What should you consider when choosing nail polish? Of course, his tenacity. The coating should stay on your nails for a long time. Another important point when choosing a product is how long it will take to dry. The color scheme is very important when purchasing. The manufacturer must offer the buyer the most diverse palette so that the most daring nail art ideas can be realized. Do not forget about good paint consistency, since low-density paint does not adhere well. Important when choosing a product to create perfect manicure is price and brand awareness. The popular gel coating company E.Mi has the ideal combination of price and quality. The E.Mi company offers thousands of current and exclusive ready-made solutions developed by the world champion in nail design Ekaterina Miroshnichenko, as well as unique materials and accessories for artistic painting on nails, developed with her personal participation. The peculiarity of E.Mi manicure is the development of completely new nail design techniques, with which you can bring to life even the most daring ideas. Several times a year, Miroshnichenko offers the master new design collections, as well as methods for their implementation. Each of her collections is the author’s interpretation of the most current trends, which are translated into the language of nail design and adapted for salon execution: incredibly beautiful and unique at first glance, they are easy for anyone, even those without an artistic education. In our article we will talk about winter nail design 2017 from Ekaterina Miroshnichenko.
Winter velvet nail design 2017 from Ekaterina Miroshnichenko
Velvet sand- very interesting and very unusual design nails It can be done in different ways like: natural nails, and when designing extensions and even on gel polish. You can also use for this various materials. It is because of this that confusion often arises when velvet flock nails are perceived as velvet sand, and ordinary nail polish with a sand effect is perceived as sand. The “Velvet Sand” nail design looks most beautiful in a winter design, since it is here that you can create not just a coating of sand, but also make unique winter designs with a sand effect, imitating the surface of velvet fabric or snowflakes. This design has become famous thanks to the author’s technique of Ekaterina Miroshnichenko, which uses materials from the “velvet sand” series from the E.Mi company. Not everyone can purchase specialized materials for creating winter design 2017 from the E.Mi brand, especially if there is no need for a whole set for myself.
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Winter knitted nail design 2017 from Ekaterina Miroshnichenko
If you want to be on trend, then pay attention to E.Mi manicure winter 2017. This is a fashionable decorative nail coating, made according to the sketches and technologies of nail couturier Ekaterina Miroshnichenko based on materials from the E.Mi brand of the same name. Winter is simply created to add to your nail wardrobe with a “knitted” manicure from E.Mi, repeating the weave of your favorite pullover. New collection E.Mi manicure winter 2017 with a cozy combination of matte finishes and glossy patterns, like on traditional sweaters, promises to warm you up even on the chilliest day. Choose powdery and pastel shades - they will enliven your look and suit your color scheme any wardrobe.
Winter nail design TEXTONE 2017 from Ekaterina Miroshnichenko
Sequins and glitter are in fashion! In the winter season of 2017, there is really a lot of holographic shine, sequined outfits and metallic details on the catwalks. Total-metal-look is one of the hottest global trends, which is also presented in the E.Mi-TEXTONE manicure collection with a monochrome metallic coating. If you haven’t decided on an iridescent dress yet, then support the trend with a cool winter manicure 2017 from Ekaterina Miroshnichenko!
Winter nail design with casting 2017 from Ekaterina Miroshnichenko
If you carefully study the collections of leading fashion brands, you will notice that casual luxury and discreet chic are in fashion. This applies not only to clothes, but also to actual nails. Try E.Mi-manicure pastel shades with exquisite metal details using the “Perfect Casting” technique. This manicure looks festive and is perfect for winter manicure 2017. The advantages of this particular winter option are that your nails will look stylish and appropriate with both an office suit and evening dress. Universal!
Winter mirror nail design 2017 from Ekaterina Miroshnichenko
Continuing the theme of winter manicure 2017 with glitter, metallic, shimmering sequins, patent leather and glitter, we will tell you about the E.Mi-GLOSSEMI manicure collection. These are laconic metal patterns on nails or an ideal mirror finish - it looks really stylish. Chrome powder to create mirror design imported nails can be called differently - Mirror Powder, Chrome Powder, Chrome Pigment, Glitter Powder, etc. This is a finely ground aluminum powder designed for rubbing into the varnish coating and giving it a metallic shine. Working with mirror pigment is a pleasure. To create a specific winter mirror pigment, you need to choose a black base, although you can experiment and apply it to other colors. Apply mirror pigment to the base on top using a brush, finger or eyeshadow applicator. Such mirror manicure can be supplemented with winter drawings.
Winter nail design with liquid stones 2017 from Ekaterina Miroshnichenko
The most famous and popular innovative technology, which this master developed, became liquid stones. They are made using colored and stained glass gel by gradually building up layers, due to which the “pebble” becomes voluminous, creating a lens effect. And although ready-made polymer “stones” for gluing onto the nail have now appeared on the market, the result of doing it by hand is much more decorative. This design is more popular in winter time 2017.
Ekaterina Miroshnichenko is a well-known name not only in professional circles of the nail business, but also beyond it. This is the case when an artist came into the profession, moreover, having a professional pedagogical education.
Artist and teacher
It often happens that a master cannot teach or explain how and what he does. And many hide their secrets and achievements for themselves. Thus, they try to increase their own uniqueness, significance, and with them the cost of their own services in the nail art market. That is why not every school can teach a beginner a profession.
Ekaterina Miroshnichenko is a prize-winner in international competitions in professional skills. If you translate it into sports, it turns out that she is an Olympic champion in her field. The high level of a master is often highly valued when he becomes a coach. With the creation of her own School of Nail Design and the E.Mi brand product line, this fragile girl began to reveal the secrets of artists of all directions.
Ekaterina Miroshnichenko. Photos of works
Any work of a master becomes a masterpiece. The designs on long nails are especially beautiful.
Precious stones together with the “liquid casting” technique look great. This technology is patented by the author and is now used in other schools.
The casting technique is amazingly combined with the patina, giving the work a historical flair.
You can create many designs on short nails. One course at the School is called that.
Products E.Mi
To implement creative plans, sometimes it takes absolutely new material, which is not yet produced by giant companies. Then Ekaterina Miroshnichenko creates her own brand E.Mi and goes to the forefront of the nail art industry.
With the development of nail design, the issue of the rate of polymerization of gel polishes at the intermediate stage of design has become acute. Ekaterina, a technologist at her own company, managed to create unique gel paints that quickly polymerize and have a wide range of shades. The quality of E.Mi’s products satisfies not only the most demanding nail art master; even international category judge Ekaterina Miroshnichenko is satisfied with it.
Nail design school
This school studio is like a private school for Barbie, where everything is pink and speckled, where artistic taste is formed. The girls put on pink aprons, their teacher too, and begin to create. It turns out that you can create many textures on your nails: snakeskin, dew drops, malachite, marble, patina, craquelure.
It turns out that leopard spots have a formula. A zebra's stripes are not the same at all; there is also a pattern in their alternation. Wool can be conveyed in different ways. Nails are dressed in velvet, satin, silk. They shimmer from one color to another through an intermediate third - the ombre technique.
And how many floral motifs! If all the women on the planet came to this school, each one would have a unique flower manicure.
The quality of the newcomers’ work is not much different from the samples completed by Ekaterina Miroshnichenko. The nail design school trains real professionals who recognize each other everywhere by the signature flower invented by the guru at the beginning of their career.
The school provides a quick start in the profession, a stock of ideas, and the ability to make the right design decisions. Forms its own corporate style, instills a highly artistic taste. Visitors to the salon where the Nail Design School graduate works will never leave without elegant, stylish nails.
Liquid stone technology
Ekaterina Miroshnichenko, whose photographs of works (liquid stones, velvet sand, snake skin) are described as a real artist, makes no secret of her skill. These technologies were patented by the master and are now used in other versions, not only on E.Mi products.
The technology is also called “jewelry on nails” and consists of the following: a frame for a precious stone, such as malachite, is painted on the nail. Then several shades of gel paint are placed into a drop of polymer “liquid stones” and placed in the frame. After covering with the top, you can add “liquid stones” gel on top of the artificial stone.
This technique uses two materials from E.Mi: polymer and “liquid stones” gel. The polymer allows you to mix shades of gel paints and create amazingly beautiful transitions, as if polished turquoise, malachite, marble - opaque colored ornamental stones. The substance polymerizes almost instantly and does not spread, which is what makes it different from any gels from nail design systems.
The “liquid stones” gel is very hard; it gives rigidity to polymer stones. It works well on printed foil to create diamonds, rubies, emeralds and other clear stones.
There are so many technologies for making precious and ornamental stones that each stone has its own instructions.
Review of new E.Mi products
Ekaterina Miroshnichenko does not stand still, annually participating in the international exhibition "Intercharm", famous for the discovery of new products.
For creating precious stones On nails, the E.Mi company has a gel in a tube, which is very convenient to use.
For bas-relief modeling - a variety of colored thick gels. And there is also a stencil for the bas-relief. It was recommended to buy it at the last Intercharm.
Unfortunately, this article did not contain all the successes of the recognized guru of nail aesthetics. Despite being very busy, Ekaterina Miroshnichenko is a happy wife and mother. The doors of her pink school are always open. There are its branches in many cities. We can only regret that not everyone will have the opportunity to personally communicate with a wonderful teacher and talented artist during their studies.
If you want to be in trend, then pay attention to E.Mi-manicure. This is a fashionable decorative coating for nails, made according to the sketches and technologies of nail couturier Ekaterina Miroshnichenko based on materials from the brand of the same name E.Mi. This service is probably already provided by your favorite beauty salon.
This signature type of manicure has already won the hearts of fashionistas in Paris, Milan, Dubai and Seoul, and has now reached Moscow and many other cities around the world. E.Mi-manicure changes with fashion trends and sets the tone in the world of nails - Ekaterina Miroshnichenko creates more than 12 collections a year!
Be yourself and don't be afraid to experiment! Collections E.Mi-manicure will allow you to emphasize your individual style, enhance your impression, complement and complete your intended image.
Popular
All collections are presented in authorized beauty salons marked with a geotag" E.Mi-manicure", in two forms: in a nail menu with ready-made solutions for 10 nails and in a booklet with set options for each nail. Every month, the nail menu and set options are updated, so you can always try something new. Be ready for compliments when posting your new E.Mi-manicure on Instagram with the hashtags #emimanicure, #EmiManicure.
Fashion Textures. Glam rock
Glam rock, punk, gothic or grunge - these styles exist not only in rock music, but also in nail fashion. If you choose an image in the spirit of early Kate Moss, then you will need a manicure to match - in aggressive black or daring red tones. Be sure to experiment with texture - it can be matte or glossy, in the form of quilted leather, with metal decor- straps and rivets.
"Knitted" manicure
Autumn and winter are simply created to replenish your nail wardrobe with a “knitted” manicure that repeats the weave of your favorite pullover. New collection E.Mi-manicure with a cozy combination of matte finishes and glossy patterns, like traditional sweaters, they promise to warm you up even on the chilliest day.
The “knitted” manicure has something in common with another type of collectible decorative nail coating, which also resembles the pleasant texture of the fabric – the “velvet sand” technique. It looks very gentle and will go with any feminine outfit. Choose powdery and pastel shades - they will enliven your look and match the color scheme of any wardrobe.
TEXTONE manicure
Sequins and glitter are in fashion! There's really a lot of holographic sparkle, sequined outfits and metallic details on the runways this season. Total-metal-look is one of the hottest global trends, which is also presented in the collection E.Mi-manicure TEXTONE with monochrome metallic finish. If you haven’t decided on an iridescent dress yet, then support the trend with a cool manicure!
PRINCOT manicure
Prints have not gone out of fashion for several years now; they can be anything: Gzhel, Zhostovo painting, checkered. Collection E.Mi-manicure PRINCOT was created using a unique material - films with a colorful layer, thanks to which you can quickly print even the most complex design on your nails or reproduce any pattern you like.
Perfect casting in detail
If you carefully study the collections of leading fashion brands, you will notice that casual luxury and discreet chic are in fashion. This applies not only to clothes, but also to actual nails. TryE. Mi-manicure pastel shades with exquisite metal details using the “Perfect Casting” technique. The advantages of this particular option are that your nails will look stylish and appropriate with both an office suit and an evening dress. Universal!
GLOSSEMI - mirrorE.Mi-manicure
Continuing the theme of glitter, metallic, shimmering sequins, patent leather and glitter, we’ll tell you about the collection E.Mi-manicure GLOSSEMI. These are laconic metal patterns on nails or an ideal mirror finish - it looks really stylish.
Vintage
The second trend of this season, absolutely opposite to the fashion for glitter and metallics, is feminine retro, burlesque and nostalgic theatrical images. Vintage collection E.Mi-manicure reflects the trend and suggests wearing voluminous brooches on your nails - framed decoupage paintings made using the Baguette Modeling technology.
Feminine guipure
Seductive nails with a pattern reminiscent of lace are a great option for a date. If you want to emphasize the femininity and mystery of your image, choose E.Mi-manicure with guipure patterns on a translucent background. The lace print transferred to the nails looks especially good in combination with smooth glossy and textured velvet coatings.
At the end of January, a photograph appeared on South African Yolanda Austen Becker’s Facebook page in which she, in a soft pink tight-fitting dress, hugs the shoulders of two smiling blondes in exactly the same outfits. In the background is a pink logo, matching the dresses, of the E.Mi nail art school. “E.Mi launch went great today!” - shares one of the employees captured in the photo, which has just opened in Cape Town schools.
E.Mi is a Russian brand owned by the family of nail designer Ekaterina Miroshnichenko. Now the company is developing a franchise of nail art schools and a line of nail modeling and design products. Yolanda found out about E.Mi from Facebook. She was so impressed by the colors and technique that she went to a training course from Miroshnichenko in Dubai. Then she went to Rostov-on-Don to become a brand ambassador and open her own school.
“I’ve been working in the nail industry for 17 years,” Yolanda tells The Secret. - I attended trainings in the USA a couple of times, but they cannot be compared with what E.Mi offers. She has a difficult job High Quality- I like it".
New E.Mi schools open all over the world every year. Now they are in 54 Russian regions and in 17 countries around the world. In addition to Ekaterina Miroshnichenko, members of her family are working on E.Mi. Father Nikolai is the main investor and is responsible for the strategic development of the company. Younger sister Vera is the executive director. But Ekaterina remains the face and main asset of the company; she is the author of all nail models and techniques. E.Mi's turnover is estimated at 350 million rubles a year, of which the school brings in 150 million, and the E.Mi product line brings in 200 million. “The Secret” tells the story of a family nail empire.
The power of manicure
“Please note: when you do something new on your nail, you constantly touch it. A woman gets aesthetic pleasure from this. If you offer her something new every time, believe me, she will not leave you for another master,” tall blonde in heels Ekaterina Miroshnichenko hypnotizes the audience. At the Rostov beauty industry exhibition “Charm”, the section of her school occupies the largest platform. Here, everyone can have one nail modeled and designed on it free of charge. For this reason, a queue lined up to see the E.Mi masters - while one girl is sitting at the counter and waiting for the procedure to end, the rest are watching the process from behind her shoulder. All of them are manicure specialists from different regions who want to learn Catherine’s technique and earn more.
“A manicurist can have the same salary as a deputy,” Ekaterina Miroshnichenko tells Secret. “My students told me that they earn 200,000 - 300,000 rubles a month, easily pay off their mortgages, buy cars and travel a lot.” But this applies only to those craftsmen who rent workplaces and serve their own regular customers. Masters working in salons receive less - in E.Mi, for example, from 30,000 to 60,000 rubles.
Although no one has assessed the volume of the Russian nail service market separately, experts say that its potential is enormous - the number of salons per number of residents in Russian cities is several times less than the same figure in Europe and the USA. According to estimates by Vyacheslav Kuts, general director of the Art-Style Group company, there are 14,500 salons operating in Moscow today, that is, there is one salon for every 1,300 residents of the capital and region. In the US, there are 350 people per salon.
Considering that, according to Miroshnichenko, the average manicurist works in her specialty for no longer than five years due to the monotony and harm that this work causes to health, there will always be a need for training new specialists.
Ekaterina and Vera Miroshnichenko
Photo: © Tatyana Smirnova / “Secret of the Firm”
Family business
The Miroshnichenko family is not new to the beauty industry. Lyubov Miroshnichenko, mother of Ekaterina and Vera, has been running her beauty salon in Armavir since 1997, and Nikolai Miroshnichenko has been selling equipment for beauty salons.
At the beginning of the 2000s, Nikolai Miroshnichenko decided to open a nail studio in Rostov so that his daughters who went there to study would have a stable income. In November 2002, Vera registered an individual entrepreneur, and her father rented a 40-meter premises and hired two craftsmen. He immediately decided that he should open a school and a professional materials store at the salon. “Nikolai Ivanovich picked up the idea from a friend of his, who owned a similar business in Krasnodar,” says Vera. “We sent our first teacher to study in Krasnodar with this friend in order to adopt the business model.” The graduated specialist unexpectedly insisted on reading only the theoretical part at school, without practice. Then Vera had to go to Krasnodar herself for courses.
In December 2002, the “Nail Fashion Center” - that was the name of the Miroshnichenko family company at that time - began working. The salon was located in a residential area of Rostov-on-Don, in Khalturinsky Lane. Traffic was low, and the first craftsmen did not work more than three months. Although the salon only had two customers a week, they still had to be served. Vera started skipping classes and sat down at the manicure table. The number of clients gradually grew, regular visitors began to bring their friends with them - and Vera decided to involve younger sister: “Katya at that time was studying at a pedagogical institute, majoring in decorative and applied arts.” We sometimes called her to draw something interesting for us or our clients, but she didn’t work all the time. When the number of clients grew so much that I couldn’t cope on my own, I asked Katya to learn how to do nail extensions and sit with me at the next table.”
Co next year The Miroshnichenko sisters began to participate in Russian industrial exhibitions, where they talked about the school and services. In the very first year, their small stand was noticed by masters from Stavropol and asked Ekaterina to hold a master class in their city.
First students
In 2002, manicure and pedicure courses in Rostov offered two training options: either a week or three months. “Nail Design Center” chose the golden mean - the program was designed for a month. Moreover, modeling classes were held on weekdays, and nail design classes on weekends. “As a result, specialists with a wide range of profiles emerged. Design courses in Russia at that time were mostly primitive - they drew with sticks and needles. Katya, like an artist, painted with brushes, and at our school everything was a level higher,” continues Vera.
Miroshnichenko recruited the first group in the first month of work - there were only three students in it. In the next year there were already five students, and then - seven. The school began to gradually acquire students from nearby regions. Some masters came even from Tyumen and Vladivostok. Today classes at the Rostov school are held every day, including weekends, with ten people in each group. A nail modeling course in 2003 cost about 6,000 rubles. Now a similar program will cost 18,000 rubles, and a classic manicure - 13,000.
According to the Russian Perfumery and Cosmetics Association, today there are about ten large manicure schools in Russia, including Ole House (CND training center), Alex Beauty Concept, CNI (Nail Industry Center), E.Mi, Victory and a huge number of small training centers. Online schools have been gaining popularity lately.
Franchise development
In 2007, Ekaterina Miroshnichenko wrote and published her first manual on nail design, “Nail Design. Artistic painting. Basic course”, followed by several more books. For educational literature, they came up with the brand “Ekaterina Miroshnichenko’s Author’s School of Design.”
Thanks to the books, the sisters got their first franchisees. “Masters from Pyatigorsk and Irkutsk read my books and asked how to get permission to open our school in their cities. We didn’t have school branding, so we didn’t sell franchises, but trained instructors and gave them the right to teach in our program,” recalls Ekaterina. Training and the right to be considered an official instructor of the company in 2008 cost 30,000 rubles.
A year after the release of the first book, Ekaterina went to an international competition in Italy, where she met a local Russian woman. She asked Catherine to conduct a course for Italian specialists. Soon after this, Russians from Germany and other European countries began asking her for lectures.
The brand's popularity abroad grew. The first schools appeared in Germany and Cyprus. “Russian schools are the strongest in nail service. In Europe and the USA they don’t know how to do nail extensions. And Russian-speaking girls want it there beautiful nails, I want to bring beauty to the masses,” Vera is sure. Ekaterina agrees with her: “The mentality of a Russian woman is fundamentally different from the European mentality. Our woman will not go to the store without makeup.”
Gradually, foreign women began to get involved in the project of Rostov manicurists. Since 2011, manicure specialists from different countries: some studied in English, others take a translator with them. “Those who want to promote us in their homeland are those who saw what we do and fell in love with E.Mi, with our techniques, they are fans,” says Ekaterina. One such fan is Marlies Kalliker from Switzerland. Two years ago she met Catherine at an exhibition in Munich, after which she opened a school E.Mi in my homeland. “Ekaterina has very high quality materials and interesting ideas. After launching E.Mi, my company’s income increased significantly - this school in Switzerland has many clients,” admits Kalliker. There are also E.Mi schools owned by non-Russian speaking masters in Israel, Romania, Latvia, Lithuania, Korea and South Africa.
Miroshnichenko try to support their fans. So, this year they provided preferential conditions to brand representatives in Donetsk. “Their school was blown up, but they want to open a new one, despite not very favorable conditions for business development. We understand that fulfilling our plans is not the main thing now, but the main thing is to survive,” says Vera.
In 2011, Miroshnichenko first released their line of material for nail design. This sharply increased the number of requests to open schools under the E.Mi brand - 10–20 proposals were received per year. “As a result, we redid the contract and finally launched a franchise instead of official instructors,” recalls Vera. Depending on the region, the annual payment for the right to use the brand ranges from 40,000 to 100,000 rubles, and instructor training costs another 120,000 - 130,000 rubles. All schools under the Miroshnichenko brand undertake to sell E.Mi products. “Every professional product has its own technology that needs to be taught. When you train craftsmen to work on your product, you get a loyal client - a specialist who will always buy from you,” Anna Dycheva-Smirnova, member of the board of the Russian Perfume and Cosmetic Association, explains the principle of such a business model.
Launch of production
By 2010, the company’s total monthly turnover reached 4.5 million rubles. The salon brought in the main money - about 2 million a month. School - from 500,000 to a million depending on the season. Another 1.5 million rubles in the turnover of Miroshnichenko’s company came from the sale of professional materials of various brands.
The sisters started thinking about their production when they realized that regional schools could not guarantee quality - all the craftsmen used different products. “We ourselves taught on the mark of my father’s friend, but we could not impose it on other masters. And a lot depends on the material,” explains Vera. - My husband and Katya visited several European exhibitions and eventually settled on a German factory. There we ordered our first gel paints.”
Nikolai Miroshnichenko was against this idea. Firstly, he did not understand how to organize production, and secondly, he did not want to quarrel with a friend whose materials were selling well at his daughters’ school. “He was upset, of course, but still understood that he had a daughter whose talent could either be buried in the ground or developed. He chose the second,” Vera states. The Miroshnichenko family is in awe of Ekaterina’s abilities: “Katya has it all, but we just run after her and help, organize so that her gift is not just like that.”
For the first time, Miroshnichenko's original gel paints for nail design were presented in 2011 at the Intercharm exhibition in Moscow. Since then, the sisters have tried to create new products every year. “Everyone was producing colored gels back then, and we came up with the idea of calling this material gel paints and pouring it into tubes. There we became pioneers gel paints, - shares marketing ploy Catherine. - Then I came up with a technology "velvet sand", which uses a secret material that has not been used before in manicure. It gives a sandy effect on the nails.”
New strategy
When the number of masters in the salon exceeded 18 people, and classes at the school began to be held every day, the Miroshnichenkos decided to move out of the rented area and build their own four-story building. The location for construction was chosen next to the previous one - despite the low traffic, the salon and school have already made a name for themselves: Rostov fashionistas are accustomed to coming to a certain address.
“You sometimes walk through a grocery store and accidentally hear two girls talking: “Oh, what kind of nails do you have, did you get them done at Khalturinsky?” That’s what everyone called us - “Nails on Khalturinsky,” recalls Vera. They did not invest money in advertising Miroshnichenko, word of mouth worked.
Only once they decided to conduct an experiment and showed a commercial with different nail models on a local channel. There was no flow of clients after that, but the next day, at the opening of the salon, a woman in furs with sparkling eyes stood at the entrance: “I didn’t sleep all night, got up at seven in the morning and came to check whether such a salon existed in Rostov or not.” An enthusiastic client left Vera a tip of 1,000 rubles, and the next week she brought her friends. “At first we served only our local area. There are many elite houses here, where people of average and slightly above average income live,” says Vera. “And after the advertisement, five new clients came to us, but from other parts of the city, they brought their friends with them.”
Despite rapid growth, by early 2014 the company was still not profitable. Miroshnichenko decided to turn to consulting for help. As a result of marketing research, it turned out that brands that copied the company’s products and sold them cheaper made more money from the popularity of Ekaterina Miroshnichenko: “We developed the market, offered new products, but were not actively involved in sales. Schools functioned as factories producing craftsmen who ended up working on someone else’s material.” Ekaterina Miroshnichenko had about 90 000 subscribers on Instagram and almost 60 000 on YouTube, and the company's market share was no more than 5%.
E.Mi decided to change strategy and focus on distribution instead of developing schools and stores. One of the key mistakes was that professional cosmetics for nail design they were sold in retail when it was necessary to promote the brand in beauty salons. At the beginning of 2014, three managers were involved in sales in the company, and six months later there were already 12 of them. Turnover began to grow. The new strategy began to be released to partners in the regions - those who could not cope with sales plans began to be replaced.
As a result, the number of Rostov salons using E.Mi materials in their work increased from 200 to 900 in 2014 (there are 1,500 salons in the city in total). But it was not difficult, the real challenge was to increase sales in big cities. “To get into all Moscow salons, you will need a staff of 40 people. Our representative in the capital currently has about ten managers working on distribution development. The same applies to other large regions - Novosibirsk, Krasnoyarsk, Kemerovo, Samara, St. Petersburg, Alma-Ata, Kyiv and Minsk. If we take all the regions, the percentage of presence in our outlets is on average 10%,” says Vera Miroshnichenko.
As an example of a company with a successful business model, she cites CND, whose Shellac varnishes are in every salon. According to her estimates, the share of this company in the Russian gel polish market is about 35%. Chinese inexpensive brand Bluesky holds another 20%. E.Mi accounts for 10–15% of the market.
The results of the new brand strategy are already visible. The first quarter of 2015 was unprofitable for the company, while the second and third quarters had a margin of 7–10%. In the last quarter of the year - 20%.
However, school is not a priority for the Miroshnichenko family. The main task for the company today is to build distribution of products in Russia, the CIS countries and Europe. Of the company's 160 employees, 90 people work on developing the E.Mi brand of professional manicure materials. The plan for this year is to sell your materials in 80% of Russian salons. One of the tools to achieve the goal is the start of sales of E.Mi beauty salon franchises.
High fashion is a real art. It fascinates, inspires experimentation and makes us look forward to the new season, which always surprises and presents surprises.
E.Mi ready-made solutions are haute couture nail design.
What is E.Mi-manicure
If you're following latest trends in the fashion world - you should pay attention to E.Mi-manicure. E.Mi manicure is performed using materials from the E.Mi brand of the same name according to the sketches and technologies of nail couturier Ekaterina Miroshnichenko.
A new popular service for creating a fashionable decorative coating for nails conquers leading beauty salons in Moscow, Paris, Milan, Dubai, Seoul and thousands of salons in other cities around the world. E.Mi manicure is updated along with changing fashion. Inspired by world fashion trends, nail couturier Ekaterina Miroshnichenko releases more than twelve E.Mi manicure collections a year. Each collection emphasizes a certain style of clothing, enhances the impression, complements and completes the image. The collections are presented in authorized beauty salons, marked with the geotag E.Mi-manicure, in two forms: in a nail menu with ready-made solutions that can be reproduced for all nails at once, and in a booklet with set options for each nail. The nail menu and the set of options in the booklet are updated in beauty salons every month, so when you come to your nail artist for a manicure, you can always try something new.
E.Mi-manicure is stylish and status-worthy. Fashionistas who love innovation and followers of the classics all over the world have already appreciated the benefits of E.Mi manicure: now it has become much easier to complete your unique look with a perfectly matching decorative nail coating. All you have to do is come to our salons and choose a ready-made solution from the nail menu that is harmonious in all respects. Or create your own collectible nail look by “trying on” a separate option from the booklet for each nail. In any case, you can find something that suits you and you will be satisfied.
FASHION TEXTURES. GLAM ROCK
Lovers of heavy music, gothic and rock images - rejoice! On your nails you can realize any fantasy in aggressive black or daring red tones. And do this in full, trying on matte and glossy textures in the form of quilted leather with metal decor: straps and rivets.
KNITTED MANICURE
Autumn and winter are simply created to replenish your nail wardrobe with “Knitted manicure”. The new collection of E.Mi manicures with a cozy combination of matte finishes and glossy patterns, like on traditional sweaters, promise to warm the soul even on the chilliest day.
VELVET NAILS
During the cold season, fashionistas dress in cozy knitted sweaters and dresses. It's time to warm up your nails with a knitted E.Mi manicure made using the Velvet Sand technique. Powdery shades will highlight the delicate tone of the face and will suit any color scheme of your wardrobe.
TEXTONE MANICURE
This season, on the catwalks, there really is a lot of holographic shine, outfits completely embroidered with sequins, and metallic details. Total metal look - one of the world trends is presented in the E.Mi collection - TEXTONE manicure with a monochrome metallic coating.
PRINCOT MANICURE
Prints are always in trend: Gzhel, Zhostovo painting, check and friend. The E.Mi-manicure PRINCOT collection is created using a unique material - films with a colorful layer, thanks to which you can quickly print a complex design on your nails or reproduce your favorite pattern from your wardrobe.
PERFECT CASTING IN DETAILS
Dazzling restraint and everyday luxury are welcomed in the fall-winter fashion collections. E.Mi manicure in pastel shades with exquisite metal details using the “Perfect Casting” technique will embody high style for going out and emphasize the strictness of the office dress code.
GLOSSEMI MIRROR MANICURE
The collections of fashion houses sparkle and shimmer absolutely different types shine: patent leather, lots of sequins, steely shine. Gloss, mirror, metal are also present in the E.Mi-GLOSSEMI manicure collection in the form of laconic metal patterns, details or a full mirror coating.
In the new season, the catwalks are full of theatrical images in retro style, which year after year wins the hearts of both fashionistas and famous couturiers. The vintage E.Mi-manicure collection reflects this trend and suggests wearing voluminous brooches on your nails - decoupage paintings in a frame made using the Baguette Modeling technology.
FEMININE GUIPURE
Romantic and sensual models with the charm of heroines are decorating the catwalks in the new season. Victorian era. These images served as inspiration for the E.Mi manicure collection with lace patterns on a translucent background. The lace print transferred to the nails looks seductive in combination with smooth and textured, glossy and velvet coatings.
