The Manashrov family: "The center is primitive, the periphery lives better"

They are the most colorful, sweet and warm peripheral family (literally) on screen right now, synchronized and cohesive as a military unit and have something to say about everything and anything in this world.

We sat down for a crowded chat with the Manashrubs, the stars of "Periphery Empire" and discovered that there is much beyond what is seen on screen

Tali Arbel

18/03/2022

Friday, 18 March 2022, 01:08 Updated: 01:09

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If you live on this planet there is no chance you have missed the hype in the last two weeks, for better or worse, around the Manashrov family who own a thriving bridal salon in Ashkelon starring in the flagship docu-reality of Yes "Periphery Empire".

The series follows six opinionated women dripping with glam, and one Eliran, who celebrate a shared passion for fashion, beauty and the glamorous life in general.

Between working around the clock in the successful and expanding business and planning the impending wedding of the young woman, we caught the stars to the house of Nasherov for a crowded conversation.

Pierre?

We were fascinated.

Pierre?

We were a little fascinated.

Sydney, Eliran, little Amy, Dalia and Michael (Photo: courtesy of yes)

At the center of the Ashkelon empire is a bridal salon called "Dimitrios Dalia" which was opened in 1994 by the family matriarch Dalia Manashrov (48).

The living room offers a large collection of wedding dresses in a personal design, uncompromising quality and original models with Dalia's unique design fingerprint.

Three floors with private suites and an entire floor dedicated to beauty, which is the realm of her eldest daughter Cindy (28), an international makeup artist with more than a decade of experience, and Eliran Dazen Hatana (34) a hair stylist.

Kim Manashrov (24) is responsible for the management and public relations wand, who in three months' time will be married to Nir Ashur, and the dresses?

(Three in number) Not quite ready yet.

The most colorful family in the "Periphery of the Empire" - the Manashrubs (Photo: Private Photo)

You really do not decide what to wear without the advice of Eliran your brother-in-law?

"True. Sometimes it may sound ridiculous but really Eliran's opinion is important to me," Kim confirms, "My mother's opinion is also very important to me and the truth is that to this day she buys me clothes. I have no time, I have to run the business."

"The truth is I never thought about it. I do not see myself, Kim's character, coming out of the southern region. I am so connected to Ashkelon and I am completely satisfied with my life here and in our business, I have everything here."

On the screen it is not hard to miss that in the Manashrov family the female power is the motive, but pretty quickly into the interview it becomes clear that the men of this cohesive Ashkelon royal family, Michael Manashrov Sr. and Eliran Dzen the groom, are also a force to be reckoned with and almost nothing is conducted without them.

Certainly not multi-zero business decisions or what to wear to an important event.

"If Michael is not with me there is no situation, deals will not close," Dalia clarifies.

Beyond their deployment in Hong Kong and Europe (Italy, Greece and Cyprus), their businesses are now also entering the US market and large.

The Menashrovs exclusively reveal to us that the father of the family, Michael, is currently in Chicago on the occasion of closing a huge deal - opening 200 stores across the United States that will proudly bear the family brand name "Dimitrius Dalia Bridal couture".

Not boring there in the Southern Empire it sure is.

View this post on Instagram

A post shared by Cindy Dzan (@sindy_dazan)

How did Dalia get into the bridal business?

"From childhood in school I learned craft and fashion, I also absorbed it at home from my mother and it has just accompanied me ever since. After being disappointed with the process I went through as a bride, I told myself I would still run a business and do it for the best."

As in other graceful cases throughout the interview, the certified speaker in the group, aka Eliran the groom, wants to intervene and be precise - "I remember when I went into the family and asked Dalia what motivated her to open a bridal salon? She said she decided to be a fashion designer. With themselves, and I think it's a big thing and testifies to it a lot, "he concludes, and they all agree unanimously.

If in the beginning Dalia designed and even sewed the dresses herself, the Ashkelon business gained momentum quite quickly and today it has about 30 employees.

The cost of renting a wedding dress, if you will, starts at NIS 10,000 and up.

Renting a wedding dress starts at NIS 10,000.

Dmitrios Dalia (Photo: Daniel Elster)

The decision to participate in Yes' docu-reality was made unanimously in the family?

"Unequivocally no. It was not unanimously accepted at all, to say the least," Kim opens, "My parents have always been against exposure and against entering personal life and privacy. It is easy and material that it is inside our home. But we knew it could contribute to business and what we do today, "Not necessarily on the personal side but on the professional and business side. So yes, it was important for us to get to the front of the stage."

Dalia: "Basically it came from the girls who kept saying 'Mommy is fun and nice let's do it' and somehow in the end I broke down and compromised. It was not easy for me, I did not want to show my personal life."

Obviously the Manashrubs chose what to reveal, what less, but still not everything was naturally under their control (and the editor god) and they felt they missed a bit because their true essence and values ​​did not go far enough - "they more focused on things that should not have focused, chose to focus on brands and what I would say After not entering "

Kim - "My parents have always been against exposure" (Photo: courtesy of yes)

So why did you embark on this adventure after all?

It's also quite dangerous.

"We got into it for one very simple reason," explains the groom / stylist / spokesman / publicist of the family, "We decided to expose ourselves in order for them to get to know and try to understand how we built everything with ten fingers, and tell our life story each from his point of view.

Whether it's Dalia who started at the age of 17.5 from the basement of her parents and father-in-law who supported her, or my wife Cindy in 11th grade decided to retire from school and enter the beauty world without any experience when she gave up her youth and at 20 already gave birth to our Amy. And did not leave even while studying for a degree.

And me too, I came in general from a degree as an interior designer and dealt with it a bit until I moved into the field of hair.

"Mostly we wanted to show how we work as a family together, it's something you don't usually see in businesses that have a CEO and employees under him. Here it's a whole family that built an empire and that's what was important for us to show."

Kim: "It's not outdated, for us it's part of life. The periphery is us and you can not be taken out of the periphery just as the periphery can not be taken out of us."

Eliran, for his part, believes that there is nothing that differentiates the periphery from the center, "the only thing that differentiates is one very clear thing and that is the bombings, that is. And the time has come for them to spread to the periphery and then those differences will just blur. "

Dalia: "I must also point out that my center is in the periphery, 70% of my customers come from the center. In general, people come to me from all over the country."

More on Walla!

Marioma, Yuma, Yuma: This is the rising star of "Periphery Empire"

To the full article

Power Couple - Eliran and Cindy recreate the wedding photos (Photo: Sharon Ganish)

You said in the program that there is a greater purchasing power in the periphery and that means there is more style there - what did you mean by Eliran?

"A lot of people have a stigma that the periphery does not live well, living below the poverty line, and that is not true. It is also a matter of living costs that are more reasonable in the periphery, which leaves you more space for yourself and not only clothes but grooming, etc. So the periphery buys more "And also understands fashion more than the center."

Beyond fame, boost for businesses and the joining of many followers to their social accounts, one of the things the Manashroves are happy about that has happened following their participation in the series is the stage and expression that the Georgian community receives in prime time.

"We're very proud of it," says Cindy. We connect to it. "

Kim: "I think the Georgian Georgian authenticity and tradition is actually what sets us apart. The warmth, love and family we also bring into the business, naturally of course because that is who we are."

Dalia: "For us, it's a family first and foremost. Brides who come to us do not believe that it is realistic, which means that until people know us, it is really hard for them to believe that it is real and that this is how we run the business."

"The periphery buys more, and also understands fashion more than the center" (Photo: courtesy of yes)

I insist on discussing a bit (a lot) about style and brand issues, nonetheless this is a family that has been spotted on the screen wearing balm from head to toe.

Dalia: "In the show it looks a little more superficial than it is."

Kim: "There's the style before I went into Dimitrios Dalia, and there's my style after. Although I lived in this house that breathes and lives fashion but I was against brands and even a little tom-boy. Then when I went into business I was exposed to brides, makeup, fashion, heels running around all day, And it felt to me like a natural connection happening. Eliran also had a big influence on me. It's not that our whole closet is just brands, although it's not something I should apologize for. I work hard and want to look as classy and fine as possible so of course I have brands that are expensive "I'm not in the top of my mind. A lot of times I wear clothes at really affordable prices, but yes it will be important for me to add the Valentino bag to bounce the show. We like brands but do not owe them. We have a little depth compared to what people think," she concludes. An unequivocal cynicism.

Also for Cindy the preference is for accessories, "I can wear a look from Shane but it's important to me to add the bag, shoe, bracelet or belt of a quality brand, I will not give it up. It does not come from the place of making an impression at all, I do not care what they say. It's just something I love and that upgrades the look. "

Love brands - but it's not the most important thing in the world (Photo: courtesy of yes)

In the past year, Cindy has launched her makeup brand "Cindy Dzen Beauty", an opportunity that Eliran recognized how not and pushed in the direction.

The brand is currently being sold in the online store of Cindy Dzen Beauty, and is also expected to be sold offline in a number of pharma chains in the country.

Eliran: "Our makeup brand is a small and separate baby from Dimotrios Dalia but it is still part of all our work and it is important to me that they knew we set it up not just for the money. True on the one hand it is a livelihood but it is very complex We will compromise on the level of uniqueness or quality of the products. Beyond that we all work behind the scenes for people with disabilities. Like for example Cindy and I often did makeup and hair for brides who could not afford it, or Michael and Dalia who donate dresses to GMOs.

I swear to you these are the things that satisfy us more than anything else, not everything we do is just for the money. "

Although Cindy has been a make-up artist since the age of 16, the beautiful and sweet shoemaker goes barefoot because she does not even have a make-up bag at home, she only wears make-up in the car.

"It just happened, I never learned makeup. Although from a young age I loved ash but I had no background, I was just thrown into the water and fell in love with the field. From the beginning I had a natural talent for it, I also really liked to paint. It's crazy satisfaction for me to please clients And make them the most beautiful on the happiest day of their lives. "

"It's very complex and it takes a long time," Cindy explains, "until we order the components from abroad and until I choose.

We're pretty crazy then until it's imperfect in levels and something that no one else has anything like it comes out of our soul.

I also experiment with each product on myself for months.

Nothing is happy until I'm really unhappy. "

View this post on Instagram

A post shared by Cindy Dzan (@sindy_dazan)

Eliran Dzen is the national lifter in the family who supports and empowers the women of the Nasherov family at any given moment.

But his admiration and love for his wife is particularly stunning and conspicuous.

"Cindy is an amazing woman with curves and has become the object of admiration of women with curves. They die for her style and the way she dresses, she gets countless messages from girls who write to her that since they knew her they, as full, understand they can dress and look really good."

He was originally from Rishon LeZion, who 11 years ago went to Ashkelon for love, to Cindy of course

. , Especially about Eliran and also about her grandmother Dalia, who was afraid of exactly these things.

"The reactions to the girl were shocking. It's just delusional" (Photo: courtesy of yes)

At what age does Amy have an active ticking account?

Kim: "Amy has had a tiktok account since the age of three. She really likes to dance and enjoys doing tiktok, the likes really don't interest her. I learned not to comment or read comments but we could not completely ignore and the reactions were really shocking. Tiktok is her life. "

Eliran: "It's important for me to clarify and sharpen a few things, because there has been a lot of noise in the media in recent days. To take three seconds of a series on TV and project it on an entire life is in my eyes an injustice to an eight-year-old girl who has no say in the matter. Socially and academically for three years in a row, who once a week goes down to first grades to teach them, she is in knowledge-rich circles and for that money goes and does not make money on her back through the ticking as many have written. "It's controlled by us. Her page is blocked and now it's become our family page called dazan_family so it's even more controlled now. But even before the ticking Amy is far beyond, she's a smart and amazing girl."

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