We recently connected with Brittney Alexander and have shared our conversation below.
Brittney , appreciate you joining us today. Risk taking is something we’re really interested in and we’d love to hear the story of a risk you’ve taken.
When I initially started my beauty business it was a “side hustle,” something to keep my mind occupied and make some money while doing so. My full time role was bartending at a neighborhood bar where I made pretty good living for myself. As time went on my “side hustle,” started to gain more traction and I started making some real money. The potential was there for me to do it for a living, however I did not have the time to put into it because I was working nights at the bar.
Every year I would play the, “Im going to quit,” game. Setting up a fake deadlines at the end of each “busy season.” Every year I would profess to my managers, “After Super Bowl Im Quitting… After spring training, Im quitting… Once slow season hits next summer…Im Quitting.” Each deadline would come and go and I still remain at the bar. I was burning at both ends tired all of the time trying to manage my growing business while bartending countless nights.
At minimum everyday at the bar I would make $100. I didn’t want to leave “guaranteed money” to do something that could potentially flop. ( I chuckle at this logic now that I’m 6 years int my business).
3 years later winter of 2019 I was still working at the bar, Miserable at this point because I was not living up to my full potential. Although my overall experience at the bar was amazing, I tolerated and dealt with some unfair treatment from time to time for the sake of that $100 daily min. December 2019 a crucial change was made to my schedule with no communication from management team. I called to get information on why this change happened and I why I was not informed prior to and it was simply brushed off as an accident by the gm at that time. I hung up the phone hurt, disappointed, confused and upset however I was prepared to go in and suck it up and work my next shift. Then it hit me…. I do not have to tolerate this crap, I HAVE A BACK UP PLAN! I quickly called the manager back to let them know I would not be returning to the company. I did not like how the situation was handled and to be quite frank it was time for me to take the risk and truly invest in my business. I thanked them for everything, walked away and never looked back.
When I finally let go of that $100/day minimum my life catapulted forward. I turned my side hustle, that started in the 3rd bedroom of my home, into a 6 figure salon and training academy. This April will make year 6 that I have been in business (I am literally in tears typing that last sentence) all because I was able to take a risk and bet on myself.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers
To the world, I am Brittney Alexander, owner of Caked Glam Co. an all inclusive, 5 star beauty salon located in Phoenix, (Ahwatukee) Arizona. I am also the owner of Caked Academy, Arizona’s leading training academy for Fine line tattooing, Permanent Make Up, and Lash Extensions services, as well as Beauty Business Development.
To my friends and family, I am an ambitious self-taught lash and brow master artist, successful entrepreneur and mother, who has overcome drug abuse, domestic violence, homelessness, and everything that comes with the consequences of anyone living in these environments. Although that was only one chapter of my life, I’ve had many chapters after that which have allowed me to not only be ambitious but also resilient, courageous, and full of love for myself and the world.
When I think of myself I am “just” a free-spirited, thrill seeking yogi who you can find on the dance floor, dancing the night away, at any and all underground house music shows or checking off my long list of bucket list items.
I would not say I stumbled into the beauty industry more so things came around full circle when the time was right. All things beauty have always been an unknown passion of mine. In Elementary School I was the little kid giving hair cuts in the bathroom at recess (I gave Vanessa Stewart her first set of amazing bangs). Carrying over to middle school, I was the “go to” hair stylist for Ninth Grade Formal. Giving all of my friends the half twists into butterfly clips style. (The only style I knew how to do at the time). Whether I was practicing on my friends to experimenting on myself I was always interested in beauty, however some way or another life experiences got a hold of me and I drifted away from this passion. I ‘tried,” all of the traditional things the world preached were necessary to be successful at that time growing up, going to college, getting a corporate job etc. None of those things did ever did stick for me. I was working for a pay check, was never fulfilled, and got further away from doing something I loved for a living. While also going through my own life struggles.
In 2017 I decided to Launch Caked, then known as Caked By B Glam Studio, from the 3rd bedroom of my town home, as a side hustle. During this time I was quitting a drug addiction that consumed the last year and a half of my life, cold turkey and I needed something to keep me, “busy.” What I thought would be a way to just make some extra money on the side, turned into my full time career. Two short years later in 2019, I quit my job bartending and pursued working for myself full time. I built my clientele by providing great customer experiences and didn’t miss a chance to market my business locally. 2020, the year of the pandemic, was my first year working for myself full time. I had to get creative with my business due to not being able to offer services for an extended period of time. I created a lash line of products and apparel line to sell locally and online. Then expanded my business and launched Caked Academy a training academy to teach services. 2020 was my highest grossing year to date.
I am most proud of and grateful for the hardships I have overcome in life, they have given me the grit, determination, and dedication it takes to run a business. My journey as an entrepreneur often mirrors my personal journey of life. You never know what new challenges or curve balls you may face in business, but no matter how many times you fall down you pick yourself back up and try again.
What do you think helped you build your reputation within your market?
Starting out in business today, especially in the beauty community, social media can be super intimidating. Everyone is starting a business and or trying to be the next best social influencer. However I believe your reputation can have more of an impact on the number of clients or customers your business gains and KEEPS. When I entered the industry there were so many artist doing what I wanted to do so I focused on what I could do to stand out in the beauty community. My first main focus was providing an exceptional customer service experience for my clients. This experience starts the moment they entered my business (providing a comfortable relaxing space where they can be their natural selves frees of judgment) and continues even when they have left my establishment (following up and making sure they are satisfied with my work). Also creating loyalty programs for returning clients.
Secondly I set out to be a resource for my peers or any one looking to get in the industry. This was during a time where everyone was gate keeping, and did not want to show their secrets of success. Any question or DM I received about best practices, products, or systems that work for me I was willing to share. I think this ultimately contriubuted to being a brand people could trust.
How do you keep your team’s morale high?
When I expanded to a storefront I had an image in my mind of building this huge team of like minded individuals that would build and grow together. It wasn’t until I started hiring that I realized how challenging this task would be. I think managing people and maintaining high morale is a challenge most business owners do not talk about. If I am being honest it is one of the most challenging things I have had to deal with since opening a store front, especially in todays climate. If you are building a team from scratch and you run your business on your own, take your time and BUILD SLOW. Also make sure you are establishing and maintaining healthy boundaries between yourself as the owner and your team as employees. This does not mean you need to have a cold barrier, this just means you are keeping your relationship professional. Lack of boundaries can cause the lines to get burred and make it difficult to manage your team in the long run.
Have check ins with your team frequently to give and receive honest feedback. I personally like to have check ins on Mondays to recap the previous week and set goals to go into the upcoming week. Host fun in house challenges for the team to participate in, that results in some type of reward. Depending on your business you can also use this to drive product or sales while also encouraging fun competition amongst the team. Finally, set up quarterly outings outside of the business for the team to bond on a personal level and get out to have some fun.
Contact Info:
- Website: www.cakedglamco.com
- Instagram: https://www.instagram.com/brittney.cakedglamco
- Facebook: https://www.facebook.com/CakedGlamCo
- Twitter: https://www.twitter.com/CakedGlamCo
- Youtube: https://www.youtube.com/@cakedglamco
- Yelp: https://www.yelp.com/biz/caked-glam-phoenix-2?hrid=jl_H0BPirLsYug1P5qbdlg&osq=caked+glam+co
- Other: Google Link: https://goo.gl/maps/CasAkNJM4iu85naG7