Today we’d like to introduce you to Noelle Dileonardo.
Noelle, can you briefly walk us through your story – how you started and how you got to where you are today.
Since a young age I was infatuated with beauty and learning about new techniques, trade secrets and ingredients. I would host “makeover parties” in junior high and make homemade masks for my pre-teen guests. It was actually pretty funny- They’d sit there munching on Twizzlers and reading Tiger Beat whilst I applied my egg white, lemon and oatmeal concoction to their faces. I was also voted Most Likely to Own Her Cosmetic Line in the 8th grade yearbook. In college, I waxed my sorority sisters’ eyebrows for $5 a pop and used the money to buy beer and my favorite Lancôme Blush (which I still use today). After graduating college with a Journalism/English degree at the peak of the housing market crash, I was writing for an online periodical on the topic of skincare for a measly $35 an article. I decided to take control and pursue my Esthetician License instead of living off of unemployment and sulking about not finding my “dream job” as a music journalist. After dabbling in a few different sectors of Esthetics, I ended up finding my niche within the clinical skincare world, I decided to open my own shop and focus on actual results instead of cosmetic counter sales tactics.
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
If you mean “smooth” in terms of skin, then yes! haha in all seriousness, it has been a bumpy road. I am naturally very social and enjoy educating others, so taking appointments and building relationships with clients is the fun part. But I am also a perfectionist and suffer from an anxiety disorder, so my stress comes from the logistics and details like creating a menu and treatment protocols from scratch, pricing accordingly, ordering products, covering bases in terms of liability, making sure I am not anxiously answering emails at one in the morning, making sure social media is up to date, maintaining the books and accounting tasks, etc. But I think the biggest struggle was leaving a salaried environment and going in totally blind, hoping my clients follow me. They did. When you build a relationship with someone instead of trying to sell them something, the loyalty comes along with it.
Alright – so let’s talk business. Tell us about Fix Your Face – what should we know?
Fix Your Face is known as the Anti-Spa. Not to ridicule or belittle spas, as there is a time and place for everything; but my shop isn’t focused on sounds of the ocean, oils and relaxation. You walk in and the Stones are playing, there are vintage photos of archaic skin treatments and the entire room is dark purple and leopard print. It’s a very open atmosphere and many of my clients know each other just from frequently having their appointments around the same time. If you need to use the bathroom, you can sign the wall while you’re in there and read different quotes, thank-you’s and terms of endearment that clients have written over the past few years. As for actual services, booked treatments aren’t discussed until the day of your appointment, as your skin’s needs may change from month to month or even day to day. So, if someone wants to book a chemical peel, I say “Nope, we’ll see what you need when you come in”. And since the treatments are all the same price regardless of add-ons or product line used, there’s no worry that I’m up-selling or adding anything that’s not necessary. But I think what my clients mainly comment on is the education they receive. Whether they’ve been coming to me for 5 years or it’s their first time, I am always trying to teach them something about their skin or health (in relation to skin). Even if only coming in for waxing, I send clients home with a list of products I think they’d like and most of the products can be purchased at the drug store! Fix Your Face’s motto is “No Bullshit Beauty” and I take a back-to-basics approach with my biggest pet peeve being when non-professional persons or companies try to pass themselves off as experts while the consumer is really trying to fix something about themselves and feeding into all the gimmicks, $125 face washes, microblading etc. I don’t like it one bit. Again, there’s a time and place for everything and if you want results, you seek out a professional’s advice and spend your money wisely. And please, get off YouTube and WebMD!
Is there a characteristic or quality that you feel is essential to success?
Sincerity and sticking to my guns. Not jumping on the Trend Train if I don’t believe in it. You have to hold yourself to a standard and practice what you preach or no one will take you seriously.
- Brow Shaping is $30
- Website: www.fixyourface.skincaretherapy.net
- Email: BrowRehab3@gmail.com
- Facebook: www.facebook.com/keepcalmandfixyourface/
- Twitter: what_the_dileo
- Yelp: Fix Your Face
- Other: Fix Your Face Skin Care Studio and Brow Rehab