We were lucky to catch up with Alicia S. Castillo recently and have shared our conversation below.
Hi Alicia S., thanks for joining us today. Risking taking is a huge part of most people’s story but too often society overlooks those risks and only focuses on where you are today. Can you talk to us about a risk you’ve taken – it could be a big risk or a small one – but walk us through the backstory.
Opening my business was a risk in itself. I started with zero clients, besides a few family members. I opened using no loans, no huge savings, or fancy equipment. I didn’t even have a towel warmer or steamer while working on my first client. I knew that I wanted to work towards my own dreams, rather than spending my life working for someone else. In May of 2021, I decided to pursue my passion and opened Aesthetics by Alicia. As I worked on building my clientele, I focused on continuing my education. I currently hold over 15 Advanced Esthetic Certificates, and have built a full book of clients.
Alicia S., 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?
My name is Alicia Castillo, I am 23 years old, and I am a second-generation Business Owner. I have successfully owned and operated Aesthetics by Alicia for 3.5 years. I knew that opening a business fresh out of beauty school would be a risk, however, I decided to pursue my passion while I had “nothing to lose”. While the first two years of business had ups and downs, I chose to focus on my existing clients, while also continuing my education. To this date, I am still operating out of my original storefront, in the heart of Albuquerque, New Mexico.
Being a Business Owner allows me to do what I feel is ethical in the Treatment Room. I truly love every single product that I carry in the Spa, and I exclusively work with brands that support their Professionals. Some of my favorites include; Celluma, Hale & Hush, ItalWax, Face Reality, and SkinAct.
I currently specialize in Brazilian Waxing, Acne, and Sensitized Skin. I believe that education is the most important part of being an Esthetician, which is why I continuously strive to further my knowledge. I enjoy participating in Educational Webinars and Spa Conferences to stay up-to date on Beauty Trends.
I am grateful that I have been able to create a safe-space for all. It’s extremely important to prioritize self-care given the fast-paced society we live in today. My Mission is to empower clients through knowledge, while helping them look and feel their best.
Where do you think you get most of your clients from?
The best source of new clients for me has definitely been Social Media. My Esthetics Instructor, Emily, always stressed the importance of Social Media since the first week of Beauty School. I have shared my Esthetics Journey since the beginning. I feel as if being authentic and showing up online has allowed my clients to feel as if they “know me”. My clients always love to see me continuing my education and attending Conferences because it shows them that I am passionate about being the best service provider possible.
Any thoughts, advice, or strategies you can share for fostering brand loyalty?
I keep in touch with my clients via e-mail, social media, and text.
Clients receive a monthly e-mail with updates regarding services, specials, and upcoming events. I have always created my newsletters from scratch, which keeps them authentic and entertaining. This engages current, previous, and perspective guests.
I do my best to be active on Social Media, specifically Instagram, on a daily basis. I currently manage my own social media pages, and work to create graphics on Canva on a regular basis. I like to share my daily schedules, educational material, and even some “behind-the-scenes” content to engage clients.
In-Studio, I like to foster brand loyalty by offering a Loyalty Program. Clients receive stamps for each service and product purchases, which keeps them coming back. I also offer a Referral Program which has tremendously helped grow my business. I always keep in touch with clients following Facial Treatments via text. This shows them that I care as a Service Provider, and also keeps me up to date as to how their skin responded to the Treatment.
Contact Info:
- Website: https://aestheticsbyalcia.square.site
- Instagram: @aesthetics.byaliciaa
- Facebook: https://www.facebook.com/AestheticsbyAliciaLLC/
- Twitter: NMEsthetician
