We recently connected with Caroline Crochet and have shared our conversation below.
Caroline, appreciate you joining us today. Can you talk to us about your team building process? How did you recruit and train your team and knowing what you know now would you have done anything differently?
I began my career as a solo aesthetician, renting a suite in a salon. Straight out of aesthetics school, I took the leap into business ownership without prior experience or a built-in clientele. My first rental was in a hair salon, and to get my name out there, I offered free hand massages at the shampoo and dryer stations. It not only provided value-added service but also created opportunities for me to connect with potential clients. It wasn’t long before I started building a loyal clientele.
In such a saturated market, finding a unique selling proposition was crucial. I offered a personalized approach to skincare, specialized treatments, used high-quality products and focused on exceptional customer service. Identifying what set me apart, staying true to my core values and effectively communicating that to my target audience helped me carve out a niche and attract loyal clientele.
Eight years into my career, I was given an opportunity to return to my alma mater to teach aesthetics part-time. This was a turning point in my career. It felt like coming full circle, back to where my journey in the skincare industry began. Teaching came easy to me. All I had to do was talk about the very thing I loved…skin.
But teaching did more than just fulfill my love for skincare; it opened up a whole new world of leadership and mentorship that I hadn’t anticipated. Being in front of eager and aspiring aestheticians sparked a newfound excitement within me. I was inspired by their enthusiasm and ambition, and I realized that I wanted to be a part of their journey.
Suddenly, I found myself thinking about the potential for growth in my own business in ways I hadn’t considered before. Mentoring these aestheticians made me realize the impact I could have, not just on individual clients but on the industry as a whole. It was a moment of clarity that propelled me to explore new avenues and opportunities for expansion in my business.
Just as things were picking up momentum, the pandemic struck, and everything came to a grinding halt. Mandated closures forced us to adapt quickly. The school transitioned to online learning, and I pivoted my business to a virtual platform, offering skin consultations and retail services online. It was a challenging time for everyone, and the uncertainty loomed large.
After three long months of closures, we were finally allowed to reopen, but at a limited capacity. This naturally had a ripple effect on all businesses, including mine. However, the biggest blow came when the salon I was renting space from made the difficult decision to shut down permanently.
Suddenly, I found myself at a crossroads: Do I continue renting suites in someone else’s salon, or do I take a leap of faith and open my own storefront? It was a decision filled with uncertainty and risk, but ultimately, I chose the latter.
Standing in courage, I made the bold decision to set up my own storefront. It was a decision fueled by a belief in myself and my vision for the future. Little did I know, this leap of faith would be the catalyst for a new chapter in my journey as an entrepreneur.
The recruiting process for my team was relatively straightforward, thanks to a valuable piece of advice I received years ago: “hire for personality, train for skill.” Luckily, I had a pool of eager students ready to kickstart their careers, and I was also fortunate to have two former coworkers from my salon days who had coincidentally graduated from the esthetics program as well.
However, the real challenge came during the training process. Translating a decade’s worth of hands-on experience into a comprehensive operation manual was no small feat. From detailing the steps of service to imparting product knowledge, treatment protocols, and even the verbiage used, every aspect of my expertise needed to be documented. As daunting as it was, creating a comprehensive training program and operational manual was absolutely essential for ensuring consistency and excellence across the team. It served as the foundation upon which we built our standards of service and care, providing a roadmap for every team member to follow. In the fast-paced world of skincare and aesthetics, where every detail matters, consistency is key.
Now, three years later, I’m incredibly proud to lead a team of aestheticians who not only share the same values but also embody a deep commitment to growth and success. It’s been a journey filled with challenges and triumphs, but seeing this vision come to life through the dedication, perseverance and passion of my team has been truly rewarding.
If I were starting today, there are certainly aspects I would approach differently. I would prioritize building a strong foundation of systems and processes from the outset, ensuring scalability and sustainability as we grow. I would also place greater emphasis on leveraging technology and digital platforms to streamline operations and enhance client engagement.
But amidst the retrospection, one thing remains unchanged—the heart and soul of our team. Our journey may have evolved, our strategies may have shifted, but our unwavering commitment to excellence and authenticity continues to guide us forward, shaping every decision and every interaction along the way.
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.
Growing up in the vibrant melting pot of Los Angeles, I was blessed with a diverse cultural heritage, blending the flavors of my French and Tahitian roots. Entrepreneurship ran in my blood, with my parents serving as my greatest inspirations. They were successful business owners who had built a small restaurant chain called Moustache Cafe. From a young age, I watched them pour their hearts and souls into their business, witnessing firsthand the dedication, hard work, and passion it took to succeed as entrepreneurs. Their relentless pursuit of excellence and their unwavering commitment to their craft left an indelible mark on me, shaping my own aspirations and ambitions.
But my journey to where I am today was far from linear. At the tender age of 20 while I was still in nursing school, I became a young mom, which added a new dimension to my life. My daughter has been an immense source of inspiration and strength for me, serving as a guiding light in my journey. After graduating from nursing school, I embarked on a career at UCLA, where I dedicated several years to working in the healthcare field.
It was during this time that I stumbled upon the transformative power of skincare. My aesthetician, who happened to be a nurse as well, not only provided exceptional skincare treatments but also delved into the science behind the skin during our sessions. Her insights and expertise piqued my interest, igniting a newfound interest for aesthetics.
In 2009, life presented my husband, who hails from Canada, with an exciting opportunity that we couldn’t resist. We made the decision to embark on a new chapter and moved to Vancouver, eager to embrace the adventure that lay ahead.
The move provided me with a much-needed opportunity to pause and reflect on my aspirations and chart a new course for my future. As I pondered my next steps, I couldn’t shake the memories of my conversations with my aesthetician back in L.A. The passion and enthusiasm she infused into her work had left a lasting impression on me and led me to pursue a new career path in skincare.
With a newfound clarity and sense of purpose, I made the decision to enroll in an aesthetics program. Little did I know, this decision would not only lead me down a fulfilling and rewarding path but also ignite a journey of self-discovery and personal growth.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
Building our reputation within the market has been a culmination of various factors, each intertwined with our core values. At the heart of the company is our unwavering commitment to integrity, education and providing exceptional service. We’ve made it our mission to not just meet but exceed expectations. In doing so, we’ve been able to forge deep connections with our clients, fostering loyalty, word-of-mouth referrals and rave reviews online. There’s something incredibly powerful about hearing glowing recommendations from satisfied clients. Their enthusiasm and genuine praise have been instrumental in building our reputation within the industry and driving new business through our doors.
How do you keep your team’s morale high?
Ultimately, it’s about creating a supportive and inclusive work environment where everyone feels valued and empowered to succeed. Here are three key insights I’ve learned as a leader:
Effective communication. I prioritize keeping an open line of communication with my team members through regular meetings, one-on-ones, and feedback sessions. This ensures that everyone feels heard and valued, which in turn fosters a sense of trust and collaboration. This also means setting clear expectations, where everyone understands their roles, responsibilities and goals. It minimizes confusion and empowers them to perform at their best. Creating an environment where the team feels safe enough to address conflicts promptly and constructively, encouraging open dialogue and collaboration strengthens the team dynamics and morale. By fostering a culture of respect and empathy, we’re able to navigate challenges effectively while maintaining positive relationships within the team.
Recognition and appreciation. When team members feel valued and appreciated, they’re more engaged, motivated, and committed to the team’s success. I make it a point to regularly acknowledge and celebrate my team’s hard work and achievements. Whether it’s a simple thank you in a team meeting or a more formal recognition, like outings, gifts or bonuses. I believe in personalizing recognition whenever possible. I had my team fill out a “Favorites” questionnaire where they share their preferred ways of receiving recognition and appreciation. Whether it’s a favorite snack, a preferred activity, or a specific type of acknowledgment, I refer back to these responses when showing appreciation. This not only ensures that the recognition is meaningful to each individual but also shows that I value their preferences and individuality. Recognition and appreciation may seem like small gestures, but they have a profound impact on the team dynamic.
Leading with empathy. Leadership for me goes beyond just managing tasks; it’s about understanding and supporting my team members on a personal level. Leading with empathy is a cornerstone of my approach. I make it a priority to listen to my team’s concerns, challenges, and aspirations. By showing genuine empathy and understanding, I’m able to build trust and strengthen our bond as a team. By leading with empathy, we create a culture of trust, collaboration, and resilience within the team, ultimately driving success for the organization as a whole.
Contact Info:
- Website: lacachettespa.com
- Instagram: https://www.instagram.com/lacachettespa/
- Facebook: https://www.facebook.com/lacachettespa/
- Linkedin: https://www.linkedin.com/in/carolinecrochet/
- Yelp: https://www.yelp.ca/biz/la-cachette-spa-richmond
- Other: Google reviews https://www.google.com/maps/place/La+Cachette+Spa/@49.1790413,-123.1353625,17z/data=!3m1!4b1!4m6!3m5!1s0x5486753234d38fb1:0x92b14b63d1149d52!8m2!3d49.1790413!4d-123.1353625!16s%2Fg%2F1hc1gfz_h?entry=ttu