We’re excited to introduce you to the always interesting and insightful Ashley Smith. We hope you’ll enjoy our conversation with Ashley below.

Ashley, looking forward to hearing all of your stories today. So, naming is such a challenge. How did you come up with the name of your brand?

The story behind my business name is centered around my “why”. I think you should always have a “why” you do anything- whether that is your reason for working, being a good person, or just your overall reason for living. My “why” is my daughter, Haven Grace Smith. Without she and her dad, I wouldn’t be half the person I am today or work nearly as hard as I do. When I was trying to decide on a business name when I started in 2018, I just used my name originally (SnatchedByAsh). After she was born in December of 2019, it only made sense that I rebranded and renamed after the person I planned to leave my clients and business to when I get out of the industry. It started out as Haven’s Grace Beauty, but I quickly decided to make branding easier id like to condense the name. I wanted it to be something still true to me, but easy to remember and brand. That is exactly how HG Beauty was born.

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?

I never pictured myself being a makeup artist, in fact, I always thought I would be an educator. When I was in college, I struggled with depression to the point that some days it was really hard to get out of bed and go to class. On the days I just couldn’t do it, I watched YouTube for HOURS learning any and everything I could about makeup. I started doing makeup for friends little by little. Fast forward to 2018, my then boyfriend (now husband) and I were working multiple jobs to pay for a beautiful home. I decided to take a leap of faith and start offering makeup services to family and friends in need. I had no idea that leap was going to turn into a full blow business. The next year I booked my first wedding, and I fell in love with the bridal industry. I have no transitioned to primarily being a bridal makeup artist. My weekends are filled helping brides look and feel their best on the most important day of their lives.
What sets me apart from most artists is that I go above and beyond for my clients. Some days I am just a makeup artist, but most times I become a counselor, a coordinator, a seamstress (yes, I’ve sewn ladies into torn dresses even) and anything else they need me to be for them. I have always been the plus sized friend. I have struggled with anxiety and depression for most of my teen/adult life. I understand how important self image and love is to your mental health. If I can make 1 person feel better about themselves, my job is 100% worth it. That is why I go above and beyond for each person that trusts me to share time and their special day with them.
To date, my biggest accomplishment is having 2 back-to-back fully booked years. I have had fully booked years since 2022, with forecast for 2025 to be just as successful. Last year I even added 2 celebrity clients to my portfolio. I love this life and this career, as unexpected as it was. I couldn’t imagine spending my time doing anything else now.

How about pivoting – can you share the story of a time you’ve had to pivot?

After my first year in business, I got to experience working a wedding and navigating bridal makeup. I quickly realized that was my niche, that was where I thrived, and that is what I wanted to do full time. I pivoted my focus from offering all appointment types, to fully rebranding and targeting bridal clients. I took training courses to refine my skill and truly learn the art of bridal makeup. With 3 years time, I completely transitioned to bridal makeup full time. I absolutely love that style of glam, and appreciate spending my weekends helping out people get ready for their most important day.

What’s been the most effective strategy for growing your clientele?

The most effective strategy for growing your clientele is being honest and transparent. When a client is expecting a certain style and makes their vision clear, be HONEST. If you can’t execute what they’re expecting, that is not the client for you. Booking the client vs retaining the client is what matters. My goal is to have people return to my chair, not just sit in it once. Word of mouth is a big source of gaining clientele in this industry, so you want to make sure what people are saying about you is positive. Keep your word, if you schedule an appointment show up, and if the client is asking for something outside of your expertise be honest and let them find the artist that can execute their vision even if that artist is not you. Money shouldn’t be driving your business, although its definitely a goal to make money. Make sure your love and passion for what you do is always at the forefront of your business to keep your business not only open but successful. The money will come to you if you operate with honesty and integrity.

Contact Info:

• Instagram: https://www.instagram.com/hgbeautyskin
• Facebook: https://www.facebook.com/hgbeautyskin

Image Credits

epheribyphotgraphy
Abigail.cphotography
sarahelizabethphotoandfilm
laurenchampionphotos
meghanglassphoto