Today we’d like to introduce you to Shelley Swendsen.
Hi Shelley, we’d love for you to start by introducing yourself
Being 9th out of 10 kids in my family, and paving a new path outside of my conditioning wasn’t easy. Most of those around me all took the traditional route of getting a college degree and working a job, I knew that just wasn’t for me. I chose to go the route of beauty school because I wanted more freedom, to help others, and to make a greater impact than just paying bills.
Little did I know, it would take me on a wild journey of starting my own eyelash business, becoming a beauty educator, a life coach, and creating certifications and online courses. I started out taking clients out of an unfinished basement back in 2012, I was so eager to grow and do whatever it took despite the challenges.
Eventually, I took a leap to expand into a professional studio space with a co-partner. Through that experience, I learned a lot about needing to be clear on my own personal values and boundaries in business which I did not have going into it at first. As I grew my business and surrounded myself with other entrepreneurial people my confidence increased, and soon I outgrew that partnership, moved into my own space in Draper, Utah, and started doing local lash training.
Through that turning point in my business- while painful to end that business partnership- I used it as a catalyst. Growing pains can be our greatest teachers. It inspired me to make it a point to use Self Image Beauty as a safe space of empowerment for everyone I came into contact with, online, in person, my students, clients, and potential customers.
The name Self Image Beauty comes from the understanding that our own Self Image (our self-concept, beyond the physical) has a direct correlation with how we show up in the world, in our relationships, in our business, how we think and feel about ourselves, and how we interpret our life experiences. The entrepreneurial path taught me to trust in the process. I believe the Universe works in mysterious ways, leaving what no longer serves you can open new doors. In between the transition into my own space I then met my -now fiancé- and business partner.
Together we launched Self Image Beauty Academy online learning platform. Everything to create these online courses was self-taught, from using professional recording equipment, writing curriculum, editing videos, creating graphics, finding product suppliers, and using new programs and platforms to make it happen. This was not an easy task, it helped me grow my skillsets beyond being behind the chair as a lash artist and beautician. In the first year of launching the Online Lash Education Platform, we were able to reach over 300 students worldwide, including the US, Canada, Mexico, and the UK.
Once we launched the online school back in 2017, I was invited to partner with a National Esthetic School and bring in my eyelash training here in Utah and in Las Vegas. We still continue in partnership to this day. Throughout these milestones, I maintained working with 30-45 beauty clients monthly personally and hired my first employees. Then, opened my second Lash Studio in Millcreek, Utah. Also while working deeply on my own self/spiritual/personal healing journey.
As I uncovered the limiting beliefs in my life I could see how I was the only thing holding me back from the next level of growth. I took additional courses that were not beauty-related to expanding in life coaching, self-healing, spiritual development, and so on. I shared these things I was learning with my clients during their appointments I would receive feedback over time, how I was helping them in their life beyond just giving them a beauty service.
It has become my duty and purpose to raise the standards in this industry for both beauty professionals and educators through our client and student interactions. I know that the time spent with our students and clients can truly be life-transforming if we are intentional and open to doing our own self-image healing work, and spread that understanding with all that we do.
Self Image Beauty will continue to be a vehicle that I aspire to bring more change, empowerment, and healing into this world, I’m so grateful for the lessons and growth it has given me so far.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It has most definitely not been smooth sailing, I don’t think any entrepreneurial path really is. Beyond parting ways with business partners like I previously mentioned, a few other challenges were hiring employees, eventually closing our draper location, the learning curve of creating an online business and school, and overcoming self-limiting beliefs around scaling a business.
Alright, so let’s switch gears a bit and talk business. What should we know?
Self Image Beauty is a beauty service and beauty education-based business. We specialize in Eyelash Extension and Self Image/Personal Development. Over the years Self Image Beauty has taken on a life of its own weaving beauty services and empowerment through both client/beauty pro relationships and courses with students.
I am most proud of the ripple of impact Self Image Beauty has made with long-term client relationships, and with our students. Many of our students both online and in-person classes move on to start their own beauty businesses rooted in making an impact in the industry.
I would love to have the readers be inspired to follow their own unique path, to take their self-discovery and development journey seriously as it can lead to long-term growth, fulfillment, and opportunities. To not wait for permission to choose to live a life of joy and expansion.
We currently are offering partial online lash scholarships for those who qualify. To explore coaching offers, other online self pace courses and for in-person training & events see website www.selfimagebeauty.com or our Instagram @selfimagebeauty.
Do you have any advice for those just starting out?
Don’t wait to move forward with your desires. Self-trust as an entrepreneur in my experience can only come from moving through the obstacles. The more you move, decide and execute the more confidence you will become. There is no such thing as failing, you always have an opportunity to learn with any setback or difficulty you encounter.
There is always a way, even if you have to get creative, to achieve your goals. Most everyone struggles with Imposter Syndrome at first, recognize it and choose to give yourself permission to do what you envision anyways!
You can do anything you want if you truly believe in yourself, doesn’t matter where you come from, your story, your traumas. You can heal, you can grow, you can succeed!
Contact Info:
- Email: selfimagebeautyco@gmail.com
- Website: www.selfimagebeauty.com
- Instagram: @selfimagebeauty & @shelleymaes
- Facebook: https://www.facebook.com/selfimagebeauty
