People who know global nomad Daria Veledeeva say she’s a dynamo. Although only in her twenties, she has already had an impressive career as an editor at Russian glossies such as Marie Claire and Vogue. She’s now the editor-in-chief of not one but two magazines: Yoga Journal Russia and, as of March 1st, the Russian edition of Harper’s Bazaar. Daria stays grounded in her busy Moscow life with the aid of her yoga practice. Our own Tusha Yakovleva sat down to talk to her about yoga, the magazine, and how they both have found their place in Russia.
How did you develop an interest in yoga? How important is yoga in your daily life?
I started doing yoga a year before the launch of Yoga Journal. So I was happy to get a chance to learn more—together with my readers. Yoga is definitely an important part of my daily life—even if I don’t go to yoga studio one day, I practice at home. And every time I travel I take my mat with me.
What are the magazine’s demographics?
Since we are the first magazine on the market which speaks not only about yoga itself, but also about well-being and even philosophy, our reader is well-educated, successful and curious enough to learn some new things, not only about fashion or beauty. They are craving some real substance, and they really care about the true meaning of life.
What percentage of the articles are translated from the U.S. edition and what percentage is original content?
It varies from issue to issue, but it’s roughly 50/50.
What’s your favorite article that YJ Russia published?
My favorite article is always the latest one. In our May issue we published a story in our Inner Voice section about true mental freedom. We are attached to so many things in our life and these connections sometimes ruin everything. We often believe that there’s only one way to happiness for us and don’t even notice other possibilities. So the article is all about breaking the borders.
Yoga Journal has a travel section. How do you pick the destinations? What sort of travelers are you catering to?
We write both about yoga retreats and spiritual places. Every time it’s a different place and a different level of comfort. For example, we cover luxury hotels and ashrams, often all in the same article.
Some of these are far-flung destinations. Do your readers actually travel there?
Of course they do. And if they can’t go there at the moment, they collect the magazines for future.
How often do you travel?
Twice a month.
And how much of that is for business versus pleasure?
Every time business, but I love my job so much that you can name it pleasure also.
Russians have practiced yoga for awhile, but it has only become really popular in the last few years. Why do you think that is?
Media made yoga popular in Russia, and Yoga Journal played an important role in that. When we were launching a magazine four years ago there were only few tiny yoga studios in Moscow—now there are few dozens at least. You can find every possible school here: Iyengar, Ashtanga, Kundalini. Our president, Dmitry Medvedev, practices yoga. Need I say more?
The word yoga can be interpreted to mean “union.” The physical aspect is obviously present, but are Russian people interested in understanding the philosophical or even religious aspects of yoga?
I’d say Russians are very interested in understanding the philosophical aspects, but not the religious ones. That’s why we run so many features about karma, or we publish new mantras every issue.
Is there an intersection between the Eastern Orthodox religion and yoga?
No, there are only unhealthy speculations, sometimes.
What yoga studio or teacher is getting the most buzz in Russia? And is it merited?
I think it’s definitely Elena Ulmasbaeva, director of Iyengar Yoga School. The Iyengar School [in Russia] has a dozen of very good yoga studios and organizes teacher trainings, which is very important. And she is also a real celebrity teacher.
How has the magazine been affected by the economic crisis? How about the practice of yoga in Russia?
I think yoga will be growing, especially during the crisis. People need time to think, de-stress and relax, and if a year ago they just couldn’t say no to this unreal career run, nowadays it’s time to get down-to-earth. Yoga helps in this better than any other practice.
JANERA.com is a community of global nomads. What does the term global nomad mean to you?
A Global nomad is a person who doesn’t know any artificial limits and rules the world.
Tusha Yakovleva is a JANERA.com intern and a writing student at the New School. She is so grateful for the way yoga affects her mind and body and tries to practice regularly.
