When Energy Finds Structure
Growth Hacking with Ircsi – Founder of Latino Nails
Some entrepreneurs have ideas. Others have energy.
And then there’s Ircsi, founder of Latino Nails — a woman who has both in extreme supply.
Her business started as a small production facility, bottling nail polish and accessories for professionals across Romania. Over time, she built a nationwide online store and a loyal customer base.
But then came Covid.
Like for many in the beauty industry, it was a harsh reality check. The routines that once drove sales — client calls, community events, in-person demos — vanished overnight. And with them, a part of the business rhythm disappeared too. Bills kept coming. Momentum faded. And as a single mother of two, caring for her own mother too, Ircsi was holding everything together — family, production, logistics — with superhuman energy.
What she needed was not motivation. She had plenty. What she needed was focus.
From Dream Store to Smart Store
When she finally shared her dream of opening a physical store, the advice she’d received sounded familiar:
“Go big — open next to Chanel, in a Bucharest mall.”
But she hesitated. The numbers didn’t add up. Rent, staff, design, risk — too much for one person to carry.
So I asked a simple question:
“Why not open your store right here, in your office?”
She laughed. “But where will my people work?”
“In the store,” I said. “Between instagrammable walls, a balançoar, and beautiful couches.”
By the next morning, she had a plan. And within weeks — she had a magical boutique. Same address. Same space. But now with shelves, lights, mirrors, and colors that made every visitor stop, take a photo, and buy.
With almost no cost, Latino Nails had turned its office into a destination — a place where work, sales, and community blended seamlessly.
The Return of Rhythm
Once the space came alive, so did the numbers. But what truly brought the company back wasn’t the décor — it was the discipline.
During our Growth Hacking sessions, we revisited the basics:
• KPIs — clear, visible, and alive.
• CRM — to track, follow up, and care for every client.
• Client Management — the forgotten heartbeat of sales.
• Sales Calls — the personal touch that no newsletter can replace.
As soon as those systems were back, results followed. Old clients returned. New ones discovered the brand. And Ircsi did what she always does best — she executed fast. Monday’s ideas were implemented by Tuesday morning.
From Products to Community
With structure in place, creativity had space to flourish again.
The new showroom became not just a shop, but a hub — for training sessions, events, and collaborations with influencers. Latino Nails transformed from a product supplier into a community builder — the go-to place for nail artists who wanted beauty, quality, and inspiration.
And that’s exactly what Growth Hacking does when done right: it doesn’t slow you down; it gives direction to your speed.
Insight
Entrepreneurs like Ircsi remind me why I love this work. They don’t wait for ideal conditions — they build them. All they need is a framework that brings clarity and focus; the rest is instinct, charisma, and execution.
Growth Hacking isn’t a marketing trick. It’s the art of asking the right questions — so brilliant, relentless people like Ircsi can turn ideas into results.
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