In the dynamic landscape of digital content creation, embracing change and following one’s intuition can lead to extraordinary possibilities. With an architect’s eye and a storyteller’s vision, Anna Volchik has built an impressive career partnering with over 32 hotels across 15 countries and collaborating with global brands like Lancôme, Huawei, and Sony.
As a mentor to over 1,000 students who now work with industry leaders like Vogue, Four Seasons, and Mandarin Oriental, Anna’s influence extends far beyond her work. Recently appointed to the jury of Armenia Digital Awards 2024, she continues to shape the future of digital content while inspiring the next generation of creators.
Can you start by introducing yourself and telling us in your words, about your inspiring story?
Hi everyone! I’m Anna Volchik, and my story is really a blend of architecture and storytelling. My transition from architecture and teaching architectural design to content creation began in 2016 when I started collaborating with hotels as a content and UGC creator and social media manager.
What’s truly interesting is how my architectural background has become an unexpected (even for me) advantage in content creation. I apply fundamental design principles — composition, spatial awareness, and color theory—to create visually sophisticated content that resonates with audiences. This unique perspective has led to amazing partnerships with over 32 hotels across 15 countries, where I’ve curated content strategies that drive engagement and deliver measurable results in social media traffic and audience growth.
These successes opened doors to collaborations with global brands like Lancôme, Penhaligon’s, Huawei, Lenovo, Yves Rocher, NYX, Milka, Nutella, Purina One, Pfizer, Sony, and many others. Since 2018, I’ve also expanded my impact by developing comprehensive courses on brand collaboration and hotel partnerships.
What made you decide to go into business for yourself?
Great question! It’s interesting because my entrepreneurial journey actually started back in 2012 while I was still pursuing my architecture degree. I founded Volchik Designs, specializing in original fabric paintings. That became my first step into social media presence on Instagram, where I shared my creative process and learned invaluable lessons about personal branding and its impact on business success.
The results of my efforts were tangible – we participated in the ‘Fashion Mill 2017’ competition, which led to an invitation to ‘Baltic Fashion Week 2017’ in Riga. Building on that momentum, we secured first place in an Italian competition called Senigallia Collezioni Moda e Formazione the following year.
But here’s the twist. After graduation, while teaching architectural design at my alma mater, I noticed my professional focus shifting. As my social media presence evolved toward travel content and brand partnerships, I saw declining interest in my paintings. Instead of trying to force that business to scale, I recognized the growing demand for my services as a content creator. My architectural background gave me this unique perspective on spatial photography and design appreciation, which put my services in high demand for brand and hotel collaborations.
Essentially, it came down to a choice between pursuing an academic career and embracing full-time content creation. The market demand made that decision clear, and I moved forward confidently into what you see today — a dedicated UGC content creator.
What would you consider your biggest accomplishment and why?
I’m particularly proud of two recent achievements. First – in September, I was invited to serve on the jury for the ‘Armenia Digital Awards 2024,’ evaluating participants in marketing, branding, and content creation. This recognition affirms my professional standing and the trust placed in my expertise.
Second – and this truly warms my heart – my student base has grown to 1,000 individuals. These students I’ve mentored in brand and hotel collaborations and content creation are now thriving as bloggers, content creators, UGC specialists, and full-time employees at companies worldwide. They work with prestigious names like Vogue, Sony, Hyatt, Four Seasons, Mandarin Oriental, and Le Meridien. Seeing their success is perhaps my greatest achievement.
Can you share some of the most important lessons you’ve learned from your successes and failures in business?
One of the biggest takeaways has been the importance of time management. I’ve learned to set clear priorities and plan effectively. Don’t be afraid to delegate — I used to think I had to do everything myself, but that’s a fast track to burnout.
Another significant lesson? Flexibility is key. You need to review and adjust your plans regularly. Life is unpredictable, and what worked yesterday might not work tomorrow. When you decide to change direction, do it without regret. Adjust your plan, but then move forward with confidence. Every experience, good or bad, is a stepping stone to where you’re meant to be.
If you had one piece of advice for someone just starting, what would it be?
Don’t get stuck in your head. Just start doing it. I love this saying: ‘If you don’t act on an idea within 24 hours, it might slip away forever.’ And it’s so true! We all have doubts, but here’s the thing – if you don’t go for it, someone else will take that leap while you’re still wondering, ‘What if?’”
What initiatives or actions do you believe are crucial for fostering a more supportive and inclusive business environment for women?
I see several key areas where we need to focus:
First, education and training – we need comprehensive skill development programs, mentoring, and specialized training for women in business. Second, entrepreneurship support through dedicated funds and programs that provide financing and resources specifically for women entrepreneurs.
We also need strong equal opportunity policies that emphasize non-discrimination and promote women to leadership roles. Flexible work arrangements are crucial, promoting flexible schedules and remote work options that enable women to balance their professional and personal responsibilities better.
Finally, we need ongoing gender equality awareness — regular training for employees and managers on recognizing and addressing gender discrimination while fostering an inclusive workplace culture. These strategic initiatives can create a more inclusive business landscape while enhancing women’s professional opportunities.
How do you set your business apart from others in your industry?
Simply put, my product stands out for its unique contribution to the industry. Drawing from my experience, I pioneered a methodology in Eastern Europe that empowers individuals to unlock their creative potential, develop a professional social media presence, acquire in-demand content marketing skills, and assist brands and hotels in crafting innovative ad campaigns, boosting performance metrics, and enhancing media visibility.
What are the three most important habits for being a successful high performer or leader?
That’s a great question! I’d say the top three habits are:
- Master the art of delegation. It’s easy to fall into the trap of thinking you need to do everything yourself. But you can’t always be ‘the smartest person in the room’. If you’re afraid to let go of control and delegate tasks, you’ll hit a ceiling quickly. Your business won’t grow, and you’ll be stuck.
- Learn to take calculated risks. Business is all about weighing risks. As a leader, you’ve got to be willing to test new ideas and make challenging decisions. Sometimes, they will work out, sometimes, they won’t. The key is to keep moving forward either way.
- Dream big and believe in yourself. We’re capable of amazing things but often too scared to imagine them. If I had told myself, ‘Oh, I’m just a girl from Eastern Europe, I could never turn my love for travel into a career working with top hotels,’ I wouldn’t be where I am today. You’ve got to dare to dream and then go for it!”
What social media platform is the best for business growth and why?
The effectiveness varies depending on the business’s nature, target demographic, and strategic objectives. Let me break down the main platforms:
Instagram is particularly effective for fashion, beauty, hospitality, and tourism businesses. Its visual-centric approach is ideal for showcasing products or services, and its substantial user base consists of younger, often affluent consumers.
- TikTok
TikTok has emerged as a powerful tool for engaging Gen Z. It’s particularly suitable for businesses with dynamic, trend-focused content. The platform’s algorithm facilitates rapid content dissemination, making it ideal for innovative, youth-oriented brands.
LinkedIn is the platform of choice for B2B entities and professional service providers. It excels at facilitating professional networking and establishing thought leadership.
- YouTube
YouTube is exceptional for long-term content marketing strategies. Its search engine functionality enhances discoverability, and content can generate sustained traffic over extended periods.
And don’t overlook Pinterest, particularly for businesses in design, home decor, fashion, art, or culinary sectors. Users often utilize this platform for inspiration, which can directly translate into purchasing decisions.
What are three websites or podcasts you can’t imagine your day without? Why those three?
Let me think… There are definitely three that stand out for me.
- The Right Hemisphere of an Introvert is absolutely essential for me. It’s a series of 20-minute lectures covering everything from history and economics to psychology and art. I love how it keeps my mind sharp and helps me learn about subjects I might not explore.
- Then there’s Vika Business Chick, run by Victoria Moldavskaya, who’s founded four businesses. As someone in marketing, her content is incredibly inspiring and practical. Plus, seeing a successful, creative woman sharing her insights is refreshing.
- Marketing Over Coffee, where John Wall and Christopher Penn discuss the latest marketing trends, covering everything from social media to SEO, is my go-to source for staying up-to-date with the rapidly changing marketing landscape.
Do you have a favorite quote or motto that inspires you?
While I don’t have a specific quote that I live by, I do have this personal rule that’s become my guiding principle – trust your gut. Our intuition often points us in the right direction, showing us the quickest and most authentic path. The tricky part is that we tend to silence that inner voice with too much logical thinking.
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