We were lucky to catch up with Jody Rivera recently and have shared our conversation below.

Hi Jody , thanks for joining us today. Often outsiders look at a successful business and think it became a success overnight. Even media and especially movies love to gloss over nitty, gritty details that went into that middle phase of your business – after you started but before you got to where you are today. In our experience, overnight success is usually the result of years of hard work laying the foundation for success, but unfortunately, it’s exactly this part of the story that most of the media ignores. Can you talk to us about your scaling up story – what are some of the nitty, gritty details folks should know about?

Scaling up Swamp Mermaid Beauty Project was anything but an overnight success—it was a journey filled with hard lessons, bold decisions, and a lot of self-reflection. When I started the business in 2016, I thought passion and creativity alone would carry me. While those were essential, I quickly realized that building a thriving business required more than just talent—it needed structure, strategy, and the right people around me.

For the first six years, I made plenty of mistakes. I didn’t have any formal business education, and I was winging it, which led to a lot of trial and error. One of the biggest turning points came when I realized I had to invest in myself as a leader. I took classes, read business books, and even worked with mentors to develop skills I didn’t know I needed—like managing finances, creating systems, and fostering a team culture. Scaling up wasn’t just about the numbers; it was about creating a foundation that could support growth.

One of the most meaningful strategies we implemented was focusing on our core values—integrity, exceptional experiences, compassion, transparency, and acceptance. These became the heartbeat of everything we did, from hiring to client interactions. It shifted the salon’s culture and created a sense of purpose that resonated with both our team and our clients.

There were also obstacles that forced me to pivot. Staffing was one of the toughest challenges—finding the right people who aligned with our values and building a team that felt more like a family. At one point, I realized I needed to shift from being a “boss” to being a mentor and coach. That meant creating an apprenticeship program, elevating our education standards, and ensuring every stylist felt supported in their growth.

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.

I’m Jody Rivera, the owner and founder of Swamp Mermaid Beauty Project. Growing up as the youngest of four girls in a poor family, I always felt different. Even as a child, I had an eye for beauty and a love for elevating the everyday into something extraordinary. I knew from an early age that I wanted to work in beauty, and that drive led me to New York City, where I apprenticed at Dop Dop Salon in Soho. My time there shaped not only my technical skills but also my understanding of how transformative beauty can be—not just in how someone looks but in how they feel.

When I started Swamp Mermaid Beauty Project in 2016, I wanted it to be more than just a salon. I envisioned a space where artistry, individuality, and connection came together. Over the years, we’ve grown into a team that provides exceptional services, from precision haircutting and styling to cosmetic tattooing and tattoo removal. But what truly sets us apart is how we treat people. Every client is welcomed, celebrated, and cared for in a way that makes them feel valued and confident.

We’re also passionate about sustainability, which is why we partner with brands like Aveda, Cult + King, Mr. Smith, and Davines. These companies align with our commitment to delivering incredible results while caring for the planet.

What I’m most proud of is the culture we’ve built. Swamp Mermaid is a reflection of my fearless approach to life and business, grounded in integrity, compassion, and creativity. It’s a space where individuality thrives, and everyone who walks through our doors knows they are valued. For me, beauty isn’t just about aesthetics—it’s about connection and making people feel seen. That’s what we do at Swamp Mermaid, and I couldn’t be prouder of the community we’ve created.

How did you build your audience on social media?

Building Swamp Mermaid’s social media presence has been an organic, creative process. From the start, we’ve focused on authenticity and originality rather than chasing trends or following algorithm rules. Our goal has always been to create content that feels uniquely us—diverse, bold, and inspired by our team’s creativity.

What sets us apart is that we rarely look outward for inspiration. Instead, we prioritize collaboration within our team. We hold brainstorming sessions where everyone shares fresh ideas that we haven’t seen before. This allows us to push boundaries and showcase our personality while staying true to our brand. It’s about telling our story in a way that resonates with our audience and makes them feel like part of the Swamp Mermaid community.

My biggest advice for anyone starting to build their social media is to focus on your gut instincts and your unique voice. Don’t get too caught up in the rules or trends—those things change constantly. Instead, think about what makes your brand special and let that shine through in your content. Invest time in storytelling and be consistent with your message. When your audience sees that your content is authentic and reflects who you are, they’ll connect with it naturally.

Ultimately, it’s not about playing the social media game perfectly; it’s about showing up, being creative, and building relationships with your audience in a way that feels genuine. That’s what works for us, and I believe it can work for anyone.

Any advice for managing a team?

Managing a team and fostering high morale starts with trust and communication. At Swamp Mermaid, I trust my team 100%, and that trust allows us to work together seamlessly. Empowering your team to feel supported and valued creates an environment where creativity and collaboration thrive.

One of the most important things we do is prioritize regular communication. We hold one-on-one meetings every two weeks to connect on current projects, upcoming events, social media expectations, and both professional and personal goals. These meetings go beyond just checking in—they’re an opportunity to align, share ideas, and ensure everyone feels seen and supported. Celebrating wins, no matter how big or small, is also a key part of keeping morale high.

My advice for other leaders is to focus on creating a culture of trust, openness, and growth. Make time to connect with your team individually and as a group. Listen to their concerns, celebrate their achievements, and be clear about goals and expectations. When people feel valued and supported, they’re more likely to thrive—and that energy carries over into the work they do and the environment they create for clients.

At the end of the day, your team is the foundation of your business. Invest in them, trust them, and give them the tools to succeed. When you do that, high morale and incredible results naturally follow.

Contact Info:

• Website: https://www.swampmermaidaustin.com
• Instagram: swamp.mermaid.beauty