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

Alright, Cassandra thanks for taking the time to share your stories and insights with us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

Starting both my Esthetics business and continuing our Cavalier King Charles Spaniel breeding program has been a journey of faith, passion, and perseverance. Each began with a deep love—one for skincare and helping people feel beautiful, and the other for raising high-quality, well-loved Cavaliers. But turning those passions into thriving businesses took intentional steps, research, and a lot of hard work.

For as long as I can remember, I’ve loved helping others feel confident and cared for. After overcoming personal challenges, I felt called to create a space where people could relax, feel valued, and invest in self-care. That’s how Bougie Babes & Dapper Daddys Aesthetics was born. At the same time, my husband and I had already established our Cavalier King Charles Spaniel breeding program in 2018—not just to breed dogs, but to hand-raise them in our home, ensuring they were healthy, well-socialized, and deeply loved from day one.

When I decided to pursue Esthetics professionally, I had to start from scratch. I enrolled in the Tennessee School of Beauty, knowing that earning my Aesthetician’s license was the first step toward my dream. Balancing school and running our breeding program was no easy task, but I knew it was worth it. Through it all, my loving husband, family, church family, and wonderful friends have been my biggest supporters, encouraging me every step of the way and lifting me up with their love and prayers. My husband, especially, has been my rock—taking on the biggest task of raising our family while also handling other responsibilities that overwhelmed me. His unwavering support allowed me to chase my dreams with confidence, knowing I had a steady foundation of love and strength behind me.

During beauty school, I dove deep into skincare education, learning everything from facial techniques to ingredient knowledge and client care. At the same time, I had to think about the business side—what services I wanted to offer, how to create a brand, and where to set up my spa.

Once I graduated and became a licensed Aesthetician, the real work began. I had to:
✔️ Find a location – I prayed for the right space and started out in a beautiful suite in Knoxville, TN and will be moving in February 2025 to another beautiful suite in Oak Ridge, TN.
✔️Set up my spa – I invested in high-quality equipment, skincare products, and designed a space that felt both luxurious and welcoming.
✔️ Handle legalities – I took care of business licensing, insurance, and branding to ensure everything was set up correctly.
✔️ Build a clientele – Marketing, social media, and word-of-mouth played a huge role in getting my first clients through the door.

For our breeding program, we continued refining our approach—maintaining regular vet visits, updating genetic health testing, and strengthening our commitment to responsible breeding practices. Our goal has always been to provide families with not just a pet, but a beautiful and healthy lifelong companion. Cavaliers aren’t just “dogs”, they become apart of a lifelong family.

The first few months of running both businesses were a whirlwind of learning, adjusting, and celebrating small wins. I found joy in every facial I performed, every client who left feeling refreshed, and every family who took home a well-loved Cavalier puppy.

Today, both of our businesses are thriving, and I feel incredibly blessed to do what I love every day. Whether I’m helping a client feel radiant in their skin or watching a Cavalier puppy find a loving home, it all comes down to care, passion, and faith—because when you pour your heart into something, beautiful things happen.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

My name is Cassandra Johnson, and I am deeply honored to share my journey with you—a journey that is as much about transformation as it is about redemption. This is not merely the story of my professional growth in skincare and esthetics. It is the story of a life resurrected by grace, shaped by perseverance, and anchored in the steadfast belief that second chances are possible. It is a narrative of rising from the ashes of addiction into a life filled with love, purpose, and the unshakable power of faith. Every step of this path has been guided by the hand of Jesus, and I am profoundly grateful to be where I am today.

For seven years, I was bound by the chains of drug and alcohol addiction. That season was one of darkness, despair, and hopelessness. My life unraveled before me, and I found myself in an endless cycle of self-destruction, unable to see a way out. My addiction began in 2005, and it consumed me for years, eroding my sense of self-worth and taking me further into despair.

However, on October 15, 2011, everything changed. That was the day I walked into The Rock Ministry Center in Powell, Tennessee—a decision that would change the course of my life. I was broken, desperate for healing, and yearning for a new direction. That day, I encountered the life-changing love of Jesus Christ. It was as if a heavy weight lifted off my shoulders, and in that moment, I was freed from the demon of addiction. I was FREE! From that moment on, I have never looked back.

Recovery, for me, was not just about overcoming addiction—it was about my husband and I rebuilding our lives from the ground up. I had to rediscover who I was, rebuild my confidence, and chart a new path forward. With the unwavering support of my amazing husband, Jason, our loving families, our church community, our beautiful children, our sweet grandbabies, and our wonderful friends, I was empowered to begin this new chapter. Their belief in me gave me the strength and courage to pursue a life I had once thought impossible.

In 2018, Jason and I embarked on a new and fulfilling adventure—starting our own Cavalier King Charles Spaniel breeding program. What began as an idea grew into a beloved family passion, and we’ve poured our hearts into raising these gentle, affectionate dogs. Our mama Cavaliers are cherished members of our family—they sleep in our bed, watch TV with us, and share our lives in ways that only a true family member could. They have the run of our home, and their joy is palpable.

Raising puppies is not simply about breeding; it is about providing love and nurturing from the very beginning. Each puppy is hand-raised inside our home, given the care and attention they need to thrive. We support our mamas through their pregnancies, ensuring that deliveries go smoothly. The health and well-being of all our dogs, as well as their litters, are our top priorities, and we provide regular vet check-ups to maintain their vitality. Additionally, we nourish them with high-quality food, specifically Royal Canin, to support their growth and health.

We take pride in giving each puppy the best possible start in life. When they are ready to go to their new homes, we ensure they are fully prepared. Each puppy is sent home with an extensive puppy folder, including AKC registration papers, health records, a feeding schedule, and a care packet for their new families. Watching the joy on our clients’ faces as they welcome their new puppies into their homes is a priceless gift, and we are honored to play a part in the happiness of both the puppies and their new families.

As my life evolved and I experienced personal growth and healing, I felt a strong calling to pursue a career in esthetics, where I could help others feel as beautiful and confident on the outside as I now felt on the inside. In January 2024, I took a leap of faith and enrolled in beauty school. After months of dedication and hard work, I graduated on July 16, 2024. This milestone was not just the culmination of years of dreams, but also a testament to the remarkable ways in which Jesus has worked in my life.

Opening my own spa, Bougie Babes & Dapper Daddys Aesthetics, was a significant step forward in my journey. It’s more than just a business venture—it’s the creation of a sanctuary where people can come to experience self-care, tranquility, and spiritual connection. Our mission is to offer beauty treatments that transcend the superficial. While our specialties include facials, massages, back treatments, waxing, and more, my true belief is that beauty begins from within. That’s why I incorporate prayer into each of my treatments, offering words of peace and joy, and praying for my clients’ well-being as I serve them.

At the heart of the spa is a prayer wall, where clients can write down their personal prayer requests. This sacred space allows them to connect spiritually while receiving the rejuvenating services that our spa provides. The atmosphere at Bougie Babes & Dapper Daddys Aesthetics is one of love, care, and peace. My motto, “You are beautiful inside and out,” serves as a constant reminder to every client that their true worth is not defined by appearance but by their inner beauty and strength.

Every journey is accompanied by challenges, and mine has been no exception. Balancing the demands of going back to school while raising a family, managing a household, and pursuing a career in esthetics was an incredibly daunting task. There were times when I doubted myself and wondered if I was capable of handling it all. Yet, through every sleepless night of studying and each moment of uncertainty, I drew strength from my faith and the unwavering support of my family.

Starting my own business also came with its own set of challenges. There were financial hurdles to overcome, moments of self-doubt, and times when I questioned whether I was in over my head. However, I saw God’s provision in every step of the process. Whether it was securing the perfect location for my spa or receiving the resources needed to get it off the ground, I knew He was guiding me. Each obstacle I faced became an opportunity to trust Him more fully, and with His help, I was able to move forward.

Through every challenge, one thing has remained constant—the steadfast support of my family and friends. My husband of 15 years has been my rock and my greatest encourager. His love and belief in me have been the foundation of my success. Our five beautiful children and two precious grandbabies light up my life, and they motivate me to work hard and be the best version of myself every single day.

My parents have been my unwavering support through the darkest times and have celebrated every victory with me. Additionally, my amazing church family and friends have surrounded me with love and constant support. Love and encouragement from each person in my life has shaped who I am today. I am eternally grateful for each person who has walked alongside me on this journey.

As I reflect on the journey I’ve traveled—from addiction to healing, from raising a family to opening a business—I am overwhelmed with gratitude. I look to the future with excitement and hope, knowing that my path is just beginning. Bougie Babes & Dapper Daddys Aesthetics is only the first step in a lifelong mission to serve others with grace, prayer, and love.

My goal is to continue touching lives through skincare, encouraging others to see their beauty not just on the outside but in the depth of their souls. I aim to be a beacon of hope in the skincare industry, showing others that beauty is about far more than skin deep. As I continue my journey, I know there will be more challenges to face, but I also know that with God’s guidance and the support of my incredible family, I can overcome anything. My story is one of redemption, faith, and transformation, and I pray it serves as an inspiration to others who believe that with Jesus, all things are possible.

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

The most effective strategy for growing my clientele has been a combination of personal connections, social media marketing, and word-of-mouth referrals.

From the very beginning, I knew that creating genuine relationships with my clients would be key. At Bougie Babes & Dapper Daddys Aesthetics, I focus on providing an experience that goes beyond just skincare—I make sure every client feels valued, heard, and pampered. This personal touch has led to loyalty and referrals, as happy clients naturally share their experiences with friends and family.

Social media has also played a huge role in expanding my reach. I use platforms like Facebook, TikTok, and Instagram to showcase my services, post before-and-after transformations, and educate people about skincare. Engaging with followers through messages, skincare tips, and interactive posts has helped build trust and establish my expertise.

Additionally, offering special promotions and seasonal packages has been a great way to attract new clients. For example, my recent Valentine’s-themed mini facials for kids not only brought in new families but also introduced parents to my other services.

Finally, my faith-based approach sets my business apart. Clients appreciate the peaceful, prayer-filled environment I’ve created, and many have expressed how much they value the encouragement and positivity they receive during their visits.

By focusing on authentic relationships, social media engagement, and word-of-mouth referrals, I’ve been able to grow my clientele organically while staying true to my passion for helping others feel beautiful inside and out.

We’d love to hear the story of how you built up your social media audience?

I started with Facebook, Instagram, and TikTok, focusing on posting consistently and engaging authentically with my followers. Even though my audience is still growing, I’ve made it a priority to always interact with everyone who shows interest—whether they comment, like, or message me. I believe that engaging with people directly helps build trust and creates a genuine connection, which is key when you’re just starting to grow your presence.

As I continue to post content like skincare tips, behind-the-scenes glimpses of my spa, and before-and-after results, I make sure to respond to messages, comments, and questions to show that I value each person who takes the time to reach out. It’s about making people feel seen and heard.

For those just starting to build their social media presence, my advice is to:
✔️ Engage from the beginning—even if you’re starting with a small audience, make sure to interact with every comment or message to foster genuine connections.
✔️ Post consistently, even if it’s not perfect—people love to see your journey and progress.
✔️ Be authentic—don’t worry about trying to appear flawless. Share your personality, your passion, and your process.
✔️ Leverage hashtags—they help people find your content and connect with others in your area or industry.

While growing a social media following takes time, consistent interaction and being real with your audience can make a big difference, and they’ll appreciate the personal connection you create.

Contact Info:

• Website: https://bougiebabesaesthetics.glossgenius.com/
• Instagram: https://www.instagram.com/bougiebabesaesthetics/
• Facebook: https://www.facebook.com/bougiebabes.dapperdaddysaesthetics
• Linkedin: https://www.linkedin.com/in/cassandra-johnson-139334327/
• Youtube: https://www.youtube.com/@BougieBabesAesthetics
• Other: https://www.tiktok.com/@bougiebabesaesthetics

Image Credits

Sarah France, Cassandra Johnson, & Cavalier Clients