We’re excited to introduce you to the always interesting and insightful Stacy Lande. We hope you’ll enjoy our conversation with Stacy below.

Stacy, appreciate you joining us today. One of our favorite things to brainstorm about with friends who’ve built something entrepreneurial is what they would do differently if they were to start over today. Surely, there are things you’ve learned that would allow you to do it over faster, more efficiently. We’d love to hear how you would go about setting things up if you were starting over today, knowing everything that you already know.

If I were starting over, I would definitely have started the business several years earlier. After graduation from makeup school I floundered around for several years, trying to compete and make a name for myself in markets that were already very competitive and saturated with people who do what I do. The one piece of advice I would give anyone is to create a unique niche for the service you offer. Research businesses offering the same thing and see where they are successful. Set up competitive pricing. No one thrives in a vacuum, and it’s healthy if there are a few other businesses offering what you do. Don’t worry about the competition. I believe that it’s an abundant universe, with plenty for everyone!

Stacy, 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 graduated college with a degree in art, and I stubbornly insisted on being a studio artist, in spite of knowing how difficult that path would be. I had a wonderful 10 years of showing my artwork, and getting recognition in 3 published art books, including a solo art book, as well as some domestic and international collectors. Unfortunately this did not translate to earning a sufficient living, and I did what many studio artists do: I worked for the studios and high end homes painting backdrops, murals and decorative finishes. This was very back breaking work, and in 2000 I had a revelation: why not go to makeup school! I had seen makeup artists on set, and it looked like much easier work, and more interactive with people.
This was the best decision I ever made, and I do wish I had done it straight out of college. Makeup artistry allows me to be creative and apply my artistic ability in a way that makes many people happy, and pays abundantly.
What I wish is that I discovered my business niche right out of makeup school, but it took several years of trying different jobs before the idea was presented to me.
I have always loved vintage design, fashion, architecture, and old movies, and a friend recommended that I start a pinup photography business! I never could have thought of this myself. I think that divine inspiration often comes through other people and it’s important to listen to interesting input from others.
I approached my photographer friend Carol Sheridan, who I have known since 1992, and presented this idea to her! Luckily she was excited about it, and we spent many days brainstorming this inspired business idea.
We founded Iconic Pinups in 2009. It is a full service photography studio, and we specialize in vintage makeup and hair and photo shoots with vintage props and backdrops. Our motto is “from average gal to femme fatale”. We love to offer the opportunity for all women to feel like a vintage pinup for a day. It felt divinely inspired: we get to play around with costumes and hair and makeup, chat with lovely people, and help them feel beautiful and special for a day.
It took 2 years for the business to catch on, which I have heard is normal. In 2011 we had the inspiration to get featured as a deal of the day on the nascent groupon platform. In those early days there would be just one featured deal for that day, and our deal made it into the inboxes of I think a few hundred thousand people. We ended up selling 600 groupons, and found a way to up sell each person who came in for a shoot, so we did pretty well. We ran those groupon and living social specials several more times and sold approximately 500 deals each time! We were so busy we had to have help answering the phones and emails.
In addition to that we were lucky enough to be featured on the local news several times over the years, and I think that between the daily deals and the TV exposure, we really catapulted our business.
Here we are 15 years later and we still have clients, but business has slowed down considerably. We are always having to be creative finding new sets and offers to coax people back in.
The best part about the pinup photography business is that I have been able to cultivate my own clientele for just vintage makeup and hair styling for weddings and events. This has kept me busy, and I do love working on my own. Being in a business partnership afforded us great synergy between the two of us, but as I think is typical it got quite difficult after a while. I longed for the freedom of pursuing my own visions.
A year ago I began styling vintage wigs and selling them in my etsy store. This has been a great adjunct to the pinup shoots and the pinup makeup and hair businesses, and I love being my own boss and working at home creating these unique, handmade items.

For you, what’s the most rewarding aspect of being a creative?

Being of service in a field that is focused on making women feel beautiful and empowered! Doing work that feels like play. When I was a kid I played with makeup and did makeovers for friends and family. This feels like that, and I feel most of the time that I should be paying to have this much fun.

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

Probably putting agreements into writing. I have had a business partner for 15 years, and we definitely could have benefitted from written business agreements. Because we were such old friends I felt that verbal was good enough at the time. I have definitely learned that written contracts are crucial to avoiding misunderstandings among friends.

Contact Info:

• Website: https://iconicandbeautiful.com, https://www.iconicpinups.com, https://www.etsy.com/shop/WigsByIconic
• Instagram: @iconicpinups, @makeup_and_hair_by_iconic
• Facebook: https://www.facebook.com
• Yelp: https://www.yelp.com/biz/iconic-beauty-wedding-makeup-by-stacy-lande-los-angeles, https://www.yelp.com/biz/iconic-pinups-los-angeles

Image Credits
Carol Sheridan of Iconic Pinups