A Grateful Labour

"The one who flew over this land, carrying an unbearable burden, knows it. The weary one knows it," wrote Gogol, words understood only by those who have gone through trials. They value the labour and efforts of those with whom they walk through life. Kristina Maksakova, owner of the successful Shakirovna salon in Dubai, is like a modern folkloric character, the embodiment of diligence and determination. She knows everything about the hardships of poverty and the price of success — and is ready to share life lessons that will help others strive for more and not lose themselves.

Eight years have passed since my husband and I opened the salon in Dubai. I didn't plan or dream of it; it just happened. Before that, there were women's clothing stores in Ukraine; apparently, there's an entrepreneurial streak in my blood.

And childhood... Childhood was difficult. A poor family, no corner of our own, no home. We moved from place to place until we got our first own housing fourteen years ago. Before that, we lived wherever we could, stayed with someone, then got kicked out; we had nothing of our own. I started earning at twelve. I skipped school, worked in the fields, collected sunflower seeds, shelled them, then walked 12 kilometres to the neighbouring village, and from there took a bus to Uman. I sold them in jars from dawn to dusk. I never liked maths at school, but I quickly learned to count money and predict earnings. Every movement in the field was calculated: how many minutes to shell a bucket of seeds, how much would come out per hour, what profit to get from it. I dreamed of a better future, of a time when I wouldn't have to fight for every piece of bread.

When school was behind me, the path led to university — to become a music teacher. Studying seemed distant and incomprehensible. Questions about the future and salary worried me more than lectures. Five years seemed like an eternity, and the desire to earn grew every day.

Soon I faced difficulties on the way to work. Having come to Ukraine from Uzbekistan at the age of five, I had no home, no registration, no passport. Employers were in no hurry to hire me without documents. I started singing in a club for a token fee — the musical education came in handy. During the day, I washed entrances. Then I got a job selling eggs. But one quality helped me survive — the ability not to spend money. Collecting every penny under the pillow, I felt real warmth and joy.

My girlfriends were surprised by my asceticism. Only in the last two years have I allowed myself some purchases. Before, joy came from little things bought for small sums. My husband shared this approach. Instead of conspicuous consumption, we invested money in children and business.

There was no greed towards people. In the salon, manicurists were given the opportunity to earn half of the income. They could live for free in communal housing or rent a room for their own money for more comfort. Sometimes I'm surprised at how it all turned out.

Now many are amazed by my team: so many people work in the salon! In the summer period, we receive from two hundred to two hundred and fifty clients daily. In season, this figure rises to between three hundred and three hundred and fifty. And at the beginning of the journey, there were many obstacles to face. For a long time, the staff tried to dictate their terms. When the business began to grow, employees insisted on raising prices. Misunderstanding gave birth to disputes. People came, but we couldn't serve everyone — it seemed logical to expand, not to make services more expensive. My husband supported the idea: it's better to hire more craftsmen than to raise prices.

Pressure was felt at meetings. Experienced employees, seeing that the owner was not versed in the intricacies of the salon business, tried to impose their solutions. At first, their advice was helpful, but over time conflicts arose. When the staff increased to twenty-five people, resentment ensued. "Why take more people? It's better to raise prices, otherwise there will be no customers for each person." These disputes and disagreements were very morally pressing.

From the very beginning, it was clear: we needed like-minded people close in spirit, ready to work in good faith, without seeking a comfortable existence. People who are not afraid to fall exhausted on a mattress after work and cover themselves with a blanket, just to go towards the goal. At the same time, there are those who prefer luxury and minimal effort. But it was at that moment that it became clear that it was necessary to look for those who share my values, and not those who demand premium conditions.

And so, having gathered a team of workaholics, we managed to create an atmosphere where everyone strives for success. Take at least the colourist who has been working for five years: she bought two apartments and decided to stay on contract for the sake of her three children. Prices for clients remained affordable thanks to the large number of craftsmen. It's better to have 160 employees and receive a stable income than to be limited to a small number and cut their salaries for the sake of rent.

It was important to give clients the opportunity to receive quality services at an affordable price, and to give craftsmen decent working conditions. Of course, negative reviews were inevitable: with such a number of clients, this is inevitable. But if one or two complaints appear in a week, this is a normal situation. After all, it is impossible to please everyone; everyone has their own circumstances and mood.

The start of business in Dubai turned out to be difficult also because they deceived us right away: they promised one thing to my husband, but in the end, he had to sign a contract for premises suitable only for a beauty salon. Initially, such a plan was not part of our intentions. But since the money was invested and the termination of the contract threatened with losses, we had to adapt and move forward. At that time, I had just given birth, and my husband suggested: "Maybe you'll take care of the salon yourself from now on? And I will continue with massages; let's see how it goes."

The positive aspects of doing business in Dubai are obvious. It's more comfortable here than in other countries. High growth in a short period does not cause concern: a smart and ideological person can rise without fear for the future. It is important for those who want to open a business and are looking for advice from experienced entrepreneurs to know this. Dubai attracts people with its safety and strict rules. Mistakes are costly: you will go bankrupt and leave. In our country, you can solve the problem with a bribe, but in Dubai there is a visa regime that teaches discipline. If you overstay your visa, you'll need to pay a fine to stay and develop the country and yourself.

The salon business taught us lessons. I have never penalised anyone — as in the saying about the dog that barked but did not bite. It is important to teach people discipline, as Dubai does. This is the secret of success: strict rules and fair punishments form a culture of responsibility and respect for work.

Once there came a moment when I simply didn't have time for anything anymore. The salon had then grown to five to seven branches, and there was not enough strength for everything. I had to bring in a manager. And then again, the revolt in the salon began, because people were used to my soft approach. I could tell them about a fine for not coming to work, but then I would forgive them, seeing the penitent eyes of the employee. So, people would take advantage of me.

With the arrival of assistants, the situation changed. In seven years, there are only two managers in the company, although there are many administrators. The second branch opened six months after the first. To date, there are already fourteen of them. Every six months we opened a new one. This year is still without new openings, but work has begun on a clinic and a clothing brand.

Administrators are a separate topic. Newcomers are often shocked by the volume of work. Many come with the idea that all their work is about meeting clients in a friendly way. But we have 160 people on the team — colourists, cosmetologists, masseurs and manicurists. You need to know each one by name, remember who does manicures and who does pedicures. Administrators who have worked with us for a year or two and then go to other companies leave with more confidence. To go through our school means to become a professional.

Complaints about administrators occur. Unfriendliness and mistakes are frequent claims. But it's worth understanding their workload: in the morning they open WhatsApp and see hundreds of messages. It is impossible to answer everyone at once. Clients can also delay responses or demand an instant reaction. Plus problems with craftsmen and capricious clients — all this falls on the shoulders of administrators.

Recently we took a psychologist to help cope with stress. They conduct sessions twice a week. I understand that we need a person who will control the work of administrators, help correct mistakes on the spot. Politeness and benevolence are important qualities, especially with such a flow of clients.

What makes an entrepreneur successful? Definitely not greed. I always tell craftsmen: it doesn't matter, manicure or pedicure, don't count every stone and drawing. I allow them to make discounts and gifts to clients. When there is no greed and you give something to a person, it creates a pleasant impression. Take 30 dirhams for stones — it won't add much to your salary. Say that the design is a gift — the client is pleased, and he will return.

Once, when the business was just starting and the cash registers were growing, the joy of every success overwhelmed me. Corporate parties were held, percentages raised. At that moment, when the cash register reached unprecedented heights, I bought champagne in a box, gathered all the employees and announced: those who achieve the same results will receive 50%. This breathed hope into people; they were amazed because no one had asked for it. Working in this spirit, people try for you.

When there is no greed and you are open with people, they give more. It is important to find people with a common goal. Those who came to earn more for themselves or their children, and you, striving to develop the company, together you achieve success. Without people, it is impossible to develop. I always tell my staff: we are partners. If I'm not there, you won't be able to work. If you, good craftsmen, are not with me, I will not be able to develop.

I provided housing in the same place where the employees worked. The convenience is obvious: no need to waste time on the road. If there is no client, you can go up to the house, rest or go to the gym. The main thing is to always have the phone with you. However, there were those who left for two hours to Marina Mall and were late for the client. You say: you have a salary; you must be in the salon. Some do not understand this permission and consider it a weakness. Over time, you don't work with such people. They try other places where it's stricter: "you don't stand like this, you don't sit like that, you don't look like that." They come back and realise it was better and more comfortable here.

Over the years of doing business in Dubai, much has been revealed to us. In particular, the realisation that success comes intuitively, without strict plans. The beginning of the journey was spontaneous, and no one expected such a result. People from Miami and Europe come to the salon, admire it and want to buy a franchise. But how to sell a business plan if every day brings new ideas? Yesterday's decisions are no longer relevant today. Intuition is the main compass.

Partnership and the clinic are topics that are often raised. Many offer money, ready to entrust management. But the responsibility for other people's funds presses harder. Losing your own money is not as scary as letting someone down. Risk and bumps are a personal path. Investing other people's money is a huge responsibility. It's better to help with advice, but not take on an extra burden.

One of the main achievements for us was holding a beauty contest for clients. This idea had long been brewing inside and finally came to life — now beauty contests are planned annually and bring joy to clients and craftsmen. The next stage is to become famous in Dubai thanks to the high salaries of employees. The desire to draw trips among the best employees is the next goal. Joint trips with staff strengthen team spirit and create unforgettable moments.

The company is growing; soon the number of employees will reach 500 people. This is not just a number, but 500 families receiving support thanks to our work. Each family is made up of parents, children, spouses who depend on the stability of the company. Awareness of this inspires further development.

Many years have passed, and each employee receives support, because the path has been traversed from the very bottom. It is important to help those who strive for success, just as she once dreamed of a better life. She met good people in life who helped her grow and develop. Now, seeing the same aspiration in others, she wants to help them achieve their goals.

Life has taught us to value work and aspiration. It is important to pass this lesson on to children so that they understand the value of effort and achieving goals. Let them have everything they need, but the main thing is to teach them to strive for more. It's not an easy task to teach them, growing up in affluence, not to waste money, but to develop the family business.

In seven years, we managed to make a big breakthrough. Everything earned is invested and developed by our own efforts. Now I want the children to continue this path, value work and strive for new heights. Let success in business become for them not just a legacy, but an incentive for their own growth and development.

There is an opinion that it is easy to do business in Dubai: stick a stick in — and it will bloom. In fact, everything is more complicated. The market is saturated with salons, clubs, restaurants. Competition is high, and in order to stand out, you need to carefully study the market and offer something special. Dubai requires constant growth and adaptation to new conditions. Success here is the result of hard work and the ability to find unique solutions every day.