Tuyaara Alaas trademarks her name to reclaim family legacy and block misuse
Hello, my name is Tuyaara Alaas. That's my real name, not a pseudonym. I'd like to share one of the most important decisions I've ever made.
Because of recent news, my name is no longer just a name. A year ago, I began the process of trademarking it, and just before leaving Yakutsk, I received the official certificate from Rospatent.
Why did I decide to trademark the name Tuyaara Alaas?
To protect my reputation and that of my family. It was deeply unpleasant to hear and read about an alcohol market, a vodka brand called Alaas, a wine labeled Tuyaara, or various companies using the name Alaas—and then to see people with the supposed pseudonym Alaas pretending to be my relatives. Every mistake they made ended up reflecting badly on me. Once, I even faced aggression—accusations that I was deliberately getting people drunk and opening liquor stores, even though I had nothing to do with any of it. I was even blamed for a poorly built road constructed by a company called Alaas.
At first, it was almost funny. Almost. But then I decided to take matters into my own hands and register my name with Rospatent. My first mentions in the media date back to the late 1990s, when I began participating in republican and international competitions, olympiads, and appearing on TV, radio, and at cultural events. After winning beauty pageants, my name became even more recognizable.
As a public figure, I was nominated for the Yakut of the Year award, hosted the women's TV show Kere Kistelene on republican television for several seasons, served as editor-in-chief of Yakutia's first women's website for five years, and organized hundreds of events and campaigns. On top of that, I've been running my own blog on YouTube and Instagram for years.
What happens now?
I intend to prohibit the use of the name Alaas for alcoholic beverages and liquor stores. I've secured nearly all trademark classes, making me the only one legally authorized to use these names.
As for other businesses that include Alaas or Tuyaara in their names, I propose we begin collaborating. In fact, I'm glad there are companies out there making life more comfortable and better for people—I've used their services myself and would be happy to support them.
Soon, my lawyers will reach out to these businesses to start our cooperation. You could also call this an open letter.
This has been a long time coming, and I'm doing it in memory of my father, Ot Alaas. He was the first Yakut to fully change his name to carry a traditional Yakut identity—and he had to sacrifice a great deal to do so. Today, things are easier, and we're free to choose.
