Meet Katerina Friedman

We recently connected with Katerina Friedman and have shared our conversation below.

Katerina , thanks so much for taking the time to share your insights and lessons with us today. We’re particularly interested in hearing about how you became such a resilient person. Where do you get your resilience from?

My resilience was born out of necessity. I’ve always been a dreamer — curious about what else is out there and craving something different from the traditional path society encourages. From an early age, I understood that if I wanted something, it was up to me to make it happen. Nothing is handed to you, so it takes a lot of grit, determination, and a refusal to give up to get what you want.
Ever since I was 18, I dreamed of moving to New York City to build a life and career working in marketing for the fashion industry. Some thought it was crazy, some tried to talk me out of it — but I couldn’t shake the burning feeling that I had to do it.
At the end of 2022, I was a new-ish college grad working a dead-end office job, while also living at home. I was starting to feel the pressure of being 26 and not having my life figured out. Shouldn’t I have a 401(k) and job security by now? Then, in spring 2023, I got laid off. That day, I was lying horizontal on the floor of my friend’s room, mascara-filled tears running into my hair and crumpled tissues in my hand. Dramatic? Perhaps. But that’s not the point. I felt stuck. I felt paralyzed.
That’s when my friend looked at me and told me bluntly that now was the time to move to New York- I’d been talking about it for years, so why not do it while it makes sense?
Immediately, that scary “oh shit” feeling began to creep in. I knew the most challenging part wouldn’t be the move itself — it would be stepping on that plane with a one-way ticket. Leaving behind my friends, family, and my cat.
I think about my future self a lot — call it daydreaming — but I always come back to this: When I’m 40 and looking back at my 20s, will I regret not taking this chance? That question snaps me out of spirals and pushes me to at least try. Someone once told me, “Better oops than what if?” It stuck. I’d rather mess up while trying than play it so safe I never find out what could’ve happened.
I just celebrated two years of living in New York. It hasn’t been easy. There have been a lot of trying times, but one thing that has never wavered is my commitment to keep going.
For me, resilience isn’t about having all the answers — it’s about staying in the game long enough to find them. It’s learning to sit with uncertainty, to accept that even the best-laid plans rarely unfold the way you expect, and to keep going anyway. Even when the path doesn’t make sense to others, I’ve learned to trust that choosing what makes me feel alive is always worth it.

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?

I’m a woman of many traits, and I thrive on keeping my plate full. Right now, I’m working as a freelancer across multiple creative and storytelling roles: I manage social media for a couture fashion brand, ghostwrite a cookbook, and write monthly newsletters for another fashion label. Because living and working in NYC is never dull (or easy!), I also balance a nanny job and an office role with a nonprofit fighting to save an art center on the Upper West Side.
Beyond freelancing, I’m also an independent journalist, photographer, and editor with my own online platform, where I cover events, fashion, dating, and everyday moments in New York. I write to capture real life—the good, the bad, and the beautifully messy in between. My style blends dry humor, vulnerability, and an unapologetic love for pop culture, making each piece feel both personal and universally relatable.
For me, writing and brand strategy go hand in hand – it’s about understanding the audience, finding an authentic voice, and shaping stories that stick.
What excites me most is the variety. No two days are the same, and each project gives me a new way to connect with people and ideas. This year, I’m expanding my platform’s coverage to feature more behind-the-scenes stories in fashion and culture, while continuing to build relationships with brands and creatives who inspire me—and I’m always open to collaborating with others that are looking to blend strategy, storytelling, and creativity.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

Looking back, the qualities that have been most impactful in my journey are resourcefulness, curiosity, and the willingness to just say yes.
When I moved to New York without contacts or job leads, I had to say yes to everything—jobs, collaborations, events. Whether they were “worth it” or not, each one gave me a chance to learn, meet people, and discover what I enjoyed most. My advice to those just starting out is to take those chances, even if you don’t feel ready. I try to arrive each time with curiosity: who or what am I going to learn about today? You never know which opportunity will be the one that changes everything.
Resourcefulness has been key both professionally and personally. For me, it comes from a kind of stubbornness—the belief that even if Plan A doesn’t work, Plan B or C might. Most of the things I’ve accomplished weren’t from the original plan, but from refusing to give up when others doubted me. If other people don’t believe in you, you have to believe in yourself.
When I first started applying for jobs, I felt at a disadvantage because my resume didn’t showcase the direct experience recruiters seemed to look for. To bridge that gap, I resurrected my blog. I figured if people could read my writing, they’d get to know my voice—and maybe pay attention in ways a resume alone couldn’t. The truth is, I never formally studied writing. My only “experience” was writing for fun. But I’ve never been afraid to say, “I don’t know how to do this yet, but I’m going to figure it out.” That blog has since became more than just a portfolio—it was a lifeline during tough times: loneliness, roommate drama, rejection. It gave me purpose, kept me moving forward, and ultimately, it was that very writing that opened the doors to where I am today.
At the end of the day, I think the only real way to build confidence is by doing—especially the things that scare you. If you’re still scared, that’s okay; it means you’re already growing. Sometimes you have to fake it until you believe it, but always be kind to yourself.
And for me, fashion plays a role in that confidence. Fashion is its own language. Without saying a word, what you wear can tell a story—about your mood, your culture, or your confidence. It might sound trivial, but having a few pieces that make you feel strong can make all the difference. For me, it’s my power suit: a magenta blazer and pants, paired with a silver sweater tank and matching booties. Even on days I’m full of self-doubt, that outfit makes me feel like I can walk into a room and hold my own.

What would you advise – going all in on your strengths or investing on areas where you aren’t as strong to be more well-rounded?

I believe that your strengths get you in the room, but the areas where you aren’t as strong are what keep you in the room.
One night, I went to a talk where a well known fashion designer was being interviewed. Usually, I dress up for these events—you never know who you’ll meet. But that evening, I came straight from my nanny job: leggings, a sweater, chipped nail polish, messy bun. Surrounded by stylish guests, I felt entirely out of place.
During the talk, I spotted a woman I’d met before at another event. My first thought was, “Don’t approach her—you’ll make a better impression next time when you feel more confident.” But then I reminded myself that I’d rather say ‘oops’ than think what if? One of my greatest strengths is building genuine connections, so step by step—literally—I made my way toward her. I told myself, if she looks my way, I’ll say hi, and if not, that’s okay. I walked three steps, then three more, until finally she noticed me. She smiled warmly, and before I knew it, she was introducing me to her friends and even the designer herself. That never would have happened if I had just slipped out the back.
In my case, it was my initiative, tenacity, and interpersonal skills—qualities I’ve honed over time—that allowed me to not just make that initial connection, but to keep the conversation going and leave a lasting impression. Lean into what you do best to open doors, but keep developing the skills that will help you stay, grow, and thrive once you’re there.

Contact Info:

• Website: https://normalitygrowsnoflowers.com
• Linkedin: https://www.linkedin.com/in/katerinamfriedman
• Other: Email: [email protected]

  Thank you for this opportunity!