Alina Roytberg, Co-President and co-founder of Fresh, entered the beauty world in 1991 when she and her husband, Lev Glazman, opened up a beauty store in Boston. More than 20 years later, Fresh operates 15 stores globally and is part of the beauty division of LMVH. Here, Alina talks with Beauty Insider about what it takes—personally and professionally—to run a business.
BI: What hampered any ambitions early in life?
AR: I grew up in Ukraine during the time of the Soviet Union. I had many dreams, but I didn’t think they would come true as there were no opportunities then for girls with Jewish last names. When my family emigrated to the U.S. in 1978, these dreams became possible.
BI: What’s the smartest career advice you’ve received and how have you applied it?
AR: Eileen Rubini, my first boss in the fashion industry, advised me how to firmly express my opinion and defend my point of view while ‘respectfully disagreeing’ with someone else. My little Russian grandmother insisted on how important hands are to a woman—they show your true age. Being Eastern European we use our hands a lot when talking. My mother taught me how to be strong and kind.
BI: How did you wind up in beauty?
AR: When I met Lev (my future husband and partner), he shared his dream with me about opening a beauty store and I was intrigued. When the fashion company I moved to Boston for filed Chapter 11, I switched my focus on the opening of our first store. Now, I can’t imagine how anything could have happened differently.
BI: As an entrepreneur with a background in fashion, what qualities were you able to immediately contribute to Fresh?
AR: One of the most important aspects of design education is the skill of
editing. Conceptualizing tight concepts, create an image and staying
consistent to the brand’s image are all a part of this. My passion for textiles and prints inspired me a lot in packaging design and added an essential brand code to Fresh. With my design education I also learned about the historical and modern cultural influence on fashion and style. This helped me keep Fresh current and classic at the same time.
BI: Describe a perfect work day.
AR: A day when strategy discussions mix with forward-innovation meetings; meeting with our store associates, great debates and good coffee.
BI: What professional mantra do you swear by?
AR: Listen first! Remember names! Be a diplomat! Use your sense of humor!
BI: You must have been suited by many different beauty firms. Why did LVMH appear to be the best partner?
AR: In the early 2000s, the indie companies enjoyed a lot of attention from large financial groups and beauty conglomerates. Fresh was approached by them, as well. What we really liked about the LVMH group is that it’s a global luxury group managing many different brands while allowing them to grow and develop independently. We were able to access the LVMH laboratories and resources, use their expertise of an established business partner, grow internationally, all while running the company ourselves.
BI: What’s been one of your key defining moments?
AR: The first business day of our first store; the incredible reaction to our first Fresh product at retail; the first New York store opening; the first Fresh hour on QVC. I think I have many more to come!
Alina is one of 4 Achievers in the 2012 CEW Achiever Awards. Click
here to register to attend the Achiever Awards Luncheon on November
2nd.
