We were lucky to catch up with Annie Evans recently and have shared our conversation below.
Alright, Annie thanks for taking the time to share your stories and insights with us today. Setting up an independent practice is a daunting endeavor. Can you talk to us about what it was like for you – what were some of the main steps, challenges, etc.
When I was finishing up my schooling as an esthetician we had to do a final project on a topic of our interest. While others picked specific skin care treatments, theories, and products, I reverted back to my first academic love and undergrad training in econ & chose to do a presentation on how all of us new graduates could control our own income while working for someone else. My thesis was based on the idea that it was more cost effective to work for another business as the startup and management costs of being self employed weren’t attractive financially. Of course, my first job out of school was working for myself, followed by resistantly renting my own storefront with a partner. I knew I would never want to have employees, as that was just more trouble than it was worth, and so the next logical step was hiring and training my team which has now grown to 23 employees. If there is one thing I have learned loud and clear, it’s to never say never. Each reluctant business ownership step has uncomfortably forced me to grow as a leader. My changing role from being in the treatment room to now full time higher level management has been one of the most challenging growth opportunities I have experienced thus far. It makes me certain there is more discomfort and growth to come, and all the benefits of the new opportunities and vulnerability that comes with it.
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 back background and context?
I own two skin care studios, with all of our practices being performed by licensed estheticians. My team is highly trained in consistent treatment experiences, and our top sellers are the brazilian wax and our suite of Hydrafacial treatments. We also have a large boutique and curated skin care product selection, of which my front-end employees does an amazing job managing.
When I first got out of esthetics school, there was not an employment opportunity that offered an environment that I wanted to be a part of for an extended amount of time, either as a practitioner or a client. So I made one. I created an environment and experience that I as the client would want to return to, and it attracted a team of employees who hold those same values. I’ve always approached shaping my business and the services we provide from how it feels and appears to the end user, putting myself in their shoes. I’ve always considered my employees my first clients and keeping them happy and engaged is crucial to the growth and success of the overall organization.
Our brand is built around everyday achievable luxury. Providing maintenance with a consistent, high touch quality approach. I assume each client will become a repeat customer and treat them knowing that we will have a long relationship together.
How about pivoting – can you share the story of a time you’ve had to pivot?
After 2020, I don’t know a single business that didn’t pivot pivot pivot so many times it felt like we were turning in circles. When the pandemic lockdown was starting to become a real event, and that we in the high touch spa environment might actually not be able to work on our craft, I looked at our options. I had been considering a shopify store for quite a while but had not had the time to dedicate to it with the growth of our business. We had just finished an expansion and remodel, adding about 35% to our location size in early March 2020. Two days before our state issued the immediate closure of our industry, I started working on our shopify store…just in case. When the directive was given on Monday, we launched the shopify site that night. For the next 5 days, while a skeleton staff was still allowed to show up, we focused all of our efforts at listing and uploading as much inventory as possible. Between offering free shipping and free local delivery, we managed to maintain 100% of our retail sales through the 2.5 month closure, which provided an essential buffer for our business to survive during the time. Returning back to work, we were constantly adjusting our protocols, sanitation, and procedures to abide by our strict Covid restrictions. Also during that time, we were lucky enough to receive PPP which allowed the team to stay afloat while we waited to return to work. Each day, each new regulation, new directive, new path, was a pivot. It was a constant evaluation of what we could do, how we could maximize our business given the restrictions, and how to help my team thrive. Despite the 2.5 month shut down, we squeaked out the year with a 2.5% growth YOY, It wasn’t much, but it made me feel that all the pivots had not allowed Covid and the surrounding restrictions to beat us.
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
I was raised with the core value to work hard, like really really hard. Working hard has taken on a new meaning to me as my role has changed to CEO and leading this large of a team. What used to be working hard was working 50 hours in the treatment room, confirming all of my clients, doing all the laundry, doing it alone. What I am having to relearn and understand now is that working hard as a CEO involves managing and activating my team to achieve the goals I set out. It feels very different than constantly working with my hands, involves a large amount of trust, and I have continue to learn the role of a leader involves mountains of delegation. Unlearning what hard work is, and learning that it can take many forms, has been my biggest challenge of late, but is allowing for the biggest and clearest growth and development of my business.
Contact Info:
- Website: www.spruceshoppe.com
- Instagram: @spruceshoppe
- Facebook: Spruceolympia
- Linkedin: https://www.linkedin.com/company/58345135/admin/
- Youtube: https://www.youtube.com/@spruceshoppe2820
- Yelp: https://www.yelp.com/biz/spruce-skin-and-wax-shoppe-olympia-2