We recently connected with Whitney Lyles and have shared our conversation below.

Whitney, looking forward to hearing all of your stories today. Getting that first client is always an exciting milestone. Can you talk to us about how you got your first customer who wasn’t a friend, family, or acquaintance?

My first client journey began with my best friend, who was always my go-to model for practice. Once I started promoting makeup and facials, she became my first paid customer, despite my hesitation to charge her—she insisted on paying. Additionally, when I launched my boutique/brand, my twin sister was my first customer. Because they are my family I didn’t feel comfortable taking their money because I was new to the industry but please know family, friend etc will support and pay for your service/product because they respect your business. Never think you’re not worth it.

Whitney, 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 Whitney Denise, the founder of Excellence Noir, and I’ve had the privilege of working with a diverse range of clients, from actresses and TV influencers to fashion shows and wedding parties. I’m passionate about providing an elevated experience in the beauty industry, where my focus is not just on the service, but on showcasing creativity, talent, and artistry.

In addition to traditional beauty services, I also glam up mannequin heads for wig makers, helping to enhance their products. What sets me apart is my commitment to excellence, and the belief that the money will follow when you put your heart and passion into your work.

Excellence Noir by Whitney Denise represents Black excellence, and I strive to embody this philosophy through every service I provide. I am deeply proud of the relationships I’ve built with my clients and the opportunity to showcase my talent in a way that truly serves their needs. Ultimately, my goal is for clients to experience something extraordinary—whether it’s through my makeup artistry, facials, or styling—and to know that they are in the hands of someone dedicated to their satisfaction and the highest standards of beauty.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

A valuable lesson I’ve had to unlearn is not taking things personally in business. I used to feel disappointed when friends or family didn’t show support at events after I’d sent out invitations. Over time, I’ve learned the importance of setting boundaries and focusing on my own goals and journey. This business is my passion, and I’ve come to understand that I can’t expect others to support it in the same way I do. That said, I am incredibly grateful for the handful of people who have been there for me since day one, and I will always acknowledge their unwavering support.

Can you tell us about a time you’ve had to pivot?

A pivotal moment in my entrepreneurial journey came in March 2020, when I made the decision to leave my full-time position at Cleveland Clinic and transition into being a full-time entrepreneur. At the time, my boutique had been operating for three years, but I had always relied on the stability of a traditional job. Just two weeks after I resigned, the COVID-19 pandemic hit, and the world went into lockdown. Naturally, I was filled with uncertainty, doubt, and concern about the future of my business.

When restrictions began to ease in May 2020, I knew I needed to find a way to generate additional income while building my clientele. I decided to drive for Lyft, traveling back and forth between driving and the salon. It was one of the most challenging years I’ve faced in business, but it also taught me the resilience and adaptability needed to succeed as a full-time entrepreneur. That experience was crucial in helping me pivot my business strategy and sustain my new lifestyle.

Contact Info:

• Website: https://www.whitneydenise.com
• Instagram: https://www.instagram.com/excellence.noir/profilecard/?igsh=MWl3OTYxb245ZW93Mw==
• Linkedin: https://www.linkedin.com/in/whitney-lyles-371374188?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app
• Youtube: https://youtube.com/@beauteafill?si=SNnK1rDZcsOMxvyn