We recently connected with Desiree Sellstrom and have shared our conversation below.
Desiree, appreciate you joining us today. We’d love to go back in time and hear the story of how you came up with the name of your brand?
My story begins with your story. The story of your skin. And what’s your story? Everybody has one.
A story or series of thoughts we make up in our heads every time we glance at our reflection. Self-talk that lingers after an unforgiving session with a mirror. Insecurity as flawless skin walks or scrolls by.
Maybe your thoughts are kind, gracious and accepting, and you embrace your imperfections as beautiful & storied.
Maybe your thoughts are judgmental, unkind and harsh, and you attack each fine line, scowl at sun spots and feverishly pick at imperfections.
I imagine you and I might share some of the same unrelenting stories about our skin…
“I should have taken better care of myself.”
“I’d rather hide behind layers of makeup than bare my true skin to the world.”
“I’m no spring chicken anymore, so why bother?”
“There’s too much information out there, and I have no idea where to start.”
“I’ve never had a facial and am anxious about the process.”
“Skincare is frivolous.”
“My skin is damaged beyond repair.”
“I’m so embarrassed I haven’t had a consistent skin care routine.”
Whether your story is burdened by struggle & insecurities or gifted with natural glow & vibrancy, it is a narrative that you experience deeply and daily. Your face tells the story of your life, where fine lines represent unique expressions, sun spots a kiss of sunshine, scars a story of survival.
And with each expression line etched in your skin, there is a story of life’s journey, be it happiness, grief, anger, anxiety. The depth and breadth of every year you’re privileged to live is written in unique form on your face. And often those precious stories of joy, tragedy, insecurity and triumph are shared with me in confidence during the course of a 90-minute facial … and I’m deeply honored.
When I opened my boutique skincare studio, my desire was to create a serene, safe respite where I could guide you in discovering that beautiful story found only in YOUR face. To hold space for not only your skin’s vulnerabilities but your life’s stories as well.
And so it was only natural that I name my boutique skincare business Fabella Skin Therapy, because “Fabella” is Latin for “story.”
Desiree, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I am a Licensed Esthetician and founder of Fabella Skin Therapy on California’s Central Coast. I specialize in holistic skin wellness, combining intuitive touch with organic, performance-based products from Eminence Organics to support both your skin’s health and your emotional well-being. Each facial is a quiet conversation between your skin and my hands, designed to restore balance, calm the nervous system, and bring your natural radiance forward.
I am an Empath. From a young age, I found myself drawn to caring for others, discovering the powerful impact my actions could have on another’s present circumstance, or at least how they felt about it. Over time, I’ve learned to weave my service oriented and highly intuitive nature with my training in skincare to create a refined esthetic experience that gives both purpose to my life and a moment of peace in yours. As an Empath, listening and responding to your unique skin story comes naturally to me.
I am an Educator. I deeply appreciate and enjoy the process of education. In the world of skincare there is always something to discover, so you’ll often find me attending new trainings, advancing through certification courses, learning about ingredients or simply listening to informative podcasts. While I may thrive in this space, you will also benefit from the cutting edge knowledge and guidance each time we meet. As an Educator, addressing and targeting your specific concerns empowers your skin story.
I have built Fabella Skin Therapy with these traits in mind. As the only boutique skincare studio on the California Central Coast exclusively specializing in full 90-minute bespoke facial experiences, you will receive:
* a professional, intuitive facial using Eminence Organic Skin Care
* a mild to moderate organic peel with every facial
* detailed communication before, during & after your appointment
* demystified, personal skincare product recommendations for a simple yet effective home routine
* concierge support between appts via texts/DMs
* helpful tips & tricks for navigating your unique skincare journey
* an oncology esthetics certified options
Fabella is latin for “story” and your skin is telling yours. Rooted in both intuition and education, I’ve created a space where your skin’s story can unfold into one of health, balance, and quiet confidence because I truly believe it’s a story worth sharing.
Let’s talk about resilience next – do you have a story you can share with us?
At 42 years young, I decided to pivot and head back to school to pursue education for my life-long passion of beauty through science.
Predictably, the journey was not easy. I was one of the oldest students in my class and struggled with imposter syndrome, anxiety, depression and memory loss.
Looking back, it’s kinda obvious why: while in school, my marriage was headed for divorce, my husband was fighting an undiagnosed mental health crisis, my children were fast becoming adults, and we had been forced to move out of our home at Christmas. Two of my sisters had just passed away from a rare form of breast cancer, and my other little sister was fighting the same battle, which she would also soon lose.
My heart had been heavy, my mind distracted. The last several years had truly been a “Dark Night of the Soul” for me, grieving the loss of two parents, three sisters, my home, my marriage, and even my faith.
Going back to school became a lifeline, a quiet turning point that offered hope and the spark of a new, empowering future. In that tiny classroom I discovered the possibility of combining my insatiable curiosity for science with a lifelong passion for creating beauty.
And though it might sound a bit dramatic, becoming a licensed esthetician painted this tragic season with brilliant color. The field of esthetics provided me with a new & fresh perspective where I found renewed purpose and grounding in this second half of life, bringing beauty, education and the healing power of touch to my sweet community.
It is this business, this skill set, this Fabella community that is slowly breathing life into my story again, even though they may not know it. It is in building this boutique business and meeting some of the most kind, generous, beautiful souls that my heart has begun to feel again. Feel love, gratitude, hope, connection and resilience.
By serving my community in their skincare journey, they have unknowingly been pivotal in the slow, beautiful, brutal healing of my own story.
Any advice for growing your clientele? What’s been most effective for you?
The most effective strategy for growing my clientele surprised me because it wasn’t really a strategy. It’s just how I run my business as an empath. I think I got pretty lucky in that area, and I don’t take it for granted.
Of course, the marketing funnel of Fabella is built around the client’s discovery journey: how will they find skincare in their area, what makes them trust me enough to book, how easy is the website to navigate, etc? Efficient systems, cohesive branding, fine tuned target markets and consistent in-studio results are foundational strategies for the growth of any successful boutique beauty business, and I pay keen attention to all of it when I’m not in studio.
But I sincerely believe the most rewarding reason my clientele has grown is because I do not forget their emotional journey throughout the process. Frustration in the search, anxiety about somewhere new, confusion in too many options, vulnerability in exposing their delicate skin to a stranger. I lean into these possible emotions at every junction, from the moment they search till the day after their appointment.
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou
I run Fabella with this quote at the heart of it, relentless in my attempt to view the entire facial experience from my client’s perspective. The science of skincare is powerful, but the human connection with my clients is transformative. And so my hidden gem of a skincare studio continues to grow beyond what I’d ever expected.
Come join my sweet community! I’d love to meet your beautiful face and hope to hear YOUR skin story soon.
FabellaSkinTherapy.com
Contact Info:
- Website: https://www.FabellaSkinTherapy.com
- Instagram: @fabellaskintherapy
- Yelp: Fabella Skin Therapy
- Other: Google Business https://g.co/kgs/B1TT6hj
Image Credits
Beehind the Lens