Elena Berezina Irkutsk Biography

Favorite work motivates the desire to learn more about it, and this is the essence of development. It is difficult to disagree with this, knowing the history of the company. But Elena considers the main bonus of her business to share interesting, useful and beautiful with other people, to give them tools to transform the space of life. The company S-Classic began as a furniture salon, and now there are more than a dozen directions in it: from plumbing and furniture to carpets and dishes.

What was this path? We have already passed three stages of the formation of our company. In the beginning, the stores were opened, which were focused on the retail sale of Italian furniture and plumbing. Then, 20 years ago, the combination of “Interior Design” in our country was not as popular as today. Then, when interest in this area as a comprehensive process increased, we began to expand our assortment, create beautiful and stylish specialized salons, equipped exhibition exhibitions of famous European brands, worked out a system of logistics, service and staff training.

It has become easier for our customers to decide on the choice when convenient and understandable show rooms appeared. And the fact that all our salons are located nearby, on the same street, and there is everything in the assortment - from the main to the smallest detail - for equipment at home, made cooperation with us even more convenient. Now our salons are not only a beautiful exhibition.

They have a huge package of tools, samples, details, fabrics that helps people engaged in interior design. We are happy to share our experience, cooperate with architects and designers to create interesting projects. We have long dreamed of doing this themselves, so now they organized the work of their design bureau within the company. By education - an economist.

He is engaged in design from a year.

Participates in the creation of interiors as a project manager, stylist and decorator. He gives lectures on the topic of interior trends and styles. Conducts copyright courses on the psychology of working with the client, self -improvement. He is fond of photography and video editing. Married, two children. How did the economic crisis affect your company? The economic situation of recent years has affected many.

We are saved by the fact that we work simultaneously both in the average price segment and in the premium. In addition, this is not the first crisis for us, we know well that crises come and leave. The Patriarch of Moscow Cyril said well: “A crisis is not only a curse, but also a blessing. He makes a lot to rethink, think. A crisis can help people develop a correct attitude to work.

” We try to work even more and even more effective in order to build our well -being. From day to day we improve all spheres of our activity. In this difficult period, our partners also helped us a lot, who provided special conditions, discounts. We tried to reduce all possible expenses in order to maximize the prices. Yes, now we have to work on minimal margins, but the turnover and movement in all directions is important for us.

Speaking of movement. You gave an interview to our publication four years ago. What happened in your business during this time? We opened two new interior salons. One of them is the monobrand of the Italian upholstered furniture Natuzzi, which works on the principle of franchising. And the second-Dolce Vita-2, with the help of which we expanded the range of Italian kitchens and presented to Irkutsk the famous Scavolini brand.

This salon turned out to be one of the most beautiful and elegant among the nine show rooms of the S-Classic network. We allocated handmade carriers studio in a separate direction. Organized the work of the design bureau. How does the attitude of customers to housing design in recent years change? Consumer choice is expanding, selectivity is growing. People began to better navigate in interior styles, brands.

At a greater price, it was real, genuine quality, originality and good, thoughtful projects. What is the activity of your design bureaus? Our task is to use our experience and taste in creating competent and stylish interiors. We coordinate the work of all services, all specialists - designers, designers, plumbers, electricians, technologists for sewing curtains, furniture collectors and many others.

Another important task is to help customers calculate and correctly distribute the budget, give an accurate understanding of all costs already at the design stage. Our assortment is huge and allows us to offer a variety of options for solving space both in design and in price. We know well what is possible and what you cannot save on, and always find the optimal solution.

You can’t design what the client does not have enough money for, otherwise the project later will have to be thrown away. Today, the company is nine salons, with a total area of ​​exhibitions over 10 thousand square meters, covering all directions from furniture to plumbing, from flooring to accessories. The company cooperates with more than European manufacturers.According to numerous foreign partners of the company, S-Classic is a platform for making the best interior decisions in our country.

What are you guided by when choosing employees to work in your company? The main criterion is burning eyes and logical thinking. It is important for us that a person is interested in our business, and he is responsible. We teach everything else, we also try to educate, develop the taste, but the main task for us is to teach people to work honestly and try to truly, from the heart to help customers who trust us with their home.

We know that you conduct trainings not only on professional topics, but also give self -improvement and success skills. Can you share them with readers? As part of one interview, it is difficult to convey the content of a six -day training. But, regarding success, my rules are as follows: - The main thing is to do your favorite thing, so it is important to find yourself. Favorite work motivates the desire to learn more about it, and knowledge and skills are the essence of development; - Success is built on hard work.

It doesn’t matter where you build it - in the kitchen or in the office. Lucking is an ephemeral concept, and you should not hope for it. Most people who earn decent money earn their work and work much more than 40 hours a week. Today, the speed of life is so high that without hard work and will, even a very talented and intelligent person is very difficult to achieve results; - It is necessary to cultivate positive thinking.

Anyone who whines and complains, criticizes and condemns others, does not achieve anything in this life. You cannot spend energy on negative thoughts, non -constructive conversations. From each failure and problems you need to be able to take valuable lessons and treat them as a gift. All energy needs to be spent on ideas, actions, on achievements. A positive attitude can be sought everywhere and in everything.

Personally, traveling, books, films, hobbies, communication with good people, family, children help me; - And, of course, you need not only to dream, but to act. Every day it is necessary to take specific steps in the direction of your goal and not be afraid of difficulties. What book would you advise? One of the last ones that sunk into my soul is Ain Radid's “source”.

A book about the freedom of a creative person in the fight against the foundations of the crowd, about individualists, whose mission is to create and transform the world. I especially recommend it to those who are engaged in the creative business, architecture, design, advertising, creation. Photography, creating videos - is it just a hobby? My favorite hobby has long turned into production necessity.

Yes, almost everywhere I drive cameras, tripods, I have to shoot and process thousands of photos a lot, mount a video and devote quite a lot of time outside the office this fascinating and useful business for us. The blog of Elena Berezina on the site and your page on the Instagram is also an educational project or today the company's promotion on social networks?

All the years of work, I try to share my knowledge with those who are interested. And it is interesting not only to professionals, but also to customers, partners, friends. Therefore, there is a need to systematize the accumulated material and make it publicly available. So, on the S-Classic website there was a blog with my articles on design, trends, selected materials from lectures and presentations.

Naturally, this is a tool for promoting the company that is necessary in our work and, including a general educational project, useful for those who are designed. And the page on Instagram is more for the soul and, in general, this is the idea of ​​my daughter, who literally started it to me and said: “Lay out any photos there, you can’t count them.” So I had to lead.

But this is not difficult for me, since there is constantly something interesting and beautiful than I want to share with my subscribers, sometimes just a good mood. What is the main thing for you in life? Life itself. Each moment is built into an inextricable chain of love and worries, small joys and trials.