We’re excited to introduce you to the always interesting and insightful Lex Williams. We hope you’ll enjoy our conversation with Lex below.

Hi Lex, thanks for joining us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

I’ve loved all things beauty and art related for as long as I can remember. I also learned pretty early on that I love to make other people happy. Through permanent cosmetics, semi-permanent lash/brow treatments, and fine-line tattooing, I’m able to make people happy while getting to tap into my artistic side. Being able to create in all of these different ways while getting to make someone feel a bit more like themselves is actually a dream come true.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My name is Lex Williams. I’m a licensed esthetician, tattoo artist, and I own Wisteria Ink. I offer custom permanent eyebrows, keratin lash lifts, brow laminations, and fine-line tattooing. I operate out of Wink Beauty Studios in St. Louis, Missouri. I’ve offered many different services over the years and have really narrowed down my service menu to what I’m most passionate about. While the beauty industry is my first love, I’ve been learning the craft of fine-line tattooing for the last year and am very excited to offer tattoos in my private studio very soon. Over the next couple months, I’ll be releasing different themed flash sheets for designated tattoo days (stay tuned!). I have plenty of cozy blankets, good tunes, snacks, and the best smelling essential oils in my diffuser at all times. I’m always down to let my clients relax and snooze their appointment away, or we can chat about the latest true crime documentary and reality tv shows together. No matter what your vibe is, you have a safe place at Wisteria Ink.

Where do you think you get most of your clients from?

I’ve found that most of my clients find me through their family/friends or through social media. It is the best feeling ever when someone tells me they were referred to me by one of my clients. It’s always so nice to know that someone enjoyed you and your work enough to tell someone they care about to see you. I’m not the most active on social media, but I do find that Instagram has been a great way to showcase my work and find people who resonate with what I put out there. There are a lot of really talented people in St. Louis so I’m so incredibly grateful to my clients for choosing to support me.

How’d you build such a strong reputation within your market?

I was waxing a woman’s eyebrows really early on in my career and she said to me “Hey, if you see any hair on my upper lip or chin, please get those too. Just treat me like I’m your mom or sister and do whatever!”. I really loved that perspective. I’ve tried to look at every client since like they were someone close to me that I would want to be taken care of. If my mom was getting her brows tattooed by some stranger, I’d want them to welcome her in and listen to all of her concerns. I’d want them to reassure her and answer her many questions with a smile. I truly believe that just being kind and looking out for my client’s best interest at heart has helped build a good reputation for myself and my business for the last 6+ years.

Contact Info:

• Website: www.vagaro.com/wisteriaink
• Instagram: @wisteriaink.stl