We recently connected with Shannon Ainsworth and have shared our conversation below.
Shannon, thanks for taking the time to share your stories with us today So, naming is such a challenge. How did you come up with the name of your brand?
When I was coming up with the name Cabana & Co., I had about a week or so to decide, and nothing felt right at first. I knew I wanted something simple yet catchy, and I liked the idea of incorporating “& Co.” into the name. I have a close-knit friend group of seven, and we’ve been friends collectively for 20+ years. Our group chat is called “cabana ohnana,” a name that came about while renting a cabana for one of our birthdays, inspired by the song “Havana.”
One day, I was texting the group about the roles they would play in a future salon. Suddenly, it hit me—Cabana & Co.! It was the first time I got excited about a name and it just felt right!
The name stuck for many reasons. I love the luxury and vibe associated with a cabana, which aligns with the aesthetic I envisioned for the salon. The symbolism of the palm tree also resonates with my journey through the industry- beginning, now and where I’m headed. It represents victory, resilience, and ambition, all qualities that have guided me to this point. Cabana & Co. truly embodies everything I wanted in a name and more.
Shannon, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
I’m a 38-year-old mom of two amazing kids—Braylen (20) and Kambrie (17). My husband and I have been together for 21 years, married for 18. I’ve been in the beauty industry for nearly 20 years now, though if I had to choose another career, I’d be a CSI agent or a singer—completely different worlds, I know!
My earliest memories of doing hair and makeup involve giving my dolls and Barbies some rather interesting makeovers. Even my little brother wasn’t safe from my ideas! In middle school, I started experimenting with hair color on myself, and by high school I was doing cap highlights on my older brother and his friends, as well giving friends makeovers for fun and for dances. I was hooked on the creativity, transformation and confidence that came with this craft, and it was clear to everyone, including my supportive family, that cosmetology was my path. Though I had dreams of moving to LA to work on movie sets and famous actresses, God had a different plan for me…
At 17, I became pregnant with our first born and had him at 18, which shifted my focus but never dimmed my passion for the industry. I attended Aveda Institute in Baton Rouge, as planned, where I met one of my greatest mentors, Michelle Hill. She saw potential in me and took me under her wing, pushed me to excel, and guided me as I began my journey in the industry. She helped shape me into the educator/stylist I am today. Her influence was so profound that, upon graduation, I was asked to return to Aveda as an instructor- a career move I never anticipated. Teaching wasn’t something I had planned, but as a young mother, the consistency and stability it offered was invaluable. So, I returned to school to earn my instructor’s license and began teaching—a decision that has since become a cornerstone of my career.
I taught there for about 4 years but decided to leave not long after having my daughter. I was a stay-at-home mom, doing hair out of my home studio for about 2 years. When my son started school, I returned to teaching at Paul Mitchell the School, where I reconnected with the industry and found a core group of friends, known now as the “Cabana ohhnana” crew, and we became like family.
Four years later, I felt I was at a place in my life that I could finally go behind the chair. When the opportunity presented itself to work at Air Salon, I jumped at it. I spent 10 years there, building relationships with amazing people over all 3 locations, building a loyal clientele, becoming a salon educator and team lead, where I mentored and grew many stylists. This is where I met Beverly Beale, who became another one of my amazing mentors. Not only was she a true leader, but also became a great friend, and might I add she was the best assistant the times I was lucky enough to have her. Her guidance played a significant role in shaping me personally and professionally, especially in my leadership skills. Watching her growth in her role as a leader through the years was amazing to witness, and inspired me. I could only hope to be as great a leader as she one day. I always envisioned and hoped to own Air one day, with Bev being a huge part of that, but when unexpected changes arose, I took a leap of faith and opened my own salon—Cabana & Co.
One of the most significant influences on my journey has been my MawMaw. She epitomized elegance and instilled in me a profound appreciation for the beauty industry. Growing up, she always presented herself with grace and took immense pride in her appearance. Her standards were high—even when I started cosmetology school, she wouldn’t let me touch her hair until I had truly earned that privilege.
Eventually, I did, and became her one and only ‘beauty operator.’ She was my toughest critic, teaching me invaluable lessons in patience, precision, and respect for my craft. One of the most emo moments of my career was doing her hair and makeup one last time when she passed.. It was the most difficult yet rewarding thing I have ever done. That one last time was the greatest gift I could have ever given her and myself. It was a honor and a full circle moment I’ll never forget.
My kids have been the greatest driving force in my life, both personally and professionally. They are my biggest motivators, and I strive every day to show them that with perseverance and strength, we can overcome any challenge and achieve our dreams. They are the reason I keep pushing forward, and they’ve inspired me to prove that true rewards come through adversity.
What I love most about this industry goes beyond creating beautiful looks; it’s about making people feel confident, valued, and empowered. It’s about building connections and being there for my guests during pivotal moments in their lives— whether they’re celebrating a milestone, navigating a difficult time, or simply needing a boost. I cherish the trust my clients place in me and am honored to be a part of their journey.
Over time, educating became a passion I didn’t expect, but I’ve grown to love mentoring younger stylists. I take pride in helping them reach their potential, just as my mentors did for me. I cherish every relationship I have made and will continue to make throughout the years. Being a young mom taught me many invaluable lessons and instilled lots of qualities such as empathy, patience, and adaptability which I’ve carried into everything I do. This is likely why I inherited the name ‘Momma Shan’ from those I’ve mentored over the years- a name many still call me to this day.
I’ve walked a unique path, and even though it looked different from my original plan, looking back, I’ve been fortunate to achieve many of my goals and then some. From working on TV sets to traveling many places, and so much more. I’ve gained invaluable knowledge, experiences, and relationships along the way. It’s amazing how life’s twists and turns shape us. We may have our plans, but sometimes the unexpected challenges are what truly prepare us for what lies ahead. These experiences equip us with the tools we need to keep going and succeed when we reach our destination.
I think what sets me apart in the beauty industry is my deep commitment to the people I serve—both clients and fellow stylists/coworkers. For me, this industry is about more than just mastering technical skills; it’s about forging genuine connections, nurturing growth, and empowering others. I believe that when you blend creativity with care, and artistry with heart, something truly magical happens. Every interaction is an opportunity to create an experience that leaves a lasting impact, making people feel valued and uplifted. And that is what I strive to bring to my work every day.
Opening Cabana & Co. is an ongoing venture that feels like will be the culmination of my career and everything I’ve worked for. I’m so grateful for my journey and am excited for the future.
We’d love to hear a story of resilience from your journey.
One of the most challenging moments in my career occurred earlier this year at Air Salon, where I dedicated a decade of my life. Over those 10 years, I poured my heart and soul into the salon, helping to shape many of the systems in place today, mentoring stylists, and building a team I was incredibly proud of. Several years ago, the owners approached me about the possibility of taking over the Baton Rouge location when they retired. This opportunity became a dream I worked tire toward, envisioning a future where I would continue the legacy I had helped build.
As the lease for the building was set to expire in November 2024, discussions about the transition became more serious. Meetings were held, and I was excited, nervous, and ready to take on this next chapter. However, in February 2024, the owner informed me that the salon was being sold to another salon owner. The news hit me hard. It felt like the rug had been pulled out from under me, and I was left questioning everything I had worked so hard for. I was devastated and heartbroken. For weeks, I struggled with the news. The toughest part was not being able to share this with my team—the people I had mentored and grown with over the years. Every day, I walked into the salon with a heavy heart, feeling like I was betraying them. I leaned heavily on my mentor, Beverly, during this time. We were both at a loss, but continued to navigate through the situation together as we still needed to be leaders in the salon company. My family and close friends were an incredible support system during this time, and my daughter, in particular, reminded me daily to keep faith and trust that there was a greater purpose behind this. Her encouragement kept me going, even when I struggled to believe it myself.
Shortly after receiving the news, I met with the new owner. She was kind and understanding toward the situation. I was honest about my feelings and concerns, especially regarding my team. I knew I would be okay no matter what, but my concern was for them. After weeks of grieving and processing, my instincts as ‘Momma Shan’ kicked in—I needed to find my team a new salon space asap. I searched everywhere, but despite my efforts, I kept coming up empty-handed. I felt defeated.
Nearly two months later, when the news was finally shared with the team, it felt like we were at a funeral. Watching the devastation and emotions on their faces broke my heart even more. I felt like I had failed them.
The week after the sale, I felt displaced, like I didn’t belong anymore. As much as I wanted to stay during the transition for my team, I knew I had to leave for my own peace and try and support them in the best way I could.
I called the first place I thought of and signed a lease at Sola Salon Suites that weekend. I moved into my new salon suite two weeks later, where I opened Cabana & Co. It wasn’t the path I had envisioned, but it was the step I needed to take at that moment. I never planned on being in a salon suite, but I now see it as a crucial part of my journey—a time to learn and grow in ways I hadn’t anticipated.
Looking back, I realize that my chapter at Air, was a necessary part of my journey. The experiences I had there, both good and bad, have shaped me into the person and professional I am today. Losing Air was absolutely heartbreaking, but I’ve made peace with what happened and understand that the owners had their reasons. I’m thankful and blessed for my time there. The relationships I’ve built and memories I’ve made are irreplaceable.
It’s not about never facing challenges but about how you rise when you do. This was just one chapter in my story, preparing me for what’s next. I still have dreams and ambitions of opening a bigger salon, and I’m confident that when God’s timing is right, I’ll be ready to walk through that door. Until then, I’m embracing every lesson and opportunity with faith and determination, trusting that setbacks can be setups for something greater. I’m excited for what the future holds, and I believe that with God’s guidance, the best is yet to come.
Can you tell us the story behind how you met your business partner?
I first met my now friend and business partner, Melissa Sheets, when I was teaching at the Aveda Institute. She was one of my students, and we instantly clicked. A few years after she graduated, our paths crossed again, and we ended up teaching together at Paul Mitchell the School. It was during this time that our friendship really grew, and over time we started talking about the possibility of opening a salon together one day.
After about four years, we both had an opportunity to work at Air Salon. We left Paul Mitchell around the same time and started at Air. However, after having her second son, Melissa decided to leave Air to stay home with her boys. Over the last 10 years, while I continued working at Air, Melissa focused on her family, but we remained close friends. During that time, we had gone on several small ventures together, including Rodan + Fields and Beautycounter, and even tried out for The Voice together—all while continuing to talk about our dream of opening a salon one day. I’d always tell her ‘when I go out on my own you’re coming with me to handle all the business stuff because I don’t want to do all of that.’ I often joke that she’s the brains and I’m the talent. The idea was that she would handle the business side of things, and I would focus on being a stylist.
For the last few years, there were discussions about myself and others eventually taking over Air Salon when the current owners retired. Within the last year, Melissa and I even had a meeting with them to discuss what that might look like. However, this past May, the owners sold the salon to another salon owner instead.
During that time, I reached out to Melissa. Who has been one of my greatest friends and mentors. She’s always been one of my biggest supporters and often acts as my voice of reason. She always believes in me and challenges me to be better.
One day as we were talking about everything that was happening with Air, she said “idk friend. I’ll be here when you’re ready” I responded with “Meaning we can do what we always said we would do?!” She said “lol yes. I’ll be ready when you are! We can figure out the details later” I cried. Then she said “Shan! You have so many people in your corner! Too many to let anything you do fail!”
That conversation was on April 4th. On April 5th, we got to work on business plans and were already searching for buildings. After several closed doors, we decided to take a pause, deal with some personal matters, and regroup. We kept reminding ourselves that when the time was right, it would happen. I ended up having to have sinus surgery in July. While I was home recovering, one of my guests presented me with an unexpected opportunity. I called Melissa immediately, and things progressed quickly and we got to work. Things are still in the works, but stay tuned—because big things are coming!
Contact Info:
- Website: https://cabanacobeauty.glossgenius.com/
- Instagram: @beautyby_shan @cabanaco_beauty
- Facebook: https://m.facebook.com/beautybyshannon/
Image Credits
Roosevelt Photography- Roosevelt Holmes