We’re excited to introduce you to the always interesting and insightful Gabrielle Johnson. We hope you’ll enjoy our conversation with Gabrielle below.
Hi Gabrielle , thanks for joining us today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.
At Esthetiques by Elle, what truly sets us apart from the industry standard is the level of personal care and attention we give to every individual who books a service. In an industry where beauty services can sometimes feel rushed or impersonal, I believe that true beauty emerges when we create a space of genuine connection and care.
An example illustrates this difference is about a bride-to-be who came to me for her bridal preview. She was also one of my first makeup and waxing clients and, as someone who works in the beauty business herself, she understood the importance of finding the right person to trust on such a significant day. As I worked on her makeup, preparing her look for the wedding, she began to speak life back into me as an entrepreneur. Her words reminded me of why I started this journey—to make every client feel not just beautiful, but deeply cared for.
In that moment, it wasn’t just about perfecting her bridal look; it was about two beauty professionals supporting each other in their paths. Her encouragement reaffirmed my commitment to offering something beyond the industry standard—a personalized experience where each client feels seen, heard, and truly valued.
This story is what Esthetiques by Elle is all about. It’s more than just makeup or skincare—it’s about building relationships and creating experiences that leave every person feeling empowered and beautiful, both inside and out.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
My name is Gabrielle, I go by Elle, and I recently relocated to the soul city of Memphis, TN. I’m the heart and hands behind Esthetiques by Elle. My path into the beauty industry was shaped by a deep passion for helping others feel confident in their own skin. I began my career working in department stores and retail for renowned beauty brands like MAC, Dior, Estée Lauder, Bobbi Brown, and Sunday Riley. Through these experiences, I honed my skills and developed a deep understanding of the transformative power of beauty. However, as I continued to grow in my craft, I realized that beauty is so much more than skin deep—it’s about nurturing the whole person.
I offer a range of services, from bridal and event makeup and am looking forward to providing some holistic care soon through waxing and skincare. What sets me apart is the holistic approach I take with each client. Every service I provide is rooted in the belief that beauty and wellness are deeply interconnected. For example, I include a 15-minute facial with every makeup session, ensuring that my clients’ skin is cared for and that they leave feeling refreshed and rejuvenated.
I’m most proud of the genuine connections I’ve made with my clients. Seeing them walk away not just happy with their appearance, but also uplifted in spirit, is a constant reminder of why I was chosen for this field of service. I want people to know that Esthetiques by Elle is more than just a beauty service—it’s a place where every client is seen, heard, and treated with the utmost care. My goal is to create a transformative experience where you leave feeling more confident, grounded, and truly beautiful, both inside and out.
So, whether you’re preparing for a wedding, a special event, or simply need a moment of self-care, I’m here to make sure that every service you receive is personalized and crafted with intention, helping you to feel your best in every way, and always accepting new clients!
Any thoughts, advice, or strategies you can share for fostering brand loyalty?
To cultivate brand loyalty, I offer exclusive promotions and added special touches to services for returning clients. This could be in the form of discounts, early access to new services, or gift cards towards future appointments. By creating a sense of exclusivity and appreciation, I aim to make my clients feel valued and part of something special.
Additionally, I like to keep my clients informed and engaged through regular updates on social media. Whether it’s sharing tips, showcasing new products, or announcing special events, I want my clients to feel connected to the brand and excited about what’s coming next.
Lastly, I always strive to provide an exceptional experience from start to finish. By consistently delivering high-quality, personalized services, I aim to build trust and encourage clients to keep coming back. When clients know they can rely on me for both results and a nurturing experience, it naturally fosters loyalty and a lasting relationship.
What’s a lesson you had to unlearn and what’s the backstory?
A lesson I had to unlearn is the importance of not sleeping on myself—something that took me nearly 10 years to fully grasp. For so long, I let imposter syndrome cloud my vision, convincing myself that I wasn’t as talented as others saw me to be. Despite the positive feedback I received and the progress I made, there was always that nagging voice in the back of my mind telling me that I wasn’t good enough, that I didn’t truly belong in the spaces I was in.
The backstory is rooted in my early years in the beauty industry. I started working for prestigious brands like MAC, Dior, Estée Lauder, and Bobbi Brown, where I was surrounded by incredibly talented artists. Instead of seeing myself as an equal, I often felt like I was just playing a role, waiting for the day someone would point out that I didn’t really belong. This imposter syndrome held me back from truly embracing my creativity and stepping into my potential. I kept my ideas small and safe, afraid to take the risks that could have propelled me forward sooner.
It wasn’t until I started my own business, Esthetiques by Elle, that I realized how much time I had wasted doubting myself. When I began to see the impact I was having on my clients—the way their confidence soared after a session, the connections I built, and the transformations that went far beyond makeup—I finally understood the value of my work. I had to unlearn that false narrative of not being “enough” and replace it with a deep belief in my own talent and vision.
Now, I approach every client and every opportunity with the knowledge that I am exactly where I’m supposed to be, and that my unique approach to beauty and wellness is not just valid, but necessary. The lesson I’ve learned is to trust in my own abilities and never again let self-doubt hold me back.
Contact Info:
- Website: https://l.instagram.com/?u=https%3A%2F%2Festhetiquebyelle.square.site%2F%3Ffbclid%3DPAZXh0bgNhZW0CMTEAAaZZc69n9rE6NUvPU6kGkJ3ODBd5WxAUFAbkzHt0-zZtK8k-TsAfglsXpeE_aem_p7RQGYpQMd2XdCc7VQ5ICA&e=AT1n2N__6eTv6RnT6AYuj2EDJDfG_hA5MVpa-wPRGGB2vADDMTJ8kup963sLhqJimxPKi9LB-iDLChGUINA1weDicuh11dpkqGaa_wFUkfLYZTR13222
- Instagram: https://www.instagram.com/esthetiquebyelle?igsh=bzRocnBxMXppNWdw&utm_source=qr
Image Credits
Me Plus Three Photography
Laurinda Steinmeyer
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