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"Tears of fear flow down my face": The books and beauticians return with a great shadow hovering over them

The fear of losing customers, the illness some of them have experienced firsthand and the knowledge that question marks are also hovering around the reopening.

The booksellers, beauticians and professionals who will return to work on Sunday are cautiously optimistic, and they are particularly afraid of two words: a third closure

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David Rosenthal

Friday, October 30, 2020, 12:30 p.m.

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"My husband and I fell ill in Corona. So also to take care of the children, both to be without income and also to be pregnant. All your expenses keep going down - rents, loans, expenses. The hardest part was getting the workers out of the hospital.

What is a challah from a salary of NIS 5,000 without tips? "

"Two weeks before the closure we bought a laser device at a cost of a quarter of a million shekels. For many years we saved and did not describe for the moment we closed. We went into shock. I, anyway, had to talk to a psychologist at the level I would sit on the couch. No income and with two small children and obligations. "

The speaker is Yamit Burns, married +2 from Ramat Gan.

A decade ago, together with Etty Millis, 41, married +3, she founded E&Y Cosmetics in Givatayim.

The quarantine she is talking about is the first quarantine, of April.

When she got out of it she realized that she would see very little of the children in the near future.

"This business provided us with dignity until the first blow of the corona," she notes painfully, "Every night I came home tired and shattered but I just said I was working. There were days when I would come with my tongue out to the children and my husband but I was afraid to complain. Again, so we worked like a day as if it were our last day. "

Then came the second closure.

"I find myself at home with two small children, pregnant. My husband and I fell ill in Corona. So also taking care of the children, both being without income and also being pregnant. All your expenses keep going down - rent, loans, expenses. The hardest part was getting the workers sick. And to see their tears in their eyes.

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Will this time they open for longer?

Inspector outside the barbershop in Petah Tikva, April 2020 (Photo: Reuven Castro)

Yamit and Etty will return to work on Sunday, after the quarantine is lifted from the one-on-one beauty salons, hairdressers and businesses.

Along with the relief from the reopening, there is also great concern about another locksmith.

We'll get to that later, but in the meantime try to stay optimistic and see the dim light at the end of the tunnel.

"Throughout the period, both in the first and second closure, I am in constant contact with my clients through the channels available to me on the digital platforms and on the phone," says hair stylist Ilan Margalit, Ambassador of L'Oreal Professional in Israel. "In order to allow customers a 'normal' beauty routine as much as possible. All in order to reach the opening moment and meet the customers again."

"We worked like every day is his last diary."

Yamit Burns (left) with Etty Millis

Margalit believes that anyone who visits him regularly until mid-September will return: "This book is like a psychologist - the relationship is long-term. As a hairdresser that has been active for over 35 years with a loyal and amazing clientele, we have been walking hand in hand for years."

Haim, a bookwriter from Old Malcha in Jerusalem, also an ambassador for L'Oreal Professional, can barely remember his last name.

He simply "lives the book," clinging to the nickname attached to him during his 30 years of work.

"During the first closure I took the time to think deeply about where the professional hair market is going," he says, "and I realized that this crisis was going to accompany us for a long time. I decided I was going to set up a new hairdresser on a mountainside. It was important to me "With a distance between the customers, a separate sink room with a private entrance. I kept in constant contact with my customers, with correspondence and photos of the new hairdresser."

"This book is like a psychologist - the connection is long-term."

gem

"During the second closure, many hair stylists could no longer sit without a livelihood, and began working in homes. Some customers will adopt it, and some will always return to the hairdresser."

But there are also those who see things in a less optimistic way.

"I do not remember a time when the barbershop was closed for more than 24 hours except on Saturdays and holidays," says Avi Oz, who has been running a barbershop in Kfar Saba since 1991. "The difference between the first and second closures is that in the first closure we did not understand what we were going for. The economy after three days of discussions. In the current closure it was clear from the beginning that it was going to be long. I realized that my business would remain closed for a long and unlimited period. To say that I succeeded in the current closure is a big word ... what choice do we have, actually? "

Idan Bar, ambassador and presenter of Schwarzkopf Professional, believes, unlike his predecessors, that abandonment will also come.

"Losing customers, it is clear," he says, "already after the first closure there was a decrease of about 30% in the number of customers. The second closure will bring with it a further decrease. This is mainly due to the economic situation and uncertainty that citizens are in, and the restrictions we have to work at lower productivity. "During the second closure, many hair stylists could no longer sit without a livelihood, and began working in homes. Some customers will adopt it, and some will always return to the hairdresser."

Business is even more complicated for vendors.

Adam Srur, 33, married +1 and owner of the Adamshir brand, reveals: “My work is mostly based on working in front of hairdressers and importing hair extensions from abroad.

The first closure was difficult.

Suddenly the sky closed and I could not fly and bring the hair extensions from the suppliers I work closely with abroad. We all entered the second closure after understanding a little better what we are dealing with. During it, and following the reality that changed from end to end, I started building a marketing site. Then also the realization fell that we would not get out of this situation so quickly. Of course all the barbershops were closed, so I do not really have how to market. I was most of the day at home with the family. Luckily, just before the first closure I brought extras from abroad, so I did not get stuck without goods".

"To say I succeeded in the current closure is a big word ... what choice do we have, actually?"

Avi Oz

"Obviously losing customers."

bar

The dealers in the physical stores in the field of beauty were also harmed, but there are those who made the adjustments without having to break the law.

"What we learned in the first closure is that a lot of things can be done without leaving home," says Ronit Segev - scientist, skin researcher and owner of the scientific cosmetics company Beaufort. "We got used to traveling all the time, for example - for shopping and shopping. Today we are in a different reality. "For years she thinks that cosmetics should not go around and buy from stores, and that this is also not true for the skin. Just as medicines are not bought in a store, so cosmetics that are supposed to change the skin are not bought alone. Like online medicine, which began long before Corona, should be online cosmetics."

Segev says she did not wait for the plague.

"I had an orderly contingency plan before, but the Corona demanded immediate realization because the institutes closed. Then, within days, we taught the beauticians, by digital means and professional forums on Facebook, to diagnose clients' skin remotely, using photos sent to them, and then meet with them. "Digital for diagnosing and adjusting products. It suited everyone, like a glove."

And there is also "preparation" for beauticians for the next crisis: "We learned that it is no longer a local business. Casual beauticians diagnosed eight skins of patients from Dimona, and beauticians from Be'er Sheva sent products by courier to Acre and Nahariya (after skin diagnosis of course). We learned about ourselves, with resourcefulness "Mental flexibility and daring, not even Corona and even Batalam will stop us from continuing to prosper, create and make a living."

"Casual beauticians from Kiryat Shmona diagnosed the skins of patients from Dimona, and beauticians from Be'er Sheva sent products with a courier to Acre and Nahariya."

Segev (Photo: Amir Yahel)

Sisi Ben Simon, a certified beautician at Biofor Petah Tikva, confirms: "The first closure caught me canceling appointments for clients, but each one had a calming call. I explained to the client that she was not alone in the process and offered her an in-depth online skin diagnosis and product adjustment. "New customers who received an online diagnosis and free home delivery, thanks to which I was actually able to expand my circle of customers all over the country."

And yet, she knows that despite the temporary, perhaps even permanent, solution of working remotely, physical labor is the bread and butter: "I look forward to opening, my diary is refilling. For all those who have to be in isolation or at risk and cannot reach - I have them too. response".

"After the first closure, business activity was reduced, due to the restrictions that applied to us," Bar adds. "The second closure also brought with it a decrease in the number of customers. "Out of the box to continue to exist. I personally took care to strengthen our online site for purchasing products, I built professional seminars, both theoretical and practical for hairdressers at Zoom."

Both Ben Simon and Bar reinforce the feeling that no matter how many substitutes you produce, there is nothing that surpasses the source, the physical encounter with the customers.

In the end, the damage done this year is enormous.

Many hairdressers went bankrupt, hair stylists who employed many workers, gave up and decided to work alone at home, without all the expenses and headache of running a large business.

Which leads us to the inevitable question: How are you preparing for the third closure?

Despite the temporary solution, it is waiting to return to physically caring for customers.

Ben Simon

"I sincerely hope that a third closure is not on the agenda," says Margalit, "since I believe people learned how to maintain a safe space and protect themselves and the environment. In the first closure there was panic and less knowledge so the situation was much scarier, in the second closure I was heartbroken to close. The barbershop because we kept to the guidelines and procedures of the purple character. Ilan Margalit is a business that has existed for over 35 years with a long-standing and loyal customer base. "

"Another closure will be a death blow to the economy. It must not happen," Oz adds anxiously. "I believe that in order to keep a third closure away from us, we need transparency of leadership and cooperation on the part of citizens to put on masks, keep their distance, not risk and keep us all alive. At the end of the day, I think we have all learned to appreciate the routine and the workplace much more since Corona came into our lives. "

Srur reinforces: "My fear of the third quarantine is that people will collapse completely financially and mentally, because the situation in the country is really not good. I feel it about myself too - no income, no job and it really starts to scare. I really hope we get through it very quickly and climb Conclusions. "

Fear that people will collapse physically and mentally.

Srur

"I do not want to think about it at all," says Burns, "I think about it and die scared. I am afraid to crash, afraid that we will have to close or sell equipment. I open social networks and see every day equipment sold and beauty salons closed and my heart is torn from fear of reaching "For this situation. All my life I have invested in the business day and night, on thoughts for development, modern technological acquisitions and all this just to be successful. Such an illness can suddenly bring down everything. I answer your questions and shed tears of fear."

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