Ekaterina Miroshnichenko
From master to world champion
Founder and chief technologist of the E.Mi brand, author and developer of technologies “Gold casting”, “Imitation of reptile skin”, “Crackelure effect and ethnic prints”, “Velvet sand and liquid stones”, “Volume vintage”, TEXTONE&Combiture and unique materials for their implementations: “Black Tulip”, “Velvet Sand”, GLOSSEMI, EMPASTA, TEXTONE, PRINCOT; world champion in nail design, two-time European champion, international judge.

The “E.Mi” brand - products for nail design, represented by Ekaterina Miroshnichenko, was created taking into account all the nuances of a nail designer’s work and is of high quality.

“E.Mi” is a line of gel paints and brushes produced in Germany on special order, as well as decorations for nail design and branded accessories for work. Working with E.Mi products is so convenient that you can realize your wildest ideas. Gel paints polymerize in 1 minute, and some paints polymerize in a matter of seconds, which significantly reduces work time.

You can apply the design to all fingers of your hand at once - the special consistency of the gel paint does not allow them to spread, and you will always get the result you want. With E.Mi products it’s easy to be a first-class master!

Trademark E.Mi
History of success

E.Mi is a Russian brand that belongs to the family of nail designer Ekaterina Miroshnichenko. The company is constantly developing a franchise of nail art schools and a line of nail modeling and design products.

Ekaterina Miroshnichenko is a world champion in nail design in the Fantasy category according to the compulsory medical insurance (Paris, 2010), two-time European champion (Athens, Paris, 2009), founder of the author’s School of Nail Design, international judge, author of training programs and manuals on nail design.

Her family members are working on promotion for E.Mi. Father Nikolai is the main investor and is responsible for the strategic development of the company, sister Vera is the executive director. However, Ekaterina is the face of the company and the author of designs, as well as training methods.

I myself have been a client of E.Mi for a long time, and I was glad to see the opening of a new boutique salon. I also managed to chat with Eatherina and interview her about everything in the world regarding nail beauty.

Rather, watch the secrets from Ekaterina Miroshnichenko in my interview below. And if you scroll to the end of the article, you will see a couple of secret trends from the E.Mi company for the fall-winter season 2017-2018.

Ekaterina, tell us a few words about the brand. Not everyone knows that this is a Rostov brand, and that the founder of the brand lives in Rostov. Many people think this is France.

At a minimum, everyone thinks, of course, that we live in Moscow. But no matter how much we tried to move, I still didn’t dare. I understand, of course, that it is right to move the head office and production to the capital, but as practice shows, it doesn’t matter where your head office is if you do the logistics correctly. By the way, now a lot of companies are moving their head offices from Moscow and the Moscow region to the periphery.

Do you have a representative office in different cities?

Almost all of Russia is “closed”. Some regions remained uncovered: Blagoveshchensk, Orel and Barnaul. We are looking for distributors there. We have distributors in the main strong regions of the country.

What countries do you have a representative office in?

We have a representative office in 24 countries. These are mainly European countries, because... We have a second office and production in Prague. Of course, our main production is located in Rostov, because... We live here and it’s easier for us to work with the laboratory here, develop a new product and control it. We send ready-made formulas to Prague and they use these formulas to reproduce similar collections. Naturally, there are more European countries. There are others, such as Korea and South Africa, that are less covered. Although this year South Africa surprised us, they are close to us in mentality, and “made” very good results. We have far-reaching plans, we dream of opening more and more representative offices.

How it all began?

I worked as a regular manicurist for 6 years. I taught from morning to evening and at the same time. And now we are a whole E.Mi family, which sometimes resembles a “sect” in the good sense of the word. We have good fans of the E.Mi brand both in the Russian Federation and the CIS and in Europe.

You come up with all the designs yourself, how does that happen?

I love fashion very much and am obsessed with fashion magazines. Previously, I bought 2 magazines: Vogue and Tatler. I went and bought them every month, cut out sketches and fashion trends from them. Nowadays it’s easier to keep track of the latest fashion houses with mobile apps. I keep track of all the colors that will be fashionable next season. I myself follow fashion trends, because... I love to dress beautifully and smartly. And this transfers to the nails. For me, nails are a woman’s adornment. I don’t wear much jewelry myself; I like my nails to be like accessories. By the way, over the years my designs have become much more modest. I started thinking about women who don't like active nail designs. New collections have appeared for them. Although I love a lot of things about nail design. The E.Mi autumn collection will be released soon for our clients and beauty salons. I developed it for a large number of clients who choose a laconic design.

Do they match pantone colors?

We, of course, build on Panton. But you need to understand that Panton recommends colors more for interior design and tailoring. But you can’t just take and transfer these colors to your nails. For example, last season such a story came out with mustard tset. It looks great as a woman, but on nails it wasn’t very pretty. The same story happened with the color “dusty cedar”. It suits the autumn color type, and here in the south almost everything is winter. There are colors that look ugly on nails. Therefore, we find universal options, but the impetus is the podium. If you look at the latest shows, our collection will be in current colors - Total Gray. Everything is dusty gray. Shades of gray and grey.

Is your sister involved in the development?

She may not be an artist, but she has a gorgeous, subtle sense of taste. She knows exactly by skin tone which nail tone will suit and which will not. There are shades that don't suit anyone. She clearly distinguishes appearance color types and skin tones and knows universal ranges as well as those that will not suit anyone.

Katya, you are a person with great taste, and your salons give recommendations to clients on design?

Of course, the main principle is that the customer is always right. The master can suggest, recommend, but will not insist. Will do as the client asks, because... Women have different souls and different preferences. You need to adapt to them. If a woman cannot choose for herself, then there are special books for them - catalogs and tabletop offers from the master on the table. And while the client is getting a manicure, he can decide on the type of design. There are 3-4 sentences so as not to confuse the client.

The Total Gray collection will be the main one in the fall, in addition to other collections. 10 shades: gray, dusty gray, gray shades. Any color type will find itself there. We will have a lot of gray in our outerwear in the fall. It will be easy for any girl to choose from the Total Gray collection.

How to combine family and career? You already have three children and are expecting a fourth.

After the third child, all other children raise the previous ones. And most importantly, raise older children so that they are assistants to the younger ones. Of course, grandmothers and nannies are important. Not everyone can afford it, but you can’t live without it. All our grandmothers work for us. We don't have a nanny, but we have an assistant who helps a lot.

Thanks to Ekaterina Miroshnichenko for the interview, and also, congratulations on the opening of the E.Mi boutique salon in Rostov-on-Don.

So, I’ll tell you a little secret about what trends await us in manicure in the fall of 2017 from the E.Mi company.

Of course, these are not all new items. Wait for a new article on the blog about trends in manicure for the fall-winter season 2017-2018.

At the end of January, a photograph appeared on South African Yolanda Austen Becker’s Facebook page in which she, in a soft pink tight-fitting dress, hugs the shoulders of two smiling blondes in exactly the same outfits. In the background is a pink logo, matching the dresses, of the E.Mi nail art school. “E.Mi launch went great today!” - shares one of the employees captured in the photo, which has just opened in Cape Town schools.

E.Mi is a Russian brand owned by the family of nail designer Ekaterina Miroshnichenko. Now the company is developing a franchise of nail art schools and a line of nail modeling and design products. Yolanda found out about E.Mi from Facebook. She was so impressed by the colors and technique that she went to a training course from Miroshnichenko in Dubai. Then she went to Rostov-on-Don to become a brand ambassador and open her own school.

“I’ve been working in the nail industry for 17 years,” Yolanda tells The Secret. - I attended trainings in the USA a couple of times, but they cannot be compared with what E.Mi offers. She produces complex, high-quality work—I love that.”

New E.Mi schools open all over the world every year. Now they are in 54 Russian regions and in 17 countries around the world. In addition to Ekaterina Miroshnichenko, members of her family are working on E.Mi. Father Nikolai is the main investor and is responsible for the strategic development of the company. Younger sister Vera is the executive director. But Ekaterina remains the face and main asset of the company; she is the author of all nail models and techniques. E.Mi's turnover is estimated at 350 million rubles a year, of which the school brings in 150 million, and the E.Mi product line brings in 200 million. “The Secret” tells the story of a family nail empire.

The power of manicure

“Please note: when you do something new on your nail, you constantly touch it. A woman gets aesthetic pleasure from this. If you offer her something new every time, believe me, she will not leave you for another master,” tall blonde in heels Ekaterina Miroshnichenko hypnotizes the audience. At the Rostov beauty industry exhibition “Charm”, the section of her school occupies the largest platform. Here, everyone can have one nail modeled and designed on it free of charge. For this reason, a queue lined up to see the E.Mi masters - while one girl is sitting at the counter and waiting for the procedure to end, the rest are watching the process from behind her shoulder. All of them are manicure specialists from different regions who want to learn Catherine’s technique and earn more.

“A manicurist can have the same salary as a deputy,” Ekaterina Miroshnichenko tells Secret. “My students told me that they earn 200,000 - 300,000 rubles a month, easily pay off their mortgages, buy cars and travel a lot.” But this applies only to those craftsmen who rent workplaces and serve their regular clients. Masters working in salons receive less - in E.Mi, for example, from 30,000 to 60,000 rubles.

Although no one has assessed the volume of the Russian nail service market separately, experts say that its potential is enormous - the number of salons per number of residents in Russian cities is several times less than the same figure in Europe and the USA. According to estimates by Vyacheslav Kuts, general director of the Art-Style Group company, there are 14,500 salons operating in Moscow today, that is, there is one salon for every 1,300 residents of the capital and region. In the US, there are 350 people per salon.

Considering that, according to Miroshnichenko, the average manicurist works in her specialty for no longer than five years due to the monotony and harm that this work causes to health, there will always be a need for training new specialists.

Ekaterina and Vera Miroshnichenko

Photo: © Tatyana Smirnova / “Secret of the Firm”

Family business

The Miroshnichenko family is not new to the beauty industry. Lyubov Miroshnichenko, mother of Ekaterina and Vera, has been running her beauty salon in Armavir since 1997, and Nikolai Miroshnichenko has been selling equipment for beauty salons.

At the beginning of the 2000s, Nikolai Miroshnichenko decided to open a nail studio in Rostov so that his daughters who went there to study would have a stable income. In November 2002, Vera registered an individual entrepreneur, and her father rented a 40-meter premises and hired two craftsmen. He immediately decided that he should open a school and a professional materials store at the salon. “Nikolai Ivanovich picked up the idea from a friend of his, who owned a similar business in Krasnodar,” says Vera. “We sent our first teacher to study in Krasnodar with this friend in order to adopt the business model.” The graduated specialist unexpectedly insisted on reading only the theoretical part at school, without practice. Then Vera had to go to Krasnodar herself for courses.

In December 2002, the “Nail Fashion Center” - that was the name of the Miroshnichenko family company at that time - began working. The salon was located in a residential area of ​​Rostov-on-Don, in Khalturinsky Lane. Traffic was low, and the first craftsmen worked for no more than three months. Although the salon only had two customers a week, they still had to be served. Vera started skipping classes and sat down at the manicure table. The number of clients gradually grew, regular visitors began to bring their friends with them - and Vera decided to involve her younger sister in the work: “At that time, Katya was studying at a pedagogical institute with a degree in decorative and applied arts.” We sometimes called her to draw something interesting for us or our clients, but she didn’t work all the time. When the number of clients grew so much that I couldn’t cope on my own, I asked Katya to learn how to do nail extensions and sit with me at the next table.”

Starting next year, the Miroshnichenko sisters began participating in Russian industrial exhibitions, where they talked about the school and services. In the very first year, their small stand was noticed by masters from Stavropol and asked Ekaterina to hold a master class in their city.

First students

In 2002, manicure and pedicure courses in Rostov offered two training options: either a week or three months. “Nail Design Center” chose the golden mean - the program was designed for a month. Moreover, modeling classes were held on weekdays, and nail design classes on weekends. “As a result, specialists with a wide range of profiles emerged. Design courses in Russia at that time were mostly primitive - they drew with sticks and needles. Katya, like an artist, painted with brushes, and at our school everything was a level higher,” continues Vera.

Miroshnichenko recruited the first group in the first month of work - there were only three students in it. In the next year there were already five students, and then - seven. The school began to gradually acquire students from nearby regions. Some masters came even from Tyumen and Vladivostok. Today classes at the Rostov school are held every day, including weekends, with ten people in each group. A nail modeling course in 2003 cost about 6,000 rubles. Now a similar program will cost 18,000 rubles, and a classic manicure - 13,000.

According to the Russian Perfumery and Cosmetics Association, today there are about ten large manicure schools in Russia, including Ole House (CND training center), Alex Beauty Concept, CNI (Nail Industry Center), E.Mi, Victory and a huge number of small training centers. Online schools have been gaining popularity lately.

Franchise development

In 2007, Ekaterina Miroshnichenko wrote and published her first manual on nail design, “Nail Design. Artistic painting. Basic course”, followed by several more books. For educational literature, they came up with the brand “Ekaterina Miroshnichenko’s Author’s School of Design.”

Thanks to the books, the sisters got their first franchisees. “Masters from Pyatigorsk and Irkutsk read my books and asked how to get permission to open our school in their cities. We didn’t have school branding, so we didn’t sell franchises, but trained instructors and gave them the right to teach in our program,” recalls Ekaterina. Training and the right to be considered an official instructor of the company in 2008 cost 30,000 rubles.

A year after the release of the first book, Ekaterina went to an international competition in Italy, where she met a local Russian woman. She asked Catherine to conduct a course for Italian specialists. Soon after this, Russians from Germany and other European countries began asking her for lectures.

The brand's popularity abroad grew. The first schools appeared in Germany and Cyprus. “Russian schools are the strongest in nail service. In Europe and the USA they don’t know how to do nail extensions. And Russian-speaking girls there want beautiful nails, they want to bring beauty to the masses,” Vera is sure. Ekaterina agrees with her: “The mentality of a Russian woman is fundamentally different from the European mentality. Our woman will not go to the store without makeup.”

Gradually, foreign women began to get involved in the project of Rostov manicurists. Since 2011, manicure specialists from different countries regularly come to courses: some studied in English, others take a translator with them. “Those who want to promote us in their homeland are those who saw what we do and fell in love with E.Mi, with our techniques, they are fans,” says Ekaterina. One such fan is Marlies Kalliker from Switzerland. Two years ago she met Ekaterina at an exhibition in Munich, after which she opened a school E.Mi in my homeland. “Ekaterina has very high-quality materials and interesting ideas. After launching E.Mi, my company’s income increased significantly - this school in Switzerland has many clients,” admits Kalliker. There are also E.Mi schools owned by non-Russian speaking masters in Israel, Romania, Latvia, Lithuania, Korea and South Africa.

Miroshnichenko try to support their fans. So, this year they provided preferential conditions to brand representatives in Donetsk. “Their school was blown up, but they want to open a new one, despite not very favorable conditions for business development. We understand that fulfilling our plans is not the main thing now, but the main thing is to survive,” says Vera.

In 2011, Miroshnichenko first released their line of material for nail design. This sharply increased the number of requests to open schools under the E.Mi brand - 10–20 proposals were received per year. “As a result, we redid the contract and finally launched a franchise instead of official instructors,” recalls Vera. Depending on the region, the annual payment for the right to use the brand ranges from 40,000 to 100,000 rubles, and instructor training costs another 120,000 - 130,000 rubles. All schools under the Miroshnichenko brand undertake to sell E.Mi products. “Every professional product has its own technology that needs to be taught. When you train craftsmen to work on your product, you get a loyal client - a specialist who will always buy from you,” Anna Dycheva-Smirnova, member of the board of the Russian Perfume and Cosmetic Association, explains the principle of such a business model.

Launch of production

By 2010, the company’s total monthly turnover reached 4.5 million rubles. The salon brought in the main money - about 2 million a month. School - from 500,000 to a million depending on the season. Another 1.5 million rubles in the turnover of Miroshnichenko’s company came from the sale of professional materials of various brands.

The sisters started thinking about their production when they realized that regional schools could not guarantee quality - all the craftsmen used different products. “We ourselves taught on the mark of my father’s friend, but we could not impose it on other masters. And a lot depends on the material,” explains Vera. - My husband and Katya visited several European exhibitions and eventually settled on a German factory. There we ordered our first gel paints.”

Nikolai Miroshnichenko was against this idea. Firstly, he did not understand how to organize production, and secondly, he did not want to quarrel with a friend whose materials were selling well at his daughters’ school. “He was upset, of course, but still understood that he had a daughter whose talent could either be buried in the ground or developed. He chose the second,” Vera states. The Miroshnichenko family is in awe of Ekaterina’s abilities: “Katya has it all, but we just run after her and help, organize so that her gift is not just like that.”

For the first time, Miroshnichenko's original gel paints for nail design were presented in 2011 at the Intercharm exhibition in Moscow. Since then, the sisters have tried to create new products every year. “Everyone was producing colored gels back then, and we came up with the idea of ​​calling this material gel paints and pouring it into tubes. There we became the pioneers of gel paints,” Ekaterina shares her marketing ploy. - Then I came up with a technology "velvet sand", which uses a secret material that has not been used before in manicure. It gives a sandy effect on the nails.”

New strategy

When the number of masters in the salon exceeded 18 people, and classes at the school began to be held every day, the Miroshnichenkos decided to move out of the rented area and build their own four-story building. The location for construction was chosen next to the previous one - despite the low traffic, the salon and school have already made a name for themselves: Rostov fashionistas are accustomed to coming to a certain address.

“You sometimes walk through a grocery store and accidentally hear two girls talking: “Oh, what kind of nails do you have, did you get them done at Khalturinsky?” That’s what everyone called us - “Nails on Khalturinsky,” recalls Vera. They did not invest money in advertising Miroshnichenko, word of mouth worked.

Only once they decided to conduct an experiment and showed a commercial with different nail models on a local channel. There was no flow of clients after that, but the next day, at the opening of the salon, a woman in furs with sparkling eyes stood at the entrance: “I didn’t sleep all night, got up at seven in the morning and came to check whether such a salon existed in Rostov or not.” An enthusiastic client left Vera a tip of 1,000 rubles, and the next week she brought her friends. “At first we served only our local area. There are many elite houses here, where people of average and slightly above average income live,” says Vera. “And after the advertisement, five new clients came to us, but from other parts of the city, they brought their friends with them.”

Despite rapid growth, by early 2014 the company was still not profitable. Miroshnichenko decided to turn to consulting for help. As a result of marketing research, it turned out that brands that copied the company’s products and sold them cheaper made more money from the popularity of Ekaterina Miroshnichenko: “We developed the market, offered new products, but were not actively involved in sales. Schools functioned as factories producing craftsmen who ended up working on someone else’s material.” Ekaterina Miroshnichenko had about 90 000 subscribers on Instagram and almost 60 000 on YouTube, and the company's market share was no more than 5%.

E.Mi decided to change strategy and focus on distribution instead of developing schools and stores. One of the key mistakes was that professional cosmetics for nail design were sold in retail, when it was necessary to promote the brand in beauty salons. At the beginning of 2014, three managers were involved in sales in the company, and six months later there were already 12 of them. Turnover began to grow. The new strategy began to be released to partners in the regions - those who could not cope with sales plans began to be replaced.

As a result, the number of Rostov salons using E.Mi materials in their work increased from 200 to 900 in 2014 (there are 1,500 salons in the city in total). But it was not difficult, the real challenge was to increase sales in big cities. “To get into all Moscow salons, you will need a staff of 40 people. Our representative in the capital currently has about ten managers working on distribution development. The same applies to other large regions - Novosibirsk, Krasnoyarsk, Kemerovo, Samara, St. Petersburg, Alma-Ata, Kyiv and Minsk. If we take all the regions, the percentage of presence in our outlets is on average 10%,” says Vera Miroshnichenko.

As an example of a company with a successful business model, she cites CND, whose Shellac varnishes are in every salon. According to her estimates, the share of this company in the Russian gel polish market is about 35%. Chinese inexpensive brand Bluesky holds another 20%. E.Mi accounts for 10–15% of the market.

The results of the new brand strategy are already visible. The first quarter of 2015 was unprofitable for the company, while the second and third quarters had a margin of 7–10%. In the last quarter of the year - 20%.

However, school is not a priority for the Miroshnichenko family. The main task for the company today is to build distribution of products in Russia, the CIS countries and Europe. Of the company's 160 employees, 90 people work on developing the E.Mi brand of professional manicure materials. The plan for this year is to sell your materials in 80% of Russian salons. One of the tools to achieve the goal is the start of sales of E.Mi beauty salon franchises.

High fashion is a real art. It fascinates, inspires experimentation and makes us look forward to the new season, which always surprises and presents surprises.

E.Mi ready-made solutions are haute couture nail design.

What is E.Mi-manicure

If you follow the latest trends in the fashion world, you should pay attention to E.Mi manicure. E.Mi manicure is performed using materials from the E.Mi brand of the same name according to the sketches and technologies of nail couturier Ekaterina Miroshnichenko.

A new popular service for creating a fashionable decorative coating for nails conquers leading beauty salons in Moscow, Paris, Milan, Dubai, Seoul and thousands of salons in other cities around the world. E.Mi manicure is updated along with changing fashion. Inspired by world fashion trends, nail couturier Ekaterina Miroshnichenko produces more than twelve E.Mi manicure collections a year. Each collection emphasizes a certain style of clothing, enhances the impression, complements and completes the image. The collections are presented in authorized beauty salons, marked with the geotag E.Mi-manicure, in two forms: in a nail menu with ready-made solutions that can be reproduced for all nails at once, and in a booklet with set options for each nail. The nail menu and the set of options in the booklet are updated in beauty salons every month, so when you come to your nail artist for a manicure, you can always try something new.
E.Mi-manicure is stylish and status-worthy. Fashionistas who love innovation and followers of the classics all over the world have already appreciated the benefits of E.Mi manicure: now it has become much easier to complete your unique look with a perfectly matching decorative nail coating. All you have to do is come to our salons and choose a ready-made solution from the nail menu that is harmonious in all respects. Or create your own collectible nail look by “trying on” a separate option from the booklet for each nail. In any case, you can find something that suits you and you will be satisfied.

FASHION TEXTURES. GLAM ROCK

Lovers of heavy music, gothic and rock images - rejoice! On your nails you can realize any fantasy in aggressive black or daring red tones. And do this in full, trying on matte and glossy textures in the form of quilted leather with metal decor: straps and rivets.

KNITTED MANICURE

Autumn and winter are simply created to replenish your nail wardrobe with “Knitted manicure”. The new collection of E.Mi manicures with a cozy combination of matte finishes and glossy patterns, like on traditional sweaters, promise to warm the soul even on the chilliest day.

VELVET NAILS

During the cold season, fashionistas dress in cozy knitted sweaters and dresses. It's time to warm up your nails with a knitted E.Mi manicure made using the Velvet Sand technique. Powdery shades will highlight the delicate tone of the face and will suit any color scheme of your wardrobe.

TEXTONE MANICURE

This season, on the catwalks, there really is a lot of holographic shine, outfits completely embroidered with sequins, and metallic details. Total metal look - one of the world trends is presented in the E.Mi collection - TEXTONE manicure with a monochrome metallic coating.

PRINCOT MANICURE

Prints are always in trend: Gzhel, Zhostovo painting, check and friend. The E.Mi-manicure PRINCOT collection is created using a unique material - films with a colorful layer, thanks to which you can quickly print a complex design on your nails or reproduce your favorite pattern from your wardrobe.

PERFECT CASTING IN DETAILS

Dazzling restraint and everyday luxury are welcomed in the fall-winter fashion collections. E.Mi manicure in pastel shades with exquisite metal details using the “Perfect Casting” technique will embody high style for going out and emphasize the strictness of the office dress code.

GLOSSEMI MIRROR MANICURE

The collections of fashion houses sparkle and shimmer with completely different types of shine: patent leather, an abundance of sequins, a steely shine. Gloss, mirror, metal are also present in the E.Mi-GLOSSEMI manicure collection in the form of laconic metal patterns, details or a full mirror coating.

In the new season, the catwalks are full of theatrical images in retro style, which year after year wins the hearts of both fashionistas and famous couturiers. The vintage E.Mi-manicure collection reflects this trend and suggests wearing voluminous brooches on your nails - decoupage paintings in a frame made using the Baguette Modeling technology.

FEMININE GUIPURE

Romantic and sensual models with the charm of heroines of the Victorian era are decorating the catwalks in the new season. These images served as inspiration for the E.Mi manicure collection with lace patterns on a translucent background. The lace print transferred to the nails looks seductive in combination with smooth and textured, glossy and velvet coatings.

Every year, nail service undergoes qualitative changes. Talented craftsmen are coming up with new ways of application and design. Not the last place in this matter is occupied by Ekaterina Miroshnichenko. It is about her and her contribution to the development of decorative cosmetology that will be discussed further.

Ekaterina Miroshnichenko: biography

Ekaterina is a master of manicure service. Who would have thought that this southern girl would so seriously change people’s views on how to cover their nails.

Ekaterina Miroshnichenko lives in the city of Rostov-on-Don. It was there that she began to implement her very first ideas. Born into a simple family on March 1, 1982. In 2000, she graduated from city school No. 8. Then, until 2005, Miroshnichenko studied at the Pedagogical Institute. At the same time, the girl became interested in manicure. In 2003, she completed training at the Nail Fashion Center. Katya is married to Alexey Krivorotov, who was born on June 25, 1982.

Ekaterina Miroshnichenko founded her studio schools in many cities of our large country. In recent years it has been very difficult to get to the master. She mainly teaches and talks about technologies for creating a particular design. Ekaterina Miroshnichenko regularly conducts seminars. After listening to the course, students are given a corresponding certificate.

The author of the latest technologies is a judge of the international category for manicure design. Also, in 2009, Ekaterina became a two-time European champion, and 2010 brought the girl the title of world champion in nail design.

New technologies and more

Ekaterina Miroshnichenko created a brand called “E.Mi”. It was invented based on her name. Currently, many E.Mi schools operate. Also, anyone can purchase products of this brand.

Among the invented technologies one can single out “gold casting”. The paint application technique was developed in 2008. and the so-called imitation of reptile skin was first tested by her in 2010. At the same time, Ekaterina comes up with the “craquelure effect.” It is impossible not to mention ethnic prints.

Technology and “velvet sand” brought the girl even greater popularity. Now almost every master uses these techniques. They were produced in 2012. One of Ekaterina’s latest works was the “voluminous vintage” of 2013. Currently, the author continues to develop new technologies and create original ideas.