In the fast-paced world of business, there exist individuals whose passion and strategic vision not only steer their companies towards success but also inspire those around them. These leaders, armed with an entrepreneurial spirit and a genuine dedication to their craft, embody the essence of innovation and resilience. Among these remarkable individuals is Tina Ghafurian, Chief Operations Officer of Tips and Toes, a prominent figure in the beauty and wellness industry with over two decades of experience.
Today, Tips and Toes is the Middle East’s largest salon and spa chain, committed to providing unparalleled pampering experiences. Started in 2005, the brand over the years has expanded with many key acquisitions under Omorfia group which currently holds 6 unique beauty and wellness concepts along with 87 locations across the UAE and Saudi. And before the end of the year, they look forward to hitting 100 stores, says the proud founder, Tina Ghafurian.
Tina’s journey from fashion designing to the beauty industry is a testament to her adaptability and thirst for knowledge. From establishing her own fashion house at a young age to seamlessly transitioning into the realm of beauty, her story resonates with a blend of ambition and tenacity.
In an exclusive interview with Business Frontier’s Senior Editor, Megha S Anthony, Tina shares insights into her transformative leadership style and the driving force behind Tips and Toes’ remarkable growth. With a genuine passion for delivering exceptional service and a steadfast commitment to employee empowerment, Tina’s leadership is characterised by a human touch that transcends mere business strategies.
Join us as we delve into Tina Ghafurian’s journey, a narrative fuelled by creativity, compassion, and a relentless pursuit of excellence in the beauty business.
Here’s the excerpt from the interview:
Q. You have come from a fashion designing background to the beauty industry. What inspired this transition and how has it influenced you to manage the current business?
Life is full of surprises. I never thought I would end up in the beauty industry! Before I moved to Dubai in 2001 to complete an MBA at the American University of Dubai I was working in fashion. Whilst studying a friend asked me to do some market research for their distribution company, Creative Nail Design. From there I fell in love with the beauty industry, especially the diversity, best practices and innovation side of it. It is so fast-paced and there is always something new happening, so I found this very exciting.
I eventually became a sales manager in one of the major beauty stores in 2004, where I was approached by a lady who asked me if I could help her open the first branch of nail salons in the region. She had already booked a few retail locations for her concept, and that was it. This for me was a great opportunity and a great challenge. I accepted the offer and Tips & Toes was born right after. After a few months of research and planning, the first Tips & Toes was launched in 2005 in Al Fardan, Sharjah. Today Tips & Toes operates in over 43 salons across the UAE and Saudi and provides unique services to more than 100,000 people.
Q. Tips and Toes has become one of the leading brands under your stewardship. How have you integrated the creative vision that you talk about in the daily operations of the brand?
The beauty industry thrives on innovation, constantly setting new trends. My creativity has shaped every aspect of our business, from our spaces to our staff’s appearance. Unlike traditional nail salons, we prioritize the holistic experience, introducing luxuries like head massages during treatments. This focus on enjoyment, influenced by my upbringing, makes Tips and Toes a pioneer in the industry.
Q. Tips and Toes is known for great customer experience. With over 43 locations, how do you manage consistency among all the stores, keeping in mind the soul of the brand?
I think it is all about continuous learning and development of the employees and maintaining the same level of excellence in service. We are probably one of the giants in the beauty industry committed to development of employees and I am a follower of the leadership school that believes in training and development of personnel. Our company invests a huge amount in training staff. We have a full fledge training academy where we offer more than 20,000 different kinds of trainings. Our 3,500 staff get two to three courses every year. This includes refresher training, creative training, new training and training on how to maintain the same standards. It is all about consistency in our business and a touch which makes you different.
Q. The beauty industry is highly competitive. What makes you stay ahead of the curve?
Innovative services are at the top of the list of several things that help us stay ahead of the curve. We also undertake research that helps us understand our clients and the market. A quarterly survey of customers keeps us in the know of what they want. The company participates in all the beauty exhibitions around the world where members of its research and development department keep abreast of beauty, wellness and spa trends. In a nutshell, if you want to be ahead of the game, you should know your market, understand your clients’ needs, know how the shift is, aim to be different, and listen actively to customers. All this leads to success.
Q. What’s your vision now going forward for the brand as a whole?
Today, we are a different brand. It is not only about Tips and Toes, but a bigger picture, a globalisation of sorts. I take care of the three brands under Omorfia (Tips and Toes, Bedashing Beauty Lounge & Juice Beauty), and we are in the process of acquiring another of our biggest competitors.
My primary goal is to grow each of these entities with their own brand guidelines and their specific DNA. At a corporate level, my aim is to take our holding company to the next level. In the future, we want to launch an innovative product line which would be our own private label for the entire organisation.
More than 100,000 ladies walk into our locations in UAE and Saudi Arabia every month. Today’s vision is about sustainability and eco-friendliness, and we must think about a win-win for everyone. It is also our responsibility to educate our clients about how they can lead better lives and what matters in this world.
Our biggest success has been investing in employee development, and it goes beyond developing their career and skill path. I am a yoga and meditation teacher and like to invest in developing the sense of wellness in staff.
I believe as leaders we can make the world a better place for our future and our kids. One of the best things about our business is that it helps increase confidence among ladies. We help empower customers through the knowledge that we transfer to them.
The purpose of my life is to empower people around me. Besides the corporate objectives that I mentioned earlier, my biggest goal is to empower, nurture and bring authentic beauty into the beauty business, which today is a lot about chemical use and other ingredients harmful for the environment.
Q. It is heartening to know that side of you. What are the trends that you are seeing in the beauty market and what is the need of the hour right now in the market?
The beauty industry is constantly evolving, with new products and trends emerging daily, often propelled by social media and influencers. However, amidst the buzz, authenticity and honesty in brands can be hard to come by. Looking ahead, the focus is shifting towards ecological consciousness, considering the impact on the environment.
Introducing holistic beauty and wellness services is shaping the future of the industry. Recently, I explored skincare products crafted from Icelandic water, renowned for its purity. This emphasis on wellness reflects a broader industry shift away from simply beautifying towards promoting long-term health.
Today, consumers seek more than just superficial transformations; they crave a deeper connection to the brand’s story and values. With a diverse clientele, we aim to introduce culturally impactful services, catering to different market segments. Ultimately, the trend is moving towards brands that prioritize sustainability and give back to the earth—a defining characteristic of a ‘clean’ brand.
Q. What do you see is missing in the industry which leaders like you want to support?
I still see a lot of brands that just look at profits and make false promises. They ignore what is good for humanity and the planet. I believe that the beauty industry, not wellness, lacks investment in the workforce on the floor. The Middle East gets its workforce from so many countries which is why as an industry it’s our responsibility to ensure that employees get the right training beyond just technicalities so that they can lead a well-balanced lifestyle. Ultimately, it’s about being more human-centric, since we have the access and capability to make a difference.
