From Factory Worker to Luxury Salon Owner: A Belarusian Woman’s Journey to Success

From Humble Beginnings to a Thriving Business

This summer, Yanina Leonovich, a technologist and keratin treatment specialist, opened her third hair care studio in Minsk. In an exclusive interview with “City of Women,” Yanina shared her inspiring journey from leaving her factory job to creating a unique, high-end beauty salon with no competitors in Belarus.

Finding Her Passion and Gaining Clients

While finishing university, Yanina realized she didn’t want to pursue a career in her field of study. One of her professors noticed her disinterest and encouraged her to find a niche where she could truly shine. Inspired by his words, Yanina reflected on her love for hairstyling, which began during her early university days. She enjoyed creating various hairstyles and decided to turn her passion into a profession.

Yanina found relevant information and courses on social media and quickly enrolled in a keratin treatment training program. Although the classes were brief and not very informative, she remained determined to succeed. After completing the course, she created an Instagram account, posted pictures of keratin-treated hair, and started following other users. Within hours, she had booked clients for the next two days.

Overcoming Challenges and Believing in Herself

Despite her initial fears, Yanina was committed to her new venture. Her first client was a friend who was thrilled with the results, even though the treatment didn’t take as well as expected. This boosted Yanina’s confidence, and her next client’s successful treatment solidified her belief in her abilities. She reinvested her earnings into new products and continued to grow her business.

Many professionals hesitate to start their businesses due to the challenges of working from home. Yanina, however, began her journey in a dormitory, providing treatments in less-than-ideal conditions. Despite the unconventional setting, her clients were satisfied with the results and the overall experience. She ensured her workspace was clean, organized, and inviting, with refreshments and a pleasant atmosphere.

Balancing Factory Work and Her Growing Business

After moving into a rented apartment, Yanina’s workload increased, but she was still required to work at a factory. She managed to juggle both responsibilities, often working late into the night and seeing clients after her factory shifts. Eventually, her factory schedule changed, allowing her to see more clients on her days off.

However, the stress of balancing both jobs led to burnout. Yanina struggled with the emotional toll of being forced to work at the factory while knowing her true passion lay elsewhere. As her required factory work neared its end, she begged her supervisors to let her leave early, but they refused. This setback only fueled her determination to succeed in the beauty industry.

Creating a Luxurious Experience for Clients

Yanina invested her savings into renovating her apartment to create a more comfortable space for her clients. She became the first keratin specialist in Minsk to install a professional sink in her home, even if it meant breaking through a kitchen wall. Although she still had to manually dispose of the water, her clients appreciated the improved setup.

She also added shelves from IKEA and installed LED lights around her mirror, creating a salon-like atmosphere. Yanina’s dedication to her craft and her clients’ comfort was evident in every aspect of her workspace.

Expanding Her Business and Overcoming Burnout

After a year of working from her apartment, Yanina experienced burnout again. She was exhausted and considered giving up her business. Fortunately, her gym trainer offered her an extra room to use as a studio. This opportunity allowed Yanina to separate her work and living spaces, providing her with much-needed balance.

As her business continued to grow, Yanina dreamed of hosting group training sessions. However, her current space was too small. One day, while walking past a property she had admired for years, she saw a “For Rent” sign. Without hesitation, she claimed the space, knowing it was perfect for her expanding business.

The Importance of Luxury in the Beauty Industry

Yanina believes that the beauty industry in Belarus lacks high-quality luxury experiences for clients. She is committed to providing exceptional service, offering refreshments, and creating a welcoming atmosphere. Her dedication to her craft and her clients has set her apart from competitors and established her as a leader in the industry.