We’re excited to introduce you to the always interesting and insightful Yulia Lobacheva. We hope you’ll enjoy our conversation with Yulia below.

Yulia, appreciate you joining us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

Our journey to opening Lawa Salon began long before we arrived in the U.S. When we moved here in 2018, I already knew that my experience and passion for the beauty industry would be the key to a new beginning. My first encounter with the profession happened back in 2010 in Russia, when I enrolled in beauty school and began mastering the art of hair extensions using Italian techniques and complex coloring.

However, moving to the States required me to adapt and undergo new training to obtain a license to work in Florida. This journey wasn’t easy, but it opened up new horizons for me. While studying at an American beauty school, I not only learned new skills but also shared my experience with my classmates, teaching them what I already knew.

After several years of working in salons from Sunny Isles to Fort Lauderdale, I realized it was time to start my own business. But finding the perfect space proved to be a challenge. We searched for a long time until one day, I noticed a vacant space near our supplier, SalonCentric. I called to inquire about leasing it, but as it turned out, that location wasn’t available.

It seemed like a setback, but fate had other plans. A kind realtor mentioned that there was another lovely space nearby that had just become available, and my husband and I didn’t miss our chance. That’s where our story truly began. With friends and tools in hand, we transformed the space into a cozy and stylish salon in just 5 weeks.

My husband created our website, set up a booking system, and handled digital marketing. And so, our ship set sail. We faced many challenges, unexpected turns, and victories, but that’s a story for another time…

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Hello,

I’m Yulia, the owner and top stylist at Lawa Salon. My journey into the beauty industry began over a decade ago in Russia, where I first trained in hair extensions using Italian techniques and mastered complex hair coloring. When I moved to the U.S. in 2018, I knew I wanted to continue my passion for beauty, so I went through the rigorous process of obtaining a license to work in Florida. This experience not only deepened my skills but also allowed me to share my knowledge with others.

At Lawa Salon, we specialize in a wide range of services designed to bring out the best in our clients. Our offerings include expert hair coloring, precision haircuts, European manicures, lash and brow treatments, and advanced body sculpting. We’re also proud to provide permanent makeup services and our Signature Hair Restoration Mask, a luxurious treatment that revitalizes and nourishes damaged hair.

What sets Lawa Salon apart is our commitment to personalized care and staying ahead of the latest trends and techniques. We solve problems for our clients by offering tailored solutions, whether it’s repairing damaged hair, achieving the perfect color, or enhancing their natural beauty.

I’m most proud of the warm, welcoming environment we’ve created at Lawa Salon, where clients feel like they’re part of our family. We take the time to understand each client’s needs and deliver results that exceed their expectations. Our attention to detail and dedication to excellence are what keep our clients coming back.

I want potential clients to know that at Lawa Salon, we’re not just about providing services; we’re about creating an experience that leaves you feeling beautiful, confident, and refreshed. Our team is passionate about what we do, and we’re here to help you look and feel your best.

Thank you for taking the time to learn about Lawa Salon. We look forward to welcoming you and showing you the difference that personalized, expert care can make.

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

Advertising for a New Salon: How to Spend Wisely and Get Results
Opening your own salon is not only a dream come true but also a significant financial commitment. One of the key aspects of success is smart advertising. However, in the early stages, you should think twice before outsourcing this to external agencies. Why? Let’s break it down.

When you’ve just opened your salon, your budget is likely already stretched thin. You’ve invested in rent, renovations, equipment, and now every dollar counts. In such a situation, it’s crucial to maintain at least a small financial reserve. These funds can be a lifesaver for unexpected expenses that will inevitably arise as your business takes off.

Build Your Website Yourself

One of the first steps is creating a website. You can easily do this on your own using platforms like Google Sites, Wix, or WordPress. These site builders are user-friendly and don’t require coding skills. Building your website yourself will save you money and, importantly, give you full control over the content and design.

Google Ads: Start Simple

To attract clients, Google Local Services is an excellent option. This tool allows you to set up ads easily by filling out the necessary forms and uploading your licenses and insurance. An added advantage is that you’ll earn a Google Screened Badge, which builds trust with potential clients by showing that your business is verified and credible. Google regularly updates this service, adding new features, making it a convenient and effective tool for local advertising.

Another step could be using Google Search Campaigns. Here, you might need a specialist’s help, especially if you want to maximize your return on investment. However, if your budget is tight, you can try to figure it out yourself, as plenty of resources are available to guide you.

Instagram and Meta: How to Advertise Effectively

Social media promotion is another crucial element of successful marketing. On Instagram and Meta (formerly Facebook), you can promote posts, which is quite simple and effective. However, there’s an important tip: it’s better not to do this from an iPhone since Apple takes a commission on such transactions. Spend a little time setting up an ad account on business.google.com—this will save you money on fees and give you better control over your ad campaigns.

Setting up ads will require time, money, and effort, but in the long run, these investments will pay off. You can try to handle it yourself or hire a specialist, depending on your budget and expertise in this area.

Conclusion

In the early stages of your salon, it’s essential to manage your budget as efficiently as possible. Building your own website, using simple and accessible advertising tools like Google Local Services (and earning that valuable Google Screened Badge), and thoughtful promotion on social media will help you succeed without overspending. Remember, every dollar saved today could be crucial for the future of your business.

Can you share a story from your journey that illustrates your resilience?

n 2018, my family and I made the life-changing decision to emigrate from Russia to the United States. Let me tell you, immigration is no small feat. It’s a journey that tests you on every level—financially, emotionally, and mentally. Opening a beauty salon in a new country added another layer of complexity, requiring significant resources and unwavering determination.

My husband and I embarked on this challenging path together, facing numerous obstacles along the way. From the initial renovations to navigating the intricate web of paperwork, every step was a learning curve. There were moments when the challenges seemed overwhelming, but we pressed on, driven by the vision of what our salon could become.

Surprisingly, the staffing aspect, which we anticipated would be one of our biggest hurdles, turned out to be less of an issue than expected. To our delight, a team of strong, talented professionals came together, each bringing their unique skills and passion to the table. While some have moved on, the majority of these incredible individuals are still with us today, helping to build and grow our salon.

Of course, we are still at the beginning of our journey. Our salon isn’t fully booked yet, and there are days when we wonder what lies ahead. But we remain confident that we’ll overcome the challenges and continue to build a strong, sustainable business.

We understand that success doesn’t come overnight. It’s the result of hard work, resilience, and the ability to adapt. We are committed to making our salon a place where clients feel cared for and valued, and where our team can thrive.

Looking back, the journey has been anything but easy, but every challenge has brought us closer to realizing our dream. We are grateful for the support we’ve received along the way and excited for the future as we continue to build something truly special.

Contact Info:

• Website: https://lawa.salon
• Instagram: https://instagram.com/lawa.salon
• Facebook: https://www.facebook.com/people/LAWA-SALON/100083954538155/