Giella Custom Blend Cosmetics

Interested in starting your own entrepreneurial journey in beauty and cosmetics but unsure what to expect? Then read up on our interview with Giella Poblocki, Founder of Giella Custom Blend Cosmetics, located in Forest Hills, NY, USA.

What's your business, and who are your customers?

The GIELLA business is a custom blend of cosmetics. We custom blend foundation, powder, blush, eyeliner, eyeshadow, brow pomades, lipstick, lip gloss, pencils, nail polish, and skin care for our clients on the spot! Our clients want many benefits in one and would rather spend a little more to get the exact shade of cosmetics rather than waste money on color choices that are not perfect! Our ingredients are healthy and PETA certified (no animal testing) and deliver the performance to make clients' lives easier.

Tell us about yourself

I have a bachelor's and MBA degree in Marketing. I have always loved color and fashion since I was a teenager. After working at Family Circle magazine as an intern, I was asked to work for a custom blend company in 1989. It was thrilling to think that you could make lipstick on the spot! I worked with Luminique for 12 years in Henri Bendel NYC and in Vidal Sassoon Salons as National Sales Manager. The owners of the company resigned early on, so no one really grew the custom blend offerings. It was up to me. So I went to the packaging and supplier shows, and I worked with a chemist on my days off and really learned the back end of the business. Vidal Sassoon Salon was sold in 2001, and they did not want makeup on the books, so they offered me the chance to acquire the company. And I did. I started the GIELLA custom blend cosmetics brand in 2001. Being able to offer custom blend options, the EXACT shade and product you are looking for is SO empowering for money and saves you so much time and money. It is very satisfying to offer this to makeup lovers.

What's your biggest accomplishment as a business owner?

Our biggest accomplishment was getting into Henri Bendel NYC. Our launch in the store was displayed in their front windows on 5th AVenue. We were featured in New York Times and in over 350 magazines in 8 years, as well as seen on the Kathie Lee and Hoda Show and various TV segments. BuzzFeed did an incredible video on our line, and this was seen by millions!

What's one of the hardest things that comes with being a business owner?

One of the hardest things is having the right team to help you move forward as well as limited capital if you are not part of a big conglomerate. It takes a lot of capital to spend on marketing and advertising to get your name out there.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

You need a unique selling point (USP) that makes you stand out from everyone else. Why would someone buy your product/service over anyone else? This is something I am 100% confident of, and that is how I compete.
Hard Work. Prepare yourself for many six-day work weeks, and you need to lead by example to your team. Keep yourself available and ready to jump in whenever necessary.
Mindset. Every day is not the best day but keep believing and keep seeing your brand and product/service as one that is in demand and special. Keep telling yourself that you will be a SUPERSTAR in your business arena. See it and believe it! No matter what.

Where can people find you and your business?

Website: https://giella.com/
Facebook: https://www.facebook.com/giellacosmetics
Instagram: https://www.instagram.com/giellacustomblendcosmetics/
Twitter: https://twitter.com/Giellacosmetics
LinkedIn: https://bit.ly/3HjwlxB

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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