Small Business Research and Enterprise

The LONDON E-Business Programme provided small businesses across London with support to develop their digital skills. Recently, our E-Business Adviser, Corinne McGee, supported Maria Ruseva with understanding how to market her fashion brand, Moda de la Maria.

Could you start by telling us a bit about your business and the work that you do?

What inspired you to start your business?

My journey began in a small village, where I watched my mother, a talented seamstress, stitch
beauty into fabric. I would dream up dresses for dolls and beg her to make them, learning the
power of handmade work. My grandfather, a Ukrainian craftsman, also influenced me with his
respect for nature and attention to detail.

After working in fashion, I grew disheartened by its fast pace and wastefulness. I wanted to
return to something meaningful — where clothing told stories, honoured heritage, and
empowered women. In 2013, I began building Moda de la Maria with just a vision and my
skills. I cut each pattern by hand, sourced natural fabrics, and sold my first garments at small
pop-ups.

When the pandemic hit, I lost all in-person sales. But instead of giving up, I pivoted. I learned
photography, built a website, and began connecting with customers online. That resilience
became a turning point.

Moda de la Maria is more than a brand — it’s a tribute to tradition, storytelling, and
craftsmanship. Every garment is created with purpose and pride, designed to empower women
and reflect a more sustainable future.

That’s a really admirable vision – what has the journey of growing the business out of it been like so far? What have been the challenges and the wins along the way?

The journey has been both beautiful and demanding. Before the pandemic, I had support from
my mother and a close friend, and together we created each piece with passion. We didn’t have
big budgets, but we had heart.

When COVID hit, everything changed. Local workshops closed, and I was suddenly alone —
with no digital presence. I had to learn to photograph products, write copy, build a website, and
handle all operations. It was emotionally exhausting, but I didn’t give up.

Some challenges have included finding sustainable suppliers on a tight budget and balancing
every role as a solo founder. But I’ve also gained strength and clarity — learning to adapt while
staying true to my values.

One key win was receiving support from the Small Business Research + Enterprise Centre,
which gave me access to pop-up opportunities. Selling a few pieces and engaging with new
customers was a huge milestone.

But perhaps the biggest reward is hearing how women feel in my designs — strong, elegant,
seen. That emotional connection is why I do this. Moda de la Maria is a labour of love,
resilience, and purpose.

What support have you received through the LONDON E-Business Programme and how has it helped you grow your business?

The support from the LONDON E-Business Programme has been truly transformative. Having a
business coach like Corinne, who understood my vision and listened attentively, made a huge
difference. Her guidance felt personal and practical — helping me navigate challenges and stay
focused during hard times.

Corinne’s help with event planning and encouragement before the pop-up market was
especially valuable. She gave me clarity, motivation, and confidence at a pivotal moment in my
journey. Nellie’s support during the event was also invaluable — she helped things run seamlessly
and was there to assist throughout.

The chance to have a table at the pop-up market was a highlight. It allowed me to represent
Moda de la Maria in person, engage with customers, and share my story. It helped me sell
garments and build new relationships. The exposure was vital, especially as a small brand.
If you’re considering the E-Business programme and SBREC, they offer far more than advice. They provide tangible, actionable support. Having someone in your corner, championing your ideas and journey, is a
rare and powerful advantage.

What does the future look like for your business?

Moda de la Maria’s future is full of possibilities. I plan to stay rooted in our values — timeless
design, natural fabrics, and mindful craftsmanship — while gradually expanding the brand’s
reach to more women who appreciate authenticity and elegance.

One dream is to open a boutique where customers can see the garments and connect with the
story behind them. While it may take time, I believe it’s achievable. Until then, I’m focused on
growing our online presence, hosting pop-up events, and collaborating with like-minded
designers and makers.

I hope to build a small team of passionate people who share my love for slow fashion and
creativity. I want to foster a community around the brand — where we celebrate women,
storytelling, and meaningful design.

Moda de la Maria is more than just fashion. It’s a movement toward mindful consumption,
heritage, and craftsmanship. My mission is to create garments that empower and inspire —
clothes that last and carry stories with them. I believe our best days are ahead.

It’s been great to hear from you and see how you’ve built your business from the ground up! As a final question, what advice do you have for anyone who’s thinking of starting a business?

Start with passion — let it guide you, even when the path feels uncertain. Trust yourself and
don’t be afraid to begin small. Every late night, every setback, and every learning curve is part
of the journey.

There will be hard days, but always remember your “why.” Stay focused on your purpose, and
let it pull you forward. The business might not grow overnight, but with consistency and belief, it
will evolve in powerful ways.

Be open to learning. Seek support when needed. Celebrate the small wins — they’re the
foundation of bigger ones. Most of all, stay authentic. Your story, your values, and your unique
voice are your superpowers.

Building a business isn’t just about selling products — it’s about creating something meaningful.
If you lead with heart, others will feel it too

Learn more about Moda de la Maria

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*We strive to do our best when supporting small business and their growth. Our business databases can give you information and data that can help you with advertising, market research, company information, and industry factsheets. If you have already taken the plunge, we would love for you to join us at a seminar, our workshops cover digital marketing, business model canvas and planning, demystifying taxes and intellectual property to name a few. Visit our events page or website for more information.