Zarna Surti

Photography by Ja Tecson

I can’t tell you how much I admire Zarna. A few years back, we embarked on a six-month business coaching commitment. As the founder of women-centric editorials, Zarna with Tonal Journal, me with By Way of Us, we talked about how much money we wanted to make, the people and brands we wanted to work with, we heard the excuses we would make to our coach when we hadn’t finished the things she was holding us accountable to and we shared the underlying aches that felt hard to share with other successful women. In the safety of coaching, we discovered so much about ourselves and what working with other women could look like. 

I found myself struggling with Zarna because she is someone I admire so much. Her ability to really honor BIPOC voices through Tonal and her vast network left me feeling intimidated if I’m being honest. And sometimes when I feel that way, I draw away from those people, but she’s someone I wanted to draw nearer to. She has this tact, this ability to squash any temptation to compare, but not in a way that is self-deprecating or downplaying her own success, but rather lifting you up and helping hold a mirror to all of the wins and success you’re experiencing. 

Now she’s crushing it at Nike, (like we all knew she would, with a title that was created specifically with her skill set in mind). But as an entrepreneur at heart, I can’t help but be excited for what she has coming next, whenever that will be. 

 

Home

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Work

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Love

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Wisdom

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Home 〰️ Work 〰️ Love 〰️ Wisdom 〰️

  • “I have made my house a home by having everyone in the world over—I always say my house is a hostel.”

  • “Alongside every story we tell, alongside every campaign that we do, how are we empowering and uplifting brown and Black folks at every, every part of it?”

  • “I really treat my friendships as partnerships. I think prioritizing the people around you and being consistent in that is incredibly important. And of course myself as well.”

  • “What I’m feeling matters. My feelings and my emotions are incredibly valid.

 

Home


DO YOU HAVE A DAILY PRACTICE? OR DO YOU HAVE A MORNING RITUAL?

When I turned 26 was the first time I really had a 9 to 5. I quickly realized that work can take over your entire day. I was like no, I’m not gonna let them have all of me. I need to have my space, my mornings. Over the course of time, I really did develop this great routine. I’m a morning person. I like to wake up early. I love to make coffee, put on some incense, play some music—I have this playlist that’s really calming. And I read in the mornings. And I do that before I start my day. There’s a caveat: some days you’re hungover and I literally can’t have coffee, I need to chug water. Some days you just end up sleeping in. And my practice is: always try to read at least one sentence. So even if I worked too much the day before, I’m traveling or whatever it is, I will read a sentence. Because to me, the practice of doing something like that is the most important part, it’s not that it has to be picture-perfect every day.

WHAT ARE YOU READING RIGHT NOW?

I normally have a couple books. Usually one of them is going to be more like a practice in myself like The Artist’s Way or I was just reading Attached about attachment styles. I’m not embarrassed to share that I read that kind of stuff cause I think alongside therapy and things like that, reading books is really helpful. I’ve also been reading The Bluest Eye by Toni Morrison. I’ve never delved into her work consecutively, reading one book after the other, sometimes I like to do that. I think there’s something really special about reading things back to back by authors. I feel like that’s not something we do often and that’s something I’ve been trying to do a little bit more. I love progression—it’s really cool.

WHAT IS YOUR FAVORITE THING IN YOUR HOME AND WHY?

I have all kinds of cute little knick knacks from my grandparents and my parents, little things from my grandmother like little silver containers or we have spiced dabbas, this amazing round tin that you have all your spices in. In India they always engraved her name on things to make sure no one stole her shit. I’m really grateful and lucky to have that kind of stuff.

HOW DO YOU MAKE A HOUSE A HOME?

I have made my house a home by having everyone in the world over—I always say my house is a hostel. I used to be such a perfectionist, I just wanted everything to be perfect and for everyone to come into this perfect space and know that I was perfect. I think that’s bread from a lot of youth and insecurity. But that is truly how I’ve made my house a home: I’ve let everyone in at every stage of it.

How was it being at home during COVID for you?

I was in Portland for the first three months. I lived in LA for seven years and then moved up to Portland and like eight months later the pandemic happened. I was going through the worst breakup of my life and for three months, I was completely alone. No physical touch, no personal interactions with any person except for those grocery runs that were terrifying. It was terrible.

And I think there has been so much emphasis on being there for people in marriages and being there for people with children. I have been through so many conversations with so many of my friends, you guys were all living the impossible task, but I don’t think there was enough discourse around people who were truly and completely alone. I think that everyone’s experience is valid and everyone’s experience is equal. I think us all having sympathy and empathy for each other was really important because all I kept hearing from some of my friends is “you’re so lucky, you get to spend all this time alone” but I was so sad. It was a really, really difficult time for me. So I was like I’m just going back to LA and I’m gonna figure it out. And we’ll move on from there. And it changed my world, I’m so happy.

I think it’s really [important to look] at our own emotions as valid and we really have to look at ourselves first. If you’re sad, that’s valid. If you’re lonely, that’s valid. I think there was so much politically and socially going on that we all really wanted to feel grateful for where we were and sometimes that kind of trumped the way we were feeling so I think having a balance of the two was really important. And for me, that shifted heavily when I got to come back to LA.

 

Why and when did LA happen for you? Where were you before and what brought you here?

I started this blog. I used to hate telling people this part of my story but now I realize that’s how I learned to be an art director, a graphic designer, a creative director, a copywriter, a marketer, a technology specialist. I learned everything and I got a lot of exposure from that. I have always been a really really big picture kind of thinker and I remember sitting down with myself—and I can’t believe I did this at like 24–but I was like, I want to affect the creative industry globally and I want to affect the music industry globally. I can’t make the impact that I want to make in Nashville. 

At the time, my best friend was living in LA and I came to visit her. I was sitting outside of LAMILL in Silverlake and I remember sitting there and thinking, this is it, I feel good. The energy of my feet on the ground there was right. I moved out here and lived with her for three months. I had freelance clients and I just worked it out. I remember my bank account went to four figures at one point and that’s how I knew I could move. Four figures, I got this. I came out here and got a job at Nasty Gal, which is where I wanted to work. And that was the heyday of that very cool kind of punk Nasty Gal moment so I was in that and I went from there.

Work

 

What do you do for work and what was your path to get there?

I am the Global Senior Creative Director of Purpose at Nike. I love it. It’s really wonderful. I get to work on things I love.

We have this series I love called FM Broadcast that’s hosted by my dear friend Janaya Future Khan. We talk about everything that you wouldn’t expect Nike to talk about. We talk about trans rights in sports, we did this episode on Black and Asian solidarity that was one of my favorites. We get to have so many conversations that Nike normally wouldn’t be comfortable with. They’ve given us a lot of trust and I think that’s really important. And alongside that, working on mentorship programs and pipelines and how we’re hiring more diverse talent. I really really take the role very seriously and make sure that it’s not performative activism. Alongside every story we tell, alongside every campaign that we do, how are we empowering and uplifting brown and Black folks at every part of it?

I also had my own studio for three years and we really focused on projects that centered around Black and brown women. And we also launched Tonal Journal—a book celebrating BIPOC women.

Do you think you’ll go back to entrepreneurship?

Entrepreneurship is in my blood—my dad was an entrepreneur, my grandfathers were entrepreneurs. I’m actually working on an exciting project right now—it’s something that can live alongside my work at Nike.

Sitting in this kind of capitalist, corporate framework is not what I sought out to do. But changing it from the inside is really impactful. I know what I can do at Nike and I know what I can shift. With my time there, I don’t need a loud legacy. I prefer a quiet one that makes a lot of impact. I want people to know how to pair content with social impact. I want to build a team that looks different than ever before. I want to take a stand for marginalized folks in sport. That’s what I want. I don’t need the flashy campaigns—they don’t turn me on.

Did you have mentors or some sort of guidance along the way?

Most of my mentors I would say are peer mentors who we can talk about things and move through some of the same situations. I’ve never looked at mentors as people you have to look up to. I think if we just look out that that’s some of the most beautiful building that I’ve ever done in my life. 

For me to continuously learn and grow and push, which is something I always do, I learned that from my dad. He’s incredible, just awesome. He is so good to talk to about work, is incredibly supportive, and has been a mentor to me when it comes to my work at all times. He will listen to everything, he has great ideas and he’s always pushing the needle. I mean, this is someone who’s 72 and teaching himself how to record music and got 80,000 views on his YouTube channel the other day.

“Sitting in this kind of capitalist, corporate framework is not what I sought out to do. But changing it from the inside is really impactful.”

 
How was work preCOVID, during and how is it now?

I think the work shifted fundamentally because you know pre-2020, no one cared about the purpose work, and we were already building some of these things. And suddenly, green lights started happening and it definitely shifted. I don’t think my role would be here today. I don’t think the team of Black and brown folks we’re building…I think it would’ve taken us just a little bit more time. It’s definitely put like a gust of wind behind us to grow and move and push. So yeah, people are listening a lot more. It’s a really different space. To be a person of color, to be in these spaces, it’s different. 

We were doing the work. It was 2017 and we had panels with Asian women, Black women, Latina women, non-binary folks. And there are people on the ground as activists who’ve of course been doing this way more and years before. We didn’t just step into this work and that’s something I try to tell people. We’re not doing it cause it’s buzzy and we’ve been doing this, when people didn’t want to come to our events. When I had so many friends who weren’t part of the community who were like, why are you doing stuff that doesn’t include us? I always say I’m glad that some people are newly coming to the table but this is work we’ve been doing.

How do you keep work and life separate? Or can you?

The weekends for me are really special and sacred. I’m not a person who is on my email all weekend. Those are my thought times, that’s when I can really be in my head and be creative and be thinking about what’s next. I work a lot, like a lot. But, I am actively prioritizing rest and the lack of screens, especially on the weekends. I really try to separate my work time and my ideation time.

“I don’t need a loud legacy. I prefer a quiet one that makes a lot of impact…I don’t need the flashy campaigns—they don’t turn me on.”

Love

 
Who is your go-to person? Or go-to people?  

My #1 thing in my life has always been building long-term friendships and relationships. Definitely my family—we’re just incredibly incredibly close. I always go to my parents and my brother. With my friendships, I’m so lucky to have incredible friends that are super creative. This incredible group of women of color who I love to spend time with. And I also have a lot of friends that I met at Nike. Whenever we get together it’s like a creative incubator. 

I go to different people for different things. I think a lot of times we expect everyone to be everything. I think if you do that, you’re setting up people to fail. And I used to do that—I used to do that in romantic relationships and friendships. I wanted people to be everything for me. And what I realized is that I know who to go to for what. And people come to me for specific things. I really let go of that notion that there has to be one person to do everything in your life. It’s just not the case. I’m grateful that I have all these incredibly smart and creative people in my life. They’re all amazing and really helping me figure out who I am.

Are you in a partnership? If so, what is the best part of partnership, what is the worst part? If not, what is the best and worst part of being independent?

I really treat my friendships as partnerships. I prioritize everybody. I think prioritizing the people around you and being consistent in that is incredibly important. And of course myself as well. 

Not at all in a partnership right now. I’m not even dating or anything like that. But I’m really just enjoying where I’m at and cultivating and really putting time and effort into the people that I already have in my life. But I love love. I love seeing people in love. I love watching my friends fall in love. People ask me weird questions like “oh, you don’t want kids and a family cause you’re so successful?” and it’s like whoa, that’s kind of weird for you to say to me. Those are of course things that I’m interested in. If they happen, great. If not, that’s okay too. But I’m definitely a person who absolutely loves love.

“I go to different people for different things. I think a lot of times we expect everyone to be everything. I think if you do that, you’re setting up people to fail. And I used to do that—I used to do that in romantic relationships and friendships.”

 

Wisdom

 
How did you feel when we took these photos? How do you feel now?

I think there was a depth that I was missing in those moments. I was still figuring out what my belief systems were. I didn’t necessarily have the self-awareness. Therapy every week helps. Having friends that talk about really hard things helps. Having boundaries and actually talking to people and not being such a people pleaser and really asking for what I want, all these things help. I had to go really deep within myself and that's been a lot of work, really gratifying and really tough. But I think I’m in a really good spot. That doesn’t mean everyday’s, easy cause it’s not, but I feel like a person with a lot more of a backbone and that feels pretty incredible.

What lessons have you learned during these past few pandemic years?

I think the first lesson that I’ve learned from my therapist and close friends is that what I’m feeling matters. My feelings and my emotions are incredibly valid. And instead of running away and doing the super Asian thing of just being like, it’s fine, I need to be in service of others, really looking at what I need and prioritizing that. And that’s something that I work on every single day because it doesn’t come naturally to me.

What is the best advice you've ever received?

My friend said this to me and it resonated with me so much. They kept asking me “what do you really, really want?” And I think a lot of times we don’t go inside of ourselves as much as we should. If you truly want to go out there and be a star and you are like 45 then stop lying to yourself about it and get to doing it—no matter how old you are or where you’re at. But I think being incredibly incredibly honest with yourself is the hardest thing you can do. 

I always say whenever people are like “oh, I had that same idea,” to be honest that’s not the hard part, the hard part’s doing it. I’ve seen people who are way less idea people get way further because they’ll do it. Right now, in our lives, our output is so critical in terms of changing discourse, in terms of shifting culture, in terms of doing what we really want to do and living the lives that we want. You really have to get out and create that idea. It’s that subliminal space in between that separates us from the people that we want to be and the people that we think we can be.

“Right now, in our lives, our output is so critical in terms of changing discourse, in terms of shifting culture, in terms of doing what we really want to do and living the lives that we want. You really have to get out and create that idea. It’s that subliminal space in between that separates us from the people that we want to be and the people that we think we can be.”

What does success look like for you, mean to you?

Success for me looks like filling up my home with love and good food and friendships that are deep and beautiful. I love building community and building a space where people feel celebrated and loved and creative. That’s what’s important to me. I’m definitely a nurturer.

Where do you see yourself at 85?

Looking incredible, an epic outfit and tons of beautiful jewelry. But really, I hope to be in community. I don’t want to lose community and family and friends. And prioritizing those spaces is the same thing as success to me right now. And hopefully at 85, be in love too. Maybe kids, we’ll see. But I think it’s the same thing, it’s community and it’s love and it’s collective care. I think we’ve all really sat in this place of self care and I’m much much more interested in collective care. 

I think children can be legacies, your work can be legacies. There are so many avenues. But I really do think looking at that kind of long term helps us get out of the day-to-day. Because god damn, the day-to-day is hard.

What kind of advice would you give to someone 
  • Struggling in their work?

    Write down the things you really like about your work. Write down the things that you don’t like. And then figure out if those are professional or personal reactions. So if you find that in the list of things you don’t like, it’s all interpersonal relationships then that’s something to really examine within your personal space. If it’s truly all the professional stuff that you don’t like, it’s probably time for a shift. If it’s a mixture of the two and the culture of a place isn’t right for you, then that makes sense too. Sit down and be honest with yourself about the things that you need to work on yourself and the things you have to work on at your job. I find that a lot of times it’s something that people are going through emotionally that’s trickling into their lives because work is a place that reveals a lot of our issues and insecurities. Write it down, look at it, and talk to someone else about it too.

  • having a hard time giving themselves grace?

    Oh my god, I struggle with this every day. One thing that I really learned is talking back to those emotions. I realized I was so mean to myself and I was my biggest bully. This is something I really learned when I started to be in therapy consecutively. Talk back to those emotions that make you feel insecure or unworthy or unloveable because they’re just not true.

  • having a rough patch in their marriage?

    I find that for a lot of my girlfriends who are married, just having them over without their kids or their husbands or just going out to dinner where they can just feel like themselves again, seems to be really helpful. It helps to take yourself out of a situation. Just give yourself a breather. You guys are constantly doing so much, SO much, just handling so many relationships and obligations, so many beautiful pieces of it. But don’t be afraid to take the break that you need in the ways that you need to take them. Whether that’s just a small coffee with a friend or going on a vacation. Take the time you need away from it and that’s not something to feel guilty about. A lot of people feel a lot of guilt for not spending every second with their kids and with their partner.

  • wanting to "get there" or "be there" already in their life?

    Enjoy where you are and learn everything you can in that position and that will naturally take you to the next step. Also focus on doing good work versus moving up. If the work is good enough, it always speaks for itself. Prioritize that over moving up because that’ll happen.

  • to a younger version of yourself?

    Honestly, prioritize your needs. I think I was always pleasing everyone that I was working with, pleasing everyone I was in relationships with. I just wasn’t prioritizing myself enough. And in return that affected the art and creations that I made because it wasn’t able to go to that next place that I wanted to. Prioritize yourself and what you need and that’ll help every facet of your life.

Follow Zarna: @zarna, @tonaljournal

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Interview by Sarah Kim & Ashley Mariano

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Photography by Ja Tecson, @jatecson

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Follow Zarna: @zarna, @tonaljournal 〰️ Interview by Sarah Kim & Ashley Mariano 〰️ Photography by Ja Tecson, @jatecson 〰️