Behind every successful endeavor lies a story of choice. The choice not to stop after experiencing loss, not to give up on a dream after moving to another country, and not to allow circumstances to determine your future. Stories like these prove that true professionalism knows no borders, and that perseverance can open new opportunities even when life forces you to start over. This is the story of Svitlana Maliarova, a Ukrainian nail artist from Mariupol who, after moving to the United States, managed not only to find her place in the highly competitive beauty industry, but also to build her own brand based on professionalism, impeccable quality, and a genuine love for her craft.
Svitlana, how did your journey in the nail industry begin, and what were you feeling when you returned to work in the United States?
I started doing nails while I was still living in Mariupol. At the time, I had a full-time job, but I always wanted to have something of my own – a profession that would be more than just work and would genuinely bring me joy. I did not take professional courses or train with a particular master; I learned a lot on my own by watching, reading, practicing, and gradually mastering different techniques. I started with manicures, then added nail enhancements, extensions, and pedicures, and what initially began as a hobby gradually became an important part of my life. Because of the war and moving from place to place, I had an almost year-long break from work, so my biggest fear was not that I would fail to find clients, but that I had lost my skills. I kept thinking, “What if my hands no longer remember what they used to know? What if people here don’t like my work?” At the same time, I really wanted to return to something I had once chosen for myself and see how far I could take it in the United States.
And how did you adapt to life in the United States, and what helped you find the courage to start your professional journey all over again?
When I arrived in the United States, my opportunities were quite limited: I barely spoke English, did not have a car or a driver’s license, and spent most of my time at home. Because of the language barrier, finding a regular job was difficult, but I had a profession that allowed me to start working even without perfect English. We purchased the necessary materials, equipment, and furniture, and I began posting my first advertisements. When my first clients came, I faced my biggest fear again – it felt as though my hands still remembered the techniques, but the confidence I had before the nearly year-long break had somehow disappeared. There were moments when I wanted to give up, but I kept asking myself, “How am I any worse than anyone else? If so many people have managed to rebuild their lives after moving, why shouldn’t I be able to?” That thought helped me keep going, and gradually, with more practice, my confidence, skills, and desire to build my own business returned.
Many Ukrainian beauty professionals who move abroad face the same question: how do you find your first clients when nobody knows you?
When I first started working in the United States, someone advised me to post advertisements on Facebook, and that is where my very first client came from. She also worked in the beauty industry, and after her appointment, she recommended me to people she knew. That was when I personally realized just how powerful word-of-mouth still is. One person recommended me to another, then that person recommended me to someone else, and gradually the chain began to grow. I remember my second client very well: she stayed with me for about a year and a half and came for regular appointments. That was especially valuable to me because a repeat appointment means trust. That is how I gradually built my loyal client base.
There are countless trends in the nail industry today, while clients are increasingly paying attention to the quality and safety of the service. What does a truly high-quality manicure mean to you?
For me, a high-quality manicure begins with sterilization, a properly prepared workspace, quality materials, and adherence to proper technique. I do not offer mobile services because I want to have complete control over the conditions and quality of the procedure. It is important not only to create a neat finish, but also to ensure its durability and good wear. I never rush my work because quality is more important to me than the number of clients I can take. And, of course, the client’s health always comes first. If I notice a problem with someone’s nails, I can refuse to perform the service and recommend that they consult a specialist. To me, professionalism is not just about a beautiful result, but also about taking responsibility for that result.
Has America changed the way you view your profession? Perhaps living and working here has changed how you approach service quality, discipline, and client care?
America has definitely changed my attitude, although not so much toward the profession itself as toward running my own business. When I first started working here, I was extremely accommodating to clients. I found it difficult to set boundaries and often adjusted my schedule to fit other people’s needs until I realized that professionalism also means respecting your own time. Another important realization was how different nail services can be here. The American market is very diverse, and many salons operate at a fast, almost assembly-line pace, where the main advantages are speed and affordability. I realized that I did not want to compete in that way, so I chose a different approach: fewer clients, more attention, high-quality materials, proper sterilization, correct technique, and a result I can stand behind. Over time, I also learned to speak about my prices more confidently, because a client is not simply paying for a nail service; they are paying for the level of work, safety, service, and professional attention. America also taught me that setting boundaries does not make you less client-oriented. If a person values their own time, a professional has the same right to value theirs.
Your story is an example of how, even after being forced to make major changes, you can do more than simply adapt – you can continue to grow. What would you say to Ukrainian women who are now living in another country and are afraid to take the first step toward building their own business?
If you genuinely want to pursue something – whether it is the beauty industry, IT, or any other field – the most important thing is not to stop after the first setbacks. There will be mistakes, moments when nothing seems to work, doubts, and times when you want to tell yourself, “That’s it, this isn’t for me.” I have been through all of that myself. But over time, I became convinced that the best teachers are practice and time, because no one can become a professional overnight. I would not recommend comparing your beginning to someone else’s finished result, because behind every beautiful success story are years of work that we simply do not see.
And if we are not talking about numbers, but about inner victories, what moment in recent years became a symbol for you that all the difficulties had been worth it?
I think the most telling moment came when, after I had been away from Georgia for several months, most of my regular clients came back to me. Some of them even rescheduled appointments with other nail artists so they could see me during my short visits to Atlanta. That was when I realized that I had created something much greater than just a client base. Over the years, we had prepared together for their trips, birthdays, engagements, and weddings, and shared important moments in each other’s lives. For me, the greatest victory is realizing that these women had a choice, yet still chose to come back specifically to me.
Svitlana, what professional and personal goals are you setting for yourself now? How do you envision the development of your own brand?
Today, growth for me is no longer just about the number of clients I have or owning a salon. I want to develop in the field of education and share my experience with women who are just beginning their journey in the nail industry. I also dream of creating my own brand of professional nail products – high-quality, safe, and genuinely convenient for nail professionals to use. I am not ruling out opening my own salon either, but I want to do that when I feel completely ready. Most importantly, I want to keep growing and gradually turn what once began as a hobby in Mariupol into a major brand and a lifelong career.
