Alright – so today we’ve got the honor of introducing you to Valentina Forero. We think you’ll enjoy our conversation, we’ve shared it below.
Hi Valentina, thanks for joining us today. Folks often look at a successful business and imagine it was an overnight success, but from what we’ve seen this is often far from the truth. We’d love to hear your scaling up story – walk us through how you grew over time – what were some of the big things you had to do to grow and what was that scaling up journey like?
When I first moved to Maryland from Los Angeles in August of 2022, I didn’t know a single person – with the exception of my husband. So when I say I started my business from scratch, I literally mean it. I have been able to grow my book of clients to over 500 people, and I don’t plan on stopping any time soon.
From day one, my priority has always been to provide an outstanding customer experience. From the second a client walks in. new or returning, to the second they walk out the door, their comfortability is my main priority. I always make sure to listen to clients’ feedback and continuously improve my technique. This has not only helped me retain customers but also turned them into my business’ biggest advocates, spreading the word and bringing in referrals.
Social media played a crucial role in my scaling journey. I invested a lot of time utilizing Instagram and Facebook by reaching out to women by directly messaging them, and inviting them in to my studio to check out my services. I would message about 10-15 women daily! Most of the time I wouldn’t get a response, but I was okay with that. With the women who did eventually come in, I built a great relationship with them and that helped me build a small client base. After that, referrals started pouring in.
To keep up with the growing demand and maintain my high standards, I upgraded my studio space and my equipment and incorporated the latest techniques. This not only improved efficiency but also enhanced the client experience, setting me apart from competitors.
I formed strategic partnerships with local businesses, such as fitness clubs and fashion boutiques. These collaborations provided mutual benefits, as we could offer exclusive discounts and promotions to each other’s clients, expanding my reach and client base.
The journey wasn’t without its obstacles. I faced many challenges as I grew my business. I got pregnant two months after opening up my first location in October 2022, and although my daughter has been my biggest blessing, it definitely slowed down the momentum that my business was finally starting to pick up. To this day, I still struggle with juggling motherhood and entrepreneurship, but I wouldn’t have made it this far without the help of my village.
I’ve been forced to quickly find a new location due to a terrible property manager. I’ve lost many clients. I’ve made some investments that didn’t pan out. And many more hurdles that I’ve had to climb over.
The journey from a small startup to a significantly larger business was filled with ups and downs, but it was my commitment to excellence, adaptability, and strategic planning that fueled my growth. By staying true to my core values and continuously evolving, I was able to scale up successfully. My story is a testament to the power of resilience, innovation, and the unwavering support of my incredible colleagues, clients and friends & family.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
Absolutely, I’d love to share more about myself and my journey.
Hi, I’m Valentina, and I’m the proud owner of Bronzed Beauty Bar. I am a Los Angeles native and first time mom! My journey into the beauty industry began as just a simple curiosity. A friend of mine, who is now my mentor, posted about an upcoming spray tan training back in 2021 when I was living in California. I started doing it part time as a side hustle while owning a wholesale food distribution company. It was something fun that looked easy to learn. I was able to find a creative outlet in spray tanning. When I moved to Maryland, I sold my food business, and decided to take the dive into the deep end and go full time in the beauty industry. This decision was driven by my desire to create a space where clients could receive personalized, high-quality beauty services in a welcoming and comfortable environment. My favorite part of what I do, is seeing my clients love how they look in the mirror. That may sound superficial, but you can take on the world with a good spray tan. And I love being able to build my clients’ confidence one bronze at a time!
I’ve expanded into a few other services along the way. I now also offer teeth whitening & tooth gems, and permanent jewelry. I’m also currently in the middle of finishing a henna brow training.
I think the main thing that sets me apart is my attention to detail. I’m always learning new techniques to make each spray tan better than the last. On top of that, my ability to make my clients feel at ease the second they walk into the door is completely unmatched. Whether you’re coming in for the first time, or the hundredth time, I talk to you like we are BFFs. A lot of my clients have turned into genuine friend connections, and that is something that makes me so happy.
I take the time to understand each client’s unique needs and preferences, ensuring that every treatment is tailored to deliver the best possible results.
One of the things I’m most proud of is the loyal client base I’ve built over the years. It’s incredibly rewarding to see clients return time and time again, and even refer their friends and family. Their trust and satisfaction are the ultimate validation of all my hard work and dedication. Juggling entrepreneurship and being a first time mom has been one of the most difficult, but rewarding journeys.
We’d love to hear about how you met your business partner.
Jeet Bahra! OMG! She is an angel in human form! Jeet and I partnered up in October of 2023. I mentioned earlier how one of the ways I built my client base was by DMing random women in the area that my first studio was based out of. She is one of the women I reached out to when I first moved out here and opened my first studio. I invited her in for a spray tan and we made an instant connection! She is an amazing makeup artist and phenomenal at permanent makeup as well. When I first reached out to her, I noticed how well connected she was with people in the DMV area., and I knew I had to be connected with her as well.
When I got pregnant in December of 2022, I knew my business was going to slow down a bit. A few months into my pregnancy, I knew I had to start training someone soon to take over my growing list of clients. I had trained someone who was going to take over for a few months while I was on maternity leave, and I was super excited that my clients would be taken care of while I was gone. Unfortunately, that situation didn’t end up happening and the person I trained ended up falling through. Around the same time I was training her, Jeet and I had a girls brunch catching up on life. At this time, Jeet was mainly mobile. And she was tiring herself out every day driving from client to client. So we had came up with an arrangement at our brunch that she would take over with her clients in my studio while I was on maternity leave. During those few months, we started exploring a bigger studio space with multiple suites. We were only in that studio space for a few months before the property manager dropped a bomb on us along with all the other tenants, telling us we had to move by the end of January 31st, 2024. This was told to us in mid December of 2023. With very little time and with the holidays around the corner, I started touring other office spaces in the area. I also connected with 2 other beauty technicians that were renting out from the same place Jeet and I were in. We found our new home in Bethesda, and the 4 of us have come together to create the Bethesda Beauty Collective, and our business are individually and collectively thriving. Since then, Jeet and I have collaborated on so many fun events and pop ups. And we have a lot of fun stuff planned for the year.
Are there any books, videos or other content that you feel have meaningfully impacted your thinking?
I strongly believe that when you stop learning, you stop growing. One of my favorite quotes from Plato that I heard early on in my entrepreneurial journey is “I know that I know nothing”. That quote has stuck with me for years and has instilled my student mentality. I will forever be a student because there is always something new to learn. The second you think you know everything, you hinder your growth. I’ve read and reread a ton of books in my life. Here are some of my favorite ones that have helped shape and mold me into the business woman I am today:
Who Moved My Cheese? by Spencer Johnson
Think and Grow Rich by Napoleon Hill
Awaken the Giant Within by Tony Robbins
Rich Dad, Poor Dad by Robert Kiyosaki
The 7 Habits of Highly Effective People by Stephen R. Covey
Atomic Habits by James Clear
You Are a Badass by Jen Sincero
48 Laws of Power by Robert Greene
The Subtle Art of Not Giving a %$#@ by Mark Manson
There are soooo many more that I’ve read but these definitely have stood out the most for me and played a huge roll in my personal development.
Although I don’t read as much as I used to, I still make sure to use other platforms to learn and continue furthering my knowledge. I take mini online courses focused more in the beauty industry; I’m in tons of Facebook groups where I network and learn from other entrepreneurs and beauty technicians; and I attend as many seminars as I possibly can. I actually have a Tony Robbins seminar coming up in November that I’m super excited about. Networking is HUGE! Confucius said “If you are the smartest person in the room, your’e in the wrong room”.
Contact Info:
- Website: https://bronzedbeautybar.net
- Instagram: bronzed.beautybar
- Facebook: https://www.facebook.com/profile.php?id=100088800255644
Image Credits
Zoe Gagne