About Mums in Heels2018-09-17T15:32:41+00:00

About MUMS IN HEELS

Mums in Heels is a creative content studio dedicated to telling great stories and helping burgeoning and established brands connect with their audience and sell more through original fresh content and visual narratives.

Our mission is to empower brands by helping them reach crafted clarity, communicate their strengths and values, become able to interact with their audience creatively and genuinely and thus fully realize the brand potential.

We believe in relationships because they matter beyond one–time sales and that’s what creates a strong brand with long-term impact.

We create content from ideation to finish (and everything in between). We believe in the power of story, the importance of collaboration, and playing at least as hard as we work.

About Mums in Heels - Team on set

About Mums in Heels

About Mums in Heels - Team on set

Mums in Heels is a creative content studio dedicated to telling great stories and helping burgeoning and established brands connect with their audience and sell more through original fresh content and visual narratives.

Our mission is to empower brands by helping them reach crafted clarity, communicate their strengths and values, become able to interact with their audience creatively and genuinely and thus fully realize the brand potential.

We believe in relationships because they matter beyond one–time sales and that’s what creates a strong brand with long-term impact.

We create content from ideation to finish (and everything in between). We believe in the power of story, the importance of collaboration, and playing at least as hard as we work.

ABOUT Tsitaliya Mircheva-Petrova

About Mums in Heels - Tsitaliya Mircheva Petrova

Hello, I am Tsitaliya

  • a writer
  • a mum
  • a brand strategist
  • a digital influencer
  • an ex-journalist and a TV presenter
  • the owner & a creative director of Mum in Heels

After interviewing many amazing self-made women, whose stories I’ve shared on radio, TV and in fashion magazines, after listening to what they care about, how they live and how they consume fashion and make purchase decisions, I decided to create a one of kind Brand Boutique that helps businesses understand and engage with their customers in a meaningful and authentic way, while building impact and making their dreams come true.

About
Tsitaliya Mircheva-Petrova

About Mums in Heels - Tsitaliya Mircheva Petrova

Hello, I am Tsitaliya

  • a writer
  • a mum
  • a brand strategist
  • a digital influencer
  • an ex-journalist and a TV presenter
  • the owner & a creative director of Mum in Heels

After interviewing many amazing self-made women, whose stories I’ve shared on radio, TV and in fashion magazines, after listening to what they care about, how they live and how they consume fashion and make purchase decisions, I decided to create a one of kind Brand Boutique that helps businesses understand and engage with their customers in a meaningful and authentic way, while building impact and making their dreams come true.

I am a citizen of the world,
on a mission to help women with a vision like yours
uncover your iconic one of a kind brand!

1 Early Beginnings

From a very early age, I dreamt of becoming a journalist. I wrote my first article, published in the local newspaper when I was 13. The topic was What makes a 13-year-old her own kind of person… I remember I spoke about my crush on Harley Davidson motorbikes and my dream to travel the world and interview famous people. Years later I applied and was admitted to study Mass Communications and PR at the Sofia University. In the second year I started an internship at the National Radio and upon graduating I moved to work at the Bulgarian National Television.

One thing you may not know about journalists is that they develop a great instinct for people. They can read your gestures, facial expressions and your personal style up to the very last detail in order to figure out who you really are before they decide whether to trust you.

In my 15-years career as a journalist, I’ve interviewed hundreds of people around the world. I’ve lived on three continents and started from scratch more than once. Besides becoming very adaptable to change I also became quite good at understanding people’s behaviour.

In branding that is extremely important especially when looking to understand different audiences and develop those buyers personas.

The difference between a business and a brand is that a business sells lamps, a brand sells light and an illuminated life.

2 New York • Africa • Switzerland

At the age of 26, I moved to NYC where I found a job at a Personal & Brand Image company, running the whole NY Fashion Weeks. I learned two things there. First how to run a fashion show and how crucial were the lights, the makeup, the hairstyle and the creative direction for the overall impression and the success of the show, and second, the importance of the story that adds the layers and meaning to a one-minute runway.
I remember I loved observing women during and after the show, the effect those performances had on them beyond the beauty of clothing. During those fashion weeks, I learned that women needed a lot more than just the latest trend dress. Women wanted to dream and to feel that they can achieve their dreams when they wear that dress.

After NYC, together with my husband, I moved to Africa and that’s where I tried for the first time filming and writing and taking pictures to tell stories. Some of them were published, others not.

A few years later we moved to Switzerland and I went back to freelancing as a journalist and writer. I was hired as an editor at NU ICONS, a Swiss Fashion Magazine where after a year, I finally realized it was time for me to become my own boss. My family dynamic has also changed a lot becoming a mom of two, so I wanted to stay flexible with my time.

3 Mums in Heels Blog

I started a blog with the idea to build a media network with a youtube channel and a podcast, which is about to happen very soon. But I also re-discovered an old passion of mine – Branding and Image making. I started helping friends with their website copy and their professional image on social media. For me, the most exciting part was to be able to give them the permission they needed to stand out and step into their own spotlight. For them, that meant that they can become whoever they wanted to be.

Looking back at my own life and experience I’ve learned the real meaning of individuality and started appreciating and valuing personal style, original thinking and people with ideas and imagination, who were able to see the poetry in life. Now I wanted to do that for companies. I wanted to build meaningful, honest and elegant brands that touched their audiences and had an impact on their lives. With that naturally comes more visibility and accelerated biz growth.

5 What you may not know about me

  • I was born in a small town in Bulgaria, lived Sofia, in NYC, Kitwe, Zambia and now in Zug, Switzerland.
  • I speak three languages, English, German and Bulgarian. I’ve studied French and Russian at school but never really used it actively.
  • I am really bad with numbers. I let someone else take care of it.
  • I am a very enthusiastic and very curious person. As a child, I used to read for hours and some of my favourite books were Anna Karenina, Gone with the Wind, Jane Eyre.
  • I’ve always been a sportive gal, I’ve trained karate, gymnastics and synchronized swimming.
  • I am a dreamer and I like to make plans, but I also love surprises and I have a very adventurous spirit. I once bungee jumped over the Zambezi river near the Victoria Waterfalls.
  • I love chocolate, I eat it every day and experiment with all new tastes and vegan variations.
  • I am truly blessed to have a business that allows me the flexibility to travel and live my passion. Many cultures have shaped and influenced who I am.

4 Branding Strategist

Branding creates clarity and helps business owners understand their company from the inside out. It connects their values and vision with the way they do business, it internalizes their strengths and helps them build their own confidence in what they do and how they do it

Here is what in my humble opinion makes a great brand strategist:

  • Good reading and understanding of people
  • Strong analytical skills
  • Good knowledge in research
  • The ability to capture an idea in visuals and words
  • Imagination
  • Storytelling skills
  • Communication skills
  • The instinct to motivate and inspire

More than a brand strategist, I am deeply passionate about what motivates and sparks people’s creativity and how they can manifest their deepest desires in their lives.

About Mums in Heels - Tsitaliya working on her Mac

1 Early Beginnings

From a very early age, I dreamt of becoming a journalist. I wrote my first article, published in the local newspaper when I was 13. The topic was What makes a 13-year-old her own kind of person… I remember I spoke about my crush on Harley Davidson motorbikes and my dream to travel the world and interview famous people. Years later I applied and was admitted to study Mass Communications and PR at the Sofia University. In the second year I started an internship at the National Radio and upon graduating I moved to work at the Bulgarian National Television.

One thing you may not know about journalists is that they develop a great instinct for people. They can read your gestures, facial expressions and your personal style up to the very last detail in order to figure out who you really are before they decide whether to trust you.

In my 15-years career as a journalist, I’ve interviewed hundreds of people around the world. I’ve lived on three continents and started from scratch more than once. Besides becoming very adaptable to change I also became quite good at understanding people’s behaviour.

In branding that is extremely important especially when looking to understand different audiences and develop those buyers personas.

The difference between a business and a brand is that a business sells lamps, a brand sells light and an illuminated life.

2 New York • Africa • Switzerland

At the age of 26, I moved to NYC where I found a job at a Personal & Brand Image company, running the whole NY Fashion Weeks. I learned two things there. First how to run a fashion show and how crucial were the lights, the makeup, the hairstyle and the creative direction for the overall impression and the success of the show, and second, the importance of the story that adds the layers and meaning to a one-minute runway.
I remember I loved observing women during and after the show, the effect those performances had on them beyond the beauty of clothing. During those fashion weeks, I learned that women needed a lot more than just the latest trend dress. Women wanted to dream and to feel that they can achieve their dreams when they wear that dress.

After NYC, together with my husband, I moved to Africa and that’s where I tried for the first time filming and writing and taking pictures to tell stories. Some of them were published, others not.

A few years later we moved to Switzerland and I went back to freelancing as a journalist and writer. I was hired as an editor at NU ICONS, a Swiss Fashion Magazine where after a year, I finally realized it was time for me to become my own boss. My family dynamic has also changed a lot becoming a mom of two, so I wanted to stay flexible with my time.

3 Mums in Heels Blog

I started a blog with the idea to build a media network with a youtube channel and a podcast, which is about to happen very soon. But I also re-discovered an old passion of mine – Branding and Image making. I started helping friends with their website copy and their professional image on social media. For me, the most exciting part was to be able to give them the permission they needed to stand out and step into their own spotlight. For them, that meant that they can become whoever they wanted to be.

Looking back at my own life and experience I’ve learned the real meaning of individuality and started appreciating and valuing personal style, original thinking and people with ideas and imagination, who were able to see the poetry in life. Now I wanted to do that for companies. I wanted to build meaningful, honest and elegant brands that touched their audiences and had an impact on their lives. With that naturally comes more visibility and accelerated biz growth.

4 Branding Strategist

Branding creates clarity and helps business owners understand their company from the inside out. It connects their values and vision with the way they do business, it internalizes their strengths and helps them build their own confidence in what they do and how they do it

Here is what in my humble opinion makes a great brand strategist:

  • Good reading and understanding of people
  • Strong analytical skills
  • Good knowledge in research
  • The ability to capture an idea in visuals and words
  • Imagination
  • Storytelling skills
  • Communication skills
  • The instinct to motivate and inspire

More than a brand strategist, I am deeply passionate about what motivates and sparks people’s creativity and how they can manifest their deepest desires in their lives.

5 What you may not know about me

  • I was born in a small town in Bulgaria, lived Sofia, in NYC, Kitwe, Zambia and now in Zug, Switzerland.
  • I speak three languages, English, German and Bulgarian. I’ve studied French and Russian at school but never really used it actively.
  • I am really bad with numbers. I let someone else take care of it.
  • I am a very enthusiastic and very curious person. As a child, I used to read for hours and some of my favourite books were Anna Karenina, Gone with the Wind, Jane Eyre.
  • I’ve always been a sportive gal, I’ve trained karate, gymnastics and synchronized swimming.
  • I am a dreamer and I like to make plans, but I also love surprises and I have a very adventurous spirit. I once bungee jumped over the Zambezi river near the Victoria Waterfalls.
  • I love chocolate, I eat it every day and experiment with all new tastes and vegan variations.
  • I am truly blessed to have a business that allows me the flexibility to travel and live my passion. Many cultures have shaped and influenced who I am.
About Mums in Heels - Tsitaliya working on her Mac

I believe if you dream it, you can do it!

I believe if you dream it,
YOU CAN DO IT!

This is why I combine my Iconic Branding Strategies with my skills to motivate and inspire helping you find that moment of glory in your story that demystifies your personal journey and unfolds your talents to serve others.

Branding can transform not only your biz but your life too! Taking this journey together, you will become aware of experiences and events in your life you may have never paid attention to.

That’s what owning your story is about! Once you start owning your story you can start owning your life!

While branding is often simplified to something like a logo and a website design, I prefer to dive deep into your personal story, your vision and values, your style helping you create a clear signature and content plan to achieve your goals.
My studies and practical experience in storytelling, copywriting, personal image management, supports our work in building a high-end iconic brand.

This is why I combine my Iconic Branding Strategies with my skills to motivate and inspire helping you find that moment of glory in your story that demystifies your personal journey and unfolds your talents to serve others.

Branding can transform not only your biz but your life too! Taking this journey together, you will become aware of experiences and events in your life you may have never paid attention to.

That’s what owning your story is about! Once you start owning your story you can start owning your life!

While branding is often simplified to something like a logo and a website design, I prefer to dive deep into your personal story, your vision and values, your style helping you create a clear signature and content plan to achieve your goals.
My studies and practical experience in storytelling, copywriting, personal image management, supports our work in building a high-end iconic brand.

We TEAM UP

We TEAM UP