Ukrainian born Liliya's Luxy Hair Story starts in 2010, when she began taking piano lessons from Luxy Hair co-founder Mimi Ikonn's mother. During this time, Luxy Hair was in its exciting first stages, and Liliya happened to be in the right place at the right time, modelling the first set of Luxy Hair Extensions to ever be produced (220g Chocolate Brown). Fast forward a few years later, Liliya had just graduated university with her heart set on a bank job, which just wouldn't pan out. A frustrated Liliya noticed an Instagram post by Alex Ikonn, mentioning that Luxy Hair was hiring for a Customer Service position. Although it was nothing like the bank job she had envisioned for herself, she applied for the position, and joined the Luxy Hair team on her birthday, working her way up to Digital Marketing Manager.
At the time, I didn’t know that this would lead to the most happy and fulfilling years of my life so far like I know this now, four years later.
So what exactly does your position entail?
I do all things digital marketing here at Luxy Hair. Think advertising on social media channels, email marketing, making sure the website is working well for all our awesome visitors. All that good stuff.
What does a typical day at the office look like for you?
At first I was going to say 'it’s different each day' but then realized that despite the multitude of tasks that vary from day to day, I have a routine! Here's what goes down in my day:
Walk into our beautiful Luxy Hair HQ space. Pour myself a tall glass bottle of water. Get some fresh OJ and berries from the fridge when I’m feelin’ a little snack. Clean my laptop screen, plan my day in my Productivity Planner, get my noise-cancelling headphones and here starts the most productive part of my day until lunch—which as all the girls in the office know very well happens at noon sharp. After catching up with the girls at lunch, the afternoons are normally when meetings and more collaborative projects take place.
Why do you like working at Luxy Hair?
The first reason is the culture. Our team is absolutely amazing and I am so grateful to be working alongside and learning from such inspiring women every single day. The atmosphere in our office is incredible, full of laughter and positivity. We work hard and we play hard, and that is what I love the most.
The second reason is the growth, both professional and personal. I am never bored and I continue to learn and grow every single day, which is very important to me. I have also grown so much personally during my time with Luxy Hair, and I attribute this to the multiple self-growth sources we have available to us, such as audible books, AMAs, and monthly lunch-and-learns.
What is your approach to developing Luxy Hair’s marketing strategy?
I try to put myself in the shoes of the consumer instead of being on the other side. What I think I would want to see as a consumer, is what I try to implement into our strategy. How can we deliver value? How can we educate, transform, and inspire? These are all questions I come back to daily.
What’s the title of the current chapter of your life?
*Googles chapters of life* Not sure what the title is, but I’m a recently married twenty-something gal who loves working hard and playing hard. AKA, I still love my 12 hour sleeps and am most definitely not ready to have kids. What would you guys title that?
What quirks do you have?
As my teammates would probably point out, I like to prep my food before I eat it. I like to take my time to organize what’s on my plate to ensure that every single bite (and especially the last bite) is rationed so that I can enjoy that perfectly balanced bite. Every. Time.
What’s the best way to start the day?
A big breakfast, hands down.
Who inspires you to be better?
My parents, my husband, and the girls on the team.
What is your favorite Luxy perk?
Remote Fridays (any commuter will know) and weekly catered healthy lunches! So grateful.
Favorite song right now?
'How Deep Is Your Love' - Bee Gees
What's your secret talent?
Hm. Would the ability to consume large amounts of breakfast foods count? Because I can most definitely do that.