20-years, film festival and groundbreaking success

Time flies. Just yesterday it felt like we were waiting for summer to arrive and before you know it snow banks will be lining the streets of Toronto. But, not before the highly anticipated 2022 Toronto International Film Festival (TIFF), which is set to return to its full in-person format again this year after a couple year hiatus due to the pandemic. Something, this month’s cover star, Natasha Koifman, is all too immersed in. If you don’t know Koifman, you likely know of her, or you may have seen her on social media, the society pages of the Toronto Star and National Post, or maybe even caught one of her regular appearances on TV as a guest on ET Canada chatting all things celeb. If you ever do come across her, I might say, her introverted personality sometimes comes off the wrong way and can often be misunderstood… Luckily, we got a chance to sit down and hear a little more about her success story, while also deep-diving into more about her family, her groundbreaking new real estate project (yup, she’s got a building named after her), the 20-year anniversary of her company, and the inspiring story of where it all began and everything in-between.

Cover feature presented by:
Sony Music Entertainment Canada

Where it all began…

I must admit, the story is much different than I first assumed before getting to know Natasha Koifman through this interview (I know, don’t judge a book by it’s cover, never rang truer). What I had come to my own conclusion over the years from running into her at events, spotting her on the red carpet–or even way back in my early days overhearing people rave and idolize her for her success–was nothing even remotely close to what I’ve come to realize. Unfortunately, many times you see someone’s success and notice them from afar and make assumptions and/or your own conclusions as to how they got there. Interestingly enough for me it was quite eye opening and inspiring to hear Koifman’s story and I’m glad we get the opportunity to share it with you now too.

Family centred, humble beginnings

It wasn’t always glitz and glam squads for Natasha Koifman. Coming from humble beginnings, with a common immigrant family story, Koifman’s actually a first-generation immigrant child, who’s parents immigrated to Canada from the Ukraine when she was only 5-years-old. Sharing the common immigrant story that her parents landed in Canada (in Edmonton, Alberta—later moving to Toronto at 13) with no more than $100 in their pocket. But the one thing they did have was, love. Something Koifman says she admires about her parents, and that she still does, because after so many years, Koifman says, “they’re still so in love.”

But that wasn’t her only inspiration, Natasha Koifman shares that her “guiding compass” to want to go out on her own and start her now international PR agency, NKPR, was her son Justin, whom she had at the young age of 18. “As a young mother,” Koifman says,

“I knew that I wanted to make sure that I had a career, or was doing something meaningful, so that he could be proud of me.”

Natasha Koifman, president and founder of NKPR

Koifman goes on to say, “we grew up together. I was a kid with a kid. I was 18 when I had him. When I think about where we are now, I think we’re both proud of each other.” Working her way through school, studying Journalism at York University. “The biggest thing for both of us was that mutual respect, admiration and love [for one another]. I had him before there were mom blogs and before there were people helping you with what to do. I only had, like, this one book…I think it was was called Dr. Spock’s, and everything else, [I] kind of figured it out along the way. “

“I think we’re both proud of each other because it took a lot of hard work for both of us to get to where we are.”

Natasha Koifman, president and founder of NKPR

“But like I said, we did it grounded in love, respect and mutual admiration for one another”, says Koifman. After school she went on to do some work in media as a writer in New York, including some work for HBO. But her son was little, and after a few years she says, “[I] got kind of burnt out, to be honest, and then moved back to Toronto.” We can only imagine that wasn’t easy.

The unexpected pivot in her career

“Then it was [in] Toronto where I sort of ended up at the crossroads where I remember having a job offer at the Toronto Sun to be a writer, and Nick Di Donato from Liberty Group offered me a job to be there director of communications. And I was like, you know what, I’m gonna do that because it just felt like again, it was this opportunity to be part of creating a story, as opposed to being told what to write.” That was her path to a communications and PR and she says she loved it. “I feel like I’ve learned so much working with Nick [Di Donato] and he’s obviously a huge, huge influence in the city.” She’s not wrong. You may recall our mention of them from our feature last month, where we shared a little about Liberty Group, Nick Di Donato and his wife, Nadia Di Donato, our July cover star. “Later, when I started my own company, he (Nick Di Donato) hired NKPR to do work for Liberty Group,” says Natasha Koifman. “So it all came full circle, somehow.”

But, not only did Natasha Koifman work her way through school…with a child, she went on to put her son Justin, a now accomplished lawyer practicing here in Toronto (just down the street from her office), through law school too. Admirable, without a doubt.

Key learnings: Work ethic and zero judgement

“If there is anything that being a single mother taught me,” says Natasha Koifman, “is work ethic. I have no issue in working, 15, even 18, hour days. I’m on time. I do whatever I need to get [the job] done.” Something I would say is less and less common these days. So much so I found myself and some colleagues commenting about it on set just a few days ago. It’s almost like they don’t make people with work ethic these days. This new generation is so different. Maybe it’s because most things are handed to them, or maybe it’s their sense of entitlement. I’m not sure, but it’s definitely prevalent. Hard work does pay off and we can definitely see it paying off in Koifman’s continued success.

“[Being a single mom] also taught me about compassion and empathy, which I think are really important traits when running a business and managing people,” said Koifman. “So for me, I think those are the important traits because I was a young mom, and that time when I had my son, there was a lot of judgment about being a young mother and single parent, so that taught me to be empathetic and have zero judgment.” She goes on to say…

“I’m one of those friends that I know that I would be the first call if any of my friends ended up in jail.“

Natasha Koifman, president and founder, NKPR

“I can tell you that I would probably be their first call,” says Koifman, “for most of them because I have no judgment. I would be the one that would be saying, okay, let’s fix this as opposed to [asking], why did you do that?” Which I am sure goes a long way. Last thing someone going through some sort of struggle or challenge, whether on a personal level or even professional, is being judged for their mistakes or actions.

Living in the limelight

As any public figure and celebrity alike will tell you, living a public life comes with its challenges, for sure. Constantly living in the limelight with limited or no privacy. Over the years, Koifman has been known to be very open and public both with her relationships, marriages and even her lavish weddings. With a number of her weddings showcased in the leading publications in Canada. It almost makes you wonder what her thought process was, and why she would be willing to do that. But Natasha Koifman goes on to tell us that, “I am me and I’m authentic with the situations that are out there, and so I own it. Do I have any regrets? Probably not. I think that every single relationship, or thing I’ve gone through is a learning opportunity and I feel like I’ve learned something from everything. Do I pivot? Sure, I do. And do I have to do it publicly at times? Absolutely, because you can’t be public about somethings and not about others.” Which was very well said! “But, I’m honest about it and I try and be as open as I can,” says Koifman, “but with some boundaries.” At the end of the day, as Koifman very well puts, “you’re human and you’re going to make some decisions that maybe you wish you made different ones, but also at the same time, you learn so much, and again, you can’t grow without making mistakes and learning along the way.” I couldn’t have said it better myself. “Ultimately, those learnings get you to where you are today and I’m I’m happy with the person I am.”

Building something her son could be proud of: NKPR

As I mentioned above, Natasha Koifman, dubbed by many as a PR guru, is the president and founder of international PR agency, NKPR. With a team of 30+ and an extensive client list including 10 of the top real estate developers in the city and more. But it wasn’t always that way. When she first started, it was just her and her dog (clearly she’s a dog person, being a paw-parent to 2 gorgeous black labs) working out of her basement. All she wanted was to build something her son could be proud of, and we imagine he is.

NKPR’s 20th anniversary

Now, over 20-years later, NKPR (which represents her initials NK put together with “PR” as they focus on public relations) is highly regarded as one of the leading boutique PR agencies in Canada. Something she strategically has decided to maintain. “It’s never been about building a massive company,” Natasha Koifman says,

“I very much want to always be able to pick and choose who we work with and what we work on.

Natasha Koifman, president and founder of NKPR

“And that’s always going to take priority. As an example, Natasha The Residences,” her new real estate project we elaborate on down below, “was a really interesting project. A big part of our client base, are the leading developers and builders in this city, so that was an organic direction to go in. So, when I look at growth, I sort of see growth potentially in that direction. I love working on that part of the business.”

Groundbreaking success: Natasha The Residences

Summer of 2021, Koifman announced her much anticipated namesake real estate project, Natasha The Residences. A collaboration between Koifman, Lanterra Developments and Studio Munge, “with me working so closely with Alessandro Munge,” says Koifman, “and it was a dream because I was able to take my love of design and my [personal aesthetic] and bring it together. It was quite Magical.”

“Being able to create a sense of home for people, was probably a dream come true for me.”

Natasha Koifman, president and founder of NKPR

“Natasha The Residences is a compelling project for its premier downtown location,” said Andrew Konev, Senior Vice President of Development for Fengate Asset Management in a press release, “offering residents easy access to top-of-the-line retail and amenities, restaurants and entertainment, dynamic public spaces, and transit options.”

Located at 263 Adelaide St. W. inspired by none-other than the highly respected PR powerhouse, Natasha Koifman, the new 47-storey high-rise will be at the South-East corner of the John St. intersection, “soaring atop the historic Purman building and maintaining the original structure built in 1915 as the base five floors. Designed by BDP Quadrangle, the architecture will be defined by North panelling reflective of luxury timepieces opposite soft, feminine curves on its South side,” said a press release announcing the project. Designed by the acclaimed Alessandro Munge of Studio Munge alongside Natasha Koifman and will match Koifman’s iconic all-black-everything style (as you may see here in this editorial too–a first for our team to accommodate, but we are glad we did). The property will also include amenities like a content creation studio, community pizza kitchen, and concert piano room.

The project is said to break down later this fall and sold out 70% of their allocations in just a few weeks. With units starting from the $500s, somehow we’re not surprised.

TIFF will be back in full swing

If you’ve followed any of Natasha Koifman’s success over the years, you know that she’s widely known as an authority surrounding the annual Toronto International Film Festival. From hosting her highly anticipated annual countdown party that happens at the end of August (and one we never want to miss, coming up on August 24th this year), to the numerous charitable initiatives, red carpet events, parties and more. Including the star-studded IT House as well as the Artists for Peace and Justice Gala, taking place this year on September 10th. One which sits near and dear to Koifman’s heart and that she furiously strived to keep going during the pandemic…even going as far as hosting a dinner last year to a limited group in her very own backyard to be able to continue to raise funds–and successfully raised over $700k.

The Artists for Peace and Justice (APJ) foundation, that Natasha Koifman chairs from here in Canada, is one that Koifman is incredibly passionate about. You can sense it in her voice when she speaks about it. Her eyes light up and her voice deepens and you can truly sense that her heart goes out to the Haitian people. Rightfully so. Sadly, Haiti has been plagued with countless natural disasters over the years. Thankfully, the APJ foundation has been able to raise over $33-million dollars, over the years, to fund educational programs for the children of Haiti by building the very first free high school in Haiti–because sadly there is no free education there beyond junior high.

But her TIFF efforts don’t end there. NKPR has been known to support, produce and organize countless TIFF events over the years. Many of which are highly anticipated and this year, they’re set to be working on their IT House, an experiential hub, on September 8th through to September 10th, as well as supporting this year’s first HELLO! Canada x Toronto Life’s Hollywood North Party. A much anticipated event that for the first time during the festival, will bring together both media brands for an evening highlighting Canadian talent.

“Festival magic is back in full-swing!

Natasha Koifman, president and founder of NKPR

“This September, Toronto will be the star as the city’s energy and vibrancy returns to play host to the entertainment industry for the largest public film festival in the world,” says Natasha Koifman. “For well over two decades, we have been committed to creating meaningful and unique experiences and activations that resonate and celebrate the film industry. One of the building blocks of our business was the festival, so as we celebrate NKPR’s 20th Anniversary this year, we look forward to creating continued meaningful moments that matter.”

She also went on to say that she believes this upcoming TIFF season is going to be one to remember. We equally agreed how magical the film festival season is here in Toronto, “the energy is palpable,” she says, and I’m confident that this year all the events, films, and celebrities will be back in action more than ever before. I cannot wait!

What’s next?

With 20-years now behind her, incredible projects on the horizon and passion for philanthropy, Natasha Koifman, says she’s just excited to see all this through. Excited about Natasha The Residences breaking ground this fall, and the TIFF season. Beyond that, she’s poised to keep up her philanthropic initiatives, and growing her company, one partner/client at a time.

Credits

Producer, and Creative/Art Direction and words by: STEVEN BRANCO; Photography: NICK MERZETTI; Hair & Makeup: JODI URICHUK/L’Oréal Paris/Shu Uemura/Plutino Group; Gaffer, MICHELLE DELANEY; Production Assistants and BTS, MURSAL RAHMAN and SHYUN ADGHDASY. A very special thank you to our green room support team at the HAZELTON HOTEL, including Front Desk, the Bellmen, and JESSICA RODRIGUES; as well as NKPR‘s team for the behind the scenes help and support.

Cover feature presented by:
Sony Music Entertainment Canada

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Originally published: August 10, 2022