Mira Duma, Buro 24/7: in Sydney to unveil culture website

MIRA is a one-woman style and pop culture powerhouse and entrepreneur who fills her world with style, fashion, travel, beauty and dining advice. Here’s why you need to know her name.

Miroslava Duma, Kanye West and Kim Kardashian attend the Louis Vuitton show as part of the Paris Fashion Week Womenswear Fall/Winter 2015/2016 on March 11, 2015 in Paris, France.

MOSCOW-based Miroslava ‘Mira’ Duma is a diminutive pocket rocket but her digital domination could reach mega proportions.

As the face, name and force behind the four-year-old Buro 24/7 website, Mira is a one-woman style and pop culture powerhouse and entrepreneur who fills her digital world and social media platforms with style, fashion, travel, beauty, dining advice and culture clues. And yes, the philanthropist and business graduate has the energy of a Duracell bunny; the composure of a measured CEO and the features of a Russian ‘matryoshka’ doll.

“Australia always seemed just so far away and while I always knew it was a beautiful country I realised it was a place that could be a great synergy for Buro,” says Mira, perfectly dressed in a relaxed Burberry denim jacket, a sequinned skirt and sneakers.

Melissa Hoyer and Miroslava ‘Mira’ Duma.

“I was starting to meet some great and extremely creative Australian people at fashion shows and events around the world but to be honest, it was your TV series,Return to Eden, that the whole of Russia was obsessed with, that really got me stirred up in Australia,’’ she smiles.

“I had given birth to my second baby and I couldn’t stop watching it and it made me even more incredibly inquisitive in what Australia was all about.”

The 30-year-old mother of two (she has George, 4 and Anna, 4 months) and university graduate has racked up a million Instagram followers and is in Sydney overseeing the bunkering down of an Australian arm to her burgeoning digital business, edited by Rebecca Caratti and in a license partnership with NewsLifeMedia (publisher of news.com.au).

“We live and work in the digital era and we are so connected and THAT is our future,’’ adds Mira.

Miroslava Duma attends the Christian Dior show as part of the Paris Fashion Week Womenswear Fall/Winter 2015/2016 on March 6, 2015 in Paris, France. (Photo by Pascal Le Segretain/Getty Images)

Miroslava Duma attends the Chanel show as part of the Paris Fashion Week Womenswear Fall/Winter 2015/2016 on March 10, 2015 in Paris, France. (Photo by Pascal Le Segretain/Getty Images)

“It was great when we forged this relationship with Australia as it’s a perfect continuation of our global growth as we are already in Central Europe and the Middle East and looking to do new sites in Malaysia, Singapore and Turkey.

“All of my work colleagues around the world are like my family and we work very much as a team.”

Those in the know about the digital world have seen how Mira has professionally evolved her brand. Sure, there are thousands of pretty girls who post pictures of themselves in borrowed clothes; filter; load the pics up to Insta and wait for a flood of likes and comments. The truly savvy, of course, have learnt to monetise it.

Miroslava Duma attends the Christian Dior show as part of Paris Fashion Week Haute Couture Spring/Summer 2014.

Miroslava Duma and Giorgio Armani attend the Giorgio Armani Prive show as part of Paris Fashion Week Haute Couture Spring/Summer 2014.

As far as Mira is concerned, Buro is pure business and Russia’s relative new arrival into the fashion world has catapulted her website to fame. And some fortune. Coupled with a business nous that sees her meeting with potential advertisers while she is on her lightening trip to Sydney, Mira’s personal style is simply sensational.

“I am a serious person and I often think I should be in classic black pants and a white shirt,’’ she smiles. “But no, I like to have fun with fashion. It’s like I have rebelled against the grey masse that Russia used to be.”

Take a look at pictures of Mira and she is photographed in every designer label possible – from Céline, Dior, Chanel, Valentino, Burberry, Ralph Lauren, Mary Katrantzou, Hermes, Russian designer Viva Vox and Stella McCartney.

Miroslava Duma attends the Mugler show as part of the Paris Fashion Week Womenswear Spring/Summer 2015 on September 27, 2014 in Paris, France.

Miroslava Duma attends the Balmain show as part of the Paris Fashion Week Womenswear Fall/Winter 2015/2016 on March 5, 2015 in Paris, France.

Locally, Mira’s ears have pricked up at the talents of Dion Lee, Maticevski, Ellery and Josh Goot.

At 5 foot, she has to get most things taken in or up but she has no qualms about her diminutive frame.

“What works for my shape,” she told vogue.com.au “is a constant puzzle that I am trying to figure out. But I never had a complex to be taller. We have a saying in Russia: A small dog is a puppy until very old age.”

As far as her cool factor, there is no denying she has it: “I don’t think I am cool, in fact I never think I am cool,” smiles Mira.

“I am always finding things wrong with myself but what I really enjoy the most are my teams and the business ‘family’ we have created. And I guess it is the team that’s pretty cool!”

And with that, Mira buzzes off to her next appointment with the passion and spring of a teenager to gear up for her opening party at the Opera House tonight.

Follow Melissa on Twitter and Instagram @melissahoyer

Miroslava Duma attends the Burberry Prorsum AW 2015 arrivals during London Fashion Week at Kensington Gardens on February 23, 2015 in London, England.

Miroslava Duma attends the Balmain Aftershow Dinner as part of the Paris Fashion Week Womenswear Fall/Winter 2015/2016 on March 5, 2015 in Paris, France.

Miroslava Duma attends the Valentino show as part of the Paris Fashion Week Womenswear Spring/Summer 2015 on September 30, 2014 in Paris, France.

Miroslava Duma attend the Julia Restoin Roitfeld and Motilo host Paris Fashion Week dinner on February 28, 2014 in Paris, France.