Alright – so today we’ve got the honor of introducing you to Ekaterina Dzyuba. We think you’ll enjoy our conversation, we’ve shared it below.

Ekaterina, looking forward to hearing all of your stories today. What’s the backstory behind how you came up with the idea for your business?

The idea for my business was born from a personal experience that left a lasting impression on me. During my first visit to the USA at 15, I stepped into a nail salon near my school in New York. It was one of those typical spots found in every plaza, and what I encountered shocked me. Despite the technician’s best efforts, the result was far from the quality I expected.
This experience opened my eyes to a significant gap in the market: high-quality nail services and exceptional customer care were lacking. I realized that there was an opportunity to bring something new and improved to the beauty industry in the USA.
When I returned home, I committed myself to becoming a certified nail technician. I wanted to learn everything I could about the craft and the standards I believed should be upheld. After moving to the USA at 17, I began my journey, balancing my studies in architecture with my passion for nails.
As I built my clientele, I recognized the need not just for my services but for a whole new approach to nail care. I understood that if we wanted to elevate the beauty experience, we needed to train more technicians who shared the same vision and dedication.
This blend of personal experience and a desire to improve the industry is what inspired me to create a business that focuses on quality, artistry, and exceptional service. It’s about transforming what I once found lacking into something extraordinary.

Ekaterina, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Introduction:
My name is Ekaterina Dzyuba, and I am a passionate nail technician and entrepreneur. My journey began when I first visited the USA at 15, where I encountered a nail salon experience that was far from what I expected. This sparked my desire to elevate the standards of nail care in the country.

Getting into the Industry:
After returning home, I decided to pursue a certification in nail technology. With a strong foundation of skills, I moved back to the USA at 17, balancing my studies in architecture with my growing passion for nails. This unique blend of creativity and precision has shaped my approach to nail care.

Services Offered:
In my salon, we offer services such as Russian Manicure, which many know as E-File manicure. This provides a completely different experience from regular nail places. We also offer Smart/E-file pedicure, Dual Forms extension, and eyebrow treatments. Each service is designed to provide not just beauty but also an uplifting experience for my clients.

Problems Solved:
Many clients come to us with damaged nails from local places, as numerous nail techs don’t know how to prep the nail and remove products correctly. Disturbingly, about one in every three clients arrives with a ruined nail plate. It typically takes us 2-3 months to recover and regrow their nails, and we are dedicated to this restoration process.

What Sets Me Apart:
What sets my business apart is not only our commitment to safe and effective services but also the overall experience we provide. We offer amazing complementary coffee, much like a coffee shop, along with various types of tea and snacks. Each workstation is equipped with an iPad, giving clients options for watching TV shows and movies, complete with headphones. After our pedicure service, we provide a new set of cotton socks for each client, enhancing their comfort and care.

Pride in My Journey:
I am most proud of the community I have built around my salon. It’s incredibly rewarding to see clients return, not just for services but for the relationships we’ve developed. Additionally, my transition from architecture to beauty has allowed me to infuse creativity into every aspect of my work.

Key Messages:
I want potential clients and followers to know that my brand is built on quality, passion, and a dedication to continuous improvement. I am here to transform the nail care experience, and I invite everyone to join me on this journey. Together, we can redefine beauty standards and create a space where everyone feels confident and beautiful.

Can you talk to us about how you funded your business?

The journey to secure funding for my business was both challenging and enlightening. After moving to Seattle, I spent all of my savings that I had collected in San Diego, which meant I had to start over financially.
During my first year in Seattle, I worked full-time at my first architectural job. After work, I dedicated my evenings to building my new clientele in the nail care industry. It was a slow process, but I was determined to make it work. On weekends, I took on side hustle jobs for friends, helping them with various architectural projects. This not only provided some extra income but also allowed me to stay connected to my roots in architecture.
It took a lot of hard work and perseverance to finally accumulate enough money to invest in my business. I carefully saved every dollar I could, all while balancing my full-time job and my growing passion for nail care.
Ultimately, my journey involved a combination of my full-time salary, side projects, and sheer determination. This experience taught me the importance of resilience and resourcefulness. Now, as I finalize the renovations for my salon, I am excited to create a space that not only reflects my passion but also serves the community in a meaningful way.

We’d love to hear the story of how you built up your social media audience?

Building my audience on social media has been a crucial part of my journey, especially in the nail care industry. When I first moved to Seattle, I was juggling three jobs while also managing my social media presence. I knew that to succeed, I had to consistently produce content that showcased my work and engaged potential clients.
I made it a priority to post daily, sharing not just the finished results of my manicures and pedicures but also behind-the-scenes glimpses into my process, client testimonials, and tips for nail care. Authenticity was key—I wanted my audience to see the real me and the passion I have for my craft.
One of the most important pieces of advice I can offer to those just starting to build their social media presence is to never give up. It can be disheartening when you don’t see immediate results or enough views, but persistence is vital. Keep providing valuable content, and don’t be afraid to experiment. Pay attention to what resonates with your audience—acknowledge what works and adapt based on their feedback.
Engagement is also crucial. Respond to comments, ask questions in your posts, and create polls or stories to interact with your followers. Building a community around your brand will help you grow your audience organically.
Over time, I found my niche and my audience began to grow, which led to increased client inquiries and greater recognition in the industry. Social media can be a powerful tool, and with dedication and creativity, anyone can build a strong presence that reflects their brand and connects with their community

Contact Info:

• Website: https://Pixielab.org
• Instagram: pixie_lab_
• Yelp: https://m.yelp.com/biz/pixie-lab-kirkland

Image Credits

Personal and Team photo: Ramazan Papshuov
IG: @ramz.papshuov