Interested in starting your own entrepreneurial journey in beauty and cosmetics but unsure what to expect? Then read up on our interview with Candace Suero, Owner of Tenderoni Lashes, located in San Diego, CA, USA.
What's your business, and who are your customers?
Tenderoni Lashes is a collective of licensed, dual-certified lash artists who specialize in creating one-of-a-kind lashes tailored to fit each wearer's eye shape and style. With Borboleta® eyelash extensions that are deep black, matte, and made of the softest lightweight fibers, it's no wonder our award-winning lashes are everyone's go-to for stunning results every time.
Tell us about yourself
My journey began in 2012 while I was a student at Marinello Beauty School. Eyelash extensions had just burst on the scene and were the newest, hottest trend. An avid lash extension wearer myself at the time, I predicted this trend was here to stay due to how convenient they made my life. Eyelash extensions can shave a good 10-15 minutes off of getting ready. Not only are they gorgeous, but they also make life so much easier. I made it my mission to learn how to masterly apply them safely, and with enough hours of training, obtaining my esthetician license, and hands-on experience, I opened my own practice in 2013. I've seen how my craft transforms people's self-confidence, and it brings a sense of joy to my heart when I see them smile at themselves in a mirror. Doing something that brings happiness to people brings purpose to my life and motivates me every day.
What's your biggest accomplishment as a business owner?
My biggest accomplishment is simply staying in business. They say most small businesses fail within five years. Tenderoni Lashes is going on 10. I'm grateful to have never given up despite challenges that arose throughout the journey and to have helped provide job opportunities to artists who have worked on our team.
What's one of the hardest things that come with being a business owner?
I can't speak for everyone, but my biggest challenge as a small business owner is finding balance. I tend to burn out easily, especially when it comes to working. It takes some serious, conscious effort for me to squeeze things that bring me joy into my work week sometimes. I'm learning, however, to be more gentle with myself. And to treat me less like less of a machine and more of an actual human. :-)
What are the top tips you'd give to anyone looking to start, run and grow a business today?
My top 3 tips to anyone looking to start a business is to first choose something that is not only practical to you (something you wouldn't mind tending to almost every day of your life) but that you enjoy doing. Don't open a car wash because you think, hey, why not. Start something that feels right to you.
My second piece of advice would be to commit to your business as if it were a spouse. Do NOT forget about it! I've seen many people's small businesses crumble because they get bored with them or get too overwhelmed with their personal life that they forget all about their work commitment. I often tell new business owner friends of mine that this is a marathon, not a race. Care for your business if you want it to thrive: stay promoting it, occasionally post on social media about your new venture and continue to ask customers to write online reviews.
Lastly, I recommend hiring someone (if you are not tech-savvy) to help you with online marketing and web design. Having a strong online presence is very important if you want to generate new customers.
Where can people find you and your business?
Website: https://www.tenderonilashes.com/
Instagram: https://www.instagram.com/tenderonilashes/
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.
Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.
