We caught up with the brilliant and insightful Jennifer Hernandez a few weeks ago and have shared our conversation below.
Jennifer, thanks for joining us, excited to have you contributing your stories and insights. One of our favorite things to brainstorm about with friends who’ve built something entrepreneurial is what they would do differently if they were to start over today. Surely, there are things you’ve learned that would allow you to do it over faster, more efficiently. We’d love to hear how you would go about setting things up if you were starting over today, knowing everything that you already know.
If I were to embark on my spray tan business journey again, I would approach it with much more enthusiasm and dedication. I would start by taking an in-depth spray tan course, ensuring I had a thorough understanding of the science and technique behind the service. I was incredibly lucky to have been gifted a spray tan machine from my ex sister in law, Agnes Gilson, the owner of Waxing with Aggy, and her encouragement to start my own business was invaluable. Without her generosity and support, Tanning with Jenny would never have come to fruition. With the knowledge gained from the course and my existing drive to succeed, I know I would have taken my business to the next level a lot faster rather than wasting time with trial and error.
Secondly, I would focus on building my customer base as quickly as possible. Instead of relying solely on clients finding me on Google, I should have been more proactive in seeking out customers and gathering reviews. To maximize my visibility, I would have sought out relationships with local businesses like salons and spas, in order to gain more referrals and customers despite the lack of a visible, physical store front.
To add on to this, I often get complimented from existing clients that they chose me because of my inclusivity and feel as if I have always been like this in person. BUT I would prioritize inclusivity even more, making sure to showcase it prominently on my social media (or online presence in general) to demonstrate the welcoming and diverse atmosphere I create. I am confident that this gives me an edge over my competitors and attract more clients who appreciate my commitment to inclusion.
Thirdly, If I were to start my tanning business again, I would be much more intentional and passionate about enforcing my boundaries and policies. I would make sure to require a deposit upfront to avoid last minute cancellations, same day rescheduling, and no show clients. This would not only help me save time, but also help optimize my limited capital.
Finally but most importantly, I would not let my personal feelings get in the way of my business goals and manage my money more responsibly. This time, I would focus my energy on investing in myself and learning how to be a better business owner and leader. When I first started I was going through a lot personally and although I was making a significant amount of money a year into my business, I was making terrible financial decisions that set me back. I know I would be a lot farther a long in my business had I not let myself get distracted by things that did me no good and reinvested my profits into my business to grow.
By taking these steps, I believe I would be able to get where I am today with less capital.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
My name is Jennifer Hernandez, or better known as Jenny, and I’m a 29 year old Salvadoran-American. When people ask me how I got into this industry, I always find it funny because I never would have imagined this is where my life would take me.
Both my parents are immigrants and entrepreneurs, so I’ve been surrounded by an entrepreneurial spirit my whole life. I’ve seen many of my family members become barbers, hair stylists, restaurant owners, make-up artists, among other professions to make their own money. I’ve never seen myself as an employee, so starting a business in the beauty industry made sense to me – even though I had no idea what a spray tan was before.
My parents came here wanting me to live the “American Dream” and by that I mean, go to school, get a good job with a retirement plan and benefits. I went to school for finance, so I always thought I would end up doing something in insurance or investments. Before Tanning with Jenny, I worked as a sales agent at GEICO, but I quit because I wanted more freedom. I couldn’t stand the idea of someone telling me when to get to work, to take my lunch break, or threaten to cut my bonus if I wasn’t more timely – although I was usually the last one to leave and consistently hitting my sales goals. At the time, I was also feeling strained in my then marriage, so I wanted to pursue something for my own. I originally thought I’d open an independent insurance agency, but in the meantime, I was helping my ex-sister-in-law with administrative tasks at her waxing studio, Waxing with Aggy. At an esthetics show, she saw a vendor for a spray tan business and bought a machine, even though she eventually decided against adding this to her business. However, she gave me the machine to experiment with and encouraged me to open a spray tan business. And just like that, Tanning with Jenny was born in the summer of 2017.
For the first year and a half of my business, I ran Tanning with Jenny as a side hustle offering spray tanning services. As I became busier, I realized how much I loved making people feel confident and beautiful with something as simple as a spray tan. I decided to indulge in self care and got my first set of lash extensions. I was amazed at how confident and beautiful I felt with them on and wanted to offer this service to my clients as well. I befriended my lash tech and became one of her first students. I started slowly introducing lash extensions to my existing tanning clients, and soon started getting inquiries for other services like waxing and facials. I decided to add teeth whitening, as it went hand in hand with the other services I offered. When I moved my studio from Virginia to Maryland, my demographic changed, so I decided to go for it and get my esthetician license. Now I offer spray tanning, lash extensions, lash lifts, teeth whitening, and full body waxing to help my clients feel more beautiful and confident.
I’m committed to helping my clients look and feel their best not only with their physical appearance, but also how they feel on the inside. With my spray tans, lash, waxing, and teeth whitening services, I’m able to give my clients a boost of confidence and make their daily routines easier. I’m proud of the positive impact my services have on my clients and the difference it makes in their lives.
As a spray tan artist, I strive to be inclusive of all body sizes, races, genders and abilities. I don’t adhere to the “picture perfect” standard of beauty, and instead I promote self-love, body positivity and acceptance. This is reflected in my marketing efforts, which emphasize that everyone is beautiful and deserving of a perfect spray tan. I believe in making everyone feel comfortable and confident in their own skin, no matter their size, race or gender. My commitment to inclusivity and diversity sets me apart from the competition.
I am most proud of the strong relationships I have built with my clients over the years. I am passionate about providing exceptional service and delivering a beautiful, healthy tan every time. As a spray tan artist and licensed esthetician, I strive to provide a safe and comfortable environment for my clients. I use only the highest quality products and techniques to ensure the best results. I am dedicated to continuing education and staying up to date on the latest trends and techniques in the industry. I pride myself on providing a customized experience for each client, taking into account their skin type, desired level of tan, and individual needs. My goal is to help my clients look and feel their best.
Let’s talk about resilience next – do you have a story you can share with us?
I never expected 2020 to be so life-changing. There I was, spray tanning in the heart of my target zip-code and experiencing a moment of success. My biggest competitor had recently sold their business and many of their 10+ year clients were booking me back-to-back in my “slow season.” I was hitting numbers I had never reached before and was in awe of what the future would hold. Then, the unthinkable happened. COVID-19 hit us and, to make matters worse, I found out I was pregnant – something that I had not planned, especially not with a person I wanted to have a baby with. This was the start of a monumental shift in my life and business.
When the pandemic struck, I found myself in a difficult situation. I had been spraying out of my mother’s hair salon, Karina’s Hair Salon in Falls Church, Va. which had two storefronts. She had been kind enough to let me use the side that she didn’t use much. Unfortunately, the building’s owners had sold the property and the new owners were raising the rent significantly. During the height of the pandemic and as a newly single mother, I was unable to commit to such a costly rental fee. My mom then decided to give up the storefront side that I was using and the remaining space in her salon wasn’t enough for me.
As the pandemic raged on, I wasn’t ready to give up on my business just yet. I set out to tan and lash out of my house, but the demand for my services was more than I had expected – especially considering most of my clients were in Virginia and I live in Maryland. I had to look for a space to rent in Maryland as a new studio, but this was a daunting task, as I wasn’t making much money, my daughter was only 6 months old, and I had never leased a space before. Miraculously, I teamed up with my now business bestie and we found an incredible studio with 6 rooms to fill – which seemed huge to us at the time! We had to completely gut and renovate the space, an endeavor that cost more than I had in my bank account, but with sheer determination, we made it happen!
I had always wanted to pursue a career in esthetics, but had never disciplined myself enough to take the plunge. Until 2021/2022. Knowing that if I wanted to make more money in this new area, I had to offer more services, I decided to dedicate six months to full time study. I had to work away from my studio for nine hours a day, still paying rent for the studio, and paying for my daughter’s daycare. But I was determined, and with the help of a team of four I had built up while studying, I graduated esthetician school and obtained my license in the states of Virginia and Maryland.
Fast forward three years and I’ve already come a long way. I no longer have my team of four, but I’m confident I’ll be able to build an even stronger and better one in due time. I’m offering spray tan training courses and a variety of other business streams to help deepen my brand. Recently, my friend Katia Gutierrez, owner of Lash You Studio, and I have launched a podcast – The Lash and Glow Show, available on Apple and Spotify – that dives deep into our entrepreneurial journey. Together, we’ve managed to quickly outgrow the space that, only two years ago, seemed much too big for the both of us.
What’s been the most effective strategy for growing your clientele?
Having an online presence is paramount for growing my clientele, and I believe the most effective strategy to achieve this is through Google reviews. When I ask clients how they found me, the response is typically an online search as opposed to social media – demonstrating the importance of having a strong digital presence. Not only does this help build credibility, but it also encourages repeat business. Additionally, providing exceptional customer service can also help to ensure positive reviews.
Contact Info:
- Website: www.tanningwithjenny.com
- Instagram: www.instagram.com/tanningwithjenny
- Facebook: www.facebook.com/tanningwithjenny
- Other: (Spray Tan Training and Supplies) www.instagram.com/thetwjacademy (Spotify Podcast) https://open.spotify.com/show/6Rd3BwzWm1ntBWPTRrJb1g?si=I_OoBEdlRJeOGG15Ni4bIg (Apple Podcast) https://podcasts.apple.com/us/podcast/the-lash-and-glow-show/id1671234846
Image Credits
Paulo Martinez, Instagram: @_superP