We were lucky to catch up with Amy Gonzalez recently and have shared our conversation below.
Amy, looking forward to hearing all of your stories today. Taking care of customers isn’t just good business – it is often one of the main reasons folks went into business in the first place. So, we’d love to get a conversation going around how to best help clients feel appreciated – maybe you can share something you’ve done or seen someone do that’s been really effective at helping a customer feel valued?
Absolutely. One of the moments I’m most proud of happened with a client named Katy. She came in on March 17 for a lash lift, but unfortunately, her lashes didn’t lift as expected. I even tried redoing the service the same day, but there was little improvement. I was genuinely heartbroken, because I take a lot of pride in my work and care deeply about my clients experiences.
I followed up with her the next day to check in, and she let me know her lashes had completely flattened. Even though it was tough to hear, I was so grateful she was honest with me. I immediately offered her a complimentary lash lift the following month to give her lashes time to recover, because this isn’t just about money for me, it’s about trust and doing the right thing.
Leading up to the second appointment, I did more research, switched out the products I used different rods, stronger glue and I took my time to be even more precise and careful. We had her come back in on April 14, and this time, everything went beautifully. Her lashes looked amazing, but more importantly, she left happy and feeling cared for.
I think what made that moment so powerful was the mutual trust. She gave me a second chance, and I took it seriously. It reminded me that being an Esthetician isn’t just about results it’s about connection, safety, and making people feel seen and valued. That’s how I show appreciation: by always striving to give my clients the very best, even if that means owning mistakes and going above and beyond to make them right.
Amy, 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?
My name is Amy Gonzalez, and I’m a bilingual (Spanish-speaking) licensed esthetician and the proud owner of Beloved Esthetics. I’m 25 years old, deeply family and friend-oriented, and incredibly passionate about helping others feel confident in their skin.
The beauty industry has fascinated me since high school. I’ve always loved skincare, beauty, and the confidence that comes from feeling good about yourself. But back then, becoming an esthetician wasn’t something people talked about it didn’t seem like a “real” career option. Like many others, I started college right after high school, but without reliable transportation or financial support, I realized it wasn’t the right time.
Instead of rushing into a career I wasn’t passionate about, I decided to take a gap and save up. When I was 23, I finally gave myself permission to follow my dream and enrolled in esthetics school. It wasn’t easy. I worked a full-time job from 8am to 5pm, then headed straight to class from 5:00pm to 9:30pm. There were nights I wanted to give up from pure exhaustion, but I pushed through. I look back now and honestly don’t know how I did it but I’m proud that I did.
I graduated with a license and 9 certifications, and I now run Beloved Esthetics while still working a full-time job. My services include custom facials, lash lifts, brow lamination, dermaplaning and more. I proudly use Dermalogica products in my treatments, and I tailor every service to each client’s skin and goals.
What truly sets me apart is that this work isn’t just a business to me it’s personal. I genuinely care about every person who walks through my door. My focus is on building trust, making people feel safe, and making sure they leave feeling better than when they came in. It’s not about the money it’s about connection, confidence, and care.
What I’m most proud of is how far I’ve come and the relationships I’ve built with my clients. Beloved Esthetics isn’t just a brand it’s a reflection of everything I believe in: love, growth, resilience, and self-worth. If you’re someone looking for more than just a service if you want to feel seen, heard, and cared for—you’re always welcome here.
Has your business ever had a near-death moment? Would you mind sharing the story?
Yes this story is deeply personal, and it’s one that completely reshaped how I see life, business, and purpose.
On December 22, 2023, I got the most heartbreaking phone call of my life. My dad had been rushed to the ER after a horrifying accident. While filling up a diesel truck tire, the rim suddenly flew off and hit him in the head crushing part of his skull and causing a traumatic brain injury (TBI).
Doctors told us not to expect much. A TBI like that can be life ending or life changing in the most devastating way. It can affect a person’s ability to speak, move, remember, or even function independently. But even in the face of that diagnosis, I still had hope and so did my dad.
That day, I had to cancel a client and everything in my world came to a screeching halt. My business, Beloved Esthetics, was still new and growing, and this situation became a near-death moment for it too. I wasn’t able to take on many clients in the weeks and months that followed. I had to make a choice and I chose my family. I chose to be at the hospital every night after working my full-time job, after squeezing in whatever clients I could. I chose to make sure my dad wasn’t alone during the fight of his life.
There were moments where I worried Beloved Esthetics might not survive. I wasn’t marketing, I wasn’t building like I had planned, and I couldn’t be fully present for my clients. But I knew in my heart I was exactly where I needed to be next to my father.
Watching him fight through the unimaginable learning to walk, think, and function again reminded me of what true resilience looks like. And in that, I found my own strength. I thought, “If my dad can conquer this, then there’s nothing life can throw at me that I can’t handle.”
That mindset became the foundation of my business moving forward. Beloved Esthetics isn’t just about skincare it’s about care, period. It’s about understanding that behind every client is a story, a struggle, a reason they need to feel seen and cared for.
My dad’s recovery didn’t just change our lives it gave me the fuel to keep going. To rebuild. To serve with more compassion than ever. And to remember that when you lead with love and put family first, everything else will find its way.
Where do you think you get most of your clients from?
The best sources of new clients for Beloved Esthetics have definitely been Instagram and word of mouth—and honestly, I’m so grateful for both.
Instagram has truly helped my business grow. I treat it like my digital storefront it’s where I showcase my work, connect with my audience, and give people a real glimpse into who I am, not just as an esthetician, but as a person. I post every single day, whether it’s before-and-after results, skincare tips, behind-the-scenes clips, or real client moments. Consistency has made a huge difference. People start to feel like they know me before they even book, and that builds trust.
But what really means the most is the word of mouth. When a client leaves happy and recommends me to their friends or family, that’s the biggest compliment I could ever receive. It tells me they felt cared for and that’s what my business is all about. I don’t just want to provide great results, I want people to leave feeling seen, valued, and beautiful.
The combination of showing up consistently online and building genuine relationships with my clients in person has created a strong, steady foundation for my business. Social media might attract people but it’s the experience they have in my space that keeps them coming back and telling others.
Contact Info:
- Website: https://beloved-esthetics.square.site/
- Instagram: https://www.instagram.com/_belovedesthetics/
