We caught up with the brilliant and insightful Kerimah Roach a few weeks ago and have shared our conversation below.
Kerimah, appreciate you joining us today. We’d love to hear the backstory behind a risk you’ve taken – whether big or small, walk us through what it was like and how it ultimately turned out.
“Hey Cous, want to start your own business?”
I had recently returned back home to Boston when my prima Aishah (cousin Asia) randomly asked me this question after styling my hair. My initial response was silence, because other than spending money I knew knot a damn thing about operating a business. Of course I was hesitant and needed plenty of time to think about it. Before going our separate ways she said,
“Scared money don’t make money! Cous, YOU GOT THIS! I know you can do it.”
Prima had already took the risk by investing into the space next door to her business and decided to stretch some of her risk onto me. It’s interesting for people to see your potential before seeing it within yourself. Clearly she saw & believed enough within me that I didn’t at the time.
While deciding whether or not to become my own boss, I was employed for a well known company in the Back Bay area as Lead Massage Therapist. My schedule was always full and truthfully, along with my strong work ethic, that was all the fuel I needed to believe I can be an entrepreneur. Go on vacation whenever I desired, create my own schedule, income and opportunities, I was slowly becoming at peace with the idea of not having to answer to anyone but myself. However I was still uncertain and needed some input from people that knew me best. I went to my sisters for their thoughts and advice, and I walked away slightly stressed and discouraged. Their honesty is always accepted but it sometimes deter me from giving myself a chance. So I prayed about it. Within that same hour I decided to start my own business and give myself a chance.
I did knot know a damn thing about operating a business in “Tax”achusetts yet I was excited and nervous at the same time. I wanted to find out my for myself what I was capable of by betting on myself. Talk about a leap of faith. No plan, no funding, no clients, I literally jumped in and was figuring everything out along the way. I participated in community business programs to gain more resources on how to successfully manage and operate a business and though I learned a lot, I caught myself slipping through the gaps. Having to wear multiple hats is quite an act, but I was too focused on the wrong things making sure the door remained open. My nerves started to set in quick, all before my meet and greet with business entities & taxes.
The studio was located on a very interesting and active part of Boston. When asked “where are you located,” i’d joke around and respond ‘at the triangle of death.’ I was next door to a liquor store and across the street from a funeral home, leaving me in the middle as the hidden gem that offered longevity. I had gotten creative promoting my services, even sitting out and talking to people. “Yeah, my back is killing me but i’ll book a session next time.” Majority never did but it was killing me to observe their terrible posture as they walked by.
“Post something to stay relevant.” I simply did not want to be the massage therapist that worked with any and everybody. My goal was to be as authentic as possible and educate people along the way. I had thousands of ideas on how to market myself and being an overthinker hindered me to effectively communicate online without being too cliche and losing potential clients by saying too much. My aim was to stand out. “Business should be booming by now.” At this time I was a few years in, still not knowing my target audience because I didn’t know what problem to solve. I’ve been told that the craft within my work is great, but what good is great when I was struggling to market myself?
By the grace of God, business started to look up. I had now partnered with a prestigious law firm, a community college and other special events offering chair massages. The door to Massages by KORI was still open. I rearranged the studio yet again hoping it’ll give new energy, and it did. But I still didn’t know who my target audience was. Word of mouth continued to be my best form of marketing because at some point, the business disappeared off Google and I did not like posting on social media. It was overwhelming to create the “perfect” post. And again, the weight of discouragement began to get heavy but my village never failed to support and encourage me. The thought of filling out a job application encouraged and motivated me even more. Why give the energy to keep a job when I know I have the energy to create multiple?
It’s been seven years of being a small business owner. Many tears were shed and the attempts to give up accumulated, I barely made it. Not knowing how things would turn out is nerve wrecking and I had to make a choice whether or not I wanted to keep going. This business is my only income, I no longer wanted to survive. Becoming more intentional with how I represented myself through the business was not an option. I chose to remain on this path of holistic health because I witnessed what it did for my mother when I practiced on her while in school. As I agreed to give myself another chance, my vision finally became clear in December of 2023: to provide healing to one’s entire body through their feet. It’s the most over worked part of the body, and I firmly believe foot massages are addressed with a less “threatening” approach.
My journey thus far has been extremely frustrating yet rewarding at the same time. Many times I had to step back, sit still, observe and listen. I had to recondition my mind & body with the fundamentals I learned 12 years ago and combine them with what I’ve recently learned. Overtime I changed my ways for myself and it created a safe space for clientele.
Betting on myself by becoming a small business owner is by far the biggest risk i’ve taken. This journey was no where on my radar. The lessons learned through all of the flaws, mistakes and detours, SoleScape Foot Spa & Massage came to life revitalizing your soul through your soles.
Kerimah, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I am Kerimah Roach, Afro-Latina and I navigate life through touch. I enjoy poetry, dancing, DIY projects, baking, eating & swimming. I studied massage therapy because I called the number for the program from a television commercial (“this could be YOU, call NOW!”)
After completing my massage therapy program I was told my great grandfather was a massage therapist and boxer in Panama, and that he was notorious for “beating people up and putting them back together again” as my uncle always expresses it. I truly believe his talents flow through me. I developed my discipline from witnessing my parents demonstrate their sacrifices and strong work ethic by doing what needed to be done to maintain a well structured household in a foreign country, while remaining truthful to their identity.
SoleScape Foot Spa & Massage solves the problem of providing bodywork to the entire body through the feet. I’ve witnessed, felt and heard the sense of vulnerability from guests not completely understanding the concept of getting undressed to receive a massage. Other times guests simply do not want to be touched in that manner. By working the feet, guests are more comfortable and willing to receive an experience that will allow them to eScape their world of discomfort through foot massage and reflexology, improving their mental and physical health.
Foot soaks are the sole of offered services. There are currently 3 uniquely crafted blends to help melt away stress and tension. Each blend offers a soothing release to recalibrate and invigorate the body into a rejuvenated state of balance. Full body massages are also offered, with the option to incorporate an exfoliating foot scrub, hot stones or cupping therapy. The feet are the most over worked part of the body and the most neglected. Over the years I realized the feet are where people reach their deep state of relaxation and I believe it’ll bring awareness to proper foot health.
I’m under the impression clientele are loyal for the simple fact I don’t rush my work. I take pride in making sure clientele receive quality service with the smallest details prior to their session. As a provider and receiver of massage & bodywork, the sessions I did not enjoy were the ones I learned from and it improved how I engage with clients.
Putting training and knowledge aside, what else do you think really matters in terms of succeeding in your field?
A bad ass business plan and great marketing! For the longest time I had the assumption that people would find me and I was so wrong. Today’s society is all about visual representation and it plays an important role in a field like massage therapy. Capturing the emotions to convince potential clients they need a massage is key because most purchases are based on feelings.
Do you think you’d choose a different profession or specialty if you were starting now?
I honestly don’t think so and I honestly don’t know where I’d be had I not called the number from that commercial. But I know for a fact I would do be doing something creative that involves working with my hands.
Contact Info:
- Website: https://www.massagebook.com/biz/solescapefootspa
- Instagram: @solescapefootspa
