We were lucky to catch up with Amy Amaral recently and have shared our conversation below.

Amy , thanks for taking the time to share your stories with us today Setting up an independent practice is a daunting endeavor. Can you talk to us about what it was like for you – what were some of the main steps, challenges, etc.

When I graduated from Esthetics school my plan was to work for one of the big Spa’s in my area. A week after I received my esthetic’s license 9/11 happened and there was a new higher freeze at all the large and small spas here on the central coast of CA. I was approached by a salon owner in my town who had a room for rent for an esthetician. My long term goal was to open my own business but I had zero clientele. I did decide since the spas were not hiring I would open my own business. I continued my day job as a Veterinary Technician as I slowly built my clientele at my skin care salon. I did not have a business plan, bookkeeper or accountant when I opened my business. I would advise anyone wanting to open their own practice to have a clear business plan in place including the right people to do the bookkeeping, marketing, and accounting. I tried to do it all which I would not recommend anyone doing!

Amy , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I have always loved skin care and makeup since I was a little girl thanks to my Nona! I used to sit for hours at her vanity using all her makeup and skin creams. When I was a teenager I found a passion for doing makeup and always followed a daily skin care routine. After I had my first facial in my early 20’s I was determined to go to esthetics school. I love connecting with other women and making them look and feel beautiful. My skin clinic has changed in the last 23 years. I no longer work in a salon but have my own skin care clinic. I specialize in advanced facial treatments including many different modalities. These modalities include HydraFacial, LED Light Therapy, Procell Microchanneling, Peels, Dermaplane , oxygen, lymphatic drainage, ultrasound, microcurrent & more. It is very important to me that my clients feel like family here at Pureskin Salon. Every client that comes in receives a consultation and a customized treatment plan for their specific skin care goals. I also design a home care treatment plan of products which are vital to enhancing their monthly facial services. I specialize in the treatment of the following skin conditions such as acne, hyperpigmentation, fine lines, wrinkles, aging and the overall health of my clients skin. I am very intentional about the skin care and makeup lines that I carry. I believe not only in the health of my clients skin but their whole wellness. It’s so important to me that my clients not only look and feel beautiful but that their mind, body, and soul feel more aligned after their treatments.
Another aspect of my business is that I’m a makeup artist. For 17 years I also did on location bridal makeup. I retired from that in 2018. I now do makeup consultations, lessons and tutorials for my clients. I absolutely love teaching my clients how to do their makeup using a clean makeup line like Jane Iredale. I am very passionate about the product lines I carry in my salon. There are so many beauty product lines it can be very confusing to clients. I like to keep it simple yet achieving their skin care goals. I think of it as a partnership! I am most proud of the fact that I started this business 23 years ago with a dream. I get to do a job I absolutely love touching faces and partnering with amazing women who become part of my Pureskin family!

Have you ever had to pivot?

March of 2020 is still hard to think about! The whole world shut down and my business was deemed non essential. I can remember my husband and I brought all of my skincare machines, devices & products to our home. My kitchen table was filled with all my makeup and skincare products. I had a difficult time not being able to see my clients and touch their faces. I am a firm believer in connection! I’m a big hugger and struggled being confined! I knew I needed to take action to keep my business alive but also give myself purpose. I decided to offer my clients home facial treatment kits! I stayed in constant contact via email and social media with my clients. Every day who ever ordered kits I would put them together with instructions and drive them to their houses. Most days I was able to wave at them through a window or chat with them from a far as I delivered their facial kit! I had to pivot in order to keep my business going. So many in my industry closed their doors!!! I never take my job for granite and feel blessed to get to do a job I love!

Putting training and knowledge aside, what else do you think really matters in terms of succeeding in your field?

I honestly feel that true authentic connection with my clients is what has made me successful. I truly care about my clients, their concerns, and their wellbeing. I make pre-calls to new clients, check on clients after their appointments and even write hand written thank you’s. It’s my goal that each client feels they are heard and taken care of.

Contact Info:

• Website: https://www.pureskin-salon.com
• Instagram: @pureskinsalon
• Facebook: Pureskin Aesthetic Salon
• Linkedin: Amy Amaral
• Youtube: @pureskinsalon

Image Credits

Haley Pezzini Mallory