The beauty industry is experiencing a new wave of professionalization: specialists who once worked in salons are increasingly becoming independent managers, creating their own spaces and developing educational directions. These are the people who have broken a breach in the wall of the stereotypical perception of “nail service masters” and brought the profession to the forefront of the industry.
Among them is Marina Telpiz, a specialist with 13 years of experience who has gone from a salon technician to an independent professional ready to teach and shape the standards of a new school of manicure in the United States.
Marina, you have been in the profession since the age of 18. What brought you into the nail industry, and how did your journey begin?
— It all started quite early; I was eighteen. At the time, it seemed like simply an interesting activity, but over time it became a full-fledged profession and a part of my life. For the first six or seven years, I worked in a salon, where I gained the necessary foundation and an understanding of the inner workings of the industry. Then I rented my own studio room, created my own workspace, built a service system, schedule, and client flow. That is how I moved from the category of an employed technician to the category of an independent manager who manages not only services, but also the process, quality, time, and client experience.
For many technicians, the transition from salon work to independence is stressful. Did everything go rather smoothly for you?
— Yes, because by that time I already had an established client base. People came to me not because of the salon, but specifically for my approach and quality. Therefore, opening my own studio room became a natural step. Of course, the structure of expenses and the level of responsibility changed, because now everything depends only on you. But at the same time, it gives you complete freedom to manage your own business.
Now you have, one could say, an individual enterprise where you are your own manager. How is your workspace organized?
— I rent a studio room together with a colleague, but organizationally we work independently. Each of us has our own schedule, range of services, clients, and service system. In essence, it is a mini-model of a salon business, where everyone is responsible for their own area, while at the same time we can exchange experience and maintain a high level of service.
You recently received your instructor’s diploma. What motivated you to move into teaching?
— It is a natural stage of professional growth. When you reach a certain level, you want to share your experience, systematize your knowledge, and pass it on to others. This summer, I completed instructor training courses in nail sculpting and nail extensions, and now I have a clear plan to launch my own educational program. The first step will be a five-day foundational course designed both for beginners and for technicians who want to improve their qualifications. It will cover everything—from nail architecture and proper shaping techniques to modern nail sculpting methods.
Do you plan to teach in Russia or abroad?
— My main focus is the United States. I am currently preparing for relocation and want to take my educational programs to an international level. The online format will allow me to do this quickly, without being tied to a specific location. Today, this has become the norm: a technician can be anywhere in the world, conduct masterclasses, build a community of students, and develop a personal brand.
You have never participated in competitions or industry exhibitions. Why did you choose your own path without taking part in professional events?
— For a long time, I simply did not need to. My client base was stable, and I had plenty of work. However, over the last two years, I have started looking at the industry differently—not only as a technician, but as a professional who can help shape industry standards. I began studying more, analyzing the mistakes of others, and following industry trends. I think participation in events and conferences is the next step, but I want to approach it consciously and with purpose.
What mistakes do you notice most often among beginner nail technicians?
— There are many. The most basic one is improper nail shape. It may seem like a fundamental skill, but this is where mistakes happen most often. One nail is longer, another is shorter; one is wider, another narrower. If the shape is incorrect, everything else loses its value. Another common mistake is excessive product thickness. This makes the nails less aesthetic and less comfortable. Many technicians also fail to follow proper nail architecture when sculpting, even though this is the key factor that distinguishes amateur work from professional-level results.
The beauty industry is highly competitive. How have you managed to remain in demand all these years without advertising?
— It is very simple: quality. I have never paid for advertising or been highly active on social media. For all these years, clients came exclusively through referrals. That is the best form of marketing because it is built on trust. Of course, times are changing, and I have started exploring digital promotion. I launched an Instagram account, publish content, and am preparing pages on other platforms. But all of that is a supplement to reputation, not a replacement for it.
How do you assess the role of a personal brand for beauty professionals today?
— Today, a technician is not just someone who provides a service. They are the face of a brand, an expert, and a visionary. You need to know how to manage your image, communication, and visual presentation. Even if you work alone, you are still managing a business unit. Every independent beauty professional is, in a sense, a small-scale manager within the beauty industry. I believe that a strong personal brand is built not only through photos of your work, but also through professional ethics, consistency, and dedication to your craft.
What helps you stay motivated after so many years in the profession?
— My clients. Many of them have been with me for more than 13 years. It is incredibly valuable when people trust you with their time and appearance for years. Every appointment is a confirmation that I am doing things the right way. Another source of motivation is continuous growth. I enjoy mastering new areas, whether it is nail sculpting, aesthetic cosmetology, or teaching. The industry never stands still, and if you want to remain at the top, you have to keep moving forward.
You mentioned an interest in cosmetic procedures. Are you planning to expand your field of expertise?
— Yes, I have already consulted with colleagues who work in this area. Right now, I am exploring educational opportunities in aesthetic cosmetology. This will allow me to offer clients comprehensive care and develop my professional direction on a broader scale. I am not rushing the process, but I know it is a logical next step—a progression from technician to multidisciplinary specialist and manager who understands the industry as a whole.
If you could give one piece of advice to young technicians who are just starting their careers, what would it be?
— Don’t rush. First, become a true professional in your craft, and only then start thinking about scaling and business. At the same time, it is important to understand from the very beginning that even if you work alone, you are already managing a process. Do not be afraid of responsibility—it is what makes you a professional. And, of course, never stop learning. Today, education is the key tool that transforms a technician into an expert, and an expert into an industry leader.
It would be fair to say that you are an example of a professional who has turned a craft into a well-managed enterprise. How do you define yourself—a technician, an instructor, or a manager?
— I think I am all of those things at once. In this profession, it is impossible to be just a technician. You also have to be a manager, an analyst, a psychologist, and a teacher. Every day, we manage not only our time and materials, but also our clients’ impressions, moods, and loyalty. I would describe myself as a manager in the beauty industry who is building a small but sustainable business.
Looking ahead, where do you see yourself in five years?
— I would like to create an international educational platform for nail sculpting, where Russian-speaking and international professionals can exchange knowledge and experience. Perhaps I will open my own space in the United States—not just a studio, but an educational center. I believe that the nail industry is only beginning to unlock its full potential. And if you work with passion, respect for the profession, and a commitment to leadership, you inevitably become the driving force that others choose to follow.
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