We’re excited to introduce you to the always interesting and insightful Kristina Rudzinskaya. We hope you’ll enjoy our conversation with Kristina below.
Kristina, we’re thrilled to have you on our platform and we think there is so much folks can learn from you and your story. Something that matters deeply to us is living a life and leading a career filled with purpose and so let’s start by chatting about how you found your purpose.
For me, it wasn’t about waiting for a grand “aha” moment – it was about following the things that truly mattered to me, listening to my intuition, and allowing my work to evolve naturally.
When I look back at my life, I can see that everything I’ve done paved my way to Etalon – even though it didn’t seem that way at the time. For years, it felt like I was just exploring a bunch of different interests that had nothing in common. But now, I can clearly see the common themes that kept showing up:
– Fashion – I’ve always loved fashion, not just as a form of self-expression, but as a way to shape how we feel in our bodies. I believe clothing should be both beautiful and functional, enhancing confidence and movement rather than restricting it.
– Movement & body awareness – My journey with Pilates and yoga profoundly changed my understanding of alignment and how posture affects everything from energy levels to confidence. I saw firsthand how small, consistent changes in movement could transform how we feel – and I wanted to share that with others.
– Sustainability – I’ve always looked for ways to be more intentional and sustainable, whether in daily choices or in product creation. I believe products should be designed to last, work harmoniously with the body, and provide real value – rather than being another disposable, gimmicky wellness trend.
Etalon was born at the intersection of all these passions, even though I couldn’t see it coming at the time.
If you’re searching for your purpose, I’d say:
1. Look at your life’s themes. What problems have you personally struggled with? What keeps pulling you in? The patterns are there – even if they don’t seem obvious yet.
2. Trust your intuition. Your body often knows before your mind does. Pay attention to what excites you, what frustrates you, and what you feel compelled to change.
3. Think long-term. The right path isn’t always the easiest, but when you align your work with your deeper values, everything starts making sense.
Purpose isn’t something you “find” all at once – it’s something you build by following what feels meaningful, even when the next step isn’t fully clear. And when you do, clarity comes naturally.
Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?
Thank you for the opportunity to share more about my story and what drives me. I’m Kristina Rudzinskaya, the founder of Etalon – a company dedicated to redefining posture support in a way that is empowering, comfortable, and seamlessly integrated into daily life.
My journey with alignment started long before Etalon. Through Pilates and yoga, I discovered how movement and posture shape the way we feel in our bodies. Later, my experience in tech taught me how to design solutions that are both functional and enjoyable to use. Etalon was born at the intersection of these worlds: a blend of thoughtful design, science-backed posture support, and a commitment to making self-care effortless.
What started as a passion project has grown into a brand focused on helping people feel better in their bodies – without the rigid, restrictive solutions that traditional posture correctors offer. I’ve never liked the idea of “correcting” our bodies. I believe posture isn’t about fixing something that’s wrong, but about offering gentle support so we can thrive. That’s why, at Etalon, our goal is to replace outdated posture correctors with something kinder and more intuitive – tools that work with your body, not against it.
Our flagship product, the Etalon posture bra, is a gentle yet effective alignment tool designed for real life. It is adjustable so that it fits right to your body, moves with you, and helps build posture awareness over time. It’s not about forcing your body into place – it’s about giving it the support it needs to function at its best.
This past year has been especially exciting. We received FDA registration, secured a patent for our design, and were featured in WIRED, NBC, USA Today, and other media outlets. But the most rewarding part has been hearing from our customers – how Etalon has helped them feel stronger, more confident, and more at ease in their bodies. It’s proof that there’s a better way to approach posture – one rooted in comfort, empowerment, and long-term alignment.
Looking ahead, we’re expanding beyond the posture bra, exploring new products that support alignment across the body. My vision is to create a complete ecosystem of wearable support, helping people move, work, and live with better alignment – effortlessly.
Through Etalon I also want to change the conversation around alignment. Our bodies are naturally beautiful and capable – sometimes, they just need a little support to thrive.
On a personal note, this year has been transformative for me in another way – I became a mother. Welcoming my son, Mark, and experiencing postpartum recovery firsthand has deepened my commitment to designing products that truly support women’s bodies at every stage of life.
If you care about posture, movement, or simply feeling better in your body, I’d love for you to check out Etalon. We’re building something special – something that’s about more than just posture. It’s about confidence, ease, and a deep connection with your own body.
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
1. A Mission that’s bigger than myself
Etalon is bigger than just a product. It reflects my own journey – my struggles, my pain points, and my search for physical alignment and support. It’s about more than posture correction; it’s about the profound impact we experience when we are aligned – not just in our bodies, but in our values and purpose. When that alignment happens, everything starts to make sense. Decisions become easier, setbacks feel less overwhelming, and the right opportunities start to unfold.
Focusing on my long-term vision – both for Etalon and for the life I want to create – acts like a filter, making everything crystal clear. The noise fades, and I can instantly tell what’s worth my energy and what’s just a distraction. This shift in perspective brings calm and confidence, allowing me to make decisions intuitively rather than reacting out of stress or fear.
Advice: Take the time to define your mission and long-term vision. Ask yourself: Why does this work matter to me beyond success? When your mission is deeply rooted in your values, it will sustain you even when the path gets difficult.
2. Knowing yourself & listening to your intuition
Our bodies are deeply intuitive. We often “know” things that can’t be explained by logic alone. As a founder, I have to make constant decisions, and while I always gather facts and seek expert advice, there are moments when my gut tells me something different. And I trust it.
I heavily rely on my intuition. When I feel stuck and no longer in a natural state of flow, I don’t force a decision. Instead, I step away – go for a walk, move my body, give my mind space to process. Often, the answer comes up naturally, and I just know it’s the right one.
Many of us – especially women – have been taught to doubt our instincts, to rely on external validation instead of trusting ourselves. But learning to reconnect with your own inner knowing is one of the most powerful skills you can develop.
Advice: The key to strong intuition is self-awareness. Get to know yourself, your values, and what feels right for you. This might mean working with a therapist or coach, practicing meditation, or engaging in mindful movement. The more you understand yourself, the stronger your intuitive sense becomes – and the more confidently you can navigate your journey.
3. Patience: trusting the process
This one has been really tough for me. As a founder, you pour your heart into something, but the results don’t always come right away. Some of the most important work – the foundational, long-term impact work – won’t show immediate rewards.
It’s frustrating, especially in a world of instant gratification, where we’re conditioned to expect quick wins. But building something meaningful requires patience. A strong brand, deep customer trust, and truly impactful products don’t happen overnight.
I’ve learned that patience isn’t just about waiting – it’s about continuing to take consistent, intentional steps forward, even when the results aren’t visible yet. It’s about trusting that the seeds you plant today will grow, even if you don’t see them sprouting right away.
Advice:
Focus on the long game. Remind yourself why you’re doing this and what you’re building beyond just short-term wins.
Celebrate small progress. Growth happens in layers. A good decision today leads to bigger opportunities down the line.
Detach from immediate outcomes. Keep doing the right things, and trust that success will follow – even if it doesn’t happen on your timeline.
Patience doesn’t mean inaction – it means staying committed, even when progress feels slow. Looking back, I see that the best things in my journey – the ones I’m most proud of – took time. And they were worth it.
Before we go, any advice you can share with people who are feeling overwhelmed?
I close my laptop and go for a walk.
As a founder, one of the most important skills isn’t just making decisions – it’s knowing when to step away so you can see things clearly. When I feel overwhelmed or stuck, I don’t force a solution. Instead, I zoom out completely – immerse myself in nature, take a long walk, or meditate.
There’s something about moving my body and changing my environment that helps me reset. When I let go of the need to figure things out immediately, my brain naturally processes the problem in the background. And without fail, the answer always comes – usually when I least expect it.
Advice & strategies:
Step away from the screen. Go outside, move, breathe. Physical movement shifts mental energy.
Give problems time to unfold. Not every decision needs to be made immediately – sometimes the best answers come when you stop chasing them.
Create space for clarity. Whether it’s a walk, meditation, or just sitting in silence, intentional breaks give your mind room to do its best work.
Overwhelm happens when we try to force solutions. The real magic comes when we trust that clarity will come – and it always does.
Contact Info:
- Website: https://shopetalon.com
- Instagram: https://www.instagram.com/krudzinskaya/
- Linkedin: https://www.linkedin.com/in/krudzinskaya/
Image Credits
Grusha Svetlova
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