We caught up with the brilliant and insightful Shannon Nottoli a few weeks ago and have shared our conversation below.

Shannon , appreciate you joining us today. Parents play a huge role in our development as youngsters and sometimes that impact follows us into adulthood and into our lives and careers. Looking back, what’s something you think you parents did right?

They showed me what hard work looks like—no shortcuts, no excuses. They didn’t hand me everything, but they gave me just enough grit, hustle, and belief in myself to figure it out. That foundation made me fearless in business.

They taught me work ethic by example. My parents used to work multiple jobs—sometimes they would leave before the sun came up and come home long after I was in bed. One day, I remember asking them “Aren’t you tired?” and they smiled and said, “Of course. But we do what we have to do until we get to do what we want to do.” That stuck with me. When I was building my business—working for the wax company during the day, lashes mid day and front desk at night—I sometimes would think back to that moment. That mindset is exactly what got me from a closet-sized room to owning a full salon downtown.

Shannon , 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’m the owner of The Lux Loft, a salon I built from the ground up—literally. I started my lash business in a tiny closet inside another salon while working two jobs, and now I run a beautiful space in downtown Varina where beauty pros can thrive. I specialize in lashes and esthetics, and my salon offers hair, nails, skincare, and more through a team of talented independent artists.

What sets me apart is the vibe—I’ve created a space that feels both elevated and real. Clients come for the beauty services but stay for the connection, the energy, and the confidence they walk out with. I’m most proud of the journey: starting small, staying consistent, and now being able to help others grow too. My brand is all about grit, growth, and glam

Any advice for growing your clientele? What’s been most effective for you?

Hands down, the most effective strategy has been word of mouth and building real relationships. I focused on giving every client not just great lashes —but a great experience. People remember how you make them feel, and that turns into referrals. One happy client turns into five when they’re excited to talk about you. I’ve always believed that relationships build reputations, and reputations build businesses.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

Yes! One that really stuck with me is Atomic Habits by James Clear. It taught me that small, consistent changes—not big, dramatic ones—are what really create momentum in business and in life. I also love listening to Ed Mylett’s podcast; his mix of mindset, leadership, and raw honesty always gives me a push when I need it. And honestly, a lot of my philosophy comes from real-life experience—trial, error, and learning from other beauty pros hustling just like me. I think the best lessons come from doing and growing through it.

Contact Info:

• Website: https://LashOutbrowdown.com
• Instagram: https://www.instagram.com/lashoutbrowdown?igsh=djA2ZmV5N2Zub2Jn&utm_source=qr
• Facebook: https://www.facebook.com/share/14Do6UJBgma/?mibextid=wwXIfr

Image Credits

Tia Roy, Keisha Brueckner, Alex