We caught up with the brilliant and insightful ANNA PALTSEVA a few weeks ago and have shared our conversation below.

ANNA, looking forward to hearing all of your stories today. How did you come up with the idea for your business?

My grandmother, Praskovia—also known as Pasha—was a gifted seamstress. In the Soviet era, people often created their own clothing for work or leisure. Grandma Pasha would receive subscriptions with patterns for making dresses, pants, and the like, for sowing, crocheting or knitting. She crafted exclusive pieces for her clients as well as for my mother and her siblings to wear after school, as they had to wear uniforms. However, due to fabric shortages, they often had to mend or repurpose older garments. She was incredibly talented, and it’s no surprise that my sister and I took to crocheting and sewing skirts when we were younger.

Pasha passed away three weeks before my ninth birthday. My most vivid memory of her sewing is her sewing machine cabinet, which unfolded in various ways. It housed multiple drawers filled with colorful yarn and needles of different sizes. I can still recall the distinctive smell of fabric a blend of lavender and freshly pressed linen, lingering in the air around her workspace, enveloping everything in a comforting, nostalgic aroma.

As a child, my dream job was to become a fashion designer. Later, I aspired to be a fashion model, parading in beautiful clothing on a runway. Now, I find myself designing experiments to repair Mother Earth from human-induced damage and pollution. I strive to be a science role model, walking into the classroom as if on a podium, demonstrating how we can restore our soil so that it endures, much like mending our clothes.

I was raised in the pristine countryside in southern Russia with a population of 3,400. Learning about environmental pollution at school, I developed a deep appreciation for nature, wholesome produce, and a conscious approach to clothing. When asked about my passions, I say “pollution.” It’s striking how we have historically damaged nature, and I am determined to help clean it up. That’s why my day job is to “raise an army” of environmental science students, and in the evenings, I aim to educate the masses about the importance of protecting and repairing our earth, adopting sustainable practices in the most elegant ways.

For decades, the fast fashion industry has been one of the Earth’s biggest polluters. It affects our rivers, soil, water, agriculture, and human health. In 2015, at a soil conference in Mexico City, we visited a creek polluted with illegal sewage, garbage, and discarded clothes in an eroded soil profile. That experience was a wake-up call! Since then, I’ve been learning more about the impact of fashion and household waste on our environment.

But the status quo in fashion is changing. We are transforming from depletion to rejuvenation.

Here at House of Soil, I want people—especially women in science—to elevate sustainable practices from mere choices to essential etiquette, harnessing years of expertise in urban soil contamination to integrate environmental responsibility with sophistication and informed living. My goal is to transform the perception of soil science, making it not only more accessible but also engaging and relevant to both academic and non-academic communities.

ANNA, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

With a Ph.D. in Earth and Environmental Science, and my role as a researcher, university professor, and director of the urban soil laboratory, my expertise lies at the intersection of scientific research and practical application. I’ve authored “The Urban Soil Guide: A Field and Lab Manual” and numerous scholarly articles, contributing to the dialogue on urban soil health and sustainable practices.

My work as an editor in scientific journals and my global presence delivering presentations underscore my commitment to environmental education. Recognized by the Soil Science Society of America with an award, and refined by etiquette training, I bring a unique blend of knowledge, professionalism, and poise to promote regenerative agriculture and urban soil remediation.

House of Soil steps in with practical and educational offerings that empower and innovate within the intersection of soil science and fashion. With hands-on consulting to integrate sustainable practices into your operations, our courses, soil testing kits, and comprehensive digital guides will be designed to bring the essence of sustainability to the heart of your brand. Together, we’re not just talking about change; we’re implementing it in communities, fashion lines, and collaborations with brands who share our vision for a greener future.

Can you tell us about a time you’ve had to pivot?

As a foreign Ph.D. student, the prospect of networking was daunting, my shyness a barrier as tangible as the walls of the conference halls. I felt dwarfed by the towering accomplishments around me, my Russian accent underscoring my sense of otherness. It was this fear of not belonging, a whisper of impostor syndrome, that I had to confront head-on—a challenge that would eventually lead me to places I never imagined I could belong.

I used to be shy to speak to unknown people, especially at professional meetings. I didn’t like starting conversations with strangers unless they talked to me first. My close friend kept telling me that one day I would be traveling around the world to conventions and seeing people from previous events and that’s how I would become known. That sounded like a fairy tale as I didn’t know I had anything to offer to others.

But life has a funny way of surprising us. Now, I live the reality that once felt like a fairy tale. Let’s rewind to a pivotal moment in 2015, at a soil conference in Mexico City. I went there with a clear mission: to network. I reminded myself, “This isn’t personal, it’s business.” So I mustered a smile and set out to engage with my colleagues and senior scientists. I made it a point to interact intentionally: joining different groups for breakfast each morning, sharing social drinks in the evenings, and participating in talks, poster sessions, and even field trips to immerse myself in the culture.

At that soil conference, a chance encounter unfolded from the simplest act of kindness. When a young man seated in front of me dropped his pen, I picked it up and handed it back to him, responding to his thanks with a friendly remark in Russian. That sparked a connection that grew into a robust professional partnership. We’ve since collaborated on numerous publications and shared expertise at various conferences. Together, we established a dynamic network bridging colleagues between NYC and Moscow, fostering ongoing collaboration that endures to this day.

My journey of personal and professional growth was significantly shaped by targeted investments in my soft skills. A particularly transformative experience was attending a personal branding workshop with Robyn Hatcher. This workshop helped me understand the power of projecting confidence and authenticity, crucial for making meaningful impressions at international conferences and meetings. It taught me that effective personal branding isn’t just about how others see you, but about aligning your external presentation with your internal values and ambitions.

Additionally, participating in etiquette courses at the Austrian Higher School of Ladies and Beaumont Etiquette refined my professional interactions. These courses equipped me with the tools to navigate diverse social settings gracefully, ensuring that my scientific expertise could shine without the barriers of cultural missteps or misunderstandings.

Through my journey from a reserved student to a proactive professional, I’ve gleaned several invaluable lessons that might serve as guides for others:
1. Step Out of Your Comfort Zone: The true catalyst for growth often comes from pushing beyond the familiar. By forcing myself to network, I unlocked opportunities and collaborations that have been pivotal in my career.
2. Embrace Every Interaction: Every conversation, no matter how brief or trivial it may seem, holds potential. A simple act of kindness—like returning a dropped pen—can lead to significant professional relationships.
3. Language and Cultural Connections Matter: Sharing a language or cultural background can create immediate rapport and open doors to deeper professional relationships. Never underestimate the power of connecting over shared heritage.
4. Consistent Effort Pays Off: Building a meaningful network isn’t about one successful interaction; it’s about sustained efforts over time. Consistency in attending conferences, participating in discussions, and reaching out to peers is key.
5. Invest in Soft Skills: Technical expertise is crucial, but my experiences affirm that soft skills—like communication, etiquette, and interpersonal abilities—are equally important. These skills can dramatically enhance your influence and effectiveness in any field.
6. Nurture Relationships: The relationships you build should be nurtured with the same care and intention as any professional project. Ongoing collaborations, such as our international summer soil school, demonstrate the lasting value of well-maintained connections.

Reflecting on my transformation from a reserved scholar to a global networker, I’ve learned the immense value of soft skills alongside technical expertise. I urge you to seize every opportunity at your next professional event. A simple gesture can lead to significant collaborations. Embrace each interaction—big or small—and watch your professional network expand. What steps will you take today to weave new connections into the fabric of your career?

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

My approach to management and entrepreneurship has been profoundly influenced by several key books, each offering unique insights into personal and professional growth. “Atomic Habits” by James Clear taught me the importance of training my brain for better habits and making incremental improvements, providing motivation to perform a positive action before indulging in something desirable. Dale Carnegie’s “How to Win Friends and Influence People” has been instrumental in shaping how I present myself and communicate with others. Stephen Covey’s “The Seven Habits of Highly Effective People” provided a framework for productivity and effective leadership. “The Art of Happiness” by the Dalai Lama introduced me to the power of positive thinking and the law of attraction, emphasizing that at our core, everyone seeks love and fears death. In “The Good Life,” I learned to focus on forging meaningful relationships and listening to my inner voice, which has guided my decisions and leadership style. “Iacocca: An Autobiography” by Lee Iacocca offered a deep dive into the resilience and strategic thinking necessary for effective leadership. Lastly, “Visual Intelligence” by Amy Herman sharpened my ability to pay attention to detail and base my decisions on facts. Each of these resources has not only equipped me with valuable skills but also shaped my philosophy towards building a sustainable and impactful career.

Contact Info:

• Website: www.annapaltseva.com
• Instagram: https://www.instagram.com/house_of_soil/
• Linkedin: https://www.linkedin.com/in/annapaltseva/
• Twitter: https://twitter.com/AnnaPaltseva/
• Youtube: https://www.youtube.com/channel/UCKjS26BXLXGfQZhQjSyjpug

Image Credits
Hideki Aono Douglas Dugas