Tanja Filipovska, the creative mind behind MADMIA, turned her love for individuality and fun into a global sock phenomenon. Starting from her kitchen table, Tanja built MADMIA into a vibrant, internationally loved brand that encourages people of all ages to express themselves through bold and playful designs.
In this conversation, she shares how she brought MADMIA to life, from early challenges to securing dream collaborations with iconic brands like Disney and Nickelodeon. Tanja also opens up about her journey as an entrepreneur, the importance of celebrating uniqueness, and how she keeps the MADMIA magic alive as the brand continues to expand across the globe.
Tanja, your journey from packing orders in your kitchen to leading a global business is inspiring. What motivated you to take that first leap into entrepreneurship?
In the beginning, I was MADMIA’s only employee, which meant wearing every hat imaginable. Working from my kitchen table, I took on the roles of designer, production manager, social media manager, packer, cleaner, customer service assistant, and even bookkeeper. It was an “all-in-one” role, and I gave it everything I had because I wanted to create something truly special and magical—something people would love and, more importantly, something that would bring joy to their lives.
Even though I was technically just an employee at the start, I treated MADMIA as my own business from day one, pouring my heart and soul into every task, no matter how big or small. I believed in the brand and its potential more than anyone else. I knew that if I could make people smile with my designs, then all the hard work would be worth it.
Those early experiences shaped my approach to running MADMIA with a deep sense of responsibility, care, and commitment. They taught me the value of personal connection, resilience, and the importance of creating something meaningful. That foundation has continued to drive me as the brand has grown, and it’s something I hold close every single day.
You’ve partnered with huge brands like Disney and Nickelodeon. How did those collaborations come about, and what was it like to see your designs alongside such iconic characters?
Securing partnerships with iconic brands like Disney, Mattel, Warner Bros., MGA, DC and many more was a dream come true for MADMIA! But, like all good things, it didn’t happen overnight. From the very beginning, I was laser-focused on building MADMIA as a brand, creating my own designs and assets — creating something that would make people stop, smile, and say, “Wow!”
Once I had established our brand identity with my own designs, the next goal for me was collaborating with licensed brands to create something truly magical. I mean, imagine combining MADMIA’s style with some of the world’s most beloved characters and brands, it was an idea too exciting to ignore!
Just getting a meeting with these licensed iconic brands took months if not years! I had to be persistent, patient, and probably a little bit of a squeaky wheel. But once I finally got in the door, it didn’t take long for these licensed brands to see the magic in MADMIA. They saw how unique MADMIA Socks were and how perfectly it would pair with their iconic names. Before long, I had the green light, and collaborations with some of the world’s biggest brands were born!
Those partnerships have been a dream come true, and they continue to inspire me to push the boundaries of creativity and fun with every new design.
MADMIA is all about celebrating individuality and creativity. Why was it important for you to build a brand that encourages people to embrace their uniqueness?
It’s simple: it makes people HAPPY! After MADMIA launched and people started wearing the socks, I began receiving heartfelt letters, emails, and messages from customers about how MADMIA socks made them or their kids feel more confident, joyful, and unique. That’s when I realised MADMIA wasn’t just a sock brand—it was a lifestyle brand.
These experiences showed me MADMIA’s universal appeal and its ability to bring joy to people everywhere. From then on, I was committed to building MADMIA with a global vision, staying true to my mission of spreading happiness with our unique, colourful socks and accessories.
What were some of the key lessons you learned while scaling your business from a small operation into a global brand with such high demand?
In the beginning, I was MADMIA’s only employee, which meant wearing every hat imaginable. Working from my kitchen table, I took on the roles of designer, production manager, social media manager, packer, cleaner, customer service assistant, and even bookkeeper. It was an “all-in-one” role.
One of the hardest parts of growing MADMIA was learning to let go and trust others with the roles I had been doing myself. MADMIA has always felt like my baby, and suddenly, I had to trust other people to take care of my ‘baby’ as well. It was nerve-wracking, and I felt very insecure, wondering if anyone else could handle things with the same love and dedication. Trusting others to carry forward the brand’s vision was necessary, but it was incredibly difficult at first. Slowly, I learned to delegate and realised that building a passionate team who understood and cared about MADMIA as much as I did was essential for our growth.
With products selling out so quickly, especially your most popular launches, how do you maintain that excitement and stay connected with your customers?
To keep the excitement alive and stay connected with our customers, we focus on creating fresh, innovative designs – there is always something NEW and exciting coming from us—we usually spend months perfecting one single sock design until we go in full production. We value our customers’ feedback deeply and involve them in our journey, making sure they feel like part of the MADMIA family. Their support and enthusiasm drive our success, so they’re always the first to know about new ideas, and their opinions truly matter. This collaboration keeps us inspired and helps us continue delivering products that bring joy.
Growing your business internationally must have been a big step. What’s been the most rewarding part of expanding into new markets and managing a global brand?
Expanding MADMIA internationally has been an incredible journey. The most rewarding part has been seeing how our socks bring joy to people from all over the world, each with their own unique style and culture. It’s amazing to receive messages and photos from customers in different countries, all connected by their love for MADMIA.
Managing a global brand has also been a huge learning experience—it’s pushed me to understand new markets and adapt while keeping MADMIA’s playful spirit intact. The chance to spread happiness worldwide and see MADMIA’s impact across different communities has been truly fulfilling.
Looking ahead, what’s next for you, and how do you keep innovating while staying true to the playful and quirky spirit people love?
Currently, I’m thrilled to be working on opening another warehouse as we expand MADMIA into Brazil—a vibrant market that perfectly aligns with our brand’s energy and creativity. Looking ahead to 2025, we’re gearing up for some incredible collaborations with iconic international brands that I can’t wait to unveil. These partnerships represent an exciting new chapter for MADMIA, and I’m so eager to share the journey with all of you as we continue to grow and inspire fun around the world.
