"There is nothing like it": the most exclusive manicure in Madrid comes from Russia
"There is nothing like it": the most exclusive manicure in Madrid comes from Russia"There is nothing like it": the most exclusive manicure in Madrid comes from RussiaTwo women from Novosibirsk, about 7,500 kilometers from the capital of Spain, set up five years ago a venue in Siberia Salón, where they held the... 01.12.2021, Sputnik Mundo2021-12-01T11:35+00002021-12-01T11:35+00002021-12-01T11:35+0000spainmadridsiberianailsmanicureentrepreneurslocalbusinesses/html/head/meta[@ name='og:title']/@content/html/head/meta[@name='og:description']/@contenthttps://cdnnmundo1.img.sputniknews.com/img/07e5/0b/1e/1118813705_0 :290:2931:1939_1920x0_80_0_0_bd897033d07302c882163962e6d854ae.jpgSofía Jasánova and Yulia Filípova wanted to change their lives. They felt the breath of the crisis of the 30s approaching and the routine in their city, Novosibirsk, made them feel caged. From the capital of Siberia they imagined a new horizon, other perspectives. Goodbye to the job at the town hall, goodbye to the travel agency. A world opened up in his head. Monuments paraded, flowered parks or those cafes like the ones they saw in the movies. Europe and the somersault into the future were one step away. One of the main questions was missing, if not the most important: what to do so that the plans do not shipwreck. And they thought of something close, familiar, despite not having more experience than usual. Once a month, at least, they went to a local to get a manicure. Yes or yes. Even if they had to do without dinner at a restaurant or some other treat. Then they had it clear: they would establish that exclusive nail treatment that was styled throughout their country wherever they landed. The place did not matter. Among those chosen were Berlin, Paris or Barcelona. In the end they decided on Madrid. They moved to this Spanish city, located about 7,500 kilometers from their homes, in 2015. "Spanish or Italian were fashionable in Russia and we came here. Also because of the weather," they acknowledge a few years later. They speak with Sputnik from the main office of the business, located a few meters from Paseo de la Castellana, one of the most luxurious avenues. From that icy fantasy, lit up in mental dalliances at minus 40 degrees Celsius, they made the leap to an enclave where, they joke, people like meeting in a bar more than getting their nails done. "There I earned about 400 euros a month and reserved 50 for a manicure. Here it would be to drink beer after work," says Jasánova with a laugh. Even so, they launched into the planned idea: they looked for an attractive radius of action and a suitable space, taking into account the profile of the client they needed and with a cautious market strategy. "We searched Idealista. There were only four sites in the ads of the area", recalls Filípova. The one they ended up renting was in Juan de Mena, very close to the Prado Museum, one of those names that resonated in their tribulations of youth. "It was a good neighborhood and there was no competition," they indicate. Although they encountered another obstacle: specialists who knew this trade with a Russian denomination of origin. "Thanks to word of mouth, we hired the girls," they remember. They were slow beginnings, with a room where clients approached in drops and with guerrilla marketing through social networks. "We sent messages on Instagram. We promoted ourselves there, which is a fundamental way," they explain. Suddenly, Filípova and Jasánova were answered by one of the celebrities they addressed: Blanca Suárez. The actress from series such as Cable Girls or films such as The Skin I Live In, by Pedro Almodóvar, attended an invitation that would later become a claim: by mentioning them, the brand spread and the number of people who wanted to try this technique multiplied. A technique that owes its fame to quality. The creators explain it in a couple of sentences: "It is in dry mode, with a wheel and a drill: then it is enameled in layers, with greater duration". Observed from the outside, that care, the craftsmanship, is perceived: for each session they dedicate an hour and a half approximately. They can make drawings with floral, animal or even typical matryoshka motifs, give a more discreet touch or leave it alone with the protective treatment. If in other cases it has to be refreshed more frequently, here it lasts about four weeks. "It is totally clean because they are painted without a cuticle", they warn, surrounded by shelves with special products. "Before it was less known. Now it is much more popular and it shows", they synthesize after the explanation and see how they dispatch boxes from their store to people who they greet you by name. From that crazy 2015 to 2021, the Russian manicure has spread. "You see it on Instagram or Pinterest, you ask yourself more," they point out. For them, this increase is unequivocal: after setting up the first studio, another one arrived, inside the Miguel Ángel hotel. And, almost simultaneously, two more. One in Núñez de Balboa and another inside a Paulo Coello hairdressing salon, street signs with great purchasing power and framed in the Salamanca district. They also have a waiting list that on dates such as Christmas forces us to reject new appointments. "We closed the one at the Miguel Ángel hotel because it was very humid and it didn't work so well. And in the other three, with about 20 employees in total, there are 200 people signed up," they snort, pointing out that they are "very happy." "During the pandemic we closed because, although we were among the essential businesses, it was very complicated due to the partitions and others. As soon as we opened we already filled a month. People needed to get their nails done," they comment happily. Jasánova and Filípova have been so successful that have included courses and workshops to learn the profession. The spell of powerful nails is no longer a matter of minorities. From the musical field, with Rosalía, Nathy Peluso or other artists at the forefront of the urban, to the acting or fashion guild, it is common to find that striking appendage of the hand. In the case of the Salón Siberia, Blanca Suárez's attendance was joined by that of other popular faces such as the singer Aitana, the actress Andrea Duro or the television actress Carmen Lomana. "There are no longer any borders," they allege, "they want to do everything the world". It is noticeable even in suburban neighborhoods, where similar businesses have proliferated, generally run by Asians. "It is not our competence," argue Jasánova and Filípova. The model is different: low cost prevails and, therefore, speed. Their prices are in another pocket, even if there is not so much difference: in Siberia salons, the most basic is 25 euros. And it can go up to 60 or 70 if it is lengthened with gel, you opt for the "delux design" or request a "SPA pedicure". Sofia Koval, a 27-year-old Ukrainian, is in that set. She squeezes lunchtime at the Núñez de Balboa store and there isn't a single gap in the row of stalls. "I learned there, that it takes a lot, it's a culture," says she, who flew from Lviv in 2016. Koval estimates that in Spain 30 or 40% ask for "some little detail" and that 80% are regular customers. She says it in feminine, although she points out that men are beginning to cheer up. "For example, Diego Matamoros has come here a couple of times," she points out about a ubiquitous face in the show business of the heart for being the son of Kiko Matamoros. "It's growing a lot, the hard part is finding staff," agrees Mariia Kuprina, her partner. She is also Ukrainian from Lviv and 26 years old, she shows the reservation table on the computer: "Now it's impossible", she sighs. Cayetana Blanco confirms it out of the corner of her eye. At 31 years old, this client who extends her fingers resting on the back of her dog is ahead of the dating boom by marking one of her every 20 days. "I have a jewelery company and I need to have good hands", she clarifies who has lived in Milan, Paris or London and knows what good service means. "I'm more modest", she confesses, "but this style is very noticeable in the base, the nail polish, the stickers…". He knew about the existence of Salón Siberia from the beginning and he is loyal: "I used to go to Juan de Mena's, although it caught me further away than this one. And now I would come even if I lived in Móstoles", he laughs, referring to a town on the outskirts, adding with a maxim: "I always say that if you have well-done nails and well-groomed hair, you can even wear a tracksuit."The founders see these tasks as a spark in their day-to-day life. Sometimes they do it as something punctual, for summer, a wedding or Christmas, and others every month. It is a joy", they reflect. Even so, they clarify, few are free from the reeds. From that custom that caught their attention when they arrived from Novosibirsk and to which they have joined like any other neighbor. "The idea was to live here", they wield with a smile, six years after those mental fantasies 7,500 kilometers away. And what about the crisis of the 30s? "There are no traces left," they conclude.https://mundo.sputniknews.com/20200424/ the-european-elite-that-flees-from-quarantine-to-go-to-beauty-salons-in-sweden-1091213751.htmlmadridSputnik Mundo contacto@sputniknews.com+74956456601MIA „Rosiya Segodnya“ 252602021Alberto García Palomo https://cdnnmundo1.img.sputniknews.com/img/109034/73/1090347342_0:0:900:900_100x100_80_0_0_3a8c87d003fdbb4e405551dd05090a91.jpgAlberto García Palomo https://cdnnmundo1.img.sputniknews.com/img/109034/73/1090347342_0:0 :900:900_100x100_80_0_0_3a8c87d003fdbb4e405551dd05090a91.jpgNoticiases_ESSputnik Mundo contacto@sputniknews.com+74956456601MIA „Rosiya Segodn ya“ 2526019201080true19201440truehttps://cdnnmundo1.img.sputniknews.com/img/07e5/0b/1e/1118813705_0:0:2731:2048_1920x0_80_0_0_18e835558d37ba857aa34a7c2a168154.jpg19201920trueSputnik Mundo contacto@sputniknews.com+74956456601MIA „Rosiya Segodnya“ 25260Alberto García Palomo https:// cdnnmundo1.img.sputniknews.com/img/109034/73/1090347342_0:0:900:900_100x100_80_0_0_3a8c87d003fdbb4e405551dd05090a91.jpgmadrid, siberia, nails, manicure, entrepreneurs, business, local colors11:35 Alberto García Sputmonik test 02.12 GMT. in the Siberia Salon, the manicure shop in Madrid.© Sputnik / Alberto García PalomoFollow us on Alberto García PalomoCorrespondent in SpainAll articlesWrite to the authorTwo women from Novosibirsk, some 7,500 kilometers from the capital of Spain, set up a Siberia Salón shop five years ago , where they performed the sophisticated nail care of their city of origin. Now they have three stores, a product store and a regular clientele who book months in advance for fear of running out of appointments. Sofia Jasánova and Yulia Filípova wanted to change their lives. They felt the breath of the crisis of the 30s approaching and the routine in their city, Novosibirsk, made them feel caged. From the capital of Siberia they imagined a new horizon, other perspectives. Goodbye to the job at the town hall, goodbye to the travel agency. A world opened up in his head. Monuments paraded, flowered parks or those cafes like the ones they saw in the movies. Europe and the somersault into the future were one step away. One of the main questions was missing, if not the most important: what to do so that the plans do not shipwreck. And they thought of something close, familiar, despite not having more experience than usual. Once a month, at least, they went to a local to get a manicure. Yes or yes. Even if they had to do without dinner at a restaurant or some other treat. Then they had it clear: they would establish that exclusive nail treatment that was styled throughout their country wherever they landed.© Sputnik / Alberto García PalomoYulia Filípova and Sofía Jasánova, owners of Salón Siberia, in the store with productsYulia Filípova and Sofía Jasánova, owners of Salón Siberia, in the store with products © Sputnik / Alberto García Palomo The place did not matter. Among those chosen were Berlin, Paris or Barcelona. In the end they decided on Madrid. They moved to this Spanish city, located about 7,500 kilometers from their homes, in 2015. "Spanish or Italian were fashionable in Russia and we came here. Also because of the weather," they acknowledge a few years later. They speak with Sputnik from the main office of the business, located a few meters from Paseo de la Castellana, one of the most luxurious avenues. From that icy fantasy, lit up in mental dalliances at minus 40 degrees Celsius, they made the leap to an enclave where, they joke, people like meeting in a bar more than getting their nails done. "There I earned about 400 euros a month and reserved 50 for a manicure. Here it would be to drink beer after work," says Jasánova with a laugh. Even so, they launched into the planned idea: they looked for an attractive radius of action and a suitable space, taking into account the profile of the client they needed and with a cautious market strategy. "We looked at Idealista. There were only four sites in the ads for the area," recalls Filípova. The one they ended up renting was in Juan de Mena, very close to the Prado Museum, one of those names that resonated in their tribulations of youth. "It was a good neighborhood and there was no competition," she says. Although they encountered another obstacle: specialists who knew this trade with a Russian denomination of origin. "Thanks to word of mouth, we hired the girls," they remember. They were slow beginnings, with a room where clients approached in drops and with guerrilla marketing through social networks. "We sent messages on Instagram. We promoted ourselves there, which is a fundamental way," they explain. Suddenly, Filípova and Jasánova were answered by one of the celebrities they addressed: Blanca Suárez. The actress from series such as Cable Girls or films such as The Skin I Live In, by Pedro Almodóvar, attended an invitation that would later become a claim: by mentioning them, the brand spread and the number of people who wanted to try this technique multiplied. © Sputnik / Alberto García Palomo A client at the Siberia Salon, the Madrid manicure shop. A client at the Siberia Salon, the Madrid manicure shop. © Sputnik / Alberto García Palomo A technique that owes its fame to its quality. The creators explain it in a couple of sentences: "It is in dry mode, with a wheel and a drill: then it is enameled in layers, with greater duration". Observed from the outside, that care, the craftsmanship, is perceived: for each session they dedicate an hour and a half approximately. They can make drawings with floral, animal or even typical matryoshka motifs, give a more discreet touch or leave it alone with the protective treatment. If in other cases it has to be refreshed more frequently, here it lasts about four weeks. "It is totally clean because they are painted without a cuticle", they warn, surrounded by shelves with special products. "Before it was less known. Now it is much more popular and it shows", they synthesize after the explanation and see how they dispatch boxes from their store to people who they greet you by name. From that crazy 2015 to 2021, the Russian manicure has spread. "You see it on Instagram or Pinterest, you ask yourself more," they point out. For them, this increase is unequivocal: after setting up the first studio, another one arrived, inside the Miguel Ángel hotel. And, almost simultaneously, two more. One in Núñez de Balboa and another inside a Paulo Coello hairdressing salon, street signs with great purchasing power and framed in the Salamanca district. They also have a waiting list that on dates such as Christmas forces us to reject new appointments . "We closed the one at the Miguel Ángel hotel because it was very humid and it didn't work so well. And in the other three, with about 20 employees in total, there are 200 people signed up," they snort, pointing out that they are "very happy." "During the pandemic we closed because, although we were among the essential businesses, it was very complicated due to the partitions and others. As soon as we opened we already filled a month. People needed to get their nails done," they comment happily. Jasánova and Filípova have been so successful that have included courses and workshops to learn the profession. The spell of powerful nails is no longer a matter of minorities. From the musical field, with Rosalía, Nathy Peluso or other artists at the forefront of the urban, to the acting or fashion guild, it is common to find that striking appendage of the hand. In the case of the Siberia Salon, Blanca Suárez's assiduousness was added to that of other popular faces such as the singer Aitana, the actress Andrea Duro or the television actress Carmen Lomana. The European elite that flees from quarantine to go to beauty salons in Sweden April 24, 2020, 01:19 GMT "There are no longer borders", they allege, "everyone wants to do them". It is noticeable even in suburban neighborhoods, where similar businesses have proliferated, generally run by Asians. "It is not our competence," argue Jasánova and Filípova. The model is different: low cost prevails and, therefore, speed. Their prices are in another pocket, even if there is not so much difference: in Siberia salons, the most basic is 25 euros. And it can go up to 60 or 70 if it is lengthened with gel, you opt for the "delux design" or request a "SPA pedicure". Sofia Koval, a 27-year-old Ukrainian, is in that set. She squeezes lunchtime at the Núñez de Balboa store and there isn't a single gap in the row of stalls. "I learned there, that it takes a lot, it's a culture," says she, who flew from Lviv in 2016. Koval estimates that in Spain 30 or 40% ask for "some little detail" and that 80% are regular customers. She says it in feminine, although she points out that men are beginning to cheer up. "For example, Diego Matamoros has come here a couple of times," she points out about a ubiquitous face in the show business of the heart for being the son of Kiko Matamoros. "It's growing a lot, the hard part is finding staff," agrees Mariia Kuprina, her partner. She is also Ukrainian from Lviv and 26 years old, she shows the reservation table on the computer: "Now it's impossible", she sighs. Cayetana Blanco confirms it out of the corner of her eye. At 31 years old, this client who extends her fingers resting on the back of her dog is ahead of the dating boom by marking one of her every 20 days. "I have a jewelery company and I need to have good hands", she clarifies who has lived in Milan, Paris or London and knows what good service means. "I'm more modest", she confesses, "but this style is very noticeable in the base, the nail polish, the stickers…". He knew about the existence of Salón Siberia from the beginning and he is loyal: "I used to go to Juan de Mena's, although it caught me further away than this one. And now I would come even if I lived in Móstoles", he laughs, referring to a town on the outskirts, adding with a maxim: "I always say that if you have well-done nails and well-groomed hair, you can even wear a tracksuit."The founders see these tasks as a spark in their day-to-day life. Sometimes they do it as something punctual, for summer, a wedding or Christmas, and others every month. It is a joy", they reflect. Even so, they clarify, few are free from the reeds. From that custom that caught their attention when they arrived from Novosibirsk and to which they have joined like any other neighbor. "The idea was to live here", they wield with a smile, six years after those mental fantasies 7,500 kilometers away. And what about the mid-30s crisis? "There aren't even any remnants left," they conclude.
