We recently connected with Donna Goyda and have shared our conversation below.

Donna, appreciate you joining us today. What’s the kindest thing anyone has ever done for you?

When I decided to open Skin Lounge of Old Town, the kindest thing anyone ever did for me was collective: my clients and my family showed up before the sign was even on the door. For years, I’d cared for skin in Northern Virginia and Washington, D.C., and clients would gently nudge—“When you open your own studio, I’m there.” When I finally announced it, they reposted on social media, booked, brought friends, and left thoughtful reviews that still make me teary. That early momentum filled my books and my heart.
Behind the scenes, my family and friends made it possible. My husband took point on the planning—budgets, vendor lists, and policies—so I could stay focused on clients. My mother-in-law reviewed and helped with the business plan, keeping me organized and confident. My sister, who runs her own business, rolled up her sleeves on marketing—messaging, social posts, and launch ideas. Local business owners shared advice and encouragement—no ego, just community.
How did it feel? Like being seen and carried. That kindness mattered because it let me open with confidence and stay true to what I value: personalized, medical-grade care delivered with patience and attention to detail. Skin Lounge started with other people’s generosity; every treatment is my way of honoring that—unhurried, results-driven, and grateful for the trust.

Donna, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m Donna Goyda, Owner and Master Esthetician at Skin Lounge of Old Town in Alexandria, VA. I grew up in Wilmington, North Carolina, and I’ve spent nearly two decades helping people feel confident in their skin. Old Town has been home for over five years, and I created Skin Lounge as a serene, boutique corrective skincare studio—calm, unhurried, and focused on real results.
Every journey starts with a consult so we can map a plan together and pair in-studio care with a simple at-home routine. My services include customized S/L Facials, Dermaplaning Facials, the S/L Curated Facial Treatment (dermaplaning, LED, and oxygen), Microneedling with SkinPen, and Chemical Peels. A new addition is MOXI by Sciton—a gentle, minimal-downtime laser—and I bring years of laser experience to set realistic expectations and guide you step by step.
Clients come to me for early aging, sun damage, melasma, uneven texture or dullness, acne, sensitivity/rosacea, and long-term maintenance. What sets my work apart is personalization and honest follow-through: clear education at every step, regular check-ins to see what’s changing, and candid guidance so you see steady, meaningful progress.
What I’m most proud of is the confidence my clients gain over time and getting to be there for that journey. I’m grateful for the trust, the referrals, and the relationships we’ve built. If you’re wondering where to start, a consultation is best—you can learn more at SkinLoungeOldTown.com.

Do you think you’d choose a different profession or specialty if you were starting now?

Absolutely—I’d choose this profession again. For 20+ years I’ve been in skincare as an esthetician and manager, and I previously owned a spa in North Carolina. I’m still drawn to the blend of science, technique, and care—and most of all, to my clients.
No one comes in for “just a facial.” Every visit is customized. We map a plan, pair in-studio care with a simple home routine. My favorite moment is when a client’s head sinks into the pillow and you hear that soft exhale—shoulders drop, the room settles. It’s therapeutic for the skin and the spirit. Clients share life’s wins and hard days, and I’m there to listen while we work.
What keeps me here is watching confidence grow—melasma fading, redness calming, texture smoothing, and someone feeling good bare-faced. That never gets old. It’s why I built Skin Lounge of Old Town as a calm, boutique, corrective studio. I’d pick this path every time.

How did you put together the initial capital you needed to start?

I started with my “why.” I wanted to create a calm sanctuary—somewhere clients could walk in, exhale, and be fully present—paired with corrective, medical-grade care. From there, the funding plan became very practical: my husband built an extensive, itemized budget—line by line, down to the details. Seeing the real numbers on one page took the guesswork out, reduced doubt, and turned a dream into a plan.
We saved, prioritized the essentials, and made it happen. I’m deeply grateful for my family’s help in that process—it let me open with clarity and confidence instead of noise and second-guessing.
My advice: build a detailed plan you trust, but don’t wait for perfection. At some point, you need momentum. Start, learn, adjust, and keep moving toward the vision.

Contact Info:

• Website: https://www.skinloungeoldtown.com/
• Instagram: https://www.instagram.com/skinloungeofoldtown/?hl=en