We were lucky to catch up with Cheri Morello recently and have shared our conversation below.

Cheri , thanks for joining us, excited to have you contributing your stories and insights. Looking back, do you think you started your business at the right time? Do you wish you had started sooner or later

If I could go back in time, I do wish I had started my business sooner. I originally got my bachelor degree in early childhood education. I spent a good part of 15 years in the education system. After Covid impacted my career, it gave me a time to pause and reevaluate what I really wanted in life. Well into my 40s, I decided to make a complete upheaval of my career path and open up my own permanent make up business. I always had a thing for eyebrows, that sounds funny to say, but it is true. Having had issues with my own eyebrows since I was 13 years old, It was always a personal passion of mine. All throughout my life friends and sister would ask me for tips and tricks for shaping and grooming their own eyebrows. I definitely wish that I had started this journey sooner so that I could be sitting here today with many, many more years of experience. But, it’s never too late to follow a passion and I am so happy that I took the scary step in starting something new. Life is all about adventures and I’m happy to be on an exciting one with my new business.

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?

I was originally born and raised in New York, but I always had my sights set on warmer weather. I moved to Arizona in 2000, graduated from ASU, and never looked back. Being a former elementary school educator, I wasn’t feeling challenged artistically and I needed a change. I had always struggled at a young age with my own eyebrows, I had a less than desirable shape and I was missing that coveted arch. Being focused on my own brows and working to achieve that beautiful shape, I always loved helping others with their eyebrows. When Covid caused me to pause with my career, PMU became my calling. I have completed course work and I’ve trained with the best in the industry. I am certified in PMU as well as lightning and removal. I have recently trained and added permanent jewelry to my list of services. Permanent jewelry is clasp less jewelry that is meant to wear always and not be removed. I am constantly striving to continue my education, and always training to give my clients the best procedure and experience possible.

Any insights you can share with us about how you built up your social media presence?

Social media was actually the least favorite part of starting my new business. I felt, because of my age, that I missed the boat so to speak for social media. I was introduced to making reels and adding music and content. I had a young girl who worked at the academy where I trained to help me. This is where I finally accepted the fact that I was no longer young. I make jokes about it, but it was a struggle to step outside of my comfort zone for the greater good. Advice that I always give new business owners who need to grow a following, is to get uncomfortable and don’t be scared to ask for help because that is where the most growth happens.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

I always want my reputation to represent the care and time that I take with each client. I’ll spend as much time as needed to make the client feel comfortable and at ease with the upcoming procedure. I talk through the entire session explaining everything that is happening and will happen. The client is involved 100% and I listen to them. Every client has expectations, personal feelings, and a sense of what beauty means to them. It is my job to pay attention to that and to deliver a set of eyebrows that are custom-made for them. I enjoy learning about my clients and treating them the exact way that guy would want to be treated.

Contact Info:

• Website: ChevelonBB.com
• Instagram: Chevelonbb
• Facebook: Chevelon brow bar

Image Credits
Me