Scentbird’s Mariya Nurislamova: Free-spirited Entrepreneur and Scent Aficionado

Mariya Nurislamova is the very youthful, Russian-born CEO and co-founder of Scentbird – a revolutionary, “try-before-you-buy” service for perfume.

Mariya’s mingled interest about both the effect of smells on mood and technology (she has a degree in Applied Mathematics, Computer Science and Marketing) makes her the obvious founder for this 21^st century blend of eCommerce and the ancient science of scents.  In fact, her devotion to this realm goes further: she would rather use aromatherapy than swallow pills for healing.

Mariya is a serial entrepreneur, with eclectic past ventures that are still going strong:  prior to starting Scentbird, she founded Neuvey – a digital agency with a focus on web and graphic design for small business and startups;  co-founded Beta Week, an invite-only IT conference in Russia; started Missionelle (an event management platform for beauty-conscious women);  and taught speed-reading classes in NYC.

Mariya is part of the current Entrepreneurs Roundtable Accelerator cohort, and we took a break from our regularly scheduled accelerator mentor meeting to talk about things other than customer acquisition, revenue models and investor pitches.

Who are your heroes?
Four come to mind:

• • • Steve Jobs  – for teaching me how to challenge the status quo and never give up
    • Elon Musk – for composure and ability to defy what’s currently possible
    • Mary Poppins – for jaw-dropping management ability
    • Walt Disney – for giving new life to the term “magical”

What is your current challenge?
Pitching a very female-oriented business to male investors.

Your greatest achievement is? 
Hosting an all-day IT conference in 5-inch heels.

What is your motto? 
“In a world where you can be anything, be yourself.”

Why are you an entrepreneur? 
I could not shake this off, no matter how hard I tried. Some people are just not meant to follow a structure unless they have built it themselves.

What problem are you solving? 
Scentbird is on the cusp of the new trend in e-commerce: “try-on commerce.” Much like Warby Parker shook up the eyeglass industry with a “try before you buy” proposition, we are disrupting the beauty industry. We combine technology with our “PerfectScent” recommender, powered by 300,000 authentic reviews – resulting in the magic of trying perfume in the comfort of your home, smelling it on your skin, and the social experience of asking your friends. 

What problem would you like solved? 
Email inbox clutter.

Biggest regret? 
Not learning how to code as a kid.

Which talent would you like to have? 
To read minds!  I also wish I could fly.

Best pat on the back you’ve ever received? 
When one of my best friends named her daughter after me, saying that she wishes her kid grows up to be “just like aunt Mariya.”

Advice you wish you’d had (or had followed)? 
I heard a lot of words of caution from people when I started as an entrepreneur. The smartest people I knew assured me I was too young, too naïve and too inexperienced to succeed. I was told to stop dreaming and get a “real job.” Instead, I wish somebody just came up to me and said: “Stop contemplating. You got this.  Just do it already.”

Your pitch in 140 characters? 
“Scentbird brings the magic of perfume shopping to your living room: best designer perfumes, 5 days to try, pay only for what you keep.” 

The Twitter follower you can’t live without? 
Does my dad count?

Your nails on a chalkboard moment? 
Socks and flip-flops.

The job you’d actually love? 
A shrink — no joke. If I weren’t an entrepreneur, I’d totally be a psychiatrist.  You know, the Josef Breuer or Sigmund Freud type.  What could be better than being paid to talk to strangers?

Biggest misconception about being an entrepreneur is? 
The overnight success myth. I know a ton of successful entrepreneurs, and not one of them just “got lucky.” Hard work pays off.

Inc. or Rolling Stone or…..? Which magazine cover? 
Forbes and Vogue.  Ideally, in the same month. 

What are you reading? 
Currently, a good old branding staple called Eating the Big Fish by Adam Morgan. Great read for anyone who is trying to disrupt an existing industry with little cash on hand.

What book is your must-read? 
The Power of Habit: Why We Do What We Do in Life and Business , by Charles Duhigg.

What book did you read which would have been put to better use as a doorstop?
I would never have the patience to finish writing a book, so will have to pass on making judgments about other people’s work.

If I wanted to do what you’re doing…what’s your advice? 
Get comfortable with the idea that you will fail, and will fail quite often. Get used to the fact that failing sucks, and you will be in the first row to witness just how much it does. The key is to focus on getting up, dusting yourself off and moving forward. Eventually, the universe will give you a break. After all, you never lose, unless you stop fighting.

What conference would you like to keynote? 
SXSW. 

Short cut, long route, road less travelled? What’s your roadmap? 
A scenic route.  Not a short one, but enjoyable every step of the way.

Podium you’d like to stand on?
Stanford commencement address.

One place in time you’d like to visit? 
Ancient Egypt in the times of Cleopatra. The Nile Valley must have been very fragrant then, since Cleopatra allegedly ordered the ships of her sails to be drenched with the oils of rose and neroli,  so that  onlookers could both see and smell her presence.

Part of the trick to staying focused is? 
Working in 45 minute intervals, with 15 minute breaks.  The trick is to resist all distractions and urges during the 45 minute chunks – no texting, Tweeting or bathroom breaks.

One last thing: (what’s the question I should be asking you? 
How to win a free perfume from Scentbird?