Hey,
My name is Karolina Rucinska, and I’m the founder of Between Natures. I’ve spent years moving between tourism, research, consulting and innovation teams. I know what it’s like to juggle a big vision, a tight budget, staff energy and guest expectations—all at once. That’s why I started Between Natures: so you don’t have to pick between doing what’s right and thriving in your role.
How I started
I began on the floor, delivering multilingual tours at Dublin’s Guinness Storehouse, handling ticket sales and stepping in wherever the rush took me. In Barcelona, while on a study visit and work experience, I gained the first-hand experience of what it is like to live in a city that is one of the most visited places on Earth.
Later, at Wales’ Millennium Centre in Cardiff, a much quieter city, I trained new staff, answered visitor questions and kept the service level high during busy seasons. I loved the buzz, the teamwork, and the satisfaction of seeing a day run smoothly.
What I did to deepen my knowledge
I love practice as much as I love theory, so I while I worked, I studied. It all started rather humbly with a licence as a tour leader, and quickly moved to a BA in Tourism Management (University of South Wales) where I first heard the term sustainable development.
Wanting to see how tourism could become a force for good, I earned an MSc in Sustainability (Cardiff) and later a PhD in Cultural Geography, exploring how emotions shape public dialogue around controversial innovations and solutions.
In addition, I deepened my practical side with certifications in PRINCE2 project management, Environmental Management and Carbon Accounting.
What I have achieved
Throughout my career, I kept on looking for solutions that could address the biggest problems. And so, I moved between agri-food, through energy and later corporate sustainability sectors implementing new theories into actions along the way. As a result, I have repeatedly turned ambitious ideas into concrete results.
A standout moment was supporting a holiday resort that, with my assistance, earned the King’s Award for Sustainable Development – the highest achievement a private business can achieve in the United Kingdom.
What I have learned
My journey across places and spaces, taught me that juggling a big vision of a sustainable world, a tight budget, staff energy and expectation of guests, funders and clients all at once can feel daunting. But, once the problem is decoded, the feelings can be unlocked and one can go forward with confidence moving projects forward.
That’s why I started Between Natures: so you don’t have to pick between doing what’s right for sustainability and guests, and thriving in your role.
Tell your story
Share a few lines about your journey to the role you are in. Tell us what feels good and where you feel are stuck. Bullet points are welcome. Plain language is perfect.