Today we’d like to introduce you to Katie Fernandez.
Hi Katie, so excited to have you with us today. What can you tell us about your story?
After two years of college with no real drive or direction. My mom encouraged me to check out an Aesthetics Program in STL. After 10 minutes into visiting the school and talking with the instructor, I knew that this was something I could pursue. Going to school was no longer a chore, I looked forward to it and exceeded in my studies and technical abilities.
Finally had that “ahh ha” moment when you realize this is it. I love Aesthetics because of how versatile it is. You can do a little bit of everything or you can specialize in certain areas. After school, I was certified in eyelash extensions, really before lash extensions were even a thing around here. I did it for five years along with facial aesthetics until it blew up! I couldn’t keep up with the overwhelming demand. At this time, I had both worked in a salon and was currently in a med spa setting. I knew that I either had to be able to branch out on my own, hire other esthetician’s and train them or stay put where I was and stop this amazing growth that I was experiencing. So I took the plunge! After 11 years in Aesthetics, I opened up my own business, hired two girls and haven’t looked back. Being an entrepreneur is a full-time job filled with lots of ups and downs, long hours and constant thoughts of how do I keep growing and find this thing they call balance?! It’s a lot of work but I love it and after almost three years as a business owner, the balance is coming along with the growth. I just hired another esthetician and plan to merge with my previous boss/MD to incorporate a Nurse injector into our practice! I am so excited about the future.
We all face challenges, but looking back would you describe it as a relatively smooth road?
I feel like I have never met anyone especially a business owner that hasn’t struggled. It’s definitely not for the faint of heart but loving what you do, having supportive and encouraging people around you as well as great employees makes it completely worth it.
This last year was the ultimate struggle! We were forced to shut our doors for ten weeks. Which forced me to shift my focus, be creative and come up with new and fun ideas to drive sales. Thanks to our amazing, loyal customers, it worked!
Appreciate you sharing that. What else should we know about what you do?
So Aesthetics encompasses so much, initially it was just facial Aesthetics, building on product knowledge, skincare treatments, etc. Lash extensions were definitely my first “niche” service for a good ten years and still is. It’s a skill set, the more you practice, train and do the better you get. I’ve trained with some of the best companies and instructors. Always looking to improve my skill sets and knowledge. Once I felt like I had really reached my full potential with lashes, I wanted something more. Microblading was just up and coming and after a year of studying it, thinking and dreaming about it, I flew to NYC to train with one of the best in the business. I always want to learn a skill from someone who has mastered it. That’s very important when it comes to picking education for me.
After my training and three months of practice on fake skins, I started taking models and just like lashes, brows took off! I have been doing brows for almost four years now and have trained on a few different techniques, there is so much to know when it comes to PMU, it’s fascinating to me. It always keeps you wanting to learn and improve. I just try to do my best, your clients are literally your walking billboards, I treat their faces as they were my own. I am currently only taking new clients for Permanent makeup services as that is my main focus of growth right now when it comes to my skill set. I pride myself in getting amazing training from master instructors, practicing my craft and treating my clients how I would want to be treated. Their is the face they are trusting me with and I want them to be as happy and informed as possible when they leave.
Do you any memories from childhood that you can share with us?
Looking back when I told my dad I was going to school to be an esthetician, he didn’t understand mainly because he thought it wouldn’t be lucrative, I explained to him that depending on what you did, where you worked, etc. it could be. My dad was a numbers guy and my school had given us some scenarios when it came to how our income/commission could be structured, depending on lots of factors, my teacher was telling us about a former student who made $80k. Well back in 2007 when I graduated, my dad thought that would be sufficient, lol so I always kept that number in the back of my head. After seven years into aesthetics, I achieved my number goal, although my dad wasn’t here to see it, it still felt good. I’ve been extremely fortunate to keep growing over the years. I really feel like you can be successful in anything if you work hard at it!
- Email: Katie@artofbeautyboutique.com
- Website: www.artofbeautyboutique.com
- Instagram: @theartofbeautyboutique
- Facebook: @Art.Beauty.Boutique