For Siuzanna Gaidukova, entrepreneurship has always been about more than building a business. It is about storytelling, craftsmanship, and creating meaningful connections. The founder of Bagatico, a handmade bags brand, Siuzanna started the venture driven by a fascination with artisanal products and the stories they carry. “I wanted to create something that not only looked beautiful but also reflected mindful creation, connecting design, sustainability, and individuality,” she shared.
Launching Bagatico came with its fair share of challenges. Running a small independent brand meant wearing many hats, from product design and marketing to logistics and customer service. The biggest hurdle, Siuzanna explained, was balancing creativity with structure. Ensuring consistent quality, meeting production timelines, and building brand visibility with limited resources demanded resilience and adaptability. Yet these challenges proved invaluable. They taught her that entrepreneurship is as much about discipline and data driven decision making as it is about creativity.
“Running Bagatico pushed me to think strategically and act decisively,” Siuzanna reflected. The experience honed her leadership skills, enhanced her ability to negotiate partnerships, and deepened her appreciation for the intersection of storytelling, branding, and customer loyalty. These lessons continue to shape how she approaches new opportunities, whether in business or academia.
Bridging Creativity with Analytics
Beyond entrepreneurship, Siuzanna has gained professional experience in business process analysis and digital marketing, blending analytical rigor with creative insight. “I have learned to translate complex data into actionable strategies while still preserving the human touch,” she explained. Balancing creativity with data driven decision making has become a cornerstone of her approach, allowing insights to guide decisions while imagination brings them to life.
The SMU MIM Experience
The next chapter of Siuzanna’s journey led to the SMU Master of Science in Management (MIM) programme. Drawn to its interactive learning environment and global perspective, she found the programme offered the perfect balance between academic rigor and practical application.
Courses in Accounting, Strategy, and Managing People and Organizations pushed Siuzanna to think critically and apply knowledge strategically. A standout experience was the Glo Bus real business simulation, where teams managed competing firms in a dynamic market environment. The project required continuous analysis of competitors and strategic adjustments across pricing, marketing, operations, and financial planning. “It gave me a much clearer, real world understanding of how a company operates end to end,” she shared, highlighting how interconnected business decisions shape overall performance.
Collaborative projects with classmates from diverse industries and cultural backgrounds further strengthened her leadership and problem-solving skills. Working in multicultural teams taught her the importance of cross-cultural communication, adaptability, and inclusive leadership. Taking on responsibilities such as coordinating tasks and managing deadlines helped her learn how to balance accountability with collaboration, reinforcing the value of teamwork in achieving strong outcomes.
“Every discussion is dynamic, and student driven,” she noted. SMU’s hands-on learning environment built confidence, sharpened analytical thinking, and encouraged her to challenge assumptions and ask better questions, skills she views as essential in today’s fast changing business landscape.
Global Exposure at IE Business School
A transformative overseas segment at IE Business School in Spain allowed Siuzanna to dive deeper into Luxury Brand Marketing, aligning closely with her career aspirations in the fashion industry. Beyond academic content, IE emphasized entrepreneurial thinking and open-ended problem solving, often with no single right answer. This experience reshaped how she approached uncertainty and innovation.
When she returned to SMU, Siuzanna became more comfortable proposing unconventional ideas in class discussions and strategy projects, as well as navigating ambiguity in team settings. Living in Spain also provided cultural immersion and language practice, while offering firsthand insight into how European luxury brands balance heritage with innovation.
“The combination of SMU’s analytical, structured approach with IE’s creative and international perspective has made me more agile, curious, and open minded,” she shared.
Looking Ahead
As Siuzanna steps into the next phase of her career, the focus is clear. She aims to continue growing in luxury marketing, particularly within the fashion sector, contributing to brands that value authenticity, creativity, and innovation. The SMU experience strengthened both her analytical mindset and entrepreneurial way of thinking, teaching her to be data driven while remaining adaptable, resilient, and forward-looking.
She offers this advice to aspiring professionals: “Stay curious and courageous. Every challenge teaches you something valuable, and every risk opens new possibilities. Do not wait for the perfect moment. Take the first step and learn along the way.”
From handcrafted bags to global classrooms, Siuzanna Gaidukova’s journey illustrates how passion, discipline, and global perspective can turn ideas into impact, and how learning continues well beyond the classroom.
