SoJones Model of the Week: Xenia Tchoumitcheva


When you want to see a woman who is the definition of business sense and exquisite fashion tastes, look to our SoJones model and online brand influencer of the week, Xenia Tchoumitcheva.  Just so you have the scoop on her expansive background:

  • Xenia Tchoumitcheva is a fashion blogger and online influencer for
  • She is Swiss, Italian, And Russian
  • She speaks six languages (Italian, Russian, English, German, French, Spanish)
Founder Xenia Tchoumitcheva.

Parallel to her studies and work experiences in financial institutions, she was elected Miss Photogenique and first runner up at Miss Switzerland contest.The attention from journalists brought her to fame: she then decided to self-manage her image and contracts and became a spokes-model for several luxury brands.

  • Xenia hosts her own TV-show about business in Italy called “L’Italia Che Funziona” and she interviews successful people in “La Recette De Mon Succès”.
  • Thanks to her strong media presence and online following Xenia decided to expand her business activities to the online sphere.
  • was born as a one-woman luxury blog and then extended to all independent, smart and successful ladies in search of a platform to express themselves on business, fashion, culture and life.

SoJones is pleased to present our official, exclusive interview with Xenia-

Style is a statement with your whole body into it.

 SoJones: What do you usually consider as most important thing to do when starting your day (with such a busy marketing schedule)?

 Xenia: Put myself in a positive attitude and mood. Smile. And remind myself how blessed I am. Then – a strong coffee or a green tea, and when I can a quick cardio workout make the difference.

 How many watches have you modeled on your blog? What would be your favorite?
I have started my blog as purely luxury (watches, supercar) and as the audience started to grow, I  expanded into multiple writers including subjects as clothing and fashion. Watches are still featured a lot and one of my favourite brands is still Audemars Piguet.


The life of the hard working brand specialist. Royal Oak Offshore “Pride of Russia”
   What’s the best way to stand out in a content marketing world where everyone wants to brand themselves as #1?
Brand yourself as yourself. It is ok to get inspired and learn techniques from other bloggers, as quality content publication needs a bit of expertise and curation along the way.  
My Facebook ( is reaching 800,000 people, but what matters most is the quality of the pictures and beauty/fashion ideas within them that create the very strong sharing, commenting and engagement. 
The second important advice is be authentic and work only with brands you really love. Give space and exposure in your pictures to the brands that you love to wear or use in your everyday life.

   What advice would you give our sojones readers who want to start fashion blogging?
It’s very, very crowded out there. So if you want to be a fashion blogger make sure that you will be able to dedicate enough time to it and potentially make it become a full time job.
When you start a blog, make sure to publish with a certain rhythm and always feed your social media with the right links and quality content. We publish on around 5-6 times a week, making sure to meet readers’ expectations and get them new fashion and business inspirations on a consistent basis. We also always share each article on twitter, fb and instagram.
Have you tried any pieces on for Balmain this season?
I’m obsessed with Balmain jackets. It’s my next fashion must have.

   Favorite cosmetics these days?
Dior foundation and eyeliners, chanel lipsticks and nail varnishes and for strong colours MAC. I also absolutely adore the Swiss Smile luxury products for perfect teeth.

   I saw an article on your piece on the ‘wolf of wall street’. What would you say you learned the most from Jordan Belfort about reaching your goals?
That article was written by one of my CHIContributors who went to his seminar. It was a very successful piece that spiked massively our traffic on I believe that to reach your goals it’s all about hard work and strong belief in success.

   Have you tried Jay-Z’s new 40/40 drink? Any food/drink endorsements on the horizon we should know about?
I haven’t yet but I adore his music and entrepreneurial endeavours – so I’m sure it will be a success. I have been approached by a champaign company, but as we are quite picky with the brands we choose to work with – my group is still in negotiations with them.

Check out her social media sites as well:, your #1 site for fashion and entertainment!



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