Alright – so today we’ve got the honor of introducing you to Jamie Rau. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Jamie, thanks for joining us today. To kick things off, we’d love to hear about things you or your brand do that diverge from the industry standard

Absolutely! That is the main reason I started Refinery Skin and Body in 2021. I was so disappointed in how my colleagues and myself were treated over the years, at various salons in town, that I decided I needed to open my own space where everyone is treated like their own business, and with respect, because that is how this industry operates. We as individual service providers are building connections with each client that comes to see us for a service. Those connections are so important not only to ensure the client comes back for another service, but to make sure that the client is getting the correct service custom to their specific needs. Those clients become loyal to the service provider, not the space the services are being provided at. Most salon and spa owners forget that. The business does not own the clients, the clients are our boss. They choose who to see and where to go. More often than not, clients will choose to follow their Esthetician or Cosmetologist wherever they may be providing services if they move from one spa/salon to another. That being said, I have renters and employees who make their own schedule that best suits their life outside of Refinery. Other establishments provide their employees with a schedule structured around the establishment’s needs. I have my employees and renters provide only services they want to provide and not services they don’t enjoy doing. I don’t want my staff to dread coming into work. We all offer relaxing and refining treatments, I believe they need to be in a positive mindset to efficiently do that! I set my employees up for success, regardless if they stay at Refinery Skin and Body forever or if our time together is brief.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers

My name is Jamie Rau, I’ve been a licensed cosmetologist since 2005, providing sugaring body hair removal full time since 2008. I started educating with Tamara’s Professional Body Sugaring to other licensed professionals in 2012. Over the years I perfected the art of body sugaring and added other skin care services to my menu. I started Refinery Skin and Body in the winter of 2021. It was a leap of faith opening a business during the pandemic but I knew I needed a space that better fit my goals in order to grow. I was previously renting a very small treatment room in a big salon. Over the years sugaring has become more and more popular with an increase in need for training. I was overwhelmed with the amount of class inquiries I would get on a weekly basis! I knew my treatment room could only accommodate 2 people at one time, so I needed to find a bigger space quickly! Fast forward to now and I am the owner of a beautiful. four room esthetic collective with a staff who provide a wide range of skin and body refining services. We each bring our own specialty providing custom skin care and body treatments for our loyal clients. We strive to be a safe, comfortable space for everyone in need of self care. I am most proud of being able to provide both my staff and our clients the best in skincare and body work in a calm, unique and non-intimidating space.

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

The most effective strategy for growing my clientele has been to BE CONSISTENT on all levels. That is the way I have built trust with my clients as well. All levels, meaning; I have a set schedule so clients can know the days and times they can book their appointments. I’ve only changed my schedule twice in 15 years. I show up. I don’t cancel on my clients unless it is a life or death matter. I give each client 100%, at each appointment. I build a rapport with them and get to know them on a personal level. I measure success by how comfortable I have made someone feel. Especially if it is their first time getting a skincare or body sugaring service. I let them get to know me. I use professional skincare products that I have researched to provide the best results, that I also use personally. I educate all my clients on after care and how to get the most out of each service they receive from me. Being consistent and showing up each day for each client makes a huge impact. It shows them that you value them and you want the best for them. I put myself in the client’s shoes and I treat each one how I would want to be treated.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

I keep in touch with clients in several ways. One way, Refinery Skin and Body puts out a newsletter by email each month to keep clients aware of any new services and specials we are offering. We also include a reminder about our cancellation policy and how to get a discount by leaving a Google review or referring us to a friend. The second way we keep in touch with clients is through social media, mainly via Instagram and Facebook by posting skincare tips and communicating via messenger if any of them have questions regarding a service we provide or a product they purchased. The third way we keep in touch with clients is to send a postcard with a discount for their next service in the mail if they haven’t been in to see us in over four months. I find that mailing an actual card, and then receiving something tangible they can hold in their hands, is a more effective (and happier) way of re-engaging the client. I know I love getting something in the mail that isn’t a bill!

Contact Info:

• Website: [email protected]
• Instagram: @refineryskinandbody
• Facebook: @refineryskinandbody
• Other: www.schedulicity.com/scheduling/RSBCMER (our booking site)

Image Credits
Rachel Britton