Dima Klaus – Founder of Éclat Nails

Dima Klaus – Founder of Éclat Nails
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When it comes to perfect nails, you have to hand it to Dima Klaus.

Dima Klaus is the founder of Éclat Nails, the brand taking nails and nail accessories to new heights. But what inspired the former model to set up her own nail business and what differentiates her brand from the rest in this highly competitive market?


Please introduce yourself to our readers:
I am Dima Klaus, founder of Éclat Nails and Five25.
Éclat Nails is basically a premium brand for cutting-edge, stylish finger nails and nail accessories. I wanted to bring an easy solution to good-looking nails for busy women, moms and students. I started researching and figured out that there is a real gap in the market for good quality nails that didn’t damage the original nails. And so, I created Éclat Nails in 2017 and it’s been amazing. FIVE25 is a model and talent management company that brings in regional and international models and actors for clients across the region. I used to be a model myself and thoroughly enjoyed working with many brands.

Tell us briefly about your journey so far.
The brand Éclat Nails has been received very well and it’s very motivating. However, the process of creating anything is never easy. If you are really sure and confident about your vision, then you keep going and this is exactly my story! Every step takes time and often things that seem small, are the most important in deciding what your brand is going to end up looking like. Throughout, I have mentioned my importance on quality and safety. We have given a lot of attention to creating something that is different and healthier on natural nails. I knew I did not want the use of glue and harmful chemicals so researching on those factors was crucial for me and required a lot of time and patience.

What is the idea behind Éclat Nails and how did you come up with it?
Éclat Nails is a premium brand for stylish press-on finger nails and nail accessories. I like stylish finger nails and I love to see women taking care of themselves. However, some just never find the time to spend in nail studios. As for me, I don’t like to sit down for too long! So, at some point I began to look into artificial finger nails and different ways of applying them. I thought there was a real niche if you had the right product; one that’s easy to apply and remove and doesn’t damage the original nails with glue. With our press-on nails you get amazing nails within minutes at an affordable price. I think for a lot of women it’s the perfect solution.

What makes your product different and unique?
The brand was born out of years of experience in the fashion industry and we pride ourselves on the edgy and classic designs. What’s unique is that our press-on nails are the perfect thickness but also flexible, so they look natural and are comfortable to wear. Moreover, they are both easy to use and remove and they don’t damage the natural nails with the use of glue. Together with that focus on quality, I think this is what differentiates Éclat Nails.

How big is the range and how can women select the best nails for them?
We currently have 6 designs and we are in the process of constantly adding new colours and designs to satisfy the demands of our diverse audience.
The selection of nails differs for each woman and it is of course an individual choice depending on a finger shape and nail size. What’s great about Éclat press-on nails is that you can file and shape them the way you want so women can chose what they like and then have fun changing the style and shape every other week or so!

Where do you get your inspiration for your new designs?
We are expanding the range slowly to include more colours and designs. We spend a lot of time researching, coming up with colours and designs before we create a sample. One of the factors that I mentioned before is that our nails look natural and we want this to remain constant. Coming from my experience working in fashion and various fashion brands for a long time, I think a lot about colours and trending styles. We go for colours that can fit everyone, from casual and simple to fancier and bolder. As of now this is what we focus on, but there is more to come as we expand!

How often do you launch new designs?
We started last year and we have seen a great response. We launched with 6 styles and we are waiting to bring new colours soon. There are two more new products coming in February 2018. We are constantly working to expand the product portfolio and this will be the first two new products. I can’t wait to see how people will respond to it!

Which are your personal favourites?
Personally, for me, I like the simple, classic, oval style. It makes for a feminine, dainty look and I love how it accentuates my fingers. But this is one of the aspects we were also looking to achieve with Éclat Nails. You can press these on and you can shape them as you like for that particular season.

Are you planning to open a store, or will it always be an online concept?
Yes, opening our own store is definitely on the agenda. We are not just focused on e-commerce platforms but in the planning to have the brand available in top salons and well-known outlets in the region.

What was the biggest obstacle in establishing your brand and how did you overcome it?
The biggest obstacle was being able to bring alive the idea I had in mind, in terms of quality and how the nails needed to look natural. It did take me three and a half years to get things out properly, the way I envisioned it to be. The whole idea behind this concept is to create a press-on nail product without damaging the original nail with the conventional usage of glue etc. I spent a lot of time finding the right material, testing everything for myself before actually bringing it out. This is another thing, patience. Not many people realize that starting a brand requires a lot of dedication and patience. You don’t give up, no matter how long it takes.

What are your biggest achievements to date?
My biggest achievement is establishing the brand and getting such a great response from our customers. I am also very glad about the positive feedback and support from the media.
What are your future plans for your business?
There is nothing better for a woman than hearing that she is able to bring about a difference in the lives of fellow working women, moms and ambitious ladies! I hope to turn Éclat Nails into an international brand that’s recognized for its class, style and quality. We also want to expand and bring more products into the portfolio.

What are the challenges of being a female founder and entrepreneur in this region?
The role of women has changed in the region. Looking around, we find female entrepreneurs everywhere. The region has made it easier for women to do things, to start working on their goals and really create something for themselves. Challenges of starting a brand are everywhere, in any country and for anyone. It’s not about being a woman and having to face specific challenges. I feel very glad that being a woman, I am able to create something for women. It definitely makes it easier for me to stand in my customers’ shoes, and really understand their needs.

According to you, what three skills do you need to be a successful business woman?
A woman has many roles to play in her life, and in her day to day. I am a mom too, so I understand the task of managing time, being there for your baby, family and still finding time to do the things you love.
Ambition is very important. You must be willing to work at odd times. You will have doubts, but ambition is what will keep you going. Sometimes, you need to constantly remind yourself about your goals but that’s okay. This will show your level of persistence and determination. As long as you keep going, keep working, even if it’s not the same level of productivity every day, it’s okay. Keep going, remember you are a priority and your vision is yours.

What is the most important piece of advice you can give to all female founders and female entrepreneurs out there?
Believe in your idea/concept/product and this will never allow you to give up, no matter how many difficulties you face. I encourage women to be the unstoppable in their pursuit of goals and be clear on your goals.

What advice would you give to women about their nails?
A small touch can add a lot to your look and style. I always advise women to take care of themselves, put in a little bit more effort with rubbing some oil on their cuticles, a nice hand cream before bed time and spending some time to look good before an event, an important gathering and festivities. Éclat Nails take almost no time and can be applied the night before your event/occasion and will last for almost 7 days!

Your message for us at CP magazine.
Thank you for the interview!
I love how there is always something to inspire women, a story that we can relate to. Keep up the good work. Kudos for the all creativity! Have a great year ahead everyone!


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