We were lucky to catch up with Genice Gonzales recently and have shared our conversation below.

Genice, thanks for joining us, excited to have you contributing your stories and insights. What do you think it takes to be successful?

The more you want it, the more you need to give.

I am the success story from using people like Gary Vee as a mentor and motivation.

I started my business at 28, a single mom with one of my children having special needs and coming from a family that did not have anyone to guide me or help me.
My business was built without loans and I went from 0 to storefront in 8 months.

The biggest thing I tell people when i am asked how I did it or how I continue to do it is: “I sacrificed”.

Instead of 3 day weekends, vacations, and splurging when money is good, i reinvested and made myself available for any opportunity to gain a client or grow my business.
Instead of watching TV and movies, I read articles and watched videos on everything business, marketing and money management. I take any webinar I can in my free time.

I am also honest with myself and my clients. I express my strong points and refer out when I know I cannot deliver the best quality. I built a team off pros that do different specialties so that each client gets the best service possible.

As a special needs mom, and a mom of 4, I had no room for failure. I HAD to make this work because no other company would allow me to be present for all the needs of my daughter with ASD. That meant i had to make my own money.
After years of grinding, I can now take time every now and then to be with my children, money is consistent and I am now proud to represent the special needs mom community.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I have loved makeup and hair since I was a teen. At the end of high school I was involved in theatre and knew I wanted to have my own beauty business. My parents preferred I go to college so I did my 50 units at a junior college with applied sciences and chemistry classes. After that I tried nursing school. I quickly realized with my 1st child that I did not want to give up my holidays and weekends – people get sick on those days too and I had a commitment to work those days if it fell on my schedule.

I dropped out of LVN school and joined beauty school. At the time, I was already doing hair styles and makeup for my sister and her friends for dances and events. I walked in wanting to do makeup and hair. With my background I was sold on a crossover program, getting my esthetician license first and coming back to do cosmetology – becoming double board certified.

I did both programs but quickly learned that esthetics was the perfect fusion of my education and my skill set.
Specifically, body waxing and acne skin care are where I thrive.

I currently use a few different brands of wax but work as an educator for Bombshell Wax Pro.

My specialty Brazilian waxing. I recently won the bronze title at the Skin Games, an international esthetics competition.

My newest services are micro stamping and other clinical modalities that push my results and treatment even further. The science behind everything available to my industry is what makes me love my job every day.

What sets me apart is my extensive knowledge of science and medicine, as well as my speed and efficiancy. I can deliver top quality results quickly and have found the formula to price my services competitively AND affordable – including use of memberships for my repeat clients.

I am proud of my international title, and representing the working moms and autism mom community, proving that we can do it all and still have our own identities.
My brand focuses on creating a safe space for wellness and acceptance of all our clients. We provide Experiences, not services.

We’d love to hear a story of resilience from your journey.

The COVID shutdown happened 8 months after I opened my doors and I did not qualify for PPP.

This was the most stressful time of my career. Luckily, I had opened my doors cash on hand, so I was able to apply for a small business loan to get my by for a while as well as the rest of the savings I had.
When the money ran out and I had no choice but figure out how to get back to work, I created facial boxes for my clients.
I did virtual consultation appointments and then made custom boxes for them to pick up with detailed instructions on how to use the products in the box. I also invested in a vinyl cutter and created shirts for other pros in my industry, then moved into retail and had a small boutique for a couple years.

I survived by the skin of my teeth, but it showed me how creative and driven I can be in a moment notice. It also made me learn skills to be more frugal and manage my money better.

Any advice for growing your clientele? What’s been most effective for you?

My commitment to consistency and being reliable I feel is a big thing when it comes to keeping my client relationships. I am also very raw and real. I am a real person and even though I choose what I share, I don’t hide the nitty gritty in certain situations – the main one being a special needs parent and being a solo, young business owner.

When an appointment is booked, it is locked in stone. I can count on one hand the number of times in 5 years that I have had to move appointments: I was in the ER to get my gall bladder removed and the births of my last 2 children (my clients were well aware of the upcoming birth so that may not really count!).

When my clients ask about my life and “how I do it all” – I keep it honest. I tell them that sometimes a lot of coffee, sometimes I cry a little. I am not superwoman, I am just driven. I feel like they see me as a person and not a robot because of that. I have cried, celebrated and supported my clients in many ways over the years. I enjoy being a part of their lives.

I am also very by the book when it comes to my services, products and what I sell. My clients trust that if I recommend something it is in their best interest.

Contact Info:

• Website: www.amorajstudios.com
• Instagram: www.instagram.com/amorajstudios
• Facebook: www.facebook.com/theamorajexperience