ELENA KERINA

Photographer: Daria Volkova @looufen

Elena Kerina is a young woman who isn’t afraid to try herself in new activities, successfully combining work as a PR specialist in the pharmaceutical industry, producing music label projects, writing her book, and modeling. Besides, she‘s a plus-size contestant of the Miss Sapphire World beauty contest. Elena told MOVER about her motivating life experience, plans for the near future, and gave invaluable advice to those who would like to start something new but are held back

Elena, you call yourself multifaceted person: you are keen on music, modeling, writing books, programming, PR... How do you manage to find time for all your hobbies, while trying yourself in new areas?

One day I received a piece of advice from one of my favorite musicians, Ozzy Osbourne. He told me, “If you love something, don’t give it up.” It seems to me that if you are fascinated by something, then under any circumstances you will find the time and opportunity to do it. I believe that any job means creativity, so that’s why it’s not difficult for me to master new areas.

You have a rather rare and very specific professional industry which is advertising and PR in pharmaceuticals. How did you start to develop yourself in this area, what made you do this?

Having received a bachelor’s degree in pharmaceuticals, I wanted to receive a master’s degree in another sphere, so I actively studied projects related to PR campaigns in the music industry. However, then I realized that advertising and PR are underdeveloped in the sphere of pharmaceuticals, so I decided to try myself in this area. My thesis was dedicated to this topic. It took me several years to put my ideas into practice, but unfortunately, I didn’t find any other specialists in this industry. Therefore, I decided to educate students in my Alma mater. Perhaps in the future, I will be able to develop a full methodology for PR specialists in the field of pharmaceuticals.

You mentioned that at the moment you’re concentrated on making music and starting a music label. Tell us more about this.

I have been engaged in the music industry for a long time. I played in a band and wrote songs, but frankly speaking, I always liked solving organizational issues more. Now I have decided to make my childhood dream come true, so I learn to play the drums kit. Yes, I’m producing projects for the Chudesound music label. The main task of the label is to encourage artists to realize themselves. This can be both the support of those who are just starting their journey, and the famous musicians who want to do something outside their usual stylistic framework.

We know that at the moment you’re also writing a book. What will it be about? Who or what was your inspiration?

The book is dedicated to acceptance and awareness, primarily of oneself, as well as of other people. Besides, my book is a tribute to the writer Irwin Welch and his cult novel, because the main character of my book tries to understand himself precisely through associations with the heroes of Welch’s novels. Two things have inspired me. Firstly, this is all that is happening to people now, because we live in a very interesting and difficult time. Secondly, it’s a soul musical genre, the history of which is also very fascinating.

You have recently started participating in photography projects and entered the Miss Sapphire World competition in the plus-size category. How did you start your modeling journey?

Like most things in my life, this is a lucky coincidence. My friend offered to take a couple of photos in boots that she gave me. She said they would bring me luck. One day I saw an ad for Miss Sapphire World and thought: “Why not try myself?” I signed up for the casting and was offered to become the face of the project in the plussize category.

How did you feel when you participated in such a major beauty contest? Who supported you?

Of course, at first, I doubted and felt embarrassed. Everything was unusual for me: beautiful people, a new place, strange movements, wearing heels... The scale of the competition also made me a little bit nervous, but it quickly passed and I started feeling comfortable. I was supported by everyone: my parents, relatives, colleagues, friends. They said to me: “Just do it! Don’t you know you can? Have no doubt!”

You entered Miss Sapphire World at the age of 32. What advice can you give to those who would like to try themselves in the beauty industry, but think that it is too late for them to develop themselves in this sphere?

It’s never too late to start something because all limits exist only in our minds. A woman is beautiful at any age, the main thing is to understand and accept this. I admire women who aren’t afraid of their shortcomings and even show them as something special. We only have one life, and it’s better to try than to regret that something has not been done. At the moment, I have no clear plans for the future, but I‘m still going to finish and publish my book, produce several albums and start developing my algorithm for advertising campaigns.