Can you be feminine and run a successful business? What signals do women send to one another – through how we lead, collaborate and show up every day?
These were the questions at the heart of Codes of Femininity, an intimate gathering hosted at The Savile Club, led by Alisa Zotimova, Founder and CEO of AZ Real Estate and AZ Alliance, alongside close friend and business partner Lana Kuzovova, founder of unique womenswear brand Asian Spirit.
In an industry traditionally driven by numbers, negotiations and market movements, Alisa deliberately stepped outside the usual framework of real estate conversation. Instead of charts and forecasts, this event created space for something equally powerful but often overlooked: connection, vulnerability and dialogue between women.
The discussion explored what femininity means in today’s professional world – how women communicate it to one another, whether sisterhood truly exists, and whether femininity and ambition can coexist without compromise.
For Alisa, the answer is unequivocal:
Building a business isn’t just about results,” she says. “It’s about the relationships you create – grounded in trust, shared values and genuine understanding.
More than 60 women from across industries gathered for the afternoon, and what resonated most was not a single statement, but the atmosphere itself. Open. Warm. Honest. A rare space where strength didn’t require hardness, and leadership didn’t mean leaving femininity behind.
Lana brought her Asian Spirit collection to London specifically for the event. Instead of a traditional runway, a far more engaging format unfolded: guests gradually transformed from spectators into models. Dresses could be examined up close, tried on, chosen, purchased, or reserved for a personal fitting in the following days.
The event reflected Alisa’s belief that true success is human‑led – that long‑term value in business is built through empathy as much as expertise, and that connection is not a soft skill, but a strategic one.
She is quick to acknowledge those who made the day possible, offering gratitude to the women who participated with openness and to her dedicated team at AZ Real Estate, whose care and commitment brought the vision to life behind the scenes.
This conversation also speaks to a broader shift taking place across business and society. As industries evolve, so too does our understanding of leadership – moving away from rigid, transactional models toward ones rooted in emotional intelligence, collaboration and authenticity. Today’s most resilient organisations recognise that empathy is not a weakness, and that inclusive, values‑led leadership is fundamental to long‑term success. In this context, femininity is no longer something to soften or suppress in professional settings, but a source of strength – shaping healthier workplaces, deeper partnerships and more sustainable growth.
AZ Real Estate reflects the same values that shaped Codes of Femininity. Under Alisa Zotimova’s leadership, the business has built a reputation for discretion, integrity and long‑term thinking, working with clients who value trust as much as expertise. From London to the Home Counties and international markets, AZ Real Estate champions a more human approach to real estate – one that prioritises relationships over transactions and sees success as something measured not just in deals closed, but in partnerships built to last. The recently launched AZ Alliance forms a natural extension of this, providing independent agents with the chance to be their own boss, while benefitting from the support of a well-established brand that has walked the walk.
