For Tsvetta Kaleynska, entrepreneurship is about vision, resilience, and impact. As the founder of RILA GLOBAL CONSULTING, she leads a premier agency specializing in advanced consumer intelligence, helping Fortune 500 companies navigate the digital landscape. An immigrant entrepreneur, author, and TV commentator, Tsvetta has been featured in Forbes, Fortune, NY Post, and more, and is a passionate advocate for women in business and technology.
In this Faces of Entrepreneurship interview, she shares her journey—from launching her first venture at 14 in Bulgaria to building a globally recognized consulting firm in New York City. Let’s dive in.
What does “entrepreneurship” mean to you?
Tsvetta Kaleynska: Entrepreneurship to me is about more than just business; it’s a passion-driven journey where I find fulfillment in creativity, success, and making a positive impact. It allows me to leverage my expertise, embrace flexibility, and inspire others while fostering growth and opportunity within my ventures.
Tell us about your first experience with entrepreneurship.
TK: My first experience with entrepreneurship began when I was just 14 years old in 2002, growing up in Veliko Tarnovo, Bulgaria. While my high school friends spent their summers partying, I decided to turn a traditional costume into a small business. I set up on the cobblestone streets where tourists passed, with a metal can in front of me, asking for coins in exchange for photos. To my surprise, I earned more that summer than my mom’s annual salary, and by the following year, I even hired an assistant to help me scale the venture. The success of this small business not only helped me save for a college fund in the USA but also laid the foundational stones of my entrepreneurial spirit, guiding me toward future successes.
This early venture taught me the value of pursuing ideas despite others’ skepticism. Some of my friends thought it was crazy and embarrassing, but I did not let the fear of judgment hold me back from trying something new. Years later, when I founded RILA GLOBAL CONSULTING, I encountered similar doubts from colleagues (and even mentors) who were hesitant to start their own businesses due to the fear of failure. Ironically, many of them now reach out for opportunities, wishing they had taken that leap themselves. The lesson I’ve learned is that one should never be embarrassed to follow their ideas; courage and perseverance can lead to significant success. Setting up RILA feels just like the beginning for me.
What is your company’s origin story? What is the biggest reason you started your business? What did those early days look like and teach you?
TK: The origin of RILA GLOBAL CONSULTING began with a clear observation and a deep frustration. After working in tech and research roles at software companies, I noticed a troubling trend: the outsourcing of Fortune 500 companies’ digital strategies to inexperienced labor, which often resulted in poorly executed analytics. Witnessing these negative outcomes firsthand, I was driven to create a consultancy that prioritizes clients’ needs and is executed by globally renowned experts.
RILA was founded in 2019 in New York City, right after I received my green card as an immigrant from Bulgaria. The name RILA references Bulgaria’s highest mountain, symbolizing my ambition to reach great heights and achieve excellence in the technology and analytics fields.
Like every founder, I faced significant challenges from day one of my entrepreneurial journey, but each difficult moment only reinforced my determination to persevere. These early experiences taught me that entrepreneurship is a journey filled with highs and lows, and the ability to navigate through them is crucial for success. I learned to cherish every moment and remain resilient, understanding that overcoming obstacles is a vital part of achieving long-term success.
What do you wish you knew when you started? Is there anything you would do differently?
TK: When I started, there were many things I wish I had known, but I wouldn’t change a thing about my journey. Every attempt, every failure, and every success has taught me invaluable lessons. These experiences have contributed to my growth, making me stronger, more knowledgeable, and capable. I believe that each step, whether it seemed like a setback or a triumph, has shaped me into who I am today and has been essential to my development and success. Reflecting on my journey, I realize that the challenges and uncertainties were crucial in shaping my approach to business as well. I’ve learned that every obstacle presents an opportunity for growth and that the lessons learned from failures are often the most impactful. While I wish I had known certain things at the start, I value the experience and knowledge gained from navigating those early challenges. They have ultimately strengthened my resolve and sharpened my skills, reinforcing the belief that the path to success is built on perseverance and continuous learning.
Tsvetta in Bulgaria as a child as part of her first entrepreneurial experience
What does “success” look like for you? We’d love to hear your biggest, boldest dream. What do you think will help you achieve it?
TK: Success for me transcends personal achievements, focusing instead on personal development and the upliftment of others. I believe that true success is a shared experience, made richer through collective effort. At RILA, I am blessed to work with an incredible team that embodies this ethos. My greatest aspiration is to enable as many individuals as possible—particularly young women—to realize their potential.
For over two decades, I have been passionately involved with the Peace Corps initiative GLOW (Girls Leading Our World), where I have supported countless women in securing internships, work placements, and scholarships in cutting-edge fields like social listening and AI.
Ultimately, my entrepreneurial journey and life goal are intertwined: to foster a supportive environment where individuals can thrive and pursue their dreams. By continuing to empower and inspire, I aim to contribute to a more inclusive and impactful future for everyone.
What is your superpower as an entrepreneur? What is your proudest and darkest moment so far?
TK: As a mother of two and a full-time entrepreneur, my superpower lies in my ability to juggle these demanding roles daily without external help. It requires immense patience and multitasking skills, and I’m proud of how I manage to balance my responsibilities effectively.
My proudest moments include witnessing the remarkable growth of my business, with its size doubling and even tripling over time, all while I remain a dedicated (and a present!) mom. It’s incredibly fulfilling to see my kids, my business, and my employees thrive without having to sacrifice one for the other.
I choose not to dwell on darker moments, instead focusing on the lessons they teach and the strength they provide.
What are your personal driving principles, your top values?
TK: My principles are loyalty, focus, effort, education, delivering the highest quality work, and prioritizing my clients. These values are embedded in RILA’s culture, where we emphasize client development and trust.
These principles guide every aspect of our work at RILA, from how we engage with clients to the internal standards we uphold. We believe that maintaining a strong commitment to these values not only drives our success but also ensures that we build lasting relationships and deliver impactful results. By staying true to our core principles, we continuously strive to exceed expectations and make a meaningful difference in the industry.
How have your personal principles and values shaped your company’s values and principles?
TK: My personal principles and values have deeply influenced RILA’s foundation. Loyalty and trust in relationships inspire RILA’s commitment to prioritizing client needs, fostering strong, long-term partnerships through reliable service and honest communication.
By centering our work on client development, we tailor services to their unique needs, delivering actionable insights that drive success. These values are ingrained in our culture, ensuring every interaction reflects excellence and trust, resulting in meaningful, lasting impact.
What’s it like to work alone or with your partners?
TK: Solo work often leads to focused productivity. I can dedicate uninterrupted time to deep work, whether it’s strategizing, planning, or problem-solving. This focused effort is crucial for tasks that require intense concentration and attention to detail. Working with partners means sharing responsibilities and leveraging each other’s expertise. This division of labor ensures that tasks are handled by those best suited for them, leading to more efficient and effective outcomes. It also provides a support system, where we can rely on each other during challenging times.
Can you share some insights into the market or industry you operate in? How have you navigated challenges and changes in the market landscape?
TK: The social listening industry is dynamic and rapidly evolving, requiring constant adaptation to trends and technology. At RILA GLOBAL CONSULTING, we focus on social data innovation, promoting diversity, and empowering women in technology. The demand for real-time, actionable insights drives our work, helping businesses make informed decisions.
Navigating challenges like ethical data collection, we uphold the highest standards to ensure reliable insights. Our AI and NLP-powered social intelligence engine, analyzing consumer data in 32 languages, enables us to deliver impactful solutions for Fortune 500 clients worldwide.
Many entrepreneurs continue to perfect their daily routines to support their work and greater vision; would you mind sharing your morning routine or a regular ritual that grounds your work each day?
TK: My mornings are a whirlwind of activity, balancing entrepreneurship with family life. From preparing breakfast and daycare drop-offs to breastfeeding during calls, multitasking is constant.
To stay grounded, I review my agenda each morning, set clear priorities, and take a quick walk between meetings for clarity and energy. These rituals keep me organized, focused, and productive, embodying the true spirit of a mompreneur.
How do you manage the work-life balance as an entrepreneur? What strategies have you found effective in maintaining your well-being?
TK: At RILA, we prioritize well-being, fostering a positive culture with perks and development opportunities. I encourage flexibility, focusing on meeting deadlines over rigid schedules, allowing the team to work efficiently and enjoy life.
For me, work-life balance means staying productive without sacrificing health or personal time. By promoting flexibility and efficiency, I help my team and myself achieve fulfilling lives both at work and beyond.
Where do you turn for inspiration?
TK: I turn to fellow entrepreneurs for inspiration, as their journeys and successes provide valuable insights and motivation. Additionally, I find inspiration in history books and real-story movies. These sources offer unique perspectives and stories that help me stay motivated and continually refine my approach.
Building and sustaining a business often involves overcoming various challenges. Can you share a specific moment where your entrepreneurial resilience was tested, and how did you navigate through it to ensure the sustainability of your business? What lessons did you learn from that experience?
Throughout this journey, I have learned the importance of staying true to my vision and core values, even when faced with external pressures. I always focus on long-term goals and maintain a commitment to excellence, no matter the challenges. This approach has not only helped me overcome immediate obstacles but also ensured the sustainability of my business. Maintaining integrity and professionalism under pressure has been crucial in building trust with clients and industry peers.
Do you have a favorite quote, mantra, or words of wisdom to get through the tough days?
TK: One of my favorite quotes is by Maya Angelou: “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” This reminds me to always be mindful of the impact of my actions and words, striving to make others feel heard, valued, and appreciated.
What is a problem that keeps you up at night?
TK: Beyond sleepless nights with my 9-month-old, I’m often preoccupied with my team’s well-being and the strategic challenges of the business. I deeply care about supporting my employees, helping them overcome obstacles, and fostering their growth.
On the business front, I focus on staying ahead in the fast-evolving social listening industry, identifying trends, and ensuring our services remain innovative and relevant.
Have you faced any significant crises in your business, and how did you manage and overcome them?
TK: Every entrepreneur faces crises, but it’s all about how you approach them. If you focus on the negative, the stress can become overwhelming and hinder your success. I prefer to view challenges not as crises but as opportunities to focus on the positives and find constructive solutions. This outlook helps me stay resilient and drive my business forward.
What advice do you have for fellow (and aspiring) entrepreneurs building and leading teams?
TK: Establish clear values and a strong company culture from the start. Prioritize your team’s professional development with training, mentorship, and growth opportunities. Foster open communication, ensuring everyone feels comfortable sharing ideas and feedback. Employee well-being is key to your company’s success.
What kind of an entrepreneur do you want to be known as – as in, what do you want your legacy to be?
TK: I want to be known as an entrepreneur who championed innovation, empowerment, and ethical practices, inspiring people from all backgrounds to believe in themselves and achieve their dreams, no matter the challenges they face.
Through RILA GLOBAL CONSULTING, I strive to drive industry advancements, promote data literacy, and create meaningful change. Ultimately, I hope to be remembered as a leader who empowered others to reach their full potential and make impactful contributions to their communities and industries.
Do you have someone you’d like to nominate to be profiled in our Faces of Entrepreneurship series? Please let us know by emailing media@thecenter.nasdaq.org or submitting your nomination using this form.
