We recently connected with Shannon Nottoli and have shared our conversation below.
Shannon , thanks for joining us, excited to have you contributing your stories and insights. Alright, so we’d love to hear about how you got your first client or customer. What’s the story?
I got my very first client the old-school way—by simply telling everyone what I was doing. I had just started my business and was working out of a tiny closet in a salon, but I was excited and confident in what I could offer. I posted about my services, talked about it to anyone who would listen, and one person decided to take a chance on me. That first appointment meant everything. It reminded me that every big business starts with just one client who believes in you.
I still see a lot of my clients that first came to me 8 years ago when I first moved to NC from FL
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.
I’m the owner of The Lux Loft and the founder of LashOutBrowDown, and my journey into the beauty industry started in the most humble way possible—working out of a tiny closet inside a salon. I didn’t start with a big team or a big space, just a passion for beauty, a strong work ethic, and the belief that I could build something special for my clients. Over time, that little closet turned into a full salon of my own, which has been one of the most rewarding experiences of my life.
At The Lux Loft, we focus on services that help women feel confident and polished in their everyday lives—lashes, brows, permanent makeup, tiny tattoos, and other beauty services that enhance what’s already there. My goal has always been to create a space that feels elevated but still welcoming, where clients can relax, feel taken care of, and leave feeling like the best version of themselves.
What really sets my brand apart is the experience. I’ve always believed beauty services should feel a little luxurious and intentional, not rushed or transactional. From the aesthetic of the space to the quality of the work, everything is designed to feel modern, cozy, and elevated. I also love mentoring and helping other artists grow in the industry, because I remember what it felt like to be just starting out.
What I’m most proud of is building a business from nothing and turning it into a brand that people trust. My clients aren’t just appointments on a schedule—they become part of the community we’ve built. I want people to know that my brand is rooted in authenticity, hard work, and genuine care for the people who sit in our chairs.
Any insights you can share with us about how you built up your social media presence?
I built my audience on social media the same way I built my business—slowly and authentically. In the beginning, I was just sharing my work, my progress, and the behind-the-scenes of learning and growing in the industry. As clients started loving their results, they shared their experiences, which naturally helped my audience grow. Consistency and showing real results made a big difference.
My biggest advice for anyone starting out is to be consistent and genuine. Post your work often, show your personality, and don’t be afraid to let people see the process. Social media works best when it feels real, and over time those small efforts add up to a loyal community.
Can you open up about how you funded your business?
I started my business with very little capital and kept things as simple as possible in the beginning. I focused on investing in the essentials I needed to get started—my training, basic supplies, and a small space to work from. I built the business gradually by reinvesting the money I made from each client back into better products, education, and eventually a larger space.
It wasn’t about having a huge amount of money upfront—it was about being resourceful, working hard, and growing step by step. Over time those small investments added up and allowed me to build the business into what it is today.
Contact Info:
- Website: http://linktr.ee/theluxloft
- Instagram: TheLuxLoft / LashOutbrowdown
- Other: https://LashOutbrowdown.net
Image Credits
Mary Jenkins