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

Lacey, looking forward to hearing all of your stories today. Can you talk to us about a risk you’ve taken – walk us through the story?

The biggest risk over ever taken was on myself. I chose to set aside all of my doubts, fears & any negative opinions from others about how “it would never work” or “wouldn’t be worth it”. When I made the decision to trust my gut, my instincts, it wasn’t easy… I had no money in savings, was barely scraping by and many days I felt like this business was going to be a failure. I thought there was no way it could bring in enough money to help me survive, let alone thrive and yet within a few months, the business was booked and booming.
I set up the original studio in Scottsdale, AZ in December 2018, where I planned to do hair as well as accepting a handful of lash extension clients (after completing my lash education trainings). I took my first official client in February 2019, got back to my cosmetology roots with a beautiful color correction that turned out fabulously. She is still a client of mine to this day. From there, more and more hair clientele came through my door as well as new faces coming in to get classic lashes.
Around July 2019, I realized my lash business was blossoming more and more. I had added volume and mega/Russian style lash extensions to my service list, from there on I was seeing a significant number of lash clients. I quickly realized that I could open more days throughout the week to be able to accommodate that growing side of my clientele list. By the end of August 2019, I looked at the bookings for the months ahead and noticed that I was booked at least 5 days a week, open to close – and sometimes earlier or later, depending on that day.
I was overwhelmed with joy from not only the financial freedom I was experiencing, but also so incredibly grateful for each and every client who helped me on the way to find this success in my OWN business, as well as building an outstanding relationship with each & every one of my girls.
I feel so blessed to this day that I took a chance on myself. It was worth it. All the hard work, late nights and early mornings, time and hard-earned money well spent on this business. I am grateful every single day for so much that this business (and these relationships) have given me.

Lacey, 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 got into this industry after making the initial decision to get into Cosmetology school. In my last interview with Voyage Phoenix Magazine, I explain how that idea all came to be – it was sort of funny actually, I went against my parent’s advice, and took a chance on myself. I always loved the creative outlet that coloring hair gave me, so truthfully that’s how it came to be. As for the business side, after graduating, I had to decide whether or not I would go into this industry under a preexisting salon or start out fresh and on my own – albeit, that was a much scarier choice because all that anyone will tell you is that it’s “too hard” or next to impossible to do it on your own from the ground up. I knew it was going to be challenging; I had no background in marketing or branding, really no experience in the business-side of things, so it took a lot of research to understand how to file for business licenses, find a small business tax-person, account manager, trainers, and mentors to help me learn through the process. I am grateful for the knowledge that was shared with me, just like I am grateful for the mistakes I made along the way, which taught me too! Discipline is probably the biggest part along with patience. Not only believing into yourself, but understanding that I was learning along the way was very important to me. It’s easy to get tough on yourself, especially when first starting out. Finding the right tools (or people) to help you along the way, like I did, is insanely helpful.
I think what sets me apart is the connection aspect if my business. Yes, at the end of the day, this is my job & I do provide a service for my clients. That’s a no-brainer… I have a flair for original lash styles that are uniquely tailored to every person who walks through the door. I have perfected my own personal styles, as well as traditional ones. I enjoy creating unique lash mapping techniques and setting myself apart in artistry but what makes it so special truly is the relationships & the share-it-all-here-no-judgment-zone I have created with my clients. I adore each and every one of my beautiful lash-babes. We share everything from our deepest secrets or fears, to their greatest joys and triumphs. I love that we can be comfortable enough to be silly and laugh our hearts out together, as much as I appreciate that these women feel safe sharing tough times too. We joke so often that hair or lash sessions are like therapy, and I have teased for YEARS that their time with me gets MUCH more expensive if I ever become an official counselor or therapist! All in good fun though, because truth be told, if I ever decided to add that into my “repertoire” so-to-speak, it would be purely for the benefit of my clients.

Do you have any stories of times when you almost missed payroll or any other near death experiences for your business?

I have spoken briefly about it before, but like so many others in the beauty industry, we experienced a huge shift during 2020 when covid hit. It was scary for so many reasons and I sadly know many people whose business doors closed forever. I didn’t think that the business would survive, I feared for the health & safety of my clients and it was devastating not to be able to visit with them during the closures. Somehow though, once we were allowed to reopen our businesses, I was once again thriving in the market. I think so many people were just looking for life to go “back to normal” and although I know that our new “normal” is a little different than it once was, I appreciate and applaud everyone out there who did their best to just keep pushing forward.
We al learned a lot, we all cherish the times we share together and I truly believe that we all make a difference in our world. I think rebuilding those relationships and helping each other feel safe, loved and supported is what made the biggest impact.
My heart goes out to all of those who passed due to Covid or complications related-to it, as well as their families and friends.. and also to those whose businesses had to close permanently due to loss, or any other reason.

What’s worked well for you in terms of a source for new clients?

I have been incredibly lucky over the years that I have had the most amazing clients. These women have been the main source of fostering relationships with new clientele, in that, they are the ones who are my walking & talking billboards. These ladies have blessed me with referral after referral and each new client that comes through my doors I adore just as much as the last. It’s like building my own personal tribe, and I like that. Outside referrals, I have had many people who simply found me on social media – it’s great living in this technical age where people can see your work online and easily reach out with questions or simply book directly through a link or button! I think that having social accounts for your brand is a MUST if you’re trying to build clientele. I have been a slacker at times, when it comes to actively posting on my pages.. I won’t lie! But even still, I think it is always important to show off your work, or talents, on these social media platforms, especially if you’re trying to grow your brand or business.

Contact Info:

• Website: LavishHausAZ.com
• Instagram: LavishHaus
• Yelp: LavishHaus