Alla Verber state. Alla Verber: biography. About self love

Do you know who decides what to wear for Muscovites in the new season? Do you think fashion bloggers who put up a list of fashion trends on their page? No, not them. For this, all responsibility rests with buyers - people who buy goods for the best stores in the country create collections. And the main among them in Moscow is Alla Konstantinovna Verber. She works as a fashion director and buyer at TSUM, as well as vice president of jewelry company Mercury.

This woman is one of the most successful business women not only in the capital, but also in the country, as a public figure and journalist. About her buyer's flair, the fashion director of the TSUM says that she formed in her childhood, when she spent days on end watching the foreign tourists who came to Leningrad from the windows of her apartment. The most chic fashionistas of Moscow pray for her, because thanks to her they can buy the best novelties from the collections of the most famous designers of world fashion for their wardrobe.

Alla Verber: biography, childhood

She was born on May 21, 1958 in Leningrad. Here she grew up on Glinka Street, in a house overlooking the Kirov Theater, and, of course, the conservatory. As a little girl, she went twice a week to the opera house, to the ballet or to the conservatory for a concert of classical music. In the family, besides her, the sister Irina also grew. The girls' father was a dentist by profession, but he held a very “bread” position - he was the director of the denture department, and my mother was a paramedic.

Fateful decision

In reality, the family lived in abundance, and when they decided to emigrate abroad, many could not understand what they lacked in the USSR. Just the father of the family put his freedom above all else. He wanted to move freely, to create a career himself, to get a better education.

In 1976, the family flew from Moscow to Vienna, each had $ 76 in their pocket. They thought they were leaving the country forever. Moreover, they could not even imagine that it was Alla Verber, whose biography often made such sharp turns, that it was breathtaking.

The emergence of talent

As a rule, we call talent a gift that is given to people from above. This is usually associated with creativity, but Alla Verber, whose biography is so interesting and unusual, had the gift to predict fashion trends for several seasons ahead. In addition, she had an incredible taste and sense of style. Each of the employers noticed this talent in her and kept her firmly in her company. Where did the girl from a family of doctors, although wealthy, but far from the world of fashion and show business, suddenly have this ability? Yes, everything is very simple. Some children like to count pigeons in the yard, others like to look at the stars, and only rare ones - carefully study the style of foreign tourists - guests of the Northern capital.

Soon, she could distinguish the French from the Italians, and the Americans from the Scandinavians, etc. Of course, she liked the style of Italians the most. And it was their images that she loved to study with special care. She liked everything about them: a combination of colors, jewelry, and other accessories. And worst of all, in her opinion, were the Americans.

Choice of profession

Of course, the parents wanted to see their daughter as a doctor. Therefore, the girl after 8th grade entered the medical school, then to continue her studies at the institute. However, she understood that it was not her business, that she liked to sort out clothes, combine different elements of the wardrobe with each other, and select accessories. She wanted to work in a fashion store, although in the country where she lived, there were practically none. However, parents believed that this was a profession unworthy of their family, and that trade workers eventually end their careers behind bars.

Happening

And just then, when the family decided to leave the country and go to Israel, the case turned up. The girl first had to fly to Vienna, and then transfer by plane to Tel Aviv. But she never flew to Israel.

Once in the capital of Austria, she went straight to her beloved Italy. Rome seemed to her a fabulous city, a real paradise for a lover of fashionable clothes, such as Alla Verber. The biography of the girl from this day headed in the right direction.

Carier start

The first thing she did in Rome was to go to Via Vetto and tried to get a job at a clothing store. She did not know either Italian or English, but her good looks, a braid below the belt attracted a manager who took her to work and was not mistaken. Here she learned a lot, tried to absorb everything like a sponge. Then her father told her to pack up to go with her family to Canada. Despite the fact that she did not want to leave Europe, nevertheless, Alla this time was more docile. They settled in Montreal - the most European of

In Canada

There were many boutiques, restaurants and shopping centers. She was 19 years old, and she believed that she had quite a lot of experience in the fashion business. Despite the fact that she spoke English very poorly, she was nevertheless taken to one clothing store. And here she was able to show off her knowledge of fashion. In the days when Alla worked in the store, sales rose significantly. And all because she dressed the mannequins very beautifully, and when they saw them, the buyers asked them to sell everything that was on the window.

From here, Alla was sent to Milan and Paris to negotiate with famous couturiers regarding the supply of fashion collections.

Own business

After some time, having acquired connections, Alla Verber decided to open her own store in Montreal, then there was the second and third. Soon she received an invitation to one of the largest companies in the country - Kmart, which had 124 stores throughout the country. Upon learning that she was Russian, the owner instructed her to go to Moscow and take control of the production of towels in one of the capital's factories. She, of course, was unbearably bored at work, and then she was invited to her company Mercury, whose face today is Alla Verber. Almost simultaneously, she became the fashion director and chief buyer at the Central Department Store.

Schedule

Today Alla Konstantinovna has been traveling for 8 months out of 12, or rather, is on business trips. If she is in Moscow, then her working day ends at 10 o’clock in the evening, and after that she starts skype chatting with America. Then he still works until one in the morning. Alla's morning begins at 7:30. During business trips, you also have to get up early to get ready for shows or business breakfasts, which usually begin at 9:00 in the morning. It happens that she manages to watch up to a hundred shows in one trip.

Personal life

During Alla Verber met her future husband. They lived together for 3 years in New York. They had a daughter, Catherine. However, after a while, the couple broke up, and Alla again went into free swimming.

From New York, she returned to Canada and settled not in Montreal, but in Toronto, where she founded her first boutique, which she named in honor of her daughter Katia of Italy. Further, as you already know, she was offered to become a representative of K-Mart in Russia, and she agreed. It was 1994. After arrival, she met a man who became her second husband. Businessman David Averbach is president of a large food company. She is happy in marriage, although she and David do not have common children. But Katya had two beautiful daughters, and today Alla Konstantinovna is the most business-like, but loving grandmother in the world.

  February 19, 2011, 16:53

If a fashionable revolution took place in Russia, then this would be exclusively the merit of Alla. Verber is revered by both Russian and foreign fashionistas. The New York Times gave her the title of "The Most Powerful Buyer in the World." What is her secret? “I choose everything myself,” says Alla. In the elegant reception room, located in the most luxurious shopping center of Moscow, near the Bolshoi Theater, Verber tells us: “I live non-stop, in between meetings. I have one“ flaw ”- I like to choose everything myself. This applies not only fashion, but also every little thing that I had a hand in here at the Central Department Store. " Alla Verber admires not only the New York Times, but also all the main fashionistas of Moscow. What is her merit? She brought all the major brands to Russia, in addition to the Central Department Store opened Tretyakovsky passage and Barvikha Luxury Village. In TsUM, whose architecture has been completely restored, brands such as Chanel or Prada, Lanvin and Gucci, Valentino and Dolce & Gabbana are presented. There are also American brands such as Oscar de la Renta, and new names such as Simonetta Raviza. Verber helped the Russian woman to open up and shine at social events, to feel on a par with European stars. You are considered a top buyer all over the world. How do you feel in this role? "Very good, because I do not consider it the most important thing in life." But why? You led a small fashion revolution, and besides, TSUM in Moscow is only the beginning ... "Yes, we plan to open a new luxury shopping center in the center of St. Petersburg, since this city is, in fact, the second capital of Russia . It is important that the same beautiful store appears, the whole world of fashion. "Her personal life is like a novel: as a girl she leaves St. Petersburg and, while her family receives visas to Canada, decides to go to Rome. From there she moves to Montreal and Toronto, and eventually, after receiving a job offer, returns to Moscow ... Traveling the world was crucial in shaping your sense of style? “In the days of communism in the Soviet Union, everything was very difficult. We wanted to be free, to go out into the world, and not live in fear. Traveling was wonderful, because I came across different people, our paths crossed and I took over their tastes and views. This, in the end, helps to develop your own style. "What is it like to return to your hometown with a big project that is about to become a reality? “Well, actually it’s a little strange, because I left Petersburg in 1967 and still miss home. But such was fate. "Working for Mercury (she is the vice president of the company) until the mid-90s, she made amazing reincarnations of Russian women. And she did, judging by the many beautiful and stylish girls in Moscow ..." I am very proud of myself, but I have to to say that many people’s efforts are behind this: it was not an easy task to achieve such a result, it was necessary to break the deep-rooted stereotypes about Russia. "Which brand is most loved in Russia?" No doubt, Dolce & Gabbana. "Modern Russian women have a charm; what they still need? "do you want know ? Most of all they want love ... ". As for you, you have found it. Is your husband Russian? "Yes, he works in real estate." Your daughter Katya is called the "Russian Paris Hilton". What do you think about it? “She absolutely does not correspond to the descriptions that exist in the press. She is a perfectly normal girl, sweet, pleasant. She works hard, helps me in business.” Katya followed in your footsteps - she became a buyer. Have you prepared a special role for her? “Katya has a big responsibility: she picks up collections of young designers such as Alexander Wang, Phillip Lim, Balenciaga ...” What do you do in your free time? What do you like to treat yourself to? ”I have very little free time from work but when I get a free minute, I study books on interior design or on architecture in Italian and French; I am especially interested in the 50s, 60s and 70s. But if I had more time for leisure, then I would devote it to watching movies and reading books. And of course the kitchen cares. “What is your favorite item that has a closet?” A dress from Alexander McQueen, which the designer created especially for me. I wear it on May 1st, this is my spring ritual. Once a year it perfectly cheers me up. "

Alla Verber, Queen of Russian Retail, vice president of fashion and fashion director of TSUM and DLT, uncut, embarrassed and embellished, told what the fashion industry stood on, how its friendship with designers was born, which was worth bringing the world to Russia fashion giants and why it is so important to give a second chance. Firsthand - the incredible adventures of the Russian in France and Italy.

In the 1990s, it was only my determination that saved me. I returned to Russia, where I had never come from 1976 to 1989, with a firm conviction from scratch. It seemed to me that the Russians, who love to dress up in beautiful things in their blood, lack only the opportunity to go to the store and buy everything there that you want: clothes, accessories, cosmetics, gifts for loved ones. For many years in the Soviet Union, people were deprived of this and, it seems, did not enjoy the availability of beautiful things until now. So that in the trading house "Moscow", where I came to work, there was something to look at, first of all, it was necessary to build relations with brands and bring them to Russia.

When I flew to Paris in 1992 for the first meeting with the Chanel team, I had to convince them that the country was no longer the same as in the Soviet-era photo with grandmothers in handkerchiefs or frightening men in raspberry-colored jackets. All these stereotypes did not stop me. I thoroughly prepared for an unofficial lunch with CEO Chanel - in my bag lay a whole history of family and country: photographs of grandparents, uncles and aunts, a chronicle of the 1960s, 1970s and 1980s ... I dressed from head to toe “From Chanel”: a sweater, a necklace, a bracelet on each hand, as she wore, a bag ... She was so impressed that the board of directors promised to at least discuss cooperation. Having finished, I immediately flew to Milan for a meeting in the show room.

Remember the Dolce of the early 1990s? Dolce's girl was a thoroughbred Sicilian in a perfectly tailored strict black coat, shoes with a small heel and a bag without a logo and other identification marks. And then I go into the office of typical Italians Dolce & Gabbana - all in Chanel, even in a hat, and hung with jewelry on the principle of "all that is - everything is on me." Domenico Dolce's eyes, when he saw me, I will probably never forget! He didn’t even say hello to me, he simply told the managers: “This aunt is to kick out!” I felt that something had gone wrong, but I could not influence it in any way.

I was politely asked to wait a few minutes, offered, and after a cup of tea they said that, alas, no one could meet me. Drowning, I went shopping. In 1992, even even Dolce & Gabbana single-brand was not. So in a boutique, which now probably already doesn’t exist, I bought myself that very strict black coat a la, black shoes with a 7-centimeter heel and a bag, which, by the way, I still keep. The next day she put on all this, let loose her hair, making the simplest straight parting, took off all the jewelry, except for a single emerald ring, and without warning went back to the brand's showroom on piazza Umanitaria.

It was called there by a different surname, hoping that on the eve no one heard or remembered my name. In a woman similar to Italian, no one ever recognized that crazy woman who had appeared to them the day before, all hung with Chanel chains and camellias. I demanded a meeting with the brand’s commercial director, and David Cerruti and Udo Weber immediately came to me, who led me straight to Domenico and Stefano. Everyone decided to forget about what happened the day before and who this strange Russian woman was and start from scratch.

This story also illustrates that Paris and Milan are completely different and not only the city, but also the designer needs his own approach to each. Do you know how I got my first Fendi bag? Carla Fendi refused to have dinner with me when I came to her for lunch with a Prada bag. She put forward an ultimatum: “First a Fendi bag - then lunch.” You understand, I had to order a new bag in Rome.

Text: Marta Baumgertner

The example of Hollywood star Angelina Jolie was contagious. After the actress announced to the whole world that she had removed her breast due to the threat of cancer, women around the world began to openly talk about their ailment.

The episode “Let They Speak,” dubbed “The New Breast of Angelina Jolie,” was dedicated to women who know what oncology is. Famous and successful heroines of the program told Andrei Malakhov how they managed to cope with the disease.

One of the most successful business women in the country, fashion director of TSUM, vice president of Mercury, Alla Verber does not like to give interviews and share the details of her personal life. However, this time Verber considered it her duty to speak out.

  “I want to tell people why I did this interview. So that everyone understands that when you sit down opposite the doctor and the doctor says that you have cancer, this does not mean that this is the end and your life is over.<...>  At the very beginning, you only think about yourself - if only to survive. Now that everything is behind us, I really want to help people. As you wish. Not always only money can help, ”Verber explained her decision.

Five years ago, on the eve of her 50th birthday, Alla Verber found out that she had third stage blood cancer. For a long time she felt unwell, but was afraid to undergo an examination. “When the diagnosis was made, the depression was terrible. Cried. Everyone is crying. It’s impossible not to cry ... ”Alla admitted.

Upon learning of the disease, Alla Verber prepared to die, but then decided to fight - for the sake of her daughter Katya, who was then 24 years old. Verber herself lost her father, who died of cancer at age 57, and still remembers the pain of this loss.

  “I wanted to live for one reason only. When parents die and leave children who still cannot stand up for themselves, it is terribly painful. I remember when my dad, young, died, and I was left without him ... I remember this pain. And even now - I am 55 years old - this pain does not go away ... Therefore, I wanted to do everything so that my daughter could have a mother. I decided for myself that I will fight, I will live and do everything that depends on me, ”said Verber.

Alla Verber had to fight cancer for a long five years. Due to chemotherapy, she lost her hair and gained 20 pounds. But deciding for herself that she should recover by all means, Verber did not allow herself to give up: “I went to chemotherapy as a holiday - well-dressed, dressed up, put in order. She was waiting for medicine like manna from heaven, because 30 years ago he was not there. I was always in a good mood. "

Verber admitted that five years ago, perhaps, she would have condemned Angelina Jolie. Why do an operation when the diagnosis is not even made, and then tell the whole world about it? But now she has changed her mind.

  “When we look at Angelina Jolie and think whether she did the right thing, we must understand that a person who has not been sick, is not sick and does not have such a chance, cannot feel it.<...>  She survived the death of her mother, and she feels what a crazy pain this is. And she is ready to abandon her organs in her body in order to save her life, see her children and give them happiness, ”Jolie commented on Verber.

Now Verber is healthy, but regrets that she started the disease because of fear, although she felt that her body was not in order. She urges all women not to hide and not suffer from "ostrich disease", to find time for a doctor and to be examined.

You, dear readers, still have some time to vote for Alla Verber on our website.

  Alla Konstantinovna Verber was born May 21, 1958 in Leningrad in an intelligent family of hereditary Petersburgers. Her maternal grandfather, Abram Iosifovich Fleisher, was the director of a large meat processing plant, was in charge of the children's department of the Leningrad Trade House, and was a well-known collector of antiques.

He went through the Great Patriotic War, his wife and daughter (Alla's mother) survived the blockade. My paternal grandfather was repressed in the 1930s and returned to Leningrad from the camps and exile only in the 1970s, he soon emigrated to Israel.

Alla's father - Konstantin Verber, was a teenager in an orphanage. In 1941, at the age of 17, he went to war and reached Berlin. Later, Konstantin became a successful dentist, then the head doctor of the dental prosthetics department of the prestigious LOMO hospital (Three times the Order of Lenin, Leningrad Optical and Mechanical Association named after V.I. Lenin).

The father did everything so that his beloved daughters (Alla's sister, Irina, lives in Canada) had a happy and prosperous childhood. Girls were pampered, dad bought them beautiful things, and grandmother, well versed in fashion, taught them to dress correctly. Grandpa taught Alla to appreciate real painting, beautiful antique things. Mom, a dentist, after the birth of her daughters devoted herself to the family.

Irina professionally studied ballet and played the piano, Alla also completed the musical seven-year violin class.

Alla Verber: “My sister Irina graduated from music