Business Creativity Part of
Laser Expert's Life

Innovation is a way of life for Siberian-born Rita Moroz, whose family emigrated to Israel when she was 15. That was the first time she had to learn a new way of life and a new language. Then another new life in 1987 when Rita moved to the U.S. with her husband and young children. To earn a living, “Since I didn’t speak English I had to do something with my hands,” Rita says. She went to cosmetology school and became an accomplished manicurist and pedicurist. Later when wanted more challenge, Rita enrolled in school to learn laser methods. She was a single parent living in Tampa then and the nearest laser school was in Orlando, where she drove three times a week for six months.

So it seems no wonder that Rita thought up something very creative to launch her new laser business. Of all the advertising and marketing strategies she tried in the first year after opening in 2003, what worked the best, she says, involved an exchange of services. She gave free treatments to people she knew in exchange for them putting the name of her business on their cars. She estimates she has about 30 vehicles with “Tampa Laser Touch” decals circulating in Tampa.

For relaxation, Rita likes to play the piano and read. Even though she can read in Russian, Ukrainian, Hebrew and English, she sticks to books in English to sharpen her English speaking skills, she says. She also loves to travel and takes frequent long weekend trips with “her better half” all around the U.S.