We recently connected with Felicity Bienemy and have shared our conversation below.

Hi Felicity, thanks for joining us today. Can you talk to us about a risk you’ve taken – walk us through the story?

My entire brand has been about intentional risk taking. I am a veteran, I served 7 years. I knew I wanted to be in the beauty industry, but I was active duty. Due to that passion for beauty firing inside me, I took action. Within that action I risked sleep, I attended night classes for 6 months to become a certified esthetician. Soon after getting licensed, I opened my own practice, with no clientele. Wishing 6 months, I had full books every weekend. I worked active duty during the week, and esthetician on the weekend. I scaled my business from an investment of $1500, to 11K in 9 months— with only working on the weekends. After scaling, I took a risk and left the military because I was no longer happy, & wanted to pursue my passion full time. I left with 5k in my personal savings, starting virtual esthetics, while finishing my degree— and I’m the happiest I’ve been in a long time. I am financially free due to all the risk I decided to take, even when I was terrified. I always had this inner knowing that my heart, life, & most importantly the most high would never leave me astray or abandon me. My belief in myself, trust in myself, & risks paid off. Now, I am opening my services up to mentoring others through the embodiment of their dream/ highest/ most successful version on themselves.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your background and context?

Peace all,

I am Felicity Bienemy, a 27 year old divine woman from East Point, GA. I served in the United States Army for 7 years— from ages 18 to 26. Within the time I was in the services, I realized I had a deep passion for beauty, self- care, and wellness. This passion led me to signing up to attend esthetics school, even while active duty. I rose with the sun for formation at 0600 AM, attended night classes until 10:30 PM. After successfully completing the course of 6 months, I graduated and passed the bar to be licensed 6 months later. In 3 months, I established a beauty practice of my own— my business: WELL IN BEAUTY BY FE. I started out with 1500, & scaled to 11k in 9 months, working just weekends while still active. This allowed me to financially prepare to leave the military. I now offer virtual skin consults, guiding/ mentoring services, & well in beauty boxes. The problem I solve for my clients’ is reminding them that the intelligence of their body’s makeup, by turning them within. Every service dives below the surface and is tailored to the individual’s needs. The well in beauty box is literally wellness and beauty in a box, and aids in the journey back to self. That is what sets me apart. I honor the inner guidance system with my approach to beauty, not just the external. I am most proud of the expansion of my brand beyond just the beauty industry, but also the wellness & self care industry. My intention is to create an intentional community of likeminded individuals who are on a similar path to self. All of my future followers, fans, and clientele— I want you all to know that it is well with your soul. This brand, this community is built with that in mind, & at heart.

Can you tell us about a time you’ve had to pivot?

Once I left my military career of 7 years, I had to pivot. I not only had to pivot locations, homes— I had to pivot my mindset & my brand. My brand was now being called to reflect the new woman emerging from all the change and transformation I was undergoing. I surrendered to it, even when it was tough and it seemed like nothing was happening or going good. I had to surrender to the pivot. The entire time the pivot was truly just expansion in disguise.

What’s been the most effective strategy for growing your clientele?

The most effective strategy with growing my clientele has been to truly be myself. Show up as all of me, knowing that the right people will align, invest, & honor what my brand and I represent. Also, get super intentional and clear with my message— my why, and what my brand represents, & how it will benefit them tho invest not only in me… but themselves.

Contact Info:

• Website: https://holisticxstheticslyfe.square.site/
• Instagram: https://www.instagram.com/wellinbeautyby_fe/