We recently connected with Dorka Jones and have shared our conversation below.
Hi Dorka, thanks for joining us today. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea
Years ago I was working as a makeup artist on a reality TV show, and one of my clients Ashley, who I had the opportunity to glam for most of the season, mentioned something that really stuck with me. She said that when she was traveling, it was surprisingly difficult to find a place where you could just walk in and get great makeup done quickly. She also told me she wished more places offered the kind of glam I specialize in, which is makeup that looks beautiful both in person and on camera. One day she asked me if I’d ever consider partnering with her to create a makeup studio focused on quick, high-quality services, with the long-term goal of expanding into major cities. With her business expertise and my creative background in the industry, it felt like a natural fit.
At first I was a little hesitant because my work schedule involves a lot of travel, and I wasn’t sure I could commit the time a new business would require. But we were able to find a structure that worked for both of us, and that’s really where the dream of Musea began. Together, we wanted Musea to fill a gap, not only for clients who need accessible, high-quality makeup services, but also for makeup artists looking for more opportunities to work and grow in the industry.
With Ashley’s full trust and support, I took the lead on the creative direction, developing the design, decor, logo, and color palette for the space. Once everything was approved, Ashley helped bring the vision to life, from the custom makeup stations to the overall build-out.
We visited several potential locations, and Nashville ultimately felt like the perfect city to launch our first studio. From there we developed our hiring and training process, and in just about two short months from securing the location to build-out, we opened our doors this past December. The response has been incredible, and we’re already looking toward expansion.
Dorka, 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?
I’ve been a professional makeup artist for about 10 years. Right after high school, I attended Paul Mitchell because I knew I was completely obsessed with the beauty industry and wanted to pursue it seriously. Shortly after graduating, I began working at Sephora growing into Operational Manager and then to a Senior Educator. After 3 years of growing my artistry and clientele, I began freelancing which eventually developed into traveling full-time for work, which truly has felt like a dream come true!
As my career continued to grow, expanding into new creative spaces felt like a natural evolution. When I graduated from cosmetology school, the only options for gaining experience were working at places like a makeup store. There weren’t many pathways for artists to immediately step into the industry and really develop their craft in a hands-on way.
That gap is what inspired Musea. We wanted to create a makeup-focused salon that not only serves clients, but also creates another entry point for artists into the industry. It’s a place where emerging artists can gain real experience, build confidence, and grow professionally.
At the same time, it’s been a great space for established makeup artists as well. Many artists travel or freelance, just like I do, so Musea gives them the opportunity to fill gaps in their schedules, take on additional clients, and continue practicing and refining their artistry.
What’s been the most effective strategy for growing your clientele?
Growing my clientele has always felt very organic to me. I’ve always believed that the clients meant for me will naturally find their way into my chair and I try to create an experience that truly reflects who I am as an artist.
Social media has been a big part of that. I post consistently so people can see a real-life portfolio of my work, get familiar with me as the artist and even see what my setup and kit look like. I think that transparency helps people envision themselves in my chair and feel comfortable booking with me.
The in-person experience is just as important. I always show up professionally with clean tools, brushes, and a well-organized kit, and I try to go above and beyond for each client’s individual needs. I treat every person in my chair like a new friend, I genuinely enjoy getting to know them and building that connection. As a people person, that’s one of the most fulfilling parts of my work, along with helping someone feel confident and ready to take on their day.
And of course, word of mouth has been incredibly powerful. When someone has a great experience, they naturally share it with others, and that’s always been the most exciting and meaningful way for my business to grow.
Do you have any insights you can share related to maintaining high team morale?
For most of my career, I’ve primarily managed myself and occasionally a few artists who were assisting me on jobs. With Musea, though, I’ve stepped into a completely new season where I’m leading and growing a full team and it has stretched me in the best way.
When it comes to building a team, the most important things to me are setting clear expectations and creating a healthy, supportive work culture with open communication. I really value positive and uplifting attitudes, both within the team and in the way we interact with our clients. I look for people who take ownership of their responsibilities, support one another when needed and feel comfortable speaking up if something could be improved. We try to set everyone up for success by making sure the studio and stations are fully stocked with what they need and we provide ongoing education at least once a month in addition to their onboarding. We also hold team meetings so everyone stays connected and aligned.
Ultimately, our goal is for our artists to feel comfortable coming to us for anything. I want there to be mutual respect across the team so that everyone feels supported, valued and able to succeed together so we can all win.
Contact Info:
- Website: https://www.dorkajones.com
- Instagram: @dorkajjones
Image Credits
Jeannie Albers
Ehsan Zarrin
Brian Christopher