Welcome to the first part of my two-part blog series where I’ll be sharing my journey in the spa and esthetics industry, and how my experiences shape my work today as a digital marketing and business operations consultant for you, spa owners.
Why I Became an Esthetician
At 13, I struggled with severe cystic acne, which persisted into early adulthood and was compounded by eczema. Despite visits to dermatologists and countless treatments including antibiotics, Retin-A and Accutane, I couldn’t find a solution that worked consistently. My experience led me to esthetics, where I discovered the right treatments and proper skin care, and eventually good nutrition, and holistic wellness.
Learning to manage my own skin challenges inspired me to help others with theirs.
My Industry Experience
I have almost 30 years of experience in the esthetics and nail care industries, including owning and operating Covet Spa and then Devon Esthetique, Devon Beauty & Blow Dry Bar, and Devon eCommerce for almost 10 years. During that time, I built a client base of over 3,500 clients and even launched my own private label cosmetic line. My journey has allowed me to deeply understand both the science and the business of the industry.
Go to our Marketing Projects page to see brand examples for both Covet Spa and Devon Esthetique.
As a medical esthetician, I’ve worked hands-on with a variety of clients, always focusing on delivering customized service. I worked mainly with clients with a focus on severe acneic and sensitive skin conditions such as rosacea, eczema and lupus that needed help in addition to their dermatologic care.
Additionally, I’ve had experience in cosmetic retail as well as a national trainer for a large cosmetic company and presenting to groups of 400 people, and as a freelance makeup artist. I will admit, while my strength was helping severe skin conditions, my weakness was definitely makeup application.
It was my ability to connect with clients, build loyalty, and create long-term relationships that made me successful and is something I’ve carried into my current work helping spa owners build their businesses.
Industry Certifications
I’ve always been committed to continuing my education. Over the years, I’ve received certifications in various advanced esthetic techniques, including
Lamprobe, Skin Irregularity Removal, Certification
Rhonda Allison Boot Camp, Master Training Certification with Rhonda Allison
Rhonda Allison Product Knowledge and Chemical Peel Certification
Epicuren Discovery Product Knowledge and Protocol Certification
Microdermabrasion Crystal and Diamond Tip Certification
Aesthetics & Spa World Conference – Film & TV Makeup Techniques Workshop with Barry Berger (renowned film and television make-up artist)
Murad Post Graduate Continuing Aesthetics Education for Alpha Hydroxy Acid/Murad Skin Care
Esthe-tec, Esthetic Technologies Institute led by Kay Acuazzo- A Legend in Aesthetics – Master's Certification
Esthetics Level I – Advanced Facial Therapy
Esthetics Level II – Treatments for Acneic Skin Disorders, and Holistic Treatment Methods
Esthetics Level III – Paramedical Facial Therapy
Barbizon School of Modeling – Make-up Artistry Program
Venus Beauty Academy – Esthetics Program
Ambler Beauty Academy – Nail Technician Program
Day Spa Owner to Digital Consultant
I left the hands-on world of skin care due to carpal tunnel issues. I went to work at a payroll company and worked closely with the CEO to co-author a book that is still sold on Amazon today called: The Little Black Book of the Beauty Biz, Volume 1: The secrets of business critical to a salon’s success. Any time we went to a trade show, we always sold out. Most business owners in this industry don't know the business side. That's where we came in.
After relocating to Lexington, South Carolina, I realized I wanted to leverage my decades of hands-on experience to help other spa owners grow their businesses. I know firsthand the challenges of running a spa—everything from building a loyal clientele to upselling services and retailing products successfully.
With my proven track record of creating sustainable businesses, I now focus on helping other med spa and beauty business owners streamline their operations and elevate their digital marketing efforts. I still keep my license active: Texas License #1704207.
As the founder and CEO of Digital Med Spa, I bring not only years of experience in esthetics but a unique understanding of how to blend beauty, business, and digital strategy.
Let's Get Personal
I'm a mom to two beautiful and bright daughters who keep me very busy with school and extracurricular activities like the honor society and golf!
I've been cooking since I was 13 years old and regularly teach my girls how to cook new things.
We love animals and currently have three rescues, two dogs and a cat - and they are all black! I'd have more fur babies if I could.
We are Christians and believe in treating everyone with kindness, love, and respect. Every person matters.
Next week, I’ll share more about my transition into consulting and why I believe I’m the right partner for your spa’s growth. Stay tuned!
If you're ready to grow your business, I'd love to help you get started. Let’s chat!
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