Today we’d like to introduce you to Shelby Finai.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
My story has felt like a blink of an eye and 20 lifetimes rolled into a single moment. I was born and raised in Saint George, Utah and my grandparents raised me, who are incredible people. My father tragically passed away when I was 6 and my mother and I didn’t have a positive, solid relationship until the last handful of years, hence my grandparents and aunts stepped in to be the village that made me who I am.
Fast forward many years and ups and downs…My journey into the beauty and wax industry started when I went to school for Esthetics in Salt Lake City. I’ve always loved beauty and aesthetics, even as a child, so going into this field felt natural. After I graduated, I got a job with a salon in SLC called His and Hers Waxing. The owner, and now a dear friend of mine, Madi, taught me just about everything I know when it comes to my career. I worked for His and Hers for a little under 5 years before I moved to Saint George. When I officially moved here in January of 2021, I was a newly single mother to my son, living with my grandparents again, completely broke, going through a rough divorce, and had no clue of the direction I was going to take myself in. I got a part time job at a local day spa to start supporting myself financially more and slowly started making connections. By May of 2021, I had chosen to take the leap of opening a small studio space and start Brow Down Waxing. It started very slow, of course. I had a huge, consistent clientele in Salt Lake City…so coming here and starting completely from scratch was humbling, to say the least. Building a clientele in a city where no one knows who you are is daunting and exhausting, but one by one my clientele slowly grew.
In August of 2021, I found out I was pregnant. I was overwhelmed and terrified of how I was supposed to support myself and now two small children on my own. After the initial panic left, I buckled down and focused hard on growing my salon. I moved into a little bit bigger space, took my social media presence more seriously, and worked my a** off. As the end of my pregnancy grew near, I decided to hire some estheticians to help handle my clientele while I gave myself a maternity leave. A paid one at that. The hiring process was tedious but I found some amazing girls who have totally taken on the culture I want to create here in the esthetics industry. Not to mention are incredible waxers and humans as well. Taking that step to hire was scary, but worth it and it has completely expanded the vision I have for this company in the future. We strive to create an inclusive, comfortable, fun, and welcoming environment for every human that walks through our doors. We want to give everyone a safe space to be themselves and create amazing relationships with each person that gets on our table. It’s so much more than waxing and I’m so grateful for every person who consistently supports me and my little family.
Alright, 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?
Entrepreneurship is never a smooth road! There have been many ups and downs. I’ve never owned a business before, so learning all about the legal side of things, and making things legit across the board has been a huge challenge and learning curve. I’m lucky I know people that know what they are doing, haha. Building a clientele in a city where you know no one, no one knows you, and your industry is small, is another big challenge, this one is continually exciting to watch grow and makes me grateful and excited for the future.
Hiring is another one. I never anticipated the mental and emotional load that hiring (and firing) was going to take on me! I’ve learned so much about myself and the kind of boss I want to be and the business I want to run.
Thanks – so what else should our readers know about Brow Down Full Body Waxing?
Brow Down is a full body waxing studio that specializes in Brazilian waxes for women and men. We are also known for our brow shaping service as well.
We are definitely set apart by our technique. I don’t want to disclose all the tricks of our trade, but I have a very specific technique and added comfort measures to make it hands down the most comfortable Brazilian wax you’ll ever get. Another thing that sets us apart is the simple fact that we wax men. It’s definitely something that should be normalized and not shamed, if men don’t like having body hair and decide to try waxing. Regardless of man or woman, you’ll get a professional, clean, and fast wax. Period.
Something I am most proud of is the culture and inclusive nature of the studio. In the words of the Backstreet Boys…we don’t care who you are, where you’re from, what you do, as long as you come to get waxed, we are gonna love you! It is our mission to make sure our little studio is a safe space for every person that wants to get waxed and feel more confident (and smooth). We will be your #1 Hype girls, always.
While Brow Down specializes in Brazilian and brow waxing, we offer FULL body waxing services from head to toe, as well as brow tinting! We will always hold ourselves to the highest standard possible, so you know you’re getting the best wax in Southern Utah.
How do you think about happiness?
My children, my family, my friends…isn’t that what it’s all about? I started this company for my children and they are by far the most special little humans to me. Outside of my relationships, my happy place is after my kids are asleep, I have a clean, quiet home with freshly lit candles, a glass of chilled wine, some snacks, and some Netflix show on the TV. I crave simplicity, stability and peace. Those are all the people and things that give that to me.
Pricing:
- Brazilian $55
- Manzilian $85
- Brow Wax $20 (add tinting for $20)
- Full Leg Wax $65
- Underarm $20
Contact Info:
- Website: Browdownwaxingstg.com
- Instagram: @browdown___
Image Credits
Haley Parlogean
