The year 2024 marked a period of significant improvements within my business.
As the year concludes, I have been reflecting on its progress, and overall, it has been quite successful. Since relocating from my previous location, my focus has been on maintaining the satisfaction of my loyal clients and converting new clients into regular patrons to ensure sustained growth.
In November, I found it necessary to increase my prices for various reasons, prompting in-depth discussions with my therapist about financial matters and pricing strategies. These discussions proved invaluable, helping me to detach personal emotions from business pricing decisions.
I have learned from several mistakes throughout my career, the first being prioritizing passion over profit. Early on, I was heavily booked with waxing services, particularly eyebrow waxing, which resulted in insufficient profitability as an esthetician. There were days when my earnings were only $250.00, while my peers were making $1,200.00 daily. It is essential for an esthetician to retail 35-50% of their service sales in products and I was averaging between 15-20%.
This realization was disheartening, leading me to question my business strategy. I wondered about my direction and goals.
Moreover, what steps are necessary to re-establish myself as a credible licensed esthetician and certified skin expert? Although I possess the experience, credentials, and knowledge, I question whether my clientele will still be receptive to my expertise after this time.
Recognizing my passion for recommending products, I have been exploring the Dermalogica professional website to familiarize myself with new treatment protocols to enhance my skincare business. I am also acquiring advanced skin treatment equipment that I have long desired, and I am researching additional product lines to incorporate.
While permanent makeup has been a significant focus, it presents challenges due to varying skin types. Although I have achieved considerable success in cosmetic tattooing, it does not offer the same recurring investment as esthetics. I am contemplating making it a secondary priority in 2025 to support my business, but it will not be the primary focus. I deeply value my relationships with my skincare clients, who are incredibly loyal and consistent. While things are progressing well, there is still room for improvement in establishing myself as the expert.
With approximately 15 years remaining in my career involving physical work, it is crucial to seriously contemplate the type of business I wish to establish, as it holds significant implications for my future.
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