Meet Tory Zamakhovskaya

We had the good fortune of connecting with Tory Zamakhovskaya and we’ve shared our conversation below.

Hi Tory, what’s your definition for success?
Success for me is to have the freedom to be able to visit family or go somewhere whenever I want. To not have debt and just live comfortably. To have happy customers and knowing that my product made someone smile that day.

What was your thought process behind starting your own business?
I’m someone who doesn’t put much time into planning outfits—I’m usually in jeans and a t-shirt. But I believe everyone deserves to feel confident and cute, even without much effort. I wanted to create something for busy moms, office workers, adventure-seekers—really anyone—so they could add a little something special to their look without overthinking it. That’s how I landed on the idea of functional yet stylish hair accessories, like cute wristbands that double as durable hair ties.

Starting my own business has always been a dream, but I used to find reasons to hold myself back. I’ve been working in a corporate job, but over the past few years, I’ve felt a growing urge to create something of my own. Then, earlier this year, my mom was diagnosed with cancer, and that changed everything. After her surgery, all I wanted was to be by her side, but I kept hearing, “Don’t use all your PTO.” It broke my heart because I didn’t care about PTO—I cared about being with my family. That moment became the push I needed to finally take the leap. I want the freedom to prioritize my family and life on my own terms, and building my own business is the path I’ve chosen to make that possible. I do want to state that the company I work with has been extremely supportive with what I’m going through with my family.

As for the idea itself, I’ve always been passionate about hair. I believe a good hair day can completely transform someone’s confidence. I love trying out oils, products, and experimenting with my hair (yes, even trimming split ends during long Zoom calls!). I always have a hair tie on me, usually a boring black one. But after researching and testing different designs, I found some that are both cute and functional—and I knew this was my chance to bring that idea to life.

Risks:
I believe that taking risks is essential for growing in your career. Without risk, there’s no reward. While I tend to approach risks more conservatively than some, stepping outside the traditional career path feels like a significant leap for me. I remind myself that, just like a garden, things flourish when you invest time and care into them. Taking this risk is my way of nurturing something new and watching it grow.

What is the most important factor behind your success / success of your brand?
The most important factor behind my success—and the success of my brand—is building a genuine connection with my customers while delivering a high-quality product. I want every customer to feel like they’re wearing something a little special on their wrist. Hair ties don’t have to be plain or just functional; they can be stylish, expressive, and fun.

How to know whether to keep going or to give up?
I think every business owner faces this question, especially in the early stages when income isn’t steady. As someone in my first year of business, I wrestle with this often. It’s easy to justify sticking to a traditional career path—it’s stable, predictable, and comfortable. But when I feel like giving up, I remind myself why I started this journey in the first place: to build something that’s truly mine.

I think of my business like a garden—the more effort and care I put into it, the more it will grow. Before deciding whether to give up, I ask myself if I’ve truly made the effort. For me, giving up isn’t an option until I’ve exhausted every possibility. I’m stubborn that way.

It’s also important to remember that success looks different for everyone. For me, success means having the freedom to make my own choices—like being able to visit family whenever I want, without asking for permission. That vision keeps me going.

Work life balance?
Work-life balance is so important. If you’re constantly thinking about work, you risk losing both your inspiration and the passion that motivated you to start in the first place. While it’s definitely a challenge with a new business, I’ve made it a priority to set boundaries.

For example, when I’m at the table eating with my boyfriend, friends, or family, I don’t talk about business or check my phone for work-related updates. There are also specific places in my home—like the family room and bedroom—where I don’t bring my computer or do any work. Those spaces are strictly for relaxing and recharging.

These small but intentional boundaries help me stay focused, avoid burnout, and maintain the joy in both my work and personal life.

What makes you happy? why?
So many things make me happy! One of my favorite places to be is by the beach. Listening to the waves, exploring tide pools, and walking in the sand—it’s incredibly peaceful and grounding.

Food is another big source of happiness for me. I love cooking and experimenting with new recipes, but what really makes me happy is seeing people’s reactions when they enjoy something I’ve made. It’s so rewarding! I also love going out to restaurants and trying dishes I’ve never made before or don’t often cook. The whole experience—exploring flavors, sharing meals, and discovering new favorites—brings me so much joy.

Why did you pursue an artistic or creative career?
I’ve been creative for as long as I can remember. My mom loved drawing and painting, and her passion inspired me from a young age. Honestly, I’ve always felt more at home creating art than writing essays—it’s just how my brain works!

For me, being creative is about letting my imagination flow, and I can’t stick to just one medium. I went to school for Graphic Design and built a career out of it, but at home, I love exploring other forms of art like drawing, wood burning, and coloring. There’s something so calming and satisfying about bringing an idea to life from nothing. It’s a feeling I can’t fully explain—just pure peace and fulfillment.

What should our readers know about your business?
I got to where I am today by doing a lot of research and leaning on resources like SCORE: Business Mentoring, a program that helps new business owners by answering questions and providing guidance. The journey has been anything but easy—there’s a steep learning curve, and I’m still constantly researching and seeking advice to improve and grow.

One of the biggest lessons I’ve learned is that anyone can start a business. It’s not easy, but with enough passion, persistence and support, it’s absolutely possible. Khoade is a reflection of me—I’ve always loved hair and hair accessories and it just seemed like the perfect fit for me.

What I want the world to know is that my brand is all about bringing a little joy and confidence to people’s lives, one hair tie at a time.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Monday – Brunch at Sugar and Scribe in La Jolla, go to the beach and relax, home for dinner Tuesday – Brunch at home, definitely going to Old Town
Wednesday – Walk around Balboa Park and definitely go to the zoo. The SD Zoo is the best.
Thursday – Today is Point Loma day. Hit up Liberty Station and walk around the market, then take a walk by the water. Then go to Mitch’s seafood for a bite to eat and hang out by the harbor.
Friday – Hang out in Pacific Beach. Explore the different bars and restaurants and take a walk on the Boardwalk.
Saturday – This is for sure a downtown day. Check out the seafood market in the morning at Seaport Village then check out the little shops and get some food. At night going to the Brigatine that’s right on the water and then going to Moonshine Flats for some country dancing fun and then walking around downtown.
Sunday – Adios friend I need some rest.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Huge shoutout to my boyfriend. He’s been so supportive through this entire experience. My ups and my downs he’s always there to help me with what I need. My family (obviously). Even with everything we are going through they have provided so much love and support.

Website: https://khoade.com/

Instagram: https://www.instagram.com/khoade_/

Facebook: https://www.facebook.com/profile.php?id=61552271410932

Image Credits
Photos: Justin Litchfield