LocationsAnastasia Semenova’s journey from Eurovision toymaker to entrepreneur - and the women mentorship that helped her soar.
Photo: UNDP Belarus
For over a decade, Anastasia Semenova, a designer from the small town of Baran in Vitebsk region of Belarus, crafted toys and textiles for others. She even designed a plush butterfly – a mascot for Belarus’s Eurovision Song Contest participants. Yet, the dream of running her own business lingered, though it took years for her to take the leap. Today, Anastasia can’t imagine life without engaging with her audience on Instagram, even though her first videos were recorded with a nervous tremor in her voice.
From Sketches to Stardom
A creative soul from an early age, Anastasia loved to draw and attended an art school. When the time came to choose her career path, she enrolled at the Minsk State Art College. Graduation, however, brought the challenge of entering the job market with little experience. Opportunity came knocking when recruiters from a local toy factory visited the college, introducing the company and inviting young people to join.
For six years, Anastasia worked at a factory, crafting toys inspired by her own sketches. One of her works left an indelible mark when, in 2010, the Belarusian band "3+2" took to the Eurovision stage with their song “Butterfly”. Tasked with creating a promotional toy for the band, the factory turned to Anastasia. She embraced the challenge, crafting a delicate plush butterfly that became a quirky emblem of the band’s contest song.
Photo from Anastasia’s archive
Anastasia’s design for the toy was simple yet original: a vibrant butterfly toy, plump and endearing, housing a module that played the 'Butterfly' song when pressed.
“I wanted to create something colourful, something that would catch the eye,” she recalls.
Anastasia’s career journey saw her transition from factory work to roles in embroidery and specialty product design. Along the way, she mastered her craft, gaining the confidence and design skills to produce high-quality pieces. Anastasia felt a pull toward opening her own business.
Photo from Anastasia's archive
From Factory Floor to Flourishing Entrepreneur
In June 2024, she took the leap, leaving her job to venture into the world of self-employment. Starting an Instagram blog and online boutique was her first step, a daunting yet transformative move. Her early stories were shaky, however, with each new one, she found her voice.
“I love learning about people, their preferences,” says Anastasia. “Sometimes my clients suggest colour combinations I wouldn’t have considered, and the results are fascinating.”
Her summer backpacks and cotton winter totes (priced from $55) reflect her commitment to quality. Anastasia acknowledges her prices could be higher, given the cost of materials. She sources linen from Orsha’s flax factory for linen backpacks, while winter pieces are crafted from dense cotton. She also experiments with suit and furniture fabrics, adding a touch of innovation to her designs.
Photos from Anastasia's archive
Early success was fleeting: spring sales matched her former salary, and May profits doubled - only to plummet by autumn.
“Parents were focused on their kids going to school, not self-expression,” she reflects. “I needed a reset for my business.”
Mentorship and Metamorphosis
That reset came in August 2024 via the UNDP-funded mentorship programme for women entrepreneurs, launched in partnership with Belarus’s Ministry of Economy. Paired with a mentor - a seasoned entrepreneur - she began tackling the challenges stifling her business.
"I realized I wasn’t talking enough about my business or building a personal brand," admits Anastasia. "In the city where I live, no one knew about me. For business, that’s neither favorable nor efficient."
Now she works on her products alone but realizes that she needs an assistant, as she has no time to take breaks during sewing or to develop new ideas. Anastasia also understands that the lack of novelty has hindered the attraction of new customers.
The programme became a turning point, equipping Anastasia with the tools and confidence to rethink her strategy and amplify her voice in a competitive market.
Photo: UNDP Belarus
For Anastasia, a mentoring programme was transformative, connecting her with a community of like-minded entrepreneurs eager to grow. She underscored the importance of communication - how to articulate her value succinctly and engage meaningfully with others.
"The programme emphasized goal setting," she reflects. "It helped me refine my objectives, shifting focus from simply increasing sales to testing and analyzing promotional channels to expand my audience. Meetings with fellow participants and mentors deepened my understanding of the barriers to progress, both internal and external."
The mentors, Anastasia adds, were deeply invested, offering tailored advice, resources, and their own experiences. Through connections made in Mogilev, Anastasia discovered the "Fashion Cocktail" event, a platform she seized to promote her business.
Her mentor, Anastasia Titova, brought extensive expertise in selling services and online products. Their collaboration began with building Anastasia’s personal brand, encouraging her to engage more actively on social media. The visibility has been pivotal in fostering brand loyalty and audience trust.
Anastasia’s mentor, Anastasia Titova (right), brought extensive expertise in selling services and online products.
Photo: UNDP in Belarus
For months, Anastasia has been exploring and testing new avenues to grow her business. In December, she ventured into an artisan fair and a fashion show - experiments that paid off handsomely. At the fair, she doubled her sales compared to previous periods, while her social media engagement surged tenfold.
However, her efforts didn’t stop there. Sensing the need to adapt, Anastasia introduced a range of innovations: gift certificates, tailored offers for commercial clients, discounts, and an interactive feature allowing her blog subscribers to co-design her bags.
The Ripple Effect
Over four months, 15 mentors guided 30 mentees, helping them carve out new niches, scale their businesses, and boost profits. For Anastasia, the programme was a lifeline in the early stages of her venture.
“The biggest lesson was learning to take risks,” says Anastasia. “I saw others - women who took out loans, bet on themselves, and refused to entertain failure. It was inspiring.”
Photo: UNDP Belarus
Mentorship personalized support, sharing expertise to tackle specific challenges. It lowers barriers for newcomers, accelerates innovation, and fosters resilience. Participants, including Anastasia, honed leadership skills, expanded professional networks, and gained access to expert advice.
The mentorship programme aligns with broader national efforts to expand economic opportunities for women. Belarus’s 2021-2025 National Action Plan on Gender Equality places a strong emphasis on supporting female entrepreneurship, recognizing its critical role in driving small and medium-sized enterprises - a cornerstone of the country’s economy.
This story is part of a regional communications project that highlights how UNDP is empowering women in Belarus, Kazakhstan, Kyrgyzstan, and Tajikistan through mentorship programs. For more inspiring stories, please visit:
https://www.undp.org/ru/kazakhstan
