Valeriia Samoilenko has lived through the loss of her father, emigration, and personal crisis. Now, she runs her own event agency on the island of Bali and has found balance and inner peace

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Valeriia Samoilenko was born in Kremenchuk, a large industrial city in Ukraine’s Poltava region. Her parents ran a successful furniture business, specializing in exclusive custom pieces. When she was eight, the family relocated to Kyiv, convinced it would offer Valeriia and her sister better educational opportunities and a better environment to grow up in. While settling into life in the capital, they didn’t abandon their business in Kremenchuk.

The Samoilenko family had always been drawn to art. Valeriia remembers their showrooms were designed by her parents with a strong sense of aesthetics and resembled museum halls. Their home became a gathering place for cultural figures and business leaders, where guests would discuss travel, art, and literature. These gatherings left a lasting impression on Valeriia’s worldview and interests during her teenage years.

“My parents always focused my attention on the importance of developing not just business and entrepreneurial skills but also creativity,” says Lera. “That mindset is what led me to where I am today.“

In Kyiv, Lera studied at the Ukrainian Taras Shevchenko Humanities Lyceum in the history and philosophy faculty, where she fell in love with history and English. When she turned fifteen, her parents gently hinted that she shouldn’t rely solely on the family’s resources. This made her think about her future. Continuing in the furniture business didn’t appeal to her, so Lera decided to pursue a path in art.

Lera went on to study at Taras Shevchenko National University of Kyiv, joining the Faculty of History. “It was an amazing experience,” she remembers. “The professors, the atmosphere, and the interactive approach to learning — everything was exceptional.“

From her first year at university, Lera started working as a private tutor, helping high school students prepare for their Ukrainian history exams. Although her parents supported her financially, she felt a strong need “to contribute and bring value.” At that time, Lera was certain she wanted to pursue a career in teaching history. However, her professors suggested she explore art history more seriously, especially with the opportunities the new program offered. Students could take part in field trips to world-renowned museums in Rome and Vienna, and through exchange programs, they had access to universities in those cities, where they could interact with international professors and gain hands-on experience abroad. Valeriia took their advice. At the Department of Art History, she’s gone into academic research, publishing papers and seriously considered an academic career. Her family stood behind her every decision.

In 2014, Russia annexed Crimea and launched a war in Ukraine’s Donetsk and Luhansk regions. Without saying a word, Valeriia’s father voluntarily enlisted in the Ukrainian army. He later explained that he didn’t want his daughters’ future husbands to be the ones dying in the war. In 2016, Valeriia’s father was killed. It was devastating for her, the loss hit her hard. Her father was her rock, her strongest support and best friend. It took her several years of therapy to come to terms with the loss. That time in her life became a turning point. She started working deeply on herself, exploring spirituality and developing her worldview.

With her father’s passing, the family business also came to an end after 22 years of operation. The business had already been under pressure from several raider attacks but after the death of the head of the family and the founder, it was no longer possible to run the business for it to not only bring income but to be a part of the family legacy.

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By her third year at university, Valeriia realized her superpower was communication. Her natural ability to connect people became her biggest professional asset. Whenever someone asked what she’d happily do for free, she would immediately answer “events.” As a student, she was the go-to person for planning birthday parties, romantic surprises, and social gatherings for friends and acquaintances.

At 19, Valeriia began working as a freelance art manager in Anna Avetova’s company “Tuasho“. She helped artists apply for open calls, find collaborations with businesses, and helped them build gallery-ready portfolios. At the same time, she continued tutoring. “It’s not about the money, it’s about helping a child fall in love with history,” she explains. Some of her students came from low-income families. Valeriia didn’t charge them. It became her personal challenge: could she help those who saw history as just another school requirement learn to enjoy it?

In 2019, Lera got a job at an American IT company, where she worked for two years. The position was unofficial but highly rewarding. Within six months of starting as a manager, she progressed to the CEO’s right hand. The schedule was demanding, but that experience helped her grow professionally. That same year, she moved out of her parents’ house. Her salary allowed her to keep living comfortably, just as she had back home. By the summer of 2021, Lera had completed her degree. She stayed in tech, knowing it would help her build the financial foundation she needed to launch her own business one day.

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In January 2022, Lera hit a wall. After three years of nonstop work with hardly any breaks, burnout caught up with her. Her boyfriend at the time, Dmytro, who she lived with, encouraged her to quit and return to doing something she truly enjoyed — art. By then, his microgreens farm was already generating a solid income, allowing him to support both of them comfortably.

But Lera couldn’t imagine her life without work. In February 2022, she started a job as an art manager at Kyiv’s Museum of the Ukrainian Diaspora. Just one week later, Russia launched its full-scale invasion of Ukraine. Lera remembers she was feeling calmer than she was in 2014. Together with her sister and Dmytro, she left for Poland to take her ill mother to safety. She and her boyfriend then returned to Ternopil and moved into her friend’s father’s house, a quieter and safer option than staying in Kyiv. Their apartment in the Lvivskyi Quarter was struck twice during missile attacks in May and June 2022.

In the summer of 2022, Lera ended her three-year relationship with Dmytro and decided to leave Ukraine and focus on herself. Her sister, a civil servant, later returned to Kyiv, while their mother resettled in Switzerland. Lera spent seven months in Montenegro. In January 2023, she made her way to Switzerland, first settling in the Italian-speaking canton of Lugano, where she applied for a grant to study at a local university and later received it. Lera soon realized that pursuing a PhD had always been her mother’s dream, not hers. She ultimately decided not to pursue her studies and moved to Davos, where she rented a room.

Switzerland was by far the most expensive place Lera had ever lived. Her savings were disappearing quickly. She made a conscious decision not to ask her mother for help — earning her own living felt like a matter of principle. She continued freelancing as an art manager and tutoring Ukrainian teenagers in history, though mainly as a way to support her mental health. The cold, snowy weather, lack of familiar routines, and social isolation led to another tough bout of depression. The war reopened an old wound — the grief of losing her father, but now it was layered with an identity crisis and the loss of everything familiar. Emotionally drained, Lera returned to therapy in search of balance.

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On April 14, 2023, Lera boarded a train from Zurich to Davos with a friend visiting from Warsaw. As springtime Zurich faded into the distance, the familiar mountain landscapes reappeared in the window. Her friend was busy snapping photos but Lera couldn’t bring herself to care about the beauty around her. She found herself wondering when, and why, she stopped feeling joy and delight in life.

The carriage was silent. The Swiss passengers around them were distant, reserved, and quiet. The calm and disciplined atmosphere sharply contrasted with the sudden insight that struck Lera.

“Dasha! I’ve got it!” Lera burst out. Other passengers glanced over as she sprang from her seat, then politely looked away, pretending not to notice. Lera grabbed a paper napkin from the table, found a pen, and started jotting down her ideas. “Remember when I went to Bali? Dasha, I’m going to launch an event agency there.” Her friend sighed that there were tons of them already. But Lera pressed on.

“What do I do best? I throw incredible parties, and I know art. I’ll weave art into every event I take on. I’ll turn the important into unforgettable.”

The following months in Davos brought Lera back to life. She began preparing for the move. After thoroughly researching competitors in Bali, as well as in the U.S. and Europe, she built a spreadsheet with over 200 top event agencies. According to her, none of them offered a clear unique identity, only large marketing budgets. That’s when it hit her: she could offer something beyond traditional celebrations — she could create experiences shaped by her background in art. Considering all her experience in IT and art management Lera drafted a detailed business plan and found a reliable local lawyer online.

Valeriia first set foot on Bali back in 2019, during a winter trip with friends. She describes it as “a summer camp for grown-ups,” a place for recharging and finding answers, where creative people from all over the world come together. Bali, she says, is a hub for youth, entrepreneurs, and influencers from around the globe, a community where you can find like-minded people for anything from art or sports projects to spiritual practices. But when she chose the island as her new home, Lera says it also became part of her journey accepting herself, her loss, the war, letting go of her ego, and finding inner peace.

On November 17, 2023, Valeriia moved to Bali. There, she quickly found a villa, choosing to share the space with a friends. Shared housing significantly reduces expenses, and also brought together like-minded people who value exchanging ideas and building connections. In this kind of setting, it was easier to find clients and avoid loneliness, something especially important for expats.

On January 20, 2024, Lera officially launched her event agency using her savings. It cost $1,200 to register the company, another $1,500 to establish a foreign-owned entity PT PMA (Perseroan Terbatas Penanaman Modal Asing), and another $600 was spent on trademarking the name Magencie Alchemy of Events.

The name “Magencie” blends the words “magic” and “agency,” reflecting a unique approach to event planning. “Alchemy of Events” emphasizes the art of transforming any occasion into a one-of-a-kind experience. The agency’s signature colour, magenta, was chosen to symbolize creativity and the harmony between the tangible and the spiritual.

Lera decided to combine her expertise in the arts with her talent for event planning. She believes every celebration deserves to be unique and every element, from colour and location to décor and floral design plays a key role. Each event she curates is built with these values in mind, designed to leave a lasting impression.

To attract her first clients, Valeriia gave a talk on art at a local women’s business club and then officially announced her agency’s launch. “Social media targeting doesn’t work well in Bali”, she says “but word of mouth does.”

One of Magencie Alchemy of Events very first clients was a woman from the business club who wanted to rekindle the romance in her relationship after ten years of marriage. Lera designed a date inspired by colour harmony and symbolism. Red and pink represented a balance between passion and tenderness, while gold and silver added elegance, symbolizing wisdom and modern connection. The couple’s villa was decorated with plumeria and lotuses, flowers representing loyalty and openness to new beginnings. The highlight of the evening was a candle ritual: dozens of flames arranged in the sacred Yantra pattern symbolized harmony and the unity of two souls. Personalized love notes captured meaningful phrases unique to the couple’s story. The evening ended with a ritual of hand-washing in flower petal-filled water, symbolizing renewal and a shared future.

The client shared that the date left her husband deeply moved and brought a new spark to their relationship. Although the event only cost a symbolic $150, it reassured Lera that her business was needed. From there, her rates went up with an average of $5,000 per event. Most of Lera’s clients are tourists and expats from Europe and post-Soviet countries, as most local Balinese residents simply don’t have the financial flexibility to spend money on event planning.

Lera starts each project with a conversation, taking time to understand what her client wants and needs to design the perfect event. She explains to each client the meaning behind every detail she offers, from the décor and symbols to music and menus. Her events go beyond just parties, they’re meant to help people reconnect with themselves, highlight meaningful life moments, and spark positive transformation.

Another reason people turn to Valeriia is her efficiency — she typically replies to messages within 10 minutes and takes on last-minute full-package events that no one else on Bali is willing to handle. After a year of building a loyal client base, Lera stopped working 16-hour days and set a healthier routine of eight eight-hour workdays, with weekends off. That change has helped her maintain her creative energy, focus on quality, and stay away from burnout.

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Lera points out that Bali isn’t the budget-friendly paradise it is often thought to be. The cost of doing business can be high since the island has significant import taxes. For example, balloons and other decorations imported from China are taxed at 40%. With Indonesia having very little local manufacturing, most supplies still come from China, which drives prices up and impacts event costs. Even something as basic as LED lighting can be nearly twice as expensive as in Europe. Additionally, expenses include hiring a competent accountant and lawyer. Lera supports her lifestyle not only through her agency income but also with earnings from art management, spending up to $5,000 per month.

Lera notes that her event agency in Bali doesn’t require a physical office, and most of her work is done remotely. On average, a full-scale event costs around $5,000, covering everything from catering and décor to the DJ, venue, curated program, and even a chef and host. After covering expenses, Lera keeps about 30% per event, and up to 40% when it comes to corporate events. She reinvests 20% of her income, primarily into marketing and business expansion.

Within a year, the agency broke even and is now bringing in an average monthly profit of $26,000. Still, Valeriia intends to reinvest all of it for at least the next two years. She handles the agency’s core functions herself: creative direction, concept development, client negotiations, outreach, and event management.

Due to the terms of her investor visa, she isn’t permitted to work for Indonesian companies, she can only operate her own business and hire others. Finding employees in Bali hasn’t been easy. While the average monthly salary for locals is around $300, locating reliable, skilled professionals is challenging. The local work culture and mindset differ significantly from what Europeans might expect. It’s quite common for people to be several hours late or to miss deadlines. Indonesian workers generally respond poorly to financial penalties or criticism, and some may even lodge complaints with immigration authorities regarding perceived “moral pressure” from foreign employers. Indonesian law can classify any pressure as defamation or forced labour, with penalties of up to five years in prison and fines ranging from $30,000 to $60,000, depending on the case.

After some trial and helpful recommendations, within a few months, Lera managed to find two reliable full-time local employees — manager Nur, and florist Della, whom she trained to meet her standards. Their taste in décor and attention to quality initially was quite a bit from hers, but over time, they’ve grown to appreciate and take pride in the signature style of Magencie Alchemy of Events. For larger projects, Lera hires freelancers, paying them a percentage of the project’s income. Keeping a big team full-time isn’t cost-effective.

Valeriia’s agency organizes a variety of events, including baby showers, romantic dates, birthday parties, corporate events, bachelorette and bachelor parties, business brunches, and marriage proposals. On top of that, she offers mini-services like custom bouquets, custom-picked gifts, individual décor setups, and bookings for DJs and MCs for various occasions. On average, Lera organizes six events and delivers around 20 smaller services.

Most businesses in Bali are affected by seasonal changes, particularly due to fluctuations in tourist and expat arrivals during the winter months. However, Lera’s business hasn’t been impacted by seasonality, as her clients are primarily expats from Europe or post-Soviet countries who visit Bali year-round.

Of course, there have been challenges along the way. For Valentine’s Day, Lera came up with the idea of a Valentine’s Day gift box that would tell a love story. The box included flowers wrapped in a newspaper printed with personalized love messages, balloons that floated out on opening, bracelets, artisan pastries from local partners, and scented candles. The idea was unique but came just two weeks before the holiday, leaving little time for proper marketing. In the end, she sold only 10 of the 50 boxes she’d prepared.

One of the toughest events Lera has handled was a high-end intimate wedding scheduled right before New Year’s 2024. Around that time, Samoylenko came down with dengue fever but even while battling the illness, she pushed through and pulled off the celebration driven by sheer adrenaline.

Everything went off-script. Her usually reliable contractors let her down. The florists were five hours late and finished setting up the beach arch seconds before the ceremony. The driver, despite having all the directions, got lost and was also late. Lera had to troubleshoot everything on the go.

“Balinese people have a unique work style,” Valeriia shares. “They can follow your instructions perfectly for months, then suddenly something shifts and they change their approach or completely step away from responsibility,” Valeriia shares. “They usually don’t refund payments and may simply stop responding. It adds an extra layer of stress.“

The most expensive event so far was a two-day celebration: a proposal on day one, and a yacht party with friends the next. The total cost was $7,000.

Today, Valeriia is planning to scale her business and expand into the American and European markets. She already has an investor in Miami and is working on opening branches in Tbilisi, Warsaw, Kyiv, and the Tuscany region. She sees great potential for growth in these locations, where she hopes to bring her signature art-inspired events.

Valeriia believes that money can only be made through doing what brings joy. She’s grateful her journey began in Bali. At first, the island was a place to find balance and to heal from past fears and traumas. But now, she’s clear that it’s not about the place, it’s about the inner state. “I didn’t find peace and harmony in Bali. I found it in myself.”