Breathe. Let Go. Relax.
At Austin Kade in Idaho Falls, one of the many assignments for esthetics school was to create a business plan. I believe that the students got out of it what they put into it. Some students made colorful full sized posters and multiple page spreadsheets. Others spent 20 minutes, hastily writing on a lined sheet of paper with a pen, tearing it from the spiral bound notebook right before their presentation. I put together a power point presentation with #allthethings. I spent a lot of time thinking about this. But not only this, I spent time dreaming from my heart. Because just going to esthetics school was a dream come true for me (more than 5 years after I wanted to do this career path.) The power point included a floor plan, equipment that I would have, products that would be used, a service menu that included pricing ... and even a name.
When I started to come up with a name for my business, I wanted it to be fun, bright, and relaxing. I immediately thought about my VERY favorite pair of bright green flip flops that I purchased from Fred Meyers in 2004 to match a swim suit. If you have known me, you've known that I LOVE this pair of flip flops (until they finally fell apart in 2018 in the middle of Wal-Mart - haha!) They were something that I've worn all the time, except for Idaho winters. They were comfy, they were a perfect fit, they went with everything (although some would have argued with me!) In my mind, these green flip flops were ESSENTIAL.
Thus, for a lack of more inspiration, I settled on the business name of Essential Esthetics by Zoey. I feel like the services and benefits that are offered ARE essential. Esthetics of course is all about skincare, waxing, and lashes. I later added on a tag line that I fell in love with as well that was a reminder for me and for my clients. The tag line was Breathe. Let Go. Relax.
Our lives are busy and we are constantly on the go. If you are a woman, you probably not only have a profession and career, you probably also have kids that have their own activities. So you are a taxi driver. But then also a cook, maid, friend, partner, etc, etc etc. So many hats to wear. My tag line was to inspire those that come in to have a brazilian wax or rejuvenating facial (or any other service in between) to not only believe in self care, but also to practice it. Self care is all about taking care of yourself so that you can then take care of others and show up in life more present and in a better way.
So here is my hope for each and every client! When you walk through the door to the treatment room to Essential Esthetics by Zoey, it's a chance to close out the outside world and set down your every present calendar. Take off your shoes and lie on the treatment table to prepare for your service. And then, in order, you will do this. Pause your talking for a moment. BREATHE in and out. Deep breaths that fill your lungs and soul. As you settle in and let your muscles melt into the pillow top, you will LET GO of the negative thoughts, the to do list you are carrying in your head, and the weight and burdens that you may be carrying in your heart. And finally, as you breathe and let go, you finally are able to really RELAX. One definition of relax is: rest and engage in an enjoyable activity so as to become less tired or anxious.
Here is just one review from a satisfied client Nikki on Google Reviews. She says: " Zoey is a master of relaxation. I am a busy retailer and mom of three & never have time to relax. Maybe twice a year, I get massages but the facial I experienced from her was hands down the most relaxing and rejuvenating thing I can remember doing. Amazing. I would highly recommend scheduling an appointment today. She will not stay Pocatello/Chubbuck's best kept secret for long."
Come and stay awhile. Let's help you practice self care. Let's help you achieve your skin care goals. And then don't forget to Breathe. Let Go. Relax. See you next time! Muah!
Zoey Jolley, LE