We were lucky to catch up with Maria Shantanova recently and have shared our conversation below.

Maria, thanks for taking the time to share your stories with us today Parents can play a significant role in affecting how our lives and careers turn out – and so we think it’s important to look back and have conversations about what our parents did that affected us positive (or negatively) so that we can learn from the billions of experiences in each generation. What’s something you feel your parents did right that impacted you positively.

I come from a family where two worlds meet : the quiet dignity of doctors on my father’s side and the unstoppable energy of strong women on my mother’s side.
My dad is a dentist, and my grandparents were both doctors – my grandfather a surgeon and my grandmother a radiologist. They were deeply respected, kind people who lived with grace and purpose. My grandmother embodied care and devotion – always cooking, always creating warmth. My grandfather dreamed that I would one day become a doctor like him. They were the kind of people who carried goodness naturally: intelligent, generous, and grounded in family values that never go out of style.

On my mother’s side, strength looked a little different — more entrepreneurial, bold, and full of humor:)
My grandmother was a director of a chocolate factory, and from an early age, I watched her lead with both strength and humility. She never taught me through words, I simply absorbed it by watching how she treated people. Whether she spoke to major buyers or to warehouse workers, she was always the same – respectful, fair, humble and full of good humor.

My mother followed a similar path. She built her own business in sales and exports, and later I worked with her as well – sourcing products from China (from clothing and shoes to construction materials and furniture) I saw her face many challenges – losing loved ones, going through a divorce yet she always remained calm, professional, but still very real and human, I loved that!

When I eventually started my own business in the United States, many people asked if I was afraid – coming to a new country, with no connections etc. But honestly, fear never even crossed my mind. That quiet confidence, that sense of purpose , came from watching my mother and grandmother since the very childhood and also my purpose – to be a superhero mom for my daughter and my sister :)

I was also deeply influenced by my stepfather, whom I also call my father. He is a two-time world kickboxing champion – a man of few words :) but tremendous strength and discipline.
When our family gathers at the table, and he raises a toast, he says something that always stays with me:
“The one who wins is not the strongest or the fastest – it’s the one who truly believes they can.”
That simple truth has become part of how I see life and business. Strength begins with belief. You can have all the talent, all the plans – but without belief in yourself, none of it matters. And when you do believe, even the impossible starts to unfold.
I’m very grateful to my parents for trusting me from an early age.
They never treated me like a child – even when it came to serious things like business or money. I still remember going on my first buying trip to China at the age of fifteen, together with my aunt, to select goods for our store. I was responsible for real cash, real decisions – and that experience gave me a sense of confidence that has stayed with me ever since. It made me feel that if my smart, capable parents trusted me, then I could trust myself too!
What my family did right was showing me that true strength doesn’t have to be loud, It’s in dignity, listening to your intuition, keep humble and positive:)
family is everything – it’s the root that keeps you grounded and gives you courage to keep building, no matter where life takes you.

Maria, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I grew up in a family where business was always part of life. From an early age, I was involved in our family’s business as I mentioned earlier. It taught me early on how to build partnerships, understand quality, and stay responsible no matter how big or small the task.

I studied Interior Design at Tsinghua University in Beijing, and at the same time, I was sourcing products for my family’s business. And in my final year, I was scouted by a model agent, which became the beginning of an entirely new chapter in my life.
I had my first ad campaign for Nescafé coffee in Asia, later signed with Elite models in Hong Kong, Singapore and had a lot of commercials and editorial shoots Modeling introduced me to the world of beauty – not just from the outside, but from the inside. Working with all these incredibly talented people – photographers, hairstylists, stylists, and makeup artists – helped me discover a new side of myself. It wasn’t about looking prettier or being polished; it was about realizing that femininity itself can be powerful. They showed me that how we present ourselves to the world isn’t vanity – it’s a reflection of how we feel inside. That experience helped me embrace my own softness and strength at the same time, and to see beauty as an expression of inner confidence.

Years later, after living and working in the United States, I decided to start something that would bring together my experience in beauty, aesthetics, and business. Together with my close friend, professional celebrity makeup artist Natalia Malova, we came up with the idea for SWANS. Later, we were joined by a partner with solid entrepreneurial experience in the U.S., who believed in our vision and helped us bring it to life.

SWANS is a curated boutique platform connecting clients with verified, top-tier beauty professionals – makeup artists and hairstylists (for now, as we’ve just launched). Later, the platform will also include stylists, photographers, and other creative professionals – everyone who usually works on high-profile campaigns, red-carpet events, or with celebrities.

We wanted to make this level of artistry accessible to women who value excellence and want to feel confident during the most important moments of their lives – whether it’s a business meeting, a social event, a photoshoot, a wedding, a birthday, or a any sort of meaningful event. Our goal is also to help artists themselves grow and succeed, giving them opportunities that match their talent.

Every artist on our platform is personally verified by us – not just for their skills, but for professionalism, integrity, and their ability to make a woman feel seen, elegant, and at ease. For our clients, SWANS is like a personal beauty concierge – a trusted network where every connection is secure and curated with care.

Sometimes, even when life feels difficult, a small act of self-care – any kind of it -can truly help. There’s even a saying that if you don’t feel well, just smile at yourself in the mirror, and your brain will send a signal that shifts how you feel. It’s the same with beauty rituals – when you take a moment to care for yourself, your confidence and inner presence begin to change. That’s the quiet kind of transformation we want to bring to others.

As an immigrant woman building a business in America, I’m proud to create something that reflects both my global experience and my values. Having lived and worked across Asia, Eastern Europe, and now the U.S., I deeply understand how beauty means different things in different cultures. Yet everywhere, it begins with something natural – an authenticity that makes you feel confident in your own skin. When it comes to makeup, it’s never about wearing a mask, but about enhancing what’s already there -your natural features, your individuality.

To me, SWANS represents that quiet elegance – something real, human, and beautifully refined. Our artists share that same vision: to make every woman feel confident, radiant, and herself.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

After pandemic when I’ve returned to the United States, I knew I wanted to start my own business, even before I was sure what form it would take or who I would build it with. So I started studying – not in school, but by listening, observing, and learning from people who had already built something meaningful in this country. New place – new rules, I needed to learn how it work in here! I was so lucky to have a lot of great friends who helped me with their advices, I am very grateful to every single one of them, who shared with me their experiences and supported me!

One of the first books a friend recommended to me was “Principles” by Ray Dalio. His approach to clarity, decision-making, and facing reality resonated deeply with me – especially as someone building a new life and business in a new country.

I also listened to Y Combinator podcasts and TED Talks, which gave me perspective on innovation, leadership, and how to think creatively while staying grounded in values.

And one more that I enjoyed deeply is Raw Startup by Heini Zachariassen, the founder of Vivino. His straightforward, honest way of sharing lessons about building and scaling a business from scratch felt very real and relatable.
I am still in a process and constantly listening to some good podcast (recently I’m all over “The Diary of a CEO” by Steven Bartlett)
I’m always reading (mostly audiobooks, tbh) something new and exchanging recommendations with friends – it keeps me inspired and curious. I’v always been deeply influenced by Buddhist philosophy; I often read and listen to teachings and lectures, and I’ve had the privilege of learning from Dr. Robert Thurman and Dr. Nida Chenagtsang. Their wisdom continues to shape how I see and feel this world: compassion, balance, and inner strength.
And most importantly- I still listen to my mother’s and my own intuition:)

Let’s talk about resilience next – do you have a story you can share with us?

I was born in Buryatia, a Siberian region near the sacred Lake Baikal, a place where winters and people are quietly strong. At sixteen, I left home to study Chinese in China. It was my first big leap into the unknown, and it taught me early on that courage often begins with curiosity.

Later, while studying interior design at university, I told my parents that we needed to completely reformat our family business. At the time
I met manufacturers of elite furniture and I felt that we could create something more. We took a huge risk – reinvested the assets from our existing retail business ( a clothing and shoe store) and took a larger space to open a luxury furniture showroom from scratch. It was terrifying and exciting at the same time, but somehow, everything aligned strategy, intuition, and faith. That experience taught me that intuition, when combined with hard work, can be a powerful business compass. And most of all, my parents believed in my crazy idea :) I still adore how they could do that – trusting an 18 year old girl’s wild dream! Maybe they were young and fearless back then, I don’t know :)

Years later, when I moved to the United States, I felt that same spark again – the quiet pull toward creation. I didn’t have a plan or investors at first, I just had an idea and instinct that I want to create something again, but on this land. And fate brought us together and we built SWANS – a platform that reflects everything I’ve learned about beauty, trust, and perseverance.

Of course, there are challenges – moments of doubt, mistakes, lessons that humble you. But resilience, I’ve learned, isn’t about never falling. It’s about listening to that inner voice – the one that comes from the women in my family – reminding me to stay kind, to trust my instincts, and to keep going, even when fear is present.

I’ve heard “it won’t work” many times in my life, but every time, I chose to keep going. To me, resilience is not about fighting – it’s about standing tall in silence, holding your vision with both strength and grace. And never never give up!

Contact Info:

• Website: https://bookswans.com/
• Instagram: https://www.instagram.com/masha_shanti
• Linkedin: https://www.linkedin.com/in/maria-shantanova
• Other: https://www.instagram.com/app_swans

Image Credits

Images from SWANS App, showcasing the work of our professional beauty artists.