Sabina Reingold, co-founder of Jolbors Festival, has turned her lifelong passion for art and storytelling into a platform that shines a global spotlight on Central Asian creativity. From writing childhood poems and organizing courtyard concerts to curating a festival that unites creators across continents, she has always followed the call of imagination.

As Jolbors grows into an international stage, Sabina champions projects that inspire, spark new ideas, and help people reconnect with their passions. For her, creativity isn’t about trophies - it’s about community, connection, and the pure thrill of seeing ideas come alive.

1. WHAT WOULD MAKE YOUR SOUL SING? WHAT MAKES YOU HAPPY?

Art is what makes my soul sing. I find endless inspiration in museums and galleries, watching how artists turn their vision into something tangible. I’m also deeply moved by ideas that grow into something real, projects that spark imagination and make a genuine difference.

2. A CHILDHOOD STORY THAT ANNOUNCED THE CREATIVE PERSON YOU ARE TODAY

I was an active child with a vivid imagination. I loved reading and often wrote little poems, creating whole worlds in my head. In our courtyard, my friends and I organized annual concerts — we performed cover songs, choreographed dances, and invited all the neighbors to watch. I also ran my own “jewelry shop,” making rings and bracelets out of anything I could get my hands on. Those moments were probably the first signs of the creative person I would grow up to be.

3. BEST CONTEXT EVER FOR INSPIRATION WAS

The best source of inspiration is when I see how Jolbors Festival — or any project I create — impacts people, helping them fall in love with what they do all over again. This year, one of the participants wrote to us saying the festival helped her reconnect with her passion. Last year, someone shared that it helped them overcome burnout. Moments like these remind me why I love creating projects that help others grow in the work they truly care about. 

4. THE PROJECT YOU LOVED MOST

Without a doubt, Jolbors Festival. Watching how it shaped the creative industry in Central Asia, inspired so many talents, and brought our community together has been one of the most fulfilling experiences of my life. This year, as the festival goes international, I feel even more inspired, knowing that what started as a regional dream is now connecting creators around the world.

5. THE PROJECT OTHERS LOVED MOST

Once again, it's the Jolbors Festival. As Yulia Tushina, CEO of GForce/Grey Kazakhstan, once said: “Every year we look forward to Jolbors! It’s a «save the date» event for years ahead. Honestly, this festival deserves a Grand Prix for being the most soulful festival in the world.”

6. THE BEST THING ABOUT LOCAL CREATIVITY IS

What I love most about local creativity is the hunger — the passion and drive to create meaningful work and to be seen. Our region is still finding its place on the global creative map, but every year it shines brighter. The resilience and ambition of local creators, their ability to keep going no matter what, and their desire to reach international heights — that’s what inspires me the most. 

7. BEST STATEMENT OF LOCAL HUMOR

Humor is still a tricky area in Central Asia. Unfortunately, I can’t yet point to a truly successful example, whether in advertising or other creative pieces. We haven’t quite found our unique tone yet - most attempts either feel forced or cross the line. I hope with time and cultural confidence, we’ll see more clever, thoughtful, and genuinely funny work emerging from the region.

8. ADVICE FOR INTERNATIONAL HEADHUNTERS, RELATED TO LOCAL CREATIVES

My advice to international headhunters is to look beyond the surface. Local creatives in Central Asia may not always have global awards or famous agencies on their résumés yet, but what they do have is incredible talent, resilience, and a hunger to grow. They’re used to working with limited resources, thinking flexibly, and finding creative solutions in challenging contexts — skills that are invaluable anywhere in the world. 

9. BEST PLACE IN YOUR COUNTRY:

In Kazakhstan and Kyrgyzstan - the mountains, in Uzbekistan it’s the place where you could taste true plov.

10. MOST DISTURBING CLICHÉ ABOUT YOUR COUNTRY, IN THE MEDIA OUTLETS OF THE WORLD IS

Globally, countries like Kazakhstan, Uzbekistan, and Kyrgyzstan are often seen through the shorthand “-stan,” implying remoteness or lack of development. While these are developing regions with plenty to improve, they are full of talented, open-hearted creatives and extraordinary hospitality. Every year, international visitors to our festival leave impressed, often saying they didn’t expect such a high-quality, inspiring experience. 

11. YOUR COUNTRY SHOULD BE KNOWN FOR

The Central Asian region should be known for talented people, incredible hospitality, and stunning natural beauty. 

12. YOUR VIEWS ON SPIRITUALITY

Spirituality, for me, is a journey inward - a gentle dialogue with myself, a deep connection to my own being and  the art of being in harmony. It’s about living with sensitivity, finding inner calm, and moving through life in harmony with my true path.

13. YOUR VIEWS ON MONEY

I see money as a tool — something that enables ideas to become real and visible, and helps talented people be heard, develop their creativity, and to support the growth of creative work that can inspire others.

14. AN INSPIRATION SOURCE YOU RECOMMEND FOR A YOUNG CREATIVE (A BOOK, A DESTINATION, A MOVIE, FOLLOWING SOMEONE RELEVANT ON SOCIAL-MEDIA)

Literature and poetry are a great source of inspiration for me. I’m inspired by Milan Kundera and Ray Bradbury, but most of all by Pablo Neruda, whose poetry stirs the soul. Another endless source of inspiration for me is visiting art galleries and spending time in nature — they calm the mind and awaken creativity. 

15. A LOCAL BASED FEMALE TALENT THAT DESERVES TO BE PROMOTED AT INTERNATIONAL LEVEL, AS EXPONENT OF LOCAL CREATIVE SPIRIT

Central Asia is full of brilliant female creatives whose work embodies the local spirit. Their projects are innovative, inspiring, and deeply rooted in our culture — they absolutely deserve to be celebrated on the international stage.

BIO:

Sabina Reingold is the co-founder of Jolbors Festival, a creative festival that was founded in Central Asia in 2012. At that time, the region’s advertising and marketing industry was barely visible on the international stage. Sabina believed that Central Asia deserved a platform to celebrate creative ideas and talented creators - a platform that would inspire growth and shape the industry’s future.

Over the years, Jolbors has united creatives across the region, becoming a space for creative expression, professional growth, and collaboration. Thanks to the festival, a true festival culture was born in Central Asia - agencies began to participate and win at prestigious international awards, while the quality of local work reached a new level.

In 2025, Jolbors evolved from a regional event into an international festival, aiming to connect creators from around the world, foster creativity, and encourage exchange of ideas. The festival maintains exceptionally high standards: in 2025, only 15% of entries made it to the shortlist, and 13% received awards.

Sabina began her career as a journalist, later becoming a PR expert, while developing Jolbors as a passion project alongside her corporate career. She has worked both client-side — with leading telecom and FMCG brands — and agency-side, as a new business director across Central Asia and Russia.

Her dedication to the creative industry started early. At 18, she founded a creative community for young writers and poets in her home country, organizing educational workshops and cultural events to help emerging talents grow. Sabina has also served as a jury member for the international Epica Awards, continuing her mission to empower and celebrate creativity across borders.