We caught up with the brilliant and insightful Mashayla Graves a few weeks ago and have shared our conversation below.

Mashayla, looking forward to hearing all of your stories today. What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?

This business started with a vision. I wanted to pour into people and create a space for self-care and relaxation. I had a revelation that my career could be this, fulfilling people and elevating how they showed up in their day-to-day life. The idea grew during the COVID-19 pandemic when everything slowed down, and I began focusing on my own self-care. That time was eye-opening. Watching my parents constantly juggle work with the rest of life made me realize how stress can spill over if there isn’t a balance. I saw how the daily grind could wear people down, and I wanted to create something that could counter that—a place for people to reset and prioritize their well-being.

It all began with research. I started by learning about esthetics, the art and science of skin care, and it immediately clicked. I knew this was my path. While still in high school, I made a detailed plan to become a licensed esthetician, including researching schools, financial costs, and the time commitment required. Over the next year, I saved up by working a part-time job and focused on getting accepted into an esthetics program. Once enrolled, I committed to learning everything I could and trained rigorously, eventually earning my license.

After getting licensed, I shifted my focus to the business side of things, which was a whole new journey in itself. I began with the basics—learning about booking systems, creating a business plan, and budgeting for startup costs. I researched online and attended webinars on how to market a spa, find clients, and build a brand from scratch. I knew I wanted my business to have a clear identity as a calming, inclusive space, so I also spent time designing my logo, choosing colors, and creating a website to reflect that vision.

The next few months were all about setting up operations. I explored different options fit my budget as a college student. I ultimately chose to be homebased, which staying in a 1 bedroom with an office space close to school, allowed me to manage appointments around my school schedule. I also worked on creating a reliable booking system so clients could easily schedule services without impacting my class hours. I invested in quality products and tools that aligned with my brand. I also built my portfolio by taking models for each of the services I offer. Social media is so big now, I knew this would help give me a boost start.

Starting out, I focused on getting my first few clients through word-of-mouth, social media marketing, and collaborations with local Estheticians. I set up an Instagram page and began posting skincare tips, before-and-after photos, and educational content to connect with potential clients. I also ran a few small promotions to encourage initial bookings, which helped spread the word.

The journey from an idea to an actual business has been a mix of learning, planning, and constant adjusting. Every day has been about finding new ways to make my dream a reality, from handling finances and building a client base to balancing classes with work. Each step has made me more excited about growing my full-service spa—a place where people can come, unwind, and truly prioritize themselves.

Mashayla, 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’m Mashayla Graves, a licensed esthetician and owner of a spa focused on providing restorative skincare treatments and self-care experiences. At Karie Mae, my growing full-service spa, you can leave looking and feeling your best. My journey into this field started with a strong passion for wellness and a desire to help people feel their best. Growing up, I watched people close to me juggling multiple responsibilities, often without taking time for themselves. This made me realize the importance of a balanced life where self-care is prioritized—and I wanted to create a space where people could recharge, both physically and mentally.

In my business, I offer a range of skincare treatments, including facials, vajacials, and full body waxing services aimed at addressing common skin concerns like acne, dryness, hyperpigmentation, and signs of aging.

One of the things I’m most proud of is how my clients feel after visiting my spa. I often hear that the space feels safe, calming, and inclusive—a place where they can truly unwind. I’ve also put effort into creating a welcoming environment that is both luxurious and accessible, understanding that self-care should be available to everyone. My clients trust me not only with their skincare needs but also with their wellness journey, and that’s incredibly fulfilling.

I’m dedicated to offering quality, personalized skincare and self-care experiences that go beyond the surface. Whether someone is new to skincare or looking to elevate their routine, my mission is to make them feel comfortable, cared for, and confident in their skin.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

One of the biggest lessons I had to unlearn was the pressure to be constantly active on social media. When I started my business, I felt that to succeed, I had to post nonstop, keep up with trends, and show every part of my day. Social media is a powerful tool for connecting with clients and growing a brand, but in the beginning, I let the weight of content creation take over. I thought that if I wasn’t sharing updates or posting regularly, I’d be losing opportunities to connect and grow.

The turning point came when I decided to shift my perspective. I realized that quality and authenticity mattered more than frequency, so I redefined my social media approach to focus on sharing when I felt I had something meaningful to say or show. This change allowed me to create with purpose and freed me from the pressure of constant updates. Now, I feel a renewed sense of balance, focusing on real-life connections with my clients while sharing content that reflects my genuine passion and expertise.

Any advice for growing your clientele? What’s been most effective for you?

The most effective strategy for growing my clientele has been word of mouth. When I first launched my business, I knew that building trust and genuine relationships would be key, so I focused on creating the best experience possible for each client. I wanted every visit to feel personalized and memorable, a place where people felt genuinely cared for. Happy clients became my biggest advocates, bringing in others who were looking for that same level of care and attention.

I also leaned into word-of-mouth growth by encouraging feedback. I would follow up with clients to ask how they felt about their service and if there was anything more I could do. This approach not only helped me improve my services but also created a deeper bond with my clients, making them feel valued and involved in the growth of my business.

Contact Info:

• Website: https://www.kariemae.com
• Instagram: https://www.instagram.com/bykariemae/