We were lucky to catch up with Sheri Beltran recently and have shared our conversation below.

Sheri, thanks for joining us, excited to have you contributing your stories and insights. Risk taking is something we’re really interested in and we’d love to hear the story of a risk you’ve taken.

The biggest risk I ever took was walking away from the life I thought I would always have. I was a professional dancer in New York, fully immersed in my career, when everything shifted. I became pregnant and no longer continue dancing. At the same time, I moved from New York to Florida, leaving behind not only my profession, but everything familiar.
I had no clear plan- only the understanding that I needed to start over. That’s when I made the decision to build something new. I created a business plan and opened a salon. It was a leap of faith. No guarantees, no roadmap – just determination and a willingness to take a risk. What felt uncertain at the time became the foundation to something extraordinary.
Thirty years later, that risk has grown into a thriving, multi-generational business.
Looking back, I realize the greatest opportunities often come disguised as life’s biggest disruptions.
Taking that risk didn’t just change my career- it defined my life.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I entered the beauty industry at a pivotal moment in my life. After transitioning from a career as a professional dancer in New York City and relocating to Florida, I co-founded my salon with my mother. What began as a leap of faith quickly became a lifelong passion for creating confidence through hair.
At Trompe L’oeil Salon, we are proud to be an Aveda Lifestyle Salon, using plant-based, high performance products that align with our commitment to both beauty and wellness. Every service is designed to be more than just hair – it’s a sensory experience that nurtures the client from the inside out.
Clients often come in feeling disconnected from their appearance or struggling with the health of their hair. My goal has always been to restore not only the integrity of their hair, but also their confidence – helping them feel beautiful, seen and cared for.
What sets us apart is our dedication to education, consistency, and experience. A majority of our stylists are Master – level with decades of experience, and we are deeply committed to ongoing training and growth. We are also a three-generation family- owned business, which creates a level of trust, loyalty, and personal connection that is rare.
What I am most proud of is longevity and resilience. Building and sustaining a business for over 30 years- through challenges, changes and growth- has required perseverance and an unwavering belief in what we do. I’m especially proud to have done this alongside my family, while continuing to evolve, learn and adapt.
Most importantly, I want people to know that my brand is built on heart. We are here to create more than beautiful hair- we create experiences, relationships, and a lasting impact. After all these years, what means the most to me is knowing that we’ve been part of so many people’s lives, helping them feel their best.

We’d love to hear a story of resilience from your journey.

One of the greatest tests of my resilience came about five years into my business- at a time when I had already taken significant risks to grow.
I had expanded from a 900 – square- foot salon into a 2400 -square – foot full service salon and spa, putting everything on the line to elevate the business. At the same time, I was opening a 40,000 square – foot dance center and 7,000 square- foot Aveda Spa. I trusted a manager to help oversee the salon during this period of growth.
What I didn’t know was that she was building her own Aveda salon just five miles away.
Without warning, she left – and took every single employee with her. When I walked into my salon, there was no team, no clients… nothing. The business I had built from the ground up was, in that moment, gone.
It was devastating. It could have ended everything.
But instead of giving up, I made a decision: I would rebuild.
Piece by piece, I started again. I leaned into my values, my work ethic, and my belief in what I was creating. I rebuilt a team, re-earned trust, and reimagined what the business could be.
That experience taught me that resilience isn’t about avoiding hardship – it’s about what you do when everything falls apart. It shaped me into a strong leader, a more intentional business owner, and ultimately laid the foundation for the thriving, multi- generational salon we have today.

Any advice for managing a team?

My approach to managing and maintaining a strong team is rooted on one simple belief: People come first.
I don’t see my team as just employees- I see each person as an individual with their own goals, challenges, and life outside of the salon. Taking the time to understand and genuinely care about who they are creates a level of trust and loyalty that can’t be forced.
For me, it’s never been just about money. It’s about happiness, fulfillment and creating an environment where people feel valued for who they are. When people feel seen and supported, they naturally bring their best to what they do.
I also believe in keeping my team intentionally close – knit. A smaller team allows me to protect the culture we’ve built- one that feels like family, were respect, support, and accountability all coexist.
At the same time, I make sure we don’t lose the joy in what we do. Contests, celebrating wins, and keeping the energy light and fun. When people enjoy coming to work, it shows in everything – from the way they collaborate to the way they care for clients.

Contact Info:

• Website: https://www.trompeloeilsalon.com
• Instagram: @trompeloeilsalon
• Facebook: Trompe L’oeil Salon