We caught up with the brilliant and insightful Jazmin Wiley a few weeks ago and have shared our conversation below.
Alright, Jazmin thanks for taking the time to share your stories and insights with us today. How did you scale up? What were the strategies, tactics, meaningful moments, twists/turns, obstacles, mistakes along the way? The world needs to hear more realistic, actionable stories about this critical part of the business building journey. Tell us your scaling up story – bring us along so we can understand what it was like making the decisions you had, implementing the strategies/tactics etc.
It’s crazy, how did the former athlete/tomboy become a professional makeup artist and business owner? I am Jazmin Wiley and I am a professional makeup artist and business owner/CEO Of LuxyFaces. I also consider myself a Bridal makeup artist & beauty enhancer. Being an entrepreneur is not as easy as social media makes it look. It is a lot of long & sleepless days & nights. It is a lot of bumpy roads and sacrifices. You have to be certain type of individual to withstand the process & responsibilities of having your own business. I know for sure I was destined for this.
Along the way I have had the struggle of getting my business name out there through social media and the DFW Area, making sure my makeup business and services are put on the right platform to get clientele and consistent business flow. I have stayed very persistent and have driven my business as much as I can. I constantly kept promoting my business through all forms of social media and used my friends & family as models to help promote. Now, I can proudly say my business and clientele has flourished these last couple of years, staying booked out throughout the months and still have more goals to achieve.
Jazmin, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
I have always been obsessed with makeup and the cosmetic industry. I began to practice different makeup looks and styles on myself. I lived on YouTube, constantly studying and viewing makeup influencers, learning about all the different makeup brands out there and how to use them. After college, I pursued working in the cosmetic industry, starting at Ulta Beauty, then right after working for powerhouse retail stores like Macy’s and Nordstrom’s in their prestige beauty counters, then later on became an makeup artist for the infamous MAC Cosmetics for a couple of years.
I felt confident I had the knowledge and artistry experience to start my own makeup artistry business with the encouragement of my mother (Alicia Holmes), who also has her own hair company (En’Style Virgin Hair Company). She motivated me and preached to me to always have a trade and to utilize my gift. Now that we both have had our businesses for quite sometime, we have worked together for many photoshoots & wedding events. We decided to join forces and create a mother/daughter duo business named Texas Glam Beauty Spa, where we collaborate together and service VIP Full Glam Services for clients. We create monthly photoshoots where we recruit some of the best models out of the DFW area to model for us while we offer makeup & hair services. Also, joined with us is our Spa esthetician Tatyana Harvey who is a professional body waxer and services full body waxing.
I have had my makeup business “LuxyFaces” for about three years now and is currently going on four. The ironic thing is, the last time I was offered to do an interview for Voyage Dallas was three years when it was my one year anniversary for my business and now since then, my business has grew tremendously. I have moved into my first suite with my two business partners and have outgrown that space already and is now currently moving into a much bigger studio that will now be new the Texas Glam Beauty Spa location in Arlington, TX.
How about pivoting – can you share the story of a time you’ve had to pivot?
When I first started my makeup business and was trying to grow my clientele, I thought I had to rush and get a suite to work in a shop. I ended up joining a salon but I did not have a full clientele yet and was paying out but was not receiving it back. I was barely at the shop because I had a regular job and did not have as many clients. After a few months, it ended up not working out and I had to start from square one and just start servicing makeup out of my house until I did grow more. I was a little discouraged because I felt like I failed but it really became a blessing in disguise. Sometimes, you do have to crawl before you walk. I jumped out on faith and thought getting a suite would help out but needed to gain more clients first to be able to profit from & keep up with having a suite. A year or two of running my business from my home studio, I was able to step out again and get a suite of my own with my business partner and we have been thriving ever since.
What’s been the most effective strategy for growing your clientele?
The most effective strategy for growing your clientele is persistently and consistently promoting your work/services on all social media platforms. No matter if you only receive 1 or 2 likes or even no shares or likes at all, there is always someone watching your page of work. I use to and still to this day, only get a few likes and shares but I stay booked. Do not let social media get you discouraged. I always say some of your biggest supporters are going to be strangers believe or not. Referrals (Word of mouth) are also a very great form of growing business because it travels faster.