“A girl on the bike in a light airy dress — looks very romantic” — Interview with Zhanel Azamat

ZHIBEK: Zhanel, welcome to Healthy guests column of project DiningSmart. Why did you choose to open healthy cosmetics store? What is your concept? 
ZHANEL: I was always interested in beauty industry, and beauty care was my second hobby. I continuously watched the last trends in beauty and health field. In 2007 I knew about the new organic lineon facial care from Stella McCartney. We all know about her healthy lifestyle, so I was really attracted by her idea of thorough approach to the creation of new product on the market. Stella can be named as one of the first persons in new movement of harmless cosmetics. I liked everything – stylish packaging and most importantly the product content, the awesome effect of which I saw on my skin. Then I became some kind of advisor on what and how shall be used. After visits to any country I always was asked to bring with me new products which were not seen here, but were very popular abroad. It became something more than a hobby, when popular magazines started inviting me as Beauty editor. However, I, together with Manshuk Kuanysheva, my partner, decided to start own project – Cosmotheca - which has been originally founded by my friend in 2012 in Moscow. Cosmotheca is a conceptual project of niche, ultramodern brands from around the world. Products presented by Cosmotheca is absolutely harmless and does not contain harmful components for the body, and the idea overall is about having value inside.

ZHIBEK: Please tell us about unusual interior design of the store. 
ZHANEL: We are in full compliance of the concept of Moscow Cosmotheca – especially what is related to interior and design. In store we used botanical wallpapers of 18th century which has been created by our founder, here are also tubes made out of reprocessed materials, and many vintage things. Everything corresponds to our style and main idea of beauty store.

ZHIBEK: I would assume that most of your clients are women. Correct? 
ZHANEL: Actually – both women and men are. Many people mistakenly think that if he is a man, he needs one shampoo only. Our clients are also men, who take care of themselves, buy stylish toothbrush, are fond of niche cosmetics and are willing to be different due to their own taste and individualism. Believe me, they also need hand lotion, hair styling crème and many other things. Thus, I cannot definitely say that our clients are women only.

ZHIBEK: Please tell us about your vision of healthy lifestyle and dining. 
ZHANEL: Overall, I support healthy lifestyle. For example, when I lived in the USA, I was surprised how many people do sports. We have similar tendency in Kazakhstan now, we have charity marathons – it is a very pleasant fact. I think that there shall be more of social commercial promoting healthy lifestyle, sport, family importance, especially among young people. Healthy dining – there is more complex situation about it. In Russia, for example, there are markets with products of local farms. Our partners in Moscow closely cooperate with LavkaLavka company which develops the farming and organizes natural products fairs. I am sure we will have our analogue of Bourough Market like in London.

ZHIBEK:Don’t we also already have fairs, markets with fresh vegetables, for example? 
ZHANEL: Yes, certainly, we have, but unfortunately, I am not always sure how those fruits and vegetables were raised and processed. Sometimes I do not know how they were stored, were there real quality checks. So, personally I am not confident in quality of products at markets of our city; that is why new projects of fresh farm products delivery became so popular – people think about what has been in the past and want eating quality products.

ZHIBEK: Today many girls follow harsh diets, even though they are already beauties. What about your personal diet? Do you let yourself eating something delicious after 6 o’clock? 
ZHANEL: Honestly, I have never been on a diet. I guess, I am lucky, I have such a body, plus I am ascetic towards food. This fashion for being skinny model makes girls to be radical, which is usually harmful and not healthy. Everything shall be within the norms. If you do not like doing sports and you don’t have time, try walking a lot, or you can buy a bicycle. A girl on a bike in a light airy dress – it looks very romantic.

ZHIBEK: You lived abroad for quite a while, you must have watched the business development process in other countries, since it is not easy – to start your own. What would be your advice for those who is just thinking about opening own business?
ZHANEL: When one opens a business it is important to analyze your possibilities and consult with professionals, financial analytics and lawyers. And most importantly – do what you like, what you really love. When you love doing your work, everything shall be fine. Do not listen to anyone and do not hesitate. Doubts kill everything. Of course, you will meet some hidden obstacles which you will not be told. But at least you will try, and regardless what was the final result of the business, it was your own experience. Well, everyone thinks for some reason, that it is better somewhere else. Believe me, in States and Europe there are also difficulties, it is even more difficult to open the business, the market is overloaded. I am very glad that many of my friends now open new projects and support local producers. To have our local product – is great! I often want to light up those people, inspire and support.

ZHIBEK: Well, and last question for our interview please. People say, a person shall be beautiful inside, the look is not important. Do you agree?
ZHANEL: I do not fully agree. Certainly, the inner beauty is very important, but no one will look at person’s rich spiritual inner world if that person does not take care of himself. Imagine, if the person has attractive look and very beautiful inside, it will be twice more pleasant. It is like a cake with strawberry! Therefore, it is important to be beautiful in all aspects.

ZHIBEK: It was nice meeting you, Zhanel. Good luck! 
 
Interview led by Zhibek Karamanova. May 2014. www.DiningSmart.com
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