We caught up with the brilliant and insightful Trina Malone a few weeks ago and have shared our conversation below.
Hi Trina, thanks for joining us today. Finding those key vendors can often be make or break for a brand. Can you talk to us about how you found your key vendors?
Going into the beauty was very humbling. You come onto the scene with the goal of sending every client home, a little bit more confident than when they came in. Initially, I started my business with the intention to only offer eyelash extension services. It wasn’t until later on in my journey that I decided to open up a supply store. Finding trustworthy manufacturers with high quality product has been the most challenging part of my career. What if I like the products, but my clients don’t? What if I just invested in thousands of dollars worth of supplies, and they don’t sell? These are the main reasons we step off of the ledge and never take the “leap”. I trolled the internet for months and have tested out over 50 lash extension manufacturers before I found lash products that I was certain in. Now, this doesn’t mean that I didn’t go through extreme trial and error between then and now. I have changed my logo, packaging, marketing material, etc. multiple times until I “got it right”. Not all business is good business. The biggest lesson that I’ve learned was to test my top vendors out little by little. Your first order will almost always seem “perfect”. It’s not until you order in bulk, where you get to see the true quality, and consistency of the manufacturer’s material.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
I started T Winks when I was 22 years old. I had no cosmetology experience, I was actually a new mom fresh out of the active duty military. Prior to starting my business in 2016, I found myself in so many different job positions, but nothing ever stuck. I always had an amazing work ethic, but no passion for what I was doing. I remember being in the Army, and the most exciting part of the day was getting ready. Doing my hair, and trying to sneak on a little mascara to feel cute. When I started lashing, I was home based for a few years which allowed me to develop a strong client base, as well as grow in my new found passion for beauty and making others feel beautiful. Every client that poured into my business, made it was it is today. The endless conversations, client referrals, and relationships that I’ve made after starting my business has been the most rewarding part of it all. I am most proud of our growth as a company. I now have a storefront where I can showcase my beautiful dream that turned into reality, and lash products that caused very sleepless nights in order to perfect and retail. I think amazing customer experiences and the ability to be relatable and personable with everyone that walks into my salon has played the biggest role in setting my business apart from others. I agree with most people when they say that hardest part of business is starting. However, you can only keep a good thing going with consistency and discipline. Discipline can not be taught, and it is the key quality needed for any entrepreneur looking to grow their business.
We’d love to hear the story of how you built up your social media audience?
Social media is everything these days! I can’t even begin to explain how social media has helped grow my business into what it is today. When most people are looking for services, they hop onto google, instagram, facebook, etc. You want to make your presence known on these platforms for many different reasons. You can tell people all day that you do lashes, hair, or nails, but people shop with their EYES. Being able to see your work, real customer reviews, and you as the service provider, creates trust and assurance from potential clients before they even meet you. Your social media account is working for you, even you clock out for the day. One of the first things we ask our clients when they come in for their initial visit, is “how did you hear about us?”. 99% of the time they found us on social media. Keep it professional, know your target audience and stay consistent. Take advantage of social media as its FREE marketing, for now.
Any thoughts, advice, or strategies you can share for fostering brand loyalty?
Keeping in touch with my clients with sms marketing, loyalty programs, referral programs, etc. all helps with client retention and loyalty. Pour into those who pour into you. As a small business, these small acts are so important and really show gratitude towards the customers who are supporting your dream. Many booking apps, have sms and email marketing available.
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