One L Professional Introduces a One-of-a-Kind Manicure Technique

Stas and Elena are both immigrants and approach business as so many other
immigrants as they really strive to prove their worth and to create a better life in
the United States for their family. Their other secret to their success is simply
sharing one of the many unique skills of their culture and conveying those through
their work. All women want pretty nude tones, no cuticles, and long-lasting
results.
The company currently has two studios: one in fast-paced New York City
and another in sunny Miami. Today, I'm visiting the midtown Manhattan studio—a
perfect choice for busy clientele hoping to squeeze in a manicure while taking care
of their various errands. Stas Tsarenok, the CEO of the company, joins me for a
quick conversation about the challenges and specifics of the manicure and pedicure
industry in the US.
My first question is:
Why did you choose this particular business?
"When Elena and I came to the States, we immediately noticed that the
manicure industry niche was lacking in many ways. There are lots of salons all
around NYC, but the quality/price ratio leaves clients disappointed. In their minds,
gel manicures are expensive, time-consuming, and/or unsatisfying."
"No one sufficiently introduced New Yorkers to high-quality services in this
segment of the field. Many people simply didn't know that gel nails can look
flawless! And here we are, offering a perfect gel manicure that only takes an hour
and a half, or a pedicure that can be completed in an hour. We know that time is
valuable and the pace of life in big cities is relentless, so we also offer "same time"
services — manicure and pedicure done simultaneously. This specialty selection is
performed by two technicians, so our customers have four hands in action, making
it a perfect solution for clients with tight schedules. It's expensive and it's worth
it!"
When did the business take its first steps?
"It was founded by my wife Elena in 2019, when she was working on her own. It
really became a family business in 2020 with me coming on board as CEO to
assist on the business development side. Together, Elena and I joined forces on a
mission to bring high quality manicure and pedicure services to Manhattan."
You've made impressive developments since then. Tell us more about
working with your spouse?
"Well, there's a bunch of pros and cons. One of the pros being the fact
that we have two different perspectives where we see different sides of the same
business. In terms of cons, well, it can be hard to balance out work and personal
life.
Regarding that balance, do you guys have any rules, like "leaving work
at work" or limiting the amount of time you two speak business?
"We actually do. It's probably one of the most important questions asked.
We're really working on that. 9 PM to 9 AM we are trying our best not to talk
about anything work involved. But you know, we both are highly involved in the
business. We are constantly dealing with our daily tasks, and clients reach out to
us a lot too, so sometimes we disobey that rule."
But what do American men and women want? And what is
the difference between clients in New York and Miami?
"In NYC, our guests don't do that many designs since it takes extra time.
They prefer minimalistic solid colors that coincide with the business environment
of the northeast. Meanwhile, clients in Miami are more relaxed, living in the beach
mindset year-round. They just love bright colors and fun designs.
Who could be your potential employee?
"Anyone who's eager to learn, move forward quickly, and build something
exciting together with us and our clients."
Do you do workshops or full beginner training for new technicians?
"We lead workshops in two different states, and we're also working on the
concept of opening our own school. At this point, the program is being finalized,
and it's all about the documentation"