Since moving from Kyrgyzstan some 5,500 kilometres away to Singapore six years ago, Nurisat Sulaimanova has been going full force. She is one of the first nail artists to introduce Russian manicures and pedicures to Singapore, via her nail salon NS Nail Studio on Bali Lane that continues to grow. Find out more about her entrepreneurial journey!
Where are you from and what brought you to Singapore?
I’m from Kyrgyzstan. My husband works and lives in Singapore, so after we got married in 2018, I moved here.
Tell us a bit about your background and how you became a nail artist.
I hold a degree in finance and worked some corporate jobs in Kyrgyzstan and neighbouring countries but realised early on that an office job is not for me. Before moving to Singapore, I ran an internet café in Kyrgyzstan and some small businesses that I sold when I came here. I was always interested in the beauty industry, but due to personal obligations never had the chance to do something with it.
On moving to Singapore, I had the opportunity to try something new, so I started exploring the beauty industry. I took a course in eyelash extension and worked in a hair salon, before getting a job at a local nail salon. After exploring all sorts of jobs, in the end, I decided I wanted to do nail art. I like to work with my hands and do something creative, so nail art was perfect.
What inspired you to start Russian manicures in Singapore?
When I was learning how to do nails at the local salon, I noticed that the way manicures and pedicures were done in Singapore was very different from what I was used to in Kyrgyzstan. I went to look for places that provide Russian manicures but soon realised that they’re not common in Singapore. To learn more, I started taking online courses and looked for people who could teach me.
After improving my skills and knowledge, I started to take customers at home to practice. I soon noticed that there are plenty of people looking to get Russian manicures in Singapore. Because of the lack of salons offering the service, I started thinking of setting up my business and maybe eventually an academy to teach.
What exactly is a Russian manicure? How is it different from a normal one?
Russian manicures are a type of dry manicure – so we don’t soak nails in water – and they’re usually very long-lasting with a clean look. A main difference with our nail technicians is that we use a special machine for cleaning, which helps the manicure last longer and the cuticle grow nicely without hangnails.
This is why we offer a two-week warranty (for gel polishes), as we are sure that our manicures will look good within this period. There will just be natural nail growth that we can’t stop. Per our statistics, warranty fixes are less than three percent of all our customers. If it exceeds three percent, we always check the cause and provide additional training if it’s due to our nail technicians.
What does a typical work day look like for you at work on Bali Lane?
When I started, my typical day was straightforward. All my customers are by appointment; we don’t have walk-ins, so my daily schedule was a bit more structured and more predictable. The advantage is that I would know exactly what time I start and finish. But it felt a bit mundane after a while. I used to spend most of my day doing nails, scheduling new appointments, some administrative tasks and inventory management.
After the business started to grow and we hired more staff, my responsibilities shifted. Nowadays, I open only a few slots for manicures when I have time. Most of my time is going into daily operational activities like troubleshooting, planning, administration, marketing, hiring and training.
The biggest change is that I have more flexibility in how I schedule my days since I can now do most of my work anywhere with an internet connection. I am still going six or seven days a week to the salon to oversee the work that’s being done, or I work from there. As a business owner, I’m always on standby when the salon is open.
My days vary quite a bit. We are in a transitional phase and the aim is to be able to grow out of it and hire some supporting staff so I can focus on other business activities. The current setup is a good foundation, but it’s still ongoing, and we want to move into the next phase where we can expand the business.
What do you love about being a nail artist and entrepreneur?
As mentioned earlier, I like to work with my hands and do nail art because I enjoy creative work. I also like the social part where I interact with clients and talk about their work or life. A lot of my customer base consists of professionals and we often talk about their work or their interests. It’s always nice to hear something you don’t know much about and learn something new. Some of my customers have become business partners and others I started business collaborations with.
What I like about being an entrepreneur is the freedom that comes with it. Not so much the freedom of deciding what time to start work or when, but more the freedom of making certain business decisions. I like to learn, experiment and implement new things, not only related to nail art but general business skills and ideas. Not all of them will work out well, but regardless, you will always learn something. It’s the feeling of achievement when something does work that keeps me going. I just don’t think you get the room for that when you work for someone else.
Any surprises you’ve found living here or running NS nail studio offering Russian manicures?
Although I had started a business in Kyrgyzstan before, it was my first time setting up a business abroad. It was surprisingly easy to register a company in Singapore. Applying for the necessary licenses was also very convenient and fast.
The biggest challenge for my business is finding the right staff, especially finding the right nail artists. Most people are not familiar with Russian manicures. Even those who come to me who have experience working in the local industry, they will still need additional training and practice to get to the level required.
Where is your home here and how long have you lived there?
My home is in Simei. I’ve stayed there since I came to Singapore back in 2018, so that’s six years now!
Favourite Singapore food and restaurants?
My favourite foods are chicken rice, grilled steak and steamed dumplings. My favourite restaurants are Sa Tae Bak Yakitori and Griglia Open Fire Italian Kitchen.
What are a few things you like to do in Singapore when you’re not working?
If I think about it, I’m actually always working. Even on my off days, I tend to be thinking about what to do with the business. If I really have the time to do nothing, that’s what I do – nothing, just relax and rest.
NS Nail Studio is at 2/F, 14A Bali Lane (appointments must be booked at least a week in advance).
9081 4995 | nsnailstudio.com | IG: @nsnailstudio_sg
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