We recently connected with Nicole Butler and have shared our conversation below.

Nicole, thanks for joining us, excited to have you contributing your stories and insights. Let’s jump right into the heart of things. Outsiders often think businesses or industries have much larger profit margins than they actually do – the reason is that outsiders are often unaware of the biggest challenges to profitability in various industries – what’s the biggest challenge to profitability in your industry?

The beauty industry can be tough because it takes A LOT of work to gain new clients. Not only am I juggling doing the actual services and keeping up to date on education, I also have to push out marketing on social media and all of the other responsibilities that come with running a business. Not getting that immediate swell of new followers or having a viral post on social media can feel really defeating but I’ve learned to not focus too much on social media and work on providing exceptional service for every client .

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I started looking into the beauty industry after dropping out of college and realizing a traditional schooling wasn’t for me. I actually first attended school for Cosmetology but soon realized I did not enjoy the hair but I LOVED skincare and everything else. I ended up enrolling at Brown Aveda to enroll in the Advanced Esthetics program and graduated in 2016. I originally wanted to get into medspa services but I found out about lash extensions towards the end of my program and found it really interesting. When I graduated I was actually set to work at European Wax Center but unfortunately due to some health issues it ended up not working out. It was really hard for me and I was so upset that my first real esthetics job hadn’t worked out but it actually ended up being a great motivator to expand my idea of what to do with my license. I applied at a small lash extensions and tanning salon with the intention of working on getting certified in lashes. I ended up working there where I was trained to do lash extensions and worked for 5 years. I left there to work at a full service salon and after 2 years I decided to go out on my own. I worked from home temporarily until 2024 I came across a brand new Salon Lofts location opening in Ohio City. I knew it was the perfect location for me and I began the steps to move into my own salon! I’ve been able to expand my services to include lash extensions, hydro facials, dermaplaning, waxing, lash lifts, and brow lamination. Opening my salon EsthiNicole has been a huge accomplishment for me and I’ve been so thankful for all of the support I’ve received from clients, friends, and family. I’m now going on 9 years in the beauty and lash industry and I couldn’t imagine doing anything else with my life.

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

I have always put my clients happiness first when it comes to any service they get with me. Whether it be lashes or a facial I always go out of my way to address any concerns they may have. I’ve found that people really appreciate that I go above and beyond for them and they definitely tell others about the exceptional experience with me.

What’s been the best source of new clients for you?

Word of mouth. I’ve gotten some new people through social media but I’ve always found the best advertisement is a happy client who tells all of their friends and family.

Contact Info:

• Website: https://Www.salonlofts.com/nicole_butler
• Instagram: https://www.instagram.com/esthinicole