How I Got Here: Founder and Director of Devojka Models and Talent, Tina Nikolovski
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Admit it, we’ve all been there – stalking social media and LinkedIn profiles, trying desperately to figure out how the hell someone got their dream job.
It seems impossible and yet there they are, living out your career fantasy (minus the itchy business suit). It might seem hard to believe, but once upon a time, they were also fantasising about their future career, and with some hard work, they made it.
Welcome to How I Got Here, HerCanberra’s series that reveals everything you wanted to know about the secrets of career success. This week we chat with the Founder and Director of Devojka Models and Talent, Tina Nikolovski.
Existential crisis time: Who are you and what do you do?
I’ve definitely had an existential crisis or two in my time! My name is Tina Nikolovski, I am 36 years old, Canberra-born and bred. I am a photographer with over 20 years of experience, specialising in photography for models, actors, personal branding and brands. I am also the founder and director of Devojka Models and Talent – an all-round creative agency based in Canberra. Devojka represents Talent (models, actors, presenters, singers, dancers, voiceover artists and more) and Creative Talent (makeup artists, hair stylists, wardrobe stylists and more).
Let’s go back to when you were a kid, have you always dreamed of working in this industry?
Since I was a teenage girl, I always loved taking photos. Whatever form of camera was around, I loved it! I remember taking photos on a red Kodak film camera, then my parents gave me my first digital SLR at around the age of 21. I studied film photography in college for two years, and I bought my first digital SLR at 22. Photography has been a dream of mine ever since I was 21 (when I realised it could be a career).
While studying for my Bachelor of Photography degree at CIT, I came to realise that I had a love for fashion photography. Working with new (and established) models on a regular basis, I realised there was a gap in the market in Canberra for a progressive talent agency. I had the dream of starting my own agency for years (as I was already acting as an agent in many ways by casting and coordinating talent for clients). I finally (overnight) said to myself ‘Let’s do this!’. I designed my own logo, thought of the name, registered the business name, and launched the agency overnight. I have never looked back!
Tell us about when you were first starting out, what set a fire in your belly to get here and how did you do it?
The fire in my belly came firstly with my love for fashion photography, and then with my passion to create a supportive and high-end agency in Canberra. I absolutely loved connecting with people, offering talent the best representation (and support) that I could, with my unique experience in the industry. I have always had the determination to represent talent in a respectful and fair way, balancing their needs and wants with those of our clients.
Over time, the agency has developed into something I never imagined – an all-round creative agency, filled with diversity in skillset, nationality, body shape, height, ability, age and more. Devojka represents babies through to the elderly. I am a creative at heart, and I am so passionate about supporting other creatives. The creative industry is not a straightforward path – there are lots of ups and downs. And if I can be a stepping stone for someone to realise their dreams, I know I’ve done my part! I love watching people develop and secure work in the areas they are passionate about, as well as develop newfound confidence.
Recall a time when you wanted to chuck it all in; what did you tell yourself when it got too hard?
There have definitely been times when I wanted to ‘chuck it all in’! The nature of a freelance business is that it always has its highs and lows. There were times when I felt as though the agency (and photography) weren’t busy enough, especially during COVID. However, my passion for what I do and my deterministic personality didn’t allow me to throw it in. I used this time to develop other aspects of the business. I built both businesses from the ground up and I knew I didn’t want to give something up that I worked so hard to develop. I’m so grateful that in those moments I didn’t give up, as I have seen both businesses grow immensely and I am so grateful to be able to do what I love every day!
What was your biggest break?
My biggest break was realising that I actually CAN do something I love, even after being told countless times that if I wanted to make it in this industry I’d have to move away from Canberra. That never sat well with me, because I see so much potential and skill in the creative industry in Canberra! Why shouldn’t we have a buzzing industry here?! Almost every business needs either talent or photography (or both), just like they need graphic design and branding. It’s the backbone of every business; everyone has a story to tell. I love being able to provide an all-round creative platform where clients can browse and local talent that each specialise in what they do.
What’s the best piece of advice you’ve ever received?
After I finished CIT, the transition from student to full-time photographer was challenging, to say the least. I struggled with securing enough work to be able to be a ‘full-time photographer’ – the industry is hard to break into. I remember confiding in my friend Jordan (who was also a mentor to me) upon receiving conflicting advice from others about finding a more secure job. I remember the moment Jordan showed me her resume, and said to me “Where on this resume do you see one progressive career or ‘straight-line’?” It was such a simple thing, but that moment was so powerful for me. Visually seeing how Jordan’s resume had so many different skills on it (PR, English Teacher, Model, Yoga Coach etc) made me realise my life doesn’t need to look like everyone else’s. I could never do the nine to five in a job that I’m not passionate about – it’s just not me. That conversation made me realise it’s okay to be myself, even if that means that my career choice does not look like most people’s. It’s ok to be brave and try something that is difficult to find success in. And I’m so glad I did.
What is it about your industry that you love and what makes you want to pull your hair out?
I absolutely love connecting with people and helping them realise their dreams! I also love the whole process of creation in photography and that every team member plays a crucial part in the process and results.
It makes me want to pull my hair out when I see talent being taken advantage of – either with unfair contracts/terms or rates that don’t compensate for their experience or usage. Especially when they’ve dedicated so many years to excelling in their craft and they bring so much to the table.
You’ve recently announced big changes to Devojka – what are they and why have you made them?
I am so excited to share that Devojka is not only celebrating 10 years in the industry, but we are doing so with a fresh re-brand!
Devojka has developed so much since it started, with the addition of our Talent Grid and Creative Team! When I started Devojka it was a high-end modelling agency with a select number of models. Since then, it has diversified into so much more; models, actors, singers, dancers, hair stylists, makeup artists, and more. Devojka is colourful, creative and fun, whilst still maintaining a high level of professionalism.
The monochromatic branding that Devojka initially had no longer reflected our direction and agency. We rebranded with fun shapes, bursts of colour and a focus on diversity and inclusion. The shoot that I executed for Devojka (alongside our incredible creative team and talent) visually communicates the essence and diversity that exists in the agency, and I could not be more excited to share it! We are a creative community that inspires, nurtures and thrives in Canberra. We want to continue to support talent and businesses in Canberra and connect them with incredible local creatives.
Where do you see yourself in five years?
Business-wise, I see the agency further diversifying and employing staff. Running workshops in Canberra that incorporate all sides of the modelling business (photography, movement, deportment, styling, makeup etc).
Photography wise I’d love to do more editorial work for magazines, especially fashion!
Why should people follow in your footsteps?
I think that people should follow in the footsteps that feel right to them. And if they did follow in my footsteps, it would be to be brave enough to pursue their dreams, no matter how they sound to other people. If someone is passionate about something and determined to succeed, there is no reason why they can’t realise their dreams and make it work for them!
What advice would you give your past self?
The advice I’d give my past self is, YOU ARE GOOD ENOUGH. Good enough to be different, good enough to take risks. Good enough to take the time to explore life, creativity and business without the need for perfectionism, fear of failure or need for comparison. Good enough to be myself, regardless of how that looks to others, and to pursue a career that isn’t the norm. Also a ‘job’ doesn’t define someone, and that success is measured in different ways and is subjective to each individual. To focus more on connecting with my inner world than on seeking external validation.
