We got the opportunity to chat with Jowell, owner of Norie Luxury Wax Center. We discussed how she got her start as an esthetician, entrepreneurship and the process of opening her own spa.
(Some words have been edited for brevity).
Okay, so if you can just give us some information about your background, how did you get started as an aesthetician?
So, I went to cosmetology school back in 2013, and at first I thought I was going to be a hairstylist. But in 2019, I met a girl that does brow waxing and she kind of just talked me into doing her Brazilian wax. And I liked it and I just been doing it ever since.
And what do you love most about being an esthetician?
Just the community of everything and meeting new faces and just helping women gain confidence. So, what I do is I specialize in Brazilian waxing. But, I also do body treatments, like chemical peels in the Brazilian area. So, I'm really happy with the results that I get and the confidence that the women have after their sessions.
Okay. What is your number one most booked service, from your clients?
Brazilian Wax and Vajacial Treatments.
Perfect. And what brought you to the Owings Mill area, and what do you like most about the area?
I am from Norfolk, Virginia, and I moved here maybe in 2017. And when I first came here, the area was pretty [like], there was nothing going on. They kind of just built it up. And it reminds me of New York, a little. Like, it's like a small New York City. So that's what drew me to the area.
That's awesome. So if I ask your clients what their favorite thing or feature is about your spa, what would they say?
I think they would say, me. I think estheticians put a lot of, like, I don't know, I want to say thought, but they put a lot into the decor, and having drinks and having this, and that stuff is important. But, the customer service, I feel like that's where you need to actually connect with your clients.
Did you have any challenges opening your spa? What was the hardest thing and what’s the hardest thing about running a spa? Having a staff, the hiring process?
Yeah, just the hiring process. Just having to go through so many people to find your superstar. So, right now I have two estheticians on staff. I need to have three more in order for me to be considered fully staffed. But, I don't know, I think you should hire slow and fire fast. So, I just think taking my time going through applicants, but I haven't had any hardships or any difficulties opening my spa at all, actually.
And how long have you been open in the brick and mortar?
We've been there a little bit over a year. But me as an esthetician, I've been doing waxing for four and a half, almost five years.
Okay, perfect. And what advice do you have for estheticians that wish to open their own spa?
What advice? So the advice would be to act like you have staff now. Set your business up as if you already have the things that you want. So when you get in the space, it's not hard for you to know what to do, I guess. So, get a mentor now. Have an accountant. Even if you're not making that much, you don't have to have them every single month, but have someone actually looking over your books and helping you on the financial end.
Do you have any words of encouragement for the estheticians out there about just having a business, maintaining stuff like that?
Focus on your customers and what they're saying to you. I wouldn't follow estheticians. I actually don't follow many estheticians unless I'm actually like, friends with them. Because you should be motivated by what your clients are saying and not what you're saying online.
Great. That's great advice, for sure. Let's see. And where can we find you? What are your social media handles?
My instagram is Norielwc. And that's the same name on TikTok Norielwc.
And what about your website? Can they book on your website, too?
They actually can book on the website. It's www.norielwc.com. And they can also book through Instagram by the Book Now tab.
Okay, awesome. And is there anything else that you'd like to add?
No, that was pretty quick. That was pretty quick. But no, nothing really? Only thing, just pay attention to yourself. That's, like, the best advice I can give to anybody. Just pay attention to yourself and literally mind your business.
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Norie Luxury Wax Center
10200 Grand Central Avenue suite 106
Owings Mills, MD, 21117
443-450-6994
