Alright – so today we’ve got the honor of introducing you to Katy Wistrom. We think you’ll enjoy our conversation, we’ve shared it below.
Katy, looking forward to hearing all of your stories today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.
What we strive for with every appointment is to make each and every one of our clients feel like they are the most important person that has been in the spa, no matter what they’re coming in for. In order to do that, our client’s get our time and you don’t always see that in a corporate or chain setting.
Our client’s deserve to have as much time as they want or need from us. We never want them to feel rushed. We make sure we have enough time in between each appointment to answer any questions our client’s might have, give them adequate time to get in and out of the treatment room, or just for us to be a listening ear about the day they have had.
I can remember my first job out of esthetician school. It was a chain that offered both massages and facials. Within the 60 minute time block we were given, our guest would receive 50 minutes of a facial and the other 10 minutes would be them getting into the room, changing, going through the fastest consultation you can imagine, and then rushing them to get out so we could change over the room for the next person. I never felt like our guests were meant to feel special. Everyone was just a number. I can’t imagine running Koselig that way.
Every single one of our clients whether they come in weekly or once a year is remembered, special, and given all the time that they deserve to have the best treatment possible.
Katy, 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 grew up in Moose Lake with my three younger brothers, Connor, Sean, and Nathan, and went to Moose Lake Community School from Kindergarten to 12th grade. Being raised in a smaller community truly shaped who I am today and I’m thankful for how many hands took place in raising me into the entrepreneur I am today (even if I didn’t get away with ANYTHING). I moved away after esthetician school, met the loves of my life, my husband John and his two amazing children, Emma and Jack, and then completed our family with Noah, our now 4 year old, and moved back after bringing him home.
I got into the esthetic industry 9 years ago when I honestly didn’t know what I wanted to do with my life. I had no idea this career was even an option until I had moved away after one unsuccessful year at a university that was the wrong fit for what I needed. I was working at a department store and I kept being drawn to the beauty counters. One of the girls behind the counter was talking about how she was going to esthetic school and that was the day I went down the rabbit hole into this industry that I am head over heels for and I started school 9 months later.
After working at quiet spas, bustling hair salons, and a state of the art med spa, I finally figured out what I wanted for myself and my clients and that’s how Koselig was born. At Koselig, we create a welcoming space for all clients. Every service in the facial room is treatment based but always includes relaxation. We truly encompass both Eastern and Western takes on skin health and self care. We love a good chemical peel but we also believe in the power of touch and aromatherapy.
We specialize in customized skin treatments as well as treating all grades of acne for all ages. I am extremely proud of the service menu we offer and being able to cater to all skin types, concerns, and goals. Our consultation and skin analysis sets us apart from others because it is our mission to give you the correct service even if it ends up being something you didn’t initially book. We always make sure you (and your skin) are getting what you need no matter if it’s your first service with us or your fiftieth.
How’d you build such a strong reputation within your market?
Word of mouth. It doesn’t matter how perfectly curated your social media is, in a small town, word of mouth is key.
I try to give the best of myself in every single service I preform. I leave any stressors or problems at the door of the treatment room and walk in and treat my client as if they’re the first person I’ve laid my hands on that day or that week even if they might be the tenth person that week. I also try to change up my client’s facial every time they come in. They might book the same service every time but the products, textures, scents, and touch I use will be different each time.
The reason why word of mouth has built up Koselig’s reputation so much is because we give our clients something to speak about. They can’t help but to tell their friends.
That being said, I do think social media has helped build up our reputation in the esthetic industry. I have met so many amazing beauty professionals from all realms of the industry. Koselig has had numerous brand partnerships and I have been featured in a few other magazines just from following and friending other industry professionals. I also can’t recommend enough, no matter what industry you’re in, to constantly participate in continuing education opportunities and or trade shows. I am so blessed to have been able to meet other esthetician’s and/or business owners in person from all over the world and I always walk away with more insight in our industry and you can’t put a price on that.
Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?
Yes. When my lease was up in the small storefront I had when I first opened Koselig, I wasn’t sure if I was going to leave Koselig as a fun one year stint in my life or if I was going to try to grow. I chose to grow.
There were a few months between leaving the smaller space and closing and reopening the building we are in now and I took that time to go full force into as many courses and classes as I could take and read as many entrepreneur and mindset shifting books as I could get my hands on. I could fill pages with the book, podcast, and class recommendations but I will keep it listed to my absolute favorites.
The most prominent class I invested in was Bosses in Beauty. This was a live course that took place over 8 weeks on zoom. It started two weeks after I closed to find our permanent home. There was homework each week and visualization and mindset courses throughout the modules. The founder, Raya Shwartz, had multiple featured speakers from the founder of Drybar, Alli Webb, to author of Money Mindset, Chris Harder there were so many seeds of knowledge that are still helping my business to grow today. If you are wanting to start an esthetic business or grow the one you have, I highly recommend this class.
Life changing books for me as an entrepreneur are Building a Story Brand by Donald MIller, I think I have tabs on every page and have highlighted and underlined this entire book. It’s all about connecting and engaging with your customers in a genuine way while still getting your brand across without being boring.
The other book that was the most highlighted and tabbed was The Audacity to Be Queen by Gina Devee. As a natural born people pleaser, I love to put myself and my needs on the backburner, as most women do, this book shows you how to empower yourself and raise the standards in your life. This book is helpful for me as a business owner because you have to fill your own bucket before you can fill others. I have nothing left at the end of my day if I don’t put up boundaries around taking breaks or taking a day off and both my clients and I suffer. This book helped me to put words to what I need from myself and my clients to remain a successful entrepreneur.
I also have a few podcasts I listen to that help to grow as both a person and entrepreneur and I highly recommend for anyone wanting to venture into owning their own business, but especially the brave women that decide to step into entrepreneurship.
She Lives Purposefully- Meghan Holmes Edmonds
The Mind Your Business Podcast- James Wedmore
Women of Impact- Impact Theory
EmpowerHER- Kacia Ghetmiri
Manifestation Babe- Kathrin Zenkina
Contact Info:
- Website: www.koseligdayspa.com
- Instagram: @koseligdayspa
- Facebook: @koseligdayspa
- Other: www.mangomint.com/koseligdayspa
Image Credits
Lindsey Isaac Fraiche Studio