Entrepreneurship begins with passion, and success follows with time and experience. Do you agree? If you have any doubts, let our creative director, Oxana Laitaoui, clear them away by sharing her five key rules for life.

After launching her first brand in New York City, she faced failure but found the strength to rise again—leading to the creation of FOXYLAB NEW YORK. Her journey is proof that perseverance overcomes misbeliefs.

Oxana’s five rules delve into fundamental life principles, pivotal turning points, and the art of self-organization. Scroll down to discover them.

The biggest turning point of my life was when I moved to New York to live on my own. I didn’t have any foundation, and had to go through many challenges. When being challenged, we are capable of adapting to any circumstances, and coming up with a creative solution to our problems. I started studying and got married, made my career in construction and real estate, and obtained my competitive character through being the only woman in a men’s collective. All that thanks to just a move to a different city.
One day I woke up and decided to be happy. I realized that I was living a life that wasn’t giving me enough satisfaction, and the key factor was my job. Then, there was no way back: I made a fundamental decision to create a fashion brand. I accepted the risk and changed my life upside down. I realized that if I was not going to try, I would regret till the end my life. My decision was stronger than all doubts.
Integrity, organized chaos, and passion — are my fundamental life principles. Integrity determines me to be true to myself and do what I believe in. In my chaotic lifestyle I strive to organize it and carve a precise plan out of it. And lastly, my passion pushes me through obstacles.
I failed the first launch and spent the whole summer not working. I went to Paris with a goal to get to know myself. The trip ended up being life-changing, because it opened up my creativity and I decided to not give up after a single failure. After that summer I started preparing for the launch of FOXYLAB NEW YORK, and look how far we’ve gone.
FOXYLAB NEW YORK and I help each other to grow. The brand helps me to work on my personality, it is a reflection of my soul, a part of me, and the affect of it on my life is priceless. That’s why me and FOXYLAB NEW YORK share the same point of view, and our main position is to be different. We evaluate what differed us from our competitors, and while some of them are going after trends, we’re focusing on being us. This makes us stand out.

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