We caught up with the brilliant and insightful Caryssa Sornia a few weeks ago and have shared our conversation below.

Hi Caryssa, thanks for joining us today. We’d love to hear the backstory behind a risk you’ve taken – whether big or small, walk us through what it was like and how it ultimately turned out.

Almost 12 months ago, I, along with my partner Jake Cassady, embarked on an exciting journey to enhance education in the Panhandle of Florida. During a brainstorming session, I recognized a need to strengthen the community and expand educational opportunities for professionals in the Pensacola area, particularly those who have graduated from The Cassady Academy, a local trade school.
What began as a simple idea for a career market soon evolved into a broader vision. This vision led to the creation of the Emerald Coast Health & Beauty Expo. Although organizing an event of this scale might seem daunting, it was well within our expertise. With the support of my partner, my husband, and an incredible team, we navigated challenges and sidestepped common mistakes.
Jake often says, ‘Why reinvent the wheel?’ This philosophy guided us as we examined similar events, aiming to improve upon them or make them uniquely ours. Our approach has enabled us to build something truly special for our community.

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.

My overarching goal has always been to ‘help one person,’ which led me to the realization that becoming an esthetician was a perfect fit for me. After thorough research and a deep passion for the industry which started with creating makeup content, I pursued esthetician training and had the privilege of learning from an exceptional instructor, Toni. Her extensive knowledge and enthusiasm for the field were truly inspiring.
Upon graduating, I was excited to return to school, this time as an instructor. The opportunity to teach and guide others in discovering the rewarding career of esthetics felt like a natural extension of my passion. My background in management and education seamlessly aligned with my new role, allowing me to thrive in this environment.
Teaching was immensely fulfilling—seeing my students succeed and fostering their growth in a field I love was incredibly rewarding. I also embraced the chance to continually expand my own knowledge, revisiting classic esthetician texts and welcoming questions with enthusiasm. If I didn’t know an answer, I was committed to finding it, learning alongside my students.
Now, as a solo esthetician, my focus is on boosting my clients’ confidence while educating them on effective skin care. I believe what sets me apart is my commitment to helping clients understand their skin issues and providing practical, personalized solutions.
I’m also dedicated to building a supportive community within the industry. I advocate for collaboration over competition, understanding that not every client will be the right fit for me, but I can connect them with someone who is. By fostering strong connections and focusing on community, we can all contribute to the industry’s growth and success.

Training and knowledge matter of course, but beyond that what do you think matters most in terms of succeeding in your field?

Work ethic has been crucial to my career development and success, but it’s an area where I continue to grow and learn. One key insight I’ve gained is that burnout is a common challenge in this field, often stemming from overworking, overcommitting, or the unrealistic expectation of immediate success and financial rewards.
I’ve found that maintaining a balance is essential. Striving for a healthy work-life balance is something I’m actively learning to manage, but I’ve seen firsthand how crucial it is for overall well-being. When I do achieve this balance, it significantly enhances my mental and physical health and overall effectiveness.
I have a tendency to overcommit, which, while sometimes challenging, is not necessarily a negative trait as long as it’s paired with an understanding of your limits and maintaining balance. One of the advantages of a collaborative industry mindset is the ability to seek help when needed without shame. It’s important to recognize when you need support and to reach out accordingly.
Understanding the demands of the industry from the outset is vital. This field is not for the faint-hearted; building a clientele requires dedication, time, and consistency. Success comes from not just working hard but working smart—whether it’s confidently distributing business cards, posting content regularly, or networking with other professionals. Each of these actions contributes to establishing and growing your presence in the industry.

Can you talk to us about how your funded your firm or practice?

Funding the Emerald Coast Health & Beauty Expo has been a significant endeavor, requiring both careful planning and substantial investment. From the outset, my partner and I financed the project ourselves with a modest budget. We started small, utilizing cost-effective marketing strategies such as Instagram and Facebook ads to stretch our limited resources.
Given our financial constraints, I personally took on the creation of all marketing materials, including designing flyers and managing the website. While my sister contributed to setting up the website, I’ve handled its ongoing maintenance. This hands-on approach allowed us to keep costs low while maintaining professional-quality materials.
Creating something from nothing is never cheap, but our passion for providing education in this industry and our ability to communicate that vision effectively helped us garner support. Whether through time, money, or spreading the word, we received valuable assistance from our network.
Despite the financial challenges, we remained committed to our vision. We balanced our limitations by being strategic with our expenditures and prioritizing essential elements of the event. My partner and I worked closely to brainstorm ideas and incorporate insights from other events and industry leaders to refine our approach.
In summary, the funding primarily came from our personal investment, supported by strategic, cost-effective measures and a strong commitment to success. We understood from the beginning that creating an event of this scale involves risks and often exceeds initial financial estimates. However, our focus was on delivering the best possible experience and value, even if it meant facing financial uncertainties. This dedication has allowed us to bring our vision to life (almost) despite the challenges.

Contact Info:

• Website: https://www.echbexpo.com/
• Instagram: https://www.instagram.com/emeraldcoasthealthbeautyexpo/
• Facebook: Emerald Coast Health and Beauty Expo
• Linkedin: Emerald Coast Health & Beauty Expo
• Other: My personal Instagram Platform can also be shared: Truthandskinbycaryssa