We caught up with the brilliant and insightful Gina Mari’ a few weeks ago and have shared our conversation below.

Alright, Gina thanks for taking the time to share your stories and insights with us today. One of the most important things we can do as business owners is ensure that our customers feel appreciated. What’s something you’ve done or seen a business owner do to help a customer feel valued?

As an esthetician is it 100% my responsibility to understand my clients needs, goals and desires. This goes beyond skincare services and product sales. Truly understanding their personality and lifestyle greatly affects how I treat their skin. Designing specific services that will help them reach their goals is more than just assessing their skin. Understanding who they truly are will maximize long lasting results and gain their trust in the process. Send birthday and thank you cards! Remember the personal details of their lives while creating a safe space where they can be vulnerable. And most importantly…don’t oversell! My relationships with my clients are based on the long haul and not a quick turnaround.

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 had really nice skin all through adolescence and then in my mid 20’s I completely broke out with comedonal acne. It was horrible! I hunted everywhere and finally found an esthetician who promised me she would fix my skin if I saw her once a week for six weeks straight. I trusted her and the process. After weeks of looking like hamburger meat (literally) she indeed delivered on her promise and my skin was flawless. Having gone through not only the painful experience of acne, I also understood the phychological effects it had on my confidence and well being. Essentially, she helped restore my confidence. At that moment, I realized I wanted to help others along the same journey. I put myself through school, got my license and worked for her. We opened up in New York and she eventually relocated there. In 2009 I opened up my own business.

One key point of my education was that we shared an office with a dermatologist for around 10 years. I spent most of my time with his PAs and RN’s bouncing questions and ideas off of them. This was so valuable! I’ve never worked in a salon or a spa and after I opened my own business I brought on a dermatologist and other medical providers to join me. Understanding the true histology of the skin and really focusing on how different technologies can help certain conditions has been extremely valuable.

I’m so thrilled to have so many long term clients AND I still get giddy when a client gets off my table, looks in the mirror and is happy!
I have been so fortunate to be featured in several publications and had the pleasure to partner with several brands over the years. Writing articles, participating in product development and educating has been extremely fulfilling.

I’ve learned that at my core I am a true geek…science and technology are my jam.

How about pivoting – can you share the story of a time you’ve had to pivot?

2020.

I had a beautiful, incredibly curated office in Beverly Hills that I had just expanded in 2018. During Covid my business was declared non-essential and in Los Angeles we were shut down for over a year. The office that I spent my life savings on, pondered every detail and decision from decor to technology was truly built from my heart and had to be closed.
I was accustomed to a staff. Fellow estheticians that assisted me in my services. An office manager that kept not only my schedule but my life on track. A marketing director that made sure we had monthly email blasts and were posting to social media. You get the point ;)

The word “pivot” has become my middle name. Obviously I ended my lease and moved out of my fancy office. After several moves and perhaps attempts to re-create that old model I have finally settled on “modesty.”
There is a time for us to be really large and a time for us to be a bit quieter. I’ve been super fortunate to experience both…

Through all of this I’m learning to be an ok receptionist. I’m still kind of crappy as at collecting on invoices. My marketing department has become me and a lone tripod, but we’re having fun. The great news is my treatments have become next level…I get to spend more time in the room with my clients and through all the lessons my focus has definitely sharpened.
A major suggestion to you all…keep that one, loyal employee who rides through the storms with you, I have one, she’s my rock. Though she lives in another state now, I can always count on her.

Any fun sales or marketing stories?

In 2018 I had the honor and privilege to participate in a panel discussion and a photo shoot for the launch of Estee Lauder’s perfectionist pro serum. We filmed in Chelsea and the panel members were a joy and pleasure to work with.
The February issue of Elle magazine featured our photos and bios on the inside cover as well as the Estee Lauder launch. This was probably one of the biggest honors of my career publicly.

Same year, same month….one of my staff says, “Someone tagged you on Instagram!” I hadn’t really taken social media seriously until this day. A gorgeous model simply posted me taking a towel off her face saying “make me pretty.” I received 9 new appointment requests that day.

Contact Info:

• Website: https://ginamari.com
• Instagram: @ginamariskincare
• Facebook: @ginamariskincare.com