In today’s world, innovation and endless possibilities abound, and many individuals seek to pursue entrepreneurship as a means of achieving creative autonomy, financial freedom, and personal fulfillment. To embrace the entrepreneurial spirit, one must possess a distinct combination of passion, perseverance, and adaptability to overcome obstacles that inevitably arise.
Within this dynamic environment, the rise of self-made female entrepreneurs has emerged as an inspiring narrative, challenging traditional norms and reshaping industries.
One woman who has kick-started an industry-changing trend, specifically in the beauty business, is Alyssa Cappello, the CEO of the membership-based She’s Yar Lash & Beauty Bar.
Cappello developed a passion for beauty products and treatments at a young age. However, when she entered the beauty industry in 2014, she faced numerous challenges that proved difficult to overcome. Limited resources and a lack of means to establish her studio salon cast doubt on her ability to succeed in the constantly changing industry.
“Anyone’s beginnings are hard,” Cappello says. “I think it’s a part of the journey. In my case, the key to success was having a clear goal and just sticking to it. I was aware of the setbacks from the get-go, but I initially made the mistake of letting them affect my confidence. Luckily, I quickly realized that it was all just a matter of how to turn my circumstances into an advantage.”
Rather than sticking to the traditional model, she opted to reach out to potential clients by traveling to their homes and offering her services. This way, she made her services more accessible to clients who couldn’t visit her location.
“Honestly, my mobile business model resulted from a lack of finances,” Cappello admits. “Once the doubt stage passed, I was willing to do anything to succeed. I realized that there were so many girls and women out there who were, in a way, marginalized by the industry. They’re working mothers or students with tight schedules, and as much as they’d like to come in for a treatment, they’re usually too busy to go to a salon.”
Cappello leveraged that realization and soon started to build her customer base one car or train ride at a time. Cappello’s innovation in eliminating the frustration women face in finding the best or nearest salon and booking appointments has disrupted the traditional model of the beauty industry. This has set her on a path of stable and secure success, as she builds relationships and develops a reputation as an exceptional lash and makeup artist.
Cappello’s company, She’s Yar Lash and Beauty Bar, first started as a lash-and-makeup business. Over time, as her service grew in popularity, initially through word of mouth and then via social media, Cappello started including more treatments in her offerings. She allocated every resource to further her knowledge of the beauty industry’s products and innovations while staying true to her values.
Within just a few years, she was able to hire girls like her and make another dream come true. In 2019, Cappello opened her very own studio, and by 2023, she expanded to three new locations. Open seven days a week, starting at 7 am on weekdays and closing at 9 pm. It’s obvious how She’s Yar stands out availability-wise and for their work ethic! The first of its kind in the industry. What woman doesn’t love a good membership and saving money! Lessening the guilt of treating herself. While ensuring the business stays within! How very innovative!
This customer-centric approach has proven to be a great success. Within just a couple of years from the opening of the first studio, Cappello expanded to three more locations. What started as a lash-and-brow project has transformed into a significant beauty business offering a number of different services.
Cappello remains determined to continue at full speed ahead. Her ambition is unwavering, and she has learned to push past any doubts that may arise, allowing her to reach new heights in her professional pursuits.
“Being an entrepreneur, especially as a woman, means you must stay vigilant. You have to be flexible, and you mustn’t stop learning,” Cappello says. “If I went back in time, I’d only change my early-on attitude. I’d be more patient with girls who worked for me that didn’t have the same struggles I’ve had, understanding they don’t understand. That’s my advice to anyone who wants to start their own business. Just let go of your fears, and trust your instincts. If you work hard and are willing to take risks- treat others how you would like to be treated (even if they don’t do the same)… success will be just around the corner.”
