Transcript
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Welcome back to this episode of the Sugar Show.
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Everyone I am, shannon, your sugar mama, and I this is my favorite part is talking about the success in this industry, because we have been working a long, long time to try to get you all trained up in sugar.
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But that really means it needs to translate into success, and so I started the Sweet Success Series five or six seasons ago.
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We're in our sixth season now.
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So about five seasons ago I started doing the Sweet Success Series to introduce you to other folks that have really taken sugaring to the next level and are killing it in their businesses, their sugar bosses, and have not only learned how to mold and flip properly, but have learned how to build their businesses so that they can be successful.
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And some of them are working part-time now and killing it and making six figures.
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Some of them are young moms, some of them are second careers and they're making this business work for them and thriving, not just surviving in it.
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So I am very thrilled that this is this episode of the sugar show, and episodes to come are going to be in two halves.
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The first half is going to be the sweet success story and this month it is with Kasey Reynolds, who is the owner and operator of sugar junkie sugarjunkiecom.
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All her show notes will be in the links below and Kasey has three locations that she has just been so busy in one.
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She had to expand and make it better for her clients to not have to drive so far, and so then she also found a location on an island Then she will tell you about that next.
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On an island.
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Then she will tell you about that next.
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But Kasey is a go-getter and she really manifested her faith and I want you to hear her story today because I think that some of you are really dreaming.
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You're putting your vision words together.
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You're really asking yourself if this is something you can do, and I think hearing a story like Kasey's really is helpful for you to understand what the next level is and you know how you can take.
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If you're a beauty student, what you do first.
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If you are someone who's been working for someone else, how do you go solo.
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If you're a solo, how do you go to the next thing.
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And you know, Kasey really has just killed it in this industry and she is now an educator with Love to Sugar, using erotic lab pastes, and so it is my honor to introduce you to Kasey Reynolds.
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Kasey, my girl, it is your turn to share your sweet success.
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I am so excited to finally have you on the show and just let everyone understand who you are and what you're all about.
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So welcome to the Sugar Show.
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Thank you, thanks for having me.
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It's.
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You know we talk about this all the time.
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Like I gotta get you on the Sugar Show.
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Thank you, thanks for having me.
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You know we talk about this all the time.
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Like I got to get you on the Sugar Show, I got to get you on the podcast and you're, like, I'm here working away.
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You just let me know when you need me and it is your turn.
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So, yeah, congratulations.
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I imagine it's pretty cool to like realize like because we work so hard, like that you're actually a sweet success in this.
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Like realize like cause we work so hard, like that you're actually a sweet success in this.
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It's been a long journey for you.
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It has, yeah.
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So let's start from the beginning, and I've told them a little bit about you, but let's start from the beginning, before you were even an esthetician.
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What did you do before you were an esthetician?
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Talk to us about, like, the pre-beauty journey for Kasey well, let's see, I used to work in the 911 system as an EMT on an ambulance in Arizona for about 12 years and I loved the job, but it was just so exhausting.
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I had to figure out what else that I needed to do, what I wanted to do, um, so that, yeah, that's what I did in the very beginning.
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I also had an event planning business on the side as well, so rescuing people, event planning, it's all good.
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So you're laying awake, you're thinking, okay, this is challenging.
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You know I'm doing all these things, but at what point did the calling come to go to beauty school?
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At what point did the calling come to go to beauty school.
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Well, I was on vacation and I had never had a Brazilian before and I was at the beach and I thought, yeah, I'll just go get one, I'll run down the street and get one.
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And so I went and got waxed and as I was laying there, I thought I could do this Because I was trying to figure out what to do with myself.
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I just didn't know where I was going.
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I had been in the, you know, as an EMT for so long.
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Where was I going to go?
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So I went and got a Brazilian and I called my husband and I said I'm going to esthetician school when I get back.
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And I did, I signed up and two months later I was in school.
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So that's kind of where it began?
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Was he just used to you coming home with all like you're crazy?
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This is what I'm doing in my life ideas.
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Oh yeah, he used to.
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When we first got married.
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He would come home and the whole living room would be rearranged.
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So yeah, I'm kind of spur of the moment.
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I kind of feel like I should have a podcast for all the spouses what it's like to be the spouse of a creative, what it's like to be the spouse of someone who's constantly changing her life path.
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But I love that about you, because you only live once.
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This life is so short and if you don't try those new things, then how will you ever know and you'll be stuck doing that thing that you know, you thought you wanted to do for a minute and how many?
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Years ago, was that.
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Oh, let's see, it's been 10 or 12 years since I went to school.
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Okay, all right, it feels like yesterday and forever ago.
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Okay, so you go to school, you decide you like it.
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Did you like the skincare piece and you added hair removal?
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Did you always just want to be a waxer Like?
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How did that start?
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I think I always wanted to be a waxer.
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The facials were fun, but I'm not a quiet person so I don't want to sit there, I want to talk.
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I like to talk during all my sugaring sessions.
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So more of the waxing side was where I started.
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And then, once I started, I didn't actually like the waxing.
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So then I was like great, now what I'm going to do is stressful.
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I so that I was like great, now what I'm gonna do is stressful.
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I was afraid I was gonna hurt somebody.
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And then I had to do a paper on all the different hair removal methods and I saw sugaring and I'm like what the heck is this?
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So I found a class within two weeks and I signed up, dragged six of my fellow students with me and we took a sugaring course and I was hooked.
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I knew that was what it was going to be.
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Yeah, yeah, okay.
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So you're in school.
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You're sugaring, which 10 years ago, like it, wasn't as popular as it is now.
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So that was a pretty feat, right?
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So you graduate from school.
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What's the very first thing you did out of beauty school?
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Well before I graduated, I rented a room and a sports massage place and I started sugaring people to practice.
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I never I didn't charge any money.
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I just practiced practice.
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By the time I got out of school I was ready to go and I was already certified ready to go, ready to sugar and hit the road.
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Okay.
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Yeah, all right, my first original sugar junkie lives in arizona, in arizona how did you come up with the name?
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I, I don't know.
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I just knew I wanted it to be something catchy and different and I knew something I wanted people to be addicted to.
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And there you have it, and that's what a junkie is.
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I love it, I love it.
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I love it and play on words, right, Because sugar junkies usually eat cookies and we smooth cookies.
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They eat cookies.
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Okay, so you get out of school.
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Now did you start just on your own?
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Like how did you like, were you in the back of a salon?
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Like how did you find your first location and decide on that?
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I did start on my own.
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I stayed in that massage room for about six months and then we decided to move to California and we moved here and I didn't know anybody.
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So I got a little part time gig sugaring for like four or five months and I was ready to go on my own.
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So I just took the plunge and rented a really crappy place and went from there.
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So the first place I rented was $800 a month and there was no walls and no air conditioner, no heater, and it was upstairs and it was interesting, so I stayed.
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You had to get really good at soft taste.
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Oh I did.
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I learned like in the winter it was super cold and the summer it was super hot.
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So I learned really fast about the science of sugar right there.
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So Okay, all right, and so you're sugaring away, you're sweating, you're freezing, you're like against the elements.
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So if there's anyone that can sugar in bad weather, in bad environment, it is Kasey.
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So if you have any questions, feel free to ask her.
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Okay, so you're sugaring along, and at what point did you decide to like take the next step to bumps?
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So let me back up really quick.
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How did you put together like your first kind of nest egg to start this?
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Did you just say, ok, I'm going to invest some money?
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Did you put a business plan together?
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Do you wish you would have put a business plan together?
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Like, looking back, what would you tell 10 years ago, Kasey?
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Now that you've kind of gone through all of this, and then we'll kind of keep going, I don't, I don't know that I would have done it any other way.
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I mean, I started the whole thing with $500.
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Ground by fire yeah, 500 bucks and borrowed some money for the first month's rent from my husband, because I was going to do it all on my own and just went from there and just as I grew, I just bought different things I needed and after that year it was time to move to the next step up space.
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And so I found a great location and it was massive and I thought what am I going to do with all the space?
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And it used to be a dry bar.
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So I decided to go Sugar Junkie Beauty Lounge and put hair, and so I had a hairst hair stylist and a nail technician and they were helping pay the rent at that point.
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So I took a risk, but at the same time, I had people helping pay the rent yeah, which is not yeah, they're a different.
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It's a different environment, though, to have hair and hair dryers blowing and yeah, yeah and the client comes down the hallway and gets up on your bed and you look and there's hair all over your sheets and you're like, oh my gosh, yeah, so much better now very different, okay, so what point did you decide to be done, with kind of the lounge hair nails thing after it, but ready to be done?
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after that lease was ready done, I moved downtown event and that's when I was ready to be done.
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I sort of rebranded, didn't become.
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I wasn't the beauty lounge anymore, I was just sugar junkie, sugaring studio and then just was all sugar and some facials and that was.
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It was great, I loved it okay and so did you.
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It was it just you, or did you have a staff of sugar professionals?
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um, before I moved, when I was still doing hair, I had I had hired one girl right before COVID, and we all know what happened with that.
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And so when I moved to the next location and rebranded, I had her, but it was right after COVID and we exploded.
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We were so busy.
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I just had to keep hiring to keep up with it.
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Yeah, and I was still sugaring full time at the time, yeah, so so, okay, so you're in Ventura, you're killing it.
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People from COVID are like I have 70s Bush.
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Please, dear God, will you, will you, you know, hire some more people to handle the load?
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Um, so, congrats to you for making it through.
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I mean that, right, there is a sweet success story.
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I know that that was a lot for all of us owners, especially in california, and we'll get into politics, but that was, that was tough times, yeah.
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So kudos to you, because that's a huge accomplishment to you, know, to get to have gotten through a pandemic and still come out the other side.
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So that's incredible, sure, um, okay, so the journey takes you then where?
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so then from there I've hired a few more employees and then that least got up I'm really not a nomad and then we moved into the location we have now.
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Oh actually, hmm, why was still in that down locate, downtown location?
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Almost three years ago, I opened up my second location in Camarillo, which is about 25 minutes away okay.
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So there are, there are some folks that are listening to this that are like, okay, I have a small location, I've always wanted to have one in another city, cause I know I'm in Folsom, california, and about 30 minutes away Sacramento, elk Grove, roseville, and people are like you should fray and chop the sugar, mamas, right.
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And so I, you know, I kind of always had to ask myself what it was that I wanted to do For me.
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I did not want to expand because I knew I was going to do the teaching route right.
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So, for me.
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I just wanted this little space that I'm in here and I just wanted to make that as tight as possible, make it, as you know, profitable as possible and then be able to go out and teach, which was my path.
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But how did you decide to pull the trigger on the next city?
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How did that come about for you?
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I think I had had a lot of clients coming from all different cities all the way to Ventura.
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I still have clients coming from Malibu, which is a good 40, 45-minute drive.
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I had people coming from Camarillo and then up, further down, you know, east, towards the 101, from like thousand oaks and all these different locations, and I thought, well, if they're driving all the way over here, I should put something halfway between us.
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And then that's kind of why I did that, and we were also busy and in Ventura we only had two rooms, so we just we were booked solid all the time and we just needed to expand.
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Yeah, kind of initially, what drove that?
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okay, all right, and so did you take your investment?
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I'm trying to, you know, give people kind of a snapshot.
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Did you take some of your savings to start this next one?
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Or did you start it as a second company, kind of how did you?
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It was all sugar junkie, so, um, you took one to invest in the other.
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Yeah, yeah, not your personal money right, right.
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Yeah, that's the best way to do it.
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I think it's just to kind of not be and not go into debt to do it, but just try to take what you have saved and go that route.
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Because it's expensive.
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It costs to do a full, cute salon with like three rooms.
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It's probably 50 grand to make it cute to do it the right way order all the equipment and yeah, and market it and things and so are you?
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What type of a business structure are you?
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Are you an LLC?
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Are you a corporation?
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I'm neither, because in Cal, in the state of California, you can't be a corporation or an LLC in this, in the business that we're in.
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So I am sole proprietor, you're a sole proprietor, okay um, so let's talk about.
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You have the locations, what are you?
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And then we'll talk about your next location.
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What are you looking for in a sugaring professional when you hire them?
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Are you looking for someone who always already has a clientele and already knows how to sugar, or are you?
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Are you hiring to skills or you're hiring to like personalities?
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I've done it both ways.
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Um, I've completely started from the beginning, hired for someone that is a great fit for us and taking them from no skill at all all the way up to having really great skills.
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And that's really hard, it takes a lot.
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So most of the girls I have are personally trained by me from day one.
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What I've realized now is that it's better for them to take your course and get the basics done and get them practicing, and then they come to me and I can help them with the rest.
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But, yeah, it's, it's challenging, but I guess yes, I do want personality and someone that kind of meshes with the team.
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We don't have any drama here and I don't want any drama.
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And I love all the girls that work with us.
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You know, they're just great girls.
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So I love that you say that they work with you and not for you, because you know if you can create a, an environment of support and love, and you know, and hard work.
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You know, because let's talk about that, this isn't for the faint of heart, opening locations and sugar, and you know, and having staff is, you know, I mean, it's hard, first one there and the last one to leave.
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Oh, yeah, yeah.
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All the memes you see with the owners walking in the door and you think they're coming in and they grab a cup of coffee from their staff, but really it's carrying in huge packages and tripping down the sidewalk and yeah, it's a lot, but I love it.
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I'm constantly doing orders and fixing equipment.
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Oh yeah, I'm constantly doing orders and I know fixing equipment and neither.
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Yeah, oh yeah, glamorous, that's for sure, that's for sure, okay.
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So then you decide okay, there's a need somewhere else, magical.
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And how does that come about?
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so the next location my son moved to Hawaii and we visited there a lot and we were there one at one.
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Well, one time on our one of our trips and I told my husband we should open a shop here and let's just look around and see like what we can find, and he's like okay, and thinking that it wasn't gonna happen.
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And the first show you by now.
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I know I know, tell you, the first shop we went to.
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It was perfect.
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So there I just rented a room, like it was like a co-op, a beauty co-op, and so I didn't want to invest the 50 grand into somewhere where I don't really know much about it and I just opened a small one.
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So that's kind of how that one came about.
00:18:15.795 --> 00:18:24.097
I've had that one for almost two years on Oahu mm-hmm, yeah, in Kailua yeah.
00:18:25.240 --> 00:18:31.413
I think we need to do a field trip, Kasey, I think so I know right, let's.
00:18:31.413 --> 00:18:32.596
Let's do more of the islands.
00:18:32.596 --> 00:18:38.565
Um, okay, so you have these locations you like.
00:18:38.565 --> 00:18:42.049
What are you seeing in the last 10, 12 years?
00:18:42.049 --> 00:18:45.444
What are you seeing different now in the beauty industry?
00:18:50.796 --> 00:18:55.166
Well, I think that we've done facials before too.
00:18:55.166 --> 00:19:01.757
I would say 90% of our clients are sugar clients, but we've done fairly well at facials.
00:19:01.757 --> 00:19:16.227
But I think, sort of, with the economy the way it is, people are tending to drop more of those expensive treatments and, you know, the tickets larger, but we have more consistency with sugaring.
00:19:16.227 --> 00:19:22.317
So and I'm kind of seeing that fade, I'm seeing like eyelash extensions fade.
00:19:22.317 --> 00:19:26.728
Oh yeah, you know, just, people are tending to go more towards the natural.
00:19:26.807 --> 00:19:45.176
It's becoming more normal now than it used to be used to be, you're kind of weird if you like the natural stuff, but a granola, yeah exactly and now people are like I just don't want to be burned by wax and I really don't want to lay here for fake glasses Like they're like okay, so I'm going to go all natural and it's cheaper.
00:19:45.238 --> 00:19:45.940
People can afford it.
00:19:45.940 --> 00:19:50.656
It's more of a necessity, I think, to be sugared than it is to get those other things.
00:19:50.656 --> 00:19:52.940
So that's choosing Sure, sure.
00:19:53.299 --> 00:19:55.342
So let's talk about your supplies for a minute.
00:19:55.342 --> 00:20:00.167
And we don't need to talk about who you used before, because we love all the sugar companies.
00:20:00.167 --> 00:20:07.977
But I met you because, well, for a while back, we did some one-on-one coaching together, which was fun.
00:20:07.977 --> 00:20:16.480
But when we kind of resurfaced back together, you were killing it and doing your like what is this erotic paste?
00:20:16.480 --> 00:20:18.125
What is this happening here?
00:20:18.125 --> 00:20:25.175
Shannon, something is different, which I was.
00:20:25.175 --> 00:20:28.467
It was kind of a fun time for me to watch all of you start to, you know, find radeq labs and and just feel the difference.
00:20:28.467 --> 00:20:30.954
And again, we love all the sugar companies.
00:20:30.954 --> 00:20:31.856
We support them.
00:20:31.856 --> 00:20:34.905
You know, we just want people to be sugaring and putting down the wax stick.
00:20:34.905 --> 00:20:38.147
So I will, I will share that with all of you.
00:20:38.147 --> 00:20:42.106
But at what point did you say, wow, something's different here.
00:20:42.106 --> 00:20:46.845
I need to switch over, besides the fact that it matches your color perfectly?
00:20:46.965 --> 00:20:49.755
yeah, that was definitely a positive note.
00:20:49.755 --> 00:20:55.426
Um, I the I just knew he was different, like it was a different sugar.
00:20:55.426 --> 00:21:02.986
First of all, they didn't use lemon and I I love that and I just knew it was just a different product.
00:21:02.986 --> 00:21:18.358
With the probiotics of it, it was very appealing to me because I'm into probiotics, prebiotics, vitamins you know I'm into all that stuff and so I just knew it was gonna be a great product and so I was really excited to get some and I ordered it.
