Would you like to find out how you can build an EPIC lash brand?
If so, you’ve come to the right place! I recently sat down for a chat with the lovely Jenelle Paris of Lash Affair by J. Paris. We talked about everything from how she started her business to the three things she believes has helped her find success in the lash industry (and how you can do the same!).
Jenelle is a true lash boss and inspiring innovator. She began her career as an esthetician and lash artist in 2007. By the time 2013 rolled around, she was more than ready to venture out and launch her own business. And that’s precisely what she did! She founded Lash Affair, which is a massively successful lash product line and training academy that cultivates collaboration and continuing mentorship through a strong network of like-minded lash artists.
In my interview with Jenelle, I ask her lots of questions that I know a lot of you (including myself) were dying to know the answer to. I hope that you’ll find Jenelle’s advice useful and it helps you to better understand what it takes to build an epic lash brand.
{If you want to listen to the podcast episode on this topic, click on the player at the top of the post. Alternatively you can watch the video below, or read on…}
Q1. How did you come up with the idea of Lash Affair?
Lash Affair is all about helping its customers create a tactical, hands-on practice. This is something that I noticed when I first interacted with the Lash Affair brand very early in my career.
I was at a conference and noticed the Lash Affair table at a trade show. I walked right up to it because it grabbed my attention and I couldn’t resist having a closer inspection! Each product was displayed perfectly and featured lashes in different diameters and curls so that I could compare each one.
The fact that I could touch and feel the products made the experience unique and more tangible, which is something that Jenelle decided was important because it allowed customers to interact with the products.
“They can feel the softness of the lashes and know that they’re getting a high-quality product. It enhances the experience because it involves a lot of our senses.”
Jenelle talked about how lash artists can utilize this “hands-on” approach in the consultation process with clients. This helps to educate the client and sets realistic expectations because the client knows exactly what they’re getting because they’ve had that experience touching and feeling the lashes.
Q2. Why did you choose to pursue a product line?
In the beginning, Jenelle was all about lashes. She did lashes all day for her clients, which was something that she enjoyed doing. However, it grew quite taxing on her body, and the demanding role meant that she was spending more and more time away from her friends and family.
Her husband was based in Connecticut, which meant that Jenelle faced an hour and a half commute to and from work. It wasn’t until she started listening to The Tim Ferriss Show and read his book, The 4-Hour Workweek, that she started thinking about launching her own business. (If you’ve never heard of it, I highly recommend it!)
The book taught her how to not only scale her business, but to automate her life so that she could make money while doing other things like spending time with family or traveling, etc.
“That book got me out of the chair so that I could have more flexibility. It guided me and showed me how to sell a service or product online. I realized that lashes fit perfectly into that space.”
“I started Lash Affair to free up my time. But, I was also thinking about the long-term side of things and my health. I was having issues with my hands and my neck. I was in a car accident and I just really burnt out fast. The Lash Affair was the perfect solution. To have better lashes is to have better longevity, and that’s what I did.”
Q3. What’s been the biggest uphill battle with yourself in running your business?
Running a lash business isn’t easy. If it were, everyone would be doing it to make a quick buck. However, that’s not the case, and nobody knows this better than Jenelle. When I asked what her biggest uphill battle was in running her business, she gave me a great answer that I think a lot of you will relate to.
“For me, it’s passing the baton. Relinquishing control is tough…and the hardest thing for me has been learning to delegate duties.”
When you’re so used to hustling and doing everything yourself, it’s difficult to give up control. As entrepreneurs, we like to control our business. But, when you hire someone, it can be easy to think that they’ll never be as good as you. In reality, you just haven’t given them the opportunity to do it as good as you, which is something that you need to overcome as a business owner, employer, and leader.
Think about it this way. When a flower doesn’t bloom, we don’t blame the flower. We blame the environment. In the same way, if a team member doesn’t thrive, it’s not their fault, it’s more likely to be because they’re in an environment that’s not letting them bloom. It’s up to you to foster the talent you bring on and give them a chance to flourish.
Q4. How did your husband, Paul, come to join the team?
Jenelle’s husband, Paul, is a key member of her team. However, it wasn’t always that way. For two years, it was just Jenelle and one other person. As the business grew, she started to struggle. Jenelle confessed to not being a “spreadsheet type of person.” In other words, her organization skills weren’t the best, at least not in the early stages of her business.
“He stepped in to help me run the business. He had a lot of experience running large businesses with inventory, so he was able to help and fund the company so that we didn’t need to find an outside investor.”
Jenelle expressed how grateful she is for every member of her team. She talked about the importance of finding the right people that share the same vision for the growth and future of the business.
“I’ve learned a lot from the people around me.”
Q5. What three things do you think have been essential to your success in the lash industry?
Whenever I have a guest, I always ask this question because I think it says a lot about a person and their business. Jenelle’s answer was one that I can relate a lot too. She attributes her success to three things:
- Having patience
- Allowing herself to fail
- Her team
When speaking about finding patience, Jenelle talked about the importance of learning how to be patient. Not just with yourself, but with others too. She said that lash artists, in particular, need to be patient with the growth of their business, their clients and when it comes to handling any problems that come their way.
Her second “key to success” is allowing herself to fail:
“Allowing myself the ability to fail and make mistakes meant that I was able to grow. It may be a cliché, but if you’re not failing, you’re not growing.”
Jenelle also attributes her success to her team;
“My business model wouldn’t work without my team. At a certain point, you have to let go and delegate to key players in your team that share the same vision you have for the business.”
Q6. What does the future look like for Lash Affair?
Jenelle talked about her aspirations for the future of her business, which will be focusing a lot on workshops. The workshops will include everything from Classic Lash Certification Courses to skill-building classes and much more.
If you want to find out more about Jenelle and Lash Affair, check out her website, where you can browse the shop for lash accessories and equipment, join the Lash Affair Academy and stay on top of the latest events!
You can also follow Lash Affair on Facebook or Instagram @lashaffairbyjp or follow Jenelle herself @jenelleparis.
Want to find out more about marketing your lash business and building a clientele? I teach in-depth marketing strategies within my group coaching program, The Lashpreneur Society. Registration opens up for new members a few times a year, so you’ll want to sign up for our waitlist at thelashpreneur.com/society to be the first in line to know when doors open again!
Have a Good One!
Tara Walsh
The Lashpreneur
