We were lucky to catch up with Mariela Sanchez recently and have shared our conversation below.
Mariela, thanks for joining us, excited to have you contributing your stories and insights. What do you think matters most in terms of achieving success?
The beauty industry is all about passion. It’s a very fulfilling job, getting to help people feel confident. Like any business, however, the work never ends. There’s always new techniques to learn, new machines to incorporate, and new products to try. I have seen a lot of people say they wanna run a beauty business but they don’t know the hours you spend perfecting your art, creating content to build your clientele, staying up to date on the laws and regulations for your area, and balancing finances. A business is definitely a labor of love that’s worth the investment.
Mariela, 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 was a medical assistant working a repetitive clinic job for little pay when my sister decided to start her own business. She started off in a small studio just big enough to fit a facial bed and built it up to The Fountain of Youth Spa. As her business began to be self sufficient she searched for growth. A neighboring business planned to close its doors and my sister knew that would be her next investment. That business was Mad Makeup. She purchased it, sent me to school and I took it over. She saw the potential in not just the business, but me. I was so grateful for the amazing opportunity she handed me and didn’t want to waste it so I ran with it. I put everything into perfecting my art of permanent makeup and sprucing up my customer service skills. I poured all my profits into marketing my business and added more services to my menu by constantly furthering my education. I spent all my spare time on social media building my brand and earning clients trust. I never imagined I would love my career as much as I do but I was very lucky to find something I’m good at that pays the bills, and gives me so much emotional gratification. As the successful owner of Mad Makeup, I now offer the best lash lifts in San Antonio, tattoo removal, facials, waxing, body contouring, permanent makeup and I specialize in Microblading. I continue to attend trainings and acquire new certifications to guarantee I’m offering my clients the best of the best. I aim to provide my clients with pain-free, relaxing services that are top notch to achieve the most natural looking results. I’m not trying to change my clients looks just enhance their natural beauty. I make myself available for appointments 7 days a week because I respect my clients time and understand life can call for hectic schedules. I love that I can offer a chance to escape their busy lives and just unwind. They know when they come to see me they’re gonna leave looking and feeling fabulous! My business is growing every day with the help of all my amazing clients. I never forget the risk my sister took investing in me, she is my number one supporter and my greatest role model. I work everyday to build my business in hopes of bringing in other women in the future so I can create opportunities for financial independence. We need more women owned businesses and I always strive to provide chances like the one I was given.
What’s been the most effective strategy for growing your clientele?
Building your clientele is the absolute most difficult and most crucial part of running a beauty business. People promise to get you clients for a fee, but I’m sorry to say there’s no magic company to pay and receive a never ending supply of new clients. The number one way to build clients is to master client retention. If every single person that walks through your door comes back regularly, your schedule will stay booked. Rather than pouring money into ads, influencers, and giveaways to try to get clients to give you a try, switch your aim to providing your current clients with an unbeatable experience. How a client felt during her appointment is much more important than the service she received. Yes you should strive to become a master of your craft but you also need to become a master at building relationships. When my clients walk in and I ask how their sick dog is doing or how her daughters wedding went it makes them feel seen. When they feel safe in your presence they open up and the service becomes therapeutic. Once your client trusts you, you have their loyalty. This means they’ll keep coming back and they’ll suggest you to their friends and family for services. Word of mouth is priceless. Take the time to elevate your customer service and the clients will follow.
What’s a lesson you had to unlearn and what’s the backstory?
When you start off building a business you do everything to keep your clients happy in hopes of building your clientele. This mindset can make you hesitant to charge no show fees or push you to put up with disrespectful behavior from clients. Though this may feel necessary it in fact hurts your business. In my early business years I had a lot of no shows which meant a lot of wasted hours. I also had several racist clients that would talk down about Mexicans while they received their services from me, a Latina woman. These clients would leave me feeling defeated which affected the energy I gave to the rest of my clients. When I finally started enforcing my policy, the no shows and last minute cancellations stopped. I fired my clients that made rude and disrespectful remarks and that made room for like minded clients. My ideal clients are out there and the more I told myself I deserve them by refusing to service those that devalue my work, the more I attract my ideal clients. Now instead of coming home every day emotionally drained from work, I look forward to catching up with all my beautiful clients.
Contact Info:
- Website: www.MadMakeup.com
- Instagram: @MadMakeupSA
- Facebook: Mad Makeup