We are with Roberta Zaninoni in her "kingdom": a state-of-the-art dermo-aesthetic center in the heart of Durres,in a quiet corner surrounded by olive trees near the Venetian Tower. Roberta is a well-known figure in Albania. She is among the few very young Italians in this country, able to make her way with great sacrifices but also with a truly overwhelming enthusiasm. Roberta, tell us about your past, your present and your future
Let's start from the past. I am from Bergamo living in Albania for 13 years. I have a degree in psychology but then I invested in aesthetics. I am very proud of what I have created in Albania and my future for the moment I see it here.
You wouldn't go back to Italy?
Not for the moment; then you never know. When we arrived 13 years ago Albania was very different from what we see today. There was only one road to Tirana--albeit with many potholes. Today there is a lot of modern infrastructure and more is under construction. I grew up with Albania. When I came I was 22 years old. Day after day, I worked hard now I have many clients whom I greet fondly; they are wonderful people. I learned Albanian, I became Albanian and in a way now I am Albanian and Italian at 50%
Did you encounter many difficulties in the beginning?
Definitely. In Bergamo I had a very regular life. After finishing university I had started a government job, I was serene, I was doing zumba, pilates. My baby had just been born and my life was very quiet. Coming here involved a really radical change that initially took me out of my comfort zone with some upheaval from Italian habits.
Mai held her ground...
I held on extra hard as it is in the spirit of the Bergamasque people who know they must never give up. And the results rewarded the initial sacrifices and difficulties. In the beginning you don't know the language, you don't know the streets, you don't know where to go.... you get ripped off ... maybe they take advantage of the fact that you are a foreigner and from a wealthy country. But I also met people who welcomed me with open arms and helped me a lot. The people here are wonderful, welcoming, very much like Southern Italy Little by little I felt at home and after a year and a half I started to feel good. At first I was calling and video calling mom every day asking her : "mom what am I going to do here?"
I studied psychology. I couldn't practice this profession in Albania because I didn't know the language. So I had to totally change my professional outlook. Although, actually, we are psychologists every day because we have to understand the people we are dealing with. I chose the world of aesthetics and I am satisfied.
Why this choice?
I have always been very careful about skin care and facials, passionate about massage even before I started this center. My husband tells me : lucky you opened a center....so we don't spend so much money on your aesthetics....
The world of beauty and personal care appeals to me because I believe that caring for the outside world also means caring for one's spirit.
It means to love each other....
Exactly. That is the philosophy I try to bring to Albania. To love each other today is very difficult.
Did you find fertile or difficult ground here? Did you have to expend a lot of energy to awaken a latent question?
It was not easy. 10 years ago I started proposing laser, when laser for permanent hair removal was seen as a cancer risk, dangerous for burns, and even a cause of female infertility.
I had to work first on people's psychology by explaining that the laser was Italian, purchased in Milan, from an Italian company with European certifications. So it did not burn, it did not prevent having children, and it had no dangerous side effects. To create a clientele for myself, I started from Tirana, because development was concentrated only in the capital. Now all of Albania is involved in modernization processes.
My clients passed on energy and knowledge that I enhanced with my tenacious character, enthusiasm and investing in myself. Every month I would go to Italy, take or master classes and bring new things here.
Was it difficult to convince Albanian women to pay more attention to aesthetics?
In fact, the Albanian woman cares a lot about herself. So there was a good starting point. I created a series of partnerships with Albanian people who were already in this area. For the past four years I have been making the leap with my center here in Durres. In addition to the world of aesthetics, I have created important partnerships with high-level professional dentists : I am involved in dental tourism and I bring here, not only from Italy but also from other countries such as France, many Italians who want to take care of their teeth while spending the right amount and without bleeding themselves dry. Those who are interested send an orthopanoramic with indications of any particular disorders and pathologies. Within 2-3 days they receive an estimate. We arrange everything: travel, transfert to and from the airport ,hotel reservation. We also organize a small sightseeing tour among the wonderful cities of Albania, Durres, Tirana, Berat, Girokaster, Shkodra, Fier.
But I do more than just dental care. In fact, with my passion for aesthetics, I also organize a kind of tourism for scalp reconstruction, hair transplants for males , with really remarkable results in a few days. You don't need to stay here for a long time and you avoid problems with work activities. To this, of course, we add the classic activity of cosmetic surgery: we are talking about rhinoplasty, abdominoplasty additive mastoplasty etc. We work both with Italian doctors who operate in Albania and with very good Turkish doctors.
So you want to be the one-stop shop for Italians who need dental care, hair care, and plan to undergo cosmetic surgery?
One scenario: husband-wife come; husband does hair care, wife does breast makeover. We also do some tours together in the cities , go to restaurants. The prices are unbelievable and the quality is high, there are level clinics.
Telegenic qualities you definitely have them....
Well, dealing with aesthetics, I have to set a good example....
To conclude this conversation of ours, Roberta sends a message to the Albanians and a message to the Italians.
To the Albanians I say: whoever is abroad come back here and invest ; you have acquired professionalism, you have learned how to work, now go back to your homeland. Albania is growing, it is a wonderful country where really there are so many opportunities.
To the Italians I say: come to Albania, invest here. Come for cosmetic surgery, dental tourism and hair transplants. I can be your reference point but you can also try on your own or with others. High quality, great professionalism, amazing prices and also a nice vacation. A good mix.
It only remains for us to wish Roberta great success also as a representative in Albania of that Italy that wants to better amalgamate two peoples who must love each other more ...
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