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

Jessica, appreciate you joining us today. How’d you first get into your field – what was your first job in this field?

As I reflect on my journey in aesthetics, I fondly remember my humble beginnings in the ER, where my passion for precision and patient satisfaction first took root. I was working in a small, rural ER, committed to 12-hour shifts, four days a week, a grueling 2.5-hour drive from my home. Despite the demands, I thrived in this environment, and my supervising physician and mentor took notice of my exceptional suturing skills, particularly in complex laceration repairs.

Patients would often express their gratitude, attempting to tip me for my meticulous work, a testament to the trust I built with each individual. My supervising physician and mentor saw an opportunity to nurture my talent and encouraged me to explore aesthetics. I pursued training and certification in nonsurgical thread lifts, and soon, I landed a part-time job at the town’s sole Med spa.

The contrast between this quaint setting and the numerous Med spas in San Diego, where I would later practice, was striking. Yet, it was in this intimate environment that I honed my craft, developed a loyal client base, and discovered my true calling in aesthetics. Those formative years in the ER, though challenging, laid the groundwork for my successful transition into the world of aesthetics, where I continue to refine my skills and delight patients with transformative results.

But what strikes me most is the stark contrast between the high-stakes environment of the ER, where lives were literally in my hands, and the world of aesthetics, where I now witness a different kind of transformation. During the tumultuous time of Covid, I saw firsthand the toll of stress and uncertainty on patients and healthcare workers alike. In aesthetics, I’ve found a sense of fulfillment in empowering individuals to reclaim their confidence and self-assurance through subtle, natural enhancements. The joy of seeing a patient’s face light up after a procedure, knowing I’ve contributed to their renewed sense of self, is a truly rewarding experience – one that I cherish every day.

Landing my first job at the only Med spa in that small town was a dream come true. I remember the thrill of excitement coursing through my veins as I accepted the offer. It felt like the universe was aligning in my favor, guiding me toward a path that resonated deeply with my passions. I was finally able to merge my medical expertise with my creative flair, and I knew I was exactly where I was meant to be.

The arrangement wasn’t without its challenges, of course. I would work four grueling days in the ER, followed by a fifth day at the Med spa, which meant I’d spend an extra day away from home. But my enthusiasm for aesthetics superseded any fatigue or logistical hurdles. I was driven by a sense of purpose, knowing that I was taking the first steps toward a career that would bring me joy and fulfillment.

As I settled into my new role, I felt an overwhelming sense of confirmation – I was doing the right thing, at the right time, in the right place. The Med spa’s intimate setting allowed me to connect with clients on a deeper level, understanding their unique concerns and aspirations. I thrived in this environment, where I could combine my technical skills with my artistic eye to deliver personalized, transformative results.

Those extra days away from home became a labor of love, a testament to my unwavering dedication to aesthetics. I was willing to go the extra mile, literally and figuratively, to pursue my dreams. And as I looked into the mirror, I knew that I was exactly where I was meant to be – at the intersection of art and science, where I could make a real difference in people’s lives.

Jessica, 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?

As the founder and lead practitioner of Citrus Aesthetics, I, Jessica Cvetic, bring a unique blend of expertise to the table. As a nationally certified Physician Associate with a background in Education, Emergency Medicine, and Aesthetic Medicine, I’ve honed my skills to provide top-notch care. My approach is built on a foundation of compassion, genuine connection, and advanced techniques.

At Citrus, we pride ourselves on creating a serene and rejuvenating environment where clients feel at ease. Our client-centered approach ensures personalized attention, tailored to each individual’s aesthetic goals. By merging scientifically grounded medicine with the art of aesthetics, we deliver unmatched results that exceed expectations.

With a passion for empowering clients to reach their full potential, I utilize cutting-edge techniques and take the time to understand each person’s unique concerns. My goal is to provide a trusting and relaxing space where clients can feel confident, refreshed, and radiant. As Citrus continues to flourish, I remain committed to our core values: personalized service, scientifically grounded medicine, and a genuine passion for helping others shine their light.

As a dedicated and passionate aesthetic provider, I have had the privilege of training with the world’s top experts in aesthetic medicine. I’ve expanded my expertise through continuous education and mentorship from renowned leaders in the field. This commitment to excellence has earned me recognition as a respected National Trainer and Key Opinion Leader in MINT nonsurgical threads, SkinPen Ambassador, and speaker for Upneeq.

Beyond my clinical work, I’m driven to share my knowledge and experience with others. Through Citrus Training Academy, I train and empower fellow aesthetic providers, including nurses, PAs, NPs, and physicians, to enhance their skills and confidence. I believe in paying it forward, as I’ve been fortunate to have had incredible mentors throughout my journey.

My educational and leadership roles demonstrate my dedication to advancing the field of aesthetics and fostering a community of excellence. I’m proud to be a part of this dynamic industry, and I look forward to continuing to share my expertise, inspire others, and contribute to the growth and development of aesthetic medicine.

The Citrus brand is infectious – its fresh, rejuvenating vibe is spreading rapidly, making it a recognizable name in the aesthetics industry. With a reputation built on excellent results, exceptional service, and a genuinely refreshing experience, Citrus is empowering a new generation of entrepreneurs to succeed. As a passionate advocate for women in business, I’ve established Citrus Franchising to address the stark gender gap in entrepreneurship, where only 10% of entrepreneurs are female. By sharing my proven model with solo providers who share my passion, I’m creating opportunities for them to thrive in a supportive community. Together, we can close the gender minority gap and create a more inclusive entrepreneurial landscape, one Citrus location at a time.

Can you talk to us about how your funded your firm or practice?

Starting Citrus Aesthetics required careful planning, determination, and a supportive network. While still working full-time in urgent care, I juggled a part-time role at another aesthetic spa clinic, but I didn’t have the funds or qualify for loans to secure working capital. My wonderful husband, a stay-at-home dad to our two beautiful daughters, was instrumental in allowing me to focus on building the business. His support enabled me to take a significant risk – withdrawing from my 401(k) retirement fund to finance Citrus. This decision wasn’t taken lightly, but my passion and vision for Citrus drove me to find a way.

In the early days, every moment counted. I vividly remember taking advantage of a training opportunity with the renowned aesthetic provider Julie Horne in my second month of operation. This experience not only honed my skills but also fueled my determination to succeed. Through hard work, strategic planning, and a supportive family, I was able to turn my vision into a reality. Citrus Aesthetics is a testament to the power of perseverance and the importance of having a strong support system.

Training with Julie Horne was a game-changer for me and Citrus Aesthetics. Her masterclass in Switzerland was a once-in-a-lifetime opportunity to learn from the best. I had admired her work for years, and her precise technical approach to achieving beautifully natural lip injection results aligned perfectly with my own aesthetic vision. Although her classes were always booked well in advance and came with a significant price tag, I knew I had to seize this chance. My only chance initially was to fill a spot as a lip filler model, but I would still need to invest in the flight and lodging in Switzerland.

Despite the significant investment I had already made in Citrus and the financial strain of trying to get the business out of the red, I recognized that this opportunity was essential to taking my skills to the next level. I took a deep breath, booked my flight to Switzerland.

I recall the whirlwind trip to Switzerland like it was yesterday. With a schedule booked with clients for the first time at Citrus Aesthetics, I couldn’t afford to take much time off, so I minimized my absence to just under 18 hours on the ground. The intense 22-hour flights to and from Switzerland were a small price to pay for the opportunity to witness Julie Horne’s lip filler techniques.

I had booked an Airbnb that was about a 10-minute walk from her clinic, and in the early morning when I started out on the day of the MasterClass, I saw it looked quite gloomy outside. About one minute into the walk, it started to rain, and I realized I had to do something in order to not show up like a wet dog at her clinic for the training! I had never done this before, but I decided to take a chance and I put my thumb out like a true hitchhiker. The first car that passed by stopped to pick me up, and I was just hoping that they were a good human being and that my life would not be jeopardized!

As I got into the car, I couldn’t help but think about the irony of the situation. Here I was, a business owner and aesthetic provider, hitchhiking in the rain to get to a masterclass with one of the industry’s top experts! The driver, sensing my nervousness, reassured me with a warm smile and asked about my day. I shared my story. He was the nicest person I could’ve wished for, immediately telling me to jump in and that it was no problem for me to ride with him to Julie’s clinic. We were chatting not like strangers, but like old friends within 30 seconds, and unbelievably, at the end of the two-minute drive, he invited me to meet him and his wife later on that day for dinner if I had time. Thank goodness I made it to the clinic dry and ready for an amazing day!

Two weeks before the MasterClass, I received an email confirming my spot as a lip filler model for Julie’s training. I was thrilled to have the opportunity to experience her expertise firsthand, but I couldn’t shake off the desire to learn from her myself. So, I took a chance and emailed Julie’s assistant, introducing myself as a Physician Assistant and owner of Citrus Aesthetics in San Diego. I expressed my admiration for Julie’s work and my eagerness to train with her.

To my initial disappointment, Julie’s assistant replied that the class was already fully booked. I understood, but a part of me still held onto hope. And then, just two days before my flight to Switzerland, I received an unexpected email from Julie’s assistant. One of the trainees had suffered a medical emergency and was unable to attend, and I was offered their spot in the class!

I couldn’t believe the serendipity. It was as if the universe had conspired to bring me one step closer to realizing my dream of training with Julie Horne. I eagerly accepted the offer and prepared myself for an intensive learning experience. Little did I know that this was just the beginning of an incredible journey, one that would take me far beyond the confines of the MasterClass.

As I arrived at Julie’s clinic in the morning, I was warmly welcomed by the staff at the Swiss Aesthetic Institute. Their kindness and hospitality immediately put me at ease. But what happened next left me speechless. The two other trainees, who I was about to spend the day with, were none other than two Aesthetic providers I had initially trained with on neurotoxin and filler injections in California!

I couldn’t believe the coincidence. We had shared my initial training experience together, with them as my trainers and now, here we were, reunited in Switzerland, about to learn from the renowned Julie Horne. They told me that they had planned this training and trip for over a year, and I couldn’t help but feel grateful for the unexpected turn of events that had led me to join them.

We exchanged warm smiles and hugs, and I knew that this was going to be an incredible experience. The three of us were about to embark on a journey of learning and growth, guided by one of the best in the industry. And as we began the MasterClass, I knew that this was just the starting point of a new chapter in my aesthetic career.

The training was truly unforgettable, with Julie’s exceptional teaching style and infectious sense of humor making every moment a joy. As a model, I had the privilege of experiencing her expertise firsthand, with my lips being transformed before my eyes. But what really made the day special was the one-on-one guidance I received from Julie on another client. With her standing right next to me, I was able to implement her newly taught lip filler technique, feeling her expertise and confidence radiating onto me.

As the day drew to a close, my fellow trainees bid farewell, returning to their families who were traveling with them throughout Europe. I, on the other hand, found myself sitting across from Julie, still trying to process the surreal experience I was having. We chatted and laughed, reminiscing on the day’s events, and I felt a deep sense of gratitude for this opportunity.

In that moment, I realized that I was not just learning from Julie Horne, but also connecting with her on a personal level. Her passion, dedication, and kindness shone through in every aspect of her being, and I felt honored to be in her presence. As we wrapped up our conversation, I knew that this was a day I would never forget, and that influence would stay with me forever.

As we chatted, Julie’s colleagues from the Swiss Aesthetic Institute began to filter in, each one exuding expertise and warmth. I was introduced to Felix Bertram, the co-owner of the institute, a brilliant entrepreneur, and dermatologist who shared my passion for aesthetics. We connected instantly, discussing his skincare line and the latest industry trends in aesthetics.

Just then, another dermatologist poked his head into the room, inviting Julie to dinner. Without hesitation, she turned to me and said, “Would you like to join us for dinner, Jess?” I was taken aback by the invitation, feeling grateful and thrilled at the prospect of spending more time with these incredible individuals.

I eagerly accepted, and soon found myself walking alongside Julie and her colleagues through the charming streets of Switzerland, bound for a dinner that would prove to be just as unforgettable as the day’s training. The conversation flowed effortlessly, covering topics from aesthetics to entrepreneurship, and I felt like I had found my tribe. Little did I know, this dinner would be just the beginning of a beautiful journey that would take my career to new heights. I left the restaurant around 11 PM as I needed to be ready to leave for the airport at 5 AM. After packing and still in a surreal state of mind excitedly talking to my husband about the day, I set my alarm and fell asleep.

I woke up to a room bathed in daylight, and my heart sank as I realized I had overslept. I frantically reached for my phone to check the time, and my worst fears were confirmed – it was 11 AM. I had missed my international flight back to the United States.

Panic set in as I quickly called the airline, hoping for a solution. A kind woman answered, and I explained my situation. She empathized with me, saying “Oh honey, this is not good at all.” She explained that the next available flight was the following day, but it would cost $3700 one way. I was taken aback by the price, knowing that my financial situation was already strained with the recent launch of Citrus.

I hesitated, unsure of what to do. The woman on the phone gently encouraged me to make a decision, but I was torn. After 10 minutes of deliberation, I finally made the difficult choice to book the flight. But just as I did, the woman apologized profusely, telling me that the last seat had just been taken. I couldn’t believe it – I had missed my chance again. She said now really the only option was to book a flight a couple days out, which I did and was a little bit less expensive but still over $1000 for a one-way trip!

With my flight booked for two days later, I decided to make the most of my extended stay in Switzerland. I reached out to my new contacts, Felix Bertram and the other dermatologist, to see if I could continue my training and learning. They graciously agreed, and I was thrilled to have the opportunity to spend more time at the Swiss Aesthetic Institute.

I hastily packed my bags and checked out of my Airbnb, as it was booked for another guest that evening. I then headed to the institute, where I was welcomed with open arms by the staff. Felix and his team allowed me to observe a facial surgery firsthand, which was an incredible experience.

But the highlight of my extended stay was yet to come. Felix invited me to join him for dinner at Skins, the Michelin-starred restaurant attached to the institute. We sat down for an exquisite meal, and I had the chance to engage in an open and candid conversation with Felix about entrepreneurship. His insights and advice were invaluable. The first batch and then let Dr then come back to get Melody hope you have a great time I’ll take a look for it OK I love you have a great day As we finished our dinner and conversation, Felix asked me if I had ever heard of The Inner Circle, an exclusive aesthetic and business conference that brought together some of the industry’s top speakers and thought leaders. I couldn’t believe he was asking me about it, as I had been wanting to attend the previous year but couldn’t afford the $10,000 ticket price. I had even applied for a golden ticket given by the wonderful Dr. Tim Pearce and Miranda Pearce, but unfortunately, I didn’t win.

Felix then dropped a bombshell – they were looking for a liaison in the US to help plan and organize the conference’s US location, and he thought I would be the perfect fit. He offered me a deal: in exchange for my help with organizing the conference, I could attend the next Inner Circle event. I was beyond belief – this was another dream come true.

I couldn’t imagine a better opportunity to learn from the best in the industry, network with like-minded professionals, and contribute my skills and expertise to help bring this world-class conference to the US. I eagerly accepted Felix’s offer, and we began discussing the details of how I could get involved. Little did I know, this was just the beginning of an incredible journey that would take my career and network to new heights.

As I left that evening, I still didn’t have a place to stay given my Airbnb did not have a booking available. I sat at the small outdoor coffee shop, sipping on a warm drink and scrolling through my phone for a affordable place to stay. But every option seemed to be $500 or more per night, and I was determined to be mindful of my spending. Just as I was starting to worry, a friendly construction worker approached me, eager to practice his English.

He asked me what brought me to Zürich, and I shared my story of missing my flight and attending the MasterClass with Julie Horne. I mentioned my struggle to find a affordable place to stay, and he listened intently. Then, with a warm smile, he said, “In Switzerland, it’s rude to not invite someone to stay with you when they’re in need. I have a very cute son and my wife might be surprised to see a beautiful woman showing up at our doorstep, but you’re welcome to stay with us.

I was taken aback by his kindness and generosity. He refused to let me pay for a hotel, insisting that I stay with him and his family. I hesitated at first, but he reassured me that it was no trouble at all. I was touched by his hospitality and accepted his offer. As we walked to his home, I couldn’t help but feel grateful for the unexpected turn of events that had led me to this kind stranger. Little did I know, this chance encounter would lead to a heartwarming experience and a new friendship.

As we drive to his home, I couldn’t help but think about how surreal this experience was. Just hours before, I was stressing about finding a place to stay, and now I was walking into a stranger’s home, trusting him completely. My intuition told me that he was genuine, and I didn’t question it for a second.

But as I thought about sharing this story with my husband, I knew he would think I was crazy for taking such a risk. I mean, who goes home with a stranger in a foreign country? But something about this man’s kind eyes and warm smile gave me the intuitive feeling of his genuine invitation.

As we approached his cozy home, I could hear the sound of a baby and a woman’s gentle voice. His wife, surprised to see me, welcomed me with a warm smile, and his little boy ran to hug his father’s legs. The scene was so heartwarming that I felt like I had stumbled into a Swiss fairy tale.

Over a homemade dinner at his wife’s parents home, just a couple of doors down, we shared stories and laughter, and I felt like I had known this family for years. His wife’s father and I were able to communicate in Serbian, since my husband is from Serbia and that’s the area of the world that he is originally from from as well. He was so excited to have someone in the house that could speak with him and his home language! After dinner they showed me to the guest room and as I drifted off to sleep, I knew that this chance encounter was one I would never forget.

As you can see, there are so many risks that you can choose to take, or not, as an entrepreneur. Some of these earlier risks as well as financial investments helped elevate me to a whole different level in my business of Citrus Aesthetics and that would be my biggest advice to anyone looking to start a business- take that big step and take that big risk- it will be worth it!

Training and knowledge matter of course, but beyond that what do you think matters most in terms of succeeding in your field?

In my opinion, the most important thing to succeed in the aesthetic industry, aside from knowledge and training, is to build a strong community of supportive and capable aesthetic providers and mentors around you. Having a network of like-minded individuals who share your passion and values is invaluable.

For me, it’s about collaboration over competition. Instead of viewing other providers as rivals, I see them as potential collaborators and mentors. By fostering a sense of community and mutual support, we can learn from each other’s strengths and weaknesses, share knowledge and best practices, and ultimately provide better care for our patients.

And it’s not just about our own professional growth – collaboration among aesthetic providers is also in the best interest of our clients. When we work together, we can share our expertise and knowledge to provide the most natural, safest, and best possible results for our clients. We can discuss challenging cases, share innovative techniques, and stay up-to-date on the latest advancements in the field.

By putting our clients at the forefront and working together towards a common goal, we can raise the bar for aesthetic care and ensure that our clients receive the highest level of service. In San Diego, where there are hundreds of medical spas, it’s easy to get caught up in competition. But I believe that by working together and lifting each other up, we can create a rising tide that benefits everyone – most importantly, our clients.

My earliest trainers instilled this philosophy in me, and it’s been a guiding principle for me as I’ve built Citrus Aesthetics. By surrounding myself with a community of talented and dedicated professionals, I’ve been able to grow both personally and professionally, and provide the best possible care for my clients.

Contact Info:

• Website: https://Www.citrusaesthetics.com
• Instagram: https://www.instagram.com/jessica.cvetic/
• Facebook: https://m.facebook.com/citrusaestheticsPC/
• Linkedin: https://www.linkedin.com/in/jessica-cvetic-bs-mspas-pa-c-756939154
• Youtube: https://m.youtube.com/@Citrus.aesthetics
• Yelp: https://m.yelp.com/biz/citrus-aesthetics-san-diego
• Other: Citrus Aesthetics
  (517) 499-6412

Image Credits

Arnil Pabalan