We were lucky to catch up with Ashley Armour recently and have shared our conversation below.
Hi Ashley , thanks for joining us today. Can you talk to us about a risk you’ve taken – walk us through the story?
In 2023 I had the darkest moments in life. from being a successful business owner and wife, to being a single mother, and having to leave my shop. I was working jobs trying to make ends meet all while trying to hold myself together. Every job I went into it was always a problem and I found that to be unbelievable because I am a team member and a great worker. After unfair treatment I just knew God didn’t want me to continue on anyone else’s job when he had already given me vision. I decided to take the risk and step out on faith with my business again, even without all the guarantees or answers in place. I got tired of unfair treatment, so I chose to trust my vision over my fear and move forward with what was placed in my spirit, not just what was comfortable anymore. Every step required courage, discipline, and belief in something greater than what I could see in the moment. I didn’t wait for perfect timing, I created momentum through faith and action. This journey is proof that growth often begins where certainty ends, and I’m committed to building what I once only dreamed about.
Ashley , 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 Ashley people call me Ash. My business name is Phoenix Styles, a beauty brand built on transformation, confidence, and elevated glam. I got into the beauty industry through a genuine passion for makeup and the power it has to change how someone feels about themselves. What started as doing makeup for friends and special events quickly turned into a deeper calling, helping people not just look beautiful, but feel seen, confident, and empowered. I offer a range of beauty services including soft glam, full glam, prom makeup, special event looks, and custom beauty enhancements tailored to each client’s features and personality. Every look is designed with intention, enhancing natural beauty while still allowing each client to feel like the best version of themselves. What I truly aim to solve for my clients is confidence. Many people struggle with insecurity, nervousness for big events, or simply not feeling “put together” for their moment. I create an experience where they can relax, trust the process, and walk away feeling transformed, confident, and camera-ready. Makeup is ministry for me everyone always leaves better than when they came in. What sets Phoenix Styles apart is the level of detail, personalization, and energy behind every service. I don’t believe in one-style-fits-all beauty. I take time to study facial structure, skin tone, and the vision of each client to create a look that fits them, not just trends. I also focus heavily on creating a calm, welcoming environment where clients feel valued and cared for. People being able to unwind and relax has always been a big thing for me. What I’m most proud of is the growth of my brand from a vision into something real that impacts people’s lives. Every client that sits in my chair represents trust, and I don’t take that lightly. Seeing someone look in the mirror and smile differently, hearing people tell me I don’t know how much I’ve helped them positively is what keeps me going. What I want people to know most about Phoenix Styles is that it’s more than makeup. It’s transformation, self-expression, and confidence. It’s about stepping into your moment fully and boldly, knowing you are already enough and just being enhanced to reflect that truth outwardly. Making others feel good has always been one of the biggest things that makes my heart smile!
Any advice for growing your clientele? What’s been most effective for you?
The most effective strategy for growing my clientele has been a combination of consistent content, word-of-mouth referrals, and creating a strong client experience that people naturally want to share. What truly pulls people in is my authenticity. I’m honest and I’m myself and that makes everyone feel comfortable, energy never lies.
We’d love to hear a story of resilience from your journey.
There was a time where I had gotten into a car accident, head on collision with a school bus. I had a herniated disc in my neck and lower back, however I had just opened my salon suite. I was in much pain but I pushed myself to meet my clients needs. I eventually had to stop because the pain started to become too much. However I didn’t let that stop me. I got treatment and 2 years later I went at it again. This time I had to make a choice between my living and my suite and I chose my living and that’s when I decided I would be a travel Mua. Life will throw unexpected things your way but it’s all about mindset and strategy and you always have to do what makes more sense. Since being out the salon and traveling I now have more time for my children, my home and I’m also able to save more because both rent a week isn’t cheap. You spend more than you make. Since being outside of the salon I actually keep 100% of my profits. .
Contact Info:
- Instagram: Phoenixstyles_7
Image Credits
Myself Ashley Armour and Teddy BB Love