We recently connected with April Ennis and have shared our conversation below.

April, thanks for taking the time to share your stories with us today One of the most important things we can do as business owners is ensure that our customers feel appreciated. What’s something you’ve done or seen a business owner do to help a customer feel valued?

When I was at my old job, I had a client booked for a full set of lash extensions with me and when she came in, I noticed that she didn’t really have any natural lashes to apply any extensions onto so we talked about it and I told her I wouldn’t be able to go through with her service that day. She broke down in tears on my bed and told me that the reason that she was getting them was a very close friend of hers had passed away in an accident and she was actually going to their funeral in a few hours and that’s why she wanted the lashes done that day. We sat there for a bit and we talked about her friend and life in general for a while and I told her “you know what if you run across the street to the Walgreens and you buy some strip lashes what I can do for you is I can apply those strip lashes for you so you can feel a little bit more prepared for the service later.” She went across the street to the Walgreens and bought a couple pairs of strip lashes and came back to my studio. I had her lay down like any other client & played some relaxing music, and I applied some strip lashes for her. She also asked if I could help her put on a little bit of make up so I did. After we finished we just sat around and talked a little bit more and she told me that it was one of most kind things that someone had ever done for her. I haven’t seen her since but I think about her all the time! I really just wanted to help her out that day because I seen how much she was struggling and I had the time blocked off on my schedule so I went ahead and just spent that time with her.

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

My name is April Ennis (they/she) and I am a licensed esthetician & queer lash artist in Cary NC. I provide customized eyelash/brow enhancement services including lash extensions, lash lift, and brow lamination with my most popular service being lash extensions. Doing lashes kinda fell into my lap in 2018 when I decided to move away from my hometown and applied to a lash franchise to learn how to do lash extensions! I’ve always loved doing tedious work with my hands and it came so naturally to me. I instantly fell in love with it and knew that this was going to be my career. I worked for the franchise for a little over three years when I decided that it was no longer serving me and it was time to branch out! When I was working for the other job, I never really felt like I was able to fully be myself around my coworkers or my clients, and it really affected my every day life without me even realizing it. I opened up Jawbreaker Beauty Bar in April 2022. As a fat queer person in the beauty industry, I feel like there are a lot of people just kind of pushed to the side and left out and those people are mainly queer people, people of color, fat people, and disabled people. My main goal for my business and my brand is that my studio is a safe & comfortable space for all of those who feel uncomfortable or othered when they go somewhere for a beauty service. In my studio, I have an ADA compliant lash table with padding and heating, and it is adjustable to each persons body. My services are not gendered and my clientele is mostly trans/queer individuals. Most people in this industry, just assume that the only people that want these services are cis women and that’s just not true! These services can be gender affirming & they can also help you save time in your daily routine if you usually use mascara, strip lashes, or a lash curler! I am so proud of the fact that I stopped pretending to be someone that I am not and that I am able to be my authentic self with all of my current and potential clients.

What’s been the best source of new clients for you?

I get most of my clients through people finding me through Instagram hashtags & word of mouth referrals. I also network with other beauty service providers in my area so we can send each other clients.

How do you keep in touch with clients and foster brand loyalty?

I try to form genuine relationships with my clients & give them the best experience that I can. I remember little details from previous conversations, offer discounts for my regulars for their birthday, for referring people to me, and I give out little gift bags here and there for appreciation. I keep in touch with them through text, instagram, and emails!

Contact Info:

• Website: jawbreakerbeauty.com
• Instagram: https://instagram.com/jawbreakerbeautybar?igshid=YmMyMTA2M2Y=
• Facebook: https://www.facebook.com/jawbreakerbeautybar/
• Other: Tiktok: @jawbreakerbeautybar

Image Credits
Photo of me by Alexandra Williams