One entry in labor - 37 years in GUM. Minchanka - how to find a profession for life

Sometimes a decision made almost by accident determines life for decades to come. At the age of 16, a resident of the capital Elena Kuleshova came to get a job as a seller in GUM, and today she has 37 years in a department store, dozens of awards and the title “Minskan of the Year – 2026”. She told the correspondent of the Minsk-Novosti agency about how this path began and what helps to maintain the trust of buyers for years.

"Why don't I try it?"

After school, E. Kuleshova was going to enter the Institute of National Economy (now BSEU): she was friends with mathematics since childhood and thought to associate her future profession with it. However, the first exam failed, and the documents had to be collected. Long to think about the further path the girl did not. Together with her mother went to GUM - a place that has long aroused her interest.

In the late 1980s, this department store had a special status. Then the sellers of GUM seemed almost inaccessible example of what a specialist in trade should be: they knew the range well, easily communicated with customers and knew how to choose clothes for almost any occasion. The building itself was also impressive - the historical space in the center of Minsk was not at all like an ordinary store.

- I came here with my mom and thought, why don't I try working here? Maybe that's my calling. I was given a referral to trading school. I graduated and then I went back to GUM. And now I can say that for 37 years I have never regretted this decision, she said.

The first years of its work came in Soviet times. Then in the shops there was a shortage, a limited range, queues. The seller required endurance, discipline and the ability to find an approach to people.

Hear, understand and sell

For 37 years, the Minsk woman was convinced that a good seller is not someone who can sell a thing at any price. It is much more important to understand what a person really needs. Sometimes the buyer comes with a clear request, and sometimes he does not know what he wants. Then you have to ask questions, offer options and feel the mood of the interlocutor.

Our work is multifaceted: we are actors, psychologists, and salespeople in one person. Already with experience, I realized that the most important thing is not just to have a dialogue with the buyer, but to really hear his needs. You need to respect the person, and generally love the people with whom you work, said the seller.

Regular customers also began to appear. Some have been coming in for decades, and the relationship has long gone beyond the usual interaction between the seller and the buyer. Kuleshova knows their preferences, remembers previous acquisitions, and sometimes can offer the right thing even before a person formulates his request.

- My personal pride is my regular clients. I have known some since my first years of work. We're already communicating like old friends. And the main compliment for me is the smile and burning eyes of the buyer. Then I understand that I did my job one hundred percent, said the interlocutor.

Time machine

During the work of Minsk has changed not only the range, but also the department store. Trade spaces have been updated, new brands have appeared, the design of the halls has changed. At the same time, the modern appearance of GUM does not erase its history. For many residents of the capital, the department store remains a place associated with personal memories.

- I would call our store a time machine. Now we are preparing for the 75th anniversary, while trying to combine historical heritage and modernity, she said. The spirit of that time must be preserved. When people of the older generation come to us, they remember the old days and enjoy a special atmosphere.

Foreign guests also come to GUM. Previously, it was more difficult to communicate with them: not all employees spoke English, so often they had to explain themselves literally on their fingers. Today, modern technologies help in such situations. However, according to Kuleshova, there are things that no digital tool can replace. It is still important for the buyer to be welcomed, listened carefully, helped with the choice and not left alone with a huge range.

For personal results, the work of the whole team

The woman repeatedly received gratitude, was listed on the Board of Honor of the enterprise, and also participated in fairs and various professional projects. Together with her colleagues, she traveled to Moscow and St. Petersburg, where she represented Belarusian products.

But the title of “Minsk Man of the Year – 2026” was a special event for her. Kuleshova admitted that the award was both pleasant and exciting. At the same time, Minsk does not want to perceive it solely as a personal achievement.

- It's not just me. This is a recognition of the work of our entire team, management, people who work alongside me. And, of course, my family, who have supported me all these years. And the main motivator has always been customers - their gratitude, smiles, burning eyes. They made it clear to me that I chose the right path, the resident of the capital shared.

After a busy day, she tries to switch to a different rhythm: she loves nature, walks in parks and fresh air. He says that these simple things help to restore strength.

Young colleagues E. Kuleshova advises not to rush to draw conclusions about the profession. According to her, a lot becomes clear only with experience: first, a person learns to work with a product, then he begins to understand customers better, and eventually himself. And most importantly, she believes, to find a business that you really want to return to every day.

- Our job is very interesting. You can play different roles here. The most important thing is to love what you do and do what you love. Then experience comes, professionalism, and the desire to get better every day, she said.

Photo by Elizaveta Davidovskaya