A Ukrainian woman in businesses: Julia Zvarich on beauty and war

Author: Daria Burii

Who are the bravest people in business? For me, those people are women, especially Ukrainian women. This is an interview with Ukrainian business woman Julia Zvarich, who by her own example shows how strong and successful women in business can be, despite the many challenges they face. 

Julia Zvarich is the founder and owner of JZ NAILS GROUP, an international brand and training centre for manicure masters, and is also an international teacher with more than 13 years of experience. She has gone through all stages of business-related and personal development, with 20 years of experience. Now, there are more than 100 instructors and more than 20,000 students who are taught by Julia worldwide. During the war, she opened a business in Europe, revived a business in Ukraine and continues to develop business in two countries. Julia is also an interviewer and writer, and, most importantly, a proud mother of three children

During our discussion, Julia shared her experience about starting a business, gender equality, running a business during war and its relocation, as well as her motivation to keep doing what she loves.

What inspired you to create your own business and how did it happen?

In my case, my hobby started to bring me a good income. What better than a favourite thing that inspires and gives financial reward and results?

What are some of the major challenges you have faced in running a business as a woman, and how did you overcome them?

It is important to understand that even with the development of our society, women still face problems of gender inequality. It was more difficult to work through this problem in the past and to find in yourself the confirmation that you are moving in the right direction. The first challenge is, of course, building a team where you are the head of everything, and which includes men. Over time, I learned to solve such problems, so that at the interview stage I could detect any destructive note of disrespect. It was difficult for me to shed the softness of my character and to build an “iron rod”.

Is there discrimination in the beauty industry, and have you ever encountered it?

The beauty industry is probably the only field where there will never be discrimination. Mostly, it is because women are the main players here. Everything in this field is for women: even if the businesses are run by men, they know that their target audience is women. And we, in turn, respect and support men who come into this business. Men in the beauty industry are the indicators of admiration of a woman, her beauty, the desire to create opportunities for comfort and beauty in any of its manifestations.

How do you manage to maintain your work-life balance, especially as a mother and wife?

Of course, the balance for any business owner is a myth. But the difference is that it is more difficult for women, due to the social stereotypes that women’s responsibilities are cleaning, cooking dinner, raising children, organising leisure time, etc.

My husband and I try to be a team. He is a wonderful father who (when I am not around) covers the practical and emotional needs of our three children. My advantage was that I allowed myself to accept help: babysitters, mothers, domestic workers, cleaning, etc. And I became happy, at least from the fact that when I came home I just hugged and listened to my children, instead of raking up household chores and lashing out at them.

Remember, there is no shame in asking for help. It is more difficult to deal with pride later. And also, you owe nothing to anyone, and that includes conforming to social expectations. So, if I work and earn money, the first thing I am is an example. This is because, first of all, a mother and a woman is a good manager. And a good manager can not only organise everything, but also pay salaries. Therefore, balance in the family should not be found, but organised.

Of course, there are times when I set aside special days to relax or travel with my husband. But sometimes, even coffee time in a restaurant is the best rest. But during the war, I still can’t return to it, I just don’t have such a right yet, because I have to restore business. Like every Ukrainian, I need a lot of strength now. Today, the most important issue is the problem of having rest. But I’m working on it.

What skills or qualities do you consider the most important for successful business management?

Resistance to stress (laughs), especially for a woman. The ability not to betray one’s principles. Respect for your team. To be flexible, especially now with rapid development and crisis at the same time. And also the constant development of your personality.

How did the full-scale invasion against Ukraine affect your business? Was it relocated?

I will say honestly that it is difficult for me to answer such a question, which seems to be a familiar one for us. When the full-scale war started, I was in Kyiv, and my children were in Mykolaiv. This day gave birth to fear, a fear when you are not near them and you can neither protect them nor hug them.

Because of the war, I had to move the production from Mykolaiv to Kyiv. It was a time when there were significant shortages of fuel, and I had only one warehouse employee left. At that time, I was managing everything from a long distance, because I had to evacuate the children to Poland. This is how my own transformation and the transformation of my business, which I did not ask for, began. During these two years, I resumed production, we confirmed the European GMP certification, and we continue to enter the European market. I have a new team, but it is still difficult to delegate some points. So far, the desired increase has not happened yet. But, for today, the main thing is to save, restore and put everything back on track. Also it is important to save and gradually calculate the strengths of your business and to help the Armed Forces, thus to be an example of a company that has recovered and works in a country in which there is a war.

How do you see the future of your business and what are your goals?

We stopped thinking about the future on 24 February, 2022. For me today, the future of my business is “Do better tomorrow than you have done today.” And the goals became more short-term, but more clear. The main task for me is to keep going!

I know you have a show dedicated to women, tell us more about it, please.

After a year of the full-scale war, I started writing poems, and now I am working on my book. That’s where my balance is. I allowed myself to hear myself, and not reject the rhymes that were formed in my head earlier. Moreover, I did not think about who would watch nor who would read what I was doing. I did it for myself, but I got tremendous feedback from women.

Yes, sure! My environment is women, girls. When I constantly communicate with them, listen to their stories of the journey, I always support them. But at some point, I realised that many of them need help, support, and motivation. As a result, I started talking and writing about it. To what extent each of them has the right to be “strong … weak”. I started hosting a show on YouTube called Get Up and Go, where I show the stories of strong women in the beauty industry. So that everyone who watches the episode finds answers to the questions “Is it worth it?”, “And if I can’t?” , “And what will people say?”

How do you stay motivated and not burn out while living actively?

The main thing is to understand that burnout is not fatigue. Burnout is the accumulation of stress. Therefore, it is necessary to deal with it. Accepting that I can experience stress and not pretending that everything is fine has helped me. Sometimes allowing yourself weakness is also an indicator of your strength. Therefore, to deal with burnout, you need to get out of stress and not accumulate it in yourself. Regarding motivation: for me, my motivation is my results and the results of my team. These results provide opportunities, and opportunities, in turn, provide a new level of development. Therefore, you need to appreciate every action. Never say: “I haven’t done a lot yet, it isn’t worth recognition”, because this is self-deception and a decision to be insignificant in your business. And this is a complete lie. Do what you are good at, build on your strengths, and embrace your results as accomplishments. Then you will hear from yourself “Yes, I was able to do it!”

Could you give some advice to girls who also want to open their own business?

1. Don’t think, but do. In business, it is not the smartest who wins, but the most dexterous.
2. Use your mistakes: they are the best experience to “make the detail perfect”.
3. Don’t think it takes a lot of money, it takes a lot of action.
4. Always invest in your knowledge. Meanings, goals, direction, businesses can be lost. But not you! You are the master algorithm of what you create.

And one last additional question: What is your biggest dream?

Victory of course. And that my children will soon be able to say “Mom, it’s me. I’M HOME!”.

As a Young European Ambassador, ​​I really want others to know more about women such as Julia Zvarich. I want girls to be inspired by their example and not be afraid to create their own selves and develop themselves as individuals. I first met Julia in 2018. Since that moment, she became for me an example of a strong woman who knows how to achieve results, who loves what she does and motivates others never to give up and to believe in themselves. Her story is fascinating, as are her thoughts, advice and instructions. I hope she will be an example for everyone who reads this interview to the end.

One of Julia Zvarich’s poems that she would like to share with the audience:

Так важко очі не сльозити,
Не лаяти себе і не корити,
За всі помилки й не поставлені крапки.
Так важко кожень день радіти,
Мізерним посмішкам в житті.
Так важко розпізнати правду
В обіцянках і натяках близьких.
Так доторкнутись щиро важко
До вже химерних, і зовсім не казкових мрій.
Вкрай важко їх згадати,
У памʼяті знайти саму себе.
Так важко про себе написати
Листи досягнень і відваги,
Які долаєш кожен день.
Так відвертаючи увагу,
закрившись від чужих опон.
Згадаєш з часом, не одразу
Як «просто» бути жінкою,
Тим образом чужих ікон.