We were lucky to catch up with Dee Brown recently and have shared our conversation below.

Dee, thanks for taking the time to share your stories 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?

I’ve always loved beauty, but my journey into the industry started with a bad lash extension experience. Determined to find better, I booked with a reputable tech who explained the differences between lash types. I fell in love—not just with the lashes but with the idea of helping other women have a safe, professional space to get theirs done while keeping their natural lashes healthy.

I decided to take a lash certification class, and from there, everything snowballed. At the time, I was still working a full-time job and doing lashes in evenings and on weekends. I was so excited to start that I made it work with what I had. I converted a spare bedroom in my home into a lash studio. I didn’t have much capital after investing in the course, but I got the basics—a lash bed, lamp, cart, stool, and starter kit. Then, I started lashing my coworkers and friends, building my skills, my confidence, and my client base.

About six months in, I outgrew my home setup and started looking for a professional space. I moved around a bit before finding a spot where I stayed for about a year. As I grew, I saved every piece of equipment I invested in, even if I wasn’t using it right away. That foresight paid off when it came time to expand.

Today, I’ve grown from lashing part-time at home to owning a full-service spa and becoming a certified PMU artist specializing in ombre powder brows. My journey is proof that you don’t need a lot to get started—just a passion for what you do, a clear vision, and the drive to keep moving forward.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Hi! I’m Dee. I’m a spa owner, licensed esthetician, esthetics instructor, and certified PMU artist specializing in ombre powder brows. My journey into the beauty industry started with a personal experience that changed my life. I had a bad lash extension job, and in my search for better, I discovered a reputable tech who educated me on the art of lashes. That moment sparked a passion in me to create a safe, professional space for women to enhance their beauty while maintaining their natural health.

I began my career as a lash tech, starting small by turning a spare bedroom in my home into a lash studio. I worked with minimal resources but made it work. Over time, my skills and reputation grew, and so did my business. Now, I own a thriving spa that offers services ranging from lash extensions to ombre powder brows and holistic skin treatments.

What sets me apart is my dual commitment to artistry and education. As a PMU artist, I love helping clients achieve confidence and effortless beauty through custom brow designs. As an esthetics instructor, I enjoy mentoring upcoming professionals in the beauty industry, helping them refine their craft and build successful careers. Recently, I launched business coaching.

I’m most proud of the relationships I’ve built—whether it’s with my clients who trust me to enhance their natural beauty or with my students who are stepping into the industry with knowledge and confidence. My brand is all about empowerment, artistry, and quality.

If there’s one thing I want people to know about me, it’s that I started with a dream, determination, and a belief in what I could create. My journey shows that it’s possible to grow from humble beginnings into something extraordinary with hard work and faith.

How did you build your audience on social media?

Building my social media audience has been a journey of consistency, authenticity, and learning what works for me. I started with the basics—sharing my work, documenting my process, and talking directly to my audience about what I was passionate about: beauty and business. My first big leap was lashing my coworkers and friends, and I made sure to capture that content for my audience.

I stayed consistent, even when my following was small. I focused on creating value, whether that was educational posts about lash health, behind-the-scenes peeks into my spa setup, or sharing relatable moments from my entrepreneurial journey. Over time, I learned to balance my professional posts with personal moments to make my audience feel like they knew me as a person, not just as a business owner.

For anyone starting out, my advice is simple: show up and stay authentic. You don’t need to have the fanciest setup or even the perfect strategy at first—just focus on providing value and connecting with people. Engage with your audience, answer their questions, and be consistent in showing up. Most importantly, don’t compare your journey to anyone else’s; your story is what makes you unique.

Do you have any insights you can share related to maintaining high team morale?

Managing a team is about balance—it’s part leadership, part empathy, and part accountability. I’ve learned that maintaining high morale starts with clear communication and a shared vision. People want to feel like their work matters and that they’re part of something bigger.

I make it a point to regularly check in with my team, not just about work but about how they’re feeling. Recognizing their efforts, celebrating wins (big or small), and fostering an environment where they feel safe to share ideas or concerns makes a huge difference.

One thing that’s been crucial for me is leading by example. I set the tone for the work ethic, professionalism, and energy I want my team to embody. But I also remind myself that they’re human—life happens, and flexibility is key to maintaining trust and morale.

My advice? Build a culture of respect and collaboration. Create opportunities for growth, and don’t hesitate to address challenges head-on. When your team feels valued and aligned with your vision, they’ll naturally perform at their best.

Contact Info:

• Website: https://www.aalashme.com
• Instagram: https://www.instagram.com/alluringartistry_
• Facebook: https://www.facebook.com/alluring.artistry
• Linkedin: https://www.linkedin.com/company/alluring-artistry-beauty-wellness/
• Youtube: https://youtube.com/@alluringartistry_