Sitora Rozikova
Building a Digital Empire with Authenticity and Self-Love
Sitora Rozikova, co-founder of 143.active and a renowned digital creator, has carved a unique niche in the digital content landscape. Her journey, marked by passion, resilience, and a commitment to self-love and empowerment, serves as an inspiration to many aspiring creators and entrepreneurs. In this exclusive feature for Magnav Magazine, Sitora shares her story, her motivations, and her vision for the future.
From a young age, Sitora Rozikova harboured a dream of making a significant impact on the world. “Ever since I was little, I loved expressing myself and dreamed of doing something important, something that would make a difference,” she recalls. However, as life progressed with the demands of school, work, and family, this dream was momentarily set aside.
The COVID-19 pandemic, with its unprecedented global lockdowns, unexpectedly provided Sitora with the opportunity to reconnect with her aspirations. “During those days at home, I started trying out different things, and that’s when I stumbled upon making social media content. It was like a light bulb moment—I felt so happy and fulfilled doing it,” she shares.
The genesis of 143.active was fuelled by a powerful and straightforward message: the importance of self-love. Sitora explains, “The driving force behind starting 143.active was a simple yet powerful message: the importance of self-love.”
The brand name “143” symbolises “I love you,” with each number representing the letters in these words. 143.active aims to inspire women to embrace and nurture their inner love through its thoughtfully designed activewear. “Our fabrics are like buttery soft clouds that envelop you in comfort and make you feel good,” she describes.
For Sitora, 143.active is more than just a business; it is a manifestation of her lifelong passion for promoting self-love and empowerment. “Starting 143.active allowed me to turn that passion into action by creating a brand that embodies these values,” she states. The positive feedback from customers and their increased confidence and self-expression continue to motivate her to grow and evolve the brand.
Sitora’s Instagram profile is a vibrant reflection of her commitment to inspiring and empowering her audience. Through everyday looks and beauty tutorials, she aims to make her content accessible and relatable.
“My primary goal is to inspire and empower my audience. I strive to make my tutorials accessible and easy to follow so that everyone, regardless of skill level or budget, can feel confident trying them,” she explains. Beyond beauty tips, Sitora hopes her followers gain confidence and a sense of self-expression, finding her platform to be a supportive and encouraging community.
Maintaining authenticity and uniqueness in a crowded digital landscape is a challenge Sitora navigates by staying true to herself. “For me, the most important thing is to be myself,” she asserts. Initially, she tried following trends and mimicking famous creators, but it felt inauthentic.
“It wasn’t until I decided to be genuine and share my real experiences and interests that things started to change.” By being real and sharing valuable content, Sitora has built a genuine connection with her audience. “It’s about creating a community of people who appreciate your authenticity and the value you offer,” she adds.
Sitora’s creative process is grounded in simplicity and relatability. Inspiration often strikes from her everyday activities. “I just go about my day, doing everyday stuff, and sometimes I think, ‘Hey, that could make a good piece of content!'” she shares.
Sitora documents her ideas in a journal and films them when she can. While she draws inspiration from other creators, she always ensures to add her unique twist to keep her content authentic and relatable.
The journey of a digital creator is fraught with challenges, and Sitora has faced her fair share. Burnout and the pressure to stay consistent are significant hurdles. “As a perfectionist, I try to make my videos as good as possible, which can sometimes lead to exhaustion,” she admits.
To combat this, she has learned to balance her workload and take necessary breaks. Despite the challenges, Sitora’s love for her work keeps her motivated and makes the effort worthwhile.
The Importance of Building Genuine Relationships with Your Audience
Sitora’s advice to aspiring digital creators is rooted in authenticity and perseverance. “Just start and don’t let self-doubt hold you back. Be yourself, as your unique perspective is what will set you apart and resonate with your audience,” she advises.
She emphasises the importance of seeing this journey as a marathon, not a sprint, and focusing on steady growth. Building genuine relationships with the audience is more valuable than mere follower counts. “Stay motivated by your passion for creating, and remember, the only limits are the ones you set for yourself,” she encourages.
As Sitora embarks on the next phase of her journey, her goals are clear and ambitious. “My goal is simple: to use my creativity to make a positive difference and to connect with others,” she says. She plans to diversify her content across various platforms, exploring new formats such as podcasts or live events to engage her community in different ways.
On the entrepreneurial front, Sitora aims to grow 143.active by launching new product lines and expanding its market reach, while building a strong, supportive community centred on self-love and empowerment.
Sitora Rozikova’s journey as a digital creator and entrepreneur is a testament to the power of authenticity, passion, and resilience. Her story of rediscovering a childhood dream, creating meaningful content, and building a brand that promotes self-love is an inspiration to many. As she continues to evolve and innovate, Sitora’s impact on the digital world and beyond is poised to grow, leaving a lasting legacy of empowerment and positivity.
