Our emigration: the success story of a Ukrainian in Argentina

Alexander Evterev is 32 years old, an emigrant from Ukraine and the owner of the most popular chain of stores in Buenos Aires.

Фото: Depositphotos

His story told edition with the BBC.

Its chain is not the largest in the city; its two closest competitors have more stores. But El jevi in the Argentine capital can be found at almost every turn.

Almost all of them are located on the corner of the streets and work around the clock.

There you can buy sweets, cigarettes, drinks, personal hygiene items, batteries, biscuit biscuits and a lot of various delicacies.

But Ukrainians do not differ from other stores by the assortment of goods, but by what they can hear.

Alexander Evterev is a typical Slav with blue eyes and a strong physique. In his youth he was fond of music in the style heavy metal.

Then he managed his parents' store in Varela, a suburb of Buenos Aires where crime and low incomes are rampant.

The young Ukrainian moved with his parents to Argentina, fleeing from the crisis after the collapse of the Soviet Union. Then he was nine years old.

The locals called him "el jevi"for the fact that the guy often played songs in his store Megadeth and Metallica.

"They didn't know how to write heavythat's it el jevi"he recalls.

Evterev calls his case “a story about overcoming difficulties.” One of many stories in Argentina of an immigrant who found his place in society through the implementation of a new idea.

El jevi He worked in nightlife, restaurants, shops, but always wanted to have his own business.

Recipe for success

Ukrainian opened his first store in 2013 year. Today their already 28. According to the businessman, his success has three components.

The first is the atmosphere and interior. This sets his stores apart from the rest. Heavy rock sounds here, the windows are decorated with posters with fonts in the style of album covers of your favorite bands, and you can also buy key holders and pipes decorated with images in a similar theme.

The second is related to the professional experience of his ex-wife Gabriela Fernandez. With her, Alexander Evterev met at a disco, where he worked as a security guard.

Fernandez was also interested in hard rock, but was a manager by training. After graduating from university, the girl worked as an HR specialist in an international corporation Unilever - manufacturer of goods sold El Jevi.

“He is in charge of the creative side, and I am in charge of the order,” explains Fernandez.

"Argentines are ambitious"

“I never wanted to be envied,” says the Ukrainian.

“My parents were very strict with me. These are Soviet people... They always followed the rules and raised me in strict traditions,” he adds.

Perhaps some of these traits are inherited by Alexander. And maybe the thing is heavy metal.

“Maybe I just know something,” he laughs.

Evterev’s ex-wife agrees with his opinion that “work culture is not developed in Argentina.”

And they managed to build a successful business thanks to a combination of Argentine and Ukrainian cultures.

About 60% Subordinates El jevi — foreigners, people from seven different countries. Seven supervisors, 70% of administrators and 60% of sales associates in his stores are women.

Spouses divorced a few months ago, but maintained friendly relations. They do not have their own cars or individual cabinets. Moving around the city on bicycles or use public transport.

“Two weeks ago I was in negotiations with a woman who has only two kiosks, and she lives in the house of Marcello Tinelli (the most popular TV presenter in Argentina),” says the Ukrainian, hinting at a prestigious area of ​​​​Buenos Aires.

“Argentines are ambitious. They want to spend time in the company of a top model, but do not have the funds to take her to Putna del Este (a resort in the south of Uruguay). They feel like Europeans; they want to earn money, but without making any effort,” says the Ukrainian.

Fernandez adds: “The cultural factor is very important here: working in kiosks is not prestigious. This is the lowest rung of the commercial ladder. For the same salary, an Argentine would rather work in Adidas«.

“I wouldn’t say that I was smarter than my management. It’s just that, unlike him, I was ready to work,” sums up the Ukrainian.

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