on what I ‘should’ be currently accomplishing takes away from the significance of forging my unique path, pursuing personal goals, and embracing the journey, rather than fixating solely on the destination. By keeping this advice at the forefront of my mind, I understand that the path to achievement involves self-reliance and independently taking proactive steps towards the goal.

What leadership qualities are important to you?

Drawing from my experiences as both a leader and a team member, two qualities stand out as essential to me: stability and approachability.

I believe stability is the paramount in high-stress or busy moments. When a leader is dependable and consistent, it has a substantial impact on the entire work environment creating a sense of security and trust within the team enhances chances of success.

Approachability, on the other hand, is vital in establishing trust, in any leadership environment. When you can trust your team to consistently deliver high-quality work, it enables a leader to concentrate on other essential tasks and responsibilities. I’ve been fortunate to work with some great managers who weren’t just bosses, but mentors. They offered guidance and support instead of micromanaging every detail. This collaborative approach made our team feel like a tight-knit, cohesive unit, and it made all the difference.

What has been the biggest challenge in your career so far?

The (current) biggest challenge I’ve encountered in my career thus far is securing my first full- time job post-college. Despite becoming close a few times to securing a position, the preference ultimately favored the candidate with more experience. However, I’ve come to understand that not every opportunity is the right fit for me. Rejection allows me to refine my approach and remain hopeful that it will ultimately lead me to the right opportunity.

It is important for me to mention that moving to New York has been far from easy. When I moved to the city, I knew things would be tough. But many aspects have not gone as planned-
• {What are savings?}
• {New York housing- need I say more?}
• {We really like you and think you would do great here, BUT…}.

As I sit here today, three months after my move, I can honestly say that my resilience and determination have never been stronger.

And for fun, what is your favorite wardrobe staple?

Red lipstick. There is something about a good red lip that just creates confidence and determination.
Current Favorites:
• Pat McGrath LiquiLUST: Legendary Wear Lipstick in Elson 4
• Fenty Poutsicle Hydrating Lip Stain in Strawberry Sangria

LinkedIn: https://www.linkedin.com/in/katerinamfriedman/

Instagram: @thekatfriedman