Originally from southern Russia, Veronika’s home town of Krasnodar is the capital city of the region and lies on the banks of the Kuban river, near the Black Sea.
A chance meeting with tourists from Geneva five years ago inspired Veronika to move to Switzerland and continue her studies abroad.
Veronika took up linguistics at Geneva University unaware that she would go on to forge a life for herself in a city where the first language is ‘cosmopolitan’. Veronika takes up her story, explaining her reasons for the move; “I was able to transfer my studies” she explains. I wanted to move to this region because I love French and dreamt of learning the language and getting to know the culture from the inside out. Initially, I had only planned to stay here for one year.”
A MOVE ABROAD WAS "TERRA INCOGNITA" Coming from a close family, Veronika’s decision to leave for Europe was not initially well received by her relatives. For them it was ‘terra incognita’ – unfamiliar territory. “People my age were supportive but my parents were against my decision at first. They didn’t understand why I was leaving to look for something they believed I could find at home. There was a sense that I was rejecting them and that I was unpatriotic.
However, other young people are taking advantage of study programs abroad, like I have done, and then returning to Russia with what they’ve learnt and changing things. To be honest, I am too ‘old’ for Russia – because I’m not married and don’t have children; I’m seen as an old maid. In Switzerland I feel free. I can live my life without anyone telling me what to do.” I asked Veronika what her first impressions of Switzerland had been; “Everyone is incredibly polite. People smile at you in the street, and I find that very welcoming. Everything is so well organized here - you know exactly how long something will take and who to contact. In Russia, everything depends on who you know. The Swiss approach to money is also different: in Moscow, which is a very rich city, people wear their wealth on their sleeve, and the culture of money is not the same. Here it is much more understated; wealth is more ‘accepted’, and it seems to go hand in hand with the right to live well. That ‘right’ is one of the things I find fascinating about Switzerland.”
FIGHTING TO AVOID STEREOTYPES As someone so at home in Switzerland and so well assimilated, I was interested to know how Veronika had been welcomed in her adopted country; “Generally I have been extremely well- accepted and made to feel very welcome. The Swiss are very open towards foreigners and there are definitely lots of opportunities here. However, I have also come across prejudice because of my nationality. There a quite few girls from Eastern Europe who come abroad and find themselves working in disreputable industries, and the trend for ‘Russian brides’ means that any young Russian woman has to work hard to avoid being categorized in that way.” Breaking down stereotypes is something Veronika is keen to do; “Russians see Switzerland as a small, rich country famous for the usual things: skiing, banks, watches. It’s seen as a kind of ‘Eldorado’, where one can enjoy a good quality of life. The Swiss seem to have an equally stereotypical view of Russians, especially Russian women, who they think want to marry westerners for papers and money. Certainly I feel I have had to fight harder to prove myself because of that.” I wondered if, as how the two fared in reality; “Once you get to know them, Russians are very warm – as soon as you win their confidence you are treated like family, and they will do anything for you – you could move in with them, anything. The Swiss are not like that – they are very private. There is more of a culture of individualism here, the Swiss are less likely to get involved in other people’s lives, perhaps for fear of interfering.”
A SHARED HERITAGE At first glance the differences between the two countries seem vast, but on closer inspection there are striking similarities, not least their shared cultural heritage; “Culturally, Russia is very close to France – in the 18th and 19th centuries the Russian aristocracy spoke French as a result of undertaking the ‘Grand Tour’ of Europe, as well as other factors such as Catherine the Great’s admiration of Voltaire, which led to a cultural exchange with the writer. The influence of French literature has been enormous, and it forms an integral part of Russian culture today. The Revolution also links Russia to Switzerland – Lenin settled in Geneva in the early 1900’s as a political immigrant and before that Russian immigrants in the 19th century came to Geneva, although there is no trace of them now as they have completely assimilated. In all, the Russian aristocracy in particular brought a lot to Switzerland both in terms of money, and culture.” Today, the two countries are forging links once again.
As the West continues to exert its influence in Russia, the country is changing. I asked Veronika about the mood of the younger generation - whether there is a sense of excitement or of frustration, and how they are managing to blend the new with the old.
“There is a strong desire to find a balance between welcoming Western influence, without losing our sense of heritage – a way of marrying the old regime with the introduction of Western ways. It is overwhelming.
Many people have never been out of Russia. My mother made her first trip here only last month; it was the first time she’d been abroad, and I had already been living here for three years. All the money is in Moscow, not in the provinces. After Perestroika, the general mood of the country was one of excitement. Now people are deflated as they realize it is going to take many years to build the country up. Politically, people generally support President Putin and what he is trying to do, although he receives criticism from younger people and the intelligentsia are more or less against him, mainly because he is ex-KGB. Having said that, we needed a strong leader. Moscow is a very vibrant place right now, there are lots of opportunities, but the whole country can’t live in Moscow.”
THE DAWN OF A NEW ERA Russia has seen much change over the past decade.
As a new era establishes itself, I asked Veronika, as a member of a generation witnessing great transformation how she envisages the future of her country; “Russia has a desire to change. With Swiss ‘savoir faire’ combined with their monetary power, the two countries can forge a great relationship. Currently, in terms of manufacture and industry, Europe is stagnating economy; there is a need for new markets, and Russia represents a world of opportunity. To gain its place in the world both economically and culturally, Russia can only develop by working in partnership with other countries, and Russians need to understand that. I think people are embracing change - after the fall of the USSR it was ‘everyone for himself’.
Now the view of the state is changing - it does now work towards protecting people, and helping them, which of course is essential for business development.
As a truly modern woman brought up amidst the remains of an outmoded regime, Veronika is elegantly balancing her Russian heritage with the emergent values that her country will surely come to inherit. The double life of Veronika Karyuk is a successful one, achieved by her enquiring mind and open spirit.
VERONIKA KARYUK IS EMEA MANAGER FOR OLILAB, A GENEVA-BASED CONSULTING FIRM THAT PRINCIPALLY SUPPORTS START-UP COMPANIES AND PROJECTS IN INDUSTRY. HERE SHE EXPLAINS HER ROLE AND HOW THE FIRM WAS FOUNDED, LIKE SO MANY SUCCESSFUL BUSINESSES, OUT OF ONE MAN’S VISION. WHEN WAS OLILAB CREATED? The Russian branch of our activity is very new and in fact was only established last year, in 2005. It was founded when our company director and I returned from a venture fair in Russia and we noticed a distinct lack of support for ideas; Russian companies need help and support of the kind that can’t be found in Russia. We currently work in and around Moscow, but also in Oural, in the Republic of Tatarstan.
WHAT DOES OLILAB DO AND WHAT DOES YOUR ROLE ENTAIL? We help companies launch industrial products, finding them suppliers and solutions. We assist with management, and find openings and opportunities for their ideas. In particular we work with new technologies and help organize production and distribution.
We work with Swiss, American, French and Russian companies and deal with US rights, Swiss law and Russian commercial law. Essentially we help businesses to industrialise and commercialise.
HOW DID YOU GET THE JOB? I was offered the job when I was working as a secretary for a local business. I met my future boss because he wanted to learn Russian; he is a man with a vision and at the time was hoping to start a business in Russia that could help projects or start-up companies in industry, and invited me to join him.
WHAT ROLE DO YOU PLAY IN STRENGTHENING BUSINESS LINKS BETWEEN SWITZERLAND AND RUSSIA? I travel a lot and meet people. I like the fact that I am having an impact helping my country to progress and change. My role demand open-mindedness towards both people and others cultures - I am the intermediary between the two.
WHAT DO YOU LIKE BEST ABOUT LIVING IN GENEVA? I love the mix of lake and mountains, sailing in summer and ski in winter. I like walking and I appreciate the countryside here. I also like the fact that we’re in the heart of Europe and can easily travel to other countries – the world is open to you.
WHAT DON'T YOU LIKE ABOUT THE CITY? The permanent roadworks!
WHERE'S YOUR FAVOURITE SPOT IN THE CITY? I love the Parc Moillebeau in Servette.
WHERE DO YOU GO OUT? Chat Noir in Carouge or the Demi Lune in the old town.
