We recently connected with Samantha Vega and have shared our conversation below.
Samantha, looking forward to hearing all of your stories today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.
In the beauty industry, there’s a certain pressure to fit inside of this box where most spa’s + salons have this one general aesthetic with soft grays, beiges, and other neutral tones on top of the the general vibe being boho or glam, while of course I do appreciate all these elements, I wanted to create a space that reflected who I am as a person; an environment filled with loving energy, where people can feel safe, and be themselves while walking into this one of a kind spa. I have incorporated a lot of elements to my spa that aren’t seen as “typical”, from my art work, general aesthetic, down to the names for my services. Before I even meet new clients, they can sense the authentic energy through my social media, the way I present myself and my spa, they always say they feel like they know me before even getting to meet me in person. Because of this, it’s allowed me to create deep & meaningful connections with everyone who walks into my space. As a service provider I feel like it’s crucial to have these close relationships to my clients and not something that’s surface level or almost robotic, and dry. I truly love it as well, at this point in my career my “clients” have become like my friends & family.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
My name is Samantha, and I am the sole owner and esthetician of Ethereal Aura. I specialize in facials, body waxing, and offer healing services such as yoni steaming & sound baths. I started my business straight out of quarantine back in May 2020. If I’m being honest, I never saw it in the cards for myself to become a business owner, but after my first (and only) spa job, I knew that if I wanted to stay in the beauty industry that was going to be my only choice. Working for someone else wasn’t a great fit for me, I ultimately just felt very limited. Being able to have full control and creative freedom inspired me to create something that really hadn’t been done, at least not locally. I began my business from home out of spare bedroom, I truly didn’t think I would be all too busy but I went from having 13 clients, to 200+ in just a year. After some time, I knew I was outgrowing my small room, and through internet connections I had found what became my business’s new home- Boundless Retrieval. Danielle Hollingsworth, the owner of this beautiful and cozy holistic store just so happened to have an extra room available for rent and allowed me to do anything my heart desired to create my dream spa, and Ethereal Aura was born. I chose the name Ethereal Aura because ethereal means heavenly, or otherworldly and so, I wanted that to be how people felt in my space and when leaving to go about their day. The goal has always been for people to feel heavenly and harmonious within themselves as well. Besides being able to help heal their physical body, their spiritual body is also being healed simultaneously. I wanted my spa to reflect who I am and what I’m all about. It’s a unique + eclectic spot with elements of astrology, spirituality, glamour, and even a hint of horror. It’s reflected in my aesthetic and my services. Every month I create advanced facials based of the zodiac sign we are currently in. Based off the sign’s information and characteristics, I curate these facials to embody that energy. Creating a space that was so out of the norm, came with the risk of it not being everyone cup of tea, however I firmly believe that the people that were/are meant to be my client, will come. By showing up as my authentic self and putting that energy into my space, it’s created this safe + peaceful zone where my clients can let their guards down and not worry about feeling judged or out of place. I look forward to seeing every single person who comes to Ethereal Aura because at this point I consider my clients to be my friends. Not only am I able to help with concerns about their skin, body hair, etc, but I’m able to see them grow as people and I find that so beautiful. A lot of my clientele has been by my side since my humble home studio so they have also seen me grow, so these connections run deeper than just service provider and client. Even with new clients, there’s just an instant connection! I love to help and empower people in general. I’m constantly making online connections as well with other business owners whether they’re down the block from me, or in a completely different country! I’m a part of this community that can sometimes be looked at as competitive, saturated, and drama filled but I wanted to be someone who changes that narrative so that others can feel just as happy as I do in this industry or for them to take the leap to do it if they feel passionate about it but feel intimidated. I want everyone to know whether they’re my client, friend, or even a stranger, that Ethereal Aura will always be safe and inclusive space for all!
What’s a lesson you had to unlearn and what’s the backstory?
One of the biggest lessons I’ve learned in business is to never compare myself to someone else. Of course that’s easier said than done especially if you see someone doing the same exact thing as you, but seem to be busier, making more money, or their business is growing at a faster rate than yours. Specifically with social media, we have to remember that most people don’t post their struggles or downfalls. They show you the best parts that show all the success. When I first started my business, being home based and seeing other estheticians having their own established suites or even spas made me feel extremely intimidated and discouraged. It made me question why anyone would even consider me as their service provider solely because I worked from home and felt like that wasn’t enough. That’s what drove me to create a unique experience. Instead of focusing on what I didn’t have at the time, I made the best out of my situation and started to focus on my business and the goals I had for it. Instead of seeing my esthetician friends who had established suites/spas as competition, I realized that even if my spa was already out of the house and established, people weren’t coming to me because of my location. People were drawn to my work, and my energy. Just like their clients were for them! So its just another human experience we go through when we compare ourselves, but when we start to focus on ourselves, the goals, and realize we all have our own unique magic to offer it makes it so much better and easier to see that comparison is really just a thief of joy.
We’d love to hear the story of how you built up your social media audience?
Being in the beauty industry and being a business owner, you have to market yourself to in order to grow. I used to hate content creation. It would give me anxiety when I even thought about having to post. I put so much pressure on myself thinking I had to post at least 3 times a day in order to grab people’s attention. I was creating an insane amount of content but it wasn’t getting much attention. I truly had no idea what I was doing wrong until I realized it was really just QUALITY over quantity. As a goal for 2024, I told myself that I wasn’t going to pressure myself into mass production of content just for the sake of posting. I started spending more time creating quality content, and if that meant I went a few days without posting just to finish a few great projects then that’s completely okay! I also started showing more of myself. Without getting too personal, but still allowing my followers to see me showing up authentically with not only posting my successes, but also some struggles that really just show “hey, we’re all human, and this is completely okay if you’re dealing with it!” It makes people feel seen and that they can relate to you. I think that’s especially important in this day in age where social media influencing is on the rise, can sometimes come across as disingenuous.
Contact Info:
- Instagram: https://www.instagram.com/ethereal_esthetician?igsh=cDR6amtyaXR1bmFz&utm_source=qr
- Facebook: https://www.facebook.com/profile.php?id=100094279730993&mibextid=LQQJ4d
Image Credits
Megan Pearson