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UN DRÁSTICO CAMBIO DE RUBRO M: ¿Como fue que te alejaste del ámbito diplomático? AVK: Era un mundo difícil y cada evento representaba una gran responsabilidad y stress. Entonces cuando decidí tomar un descanso, el embajador de Israel me dijo que un empresario Israelí necesitaba una persona de confianza que se encargara de imponer un producto israelí en el mercado argentino. Entonces comencé como jefe de producto para la línea de protectores solares “Ultrasol” y viajé a Israel por primera vez para negociar con el famoso Dr. Fischer. Recorrí tres años por el mundo de la cosmética y la dermatología. Así fue como conocí a quién después fuera mi marido y padre de mi hijo. Pero como trabajar en el mismo ambito con mi pareja no era compatible con mi personalidad independiente, decidí investigar nuevos rumbos laborales. CÓMO GENERAR UN PRODUCTO CON IMAGEN INTERNACIONAL PARA EL CONSUMO LOCAL AVK: Resulta que fui a un te de mujeres empresarias que se hacía en el Hotel Hyatt y a partir de una conversación con una de ellas, me motivé nuevamente con los eventos deportivos y así me entusiasmé con la creación de un nuevo producto “Golf Charity Cup”.  rocaikatz M: Es increíble como podes traspolar tu capacidad creativa a tan diversas actividades AVK: Yo creo que es algo que tiene que ver con las sensaciones que queres generar en la gente o pensas que la gente necesita sentir y eso pasa en cualquier grupo social o ámbito laboral. El año pasado, me senté a tomar un café con un amigo fotógrafo, Oscar Roca, quien toma unas fotos increíbles de la naturaleza cada vez que viaja como comisario de a bordo a Nueva Zelandia y comenzamos a pensar en cómo podíamos conjugar esa faceta de Oscar con mi criterio decorativo y sensibilidad por las mascotas, plantas, colores, aromas, etc. Entonces uniendo esos aspectos y entendiendo la necesidad de los ejecutivos y empleados de las empresas, de pasar las largas horas de encierro en sus oficinas de la manera más agradable posible, es que surgió la idea de roca i katz. Un concepto de ambientación ecológica para generar una atmósfera de relax en los espacios de trabajo. Luego de mi viaje a Tailandia y Cambodia, durante el 2007, conocí y aprendí mucho acerca de este concepto. El delicado sentido de decoración, perfecta ubicación minimalista de objetos en el espacio, combinación de colores y aromas naturales y toda la sofisticada ambientación del sudeste asiático, amplió y nutrió mis ideas. Claro que es un concepto muy específico y vanguardista que recién estamos comenzando a implementar en el mercado. M: ¿Cómo puede ser que estés descansando del trabajo, cuando en realidad seguís trabajando? AVK: Cuando tenes energía o ganas de producir y generar cosas, es muy bueno poder canalizarlas. Nunca pude pasar demasiado tiempo sin estar haciendo algo. Por el contrario, el excesivo descanso me resulta agotador. M: ¿Y esto te permite seguir disfrutando de tus múltiples actividades personales? AVK: Si, desde ya. Esta actividad implica pocas horas semanales de dedicación ya que estamos hablando de un asesoramiento. Pero ya estoy pensando en salir al ruedo nuevamente. Katz suspira y se sonríe… M: Entonces y luego de haber disfrutado de este rico café, ¿Cómo podrías sintetizar el significado de AVK? AVK: Siempre dije que AVK era una productora. |
A DRASTIC CHANGE OF ACTIVITY M: How did you wander off the diplomatic world? AVK: It was a hard world and every event I organized represented a great responsibility and a lot of stress. So I decided to take a break, and at that moment the Israeli Ambassador told me that an Israeli bussines man was in need of a reliable person who could establish an Israeli product in the Argentine market. Then I started as the head of product design for the sun block line “Ultrasol”, and traveled to Israel for the first time to negotiate with the famous Dr. Fisher. I traveled the world of cosmetics and dermatology for three years. That’s how I met my husband, later my son’s father. Working with my husband wasn’t, obviously, compatible with my character, so, I started to look for new professional opportunities. HOW TO PLACE A PRODUCT WITH INTERNATIONAL IMAGE AT THE LOCAL MARKET? M: Why did you return to the sport events organization? AVK: I went to a tea meeting organized by business women at the Hyatt Hotel and it was after an convesation with one of them that I felt like organizing sport events again, so I started with the creation of the "Golf Charity Cup". In the year 2000, golf was a sport that was very strong at amateur level. And it was a good moment to tie a golf tournament to a social commitment. But the first name I used for the tournament, “Copa Caridad” (Charity Cup) was not successful; so I baptized it "Golf Charity Cup", and the next charitable entity that took part in the circuit was the UNHCR (United Nations High Commissioner for Refugees).
The first tournament had an innovative format. Given that it was for the benefit of the United Nations, we offered countries exclusivity per company. That is, if BMW took part, then no other German company could do it. Another remarkable feature was that it was a Proam sponsored by Callaway so that there were 25 of the renown professionals of the country. De la Rúa, the Argentine President at the moment, came to give out the Challenger Cup. Following the resounding success of the first three seasons in Buenos Aires and the two in Punta del Este, being this one of the most important fund-raising events for the UNHCR offices in Argentina, I traveled to Geneva and met with the second in the list of fund-raising people for this entity. We talked about the possibility of expanding the circuit to different countries. But the idea did not take off since it was a difficult program to conduct from outside the region. This coincided with the economic crisis that Argentina underwent after 2001, that took me us to assign the funds to local needs. So we worked with the Favaloro Foundation, Hemophilia Association, the British Hospital in Buenos Aires, among others. Then, by the addition of the well-known golfer
Vicente Fernández to the circuit, Golf Charity Cup expanded to Miami,
the Dominican Republic and Bariloche. With the support of PGA celebrities,
such as Tiger Woods, who sent a driver signed by him, and Chayanne and
Juan Luis Guerra, who, among with other famous players of the Championship
Tour, donated important items to be auctioned off at each tournament’s
prize award ceremony. They helped thus to generate a significant income
for the entities associated to the event. This was another break. But my never-ending interest in generating new projects put me again on the road. HOW TO CREATE A RELAXING ATMOSPHERE IN A WORK ENVIRONMENT AVK: I think it has to do with the feeling you want to awaken in people, or maybe you think that people need to feel, and that happens in every social group or work environment. Last year, while having coffee with a photographer friend of mine, Oscar Roca -who takes amazing pictures of nature on his travels as chief air host to New Zealand- we started thinking how we could mix his skills as a photographer and my decorative skills and sensitivity to pets, plants, colors, aromas, etc. So, amalgamating those aspects and being conscious of the long hours that business executives and employees have to spend at their offices, and the need to spend them as pleasantly as possible, we created roca i katz.An ecologic concept of the ambient that brings peace and harmony to the work environment. During my trip to Thailand and Cambodia, in 2007, I learned a lot about this concept. My ideas were expanded and nurtured by the delicate sense of decoration, perfect minimalist location of objects in space, color combinations and natural aromas, plus the whole sophisticated ambience of Southeast Asia. Of course, it is a very fashion-forward and specific concept that we are beginning to introduce into the market. M: How is it possible that you are resting from work if you're still working? AVK:When you have energy or feel like creating things, you have to focus your energy in them. I can never rest being inactive. Just on the contrary, doing nothing during a long time is extremely tiring for me. M: And, this allows you to continue enjoying your multiple personal activities? Yes, of course. This activity takes few hours per week since we're talking about consulting. But, I am already thinking in taking the road again. Katz sighs and smiles… M: To sum up, and after having enjoyed this coffee, how would you describe the meaning of AVK? |
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