We were lucky to catch up with Deva Geiger recently and have shared our conversation below.

Alright, Deva thanks for taking the time to share your stories and insights with us today. Almost all entrepreneurs have had to decide whether to start now or later? There are always pros and cons for waiting and so we’d love to hear what you think about your decision in retrospect. If you could go back in time, would you have started your business sooner, later or at the exact time you started?

If I could go back in time, I wouldn’t start my business sooner, I would tell 22 year old me that it’s going to take a long time but it’s going to be oh so worth it.

I started the process of opening a salon in October of 2020. It had always been a dream of mine but I never thought it possible, especially not in my 20s. I figured I’d be in my mid 40s opening a salon. When we got started I prayed this prayer. “God, I pray you’ll open doors that need to be open and close doors that need to be closed. 3 years, 2 different buildings, and a massive business plan change, we are 2 weeks away from opening and it’s falling together like the perfect puzzle. Doors opened, doors closed.

The only thing I would have changed is I wish I would have had more trust and patience that it was going to work out and not stressed so much when it seemed like doors were closed for good.

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 name is Deva and I am a holistic hairstylist for moms and women struggling with their hormones.

I use clean/non toxic products as much as I can in the salon so my clients don’t have to choose confidence over their health. I believe we as women can have abundant life. That means healthy hormones, quality skin care, and hair care that works well and is supportive of holistic lifestyle!

I miscarried twice in 2022 and it propelled me into learning about reproductive health, toxins in our lives, and how to support our bodies as women naturally.

I’m here for the moms who are losing hair due to postpartum and needing a confidence boost. But I’m also here for the women who should be moms that need someone to hug them and let them know their not alone.

I’m proud to openly share my faith as a business owner, God got me here. And everything that has come to be with this salon is all because I had an open and willing heart for God to use me.

Have you ever had to pivot?

I lost my 17 year old sister to a tragic car accident in September of 2020. In October I decided to honor and carry on her legacy by opening a salon. In November, my husband and I were relocated from Ohio to Florida for his work.

In a span of 3 months, I practically lost my entire clientele due to taking time off to grieve my sister and moving to Florida with limited available once a month when I visited Ohio. Not to mention those lost during the pandemic.

During that time I chose to dive deep into business education and marketing so it would be easy to rebuild my clientele when we moved back to Ohio and opened a new salon.

That pivot helped prepare me for salon ownership. And while I still have a lot of growth out in front of me, pivoting to education and applying it really set me and in response, my team, up for success.

How’d you build such a strong reputation within your market?

I know you hear this everywhere, but NICHE NICHE NICHE. Salon’s serve a wide range of people so we chose to niche down on our services AND niche down on our target audience.

We offer holistic salon and spa services to moms and women on a healing journey.

It’s super specific and that has helped us so much with engagement on social media and fill out books even before we open!

When coaching a fellow stylist or entrepreneur, I ask them these questions tk help them niche down.

What product/service do you offer?
What problem does it solve?
Who has the problem?
What makes you different?
How can that impact the people who’s problems you can solve?

So for my answers,

I offer salon and spa services.
They help you relax, heal, feel confidnt, connected, whole, and healthy when you don’t feel any of those things.
Mom’s struggle to take time for themselves, focus on their health, or they have a hard time finding community.
I am openly a Christian entrepreneur and I’m obsessed with holistic living.
I can incorporate what makes me different into my services to serve moms and women who want to get their hair done but don’t know where to go.

Ultimately inching down to who we serve and what we do.

Contact Info:

• Website: heliasalon.com
• Instagram: instagram.com/heliasalonandwellness

Image Credits
Hadassah Morrison