Yanina Novitskaya, Cartier’s Southeast Asia and Oceania CEO, talks about the Cartier Women’s Initiative — it is not just for women, but also a platform for everyone to promote the spirit of empowerment
Sixteen years ago, the Cartier Women’s Initiative (CWI) was born to encourage women to join an international entrepreneurship programme that aims to drive change by empowering women to impact entrepreneurs. It was a huge success and since then, it has become an annual event that has garnered a following. The programme is directed at women-run and women-owned businesses from any country and sector with a strong and sustainable social and environmental impact.
Also marking a milestone is Yanina Novitskaya, Cartier CEO of Southeast Asia and Oceania, who has been with the Maison for 16 years. More importantly, Novitskaya holds the programme close to her heart. Her passion shows as her face lights up when she tells Options more about CWI in an exclusive interview in the cosy VIP room at Cartier’s boutique at Ion Orchard.
She begins by saying how CWI began as a platform to support women who have the strength to bring forth new projects and make a difference within their communities and beyond. She reveals that these women truly fascinate her, and when they come together, their collective energy, intention and mindset to change the world are even stronger. “Individually, they are powerful, but their impact is magnified when they unite.”
Amal Clooney – now a Cartier Voice – champions justice, human rights and women’s empowerment
Perhaps the highlight for Novitskaya is the meeting with Amal Clooney, an award-winning human rights lawyer who has dedicated the past two decades to defending victims of injustice worldwide. Novitskaya says: “When I met Amal — now a Cartier Voice — in Paris, her words moved me to tears. Listening to her champion for justice, human rights and women’s empowerment was such an incredibly powerful experience, and the examples she shared during the awards ceremony further affirmed that we are on the right path.” Novitskaya summarises that it is not only about empowering women but about empowering all people. She says: “We must engage men in this dialogue and seek their support. By involving a wider audience, we can generate a larger ripple effect of positive change.”
The Paris event Novitskaya referred to took place in May, where Cartier unveiled the awardees of the top three positions in the 2023 Cartier Women’s Initiative, while at the same time applauding the ingenuity and drive of 32 exceptional-impact entrepreneurs hailing from various corners of the globe.
CWI has developed and evolved over the years. Cartier continually assesses the programme as a global initiative to expand opportunities for participation in various countries. The global programme director and Cartier’s leadership have been exceptionally open and supportive.
Initially launched in four regions, the programme has expanded to encompass nine regions and has recently introduced two additional categories: Science and Technology; and Diversity, Equity, and Inclusion. The latter category is open to both women and men, and it is noteworthy that two of the three fellows celebrated in this category are men. The enthusiastic response from men in accepting this invitation is highly encouraging, and Cartier intends to invite more men to participate actively in the programme.
Novitskaya makes an interesting point about how women usually blame men for not giving women the needed empowerment. But sometimes, women are guilty of it too. “We need to encourage change and take ownership to break these patterns. I consistently emphasise the importance of starting with ourselves,” she says. “In our region, our top managers, many of whom are men, understand this and are working hand in hand with us, so we’re always collaborating on this topic.”
She cites Cyrille Vigneron, president and CEO, as a true ambassador for gender equality and diversity. He is well-travelled and embodies the qualities of a global citizen. He possesses a unique breadth of knowledge and can engage in conversations about science, music and philosophy, making him a standout figure in the industry. It is important to capitalise on his presence and leadership within the industry, as well as the coalitions that Cartier has established, to achieve even greater accomplishments, she says.
“We must learn through education, then experience what we know or do not yet know through travel. Having an open mind and curiosity allows us to be ready for change. With this spirit, we can all be empowered, whether a woman or a man.,” she says.
Indeed, the biggest obstacles to achieving gender equality and women’s empowerment should be addressed from a young age. Novitskaya states that women must understand that much of what unfolds in the future is influenced by their behaviour and how they perceive themselves as role models. “As a parent, I consider myself a role model for my son and daughter, and I am responsible for discussing women’s empowerment with them. Schools should also play a significant role in initiating conversations about these topics,” she says.
Novitskaya notes that men’s empowerment is rarely discussed or highlighted. There is a need for more talks or discussion panels dedicated to men’s empowerment. This complex issue concerns humanity and calls for a shift in rhetoric and increased dialogue. More needs to be done to foster collaboration between men and women, working together toward women’s empowerment and the empowerment of every individual. And women’s empowerment can benefit society as a whole and the role individuals and organisations can play.
Novitskaya says: “I believe that we must be the change we hope to see in this world, and every individual has the power to effect change and rise above their circumstances. If they find an idea that resonates, they should take action and not hold themselves back. If they wish to participate in something, they should do it.” For her, she does not just work for monetary reasons, but it allows her to become a better person and continuously learn and grow through interactions with others.
“My children know that I love my job and I encourage them to explore and find their passions. I hope that the empowerment of individuals, both women and men, is so infused into our culture and thinking that we no longer need to ‘empower’ women,” she concludes.
See also: How to make a luxury brand
Among the 11-first place awardees in Asia, Denica Riadini-Flesch (fourth from left) from Indonesia was recognised for her company SukkhaCitta
Mint Lim (standing) from Singapore received one of the 10 third-place awards. Lim’s venture, School of Concepts, aims to provide equal access to quality education for every child through English learning programmes
With determination and commitment
Cartier can cite examples of successful women entrepreneurs who have benefitted from CWI. One of the benefits is networking. Through CWI, finalists tap a wide range of leading business people, investors and enablers, from whom they gain valuable insights and practical tips. Novitskaya says: “From Indonesia, we have Denica Riadini-Flesch, who benefitted from the brand visibility and global media coverage. She had opportunities to participate in panel sessions and directly engage with individuals to promote her brand and pursue leads to access new markets for SukkhaCitta, her farm-to-closet business.”
In the true spirit of the initiative, CWI addresses underserved women and communities, helps them facilitate access to the programme in several countries through capability building, and directly supports women applicants with their applications.
Throughout the chat with Novitskaya, one personality trait comes through clearly: her passion and optimism. The mother of nine-year-old twins — a boy and a girl — is embracing life in Singapore.
How has she been settling in the city-state since she took on her role eight months ago? She says: “I think that ‘settling’ is not the right word for me because ‘settling in’ is associated with a static moment. And for me, it’s not about that; it’s about moving forward. I believe that there is a resonance between my energy and the energy of this region, and it is through my career with Cartier that I have been able to explore the world, which has led me to Asia.
“Being one of our fastest-growing regions, there is a significant emphasis on Southeast Asia and Oceania, where there are immense opportunities due to its size and the number of countries we lead out of Singapore,” she says.
It has been non-stop travelling for Novitskaya since she started to meet clients, employees and partners. She continues to travel extensively because “I firmly believe reading about a place or meeting people through a screen is insufficient. I have spent several months moving from one location to another to immerse myself in the environment and gain first-hand observations to better understand our business’s different facets”.
“Our business is growing with our markets evolving in their unique way. I dedicate time to support our mature markets, such as Singapore, Thailand, Australia and emerging markets, like Vietnam and Malaysia. We must reinforce our luxury messaging across all markets, especially with a substantial base of inter-regional clients who frequently travel. Uniting our teams and fostering teamwork across a diverse region is equally important.”
After spending almost a year in Singapore, she says: “I can say that this incredible city holds a central position in so many aspects, including travel, shopping, cultural events and food — that seems to be of particular importance here.”
When not travelling to various destinations, her days in Singapore start early. She begins her mornings by having breakfast with her children and driving them to school, cherishing those precious moments to catch up with them. Despite her demanding schedule, she prioritises staying fit and finds time to engage in a newfound exercise regime — playing tennis — which she thoroughly enjoys.
Novitskaya’s fit in Singapore is perfect as she is an accomplished professional with degrees from the Moscow State University of Design and Technologies and the International Academy of Business and Design. She joined Cartier 16 years ago and has gained experience in various roles within the company’s Russian operations, including brand and retail management. In 2018, Novitskaya was appointed managing director for Russia, Ukraine and the Commonwealth of Independent States, formed following the dissolution of the Soviet Union in 1991.
Her main responsibilities included strengthening Cartier’s commercial presence, enhancing the brand’s positioning, overseeing corporate initiatives and preserving Cartier’s heritage. She has played a crucial role in empowering women through her strategic vision, deep understanding of clients, adherence to Cartier’s values, and commitment to promoting women in leadership positions. Last year, she assumed the CEO role for Southeast Asia and Oceania, leading and inspiring teams across 11 diverse markets in one of Cartier’s rapidly expanding regions.
And the award goes to…
A total of 32 entrepreneurs worldwide participated in the Cartier Women’s Initiative (CWI) annual Awards Ceremony in May. The event was centred around the theme “Forces for Good”, reflecting CWI’s objective of strengthening the bond within its community and promoting collaborations among multiple stakeholders to drive meaningful change.
This mission aligns with Goal 17 of the United Nations Sustainable Development Goals, known as “Partnerships for the Goals”, which emphasises the importance of fostering partnerships and recognising the transformative power of collaboration.
The celebration began with opening remarks from the co-founder of the Clooney Foundation for Justice and leading barrister in international law, Amal Clooney, who shed light on her legal fight for gender parity for a thriving world.
The celebration was then concluded with the announcement of the first-, second- and third-place awardees selected for each of the 11 awards, comprising the nine regional awards, including Oceania and Francophone Sub-Saharan Africa, launched this year; and the two thematic awards, the Science and Technology Pioneer Award launched in 2021, and the Diversity, Equity and Inclusion Award, created this year.
The first-place awardees took home US$100,000 ($135,000) in grant funding, while the second- and third-place awardees received US$60,000 and US$30,000, respectively. In addition to the grant funding, all 32 fellows will benefit from tailored mentoring and coaching, media visibility, networking opportunities from CWI and education courses from business school Insead.
Among the 11 first-place awardees in Asia, Denica Riadini-Flesch from Indonesia was recognised for her company SukkhaCitta, which focuses on protecting the environment and promoting local culture by employing rural Indonesian artisans to create handcrafted clothing using sustainable organic cotton grown by smallholder farmers.
In addition, Mint Lim from Singapore received one of the 10 third-place awards. Her venture, School of Concepts, aims to provide equal access to quality education for every child through English learning programmes.
The Cartier Women’s Initiative programme has launched its call for applications for the 2024 edition; applications are open until June 30, 6pm (CEST). To apply, go to cartierwomensinitiative.com
