Lash Inc Issue 7

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CONTENT Welcome to this issue /

lashes TECHNIQUE HINTS AND TIPS

BY AOIFE DURITY 09

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NEW TO VOLUME? 06 Lash Artist of the Year 2015 07-08 The building of a luxury lash brand 11-12 LASH MASTERS VOL 2 13-14 Reader Gallery 15-24 Self Preservation 24-25 Volume Lashes 25 WORLD LASH DAY 26 TWEEZER HOLDERS 27-28 THE MICROBLADING TECHNIQUE 29-30 DIFFICULT CUSTOMERS 34 Atomisers by Alison Frances 35 Building Lashing Out, Inc. 36 VICKY RUGG - MY LASH STORY 37 Gone in 11 seconds! 38-39 What to look for when choosing a lash extension training course 40-41 A Lash Artists TOP annoying problems... 42-43 NEWS 44-45

beauty

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BEAUTY EDIT 49-51

business

BEAUTY EDIT 49-51 2 important factors in your marketing plan 55

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LASH MASTERS VOL 2 - CONTINUED 56-57 Fire Your Customers! 58 Achieving Business Success with Steve Jobs’ Lessons 59-60 LASH INC - ACCREDITATION 61-62 TRAINING directory 63 Supplier directory 64-66

The publisher has taken all reasonable measures to ensure the accuracy of the information in Lash Inc. The publisher and magazine owners cannot accept responsibility for errors or omissions from any information given in this issue or for any consequences arising thereof.

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Welcome to Issue 7

of Lash Inc

This is the 2nd issue of 2015 and each quarter I see the industry grow even more.

There are many lash contests and conferences all over the world now and I am pleased to see these now appearing in the UK. It has been a busy time for me, writing for beauty magazines that are looking for everything to do with eyelashes, speaking and attending events and putting the Lash Inc Journal together.

Over the last few months I have been speaking to insurance providers and Lash Inc can now offer competitive insurance in the UK, Ireland and the USA. Enjoy this issue and keep in contact.

Louise Prunty

Louise Prunty

Editorial director / Business

Aoife Durity Hints & Tips

Stefani Altieri

New to volume article

Richard Prunty Editorial assistant

Enisa Becar Designer

Francesca Middleton Training Article

Melanie Doyle Beauty Editor

The views in the articles of Lash Inc are the views of individual contributors and do not necessarily reflect that of the company.

Lash Inc. 7 Newton Place, Lower Ground, Glasgow, G3 7PR

Contact Name: Louise Prunty Contact Email: info@lashinc.eu www.lashinc.eu 3

Lashes 5

New to volume?

Volume lashes really have transformed our Lash Industry!!! I have been lashing for over 9 years now and for the first 7 years of my lash career, nothing was really changing, nothing new and exciting. Since Volume came to the USA, almost 2 years ago. There have been so many positive changes within our industry. More variety of different curls and different diameter sizes. Lashes look so much more natural and realistic compared to the thick plastic hard crunchy lashes that were available to us.

The most important thing is to find out where the trainer has had training themselves. Ideally if they had hands on training with at least two reputable volume trainers. If you can try to see pictures of their work and work of their students as well. If at all possible to see if they have references ( speak to prior students who has taken the same course you are looking to take) I always recommend to any of my students or any lash artist for that matter, to get as much continuing education as you can afford financially and time wise.

Volume technique is extremely difficult to master right away for most lash artist. From my own experience and from what I hear is that most lash artists really get a better take and understanding after a 2nd class. I remember the first time I learned volume I came back home and was very overwhelmed and wasn’t sure I was doing it properly and started just placing the lashes one by one but still creating volume fans. At that time it was faster for me to do it that way. It was my second class that it clicked for me and I was able to pick it up so much easier, since I was already trying several different ways to create the volume fans and then It allowed me to have the trainer correct and critique what I was doing wrong.

I would HIGHLY recommend to take a minimum of 2 day volume course. Just a one day course it not enough for you to really get it down. ( I think that is why I had a harder time with doing the technique once I got back home

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on my own) I even offer a 3 day volume course and the 3rd day is done a month or two after you are lashing your clients with volume. You only retain about 50 - 60% of what you are taught. That 3rd day is really what gives my students the confidence in their work. It will make you a much better technician and you will be able to market yourself as such.

Tip for new volume lash artists - This is one thing I can NOT STRESS ENOUGH!!!! It is a GUARANTEED win, win!!!! As soon as you are finished completing a volume class, (even if it is a one day course) You need to start lashing ALL your existing lash clients with volume.

Every single lash client you are lashing, start filling in with volume without giving them the option (for the most part) do NOT charge them a penny more. Block out an additional 30 minutes at least per client. Yes, it will take more time to do your fills and cost you a little more money in product. BUT, the benefit to this, is that it will help you get to master the volume technique that much quicker and more efficient in it. Practice is really the only thing that will help you get better and better.

You will NEVER end up practicing on your own time!! You really just wont, (at least not half enough as you would need to) You will be amazed at how much your clients will love their new lashes and after about 3 months at least you will be confident and ready to start charging more for your service. Now

you can give them the option of staying with the volume lashes but now your price will increase, or you go back to classic lashes to stay at the price you have been paying. Not one of my clients went back to classic lashes!!!! I also explained it to them like this....(ie. Classic lash fill at $75 every 2 weeks or Volume lash fill at $115 every 4 weeks (ranges 3 - 5 weeks usually) So now they will be able to come once a month instead of twice a month and $75 x twice a month = $150 vs. once a month fill at $115, client actually saves money and their time!!!! You now make room for more new clients and more $$ per client so it is a win, win for both you and the clients.

Any time I have heard that a lash artist offered their clients an option of trying the new technique of volume lashes but charging more money, the client won’t usually want to change and pay more money for something they don’t even know if they are going to like. They don’t realize how much better volume lashes look and feel and last. I personally haven’t done Classic lashes ever since I started doing volume!!! There is no comparison in the look, feel, & retention.

Stefani Altieri Skynlash Academy www.skynlashacademy.com and www.the-lash-shop.com

Last Chance To Enter

Lash Inc - Lash Artist of the Year 2015 Why should you enter?

So what happens If you win a category and have the title Lash Artist of the Year?

1) You get a beautiful trophy 2) You have a logo to use in marketing 3) You are featured on the Lash Inc website for 1 year 4) You will be featured in Lash Inc Magazine.

5) Award wins can have a huge boost to your business.

Who wouldn’t want to have their lashes styled by an award winning lash artist?

First step Here is the most important thing you can do in order to win an award. It may sound obvious but here goes.

ENTER THE AWARDS!! TAKE ACTION. “In the end, the only people who fail are those who don’t try.”

– David Viscott Taking action is the single most important thing you will do to be successful in life, in business and in entering awards. If you ‘sign up’ to do a 10K run you have surpassed 0% chance of success; if you do the training (increasing your chances again) and turn up on the day, the probability of completing the run is looking good.

So, if you take action to enter the awards, and keep taking action at each stage you will be ahead of most businesses. Also, by taking continuing action, this will dramatically increase your chance of a successful outcome.

Entries are still being accepted for Lash Artist of the Year - Contest 2015. Deadline is 14th Aug 2015.

Enter or enquires to email info@lashinc.eu Join our group on Facebook: - Search ... Lash Artist of the year Cost to enter £25 GBP or $40 USD After you submit your photo you will be invoiced for payment and your photos added to our judges group.

Entry criteria is available on the Lash Artist of the Year - Facebook group or by emailing info@lashinc.eu Good Luck!

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About Our Contest Sponsors

Sinful Lashes 5D-6D Volume Category Sponsor

Luxury products at competitive prices. Featuring our Red Ruby Volume Adhesive.

Quality, in-depth training located in Los Angeles. We also travel the US bringing our Classic and Volume training to you.

Sinful Lashes Luxury Products and Quality Training.

Tel-1-818-970-7151 Email-Sinfullashes@gmail.com www.sinfullashes.com

Flirties 2D-4D Volume Category Sponsor “We are dedicated to not only supplying highest quality products but also to providing an excellent service. With our accumulated experience we source, create and produce innovative products for the professional health and beauty industry in order to make your life easier.

Our products enable you to offer an easier and more efficient treatment that is comfortable and enjoyable for the client at high margins for you.

With our team of fully qualified and accredited trainers we will help you get started whether its a new venture for you or an addition to your existing treatment. By offering an all in one package with training, starter kits, essentials and marketing material we can support you throughout and not only on the training day but in the years thereafter.”

Sugar Lash - Lash Art Category Sponsor

Flirties offer - A wide range of eyelash extensions, eyebrow extension and beauty products. http://www.beautytrix.me/ 0845 022 22 33

Lash Inc Ireland - Classic Category Sponsor Lash Inc Ireland is an expanded version of Lash Inc International Magazine featuring local Irish Lash news.

Lash Inc Ireland is edited by Aoife Durity from Ms Diva. As featured in Lash Inc (this issue). www.lashincproducts.com 8

SugarLash was created by Courtney Buhler (President + Founder of Lash Affair Inc). After years of great success in the lash industry, her passion for high-quality lashes has only grown stronger.

“Damaged lashes were something we were seeing all too much of in the lash industry, and I finally came to the conclusion that it wasn’t necessarily the lash technicians fault. The level of training I would expect to find just wasn’t available in our areas, so women were doing poor lashes, because of a poor education. This is where SugarLash came from.

My passion is knowing my craft inside and out. This means not only doing beautiful lashes, but also understanding where lash extensions came from, what they are made out of, how adhesive works, sanitation for the eye area, eye anatomy & conditions, shaping for different eye shapes, mixing different lengths and curls within full sets and more.

When you fully understand every aspect of your trade, success will easily follow. Client’s want lash technicians that are passionate, knowledgeable, and confident - and those are the technicians SugarLash creates! http://www.sugarlashpro.com/ info@sweetsugarlashes.com Tel: 1 (587) 982 -5274

TECHNIQUE HINTS AND TIPS BY AOIFE DURITY

ASSESSING THE CORRECT LENGTHS TO USE You have spent a great deal of time, effort and money into building up your eyelash extension kit to include all or most of the curls, lengths and diameters of eyelash extensions. With all the varying lengths, it can become confusing as to how to choose, with confidence, the correct length for any one client. Here are the steps I take to come to the decision: • At the point of consultation, determine whether the client would like a natural or a more dramatic look. If they desire a natural look, then add extensions 1-2mm longer than their natural lashes. If a more dramatic look is required, then add on 3-4mm longer. The general rule-of-thumb to ensure no lash damage occurs is to never extend more than half the length of the natural lash to which the extension is being placed.

• Very rarely do I extend more than 12mm on a client. A great tip is to size up a 12mm length to the area where your client’s lashes are the longest (without gluing on). If the extension looks too long and you are trying to achieve a more natural look then try and not go longer than 10 or 11mm. If the extension disappears into the client’s lashes then you know that you can afford to go with the longer length 13mm or in extreme cases 14mm extensions.

• However, with the lighter diameter lashes (.10 for instance, it IS possible to go that little bit longer than you would normally had you had used a .15 diameter.

It is very important never to use more than 9mm on the inner corners.

Try placing a few 7mm, increasing to 8mm, increasing to 9mm (jumping up by 1mm), no matter what length the inner lashes are. See how much more finished your lash sets look by following this innercorner guideline.

• Anything less than 7mm (like 5mm or 6mm) is usually placed on lower lashes to define them.

• The main goal is to ensure that over the next few weeks, before your client’s next refill (if she/he has booked one in) that the extensions which you have chosen will not start to droop or twist due to incorrect length being chosen.

• There are other factors to consider like assessing the eye-shape of your client and taking into consideration the growth patterns of the natural lashes. Your training provider should cover all of these so that you know how to shape your work with confidence.

• Always use your own initiative and don’t stress the natural lashes.

Sometimes it takes a couple of refills before you know what lengths actually suit your client!

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www.voguelashes.co.za

VOGUE LASHES -by Adele Sutton-

Exclusive Eyelash Extension Range consisting of Premium Quality Products

Vogue Lashes is proud to introduce our newly launched, top of the range adhesive: RAPID. With an incredible drying time of 1-2 seconds and a very thin viscosity, Rapid ensures a clean and flawless application with up to 6 weeks retention.

Rapid is fast becoming an industry favorite adhesive that is loved and used by eyelash experts globally. The Vogue Lashes Range is available from the following international distributors:

www.beautyglamstudio.com

www.natural-eyes.ca 10

www.lashheaven.uk

The building of a luxury lash brand.

By Courtney Buhler My love for luxury products in general began when I bought my first luxury purse. It dawned on me as I was shopping for my Kate Spade bag how important that little logo was on the simplest products: hand bags, cosmetics bags, lipstick… you name it. I would pay for the logo because the brand resonated with me - and more importantly, the quality mattered to me. As I proudly walked around with my new bag after my purchase, it solidified for me how important finding quality products was and how important brand loyalty was to attain.

When I decided to launch our brand of lash and brow supplies I knew I needed to think like a luxury designer. I wanted our supplies to be: highly sought after, the highest quality, branded and packed beautifully, and set apart from the competition. I didn’t want to be another brand thrown into the mix. I wanted to be the brand to set the trends, break the moulds, and bring the luxury feel of a designer line to the lash industry.

When starting out the task was daunting. I ordered in over 200 trays of sample lashes from 76 manufacturers around the world. To say my head was spinning was an understatement! Glossy, non-glossy, blue-black, rich black, deep tapers, shallow tapers, weak curls, strong curls… the list went on. Every tray brought something new to the table and testing was overwhelming. I narrowed my options down by testing: colouring, curl retention, taper, consistency, treatment process and how willing the manufacturer was to work with me to create exactly what I wanted. The result? Our Soho silk, and uptown mink lashes that are now used by top lash artists and celebrity MUA’s across the world! They boast a rich black colour (specifically formulated for us), and tapers that are bolder (silk), and more natural looking (mink).

The key to building a successful brand is all about setting the trend in lashes, and pushing the boundaries of the market. Ask yourself: what is already in the market and how can I improve it? What isn’t in the market yet, and how can I bring it into our line? What do our customers need that isn’t readily available to them yet? A great example of finding holes in the lash market is our LashPRO Therapy Collection. Of course, every lash brand needs lashes, adhesives, tweezers and the basis for doing lashes — but we wanted to be a brand who supports not only the process of doing lashes, but supports the lash artist themselves. This was a hole in the market and Sugarlash wanted to change that. Our new collection (which will be ever growing) consists of new products to help the lash artist stay healthy and happy doing the lashes they love. A couple of my favourites are a Posture Support Brace for lash artists to wear to avoid the ever dreaded “hunch” so many beauty providers get over the years. We also brought on an acupressure ring and bracelet that serves to massage the fingers and wrist to reduce fatigue, increase circulation, and relieve stress!

Thirdly, high quality products are great - but if they don’t look high end then they don’t fully support the lash professional. Why do women buy designer purses? Because they are high quality yes - but more importantly the BRAND and LOOK of the purse makes women proud to carry them around and show them off! Our brand packaging aims to make lash artists feel the same way. We want our customers to have beautiful lash collections that they are proud to show off in their salons and put on display. When

your clients walk into your place of business and see the beautiful lashes, adhesives, tweezers, and tools that you use to do their lashes they feel more confident in the service they are receiving. Now, not only does the lash professional feel good about using luxury products, but the client also feels confident that they are getting the best lashes available. When clients know they are getting the best service, with the best product - demand rises for your business and you retain more clientele and can ultimately increase prices with the demand for your services!

Lastly, aim to increase our customers bottom line and profit margins. So much time and so many dollars are wasted by lash professionals on: jumping from brand to brand (inconsistency for your clientele), ordering odds and ends from different suppliers (resulting in a ton of shipping charges), and trying to organize a max-matched lash collection to make it presentable for your clientele. Our business model aims to change that by:

1.) Testing the product for you on an on-going basis. I am an award-winning master lash artist so I know what to look for when it comes to quality, performance, and durability. I test our products on my clients, and in my luxury lash lounge. By testing product on real clients, you can be assured they will work just as well for you as they do for me. Focus your energy on your business, building clientele, branding, and your lashing skills — leave the product testing to me! I’m happy to do it for you.

2.) Giving free shipping with order minimums! Want to instantly increase your bottom line by $500-1000/year? Stop paying shipping! By using SL for your lash needs, you can easily meet order minimums and NEVER PAY SHIPPING AGAIN! 3.) Providing all your lash needs (even items you don’t know you need yet like our LashPRO Therapy line!).

Building a luxury lash brand hasn’t been easy, but it’s continually fun, exciting, and challenging. My absolute favourite part is knowing that I am only successful when our customers are also successful in their own businesses. We succeed by supporting your business to retain and build clientele by providing the best supplies available on the market!

Are you a lashPRO yet? We sell to Lash Professionals in over 30 countries!

Register at www.sugarlashpro.com for an account to see what all the fuss is about! Be brand PROUD with #sugarlashpro!

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Sample Chapter – Lash Masters Vol 2 Aoife Durity INTRODUCTION

Firstly, may I introduce myself. My name is Aoife (pronounced “EEFA”) Durity. As Lash Masters 2 goes to press, I am a 41 yrs young entrepreneur-in-the-making!

My business is called Ms. DIVA – Master Lash Stylists and its a busy, successful Eyelash Extension Academy and Salon in Ireland. I established it in April 2010 after realizing a life-long dream of working in the beauty industry. A highly skilled Master Lash Stylist, I also train and mentor eager students, thirsty to learn everything that I know. I am also a serious, budding entrepreneur on a mission to explore every aspect of the lash industry.

EDUCATIONAL BACKGROUND

An honors graduate of University College Cork, (I achieved a B.A. in Archaeology and Ancient Greek & Roman Civilization in ‘95), I also always had dreams and aspirations of becoming a free-lance makeup artist. However, in my 20s, I didn’t have the courage, know-how or motivation to become my own boss and buried that thought at the back of my head for a while.

During my spell of taking part in excavations the length and breadth of Ireland up to 15 years ago, had anyone told me that I would end up working in a job that didn’t involve being knee-high in mud everyday, I would have thrown down my excavating trowel in complete disbelief!

How life can change! I guess I always had an interest in anything beauty related. From an early age, I remember spending more time than is usually required in front of a mirror carefully applying makeup, especially eye makeup. While most people prefer the natural look, this diva was loading it on till the cows came home! There is no denying how eye makeup has transformed the look of many, be it female or male. It has magical powers that can make one look better or worse, depending on what look one is going for! Actually, humans have been wearing makeup since back in the cave man days of Neanderthals.

Archaeologists have found lumps of yellow and red pigments that suggest they were used as cosmetics in that era!!

CAREER CHANGE

My two handsome sons came along in 2000 and 2001 and I took a career break from Archaeology as I couldn’t see myself juggle two tiny babies, one who has Down Syndrome, and being on call for the next exciting excavation that could have led me to travel anywhere in the country. After four years of being a stay-at-home mom, I decided to

help out part-time in my local opticians and ended up a few years later as a full time lab technician grinding and polishing lenses and making glasses. It was there that my work colleagues nicknamed me Ms.DIVA, (I even had a locker with my nickname on it!) as everyday I would turn up to work looking like a wanna-be glamour puss with striking eyemakeup! The job involved a great degree of focus, concentration, an eye for detail, precision, accuracy and steady hands, all of which would later come in useful in my career as an eyelash extension technician.

I absolutely loved dealing with the general public when now and again I was asked to man the floor and help customers to choose their glasses frames. I realized I was more a people’s person and didn’t want to be hidden away in a laboratory forever.

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MY DREAM OF OPENING UP MY OWN BUSINESS

The recession began to take hold in 2008 and I watched staff being let go left, right and center in all industries. Spirits were low. Nobody’s job was guaranteed. By this stage in my life, I realized that I had become a high achiever, a highly driven, motivated soul. I began to dream of opening up my own business. I toyed with the idea of completing a dispensing opticians degree and of opening up my own opticians but as always the aspiration of becoming a makeup artist kept popping into my head! I realized that my own business had to be something that nobody else had done before to (a) make it stand out and be attractive to my target market and (b) to survive this recession.

still working full-time at the opticians but was starting to struggle with juggling everything now that I had found myself as a single parent. My son who has Down Syndrome also had numerous medical check-ups to attend. The answer was to give up the day job and work solely for myself so that I could work clients around hospital appointments etc.

But, I had no clients yet!!!

MY HOME LIFE

Unfortunately though, life had become tough at home. I found myself in the position of having to deal with my sons’ dad who used threatening, abusive behavior regularly. For a whole decade, I felt I was surviving, just existing, trying to keep things together, but not actually living to my full potential. When you are dealing with violent behavior, you lose sight of yourself. Your self esteem and confidence is greatly compromised, because you are being constantly put down and all of your effort is being put into trying to keep the perpetrator happy and put up a front to the outside world that everything is ok, when it’s not.

In 2010, all that changed! I found it within myself to leave the situation for good!! I fled to a women’s refuge with my sons for a week. It was a secure crisis accommodation for those experiencing domestic abuse.

I became extremely focused on moving my life on independently, free from violence once and for all. I was hell bent on starting to do things that made me feel happy at last. While there, I had a vision of finally opening up my own business in the beauty field and making something of myself to feel independent and to repair the self esteem and confidence within myself and also to give my two sons a good life.

However, I am a person who thinks outside of the box. I wanted to try and create something that would excite and attract clients. I wanted to do something a little bit different than the norm. My dream of becoming a makeup artist began to fade, after much brainstorming with myself, I decided that what I wanted to work towards was to open up an exclusive eyelash extension studio, doing nothing but lashes and to create an alluring lash menu. There was nothing like that in the area where I lived at the time! Just like my experience of being in the woman’s refuge, I wanted it to feel like a haven where women could retreat to, to escape the hustle and bustle of the outside world, to forget their worries, feel soothed, get pampered and to leave my salon with a lingering feeling that it was like it was a therapy of sorts.

EYELASH EXTENSIONS

Elaine McParland in Co.Wicklow started me off on my eyelash extension journey in April 2010. While visiting Australia the year previously, she learned the art of applying delicate strands of extensions one to one on each natural lash and was one of the first to bring this exciting new treatment to Ireland. I was intrigued by this treatment and very few beauticians offered this service at the time in Ireland. Elaine is a very inspirational entrepreneur and I feel very honored to have had met her.

I attended a one-day group course with her and for months on end I practiced on willing models on a beauty bed I set up at home. I was 14

To gain clients, I felt I needed to excel at the extensions fast! There had to be more to the treatment than the basic knowledge that I had mastered. There are so many different natural lashes, eye-shapes, personal preferences for styles out there! I am a very driven person when I want to be. I practiced on everyone and anyone who would let me! Hungry for more knowledge and styling techniques, I joined numerous online forums and networked with lash artists from around the globe. I wanted no stone to be unturned in exploring everything there was to know at the time about eyelash extensions! My favorite forums were Wakeup in Your Makeup and The Salon Geek. There, I constantly logged on and absorbed the threads and conversed with numerous amazing lash artists such as Loretta Jasilionyte (Flawless L’Lashes), Louise Prunty (Lash Inc), Claudia King (Blinking Gorgeous), Laura Grant (Oohlalashes), Francesca Middleton (LASH by Francesca), Teresa Smith (of The Lash Bible) and many others from around the globe. We were all in the same boat. We wanted to be the best that we could be and to provide and outstanding service. I bought books on the subject from Louise and Teresa, traveled to London for Master Lash Training with Francesca, spent hours online chatting with Loretta, Claudia and Laura swapping tips and generally supporting and inspiring each other.

MAKING THE LEAP

In April 2010, my business “Ms.DIVA - Master Lash Stylists” was born.

I created a logo that represents my style, a glamorous, curly haired girl who loves wearing corsets! I began to market the business on Facebook and styled clients from home after finishing a day’s work in the opticians. With a friend and very talented web designer Martin Harris, I poured my heart and soul into creating an attractive and informative website www.msdiva.ie. My lash menu had to stand out! I set my prices high and refused to cheapen my service by offering discounts. I wanted to attract clients who were willing to pay more for a job that .....

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Reader Gallery

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LASH&BROW

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Lindsey Rae Joslyn-Rohner

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Elma Mare Schalkwyk

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Rikke Steenskov Udengaard Jenna Haviland

Lashings of Lashes 21

Sylvia Liu

Vilja Pjokken

Tania Roberts

Lashings of Lashes Tania Roberts

Karen Louise

Karen Butler

Shima Edwards

Michelle O’Neill

Lash Riot- Lisa Magee

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Rebecca Reilly

Jette Drescher Engqvist

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Tania Roberts

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Volume Lashes, revolutionizing the industry!

Once upon a time clients with thin, sparse, or with gaps between their lashes could only hope to enhance the length and shape of their existing eyelashes. Classic lashing, as beautiful as it is, will not fill gaps or safely add fullness to most people’s natural lashes. WELCOME VOLUME LASHES! Now even the thinnest, most sparse lashes can have youthful, voluptuous, darker lashes by adding multiple lightweight extensions to each individual natural lash. Volume Lashes offer a wide range of options. For client who wants a softer, more natural look, 2-3D lashes are the way to go. For clients that want all out black and BOLD drama lashes Volume Eyelash extensions can accommodate that look too!

Lash technicians trained on Volume Lash extensions are on the cutting edge of artistry. Because Volume Lashes are gaining popularity and

demand, lash artists are filling their books with clients wanting this revolutionary technique. Volume Lashes have inspired Lash artists across the world to place higher value on their skill, by seeking advanced education on Volume training, raising awareness for lash health, competing in global competitions and mastering their craft. Thus raising the bar and setting superior standards for the Lash industry.

We welcome Volume Lashes with open arms. One veteran lash artist has said, “ Volume Lashes have made me passionate about Eyelash Extensions again! Where previously our options concerning Classic Lashes have been restricted, Volume Eyelash Extensions have sparked our creativity and opened up infinite possibilities for our clients.”

- MyBrand Lashes, http://www.mybrandlashes.com

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World Lash Day 23rd October World Lash Day is a day to celebrate the eyelash extension industry, it will happen on 23rd Oct 2015.

It is a day that many professionals will choose to really make an impact.

A day for eyelash extension virgins to try lashes for the first time. A day for beauty professionals who currently don’t offer lash extensions to up-skill.

The build up to World Lash Day will be covered in Lash Inc Journal, Facebook & Twitter.

Use the following tags on social media to see who else is taking part. #lashday #lashinc Visit: www.worldlashday.com for further info.

If you would like to take part simply organise an event or offer. This could be a special offer on lash extensions, products, training event or a lash meet up.

Any offer or event that will promote eyelash treatments.

Email details to beautyexpertspr@gmail.com to be featured on social media and world lash day website.

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Tweezer Holders Tweezers are the tools of your trade, you spend time and money collecting the perfect tweezers for your lash work.

But you may not have thought about how to store them to make sure you don’t get an accidental bend in the tip. Or if you have space on your trolley you might want to showcase them.

Here are a few solutions for your to consider.

£10 GBP or (Approx $16 USD) from various suppliers. https://www.etsy.com

http://www.agarscientific.com/tweezers-holder.html £27.71 or (Approx $44 USD) from http://www.canemco.com/ 27

From $5 USD (Aprox £3.50) at http://www.bestmadeinkorea.com/

Faux leather case, holders 6 tweezers. $12 USD (Approx £8 GBP) from http://www.discounteyelashes.com/

Our Top Pick Tweezer Roll from Sugarlash $27 USD (Approx £17.50 GBP) at www.sugarlashpro.com Holds up to 10 tweezers and can hold lengths up to 14cm.

Holds clean tweezers and keeps them covered until next use.

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https://www.dumonttweezers.com Foam interior and hard back case, holds 7 tweezers. $44 USD (Approx £28 GBP)

BLE A L VAI EK! A S SE Y WE S A CL EVER Small Class Sizes 1 - 4 For More Quality Personalized Attention

New Jersey's First & Only Lash School

Stefani Altieri,

Certified Master Lash Educator & Licensed Medical Esthetician Co-Author Of Lash Masters Book Vol. 1 2014 & Vol. 2 2015 2015 Editorial Advisory Board For The Magazine, " EYELASH" Judge & Sponsor Of Lash Wars 2014

Passionate About Lash Education & Has Traveled Around The World For The Best Of The Best Training Certified From 7 Different International Well Known Lash Educators As Well As BALAA (Be An Amazing Lash Artist & Lash Mastery Group In Beauty Industry 15+Yrs Lashing 10+Yrs Always researching for the best of the best products & 1 step ahead of the latest trends working hard to bring you the most efficient way of working giving you all the little details that most won't tell you to make your job easier. (tips n' tricks) Certified & Proctor of ADFEE

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Proud Member of NEESA

ction u d o NEW ONLINE INTENSIVE VOLUME Pr

lash training & mentoring program

Basic Beginner Volume Level 1 4/5/7 Day Volume Technique Level 2 - 2 or 3 Day Volume Advanced Refresher - 1 Day Design Artistry - 1 Day All About Lash Color - 1 Day Lash Mastery

1 Day Certification Workshops for One Shot Lash Lift by elleebana Lash & Brow Tinting by Belmacil SPM by elleebana - Semi-Perm Mascara Coaching & Mentoring Available 1 Day Business Mindset

www.skynlashacademy.com all new website formerly www.skinlashstudio.com 29

High End The Best of The Best Lash & Brow Supplies at a More Affordable Price wide variety for your one stop shop when only the finest will do only tried, trusted & loved products we believe in Eyelash Extensions Brow Extensions Semi-Perm Mascara Brow & Lash Tint Lash Lift Adhesives Tweezers Magnifiers Eye pads Surgical Tapes Accessories & much more

always the latest trends & newest innovations adding new products weekly

VETUS Lux Beauty

www.the-lash-shop.com Sole Exclusive Distributor in the USA for

StellaLash Vivienne Belmacil elleebana

skinlashstudio@gmail.com 30

Howell, NJ USA

THE MICROBLADING TECHNIQUE IS PERFORMED WITHOUT USING A MACHINE. THIS UNIQUE TECHNOLOGY ALLOWS ACHIEVING UNNOTICEABLE LONG-LASTING RESULTS.

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“DELUXE BROWS®” MICROBLADING TECHNIQUE, advanced MANUAL eyebrow reconstruction technique is applied without using a machine and produces a very natural looking result. The effect of drawn hairs that are identical to natural ones is achieved by using pigments in several shades and a special multi-needle technology. The result lasts for up to 4-5 years. And the effect is strikingly similar to the hair of natural eyebrows. Eyebrow shape, colour and intensity are selected according to the facial features and preferences of the customer. This technique is most suitable for customers that want perfect results. It is also used to fully restore the eyebrow shape, when there are almost no natural eyebrow hairs left or they are extremely thin.

MAIN ADVANTAGES OF THE MANUAL TECHNIQUE: • The procedure is much less painful and is done faster than with a machine • A very natural result is achieved • It does not look like a tattoo • A machine is not used for this procedure • It is cheaper and easier to use a pencil tool • The extremely thin disposable needles are 3 times thinner than the thinnest needles used in machines. That is why the “drawn” hairs are identical to natural ones • Thick pigment is used that does not change color but slowly fades instead • Correction is necessary only to highlight the already existing result

“Great micro-blading it’s not only beautiful result after treatment, it is vivid, natural, long lasting hair strokes which are not fade away, when its healed.”

Aleksandra Maniušė Director and founder of Deluxe Brows company. www.deluxebrows.com 32

DIFFICULT CUSTOMERS Bivol Dorina One of the most difficult things about working with people can be the people. Whether you work in food, retail, or eyelash extensions like us lash artists, sooner or later, you’ll come face to face with an irate or unruly customer. But never fear - there are true ways to smooth over the situation in a way that works for you, the business, and, most importantly, the customer.

If you want to turn difficult customers into happy clients: Be a good listener. A great way to give the customer this impression is to be a good, attentive listener. Listen calmly and completely to the customer’s problem, keeping your facial expression alert and concerned, even if he or she is acting ridiculously. Maintain eye contact, and don’t smile or grimace. Nod when the customer makes a point you find valid, but don’t interrupt. Your client should feel that she is important. If possible, stop whatever work you’re doing when a customer is complaining to you. If you keep working while she is complaining, it may seem as if you don’t consider her grievance to be very important.

If your client, for example, wants super long lashes, but her naturals will be not support such a weight, or some colorful lashes that will not suit her at all, you should as lash artist, after listening, try to find the right way to explain why you can’t do such an extension. You can propose an alternative way that will keep her natural lashes healthy.

Never interrupt or tell that she isn’t right. Listen. Explain. Help her to take the right decision.

Apologize. If it occurred due any misunderstanding or mistakes – apologize. An apology is within every employee’s capacity, no matter what his or her role is. Look the customer right in the eyes and make sure your expression and tone of voice are sincere. Never be patronizing. Avoid apologizing in a way that seems like you’re belittling the customer.

Level with a difficult customer. If the customer is particularly upset, ask directly, “What can I do to fix this that would honestly satisfy you?”

These words can do wonders, as you have now made it clear to your customer that your goal is to satisfy him or her ( yes, today eyelash extensions are very popular among men too ). End the interaction on a positive note.

View difficult customers as potential opportunities. Keep in mind that a happy customer means better business. A satisfied customer might spread the word about having a good experience, but an unsatisfied

one will almost certainly complain to at least one person (if not more), recommending that people shun your services and looking for another supplier themselves. This means less money and less business for you or your company.

Fortunately, in the eyelash industry we do not met a big number of objections from our customers, the most popular topics are: the potential risk of an eyelash extension, side effects, bad retention and high cost.

To deal with objections from your clients you should be a good psychologist, and have at least some basic knowledge of marketing.

Learn how to stay calm and how to stay cool under pressure, this will help you get through challenging situations with grace and professionalism.

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Atomisers by Alison Frances As lashpreneurs, the main thing we all want is fast drying glue, am I right? Especially if we’re doing Express lashes or volume lashes; we want to do them as quickly as possible, with minimal waiting around between applications. There’s pressure these days to do more and more lashes, faster and faster.

There are three main things we want from lash glue: no fumes, fast drying and long lasting. It’s actually really hard to get all three from one glue, and scientists are constantly working to try and improve the quality of the glues we use. There is constant innovation and improvement in this area.

The latest thing on the market designed to help us apply lashes more quickly are atomisers. These dry the glue super fast, and are being hailed as a lashpreneur’s new best friend… but are they?

The way a lash glue works, is that it bonds using the humidity in the air, on the surface of the lash, and on the surface of the client’s lash. The higher the humidity at the point of application, the faster the product will cure. Producers of atomisers have looked at this in a very simplified way, and thought right, all we need to do then, is increase the humidity!

Which is of course right - if you increase the humidity, the glue will cure faster.

The optimum humidity level for good, reliable bonding is 50-60%. If your humidity level is too low, the glue will take longer to set. Too high, and it creates a “shock” curing, where the glue dries really fast. The part where it dries fast is where we all think “oh great, I’ll get one of those!” but actually, the shock curing produces a shrinkage of the adhesive layer. This reduces the bond strength by up to 30% The glue will also become brittle, and can break your client’s natural lashes.

Another important point to bear in mind is the actual logistics of using a gadget that contains water. Any water left standing around - even only overnight - provides a great place for bacteria to grow and multiply.

Since I started doing this research, I’ve actually stopped using the humidifier in my office, as it made me feel a bit queasy to think of it! I’m not for a minute suggesting people don’t keep their equipment clean but with the best will in the world, bacteria will still be hanging about in the water. When we use an atomiser to speed the drying process of glue, the water bonds with the invisible vapour from the glue. This means essentially we are spraying bacteria onto the client’s face, and they are breathing in water, glue vapour and bacteria.

We must be careful what we do in the name of getting more lashes onto our clients, faster. Your client might leave with a great set of lashes done super quickly, but if she’s back in a few days with lashes falling off or her own lashes being snapped off, she’s not going to be too happy - and you will use up any time you saved and more besides, trying to resolve the issue. Have faith and confidence in the fact you are providing a top quality product; you don’t need the latest gadget to improve what was already a great service for your clients.

By Alison Francis from ahfrancis eyelash supplies

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Building Lashing Out, Inc. A Leap of Faith:

I’ve always known my future was not in corporate America, but I wasn’t sure what my path would be until I learned the art of lash extension in 2012. My early training ignited a life-long passion, but I continued building my skill during lunch breaks, evenings and weekends.

another position working for someone else while sharing 30% of my earnings. I turned down the business deal and continued with the status quo, working on commission.

With the money I saved to invest in the business, I decided to look for a partner.

Unfortunately, my prospective partner was not a good fit. Our vision and goals took us on different paths. Despite the bumps in the road, I continued to listen to the voice inside of me saying, “you don’t need a partner, you can do this.” I formulated the game plan to open my salon, and started researching distributors for products. I wanted to cut out the middleman and eventually sell products. I was determined to succeed. There was no way I was going back to the corporate world without giving my all to this newfound passion. I found a small studio with very low rent in a desirable area. Everything was falling into place, except my relationship with my trainer/business associate/owner of the salon. We started speaking less, while my desire to open my own lash salon grew.

Two things I’ve learned on this journey is that it’s “always business” and “get it in writing.” I

After two years, the lash salon where I was working was looking to open a new location.

During my time there, I had taken on a leadership role. I was training new employees, bringing in new clients and participating in key business decisions. The owner approached me about investing in their second location.

I accepted, and gave myself a year to save money and get my affairs in order.

Two days before quitting my corporate job, I received the paperwork and contract for the new location. To my surprise, none of the documentation matched our verbal agreement. I was devastated and confused.

I didn’t leave my successful career to take 36

left the salon and opened Lashing Out Studio, Inc. five months after leaving the corporate world. It was a bittersweet departure. I was leaving a salon I was truly dedicated to. This is where I learned my craft, helped build a robust clientele, and trained the majority of the staff. Once I left, I didn’t look back.

I opened Lashing Out Studio, Inc. in August of 2014. More than 75% of my clients followed me. After nearly a year, my clientele has grown 30% and my schedule is full every week. I’m now selling products to my clients and local lash stylists and conducting oneon-one training for future lash stylists. I’ve also partnered with a hair salon in Alabama, traveling once a week to do lashes in the area.

I faced many obstacles on the path to starting my own lash business. Each time, my passion and perseverance propelled me forward.

When I look back on my journey, starting my business at a difficult time only made me the Lash Boss I am today—I wouldn’t change a thing.

By Yolanda Odom Lashing Out Inc

My Lash Story Vicky Rugg I guess it all began when I fell pregnant at just 15 years old, I still had an entire year left to finish at secondary school including all my gcses and I was going to have a baby. Me and my child’s dad were no longer together and I muddled through the next year and managed to get a couple of gcses to my name, by now I needed a job to provide for me and my new little one.

I had lots of different jobs to try and fit in around childcare, not the easiest of tasks and I hated every single Job, I worked on the checkouts, telesales, witnessing, if there was a

part time Job available I took it, but I had no sense of job satisfaction.

I love everything about my ‘job’ I can’t really call it that though, because as they say, when you do a job you truly love, you’ll never work a day in your life :-) In the meantime I met and fell in love with my now husband and went on to have two

more children. Whilst it wasn’t as important financially for me to work, I still took on part time work as I enjoy the independence it gave me, but I still hadn’t found my perfect employment.

It was whilst working in a bar on a Wednesday night that I decided If I couldn’t find the perfect job to fit my life i would have to create one! I had always had a keen interest in the beauty industry and that very night I was looking at training courses I could take. I’m a little ashamed to say that I just booked the next available course local to me, which was the following week and it was learning eyelash extension application. I’m so very glad I did because That day, the 6th June 2010 changed my life! I was hooked and from the minute I walked into that salon and I have never looked back.

I love everything about my ‘job’ I can’t really call it that though, because as they say, when you do a job you truly love, you’ll never work a day in your life :-) Vicky Rugg

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Gone in 11 seconds!

How did I become a Lash Technician?? For me it all happened in a split second, well 11 seconds to be exact. That’s how long it took for my whole world as I knew it to fall apart, everything that was my normal life to be taken from me.

At the time I was working in most women’s dream job. I worked in the fashion industry as a ‘Merchandise Manager’ going on overseas buying trips to London, New York, Paris, designing Fashion ranges for high end boutiques around NZ, travelling the world and shopping on someone else’s credit card.

I was happily married to my soul mate Paul, had 2 beautiful girls aged 2 & 4 and working part time doing what I loved and I had been doing for the past 9 years.

It was 12:51pm on the 22nd February 2011 (2 days after I returned from a buying trip to London) when a magnitude 6.3 earthquake struck my city Christchurch, NZ, shaking us violently for 11 seconds. It doesn’t sound like long but those 11 seconds felt like 11 minutes....

And the damage caused in those 11 seconds, not only to homes & businesses but to hearts and lives is indescribable.

I grabbed my phone and car keys and ran from the building I worked in seeking safety outside.

The quake felt big!! Bigger then ones we had had previously. Our building was ok but I was not keen to go back inside as the aftershocks continued. Sirens were going off all around us.

I didn’t at that stage understand the severity of this quake, it wasn’t until a colleague got off her phone and her husband told her that there were buildings collapsed in the city and people dead inside that it sunk in what had just happened.

I quickly jumped in my car and prepared to get my children from their preschool which was usually a 25 minute drive away. By the time I got to my car the roads were mayhem, traffic gridlocked, roads and bridges destroyed, I felt 38

like I was in a scene from ‘Independence Day’.

The traffic was insane, everyone was trying to get home to their loved ones and the traffic was not moving.

I was beside myself worried about my two girls, the phones were dead and you couldn’t send or receive a call or text message. I had no contact with anyone and I didn’t know if my children were dead or alive.

The car radio was working and we were constantly being updated about buildings collapsing and people being trapped inside.

Buildings were on fire and people were burning to death inside them. As I had to drive through the city to get to my children I could see firsthand buildings down and knew that this was disastrous, this was way bigger then what we had experienced before.

My daughter’s preschool was an old house that had been converted into a preschool so it wasn’t a new building. I was terrified at what I would see when I got there and if I would have to dig my children out of a collapsed building.

Fear and panic had set in!

I couldn’t speak to my husband who had always been my rock to set my mind at ease and comfort me and tell me everything would be ok. And I knew that everything was not ok.

Every time I tried to go a different way to get my girls, a road was blocked or a bridge had collapsed so I couldn’t get over the river that outlined our city.

My mind wasn’t thinking straight due to the shock I was in. I was not getting anywhere in the traffic and the condition of the roads were horrific. After 3 hours of being in traffic crawling through the city my mind became a little clearer and I decided to dump my car, grab the first aid kit in my glove box and try to make my way by foot to the girl’s preschool.

There were so many people walking trying to get home and they were going faster than the

traffic that had stalled. When I got to our area which was on the East Side of Christchurch and closer to the epicentre of the quake, I could see the damage to the roads and houses was huge, it was then I realised that I may not have a home to go too. I didn’t care about that though as my only concern was getting to my girls and holding them in my arms.

When I got to my suburb it was flooded and covered in knee high liquefaction as the land had sunk well below sea level. (Liquefaction is the combination of dirt/mud/floodwaters and sewerage that comes up from the earth in an Earthquake) I had to support myself by holding the fence that ran along the motorway around our area. I continually tripped and fell into the liquefaction and was covered up to my neck in the stuff. By this stage I was completely beside myself, crying and shaking uncontrollably, walking for miles in liquefaction trying to get to my children, you couldn’t see what you were stepping onto as the liquefaction was so high, you couldn’t see where the cracks were in the land.

By this time nearly 4 hrs after the quake hit I was focused on getting to the preschool which was only about another 2km away, that’s when a random phone call came through to my cell phone.... It was my husband! He had finally got through to me and relayed the information that he had got the girls, they were all safe....

But our home was not!!

The relief that spread through my body was incredible, my body shook and I cried and cried knowing that my family was safe and all 3 of them were alive and not hurt.

I continued to walk to our house which was about another kilometre away through the floodwaters and was shocked at the damage to our area, parts of houses were collapsed, huge craters had opened up in the land, fences, sheds, trees etc all had collapsed. The homes that hadn’t collapsed were full of flooding and liquefaction.

Walking up our driveway and seeing my husband and children who also had their own terrifying story to tell was heartbreaking. They were all so pale with shock. The girls were clinging to my husband and not letting him go as aftershocks continued and continued to shake our city.

It was in that moment that I swore I would never leave my children again! I never wanted to be too far away that I couldn’t get to them quickly in a natural disaster.

To cut a very long story short... Our home was damaged beyond repair; we had 6mt of lateral spreading from the front of the yard to the back. Large craters had opened up and liquefaction everywhere.... but we weren’t alone.... 10,000 homes were also like ours!

There was no power, no water, no sewerage, a broken home, broken hearts... but we were all alive.

We stayed in one room all together at the front of the house, the room that was the ‘most safe’ out of the rest; we cooked using our gas bbq.

Our area was so badly flooded that people couldn’t get in or out. Army tankers would come and fill up our bottles with clean drinking water every few days and helicopters would bring in food, medical supplies and nappies/ formula for babies... It felt like living in a war zone. But families like ours had nowhere to go.

There were no rental properties available as so many houses, hotels and buildings had been destroyed.

It was a time of desperation and despair but the one thing we gained from this experience was the importance of family and community.

Everyone would lend a hand where they could.

Neighbours relied on each other.

It was during these times that I made the decision to quit my job and leave the Fashion Industry. As we had no home, our preschool had shut down and didn’t know when they would reopen; I had no childcare and a boss that had not one ounce of empathy I realised that I couldn’t do it anymore.

I couldn’t leave my children who like me were so traumatised by this experience.

We eventually got out of our home and got into a rental property that we heard about through a friend.

It took 5 months for the insurance company to pay us out, it was long stressful time fighting with EQC and the insurance companies for

everything we were owed. We eventually ended up buying another property and slowly things started to improve. Aftershocks were still daily but they were getting less and less.

I had taken on a part time role as an in store Merchandiser, but always felt scared and anxious going into the malls and shopping centres as was worried about when the next big quake would hit.

Things were still uncertain in Christchurch, people were still living in damaged homes, roads were still a mess, and people lives were not moving forward. People were ‘not living’ they were ‘merely existing’. It was then 3 weeks before Christmas my husband phoned me to tell me that he was on his way home and that his work had just been shut down due to their building having too much damage from the 10,000 aftershocks we’d had since the quake. Once again our lives were rocked.

It took 3 months of stress over the Christmas period while my husband’s work tried to sort out what they were going to do with a damaged building. 3 months of not knowing what lay ahead for us.

Little did we know our lives were about to change even further. ...

A meeting was called and my husband was told that his work would be closing down and 60 people would be made redundant. It was awful; these people were going through terrible times with their own personal insurance claims now to find out that they would be without a job too.

and I knew that it was a growing industry in NZ. I decided to go and get trained as an Eyelash Extension Technician. I had already done a Makeup course and thought that when I got to Australia I would look at getting some work doing Makeup and Eyelash Extensions.

And that is how it all started....

I mentioned to one new friend that I did eyelash extensions and she was keen to try them out. From that, it was ‘Word of Mouth’ that got my business started. As I had not long finished my training I needed the practice.

I charged everyone basically the cost price to have the lashes done and I practised on everyone and anyone who was willing to have a go.

Soon word got out and I was getting very busy.

I continually searched the internet for new techniques and products that would help get my speed up. I did extra training and joined some great lash groups and forums that helped give me the confidence to really boost and promote my business ‘ For the Love of Lashes’ and slowly increase my prices.

I was not only getting customers from our local area but ladies would travel from Sydney and Newcastle to me to get their lashes done.

I am booked up around 2 -3 weeks in advance and have a cancellation list every week. Things were finally working out for me and my family.

I love doing Eyelash Extensions and I pride myself in my work. I love that reaction every time when a client looks in the mirror and says ‘wow’ their smile is beaming across their face and they make comments like ‘I don’t look so tired’, ‘it really opens up my eyes’. Ladies gaining a renewed confidence!

A few days later my husband received some news, news that would change our lives for the best. He was offered an all expenses paid transfer from NZ to Australia as the company wanted him to continue working for them. It came as such a surprise and although he felt terrible about the people losing their jobs we knew it was our golden ticket out of a broken city. It was our chance to finally move forward.

It was our chance to start living again and it was change we were ready for.

I love working for myself, being my own boss and being 5 mins away from my children’s school. I love the fact that I can plan my diary around my kids assembly’s, swim carnivals, cross countries. I feel lucky that I can do this as I know in my previous job in the Fashion Industry it was not an option.

So after a few months planning and sorting out the details we left our city, the hometown I had lived in for most of my life, my birthplace, our children’s birthplace and our families. It was bittersweet!

During the preparations of leaving I was getting eyelash extensions done by a local beauty therapist. I loved having them done

So that’s my story, that’s how 11 seconds changed my life, that’s how I became an Eyelash Extension Technician.

4 years ago I never would have thought that I would be living in another country, working in a completely different industry.

By Karen Christensen For the Love of Lashes

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What to look for when choosing a lash extension training course

by Francesca Middleton, LASHacademy

Accredited vs Non-accredited

Did you know it is ILLEGAL to provide lash extension treatments without formal qualifications and the necessary insurance in the UK? ALWAYS choose a course that will give you a formal qualification ie provides an accredited training course with an accredited certificate/diploma.

Courses that provide a certificate of attendance are not formal qualifications and you will not be able to obtain insurance with these certificates. Never waste your time and money on these courses.

Question to ask. Is this course accredited and with who?

Reputation of School

Previous experience from students is always a good measure to see how you would fit in with their training style and whether it’s the right type of training for you. Testimonials from past students provides a helpful guide but remember different students look for different benefits, ie one student prefers personal attention whilst another prefers a day course.

Just because a training school has a big promotional presence, it doesn’t mean they are the best or have the right type of training facility for you.

Question to ask. How long has the school been providing training?

School or Trainer

Whilst a good reputation of the training school is important, what is more important are the 40

trainers who are going to deliver the training.

Look at the trainer’s lashwork and ask how long she has been in the lash industry. Not all trainers are created equal! Do you want to learn how to do lashes or how to be the best at doing lashes by the best?

Question to ask. Who will be training me and what is her experience level?

Size of Class

The size of class could have an impact on how effective you learn and pick up the skills of lash extension application. Believe it or not, lash application is a very precise skill and not so easy to do at first, so you need to decide whether a group course with a percentage of the trainer’s time or a personal 121 course with 100% of the trainer’s time is what you need.

Question to ask. How many students will be on the course?

Duration of Course

Are you looking for a half day, full day or multiple day course? Perhaps you are busy and want to attend a quick course or perhaps you live too far away from the training school so multiple day courses might be difficult or expensive to attend, especially if you have to come back on different dates.

Remember, the best kind of training is one that provides theory, skill-building and practical elements of the course and includes an assessment.

Question to ask. How long does the course run?

Price of Course

We have to be careful with our pennies and

invest wisely. Unfortunately the quote, ‘buy cheap pay twice’ is very relevant to quality training. If you want to receive the best type of training, you will be looking to pay a premium.

But also look at what you get for that. Do you get a mentoring session, do you get bespoke training to suit you, do you get additional training and help and support? Cheaper training usually means payment for the course with no support afterwards and if you are serious about being a super lash technician you’ll end up paying for a refresher course with another trainer.

Question to ask. What is included in the course?

Post Course Mentoring/Aftercare

Learning lashes takes time and you will not digest all the information at your training course. In time you will have questions and queries that need clarification. Always look for a training school who will make themselves available to questions, or better still allow you come back for further training that’s included in your course.

A training school that allows you to come back so that your skill improvement is monitored and tweaked ensures you develop the best skills is worth their weight in gold!

Question to ask. What support do you provide after the course?

Product Kit

Does your course include a kit? And what kind of kit is it? Check to ensure your kit will have all the products you need whilst you are learning and practising your skills. Check that you will have the correct amount of lashes to provide a full set. Some kits come with sample curls, thicknesses and lengths so you may have to purchase additional lashes at your course.

Question to ask. Will my kit have all the products to provide a full set of lashes?

Training Dates

Are you flexible with when you can train?

Some training companies have fixed dates and others provide bespoke dates to suit you.

Models Some courses require you, the student, to be a model for another student for upto 2 hours

and other courses use models. Think about your preference, would you like to be a model in your training or use all the time learning and having a model to practise on.

Question to ask. Will I be required to be a model?

Francesca Middleton, founder of the LASHacademy at LASH by Francesca in 2007, and considers herself a lash artist and entrepreneur in the eyelash extension beauty industry. As a specialist and leading UK lash technician, Francesca is trainer qualified, ‘Master’ certified and an expert in crafting eyelash extensions in the classic (1:1) and volume (x:1) techniques and delivers private accredited training courses in these disciplines.

Francesca bases herself in London but travels extensively as an international trainer whilst still overseeing a successful international training school for lash technicians, who want to provide outstanding lashwork, a professional product range and private salon. For more information www.lashbyfrancesca.co.uk.

Any further questions, please call us on 0203 371 3513 or email quinze@lashbyfrancesca.co.uk © LASH by Francesca – LASHacademy 41

A Lash Artists TOP annoying problems...

The following 3 problems were the top problems discussed on our lash forum. Can you identify with them?

Top 3 No Show Clients & Late Clients Clients with dirty lashes Backache All other problems are listed below...

Application Problems:

1) Extensions sticking to the tweezers.

2) Dropping Tweezers.

3) Lashes that are super challenging to lash.

You all know the ones I’m talking about: white, blonde or almost transparent in colour, twisted and wrapped all over each other; babies throughout; those weird, nearly invisible 2mm lashes that point downward; super-duper fine lashes, eyelids all folded in on themselves so that you have to tape them down the cheeks.

Those little baby lashes along the lid line that spring into my isolation space just as I get the lash extension attached and stick themselves to my extension.

Clients with curly lashes.

4) Watery eyes 5) Lashes not glued onto the backing strip and the beginning and the end of the strip.

6) When clients fall asleep but when their head drops to one side and you have to keep constantly moving it back in to position.

Adhesive Problems: 7) Knowing which adhesive to use for when?

8) Adhesive not drying quickly enough 42

9) Or adhesive drying too quickly then not sticking to lash.

10) Humidity control 11) Clogged adhesive tips

Client Problems:

12) No show clients. *See top 3 above* 13) Clients not listening to after care, putting mascara on the lashes or not removing make up before the appointment, even though you ask them to.

14) Clients twitching and moving, 15) Clients who talk during treatments or excessive talkers.

16) A client who does not respect the No Cell Phone rule.

17) The client who open’s her eyes when her phone is ringing and trying to sit up right as I’m getting ready to place a lash!

Or when client’s phone rings or they receive a text and ask me who is calling or what does this text say.

18) Late clients *See top 3 above* 19) I hate when clients don’t understand that lashing takes time!

20) Clients thinking you’re too expensive.

21) Getting their set somewhere else and expecting a regular re-lash price when they walk in your door with damaged lashes.

22) Clients who can’t understand that lashes shed naturally and I can’t control your shedding cycle 23) Clients who want to be your best friend and hang out and expect mates rates.

24) Telling clients to come in without ANY makeup. Ok, so they have tried their best to remove eyeliner and eyeshadow etc, but still come in smothered in freshly applied foundation and powder, which of course leaves a layer of dust all over their lash line too - and then me transferring that horrible orange colour foundation onto all my clean white surfaces as I use their forehead to support my hands.

25) Clients who aren’t entirely honest.

“I don’t use any mascara/ eyeliner etc” but the eyelashes are filthy.

26) Having an off day when you have back to back clients.

27) Clients that arrive early.

28) Clients that send you friend request on personal Facebook and then ask at their appointment if I have received it.

29) Also new clients that obviously contacted through the website email, couldn’t be bothered reading all the available info and ask for it all again, such as prices.

30) Clients asking for a last minute appointment when I say that an booked solid they say oh please, please, please, how’s that going to help ?

31) Texting me very late night on my only known day off ( Sunday) asking for availabilities if they can come in on Monday or Tuesday knowing I book out 3 weeks in advance.

32) Having a very user friendly online booking system and still having them text or call me to cancel or change appointments or just to ask when their next appt is.

33) Snoring and blowing in my face.

34) Dirty hair.

35) The women who twist and pull their lashes out with their extensions.

36) Clients asking “So, how are they looking?” throughout their treatment.

37) Asking questions you’ve answered a million times already (yes, I have children; they’re 18 & 19; yes, I had a nice weekend/ holiday/day off...).

38) Clients who book infill appointments but have 5 lashes left expecting them full again in infill slot and cost

Solutions:

Other:

Are you using a solution that works?

Please feel free to discuss and share on the Lash Inc Magazine Facebook group.

39) Being a lasher with human feelings.

40) The mornings you have to stay off coffee.

41) Backache

1) No show clients & late clients Have a deposit system in place.

Take a deposit for their next appointment when rebooking their infill.

Have an appointment reminder service, someone to call your clients a few days before then a text on the day or an automated text reminder service.

2) Clients with dirty lashes Charge a fee if clients attend with make up or remnants of make up. Send an automated email out to clients on lash cleansing before their appointment.

Explain to clients the longer you spend cleansing their lashes the less lashes they will get on so if they come fully prepared it will benefit them.

3) Back Ache With back ache, have a bed that has adjustable legs. So it’s on the tallest you can sit up straighter when doing lashes. Also get the client to turn there head when doing corners instead of you straining their neck. Or invest in a hydraulic bed.

A good ergonomic seat can do wonders for backache.

Take regular breaks, even if it’s just to stand up and stretch between clients. A back support can also help when lashing. Consult with a medical professional for back problems you might need to be referred to an osteopath or physiotherapist for advice.

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NEWS

Sugar Lash launch their tweezer roll $27 at www.sugarlashpro.com Holds up to 10 tweezers and can hold lengths up to 14cm.

Holds clean tweezers and keeps them covered until next use.

Russian Volume Online Training If you are an experienced classic lash artist you can now train in Russian volume lashes in the convenience of your own home.

The training is available from 14th July with full ongoing tutor support.

Visit www.lashmasteracademy.com

OneLine lashes from Get Beautiful lashes

Have 4 lengths of lashes laid out on a strip to make lashing easier and reduce wastage.

For details visit http://www.getbeautifullashes.com/

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NEWS

iLashWorks® iLashWorks® provides customized eyelash extension in two styles: Classic and Volume. Classic lash extensions are a one-to-one experience. This means our lash artists place one extension on each natural lash that can healthily support it. Volume is a much fuller look. This style has anywhere between 2-6 extensions on each natural lash that can healthily support it. The volume look creates a fan which accounts for the more voluptuous appearance. iLashAcademy™ also offers the finest professional lashing products available. All our professional products are available for sale to licensed lash artists. What ever the service or product, iLashWorks® prides itself on offering only the best. iLashWorks® just finished working with the local charity Runway to Hope. The organization supports pediatric cancer patients and their families.

Each year, iLashWorks® volunteers to help these kids feel fierce with exciting strip lashes and fun make-up. Once the girls are all dressed up, they go down the runway with a local celebrity and rock the stage. All the proceeds go to help the families of the children with pediatric cancer, including funding new programs and services to Central Florida patients. Runway to Hope is an inspiring organization that iLashWorks® is proud to support. www.ilashworks.com

The BBB Winner of Distinction prize in the Personal Services and Products category goes to NovaLash.

The awards ceremony was held at the Bayou City Event Center in Houston Texas.

The Mistress of Ceremony, Deborah Duncan of KHOU Channel 11, Houston presented the award.

BBB Awards for Excellence continues to recognize businesses and non-profits in the Greater Houston Area for their achievements and commitment to overall excellence and quality in the workplace.

Sophy Merszei, CEO, NovaLash commented: “We are thrilled to win this prestigious award. Quality does not just happen. It is the result of thoughtful ongoing concern, sincere effort and skillful execution of a talented team. I am very proud of my team at NovaLash.”

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Beauty 47

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BEAUTY EDIT MelVicMakeup Academy

Finally ‘MelVicMakeup Academy’ opens its doors by Director, Teacher and our in-house Beauty Editor Melanie Doyle. If you are looking for a new and exciting and lucrative career as a ‘Makeup Artist’ then look no further. At ‘MelVicMakeup Academy’ we want to help turn those dreams of fashion shoots, catwalk shows, film, television and freelance work into a reality with our educational courses you will learn the theory behind makeup artistry and you will take part with hands on practical training motivated by inspiring demonstrations from MelVicMakeup herself and other highly acclaimed and award winning makeup artists who work within the makeup artistry industry. The academy is based in Warrington and welcome all from surrounding areas as there is a great rail network with trains direct to Scotland and London from Warrington Bank Quay Station which is a short walk away and there is a local Premier Inn for those who need to stay over for longer courses, Melanie has also been out to venues to do training which is always an option if you cannot get to the academy.

The website is up and running at www.melvicmakeup.com and you can email Melanie regarding courses info@melvicmakeup.com with any enquires that you may have about any of the courses offered.

An interview with Melanie herself....

You’ve had an incredible year leading up to this new business venture - what have been your highlights?

My highlights would have to be, designing and picking out my new furniture for the MelVicMakeup Academy especially, the state of the art Hollywood mirrors from Illuminated Mirrors, I love those most of all! My other highlight would have to be working on Downton Abby series 6 and being able to take some of my students along for work experience opportunities, working on set of such a highly acclaimed drama is surreal!

And which element of your job do you most enjoy shows or shoots?

I really enjoy the creativity of photo-shoots where you can get really creative and introduce makeup styles that are so weird and wonderful, just the other day I was shooting with a Ian McManus a very talented and creative photographer and I mentioned I had eye blood and then the next minute we was changing the design and using the blood on set and got the most awesome shot! However working on live catwalk shows are great as they are busy and the atmosphere with the models backstage is electric everyone buzzing about to make sure timings are kept too, so I would say I enjoy both job’s for different reasons.

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Do you like creating really out-there looks, or do you prefer something classically beautiful?

I am a very creative artist and I truly love to let my imagination run wild so I would have to say creativity wins with me all the time, I have recently done a lot of shoots that have incorporated body art which is so much fun for both the model and the photographer as you really have to think outside the box to get the right shot that matches the artwork perfectly! I sometimes find it enjoyable, when you are doing a shoot where minimal work is required or a no makeup look as it has its own challenges for the makeup artists depending on the condition on the models skin and the lighting being used by the photographer or videographer.

What advice would you give to aspiring Make-Up Artists?

The advice I would give to anyone who wants to get along and be a successful makeup artist would be, ensure that you only do training courses that are accredited and nationally and internationally recognised as you will need accredited certificates for insurance purposes and for if you ever want to work abroad one day. Always check out your teachers credentials, don’t be afraid to ask what their industrial experience is, ask to see their portfolio and how can they help you gain work experience. I would also advise that you gain as much work experience shadowing professional artists or assisting where ever and whenever you can to help build your confidence, portfolio and these opportunities are always great networking opportunities.

What were your incentives and drives when deciding to start up the new Make-Up Academy?

My drive to open my own academy came from my experience working at Further Education Colleges, I loved working in state colleges but the restrictions on teaching and work experience was not right for the students learning experience. Many tutors that I worked alongside did not have real industry experience which frustrated me as they would teach from text books or YouTube which is fine to use alongside your teaching however I believe that teachers should ‘teach’ and so demonstrations should always be given as they are key to a students learning. In my opinion it is essential to work within an industry that you are teaching and to have enough experience to pass onto your learners and so I decided to open my own academy to ensure all my students that pass through my door receive up to date and inspiring lessons. In the MelVicMakeup Academy work experience opportunities will be offered when they become available and all teaching staff that teach at my academy will be industry professionals who are current and knowledgeable.

What are the various courses which will be on offer at the new academy?

The courses on offer will range from one day master courses for professionals or artists wanting to learn more and other workshops including skincare classes, teenage workshops to teaching women how 50

to use their own makeup in a professional way. I will also be offering short courses in special effects makeup, media, airbrush makeup, body art, fashion, lashes, brows, skincare and hair styling courses; some are accredited with VTCT who are recognised worldwide for their qualifications and others that are accredited through the Guild along with MelVicMakeup Certificates of attendance for workshops. During the month of September I will be offering Diplomas in Level 2 and Level 3 Makeup Artistry, each qualification will have many modules to learn ensuring that at the end of the course, providing you attend the classes and complete the work you will be a fully qualified VTCT makeup artist who can then embark on a career in fashion, TV, Bridal, retail or opening your own business, the opportunities are endless.

How will you aim to give students the relevant experience working in fashion shoots, catwalk shows, film, television etc?

I will continue to work freelance in the industry for the ADCreativ Team doing events for celebrity red carpet and other TV and film jobs where I will have the opportunity to take students for work experience and I will also be offering work experience at fashion events such as the events that Chic Networking host throughout the year. I also have many contacts in the industry whereby they contact me to ask if any of my students would like to attend events or TV jobs, and as those types of jobs become available, I will be emailing out potential work experience opportunities to all students past and present.

What makes MelVicMakeup Academy stand out from other educational make-up academies?

MelVicMakeup Academy will offer mostly accredited certificates, awards and Diplomas via VTCT an awarding body who accredit certificates so that they are insurable and recognised not only in

England but worldwide to allow students to fly anywhere in the world to achieve their career dreams.

The Academy has state of the art facilities and equipment in a cultural building offering an onsite bistro, art gallery and a kitchen area in the academy to be able to make a drink at break time which will ensure the atmosphere is relaxed and welcoming, the building is only a short walk away from Warrington town centre and two main train stations.

Students will have opportunities to use the academies products, books and machines giving them wider product knowledge and be able to try before they buy to help them build up a resourceful kit that will see them through their careers. The academy also has a photo shoot area where students can take photos of their work for their portfolios and photographers will use this area for student portfolio days, there will also be opportunities to go out on location shoots throughout the year with a variety of photographers.

Will you help students find work within different industries and if so how will you go about this?

Some of the courses include a business and CV workshop however not all courses include this unit so there will be an option to enrol onto a short business course with a finishing school that will help students in setting up their own companies and working as a freelancer. In the future the students will also have the option to sign up to the MelVicMakeup Agency where they will be sent regular emails about careers websites and tips and tricks for getting ahead in the industry and work opportunities.

What press coverage has your make-up artistry acquired over the years? E.g magazines with shoots you’ve done the make-up for?

I was in many trade magazines and newspapers last year when I won the ‘BABTAC Makeup Artist of the Year’ and the year before I won second place in the ‘Warpaint UK Fashion Professional MUA’ competition in London which was judged by Celebrity Makeup Artist Gary Cockrill and International photographer Alan Strut. My work has appeared in many journals and magazines such as TV choice, Inside Soap, Best, Vitality, MUI Magazine and Lashinc Journal which I write for as the Beauty Editor and the in-house makeup artist for some of the front cover images, I also create step by step photo-shoots for a variety of makeup brands for a feature in the journal always including my customised lashes to show readers how to get creative. My book ‘MelVicMakeup Artistry’ is currently being edited and will be published and available to buy very soon.

And lastly, what’s is in your own personal make-up bag I have Le Maq Pro concealor palette, CODE Beautiful mascara, Artdeco eyebrow powder and pencils, Illamasqua skin base, MAC blush, Bobbi Brown Shimmer brick along with my favourite skincare range Ark skincare which will be available at the Academy very soon.

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That’s why more than 15,000 people will tell you joining Associated Skin Care Professionals is the best business move they ever made.

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www.ascpskincare.com 52

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Business 54

2 important factors in your marketing plan.

Customer perception & how you are going to get noticed!

I don’t mean getting noticed, I mean getting NOTICED!!!

We want your business to be the talk of the town and in a great way.

The only way to make it BIG is to get your business noticed by CUSTOMERS / CLIENTS. How do you do this? How can you stand out from other Lash Artists in your area? Other salons offering a lash service?

PERCEPTION:

How do your clients see you? How do you want to be seen?

Do you want to be seen as the BIG fish in your industry or the little fish?

Do your clients think they can cancel anytime they want, that you will fit them in? Treat you like a ‘service’ provider only?

One of my personal mentoring clients recently hired a PA, well a VA to be accurate (Virtual Assistant). She gets her virtual assistant to respond to general emails, remind clients of appointments and send out marketing emails. All correspondence is signed....

Linda Gorman - PA to Frances Smith - Lash Master

VA’s can cost as little as $5 www.fiverr.com What other ways can you use to change how you are perceived?

STANDING OUT: 1) Get yourself into the MEDIA. Send your photos into Lash Inc and other magazines, write features on topics around your service.

Get copies of your published work, make a feature of them in your workplace, frame and hand on the wall, have press clipping in a folder, have digital copies on your website. Be the ROCK STAR lash artist of your area.

It is not that difficult to be featured. 1) Send in a photo of your best work to info@lashinc.eu 2) Follow up to see if it will be printed and when.

Also start contributing to your local newspaper, exposure is exposure!

Have something unique about your business to make it easy to be newsworthy, if you haven’t entered a business award or lash award then enter. Get your news out and stand out from the crowd.

2) Have strong branding, have your logo, your leaflets, your website, your salon look all tie in to your brand. Strong brands stand out and are likely to stay in business. If you are a mis-mash of different styles or have generic templates the same as other salons then change this.

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Lash Master Vol 2 Extract - Continued from page 13

was guaranteed to be of high standards. I set myself apart from the few others who were offering the treatment at the time by posting up Before and After photos of work which I did on actual clients and refused to use stock photos of lashes that you’d find on Google Images. I wanted to be truthful and honest to my clients that this was my actual work so that they’d know what to expect! Together with my son, Bradley, we came up with alluring names for the different lash styles on my menu.

BUILDING UP MY CLIENT BASE

Within a short space of time, my client base went from one client who was willing to part with her cash for me to carefully adorn her lashline, to a high number solely through word of mouth and my presence on Facebook! My first actual paying client, Lisa, emailed me from Dubai and said she had found me on Facebook. She was flying home shortly to visit her mom and wanted to treat herself to my luxurious treatment!

The next day after I styled her, her mom booked in! I can honestly say that through word of mouth primarily, that I have now built up my client base. I knew that I had to move my beauty bed out of my house and into a rented business premises when clients started travelling to me from over 2 hours away! I wanted Ms.DIVA Lash Studio to look as professional as possible and it wasn’t possible to do that at home for me as my boys were still small and needed caring for especially my son Cole who has Down Syndrome. I employed a live in au pair, handed in my notice at the opticians and made myself available from 9am-9pm, 6 days a week for my lash clients. I wanted to put my all into it in the first year of my business and then to set my diary to 8 hour days in the second year and to take on an assistant. The reason I named my business “Ms. DIVA – Master Lash Stylists” (plural) and not “Master Lash Stylist” (singular) is because I had a vision from the very beginning that I would 56

train a number of stylists and have an umbrella of technicians working under my name in various locations around Ireland.

MOVING THE BUSINESS OUT OF HOME

A calming holistic centre was the first location for my salon. I rented a small room and styled it to emulate a luxurious leopard print and gold adorned French Style Boudoir, where clients lie down on extremely comfortable beauty beds for the duration and drift off asleep while listening to relaxing, soothing music. Many comment how therapeutic and good for the soul the treatment is! It suits women of all ages and creates an eye lift of sorts! Many clients feel that they are a prettier version of themselves, more confident and more relaxed after their session. They liken us stylists to counselors at times and offload their worries at times to us and overall feel it’s not only good for their sense of style but also for their wellbeing that they continue to book in every three weeks. I have made many solid friends through my clients who I look forward to seeing every 3 weeks. A special thanks to Siobhan, Janice, Kim, Elaine, Yvonne, Martina, Katie, Helena, Donna, Amy, Gillian, Louise, Jennifer, Susan, Chloe, Sarah, Sead, Criona, Annette, Annemarie, and too many others to mention who have been with me from the very beginning and are still willing to be styled by me, five years on. Thank you for always believing in me and on the flip side parting with your cash to help pay the rent! ha ha!!

WHAT I HAVE GROWN MY BUSINESS INTO

Five years on, I employ two staff, have moved to a slightly bigger

treatment room and am now making plans to open up the first ever exclusive Lash Spa in Ireland! (unless someone else reads this and does it first! ha ha!) I am proud to have had launched an Eyelash Extension Academy with my friend and extremely talented London Lash Artist Loretta Jasilionyte. Both Loretta and I have the exact same nourishing, caring approach to training students. She has now become an International Master Trainer, travelling around the globe! I am so very proud of her!!! Students travel from nationwide to me (I offer 1:1 mentoring courses and also group courses in Foundation, Master Level, Improvement Courses and Russian Volume). I started to get enquiries from students abroad who have heard of my name, which was very exciting indeed! My first international training took place in Miami, USA. A few of my students have opened up their own busy Lash Studios, thus slowly but surely making eyelash extensions a more available treatment to get. It makes me shed tears of joy to know that my training has helped others to make a decent wage for themselves. My courses are not oneday only. I liken myself as being a mentor and offer continuous support to my students. I have a very passionate objective of supporting other lash artists, even those who haven’t been trained by me, and I feel very strongly about networking and co-operating with each other to keep the standard of eyelash extensions at its highest level. On Facebook, I

have created a secret lash group called “Connecting Irish Lash Artists” where members can feel like they are part of a supportive online lash community. More often than not, we have a laugh on it. Two of my students Ruth and Vicki have the most wicked sense of humor and keep us all entertained on it! I know what it’s like to feel like a person who is at their lowest ebb, who wants to make their way in life. I am thankful to have met so many wonderful colleagues and have very supportive family and friends in my life to have helped me to accomplish my dreams so far. My beautiful, strong mommy Anne and sister Natasha have been my rock throughout it all! I just want to do the same for others and to empower and inspire other women. I consider myself to be a very approachable, generous, sharing, caring person and welcome any email, text, Facebook Message , Viber or phonecall from anyone in the world who wants to reach out to me to help me with a lash problem or query that they are struggling with.

The key is to surround yourself with other positive people in your life and to let go of anyone who wants to keep you down and who you feel is strangling your dreams. If you are dealt with something bad in life, it’s the way that you pick yourself back up that matters! Try not to crawl into a hole and hide away because it will become increasingly difficult to climb back out of it as the time goes on. Try and build your strength up and be brave and make the leap of faith to achieve whatever you want to in life. Be brave! Enjoy life’s journey. It doesn’t really matter whether you actually succeed or fail in whatever you are trying to accomplish once the adventurous journey that you are on RIGHT NOW feels right in your gut and that what you are doing makes you feel whole, fulfilled and happy. Don’t just exist from day to day. The world is your oyster.

Never let go of your dreams. Feel alive and live!

MY FUTURE GOALS

I am currently about to open up an exclusive Lash Spa in my home town in Cork and am also in the process of working towards opening other branches and placing my best students there. I am currently working on creating my own-brand products to sell on to my students and clients, having started off the line at launching “Ms.DIVA’s Super Sonic Glue” just recently and am actively partaking in other projects like being filmed for an Eyelash Extension DVD in Glasgow and writing a few books. I have a strong objective of supporting other lash artists and feel very strongly about networking and co-operating with each other in order to keep the standards of eyelash extensions at their highest! I approached the inspiring entrepreneur Louise Prunty, if I could run an Irish version of a magazine which she created. She has a successful Magazine “Lash Inc” totally dedicated to the eyelash industry and which is distributed worldwide. Lash Inc Ireland is my chance to give this industry in Ireland the boost that it deserves now that there are many, many extremely talented lash artists here!

I constantly have other business ideas that are whirring around in my head and sometimes wake up in the middle of the night with a really cool idea that I have to write down straight away in order for me to go back to sleep. I can safely say that I am married to my lash career!!! I think that my ultimate goal would be to own a branch of Ms.DIVA – Master Lash Stylists, in a warm, sunny country and to train students and style clients there seasonally, but not so many that I wouldn’t be able to enjoy balming out on a relaxed tropical beach! I am mixed race Irish/Caribbean. My handsome late daddy was from Trinidad in the West Indies. Perhaps that’s where I will end up opening up my international headquarters one day and bringing my mommy and sons there on adventurous holidays! Wouldn’t that be bliss

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Fire Your Customers!

Have you heard of the Pareto Principle? If not and you want to improve your business then read on...

“The Pareto Principle known as the 80/20 rule states that, for many events, roughly 80% of the effects come from 20% of the causes.”

So what does that mean to me?

This principle was derived by the Italian economist Vilfredo Pareto. Pareto observed in 1906 that 20% of the population in Italy owned 80% of the land. Also, Pareto noticed that 20% of the pea pods in his garden contained 80% of the peas. Land and Pea Pods are not the only things where this principle holds true.

In fact the 80/20 principle applies to just about everything! Yes, 80% of your business revenue comes from around 20% of your customers.

You will use 20% of your shoe collection, 80% of the time. 20% of your carpets get 80% of the wear. Businesses usually spend 80% of their time dealing with 20% of their customers.

20% of people in a country will generate

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80% of the wealth. 20% of bills take up 80% of costs (Mortgage/Rent, Car), 80% of the problems with employees come from 20% of your employees.

As you can see the principle applies to both businesses and personal life. It is not 100% accurate of course but it is a good rule of thumb, so how can I apply this knowledge to my business?

So if you think ... 80% of your customer list are not regular customers only around 20% of your customers come from this list.

Also the worst 20% of your customers give you 80% of your headaches.

Imagine this... when your worst 20% of customers are gone, how it will give you 80% more time to look for customers just like your top 20%. Now wouldn’t that change your business?

Fire Your Customers Implementation Part 1 efforts on your top 20%,

Focus your

the customers who do the most business with you. These are the customers who deserve your time and attention, as they are the customers who put food on your table and a roof over your head.

Implementation Part 2 (For the brave - Fire Them!)

Identify the worst 20% of your customers and politely say to them that you can no longer serve them. You can be polite about it and you might want to point them in the direction of your competitors. In the past I have said..

I am very sorry I can no longer fit you in for appointments, due to overwhelming demand we can only serve regular customers who have a good appointment attendance. Or something that feels right to you.

Now I know that 20% of the people who read this will take some action and 80% will not. Could you fire your bad clients?

Achieving Business Success with Steve Jobs’ Lessons Starting your own business as an entrepreneur can be a daunting task, and it’s easy to feel overwhelmed at the time you should be excited for the new venture ahead of you. Even after your start-up business found its legs, staying positive can be difficult at times with all of the tasks that you still have to face, especially with developing a professional branding image that will continue to bring you to the next level of success.

However, there are some advices offered by Steve Jobs, the developer of Apple that can be taken to heart and applied to the aspects of your personal and professional life to help

you achieve success in everything that you do. Developing marketing strategies, learning to innovate with the changing times, and reaching out to customers can become easier for you to master and attain business success.

Before Steve Jobs become one of the pioneering innovators for Apple, he was just a regular person with a dream of his own to develop a new kind of computer for customers to use. One of the key lessons he brought with him throughout his life was to accentuate the positive, no matter how small or insignificant it may seem at the time. Even when things don’t go exactly the way you planned, instead

of focusing on the mistakes, take the time to see it as more of a learning experience and how it can be used to improve on something else in the future. Business success is always about adaptation, so it’s better to come away with a better understanding of how to make improvements than to remain stagnant, focusing on what went wrong.

Many people are tempted to innovate new ideas on their own, believing that it provides them with all of the control that they need so that mistakes can be avoided in the future.

However, this is one of the biggest mistakes an entrepreneur could ever make. Creativity 59

cannot be developed in a vacuum, and the tricks of the trade aren’t something you can find in a textbook. Learn from others in order to discover how the field of your business works, which ventures have been accomplished and succeeded (or failed!), and which strategies seem to draw out the best responses. Learning from other people tends to make some entrepreneurs feel uneasy, believing that they’re merely copying from others, but everyone who starts up their own business needs a foundation to work off.

When it comes down to it, many entrepreneurs have started up their own businesses for the pursuit of money. This may work for some, but it shouldn’t be the end-all of why you get into the field of developing ideas and learning to innovate in order to fill your own pockets. It can be easy to value money, but valuing people is a lot more rewarding. Finding people who have the same passion for what you’re trying to accomplish with your business can actually nurture and inspire motivation and creativity in the workplace. And on the off-chance that you end up with no money at the end of the day, the people will still be there to support you when you need it.

When developing a branding campaign, there is always a need to focus. It can be easy to look at the market and want to employ every single strategy that has proven to be successful in the past. However, creating such a jumble of techniques can actually work to your detriment. You don’t want to spread yourself out too thin in trying to accomplish everything before you. The majority of the business success of Apple was because Jobs knew how to focus. On their annual retreats, he would take his employees into a room and create a list of the top ten things they should be doing in the upcoming year, and then only use the top three ideas. Using such a method forced them to dedicate all their time and effort into perfecting and developing ideas to innovate to keep them ahead of their competitors.

Being able to focus also makes things much simpler. The secret to business success knows what works, and what doesn’t work is throwing everything out there at once for your customers to try and sort things out for themselves. Eliminate the unnecessary in order to reduce things down to the most basic components. Not only does this make it more attractive for customers to use by providing what they need in its most simplest form, but it also provide an aesthetic quality that could not be achieved by adding more bells and whistles to the mix. Simplifying also reduces the number of problems that may arise in the 60

future, and can make it easier to innovate: the “less” there was, the more easily it could be adapted to new situations and ideas.

If you do find your business falling behind on the curve behind the rest of the market, it can be easy to despair and want to give up.

However, there are other ways to innovate to leapfrog yourself back to the head of the pack. When Apple first made their iMac, they provided an easy way for users to handle their files, but they missed out on giving them access to storing music. The CD drive was incapable of burning CDs or ripping the files to one’s computer for personal use.

However, instead of letting this affect the way they developed their technology, they jumped ahead of everyone else and created a separate, integrated system that has changed the music

industry forever. Their ideas brought about the innovation of the iPod and iTunes, allowing people to buy whichever songs they wanted and carry their music with them everywhere.

Branding one’s image doesn’t mean giving up on the integrity of one’s own products and services in order to achieve an end goal. It means having to adapt, to know when to cut one’s losses and focus on a new innovation, and to evolve one’s methods with the changing times in order to stay ahead of one’s competitors. The concept of business success is more than just making more money than everyone else; it’s about creating a professional image that your customers can rely on when they need it. Take it from the man who has made Apple what it is today.

The following training academies and individuals are accredited by Lash Inc. Their training courses and qualifications meet all requirements for approval by our organisation.

United Kingdom & Ireland Accredited Training Providers.

Institute of Eyelash Excellence

England:

25 Hillview Road, Canterbury,Kent, ct2 8ey www.eyelashextensiontraining.co.uk

Love My Lashes

Francesca Middleton

Sue Winter 7 Bremen Grove, Shenley Brook End, Milton Keynes MK5 7FJ mklashes@gmail.com

Flirties

Unit 2, Tarlair Business Park Tarlair Way, Macduff AB44 1RU www.flirties.co.uk 0845 022 22 33

East Anglian Beauty Training maureen@eabt.co.uk www.eabt.co.uk

Hello Gorgeous (Kent) www.eyelashacademy.co.uk eyelashacademy@gmail.com

LASHacademy Training & Products Contact: rachel@lashbyfrancesca.co.uk Web: www.lashbyfrancesca.co.uk Scotland:

Caledonian Therapy Academy 7 Newton Place Glasgow G3 7PR www.ctacademy.co.uk Tel: 01423329251

Flirties

Unit 2, Tarlair Business Park Tarlair Way, Macduff AB44 1RU www.flirties.co.uk 0845 022 22 33

Ireland:

Monika Wojtysiak

DeviLash Lash extensions Atelier & Training Centre.

16/1 8 William Street Galway Ireland devilashireland@gmail.com United States Of America Accredited Training Providers.

Benita Lash Studio

18321 W. Lake Houston Pkwy Suite 305 Humble, TX 77346 benitaramos@outlook.com

Amy Young

Love Those Lashes LLC http://nomascara.com http://lovethoselashes.blogspot.com Tel: 513.280.6550

Lucy Argent

LA Lash Academy 137 Bay Street #8, Santa Monica, CA 90405, United States Phone:+1 424-200-8278

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Canada Accredited Training Providers.

South Africa Accredited Training Providers.

Worldwide Accredited Training Providers.

Sugarlash Academy of Lash Artistry

Lesley-ann Altree

Deluxe Lashes International Aleksandra Maniuse +37060922922 info@deluxelashes.lt www.deluxelashes.lt www.deluxe-lashes.com

Courtney Buhler www.sugarlashpro.com info@sweetsugarlashes.com 587.982.5274

Jessi Love

Lash Line Academy & Supplies 5317 Crabapple Loop Edmonton, Alberta T6X 1S5 Canada http://www.l-lashbar.com/

Australia & New Zealand Accredited Training Providers.

Komao

Kerrie Ann Ditz

Sugarlash Academy of Lash Artistry Melena Langford www.sugarlashpro.com info@sweetsugarlashes.com

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Luscious Lashes International 6 Hutchinson Ave, Table View, 7441 South Africa Tel: + 27 21 557 5279 www.eyelashextensions.co.za lushlashes@iafrica.com

Adele Sutton Training 72 Steve Biko str Jubilee Square Potchefstroom North West South Africa www.adelesutton.com info@adelesutton.com +27 763119011

TRAINING Directory UK and Ireland

Ireland Ms Diva Training Cork & Dublin Web: http://www.msdiva.ie/ Contact: Aoife@msdiva.ie 0870 991 991

LASHacademy Training & Products

Products The LASHacademy supply products that are of the highest quality and most affordable to professional lash technicians. We ship worldwide.

Tel-1-818-970-7151 Email-Sinfullashes@gmail.com www.sinfullashes.com

Michelle Ryan

Michelle@flirties.co.uk 07825924920 www.flirties.co.uk www.stalhambeauty.co.uk

Frankie Widdows

Contact: eyelash.extension.kent@gmail.com 07714 638405 Web: www.eyelashextensiontraining.co.uk Master lash artist Frankie Widdows is head trainer at the Institute of Eyelash Excellence. She provides outstanding training from foundation level through to advanced lash techniques and Russian volume eyelash extensions.

She also provides continued online support and tutorials as well as 24/7 access to her for the rest of your lash career.

Training Dates: Ongoing

Sinful Lashes Luxury Products and Quality Training.

-Luxury products at competitive prices.

Featuring our Red Ruby Volume Adhesive.

-Quality, in-depth training located in Los Angeles. We also travel the US bringing our Classic and Volume training to you.

Contact: rachel@lashbyfrancesca.co.uk Web: www.lashbyfrancesca.co.uk

Training Dates: Ongoing

USA

Michelle Ryan is an experienced and passionate lash technician who has a wealth of knowledge that she loves to share with her students. As a trainer for Flirties, she constantly strives to improve the standard of eyelash extensions across the board.

Being a busy therapist herself gives Michelle the ability to support students not just with training but to also offer help and advice in other areas of setting up and running a business.

Luxe Lash Academy

Vancouver, British Columbia (Canada) Classic and Volume Certification Advanced Volume Techniques Re-Certification & Refresher Courses

ph. 778-808-5572 leslie@luxelashstudio.ca http://www.luxelashstudio.ca http://www.facebook.com/luxeacademy

List in our training directory for

ÂŁ50 GBP per quarter or $80 USD

Email: info@lashinc.eu to be included in our next issue.

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SUPPLIER Directory USA & Canada

Boutique Lash Company

Training Academy and Professional Products

SkynLash Academy

Training Courses Continuing Education at it’s Finest Skype Training Available Basic Lashes to Advanced Volume Lashcoat & Lashbrow Training SkynLash Shop for the Finest Lash Supplies www.skinlashstudio.com info@skinlashstudio.com 732-618-2096 NJ USA

www.boutiqueLASHcompany.com Contact Phone Number: (780) 266-3875 Email Address: admin@boutiquelash.com

Sugar Lash

Sweet Lash

Eyelash extension & training provider

www.sweetlash.com info@sweetlash.com 377 Marshall Way N #1 Layton, UT 84041

www.sweetsugarlashes.com www.facebook.com/sugarlashPRO

Novalash

http://www.novalash.com/ contact@novalash.com 1-866-430-1261

Lash Affair by J.Paris

www.LashAffair.com info@lashaffair.com 1.800.608.2420 We sell Luxury Lash Extension Products & Global Certifications We ship and train globally as well.

RevitaLash® Cosmetics cservice@revitalash.com www.revitalash.com

Angel Eyelashes Eyelash Supplier to Professionals www.angeleyelashes.com info@angeleyelashes.com 64

Sinful Lashes Luxury Products and Quality Training.

Tel-1-818-970-7151 Email-Sinfullashes@gmail.com www.sinfullashes.com -Luxury products at competitive prices.

Featuring our Red Ruby Volume Adhesive.

-Quality, in-depth training located in Los Angeles. We also travel the US bringing our Classic and Volume training to you.

United Kingdom Flirties

BeautyTrix Tel. 0845 022 2233 www.beautytrix.me

Lash Perfect

UK / Europe

Novalash http://www.novalash.com/uk/ CONTACT@NOVALASH.COM +44(0)1273 862399

0208 500 9028 info@lashperfect.co.uk www.lashperfect.co.uk

- Professional and accredited training available from expert trainers at competitive prices throughout the UK. - Internationally renowned and available worldwide through over 30 overseas distributors

Nouveau Lash

UK/Ireland

http://www.elitelash.co.uk/ Elite Lash Academy Mall Road Monaghan Ireland Tel: +3534772580 +353868593699 Email: santa.jodka@gmail.com

Nouveau Beauty Group http://www.nouveaubeautygroup.com/

VZ Hair and Glamour Ltd

Tel: 0844 8016820

My Beautiful Eyes

Mylash, Myscara, Mybrows http://www.mybeautifuleyes.eu/ sales@beautyinnovator.co.uk

Golden Eyelashes Ltd.

We supply high quality eyelash extension and accessories. www.golden-eyelashes.com goldeneyelashesinfo@gmail.com 07522168750

International Distributor - Affordable Beauty Supplies T: +44 (0)755 492 5551 E: info@vzhairandglamour.com W: www.vzhairandglamour.com • Professional LashBlack 3 Week Semi Permanent Mascara: Made in England & EU Certified • Eyelash Extension Medical Grade Glues made in England – Ultra Diamond Pro: fast drying - Senses for Sensitive eyes: low vapour odour, perfect for trainers and beginners • Individual Mink Eyelashes 100% Real Siberian Handmade Lashes

LASHacademy Training & Products

Contact: rachel@lashbyfrancesca.co.uk Web: www.lashbyfrancesca.co.uk Products The LASHacademy supply products that are of the highest quality and most affordable to professional lash technicians. We ship worldwide.

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Bulgaria

South Africa

EBC LIMITED LTD.

26, Prilep str., Fl. 1, Ap.1 VARNA 9000 - BULGARIA Phone BG : +359 52604073 Our website : www.ebcstore.com Email: mimi@ebcstore.com

The Lash Collection

http://www.thelashcollection.co.za/ info@thelashcollection.co.za

European Beauty Concept (EBC Limited) is a lead manufacturer of high quality professional eyelash extensions and Permanent Makeup supplies.

Luscious Lashes International

Netherlands

http://www.eyelashextensions.co.za/ Email: lushlashes@iafrica.com +27 (0) 72 338 7000

PremierLash - designer lashes™ Lash eXtend

Tel: 033-4450323 E-mail: info@lashextend.nl www.lashextend.nl / www.lashextend.be

www.premierlash.com scott@premierlash.com Toll Free US & Canada +1 877 366 5274 Local & International +1 801 463 4868 International Calling Code 00+1

www.eyeluvlashes.co.uk 66

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