By: Victoria M.

Three years ago, Oleksandra Kudriashova, a Ukrainian newcomer to Florida, brought with her a unique idea for the nail business. While most salons prioritized speed and customer volume, Oleksandra set out to see if quality could truly stand out. We spoke with her to learn how this approach influenced her business and mindset.

Q: Oleksandra, when you arrived in America, did you immediately decide to approach your work differently?

Oleksandra Kudriashova: No, at first I just wanted to understand how the market was structured here. I saw that most salons operate at a high volume. Meeting more people in a day is better. I considered focusing on returning customers rather than first-time visitors. I tested the hypothesis that standardizing quality and offering predictable outcomes increases retention. I wanted to determine if people return because they are confident in the results.

Q: Was giving up the quick win scary?

Oleksandra Kudriashova: People here were used to the idea that if you turn someone away, they will go to another salon. There are dozens of salons around. I began explaining to customers that they are paying for a system, accountability, and predictable results. My value lies in the results from last week. Some customers left. Those who stayed became the most loyal. I realized one thing: when you stop being afraid of losing a customer, you begin to work more honestly.

Q: What exactly did you change in your work?

Oleksandra Kudriashova: I started building contact after the service. I wrote to clients a few days later, responded quickly to questions, and explained the revision rules. People need to know that they will not be left alone with a problem. Diagnosis, honest communication, and clear warning rules maintain trust. I track repeat visits after 25-30 days, the percentage of returns without issues, and the number of referrals. Stability matters more than the number of appointments.

Q: Are American women different in their approach to service?

Oleksandra Kudriashova: Yes, everyone here wants to see a workflow, not chaos. When the results are predictable, they book less often but consistently. They haggle less over prices and recommend more frequently. Anxiety and the constant search for “better and cheaper” disappear. After implementing the standards, there is less emotion in feedback, with a shift away from subjective comments like “was it lucky or not,” and more focus on specifics about wear, comfort, and stability.

Q: Did you feel like a businesswoman, not just a nail artist?

Oleksandra Kudriashova: Yes, when I started thinking in numbers. The percentage of repeat bookings increased from 40-45% to 70-75%. Complaints, reworks, and conflicts decreased by 70-80% and became an exception. Clients with stable wear have a 30-40% higher average spend and lifetime value than those who constantly repair their coverage or change nail artists. I realized that poor quality is expensive. Poor quality results in reworks, emotional conflicts, and customer loss, and wasted time. In financial terms, it is the lost lifetime value; and in reality, it is a matter of reputation.

Q: Do you feel that your approach is needed in America?

Oleksandra Kudriashova: Very much so. The nail market here is huge, but the quality is often low. Clients complain of allergies, burns, and damaged nails. American women are willing to pay for predictability. I brought in systematic approaches that allow us to build a business based on retention, not just acquisition. You can earn more with fewer bookings and higher loyalty. In the U.S., where everything is measured by efficiency, this has a specific value.

Q: What destroys customer trust the most?

Oleksandra Kudriashova: Lack of accountability, ignoring complaints, and devaluing problems. Even if the technical work looks fine, trust disappears instantly. The ideal cycle looks like this: diagnosis, procedure, careful wear, scheduled booking, and repeat. Ideally, there are no emergency repairs or conflicts, which saves my time and the customer’s nerves.

Q: Can you share an example where the changes are visible?

Oleksandra Kudriashova: There are many such examples. Someone would come every 2-3 weeks with problems. After switching to the standard; they began to book less often, more calmly, also they started recommending others. They stopped looking for problem solutions and started planning their next visit. This is a completely different relationship dynamic.

Q: What’s next?

Oleksandra Kudriashova: I want to systematize this experience into a training protocol for other professionals. I am interested in knowledge transfer and possibly educational programs. The goal is simple. This approach should become the norm. Responsibility for service should foster long-term relationships and a sustainable business model for the entire industry.