High Standard
In life, every step can be decisive, and our choices shape our future. But some people possess a remarkable, almost heaven-sent strength to not only pursue their dreams but also make them a reality. Imagine making a unique choice at 18, completing a course in the service and hospitality industry, swiftly climbing the career ladder, and then starting your own business — it sounds nearly impossible. Indira Urazova, the owner of the Brow&Beauty salon chain, went even further: by the age of 24, she had earned her first million and shows no signs of slowing down.
My life finds meaning through serving others, especially women. This journey began early: at 18, when my peers were dreaming of higher education, I already knew that my calling lay in the service sector. My choice puzzled my relatives, as in our Western Kazakhstan community, most aspired to become oil workers, engineers, or chemists. But my creative nature guided me from childhood.
After school, I was fortunate to meet the person with whom I tied my life. I chose a stable partner, while I found myself in the unpredictable and dynamic service industry. Marriage gave me the freedom to follow my dream without fear of something going wrong. Even before marriage, I interned at the reception of a large international hotel chain, and soon after, I headed the Front Office and then managed the entire hotel. My determination and enthusiasm allowed me to advance quickly up the career ladder. By the age of 19, I had earned the respect of my colleagues, who recognised my authority despite my young age.
Managing 47 rooms, a fitness centre, and a restaurant, I mastered the fundamentals of service. But the scale seemed insufficient for my ambitions. I wanted to create beauty with my own hands, involving like-minded people in this endeavour. That's when the idea of opening my own beauty space was born. However, first, I needed to acquire professional skills to earn the trust of potential clients.
Simultaneously, I searched for talented, like-minded individuals. I invited graduates of art universities — florists, musicians, and painters — to join the team. Such a team not only skilfully handled their work but also engaged in meaningful conversations with guests. Our specialists stood out for their erudition and dedication to their craft, with many working alongside me for over seven years.
After opening several beauty studios in Kazakhstan, we decided to conquer new horizons and moved to Dubai. We started small: renting a modest office, obtaining a licence, and working to win the trust of the local clientele. After a year of diligent work, we expanded into a full-fledged salon, and a couple of years later, we acquired a luxurious 500-square-metre villa.
However, there remained an untapped niche in serving local residents who preferred salons for their own. We had to open a second branch in an Arab district specifically for Emiratis. This approach was greatly appreciated: now, among our clients, there are many individuals of royal blood. Soon, the brand became recognisable not only in the Arab community but also in the international expat circles.
The secret to our success lies in clear service standards, translated into various languages. From housekeepers to top stylists, all employees know the service protocol inside out. Each guest is surrounded by attention: we take an interest in their affairs and strive to be helpful.
We take particular pride in our loyalty program for VIP clients, featuring exclusive events such as gong meditations, themed breakfasts, and workshops. These events create a trusting atmosphere and help us better understand our audience. Our goal is not just to provide a service but to build friendly relationships.
After the pandemic, we were among the first to actively resume work and were nominated in the Top 100 fastest-growing SMEs. Last year, I was invited to Forbes Middle East, and this year, to an event in Saudi Arabia.
In addition to the salon business, I am involved in other projects. However, I intentionally do not publicise these activities to maintain focus on the Brow&Beauty image. Diversification is important for financial stability, but it is also beneficial to concentrate marketing efforts on promoting the key asset.
The key to the prosperity of any beauty project is a strong team united by common values. Our team is passionate about a healthy lifestyle, practises yoga and meditation, and adheres to ethical nutrition. We regularly go on retreats to combine work and spiritual practices. New employees undergo training and master foreign languages for comfortable communication with guests. I motivate them with the prospect of career growth: the best masters get a chance to become managers.
Thanks to their broad outlook, our specialists find common ground with clients of different nationalities. We welcome local residents and expats from France, Germany, India, the United Kingdom, and other countries with equal sincerity. The cultural diversity of Dubai opens up endless networking opportunities. The main thing is to show respect for traditions and different mentalities.
Collaborating with foreign personnel has proven to be very productive. With proper motivation and clear instructions, people from Syria, Yemen, Sri Lanka, and Morocco work no less efficiently than compatriots from the CIS countries. They often even surpass them, as many come to the Emirates with a firm intention to build a career and provide for their families back home. Unlike our countrymen, who are prone to indulging in nostalgic memories, they live in the here and now, clearly understanding the ultimate goal.
At the dawn of my career, I dreamed of creating an ideal world where harmony and justice reign. But with experience came the understanding that business is inseparable from society with all its contradictions and flaws. The pandemic exacerbated the fragility of human relationships and forced us to re-evaluate the usual way of life. To preserve the team, I had to abandon national preferences and build a multicultural team. Initially, it seemed difficult to instil our corporate standards in newcomers, but practice has shown that with the right approach, people quickly adapt and adopt the brand's values.
To aspiring entrepreneurs, I advise not to be afraid to take risks and try. Formulate your business idea clearly, based on the real needs of the target audience, not on abstract dreams. Study demand, analyse the market, and choose the right location. Don't immediately invest all your funds in a large-scale project; start with a small format. Make useful connections and attend industry events. If your product is truly needed by people, the Dubai authorities will provide all-round support, guidance, and direction.
The leader's stability is the cornerstone of a company's success. Avoid burnout, alternate work with rest, and replenish resources. For me personally, children and travel serve as a source of energy. We often go out with the whole family in a trailer to the desert or mountains, live in tents, cook over a fire, and communicate with local fishermen. Such a digital detox helps to take your mind off everyday worries and find peace of mind.
Such moments help to recharge and receive support. My first advisor is my husband. He is older than me and has more experience and wisdom. Unlike me, he is more balanced and calmer. My close circle is also a source of strength. I have a strong community of close friends who are also in business. I have many female friends who are older than me and have achieved impressive results in their careers. I can always turn to my mentors and teachers for advice, which is an important achievement for me.
I was not alone in this race to get ahead of myself and achieved a lot: at 24, I already had three children, but I continued to work and earned my first million. This was a significant achievement for me. I have a big global goal that I continue to work on. At different periods of my life, I am inspired by different people, depending on what I feel I am lacking. If I get too carried away with work and feel that I am missing something in motherhood or family life, I pay attention to women who are examples for me in these areas. If I realise that I have stopped paying attention to household duties, I am inspired by mothers who find time for everything. And vice versa, if I spend a lot of time with my family and see that someone is actively developing their career, I try to draw inspiration from them.
Of course, I have no intention of resting on my laurels. We monitor the situation and think about development. Working in the luxury segment, we scale gradually. We cannot open salons everywhere, but we carefully study the market to understand people's needs for our product, because quality is more important to us than quantity. Thanks to our two branches, we can achieve a turnover that others do not get even with ten locations in the local market.
At the moment, I have the time and opportunities to enter the market of Saudi Arabia. I would also like to enter the markets of Qatar, Kuwait, and London. These are important goals for me personally. We'll see how everything turns out. These are just dreams for now, and time will tell how feasible they are.
To sum up my life principles, I prioritise fairness and reject discrimination in all its manifestations. Whether it's relationships with employees, clients, or partners, I always strive for open dialogue and finding a compromise. At the same time, I do not forget about my family and myself, because only by being in harmony with one's own body and mind can one bring positive changes to the world around us.
Although the path to success is thorny and winding, it is important to maintain faith in one's own strength and purpose. Each new challenge tempers the character and teaches us to look at things from different angles. Don't give up if you face failure — perhaps it's just a sign that you need to adjust your course. Listen to your intuition, but at the same time, be guided by common sense and a clear action plan. And then your story will inspire others to achieve.
