The return of Tzarina...or me? By Oli Tzari

The Return of Tzarina

By Oli

After I sold the brand, there wasn’t a single day I didn’t think about it.

I pretended I didn’t care, but the truth is — it haunted me.

Tzarina was never just a business. It was born out of passion, out of beauty, out of a vision I didn’t even realize I carried. Somehow, I was lucky enough to let that vision turn into something others could touch. Through it, doors opened I never imagined existed. People I’d once only seen in magazines so to speak , became part of my world. Tzarina gave me permission to live life on the scale I was always meant to — unapologetic, divine, expansive.

I don’t want to say the brand is me, but it was the mirror that reflected back the part of me I had always known: the part that thrives in beauty, in magnificence, in creation. Without it, I felt naked. Exposed. Like I’d peeled away the very fabric that gave my life texture.

At one point, my family got tired of hearing me talk about it. They said: “Are you going to romanticize this forever — or are you going to take it back?” And in that moment, I realized… why mourn something that was always mine to begin with?

So I took it back.

But this time, it’s different. Not heavier — lighter. Not with more struggle — with more support. Because true luxury is not carrying the weight alone — it’s creating in harmony, with the right hands beside you, leaving space to live, to love, to be loved.

And now? Now we begin again. Sharper, richer, deeper.

A new chapter for Tzarina.

If you’ve been with me before — welcome back. If you’re new — prepare to enter a story.

For those of you who have no idea about the brand and the story of it ( trust me it's quite fascinating) , here is the link for you. 

Yours,

O.I.X