We recently connected with Grace Vanderwey and have shared our conversation below.

Alright, Grace thanks for taking the time to share your stories and insights with us today. So, naming is such a challenge. How did you come up with the name of your brand?

When I was thinking of names for my business, I started with what I wanted my business to represent. What is something unique or special that I am bringing in to the beauty world? What sets me apart? After much deliberating with both myself and with friends and family, I settled on joy. I made it my goal to insure every person who comes to sit in my chair will feel relaxed and joyful throughout the whole experience. Although, playing around with the word “joy” in a name proved harder than I thought, so I started looking for synonyms for joy instead. I have always loved the name “Felicity” and when I found out it meant “intense joy,” I knew it was a perfect fit. The next challenge from there was trying to incorporate it into a name without people assuming that “Felicity” is my name! Things like “Felicity Beauty” and “Felicity Hair and Makeup” I knew would give the wrong impression. So, I enlisted the help of one of my good friends, and we met up for coffee to go over potential names. After some brainstorming, she suggested “Felicity by Grace” and I instantly knew that was it. From there, I settled on my business verse, Philippians 4:4: “Rejoice in the Lord always; again I will say, rejoice!” And so “Felicity by Grace” was born!

Grace, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Ever since I was a child, I have loved hair and makeup, so it was easy to decide to go to beauty school so I could get my cosmetology license. I had never considered doing anything except working in a salon, until a few friends of mine asked me to do their makeup for their wedding. I was terrified those first few weddings, but it turned out so wonderful and I had a lot of fun! A few months after I graduated, I started building what is now Felicity by Grace LLC. Wedding hair and makeup is my main focus, but I’m open to many kinds of special events! I have also done makeup and/or hair for photo shoots, theatrical productions, and a fashion show! What makes me stand out in this industry is the emphasis on a joyful experience I have for all my clients. Especially on a wedding day, the brides I service should feel joy and excitement while they’re getting ready- not stress. I want any clients of mine to know that they will be listened to, serviced well, and have a joyful, excited presence with them, no matter the occasion.

What’s a lesson you had to unlearn and what’s the backstory?

I have always felt from a young age that I had to be different from myself in order to fit in or belong, and that mindset carried over to creating my business. My idea of being a professional was being stoic- without excitement or personality. No laughter, no fun, and no exclamation marks in emails. Those things were not professional, and would discredit me as a business owner. I overcame this through discussions with my friends and family. They reminded me that what makes me unique will help me stand out in the industry, and will be an asset, and not a hinderance, to growing my business.

What’s been the most effective strategy for growing your clientele?

The most effective strategy for me has been advertising myself on Facebook. There are so many bridal groups where brides will post asking about hair and makeup recommendations for their specific wedding date. Once I had decided on my business name, I made a Facebook page and posed pictures of my work. From there I tagged my page in the comments of those brides looking for hair and makeup artists, and brides started messaging me! It was a bit slow going at first, but once I had more weddings under my belt and more work it show, it became a great way to get new clients. In addition to that, I finally finished my website, which shows my commitment and professionalism.

Contact Info:

• Website: https://felicitybygrace.wixsite.com/my-site
• Instagram: https://www.instagram.com/felicity_by_grace/
• Facebook: https://www.facebook.com/profile.php?id=100069332352035&mibextid=LQQJ4d

Image Credits
Madison Kristine Photography