Chapter 1: What inspired Jennifer Wahl to start her lash business?
What lessons you've learned as a female founder?
A lot of people think I'm like this rich person. I'm like, no, I have worked my ass off to get where I'm at. Like I take less money than some of my girls do home sometimes, you know, and we've all been there where at the beginning, sometimes you're not. And I think with the women, entrepreneurship is just hard because of the haters.
Jennifer Wall is a pioneering, innovative and mentorship driven lash artist and entrepreneur and the founder known for her custom lash pads and apprenticeship program in Washington State.
I put an ad out on a Facebook group and I just got eaten alive.
Yeah, people loved it.
just eating alive saying that she's a dumb bitch and just everything else. And I'm like, I don't even like, what? Like, I'm actually like the coolest boss. Like I've never told anybody they can't take time off. I've like literally hardly ever fired anybody. Like I'm, I've taken like all my girls to Vegas. Like I'm a pretty cool boss. I always try to be the boss that I never had.
I think that was the hardest thing is just, females just, they can eat you alive online.
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Chapter 2: How did Jennifer overcome initial challenges in her entrepreneurial journey?
A lot of people are in there like, Hey, I'm doing the thing myself. Right. And then you eventually go, oh, my calendar's full. I'm too busy. I can't earn more than doing this. Right. There's only so many hours in a day. So you obviously got into that and then had that and then started bringing someone on and getting a studio, then a bigger studio.
Talk us through that process and what you learned.
Well, I put myself through school because I realized I had to have a license. So I was doing lashes at my house, just like friends and family and friends of friends, you know, things like that, keeping it legal. And then I was in esthetician school and it kind of blew up. And then I knew I needed a studio, like a place to do it at. And I remember my dad saying like, this is just a trend.
Like, don't quit your day job. Like, what are you doing? And then he came and visited and he was like, you look like a straight up drug dealer. He's like, you have girls in and out of your house like every 30 minutes. It's crazy. You know, so I told him, I go, I really want to open up the first lash studio. And at that point when he came to visit, he was like, yeah, I think you should.
He goes, you should. And so I thought I needed a business partner because I wasn't legally licensed at the time when I was getting ready to open. You know, I was still, I was almost licensed at that point, which then I shortly got my license and realized I didn't need a business partner to own a salon, which... You know, I was new. I was young. I was in my 20s.
I didn't know.
I was like, well, I thought that's what you had to be. But no. And then opened that. And then I hired a girl that was just kind of renting a bed from us. So me and her ended up becoming really good friends and close because we were working side by side together. And then me and her actually left together and opened up a bigger place at the time. And that's when we started training girls. Yeah.
I had a separate little location that we drive to like in Bellevue and we would train the girls like every week. And then our training classes started getting booked up and more and more girls. And then we started selling products to them. And I had the product line before I had met her, but it was just convenient. So we kind of just branched together and just kind of did all that. So.
And what lessons kind of go in between all of that? You know, things you'd teach yourself or someone else that's going from trading their time to building out a team and a studio?
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Chapter 3: What strategies did Jennifer use to build her client base?
Like, I'm actually like the coolest boss. Like I've never told anybody they can't take time off. I've like literally hardly ever fired anybody. Like I'm, I've taken like all my girls to Vegas. Like I'm a pretty cool boss. I always tried to be the boss that I never had.
Okay.
You know, so it's, it's, I think that was the hardest thing. It's just the females just, they can eat you alive online. I think.
Other females you're saying? Yes. Not the guys. It's just mostly females.
Like being a female business owner, I feel like it's just really hard because everybody assumes you're rich and everybody assumes you're a bitch.
well a lot of it just like anything bullying as a kid and haters online it's often jealousy it comes from right they're probably doing something they don't like or you know and sadly they translate that and transfer that on to you I have to tell myself that or else you know you drive yourself crazy any business owner male or female you know I still I have crazy red hair and red offices and
you know, wear red coats and people say I look like a drug dealer or a pimp or whatever.
I've been called a drug dealer.
Yeah, yeah, yeah. You laugh it off. Over time, you learn to laugh it off.
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Chapter 4: How did Jennifer's product line come to fruition?
So I'm always like,
you know you're more sensitive to it maybe yeah i think so but before i was just especially growing up i never gave a shit what anybody thought about me and i'm like why do i care now you know but i think people are just i think the social media people are just so mean on there and they're so judgmental that it can really it's like i always said i'd never want to be famous because i just i could you have to have a certain you know i i'm not famous but i'm well known
in my industry and you definitely have to i work with a lot of very famous a-listers sure you have to have a certain you have to to do that yeah because my daughter even said that she goes mom you're like famous in bonnie lake i'm like i don't want to be like i like walk through the grocery store with my head down i'm like i don't want to see anybody because i feel like everybody's yeah they you know i live on miami beach and i'll be out walking or running and someone will stop me you know it's just funny because you're always on almost right yeah get to that
point so so last question people want to learn more about you learn from you watch what you do follow you where do they find you where do they find me um
Well, for my salon, obviously they find me online. I feel like I'm pretty well known in the area.
Website, social media?
Lash Divas Day Spa in Bonnie Lake to do if you want to come in and get lashes. And then if you're an actual licensed esthetician or cosmetologist, then exoticeyelashes.com is where you buy the product.
Great. And one last tip for, you know, whether it's a female founder or a founder in general, to start in or launch in or grow in their business, what would you say?
Just take your time, build that clientele, build the relationships with the clients. I feel like that's the biggest thing in this type of industry is having word of mouth and having people like your product.
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