The Beauty of Intention
L’Officiel Arabia: How has the process of navigating multiple roles of founder, artist, mother and global designer been for you?
Liubov Seredkina: I won’t pretend that holding all these roles comes easily; being a founder, an artist, a mother and a global designer is its own complex choreography. But life is like an endless waltz: beautiful, unpredictable, always in motion. At some point you must decide whether to stand at the edge of the ballroom or step into the circle of light. I chose to step forward and let life lead me. That moment of courage and surrender marked the beginning of my transformation.
L’Officiel Arabia: You come with rich, varied experience at a young age, how would you say your early years in Siberia have shaped the creative woman you are today?
Liubov Seredkina: I’ve always believed that creativity is a gift; something given from above, and not to everyone. But my strict Siberian upbringing gave me the structure to organize that creative chaos. It taught me discipline, resilience, and a very simple truth: if you truly want something, you get up and go for it. That combination, talent and discipline, is what shaped me. It made me brave enough to create my own world.
L’Officiel Arabia: From figure skating and ballet to design and art, you’ve done it all. What are the elements of your earlier years that you believe continue to shape your evolution?
Liubov Seredkina: Movement, precision and expression have always been part of my life. Figure skating and ballet taught me how to feel beauty through the body; through form, balance, rhythm and emotional honesty. Today, in design and art, I work with the same principles: composition, harmony, tension, storytelling. Those early disciplines taught me that beauty is not accidental; it is crafted, refined and lived.
L’Officiel Arabia: As you enter into the new year, what is your vision to balance artistic ambition with the realities of growing a global business in 2025, along with your personal life.
Liubov Seredkina: This year, I’m not chasing challenges, I’m welcoming the unknown. Becoming a mother while building a global brand is a path I’ve never walked before but I’m choosing to enter this chapter with openness and curiosity rather than control. Sometimes the most powerful challenge is allowing life to reshape you, gently, unpredictably and in ways you could never plan. And I’m ready for that.
Also, right now, I’m learning that balance isn’t a fixed state but a shifting rhythm. I’m stepping into a new phase of life while leading a global brand, and I’ve accepted that I can’t orchestrate every detail. I rely on intuition, clarity of vision and the ability to adapt. Some seasons require structure, others softness. Allowing myself to move between them, without guilt or pressure- is how I keep both the artist and the entrepreneur within me alive.
L’Officiel Arabia: Tell us about the new ORDO studio opening in Dubai. What is the soul of this space, and what will it bring to the city that feels truly new?
Liubov Seredkina: ORDO has always been more than a brand- it’s a world I’ve been building with intention. The new Dubai studio is designed as a place of immersion: velvet light, calm atmosphere, and a quiet sense of high-end beauty. Its soul is in the grounding, enveloping energy it creates- intimate, refined, and deeply personal. In a city that often celebrates spectacle, ORDO offers something different: a home as a sanctuary, not a statement. A new perspective for Dubai- luxury that is understated, emotional and rooted in stillness.
L’Officiel Arabia: How do you want clients to feel the moment they step into the studio for the first time?
Liubov Seredkina: I want them to feel calm, confident, and slightly enchanted- the way you feel when opening an old, beloved book. There’s a softness and a quiet mystery that invites the mind to wander. Like reading in our childhood, when the page held only text and your imagination created the world, I want the studio to spark that same inner vision- where your future home becomes not a project, but a feeling.
L’Officiel Arabia: What niche do you envision ORDO’s online store to fill in the regional market? And how will the digital platform translate your quiet-luxury philosophy into a refined online experience for your clients?
Liubov Seredkina: We’re creating a niche of true quiet luxury: rare, tactile pieces that don’t turn a home into a showcase, but into a sanctuary. It’s a curated space for those who value uniqueness, depth, and emotional beauty. Most pieces will appear only in a single edition- and if something is still shown as available, it’s because it was brought from the other side of the world with intention, not for a specific project, but to show that such objects exist at all.
The platform a soft guide into aesthetic pleasure, almost a manual for a luxurious way of living, which for us translate to clean design, slow rhythm, thoughtful curation and visuals that let textures breathe. And this can never overwhelm, it will gently draw you in. We envision an online experience that feels calm, intimate and quietly transformative, just like ORDO itself.
Credits:
Photography: Rout Sofia
Hair & Makeup: Alina Gantimirova
Creative Direction & Stylist: Karina Grigoriyants
