In the world of co-living and real estate, the fast turnover of furniture often leads to a staggering amount of waste. When furniture becomes outdated or tough to recycle, it frequently ends up in landfills, despite the valuable resources invested in producing it. For Tatiana Maino, an interior designer with over 25 years of experience, this wasteful cycle was simply unacceptable. Her response? Launching Oocca, a B2B furniture service dedicated to offering co-living spaces sustainable, stylish, and reusable furniture solutions.
Tatiana’s story of founding Oocca is filled with lessons on the impact of discipline, the strength of a clear mission, and the value of persistence. Here’s how she’s turning her vision into reality and what other founders can learn from her journey.
From Concept to Mission: A Circular Solution for Co-Living Furniture
The concept of Oocca was born from Tatiana’s career-long concern over discarded materials and furnishings. As a seasoned interior designer, she witnessed countless quality furniture items thrown away just because they were no longer trendy or deemed impractical to refurbish. Building on her experience staging homes for real estate in the U.S., Tatiana envisioned a circular solution where furniture could be refreshed and reused, rather than replaced and discarded.
“Our mission is simple but vital: stop furniture from ending up in landfills,” Tatiana explains. By focusing on co-living developments, Oocca aims to provide a lasting, practical solution for furniture in these unique spaces. “It's not just about style; it’s about sustainability and cost-efficiency for developers.”
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Lessons from Early Challenges: Narrowing Focus and Securing Funding
Like many founders, Tatiana faced challenges in the early days. Her biggest struggle? Staying focused. “At first, we wanted to cater to everyone. But quickly, I realised that we needed to narrow our scope to truly test our idea,” she recalls. Deciding to target co-living spaces specifically helped Oocca refine its service and made testing its model feasible.
For other founders, Tatiana’s advice is clear: Define your market early on. Trying to be everything for everyone is not only unsustainable but also hinders you from building a strong, validated foundation for your business. And as she continues to grow Oocca, the next challenge—funding—remains a constant consideration.
The Founder Mindset: Discipline and Flexibility in Balance
Tatiana describes the founder mindset as both a calling and a discipline. For her, being an entrepreneur was always the end goal, and she built a career with independence at its core. “I always felt I would work for myself,” she says. This clarity has helped her navigate the ups and downs of entrepreneurship.
Her greatest tool for dealing with setbacks? Discipline. “I rely heavily on a set routine,” Tatiana explains. Starting her week with a Monday review, Tatiana carefully plans out her meetings and events. Over time, her routines have evolved to incorporate new tools like Google Calendar, allowing her to track engagements while keeping enough flexibility for last-minute opportunities or changes.
For founders, building a disciplined schedule and allowing room for adjustment are key. Tatiana’s approach shows that a solid routine, combined with flexibility, can anchor you in times of uncertainty and help you stay resilient when challenges arise.
Building a Legacy: Inspiring the Next Generation
Tatiana’s proudest moment as a founder isn’t an award or a completed project—it’s her role as a model for her son. Watching her commitment to sustainable design, he’s begun expressing interest in the business world. “Being a role model for him is everything,” she shares. For Tatiana, success includes inspiring the next generation to create positive change.
Looking Forward: A Vision for the Future
In the next 5–10 years, Tatiana envisions Oocca expanding across multiple regions, with branches in the U.S. and additional partnerships with interior designers and other collaborators. She hopes that Oocca will not only provide furniture but also educate people on sustainable practices within the furniture industry. “I believe in this model as a way to redefine how we think about furniture,” Tatiana reflects. “It’s about function, beauty, and, most importantly, sustainability.”
Her advice to other founders? Trust in your vision, stay disciplined, and keep moving forward step by step. Each small action compounds, leading to bigger, more impactful results.
Tatiana’s journey with Oocca is a testament to the power of persistence, sustainability, and a focused mission. For her, every piece of furniture that’s reused is a step toward a more sustainable world, and every challenge overcome is a chance to inspire others in the industry. As she continues to push the boundaries of what’s possible in sustainable furniture, Tatiana’s story reminds us all: that positive change is possible, one small step at a time.
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