Inspiring Heights
Humans have always dreamt of flight. For those who have conquered the skies, it's difficult to relinquish the sense of freedom and joy it bestows. But one can strive for new heights on the ground as well. Takhmina Usmani, founder of The Beauty House in Dubai, who spent a decade working in aviation, is now scaling the peaks of business. And the salon's proximity to the Burj Khalifa sets a lofty standard.
I was born in Tajikistan and dreamt of the skies from a young age. At 19, I began working as a flight attendant for local airlines. Two years flew by in an instant, but I always aspired for more. I constantly sent out CVs to international companies, studying their requirements and honing my English. Finally, the long-awaited response arrived: I was hired by Qatar Airways — a market leader, recognised as the world's best airline for the eighth time this year by Skytrax! I was the first Tajik woman to be employed as a flight attendant by Qatar Airways.
Later, I moved to Dubai and joined Fly Dubai. It was an incredible time! Working as a stewardess in your 20s is an adrenaline rush and an endless celebration of life. I had the opportunity to see so many beautiful places: Milan, Paris, London. Each flight was like a small lifetime! I visited over 30 countries. One day you're on a beach in the Maldives, and the next, your schedule takes you to Finland, where it's -30°C.
The work schedule allowed for rest between flights and visits to family in Tajikistan. It was truly a dream job! But by 27, my outlook began to change. I realised one can't spend an entire life living out of suitcases, in hotels and airports. I yearned to start a family, to create a home. Increasingly, I found myself contemplating leaving aviation. I had long dreamt of my own business in fashion or beauty. I considered launching a clothing line but ultimately settled on a beauty salon after weighing all factors.
I immediately set about turning the dream into reality. I found a space in the Business Bay area and developed the concept. It was to be a premium salon with top-tier specialists and materials.
Initially, I juggled managing the business with my primary job. I was fully involved in every process: selecting furniture, equipment, and hiring staff. I learned everything on the go — accounting, marketing, people management. I drastically underpriced services, fearing a lack of clients and inability to cover the rent. I offered flight attendants a 25% discount. As a result, the appointment book was full, but the salon generated little revenue.
However, I didn't give up. I understood that not everything comes easily in business; it takes time. When the coronavirus pandemic hit and air travel virtually ground to a halt, I decided to fully focus on my venture and take it to the next level. I already had a clear rebranding plan. So, when a client offered to buy the salon, I agreed.
For the new salon — The Beauty House — I chose a location in Downtown, near the Burj Khalifa and Dubai Mall. I assembled a new team and structured the service akin to five-star hotels. I paid attention to every detail: designer interiors, premium materials — Christian Dior, Hermès, flowers from the city's finest florists, a specially curated music playlist. All this to ensure the client feels they've entered a paradise, an oasis of beauty and luxury.
Our approach proved successful. Word of mouth began to spread. Delighted clients recommended us to friends, colleagues, and family. Enthusiastic reviews and photos of the interiors and the specialists' work appeared on Instagram. We expanded our staff sixfold — we now have a team of 30.
The business grew rapidly, and I had to keep everything under control. Each morning, I held meetings with the staff. During the day, I met with suppliers, marketers, and accountants. In the evenings, I focused on recruitment, interviews, and managing social media. Moreover, I needed to engage in strategic planning and develop new areas. Time was woefully insufficient; I was exhausted but couldn't afford to relax. Seeing a full appointment book, growing revenue, and satisfied clients was highly motivating.
I take pride in the atmosphere we've managed to create at the salon. We don't merely provide services; we offer emotions and experiences. A smile, genuine interest, and an individualised approach — these are our principles. Each client is an eagerly anticipated guest whom we sincerely welcome. We know everyone by name, remember their preferences, and take an interest in their lives. Our guests come to us as they would to close friends: we listen to them, support them, and offer encouragement.
Even when I'm not present, the salon is always in perfect order. The slightest deviation from standards is immediately discussed with the staff. They know my perfectionism and the main rule: the guest should feel at home, enjoying a spa retreat, not an assembly line procedure. And it doesn't matter whether they're paying 500 or 5000 dirhams.
The key to success lies in the team. I select specialists very carefully, conducting hours-long interviews. I assess not only their professionalism but also their human qualities: kindness, openness. We have virtually no staff turnover; our specialists are highly loyal, as we offer the best conditions, a comfortable atmosphere, and growth opportunities.
We host very atmospheric parties. A couple of times a year, we organise girls' nights out that are the talk of the town for a month. We invite DJs, photographers, and treat guests to dishes from the finest restaurants. Clients bring friends and meet each other. In this way, we not only strengthen our image but also have a great time. What could be better than seeing happy faces and rejoicing with them?
When asked about the secret to success, I have one answer: believe in your dream and pursue it, no matter what. Education is crucial. My advice to all girls: invest in yourselves, in your learning, read more, and never be afraid to take risks. It can be difficult to step out of your comfort zone. But if you have a goal and believe in it sincerely and genuinely, the universe will undoubtedly respond and assist you.
My example is the best proof of this. A young girl from Dushanbe who wanted to see the world. A flight attendant who dared to drastically change her life. A businesswoman who managed to build a company from scratch in five years. A mother, daughter, and sister, yet a self-sufficient individual with her own goals and principles. I'm proud of the journey I've made, but I don't intend to rest on my laurels. Ahead lie new heights, challenges, and victories.
I dream of taking The Beauty House to an international level, inspiring by example. In terms of plans, I'm currently searching for a new, larger, and more comfortable space for the salon. I'm also considering opening The Beauty House in Riyadh; I've already received several franchise purchase offers.
I want all women to believe in themselves, in their strengths and talents. Each of us deserves the best; we just need to want it and start acting. There's a well-known adage: "To read life, one must dare to turn the page." I've turned that page, and ahead of us lie stories that will amaze our grandchildren and great-grandchildren.
