"Everything can go so fast and feel like you're not moving at the same time" with Masha Titova

Masha Titova is a fashion designer who was born in Boston, raised in Moscow, and consulted in Los Angeles. After working for Kanye West and BCBGMaxazria, she took the leap and moved back to Boston where she officially launched TITOV in 2019. Pulling from inspiration from living around the world, she’s able to cater to a unique customer with one of a kind designs. She’s motivated by wanting every woman feeling like what they are wearing is made for them. 

Can you tell our readers about your background?  

I was born a first-generation child to my amazing family who moved here from Russia. I have been lucky to have lived in many different cities because of my upbringing. While living in Moscow, I saw a much more glamorous fashion sense than my sweatpant dominating suburban American upbringing. It was there I started to take sewing classes and attend Moscow Fashion Week that led me to my fascination with the industry. Upon returning to the USA, I became committed to applying to a Fashion Degree program for college and have been working in the industry since. 

What inspired you to start your business?

Three years ago, I noticed a rash spread around my chest, getting so bad, I had to take my bra off. I realized the materials on my bra had led to severe irritation. Following this incident, I spent many hours researching the art of making the perfect bra. TITOV was my solution to uncomfortable bras offered in hard to find sizes.

Where is your business based?

We are based out of Boston, Massachusetts.

How did you start your business? What were the first steps you took?

At the very beginning,  I did a lot of research. I asked everyone who I interacted with questions about their bra experience. I would send out anonymous surveys to everyone on my contact lists, I’d even ask men on their preference.   

What has been the most effective way of raising awareness for your business?

The most effective way has been going out and meeting my community. I love to hear about their struggles and be able to solve it for them. I always make time to satisfy our clients and sometimes that means making custom bras in sizes we don’t have yet!

What have been your biggest challenges and how did you overcome them? I

I originally thought not being in a fashion city like LA or NYC would be difficult, but I quickly realized that the community in Boston has been nothing but supportive and welcoming. I think it’s actually worked to my benefit since there are such a limited number of fashion brands in the area I don't need to be competing with anyone like I would in NYC. 

How do you stay focused?

When I really need to buckle down and get something done I activate Freedom, it’s an extension you can download and when activated it denies you access to any distracting websites. It won’t reactivate until the time you set expires - life-changing. 

How do you differentiate your business from the competition?

I feel like most of the brands out there are either overly sexualized or beyond basic. I felt like I could provide a fun approach to lingerie that combined comfort with whimsy, that would make you feel confident. We also carry 42 sizes which are three times more than the average lingerie brand carries. 

What has been your most effective marketing strategy to grow your business?

The most effective strategy has been listening to our customers. We realized a lot of the women who want to purchase our lingerie didn’t feel comfortable ordering online. They would ask where they could find us in real life. After realizing this, we decided to increase our pop-up schedule, as well as think outside the box, and offer at-home visits. We come prepared with their size in all styles and they treat it as a Sunday afternoon treat for trying on lingerie in the comfort of their own homes. This has boosted our word of mouth and created much stronger relationships! 

What's your best piece of advice for aspiring and new entrepreneurs?

Don’t expect it to become huge overnight, and celebrate the little wins. Everything can go so fast and feel like you're not moving at the same time. If you take a step back and think about the achievements, you’ve made it will ignite you to keep going. 

What's your favorite app, blog, and book? Why?

My favorite app is Evernote, it’s on all of my devices, keeps me organized, and everything is at my fingertips. My favorite blog is Man Repeller, I love the quirky stories that are somehow always relevant. My favorite book is Shoe Dog by Phil Knight. It was after reading it that I decided to put all of my spare time into building my own company. It gave me the inspiration to focus. I figured if Phil could go through everything he did and still end up on top, then why not at least try? 

What's your favorite business tool or resource? Why?

Last year, I was inaugurated into the Female Founder Collective run by Rebecca Minkoff and can’t be more grateful. This community is filled with the most brilliant and successful women, open to sharing resources and personal experiences. I’ve met a number of friends through this program as well as gained business leads. 

Who is your business role model? Why?

Sara Blakely. She is a true visionary in business. Her story is one I never get sick of reading about, it’s incredible how she started and how much she had to fight people and convince them that she wasn’t crazy. Now basically everyone owns a pair of Spanx. She hosts a MasterClass that is inspiring and offers a true insight into the apparel industry. I would highly recommend taking it.  

What is your beauty routine? What are some of your favorite products?

I am huge on skincare. I’ve figured out my perfect routine to keep my face clear and looking like I had more than four hours of sleep. I always use a moisturizer with SPF in the mornings and a night moisturizer, my favorites right now are Lotus Youth Preserve Moisturizer and Olay SPF15 Moisturizer. Twice a week I use Glossier’s Solution to keep acne at bay.

I rotate between retinol and Hyaluronic Acid to keep wrinkles away and for extra hydration. My makeup routine is very basic, I won’t leave the house without mascara and boy brow from Glossier. If I’m feeling extra I’ll add blush and a black eyeliner from Nars, and maybe a glitter shadow from Pat McGrath. 

How do you balance work and life?

I think “balance” is a myth. I’m never fully shut off because my work is so relevant in parts of my life that aren’t at the office.

What’s your favorite way to decompress?

I have two: cooking and a bath. With cooking, the messier the thing, I’m making the better. It’s the only time I am completely unplugged from my phone and emails, and by having hands covered in food it keeps me from randomly checking for notifications. Same reason I love to take baths, I’m too paranoid I’ll drop my phone in the water so it’s the perfect 30 min to let my body reset. 

How can our readers connect with you?

You can find TITOV @titovlabel on all channels or @mtitova3 on Instagram for my personal life.