We were lucky to catch up with Zackery Russell recently and have shared our conversation below.
Zackery , appreciate you joining us today. What do you think Corporate America gets wrong in your industry? Any stories or anecdotes that illustrate why this matters?
The Corporate Beauty Industry today sells each person a formulaic approach to beauty never including the individual wants or needs. We at Serenity and Scott start first with the individual. From there we find their wants and tailor the products that they will need to accomplish those wants.
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 began my career in the cosmetic beauty industry in 2010 after earning my aesthetic’s license. Working with my business partner Serenity Eyre who has over 30 years in the industry we work with our clients to demystify the beauty world. We work diligently with each client to help them feel empowered when approaching any beauty counter. While building our cosmetic cliental I began to work with fragrances as a hobby. In 2016 I launch our first six eau de perfums. We have over 35 to date. I strive to keep our fragrances to IFRA standards. Adding no phthalates or heavy glycols we seek to make our fragrances as clean and long lasting as possible.
Has your business ever had a near-death moment? Would you mind sharing the story?
Quarantine in 2020 had us to close our shop to the public. This was a very frightening time for a cosmetic store because so much of what we are about is in person experiences. Our local and national clients reached out to us during this time with orders and each would tell us stories of how we impacted their lives and wished us well. The fact that we as a small cosmetic store in such a casual town of Asheville survived this time is a testament to our loyal clients with out whom we would not be here today.
How do you keep in touch with clients and foster brand loyalty?
As a retail store we seek loyalty by giving loyalty. We meet each individual as they are and give them only what they need by never over selling or pressuring them into purchasing more. With most corporate stores each sales clerk is under pressure to sale a number of items to each person. We here at Serenity and Scott are not scripted and have no pressure from a larger corporation and therefore are able to see the real needs of our individual clients.
Contact Info:
- Website: serenityandscott.com
- Instagram: @serenityandscott
- Facebook: Serenity and Scott
Image Credits
product photography Jacqueline Frangquez thewaywardwanderessphotography.com