Client Spotlight: Zeynep Gürsoy of Tara Folks
Spotlight on Zeynep Gürsoy, yoga teacher and founder of Tara Folks, an artisanal handbag brand from Istanbul, and her inspiring journey through coaching.
part 1: Focus on Zeynep’s Brand Story
part 2: Zeynep’s Coaching Journey with Maika
Focus on Zeynep Gursoy
What inspired you to start the Tara Folks brand?
I studied at Central Saint Martins London in 2014. My MA Course is called “Applied Imagination in Creative Industries.” It was an interdisciplinary course, and students came from all over the world. We were from different occupations, such as graphic designers, ceramic artists, engineers, and lawyers.
I was surrounded by so many creative people and an inspiring environment that I wanted to create my own brand. I wanted to support something local, something handmade, and something for women.
I studied Industrial engineering in my undergraduate studies, so I did not have knowledge of fashion design, but I then thought,
“Why don't I engineer bags for women who want to look different from the mass and stylish and at the same time support local artisans, craftsmanship, and a woman entrepreneur?”.
Zerylina , best friend at
CSM designed Tara Folks's logo and her first yoga business card
How did you learn to design bags?
I was already back in Istanbul, and while doing my research, I found an incredible woman called Ann Saunders, who later became my forever mentor. I did an online course with her to learn how to design and create my mock-ups. That summer in 2016, we finished my first range of mock-ups in her apartment in the UK.
She published a recent book called “ Design, Manufacture, and Sell Your Own Collection.” I feel honored to be included in that.
How did you start your first collection?
When my mock-ups were ready, I had no network in the industry.
My dad’s business was in dairy production, and no one in my closed circle knew where I could turn them into genuine bags. So, I talked to everyone about my dream.
Then, in one of my check-up doctor visits, my doctor, DR. Hasan İlkova, introduced me to one of his patients, selling some leather manufacturing machines to the industry.
He took me to a few manufacturers, and I eventually convinced one of them to manufacture my first samples.
Serenity Chic Box- Smooth Black
What was one of the biggest challenges when starting TF?
Patience is the key. :)
Everything was a challenge in the beginning.
Creating my own website took forever! The company told me it would be published on, let’s say, this Friday, but then three weeks passed, and it wasn’t finished.
Later, I moved my platform to Shopify. :) At least there is 7/24 support, and everything is automated.
What kind of women purchase your bags?
She is the most beautiful woman not only in how she looks but also in how she lives her life. She has her own values, which influence her decisions and how she leads her life. If she buys something, it means something to her, not because it’s popular.
She cares about her surroundings. She can work in a corporate business, be an entrepreneur, or be a mom. It doesn’t matter; she creates something valuable for the world.
She raises conscious children, cares for environmental issues, and supports small businesses, local artisans, and handmade and sustainable products.
I love your tulip collection (photo above). Where do you find inspiration for your designs?
The tulip symbolizes Istanbul, where I was born and raised. That’s why I wanted to create my own tulip designs in my “come-back collection” after I stopped everything during the pandemic.
I find inspiration from my daily life, my travels, the books I read, the films I watch, and the people I interact with. I look at the world with curious eyes.
My aesthetic and fashion sense come from my mom. I still wear her clothes and accessories from her younger years (I’m wearing her vest in the IG video below).
I used to love to go shopping with her. She has an eye for picking up the best item from the rack in a second, while you search and search for hours and can’t find anything like that.
Zeynep’s MOVIEs ❤️
Gone in the Wind talks about Scarlett’s fight for love and survival during the Civil War, from the idyllic life at the Tara plantation to the harsh realities of Reconstruction.
Recently, I watched Fantastic Planet, a sci-fi movie from the 70s. Boring but inspiring!
Dune (1984 version), where Sting also acts, and I loved to see how young he was at the beginning of his career.
How do you balance your roles as a yoga teacher and CEO of Tara Folks?
Haha :) I am also simultaneously translating my teacher’s training from English to Turkish.
I admit it is hard to balance them. Sometimes, they overlap, and I focus on one business over the other when one business is slow - and your weekly and monthly planning methods help a lot!
Can you take and share a snapshot of yourself now?
How do you like to start the day in an ideal world?
I love my silent and slow mornings.
Ideally, I meditate, do my yoga practice, have a nice breakfast, and tidy my bed and kitchen.
They’re never untidy, and before I open my laptop, I want my mind and environment to be still and silent.
Zeynep’s Favorites of the Moment
I’m reading a German book called Zeitreise Mit Hamster, which means Time Machine with a Hamster. It is about a child trying to bring his previously dead father back.
“Nice breakfast” is a shake for me now; I mix this plant-based protein + greens superfood with a plant-based milk.
A “nice breakfast” could also be a slice of banana bread and tea when I wear my chef hat :)
Zeynep’s Coaching Journey with Maika
What are you most proud of achieving in the two months of working together?
OMG! To clean my audience list was getting bigger and bigger each day in my head. So, I reduced it a lot, mainly leaving my friends, family, customers, and some journalists.
I moved my email platform from Mailchimp to Flodesk.
I started writing newsletters and sending them regularly to reconnect with my community.
I created a Google sheet to see my profit and loss statement in an easier way to understand.
I created another Google sheet to understand the minimum number of bags I can ask a buyer for at wholesale.
As a result of the above, I increased my sales even in two months, and I realized again the limits were in my head.
I’m almost achieving my monthly sales goals :D. 🎉
As you go through the coaching journey, how did this support change things for you?
First, it is great to have Maika around :). I can reach her anytime from Voxer, and we have bi-monthly meetings. I don’t feel alone in my business; it’s like having my small, cozy team.
I get feedback from her that opens different perspectives for me. I feel supported and motivated, and I believe I can achieve my dreams :).
She reminds me that some of my limitations are in my belief systems and are not facts.
For example, I thought cool brands showing photos of women who are not smiling and looking sexier would generate more sales, but now I understand everyone has their own audience and community.
So, I started putting more videos of myself in Tara Folks's IG account and newsletter as I am, sharing myself and my journey sincerely. I don’t hide myself and hold on to myself and my values stronger.
I adopted weekly and monthly planning habits. I can see the time I have, and it relaxes me from the start, helping me work in a more calm state of mind.
At the end of the week, I feel satisfied seeing that I have managed the tasks I prioritized. Plus, I receive gifts from Maika - that makes me so happy, haha :)
What do you enjoy most about your experience working with Maika?
You know you work with PTs at the gym because even though you know the moves and can exercise alone, they motivate and support you. Or you have a therapist who helps you better understand yourself, your emotions, reactions, and responses.
It is the same with Maika. She helps me connect with who the real, authentic Zeynep is.
And once in a while, when I have doubts about my skills, my business, and myself, she reminds me that this is my life journey and how I want to live matters more than the destination.
The ups and downs are part of the process; each teaches us something for our growth.
I like her organization skills, calm mind, and supportive hand and heart.
What would you say to those still considering investing in coaching?
Haha, do it! It took me a while to step into that. I did her small workshops and group coaching and learned that one-to-one coaching works best for me.
This is like an investment in yourself and your business. It is like a master's degree or a travel journey. You see, you try, learn a lot, and share it with like-minded people in the community.
Connect with Zeynep Gursoy:
Website: https://tarafolks.com/
Socials: @zeynmagic and @tarafolks
Yoga classes: Soho House Istanbul and Cihangir Yoga Macka
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About Maika Endo
Maika mentors heart-centered, impact-driven entrepreneurs to build the foundations of their businesses with her signature Intentional Business Building™ method. Her holistic approach integrates the entrepreneur mindset, marketing strategies, and systems to help create sustainable changes and long-lasting results. Her lifelong passion for the human psyche, healing arts, and personal growth led her to mentorship and coaching. She’s French-born in Japan and currently lives in Istanbul with her family.
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