Cover Yanina Novitskaya - CEO Cartier in Southeast Asia and Oceania
Yanina Novitskaya - CEO Cartier in Southeast Asia and Oceania
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Yanina Novitskaya, CEO of Cartier Southeast Asia, sees leadership as a business responsibility and a commitment to community betterment.
Meeting Yanina Novitskaya at the Young Leaders Awards, an initiative under the RED CLUB x Cartier umbrella, was a thrilling opportunity for the Tatler team. Set against the elegant backdrop of Singapore’s National Gallery and surrounded by outstanding young entrepreneurs from around the world, our conversation with one of the key figures behind the awards brought to light many fascinating insights. For this poised and perceptive leader, heading a major organisation comes with a deep awareness of her duty—not just to the business, but to society and future generations.
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Above RED CLUB x Cartier
RED CLUB x Cartier
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RED CLUB is an extraordinarily ambitious initiative that extends far beyond the remit of a luxury jewellery maison. How do you and Cartier balance these commitments?
Just wait until you see us in action at the Cartier Women’s Initiative (CWI)—that’s when you’ll truly understand what it means to be busy. That said, with RED CLUB and the Young Leaders Award, the only thing I can express is my delight in seeing our work create real impact. This initiative thrives because of its energy, momentum, and sincerity. The members of RED CLUB are all accomplished young professionals who, at a certain point, recognised that they wanted to do more—to uplift peers who lacked the same opportunities. That was how the Young Leaders Award came to be, and from its very first edition, it has been a success.
We believe in the tremendous potential of this initiative—not just because we continue to support it, but because it is driven by a network of committed, like-minded individuals. This year, the award spans 66 countries, and I have no doubt it will continue to grow.
In your view, why are young entrepreneurs set to be a major force for change in the near future?
Visionary leaders today recognise the critical role of technology, innovation, and sustainability in driving meaningful progress. The integration of technology in building a more sustainable future is more vital than ever.
Given the challenges we face, both Cartier and RED CLUB x Cartier are committed to supporting technological solutions across multiple sectors that enhance long-term environmental and social well-being. Adaptability is key in today’s world, and young leaders must be not only brilliant problem solvers but also courageous and bold in seizing opportunities in an ever-evolving landscape.
Through the Young Leaders initiative, Cartier seeks to nurture the next generation of changemakers. RED CLUB x Cartier provides these young leaders with invaluable experiences—practical exposure to community-driven initiatives, as well as the passion and determination to address pressing challenges. Our goal is to equip them with the resources they need, whether access to capital or peer learning, to cultivate their leadership potential and amplify their impact.
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RED CLUB x Cartier
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How will Cartier support the winning candidates in developing their projects for the future?
Beyond financial assistance, the two winners will receive marketing support, access to RED CLUB x Cartier’s extensive network, and tailored guidance from the initiative’s academic partners: the National University of Singapore Business School and the University of Sydney Business School. These institutions will provide them with the expertise needed to navigate new challenges and refine their strategies to propel their projects forward.
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When I spoke to young people about this event, I found them deeply engaged. I believe we are at a moment where we are creating value that is both more meaningful and far-reaching.
Just last month, I interviewed candidates for a mid-level management role at Cartier. To my surprise, two out of three spoke about CWI and its philanthropic initiatives before mentioning the maison’s heritage or product lines. It was unexpected, but also deeply encouraging—it signalled that these efforts truly resonate.
That was when I realised it was time to move beyond the conventional approach to brand storytelling.
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Above Yanina Novitskaya
RED CLUB x Cartier
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There are Vietnamese entrepreneurs leading remarkable community-driven projects, yet many seem hesitant to step onto the global stage.
Absolutely. I’ve just returned from Australia, where we launched a new boutique. Do you know what proportion of our target audience there is Vietnamese? Nine per cent—a significant figure. There are also two Vietnamese professionals in our Cartier team in Australia. The world is increasingly interconnected. We may live in different countries, yet here we are today, meeting and exchanging ideas. Perhaps it is time we see ourselves as part of a global community.
Final question—how do you maintain such energy with your demanding schedule?
It’s simple: I love what I do.
Article adapted from the original feature in the print edition of Tatler Vietnam, November 2024.
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