Jasmina Rucic: A Real Reinvention Story

If there’s one thing I’ve learned from moving countries, changing careers, and constantly throwing myself into new chapters of life, it’s this: reinvention is a lot less dramatic than people think, and a lot more fun. 

My book ‘From Tapas to Towers’ wasn’t planned. It wasn’t part of a five-year strategy or a vision board covered in sticky notes. It simply arrived as the natural result of constantly beginning again. Before I ever wrote a chapter, reinvention was something I did instinctively.

I started out working in Formula One as a PR manager. Yes, the world of roaring engines, adrenaline, hospitality suites, and more last-minute emails than anyone should ever experience. It was fast, glamorous, and exhausting, and it taught me how to think quickly, speak boldly, and smile even when there was chaos behind the scenes. Then I pivoted and created my own luxury events company. Reinvention number one. If Formula One was speed, luxury events were strategy. It was about creating moments people remember: the right lighting, the right champagne glass, the right connection at just the right time. I loved it, until I didn’t. That’s the thing about reinvention: it whispers before it shouts. When I moved from The Netherlands to Spain (Marbella), everything changed again. Sunshine has a funny way of opening you up to possibility. I opened restaurants, threw myself into a world of flavors and hospitality, and learned (quickly) that nothing ever goes exactly to plan in a restaurant, but somehow, it still works. Those years were loud and colorful and absolutely unforgettable. Dubai was my next leap. Reinvention number… honestly, I’ve lost count by now. But this time, something shifted. I didn’t want another fast, shiny chapter. I wanted something deeper, something creative, something that felt less like changing my life, and more like owning it. That’s where the book came in.

‘From Tapas to Towers’ started as notes, bits of memory, things I’d learned from moving through different worlds. It became a project that helped me understand who I was becoming. Writing isn’t just typing; writing is deciding. What do you keep? What do you let go? What deserves a whole page, and what gets a sentence? The biggest surprise of all was what happened after the book came out. I realized I didn’t just want to write about transformation, I wanted to share it. I longed for community, especially something warm and feminine, where women could gather and talk honestly about life, identity, creativity, and the books that shape us. That’s when I introduced reading retreats. Not conferences or networking events, just real experiences. A weekend away with thoughtful conversation, good food, laughter, pages turning, small revelations, big dreams, and that delicious luxury of having time to read without feeling like you’re stealing minutes from something else. We read, we talk, we connect, and something soft but powerful happens: we make space for who we are becoming.

Lately, my reinvention has taken a creative turn. I’m working on an immersive creative edition of ‘From Tapas to Towers’. Something playful, reflective, and designed to be experienced, not just read. It includes small interactive elements, quotes, and micro rituals woven through the pages, but I’m keeping the full concept a secret for now. Some ideas deserve to reveal themselves slowly. All I’ll say is this: it’s about making space for connection, expression, and seeing familiar stories in a fresh, personal way.

Reinvention used to mean jumping into a new role, a new industry, a new country. Now it feels more internal: an unfolding of creativity, intuition, and curiosity. Less hustle, more meaning. Less “what should I do next?” and more “what do I want to create next?” If there’s anything I hope readers take away from my journey, it’s that you don’t have to stay one version of yourself. You’re allowed to evolve, explore, and try again. You can walk away from something that once fit and step into something that feels surprising and true. Reinvention doesn’t always announce itself as a big idea. Sometimes it looks like an email draft you finally send, a chapter you decide to write, or a plane ticket you book before you talk yourself out of it.

My story is still unfolding. There’s more to come; more creativity, more connection, more projects that start as a feeling and turn into something real. I’d love for you to follow along, explore the retreats, and stay updated:

The book — www.fromtapastotawers.com

The reading retreats — www.thenextchapterclub.co

// Jasmina Rucic