Alright – so today we’ve got the honor of introducing you to Sarah Martinez. We think you’ll enjoy our conversation, we’ve shared it below.
Sarah , appreciate you joining us today. We’d love for you to start by sharing your thoughts about the pros and cons of family businesses.
FAMILY BUSINESS: We’re a woman-run business made up of esthies, sisters, cousins, and our beautiful clients, who we consider an extension of our family. Our focus is on personal, one-on-one appointments, ensuring our clients have the best waxing experience possible. We’re here to make you feel comfortable and gorgeous!
WHAT WORKS WELL: At Wax By Lux, we’re not just sisters; we’re coworkers who’ve found a way to balance it all. Setting boundaries can be challenging, but we’ve learned to make space for work and sisterly hangouts. When we do discuss work, it’s an open and respectful dialogue. We bounce ideas off each other, hold ourselves accountable, and tackle the challenges of running a small business together. It’s a never-ending balancing act, but it keeps us sharp and connected.
WHAT ARE THE PITFALLS: Sometimes, being a family-owned business means we’re so committed that we can’t stop working! (laughs) Business conversations can be tough, but at the core, it’s all about love and a genuine desire to collaborate effectively. We’ve learned to prioritize goals and schedule meetings to overcome any obstacles. Together, we check off lists and align our efforts to meet our goals. It’s how we keep growing and thriving.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
TELL US ABOUT YOURSELF: I am a licensed esthetician with over a decade of waxing experience, a wife, and a fur mama. My days off are filled with little adventures in my beautiful Long Beach neighborhood.
HOW YOU GOT INTO THE INDUSTRY: I got into the industry shortly after leaving Art School when I pivoted to Esthetician School. I’ve always been at the intersection of art and beauty.
WHAT SETS YOU APART FROM OTHERS: What sets me apart is my ambition and commitment to being a girl’s girl. These qualities set the tone for a genuine and beautiful connection with my clients. Before becoming a strong business owner, I was a strong woman with a goal.
WHAT ARE YOU MOST PROUD OF: Seeing my vision and taking the steps to make it a reality, even when things have felt hard and scary. I’m proud to be someone who takes risks and that I found a team to work with that inspires me.
WHAT ARE THE MAIN THING YOU WANT CLIENTS/FOLLOWERS TO KNOW ABOUT YOU/YOUR BRAND; I give my all to my craft. I genuinely love the beauty industry and find fulfillment in providing a service that will leave you feeling confident and beautiful. At Wax by Lux, we will always find the best result for our clients and work with them to find common grounds and shared desired results.
How did you build your audience on social media?
We definitely took a leap of faith!
We hired a social media manager to help tell our story. She was able to illustrate our aesthetic and helped us better connect with our clients. We dedicate a few hours a week, and whenever possible, really engaging and replying to our clients. We want them to look to us for light-hearted and relatable content but also show our expertise in the field. We’re not just after viewers and followers; we’re on a mission to turn them into IRL friends and clients!
Our authenticity and online engagement have definitely been our driving force in building our reputation. We post regularly and during high-volume hours and keep up with analytics and trends. We have learned to embrace the “cringe,” be our true selves, and have fun while engaging with our followers/clients. This allows us to stay relevant and present on our client’s timeline, which in turn has grown our organic engagement where now people aren’t just seeing our content on our page but being reshared by others as well.
Set a budget to have a professional social media manager define your brand voice and aesthetic. And don’t forget to spread the love to fellow estheticians, waxers, and cosmetologists. Let’s make this beauty community shine!Let’s talk about resilience next – do you have a story you can share with us?
WBL’s Journey: Wax by Lux has been a labor of love, born out of the challenges of family loss, navigating the pandemic, and the eventual shutdown of personal services. What began as a side hustle quickly became a lifeline for us. I poured my heart and soul into every aspect, from designing the studio to curating our social media aesthetic and customizing our Lux services. What sets Wax by Lux apart is our unwavering commitment to delivering thoughtful, professional services, even in the toughest of times during the pandemic.
Let’s talk about resilience next – do you have a story you can share with us?
Wax by Lux’s Evolution: Wax by Lux has been a labor of love, born from the challenges of family loss, navigating the pandemic, and the eventual shutdown of personal services. It started as a side hustle and quickly became our means of survival. I dedicated myself wholeheartedly to designing the studio, crafting our social media presence, and tailoring our Lux services to perfection. What truly distinguishes Wax by Lux is our consistent delivery of thoughtful, professional services and our unwavering professionalism, even in the face of pandemic-related struggles.
Contact Info:
- Website: waxbylux.com
- Instagram: @waxbylux
Image Credits
photos by :Cynthia Martinez