A year ago, a new point appeared on the fashion map of Vienna, where they not only create beauty but also make women happy &ndash; this is what Silva Dayan considers her mission. L&rsquo;Officiel Austria met with the founder of the international chain of salons Beverly Hills Beauty to learn about the development of the beauty industry in Europe and the challenges that a true businesswoman, wife and mother of three daughters face.

How did your salon business start?
Silva Dayan: "Cosmetology procedures and hairdressing have interested me since childhood. My mother&rsquo;s friend had a beauty salon in Kyiv. Once, during the summer holidays, I, a 15-year-old, got an internship there. I fell in love with this business so much that I decided to connect my life with the beauty sphere. At that time, I didn&rsquo;t know how to realise this dream. But my main desire was to make people beautiful. I am pleased when surrounded by well-groomed, happy and self-confident people &ndash; this is what they become after visiting a beauty salon."
&nbsp;
You lived and worked in Ukraine. How did you open your first salon abroad?
Silva Dayan: "It may sound selfish, but I did it for myself first and foremost. When our family moved to Cyprus eight years ago, I faced the fact that I could not get the beauty services I used to at home. And I decided to create this service. I found a space for a salon and made a good repair. I need to create cosiness and comfort in any place, wherever I move. And it is also important for me that each client is treated kindly with attention and care."

What helped you build a business in another country?
Silva Dayan: "It was a challenge for me. I love the people who work with me &ndash; this is one of my most important secrets to success. I appreciate my team. It is important to be able to combine the human factor and business skills."
&nbsp;
Why the name of the salons Beverly Hills Beauty? 
Silva Dayan: "Our family has friends in California. In our conversations with them, I often shared my plans to open a business in Europe and asked their opinion. In one of the conversations, our friend suggested the name &ldquo;Beverly Hills Beauty&rdquo;, referring to &ldquo;Californian beauty at non-California prices.&rdquo; In California, women are indeed very well-groomed and beautiful."
&nbsp;
Do you adopt the American model for developing the European beauty industry?
Silva Dayan: "In the US, the beauty industry differs slightly from the European one. Plastic surgery and aesthetic medicine are developed there. I closely follow global trends in the beauty industry and regularly attend seminars and training programs conducted by American physicians. The specialists of our salons were trained by Dr Zein E. Obagi in California and annually improve their skills with leading trainers in the field of cosmetology. This allows us to remain in demand among customers and colleagues. By the way, we have clients from America who, upon arrival in Europe, are served by Beverly Hills Beauty. This spring, some specialists were trained based at our salon in Vienna."

How did you get to Vienna?
Silva Dayan: "We went loud. (Laughs). I really like this luxurious, beautiful and hospitable city. I have been looking for a business opportunity here for a long time. And this dream came true. The beauty salon owner was selling the business, and she wanted people with experience in the beauty industry to buy it. So we found a base in Vienna, from which we can make a new round in business. Today there are two Beverly Hills Beauty in the Austrian capital. A rather exciting coincidence happened: a men&rsquo;s club with a similar name was opened in the neighbourhood in the first district. But we have nothing in common. Beverly Hills Beauty is our registered international brand."
&nbsp;
What services can be obtained in Viennese salons?
Silva Dayan: "The first salon, on Liebenberggasse, is universal: it provides all types of services: from hairdressing to cosmetology. In the second salon, on Werdertorgasse, you can only undergo cosmetic procedures. Here we use premium cosmetics. We also use the latest hardware technologies in aesthetic cosmetology &ndash; for example, Hydrafacial, Endospheres Therapy, and laser hair removal. In this case, a feature is that we carry out all hardware procedures according to unique protocols. By the way, the services of the VIP cabinet have become very popular, where you can get a manicure, pedicure, eyelashes and eyebrows or a rejuvenating procedure in an hour and a half simultaneously."

What is innovative in hardware cosmetology today?
Silva Dayan: "Every year, my team and I attend significant events in the world of beauty and aesthetic medicine, which take place in different countries. In April of this year, we were at an exhibition in Monaco. We brought all the information from there. Now we are choosing innovative technologies to develop hardware cosmetology in Vienna and provide a wide range of services in one place. In addition, we cooperate with Austrian doctors. We met many of them at the exhibition. These are people passionate about their profession, with whom we speak the same professional language."
&nbsp;
What procedures do you personally go through?
Silva Dayan: "I don&rsquo;t use methods without proven results for ten years. I do skincare procedures based on Valmont, Augustinus Bader, ZO Skin Health and IC Clinical Cosmetics, and I also do hardware procedures presented in our salons.
If we talk about injection procedures, I &nbsp;completely trust my doctors in this. All the best is presented in our salons, and this is not the limit &ndash; we are developing and introducing new professional brands to our customers. In addition, I regularly take tests for hormones, vitamins and minerals. Check-ups are the simplest thing you can do for yourself and don&rsquo;t cost much money. And this is what is related to the concept of self-love."
&nbsp;
How do you imagine the woman of the future?
Silva Dayan: "The woman of the future is a woman who has a smooth, fresh, young face; you look into her wise eyes and only scan her age through them. By the age of 45&ndash;50, every woman must decide for herself how to look further. You can age naturally &ndash; this is a choice. You can reshape yourself to youth trends; trying to regain youth is also a choice. You can make a reasonable, delicate, almost jewellery correction according to indications without running away from age and remaining yourself. It is my choice."

"Move towards your goals, and never give up!"

What are the trends in hairdressing now?
Silva Dayan: "If we talk about haircuts and hair colour, there are no trends. It all depends on the individual characteristics of the client. For me, the most important thing is healthy and well-groomed hair. Therefore, it is important to do a skincare procedure once a month. In the salon, the master will do this according to a certain protocol, using professional cosmetics. Any haircut or colour will look good if the hair is healthy. I am for health in everything!"
&nbsp;
In addition to business, you have a family. So how do you allocate time and prioritise?
Silva Dayan: "This is the most challenging question. (Smiling). Many people ask me how I manage to do everything because I have a husband and three children, and my youngest daughter is not yet a year old. We have family rituals that I observe. For example, I make breakfast with the children and accompany them to school every morning. I also get a lot of support from my husband and my parents. If I am with my family, I ultimately give myself to it. Our weekends are always family!"

You bear a significant responsibility towards your family, team, and partners, so what strategies assist you in effectively managing your resources?
Silva Dayan: "I have a set of rules that I will gladly share with your readers:
<ol>
 <li>Move towards your goals, and never give up.</li>
 <li>Respect people and appreciate every moment of life.</li>
 <li>Do not waste your time on tears, on insults and on people with whom it is bad, unfair and energetically difficult.</li>
 <li>Remember that every mistake is an experience.</li>
 <li>Friends make us happier, but enemies and traitors make us stronger.</li>
 <li>Do not forget that only those who are weaker than us hurt us.</li>
 <li>Remain calm in any situation.</li>
 <li>Be above envy, anger and gossip.</li>
 <li>Always smile and be polite to everyone, even those who work for you and you, and then all the doors of the world will be open to you."</li>
</ol>

What is the most pleasant compliment for you?
Silva Dayan: "When people tell me that my children are well-brought up.

With what thoughts do businesswoman and mother Silva Dayan fall asleep and wake up?
Silva Dayan: "Thank you, God, for this day! And good morning, kids! (Laughs)."

<h3 style="text-align: center;">About Silva Dayan</h3>

Silva Dayan was born in Armenia but grew up in Ukraine. Since childhood, she has been working in the beauty industry. She has several higher educations &ndash; in interior design and management. For over eight years, she has successfully developed the salon business in Europe. Today, four premium salons are successfully operating in Cyprus, two in Vienna. In the near future, Beverly Hills Beauty will open in Dubai and London.

Human Factor: Business with Love

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