We caught up with the brilliant and insightful Lindsey Dacuma a few weeks ago and have shared our conversation below.
Hi Lindsey, thanks for joining us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?
When I was finally able to go to beauty school in 2020, it was with the goal of one day owning my own business. I knew it was going to take time and effort and I would need to learn as much as I could before jumping into doing my own thing. I worked in established spas for 5 years, picking up skills of my trade and financially preparing to open up my business. When I was in school and working I would often envision what my business would one day look like. I kept that vision with me and imagined it over and over and updated necessary things as I learned more about the beauty industry.
I saw what the owners of the spas I worked at were doing and I took note of what I liked, what worked and what fit with my vision. I am very grateful for the estheticians who taught me different techniques and services over the years. I really wanted to fine tune my technique in waxing and facials before taking the leap into entrepreneurship. The first couple of years were very intimidating and took a lot of hard work and patience with myself. Repetition is really what helped me the most, the best way for me to learn was to continue taking as many clients as possible and learn from each service to be better for the next. I felt very comfortable with my skills after about three years into my career and now after five years, I could wax in my sleep.
Once I felt like I had the skills, I started researching what booking system and website system would work best for me. I was able to get hands on experience with multiple systems in the spas I was working at. I also looked through multiple websites and watched videos on walkthroughs for different systems. I ultimately decided on a booking system that provided me with a full website, booking and payment system all in one application.
For my space, I knew I wanted a small suite I would have 24/7 access to. I wanted something with free, easily accessible parking that was also easy to find on a map. I toured salon suite businesses and also toured spaces I found on facebook marketplace. I decided on a suite space because the price point was there and the space was exactly what I needed with plenty of storage and a sink.
I launched my business about one month ago. I started a business Instagram page the week I opened and am gradually learning about the marketing side of things. I am meeting with marketing professionals to help me grow my clientele and get my business name out there.
It was really scary opening up my own business, but I knew I needed to just jump in and do it, otherwise I would have made excuses to put it off. I am so glad I decided to take the leap, I love being an esthetician and could not imagine doing anything else.
Lindsey, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
When I was growing up, everyone told me I should become a hairdresser because I loved doing my own hair and makeup. I never had the desire to do hair, but I loved all things skincare and wanted to learn more about it. I started working at Ulta Beauty when I was 22 and met a coworker who was going to beauty school to become an esthetician. I had no idea what an esthetician was, but when I learned more about it I knew that was what I wanted to do.
It took me about three years after that to save up enough money to go to beauty school and it was the best thing I could have done for myself.
I love my job and cannot believe I get to do it every day.
I offer body waxing services and do mostly brazilians which only take me 15 minutes. I also offer a 30 minute express facial and facial microneedling. I have trained in all of these services for the past 5 years.
My job is providing a quick, effective service that makes people feel confident, but the main thing I try to do every day is help people feel happy and love themselves. I strive to make every client feel comfortable and fully understand the service they are getting and how to take care of their skin afterwards for the best results possible.
What sets me apart is that during any service I provide, I check in with my client to make sure they are feeling okay. I over communicate to ensure no confusion and no one is suffering silently if they are in pain or uncomfortable from wax temperature, facial steaming temperature or anything else. I understand that beauty services can be anxiety inducing for some and I never want anyone to feel like they need to suffer until it’s over.
I love laughing with my clients and having a fun girly gab session. I love my clients and developing friendships with them is the best part of my job.
Can you share a story from your journey that illustrates your resilience?
In January of 2023 I slipped and broke and dislocated my ankle. I needed surgery and could not work for 3 months. Due to my inability to work, my husband had to work as much as he could and he could not take time off to help take care of me.
My mom, sister, and a few friends would come hang out with me sometimes, but for the most part I was on crutches in my condo with two sets of stairs, by myself.
As a result of my initial injury, I tore my meniscus in my knee and got surgery on that in September of 2023. That required another month of missed work. In April of 2024 I had surgery to remove painful hardware from my first surgery in 2023 and was out of work for another 2 weeks. And my final surgery was another meniscus surgery in December of 2024 which required another month of recovery.
One injury resulted in 4 surgeries over the course of 2 years. It was very hard at times to stay positive, I was in so much pain for so long and it was so hard being unable to work. I missed my clients and I missed meeting and helping new people every day. I did my best to stay positive and thought a lot about how amazing it would be when I could go back to work and eventually start my own business.
Even when I didn’t feel like I could see it, I knew there was a light at the end of the tunnel. I was lucky enough to have a fantastic community of friends and family who helped me as much as they could and I will forever be grateful for their help. Mentally I felt very alone, but I knew I would make it through and I knew it would take time.
Every time I healed from a surgery it felt like I was being told I needed another one and it felt like it would never end. Thankfully it did and I get to live my life “normally” again and the time I was stuck in bed and unable to walk was actually very instrumental in planning for my new business.
What’s worked well for you in terms of a source for new clients?
Word of mouth from my original clients and friends and family have been the best source for my business so far. I have a client referral program which grants a discount to both the referrals and the ones who referred them. I am constantly talking about my business to my friends and family and giving them my cards to hand out and asking them to share my website.
Networking in general has been instrumental in continuing to build my clientele. I love meeting new people and am always an open book which, I believe, helps people feel comfortable around me and affirms my authenticity.
Since I am still in the early days of my business, I am constantly looking for different ways to find and meet new clients.
Contact Info:
- Website: https://gorgeousesthetics.glossgenius.com/
- Instagram: gorgeousesthetics.lcd
