Sergei Zverev has publicly described the pressures facing small businesses in Moscow, noting how sanctions and a high cost of living have reshaped the local market. He explained that rent remains prohibitively expensive, and that launching or expanding a beauty or fashion venture would require substantial capital and a tolerant risk tolerance that isn’t easily achievable in the present climate. This perspective aligns with a broader pattern where several Russian designers have shuttered studios and shifted toward sewing or small-batch production from home settings, underscoring a shift in practical strategy rather than sheer ambition.
From his point of view, a realistic path for many is to pause and reassess rather than chase aggressive growth. He observed that a portion of his clientele has relocated abroad, while others have disengaged from the traditional business cycle entirely. In his own words, the door to new ventures seems ajar for now, but not in a way that compels immediate action. For him, the current moment is about observation and timing rather than expansion or reinvestment.
In July, Zverev spoke about reaching a fatigue with a life defined by opulence and incandescent displays. He expressed a desire to simplify, envisioning a future rooted in a riverside village rather than a bustling metropolitan center. The shift signals a broader appetite for quieter living, more connected with nature and everyday routines, rather than chasing luxury.
His reflections also touched on everyday pleasures that contrast with high-end dining or club hoppers. He shared that simple meals like kebabs and village potatoes baked in a Russian oven brought genuine satisfaction, while he confessed growing weary of the tastes and presentation found in luxury restaurants. This candid taste shift reveals a broader trend toward authentic, less ornate experiences, even for those accustomed to glamorous settings.
Career-wise, Zverev began as a hairdresser in a Moscow salon, building a client list that included notable figures such as Tatyana Vedeneeva, Alla Pugacheva, Bogdan Titomir, Ksenia Sobchak, Lyudmila Gurchenko, Laima Vaikule, Valery Leontyev, and Irina Ponarovskaya. The arc of his journey highlights how a professional rooted in personal styling can transition into a broader public persona, shaping trends and influencing audiences beyond the chair.
Earlier conversations by Zverev also touched on the reactions of European colleagues, who sometimes found his approach amusing or unconventional. These moments illustrate the cross-cultural dynamics that often accompany high-visibility careers in beauty and fashion, where personal branding, style choices, and resilience intersect with market realities.