We caught up with the brilliant and insightful Alida So a few weeks ago and have shared our conversation below.
Hi Alida, thanks for joining us today. Any thoughts around creating more inclusive workplaces?
After earning my bachelor’s degree in Accounting and a Master’s in Global Finance in Manhattan, I made the decision to move to a peaceful town in Bergen County, New Jersey. What initially seemed like a serene escape soon revealed a significant market gap: a lack of salons that catered to diverse hair types and needs.
As someone who regularly relied on braiding and other specialized hair services, I quickly realized that the limited options available were not only inconvenient—often requiring long trips into New York City or further into New Jersey—but also reflective of a much larger issue. The scarcity of services for people like me spoke to a deeper lack of understanding and inclusivity in the beauty industry.
One experience in particular stands out. A salon refused to perform a silk press, a service that is typically standard, simply because they were unfamiliar with my hair texture. For me, this moment was more than just a denied service; it was a painful instance of exclusion. It highlighted the broader problem of inadequate training and a lack of accommodation for diverse hair types.
This pivotal experience became the foundation for the spa I own today. I built my business around the core principle of inclusivity—addressing a clear and urgent need within my community. At my spa, inclusivity means much more than just offering services; it means providing culturally competent care, offering products suited for all hair and skin types, and fostering an environment where everyone feels welcome and valued.
For me, inclusivity is a commitment to making sure every individual feels a sense of belonging, whether that’s through the representation of diverse staff or by creating a responsive service model that accommodates the unique needs of every client. It’s about ensuring accessibility, and embracing diversity in all its forms.
Today, my spa stands as a testament to the power of inclusivity. It’s not just a core value—it’s a necessity for building a thriving, engaged community where everyone feels seen, heard, and cared for.
Alida, 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?
From a young age, I was drawn to both entrepreneurship and beauty—specifically hair, skincare, and wellness. It was a passion that never faded, and I always knew I wanted to create something special in the beauty industry. However, the creation of Elyel Beauty Parlor was not only a dream come true but also a response to a significant need I saw in the market. This journey was also deeply influenced by the personal transformation I experienced after becoming a mother, which gave me a new sense of purpose.
When I decided to open my beauty business, it wasn’t just about turning a passion into a career—it was about filling a glaring gap in the market. Living in a diverse community, I noticed a lack of beauty salons that truly catered to the needs of clients from different ethnic backgrounds. I envisioned a space where everyone, regardless of their hair type, skin tone, or beauty preferences, could come and feel seen, cared for, and pampered. I didn’t want to open just another braiding salon; I wanted to create a full-service beauty parlor that addressed every client’s unique needs and provided top-quality service.
At Elyel Beauty Parlor, we offer a wide range of services, from natural haircare and braiding to advanced nail techniques like Russian and French manicures, lash and brow services, and personalized skincare treatments. My mission was clear: to provide a space where clients didn’t have to compromise on quality, customer service, or cleanliness—things I had personally found lacking in many other salons. I’ve walked into salons where sanitation was an afterthought, leaving me to finish my services myself. Those moments solidified my commitment to setting a new standard for excellence in the industry.
To bring this vision to life, I collaborated with an interior designer to create a space that is both soothing and luxurious, where every corner is designed to make our clients feel at home. We paid attention to every detail, from color schemes to decor, to create an environment that welcomes and relaxes everyone who walks through our doors.
What truly sets Elyel apart is our unwavering commitment to inclusivity. We offer services for clients of all ethnicities, ensuring that everyone feels comfortable and valued. We’ve styled hair for clients from a variety of backgrounds, from braiding for Asian clients to natural haircare for African American clients, and our aesthetic services are always tailored to meet each individual’s needs. Whether it’s creating a minimalist nail design or intricate patterns, our goal is to meet each client where they are, with respect and care.
Inclusivity extends beyond just our services—it’s embedded in our team as well. Our staff comes from diverse backgrounds, and many speak multiple languages, allowing us to connect with clients on a deeper level. This diversity has been key in building a loyal clientele, with customers traveling from as far as South Jersey just to experience what Elyel has to offer. They return not just because of the quality of our work, but because they feel genuinely valued and treated as individuals, not just another customer.
At Elyel, we’ve created a sanctuary for everyone—from busy mothers to corporate professionals—who seek a place to relax and enjoy self-care without compromising on quality. Our clients often share that they come not only for the services, but for the feeling of being truly cared for, which is one of the greatest rewards for me as a business owner.
Elyel Beauty Parlor is more than just a business; it’s a space where passion, purpose, and inclusivity intersect to create a truly exceptional beauty experience. We continue to set the standard for what a luxurious, inclusive beauty parlor should be, and I am incredibly proud to lead this vision forward.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
Building a strong reputation within the beauty market has been a multifaceted journey at Elyel Beauty Parlor. Several key factors have contributed to our success, starting with the most important: the quality of our work. Our clients know that every service, from intricate braids to detailed skincare treatments, is performed with precision and care. We focus on tailoring each experience to the unique needs of the individual, and that dedication to excellence has been the foundation of our reputation.
Equally important has been our strategic use of social media platforms to reach a wider audience and showcase our expertise. We’re active on Instagram, Facebook, and TikTok, each of which plays a pivotal role in our growth. Many new clients first discover us on TikTok, drawn to our service videos. From there, they visit our Instagram to browse our portfolio and check out our Google reviews before booking an appointment online. This social media strategy has not only increased visibility but also created a connection with potential clients even before they walk through our doors.
In the early days, Facebook groups were instrumental in generating local leads. But as we gained traction, especially on TikTok, we adapted our strategy to create engaging content specifically for that platform, which now generates a large portion of our leads. While attracting traffic was challenging at first, we quickly realized that client retention was the true key to sustained growth.
Our approach to retention has been simple but effective: we prioritize the client experience. I personally follow up with clients after each visit to gather feedback and ensure their satisfaction. This not only helps us improve but also reinforces our commitment to making every client feel heard and valued. But more than that, it’s how we make our clients feel during their time at Elyel that has had the greatest impact.
I believe my naturally welcoming personality, combined with a genuine love for taking care of people, has had a profound influence. Clients often mention how comfortable they feel in our salon, and many greet us with hugs upon arrival and departure. This warmth and personal connection have turned our clients into advocates, and word-of-mouth referrals have been a powerful driver of our growth.
Ultimately, our reputation has been built on a combination of exceptional service, a strategic social media presence, and a heartfelt commitment to making every client feel like family. It’s this winning formula that has not only brought new clients through our doors but has also nurtured lasting relationships that form the heart of our business.
We’d love to hear a story of resilience from your journey.
Looking back at the road to opening Elyel Beauty Parlor, the word that resonates most with me is resilience. It wasn’t a smooth journey; in fact, it was the struggles and moments when I felt truly tested that shaped not only the business but who I am today. What I’ve learned is that when faced with obstacles, I focus on the “landing place”—the vision of where I want Elyel to be—and take small actions that move me closer to that goal, rather than getting bogged down by the challenges themselves.
At the time, I was working as an international accountant at a nonprofit in New York City, a demanding job that left little room for anything else. On top of that, I’m the mother of a child with special needs, and his care required constant attention. Finding reliable home nursing was an ongoing struggle, and sleep was often a luxury—sometimes only three or four hours at best. Those few hours were spent monitoring medical equipment, making sure everything was running smoothly. It was exhausting, both physically and emotionally.
Then there was the salon renovation—a whole new level of challenge. The budget I had planned was blown completely out of the water—by four times. I still remember the day I received a violation notice from the town for a license I didn’t even know I needed. It cost thousands of dollars and created a wave of stress that felt almost unbearable. There were moments when I wondered if I had bitten off more than I could chew, and I seriously questioned if it was all worth it.
In those dark times, my faith became my lifeline. Prayer gave me strength when I had none left. It reminded me that, even when things seem impossible, there is always a way forward. I learned something profound: you don’t know how strong you are until you have no choice but to be strong.
After what felt like an eternity of sleepless nights, financial setbacks, and moments of self-doubt, Elyel finally opened its doors. The feeling was like giving birth—a mix of exhaustion, relief, and overwhelming joy. But like motherhood, opening the doors was just the beginning. Running a business, I quickly learned, is like raising a child—it requires constant nurturing, attention, and, above all, resilience.
Today, I’m a full-time business owner and still a devoted mother to my amazing child, who continues to teach me about strength and patience every day. Things haven’t necessarily gotten easier, but I’ve grown stronger. Elyel isn’t exactly where I envision it to be yet, but when I look back at how far we’ve come, I feel an immense sense of pride. Every hurdle we’ve overcome was a step toward building something truly special—for me, for my clients, and for our community.
This focus on the future also influences my decision-making. My long-term vision is to expand Elyel to other towns and states. To achieve that, I knew we needed to strengthen our marketing efforts to reach a broader audience, so I made the decision to hire a full-time marketing person. I worried if it was the right move financially, especially after we’d just invested heavily in expanding our salon’s skincare services. But then I reminded myself of my “landing place”—where I want Elyel to be by the end of 2025—and I knew it was the right choice.
This journey has taught me that resilience isn’t about never falling down; it’s about finding the strength to get back up every single time, keeping your eyes fixed on where you want to go. Elyel Beauty Parlor is a testament to that spirit, and it inspires me to keep pushing forward, no matter what challenges lie ahead.
Contact Info:
- Website: https://www.elyelbeautyparlor.com
- Instagram: elyel_beauty_parlor
- Facebook: Elyel Beauty Parlor
- Linkedin: Alida So
- Youtube: Elyel Beauty Parlor
- Other: Tiktok: Elyel Beauty Parlor
