Get To Know Our Speakers: Sofia Amirova

If you haven’t already heard the exciting news, leading aesthetics industry titles SPA+CLINIC and Professional Beauty have joined forces to present their very first industry event, BEAUTY & SPA Insiders on May 27th – a unique summit for spa, salon and clinic practitioners and business owners alike.

Early Bird registrations are open until March 29th, and as we continue to announce our stellar line-up of industry speakers, we thought we’d give the chance to get to know them a little better before the big day.

Sofia Amirova, from Amirova Cosmetic Clinic will be presenting on the topic ‘How To Keep Your Integrity Selling Beauty Services’. Sofia opened Sydney based Amirova Cosmetic Clinic with a desire to offer her authentic approach to beauty and ageing in a medically advanced, results driven environment. She advocates ageing gracefully without allowing your inner or outer beauty to fade. Sofia is a Registered Nurse with a rich background in post-surgical health and restorative medicine, internationally trained with the latest medical technologies and techniques. Through this training, Sofia has developed an intimate understanding of aging gracefully without restraining inner or outer beauty.

Tell us why you’re looking forward to speaking at BEAUTY & SPA Insiders
I am looking forward to BEAUTY & SPA Insiders event, firstly because this is my first time attending this event as a guest speaker. This event is about bringing together like-minded people that make a huge impact on “What the perception of being beautiful today” is all about. I would love to share my story and my view on how to inspire and empower others in our practice.

How did you get into your current role?
As a young girl I was very driven, determined and nothing held me back from my goals.  I always had a fantasy of being famous, be a woman that inspires beauty. Coming from the heart of Europe, I grew up watching Euro film and actresses such as Sofia Loren, Brigitte Bardot, Audrey Hepburn and admired how much influence those women had. They were the beauty icons of their era. The question is who are the beauty icons today? I wanted to help shape the perceptions of beauty. I never stopped believing in my dreams, and today I have this amazing opportunity to make everyone who walks into my clinic look and feel their most beautiful.

Tell us your daily routine in a nutshell
I advocate for a healthy lifestyle. I wake up every morning at 5am and have hot water with lemon to cleanse my body. I like to begin the day by writing in my 421-inspiration journal: 4 things that I am grateful for, 2 people that I am sending love to, 1 to grant any wish.  I start my mornings with a short walk listening to Greig Beck with my favourite coffee (I am a caffeine addict! Can’t get enough). And then it’s off to my beautiful clinic to make a change in this world.  I always try to take time to speak to my staff prior to opening to ensure everyone is feeling good that day. Richard Branson says “Your staff comes first, then your customers. Because your staff will take care of your customers”. The day is filled with fulfilling the wishes of my absolutely stunning clients. I finish my day and end it with a trip to the gym, a good book and meditation.

What is your favourite treatment/procedure to perform and why?
I love working with Platelet Rich Plasma (PRP). PRP is a natural way of working with and addressing anti-aging, I love the results it can give without using invasive techniques!

Tell us in 25 words or less why you LOVE your job

Its cliché, but when you love what you do, it doesn’t feel like a job. My clients, staff and work motivate me every single day.

What is your top career highlight?
My top career highlight was finally moving out of the back of the clinic, where I lived for 2 years, to expand. It’s a bittersweet memory that reminds me of the hardships you have to face when running a business, and how determination and hard work can help you grow.

3 items you never leave the house without?
My phone (I know, it’s sad), a hydrating lipstick and my diary

Name someone who inspires you and why
My father is my inspiration, despite so many falls he remained humble and happy. He always taught me that where there is a problem there is always a solution, no matter the circumstances.

Where do you see yourself in 5 years?
I want to expand my brand to an International level and travel around the world inspiring and motivating beauty insiders, as we are the advocates for a renewed perception of beauty.

How do you keep yourself motivated?
I keep motivated by listening to Craig Beck, Richard Branson audios, indulging in literature, and expanding my knowledge any way possible. I believe in having an attitude of gratitude, being grateful for everything that I have in life.

What is your top tip for separating business and pleasure?
I believe it’s imperative to have a work-life balance. For me, the best way to separate yourself from work is by investing time in yourself. Looking after yourself, exercising, going for walks, catching up with friends are all good ways to keep sane in the crazy world of business.

What is your favourite ‘me time’ activity?
I love travelling – learning about new cultures and traditions has always been an interest of mine. I enjoy taking myself out of my comfort zone and exploring environments different to mine. I love seeing how beautiful this world really is and it never fails to take my breath away

Favourite quote?
“Be the outcome of your desire.”

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