We had the good fortune of connecting with Diana Perfilieva and we’ve shared our conversation below.
Hi Diana, do you have a budget? How do you make lifestyle and spending decisions?
Yes, I have a budget which is my personal salary as a CEO of the company. Every half a year me and my co-founder go through evaluation process and review our goals and achievements and reconsider our salaries. My spending decisions depends from my current needs and situation. Sometimes I feel that I need to travel and to have some inspiration and I do it because then I always come back with new energy and new ideas. I save 10% from my monthly income for longterm needs and emergency situations and I allocate about 10% for charity and usually I donate for organisations dedicated to protect and restore environment as I am very much concerned about climate changes, nature pollution and disappearing of wild life.
What should our readers know about your business?
T-dress brand values are inclusivity and fun, positive mood and attitude to life. We support the idea that everybody are beautiful in the way how they are. Also we produce clothes in sustainable way – made-to-order. We don’t have any wasted stock or inventory. We don’t do discounts because T-dress drops are not aligned to seasons so they are relevant permanently. I am very proud of all this values which were invented 4 years ago when the brand was founded. Any business could not be easy but it is interesting and exciting if you chose what you like. Truly, I am happy I did not realise what this way would look like otherwise I would be maybe scared to start. I just try to perceive any challenges as a process which is vital to the development of any company. One of the greatest lessons I have learned is that you should just keep going and never stop and at some point you will see the result in any way. Also, a very important thing is the relations in a team, relations between the co-founders. I think they should be totally transparent, sincere and respectful. And the communication and expectations should be as much clear as possible.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Wow, that an interesting question. And after pandemic the things changed a lot. But lets say everything is open:) I love Los Angeles and it is so diverse. I live in West Hollywood and would definitely advice to walk at Melrose street and Melrose place and check out cute little stores on the way, Alfred coffee and Cecconi’s restaurant in the end so you can see a lot of extraordinary looking people on your way. Los Angeles is about hikes and nature and one of my favourite is Topanga State park with a view to the ocean. After you can go for lunch or dinner to Pacific Pallisades village which is near by and has a charming and romantic vibe. Malibu village is also a must-visit place with cool looking surfers, who looks like movie characters around chill atmosphere. One of my favourite places there – is a restaurant with a Greek cuisine – Taverna Tony. My big recommendation. Sure, if you are first time in Los Angeles you should check out Venice Beach, Abbot Kenney street, Beverly Hills area and Hollywood hills – to take a ride on Mulholland drive. The best view has Yamashiro restaurant. And my favourite was Chateau Marmont – you will feel like a Hollywood star there and don’t forget to wear something fancy from T-dress brand:)
Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
In my life a lot of people, who surrounds me inspire me every day – my mother, my close friends, my colleagues. I will mention some of the books which inspired me most of all in my life: Show Dog by Phil Knight, Inside Apple by Adam Lashinsky, The Man from Zara, Principles by Ray Dalio, The 7th habbits of highly effective people by Stephen Covey, Black Swarn by Nassim Taleb etc. I want to highlight especially one book – Tales of Power by Carlos Kastaneda, which is about a way of a warrior. I read it back when I was 20 and I can say that all books which I read after about personal and spiritual development are about one thing – everything is our choice. I can say it sounds easy but in fact it is not so all the time and we need to do this decision every day which requires discipline. Now, I am reading a book “When things are fall apart” and want to say I like it a lot too.