NSIDE MAY.JUNE 2012
ALL IN THE FAMILY CARMACK CONCEPTS
WHEN SCIENCE MEETS ARTISTRY ELLUMINIZE
The Champion LEE LEFFINGWELL
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NSIDE
nsidethisissue may/june 2012
NSIDE Austin Business Magazine May/June 2012
CO-PUBLISHER Angela Strickland
EDITOR
Erin O’Brien
creative director Elisa Giordano
account executive Mandy McFarland
contributing writers
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cover story | carmack concepts Following their dream of growth and ownership, brothers Brad, Chad and Wes Womack and Jason Carrier have worked hard over the past decade to build their hospitality empire. And fun-loving Austinites are reaping the benefits.
Rachel Brock Rachel Brownlow Margaret Farris Suzanne Vernau Feezel Kyle Jerome Jody Joseph Marmel Erin Rodriguez Sharon Schweitzer
PHOTOGRAPHY
Steve Dement De Ann Hoeft Margaret Licarione Jai Mayhew
editorial intern Desiree Johnson
16 profile Lee Leffingwell
The Capitol City mayor has served as a champion for the small business owner since his election in 2009, always working to make Austin better and keep it at the top of the charts.
20 profile Elluminize
Ize Calina provides her clients with the perfect blend of science and artistry at this eyelash extension boutique, which is quickly gaining popularity as one of the city’s premier businesses for cosmetic enhancement services.
departments 06 22 24 26 28
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feature dine etiquette fashion recreation
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NSIDE is a proud member of the Austin Chamber of Commerce.
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www.getnside.com For advertising and/or editorial information, please call 512.506.1248 or email adminatx@getnside.com.
NSIDE Publications Austin • San Antonio • Corpus Christi Copyright © by NSIDE Magazine Inc. All rights reserved. Reproduction without the expressed written permission of the publisher is prohibited.
co-publisher’s note
Austin is a city full of entrepreneurs and small businesses, and we at NSIDE Austin are happy to be part of this thriving community. In this issue, we are so proud to bring together Mayor Lee Leffingwell with small business owners for a very productive and exciting roundtable. We are also honored to feature one of our local success stories: the Womack brothers and Jason Carrier of Carmack Concepts, who have changed the nightlife scene in Austin over the past decade through their values of hard work combined with a forward vision. On our medical side, we have Drs. Emery Dilling and Jeffrey Apple of VeinSolutions, who are leading innovators in their field. On behalf of the NSIDE team and all who have put their hard work and time into putting this issue together, I hope you enjoy it! I also want to thank all Austinites for thinking outside the box. This makes our city unique. It also shows that we are making a difference in the worlds of business, medicine and social networking. Together, we can do anything. The articles in this issue share those endless visions. From the mayor, whom we admire and to whom are very grateful for all of his work to help Austin grow in a positive direction, to all of the small business owners who make Austin a “must see” on the vacation lists of millions of Americans, NSIDE is honored to be part of the team. We are also here to help spread the word for all of you. Our medical community is one of the best in the nation. The physicians interviewed tell their success stories and help us understand the strong ties throughout all areas of medicine in our city. Reading these stories provides proof of our innovative techniques and guides us through a virtual tour of what they are doing to keep Austin one of the healthiest cities on the map. Keep up the great work because you make our lives a lot stronger as we learn more of what Austin is all about. While “Keep Austin Weird” is a statement we stand behind, we also support our unified community that has no boundaries. We truly can do anything in Austin to improve our quality of life in every aspect. Enjoy this issue and remember: You are part of what makes Austin an amazing city and an example for other cities to follow. Angela Strickland ›› Co-Publisher
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Common Scams Targeted at Businesses Business owners should use just as much diligence with their money and personal information as individuals. By Erin Rodriguez A former Better Business Bureau (BBB) president received a fax promising to reduce credit card debt, collections, unsecured debt and tax obligations. Suspicious of the fax, he took it to his local BBB for review. The document contained a fake check and the seal of a government agency that no longer exists. The trained eyes at BBB immediately recognized it as a scam. However, not all scams are obvious, especially those targeted at businesses. Scammers can easily find information about your business that will make their claims seem more legitimate. Businesses can avoid falling victim to this and other types of scams by using the same tactics as individuals. Research any unsolicited offers; do not pay fees or shipping charges up front; and visit bbb. org to ensure any business-to-business dealings are legitimate. Here are some common schemes to watch out for:
Advance fee loans
Scammers may offer your business a loan to help
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cover previous debt or an expansion. The interest rate is low, and the amount will more than cover your needs. All you have to do is send the bank a small fee, and it will disburse your money immediately. Such loans are illegal and generally a scam. Once you send in the fee, the crooks disappear with your money, and you never see a dime of the loan.
Prepaid shipping charges
Scammers call businesses to order large specialty items, giving a credit card number that initially checks out. In order to seal the deal, the caller asks the business to cover the charge of shipping the bulky items. Happy to help out a customer, the business owner complies and sends the money, only to find out later the credit card the customer used was stolen and the scammer has disappeared.
Charging for free services
BBB recently discovered an online service offering conflict resolution for a fee – a service BBB offers completely free of charge. Do your research before hiring an outside firm to help with everyday problems. Make sure there are no government or
BBB programs that may offer the same services for much less or even free.
Overpayment
A customer orders a big-ticket item and sends in a check to pay for it, only the check is several hundred dollars more than the price of the item. The honest businessman sends the item, along with a reimbursement for the difference, only to see the check bounce several weeks later. Especially when dealing with first-time customers, wait for any checks to clear your bank before shipping an item or offering a refund.
BBB’s mission is to be the leader in advancing marketplace trust. BBB accomplishes this mission by creating a community of trustworthy businesses, setting standards for marketplace trust, encouraging and supporting best practices, celebrating marketplace role models and denouncing substandard marketplace behavior. For more information, please contact Erin Rodriguez, media/PR coordinator for BBB, at 512-2062823.
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Maximizing Marketing Dollars
Upbeat Marketing recommends some cost-effective marketing tactics to help small businesses stay at the top of their game. by Suzanne Vernau Feezel photography by steve dement
Austin is bursting with startups and small companies and continues to prove itself as one of the best places to start a business. The entrepreneurial spirit is further fueled by the vast availability of resources for small business owners. At Upbeat Marketing, we’ve had the pleasure of working with companies at different stages of growth and particularly enjoy helping small businesses grow and flourish in the local market. The limitations of tight budgets and busy schedules are inevitably present, but what entrepreneurs lack in time and money, they make up for in tenacity and enthusiasm. In our experience, the following grassroots tactics are crucial to any small business marketing plan and have proven successful for maximizing marketing dollars:
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• Public relations: Get to know your local reporters and continue to stay in front of the media. New product launches, new partnerships, anniversaries, relocations and special promotions are all important to communicate. Free resources such as HARO (Help a Reporter Out) also provide a direct link between reporters looking for stories and business owners seeking attention. • Google AdWords Express: This tool offers a great starting point for pay-per-click advertising by boosting your location listing on Google Maps. Your business will appear with a blue pin on the map, and it will appear above the organic location listings, which is especially impactful for businesses with retail locations. Effective budgets can begin as low as $50 to $100 per month. Before you get started, be sure to claim your Google profile and optimize your listing with your address, phone number, hours of
operation, bio, website, pictures and videos. • Networking: We encourage clients to network both within their industry and outside of their industry. Begin with a clear objective and goal for every networking event. Prepare your pitch ahead of time and be strategic in your conversations. However, don’t forget to ask questions and learn from your fellow networkers. Once partnerships develop, leverage your resources through cross-promotion and co-branding. • Social media: Not only is social media one of the most cost-effective tools available to small businesses, it allows you to broaden your audience and expand your reach within seconds. Understand the importance of engaging your audience by crossmentioning and re-tweeting or sharing messages, and remember that these are not just tools for selfpromotion. We also suggest a dedicated staff member with a commitment to frequent and consistent updates. • Advertising: When the budget allows for advertising, remember that frequency is key. Identify the most appropriate media outlet for reaching your target audience and consider a minimum of six months or six issues before making a commitment to advertise. Customers often need to interact with your brand four to six times before they develop trust and take action. • Content, content, content: Learn to establish yourself as an expert by creating content surrounding your products and services. Blogs are dynamic tools for adding content, videos and pictures of your latest endeavors. Content will also come in handy for boosting your rankings with search engines, highlighting your company as the authority on your product or service for search engine spiders. We recommend a landing page for each specific product or service, as well as the strategic placement of keywords within your website. • Online reviews: Don’t discount the power of customer testimonials. Studies show that buyers are more likely to listen to what their peers say about your products or services than what you claim yourself. Encourage your customers to leave reviews on sites like Yelp and make it easy for them by adding website links and QR codes to your marketing collateral. No matter your stage of growth or size of business, we urge you to dig in your heels and take advantage of these cost-effective marketing tactics. We wish you the very best of success. Founder Suzanne Vernau Feezel and Senior Account Manager Sarah Holick are the leading ladies at Upbeat Marketing, rounded out by their team of specialists in marketing strategy, graphic design, online marketing, social media and public relations. Learn more at www. upbeatmarketingaustin.com.
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All Things Beautiful Gay “Sugar” Isber incorporates her fun and fearless personality into her striking designs at The Secret World of Gay Isber and Her Sugar Factory. special to nside
“It’s all about the sparkle, baby,” says Gay “Sugar” Isber, owner of The Secret World of Gay Isber and Her Sugar Factory. A quick glance around her studio quickly affirms her sentiment. Various semi-precious gems, Swarovski crystals, fossils, vintage beads and chains are gracefully strewn across her workspace table, waiting to be crafted. Pinned and layered on the adjacent walls, her designs are both bold and unashamedly unique. The Sugar Factory is a celebration of all things beautiful. In addition to showcasing her jewelry, Isber’s artwork and handmade chandeliers adorn the studio. Isber has divided her 3,000-square-foot studio and store to create a haven of retailers, which include Ensemble: Austin Indie Designers, Haute Cakes Couture Desserts and Holly B. Photography. Together, these vendors graciously offer their space
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to host events and support local businesses. Isber’s career is as unique and multifaceted as her designs. Building upon her love of art while attending a core art class in clay at Texas Christian University, Isber began to pursue painting after moving from Texas to Canada. While competing in a prestigious art show in Canada, Isber decided to create necklaces to accompany her work. She proceeded to commission an unlikely vendor to source the necessary glass loops. Unfortunately, the product she received was incorrect and unable to be incorporated in the necklaces. Instead, she recycled the glass loops by integrating them into a stunning bracelet. The bracelet served a pivotal role in Isber’s career, landing her a meeting with the international marketing director for H&M. Isber was hired by Procter & Gamble to create 9,000 necklaces for an
upcoming Cover Girl event. Her designs can be found both on the runway and in magazines, including Harper’s Bazaar. Most notably, her clients include Lady Gaga, Martha Stewart and Catherine, Duchess of Cambridge. Isber is currently in the process of creating pieces for “The Hunger Games” trilogy and a Playboy photo shoot, in addition to launching a Kickstarter relating to an upcoming project in Nicaragua. The Sugar Factory is truly an extension of Isber, as it is both fun and fearless. As Isber’s evident passion is reflected in her ever-evolving career, it is inevitable that Austinites will embrace her vibrant work.
The Sugar Factory is located at 1800 West Koenig Lane in Austin. For more information, visit www.gayisber. com.
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O Brothers, Where Aren’t Thou? The four partners of Carmack Concepts are practically everywhere on 6th Street, armed with unlimited creative vision and plans for expansion. by Rachel Brock photography by de ann hoeft
The downtown Austin bar industry has made a few headlines of late. And not in a good way. But if you have preconceived notions of shady characters, shot bars, drunken college students or reality TV, check them at the door. Austin-based Carmack Concepts is the collaborative effort of brothers Brad, Chad and Wes Womack and Jason Carrier, four men who have spent the past decade steadily building a hospitality empire based on some fairly antiquated principles: loyalty, hard work and fiscal responsibility. It’s 4 p.m. on a Tuesday, and I sit at a table in the cool, dark back corner of The Dogwood, a West 6th Street bar that, much like the owners, has an understated style and not an ounce of pretense. Before this point, I had never met any of these men, although I’ll admit Brad does look a bit familiar. Our conversations range from the upcoming birth of Jason’s first child to the 10-mile run Wes tweeted about earlier in the day – likely the polar opposite of what one might expect from five characters hunkered down in the back of a bar this time of the day. I ask about the history of the business, friendship, challenges and success. “I can’t imagine too many groups that could function like we do,” Wes explains. “We (as brothers) always enjoying hanging out, working, playing together, and Jason just fell in with the same mindset. We … ultimately have the same taste, direction and drive.” Immediately I sense that there’s a conspicuous absence of ego with this group. They pointedly explain that none of their ventures were funded by family money and everything came from what could be earned or borrowed and responsibly repaid. Each logged time working behind a bar – even once they owned the bars. What drew this group together (beyond genetics and good times) was a shared ambition for something more substantial – the vision of growth and ownership. So when a fortunate turn of events opened the door to assume the lease of a defunct bar operation 10 years ago, there NSIDE AUSTIN BUSINESS
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The partners give a great deal of credit to the loyalty Austin shows to local business, and they make a conscious effort to return the favor by patronizing other bars, restaurants and clothing stores. was no hesitation. All four were on board. What little money they had went toward a coat of fresh paint, a few TVs and most significantly, a branding and logo overhaul used to define what would become the image for the Chuggin’ Monkey. And it worked. “We were unbelievably fortunate to get some unusual opportunities when Austin wasn’t booming like it is now,” Wes says. “It would be very difficult for four guys like us who had so little to get the same opportunities today.” “And,” adds Brad, shaking his head with a chuckle, “I just don’t know if any other city (than Austin) would embrace a bar called Chuggin’ Monkey.” With the initial taste of success, they could have hit pause and simply coasted on the newfound joy of income beyond tips. But this group had already set an aggressive goal to buy five bars in five years. The strategy was straightforward and simple: long hours, extremely hard work, personal sacrifice and a disciplined financial plan. By design, one year later, they bought the Dizzy Rooster. Suffice it to say that the five-in-five goal was met and then some. In addition to the Chuggin’ Monkey and the Dizzy Rooster, the partners currently own and operate Molotov and The Dogwood, both located on the “grownup” west end of 6th. But through the years, Carmack Concepts has also had a hand in 607, The Velvet Spade, Thirsty Nickel and The Marq. And with two projects simultaneously in the works set to open next fall, there’s not a lot of downtime. Next on the horizon in Austin is Bourbon Girl, a country cool venue on (historic) East 6th. They recently broke ground on The Dogwood in Hous-
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ton’s trendy Midtown area where other homegrown, Austin-style bars have been replicated with great success. “Technically, everything is all of our jobs,” Jason points out when I ask about roles and responsibilities. “… At the end of the day, we really all do everything.” But doing “everything” looks different than it did 10 years ago when there were not wives and children in the picture. Making the decision to put solid management in place has allowed them to work more efficiently and focus on design, policies and development. I take another look at these clean-cut family men who like to meet each other at Starbucks in the morning, genuinely love living in Austin and take great pride in doing business here. A great deal of credit is given to the deep loyalty Austin shows to local business, and all four make a conscious effort to do the same in return by patronizing other bars, restaurants and clothing stores. When I ask what tips they would have for someone looking to follow in their footsteps, I’m met with laughter and “Go to college!” But even after a short time with these guys, the takeaway is pretty evident: Set goals, work hard and trust yourself and those closest to you. And repeat. “Fear is a huge motivator,” Brad says, “and we were afraid of failure. It was never about chasing a paycheck … we wanted to succeed in our own right.”
To learn more about Carmack Concepts, visit www. carmackconcepts.com.
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Lee Leffingwell, Austin Advocate Our mayor has spent his term helping small business owners and working to maintain Austin’s place as “the envy of the nation.” And facing re-election this year, he shows no sign of slowing down. by Jody Joseph Marmel photography by margaret licarione
S
oon, voters will cast their ballots for mayor and three other positions on the city council. Since Lee Leffingwell became mayor in 2009, Austin has prospered, but the mayor wants to do a lot more for Austin, in terms of the infrastructure, transportation and growth throughout our city. For that reason, we are endorsing Lee Leffingwell for a second term as our mayor. Leffingwell has been a champion for small business owners. This is one of the many reasons Austin has not been affected by the recession as much as other cities throughout the United States. “Small businesses are the spine of our local economy,” the mayor says. “Every month, I try to give out a small business of the month award, and the effort always takes me to the most interesting places where I meet owners who love what they do and live for their
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business. I often quote the statistics about small businesses, and the most stunning one is most Austinites work at a business that has less than 10 employees.” In his “State of the City” speech, presented on March 30, 2012, the mayor emphasized, “Austin is the envy of the nation when it comes to our local economy.” He elaborates on this emphatic statement: “It’s hard to go anywhere and not hear people speak highly of Austin. The most eyeopening experience is when I get together with elected officials from around the country who talk about how tough things are in their communities. And then, they look my way and say, ‘your city is doing great.’ And I know we sure are.” And the good news has kept coming. According to data gathered by city officials, we top the charts for our economy, job growth
The Small Business Development Program
Funded by the mayor and City Council, the program provides free and low-cost services and classes for the benefit of Austin-area small businesses. Portfolio.com has recognized Austin for the third consecutive year as the best city in the country for small business development. In fact, small business is such an integral part of the Austin culture that our mayor and council completely fund the Small Business Development Program (SBDP) to assist entrepreneurs with their small business startup and development. SBDP’s no-cost resources include: - BizAid coaching on turning your business idea into a workable business plan, developing a marketing strategy and assessing your financial readiness to get capital for your business - Business Solutions Center (BSC), a business resource center with PCs, Internet, phones, copiers, etc. The BSC, located at One Texas Center, is staffed from 8:30 to 4:30, Monday through Friday. Conduct your business research on where to locate your business and how to find your customers, and find business templates for letters, forms, etc. - BizOpen staff who provide assistance as you navigate the city of Austin’s development process, including local zoning and permitting regulations - Our shop local website, explorelocalaustin.org, designed to help the community and our visitors find local small businesses online - Annual events to inform small business owners about resources to help make their journey easier • Women’s Luncheon – June 15 • Meet the Lender – October 11 In addition to these no-cost services, we offer low-cost business classes in marketing, finance, accounting, human resources and social media to help you become more business savvy. To learn more, call the SBDP at 974-7800, or register for classes and events at www.austinsmallbiz.org.
Jim Nettles/Owner, Frame Fitness Ursula Copulos/Copulos & Associates Physical Therapy, Inc. Lee Leffingwell Brad Kennington/Executive Director, Cedar Springs
“It’s hard to go anywhere and not hear people speak highly of Austin.” and vision for the future. Leffingwell likes to say, “If there was a list for being on lists, we would be No. 1 on that list.” He also likes to say, “We can’t get caught on our backsides. We have to continue to work on helping those who need jobs or training for jobs or any other services that will help our neighbors in need. We are a big city, and we have big city problems. But together, we can achieve anything.” Leffingwell’s presence adds even more character and sense of community to Austin. While promoting working together seems natural for Austin, with the help and support from the mayor,
the possibilities for our city seem endless. In 2009, when Leffingwell took office, he knew the economy was going to be the first and most important job to tackle. Prioritizing this arena, he began work to provide job growth and increase the success rates of small businesses. “We immediately began working with all the stakeholders, including the University of Texas, job training centers, Austin ISD and other groups to ensure we were doing the best we could to provide skills training.” Every day, the mayor continues to
keep his values and priorities focused on all Austinites across the entire city. It is no wonder that many organizations and clubs are endorsing Leffingwell, who has won the lion’s share of endorsements. Among endorsing groups are: Capital Area Progressive Democrats, Capital Area Asian American Democrats, Stonewall Democrats, Austin Environmental Democrats, South Austin Democrats, Tejano Democrats and West Austin Democrats. The endorsements are reaching higher levels each day. Other highly notable endorsements include the Austin Progressive Coalition, Central NSIDE AUSTIN BUSINESS
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Austin Democrats, the University Democrats, AFL-CIO Central Labor Councils, AFSCME, the League of Bicycling Voters, the Austin EMS Employee Association, the Austin Firefighters Association, the Austin Home Builders Association, the Austin Police Association and the Austin Board of REALTORS. Let’s not forget about the individuals who publically endorsed and donated to the mayor’s campaign, including some notable Austinites like Lance Armstrong and Willie Nelson. When Willie Nelson and the police agree, you know something special must be happening. The team at NSIDE Austin magazine says, “Count us in, too!” Having an unemployment rate that is among the lowest of any major American city speaks volumes for Leffingwell and his staff. Austin’s unemployment rate is approximately 6 percent, a full point below the Texas average and two full points below the national average. The mayor details other reasons for this: “We work to help our small business owners by launching Elevate Austin to make the business of doing business in Austin a lot easier. And we focused on bringing the right jobs to Austin such as Facebook, while encouraging the growth of our local startups.” In 2009, Leffingwell sponsored an Austin Small Business Summit with the U.S. Conference of Mayors. In 2010, he brought small business owners back together in what became Elevate Austin; this is a program focused on making substantive changes to help our small businesses grow. A year later, the summit came together again to discuss the results of their efforts and to work on the next steps going forward. “I have always, and will always be a champion for the small business owner. I believe they are integral to our local economy and our community culture.” Moving on to the infrastructure of the city, “Austin faces serious transportation challenges. We continue to pursue solutions that include all modes of transportation: roads, bicycle and pedestrian infrastructure and mass transit, including rail.” Working diligently on a multi-modal bond election that provides a wide variety of transportation solutions to the community, the mayor and his staff are multitasking to get all of these factors to work together. “But we must continue to do more,” he says. “Currently, I have called a Transit Working Group together to review potential transportation solutions. These solutions can include rail, which I believe is an important asset that will help move people throughout our community, while helping to address needed land-use changes.” Leffingwell is working on all fronts to make Austin even better than statistics show on a national level. Another important area that the mayor is working on is Austin’s democratic process. He wants it “to be revitalized.” In the last city election, we had a dismal 7.4 percent voter turnout. “Our city is growing and changing on a daily basis, and our democratic process needs to keep up with that,” he says. “The first step we can take is moving our city elections from May to November, when a lot more people go to the polls. If city elections were moved to November, we would have a chance to engage a whole new group of people who may not even realize what the city does for them and their families on a daily basis.” Another way to engage more voters is to have some sort of geographic representation of the council. Currently, all council members are elected at large. If districts were drawn and each council member only represented a smaller section of the city, voters might feel more connected to what’s happening at City Hall. “I am on record as saying I prefer a mix of both district and at-large members, and I think our city has outgrown our current system of electing council members.” In addition to these two proposals, there will be a number of proposed charter changes on the ballot this November. And a wider electorate will get to decide on them. “I think all of them would help revitalize our local democracy.” With Election Day on Saturday, May 12, Leffingwell will continue to fight for the entire city and make sure the decisions made today are the best choices for the future.
For more information, call 512-524-0193, or visit www.leffingwellformayor. com.
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Eyes of Austin
The perfect blend of fact and fancy, Elluminize serves as one of Austin’s premier businesses for cosmetic enhancement services thanks to the artistry and expertise of Ize Calina. by Rachel Brownlow photography by steve dement
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ith an interesting mixture of scientific precision and creative artistry, Ize Calina, owner of Austinbased eyelash extension boutique Elluminize, is on a mission to brighten the eyes of Austin, one lash at a time. Awarded the 2011 Best of Austin: Most Overthe-Top Beauty Treatment for its mink eyelash extensions, Elluminize is quickly gaining popularity as one of Austin’s premier businesses for cosmetic enhancement services. Though Calina assists women from a variety of different demographics, the service is most popular with mature businesswomen who yearn to feel youthful and alluring, but do not want to spend ample amounts of prep time applying mascara and other eye makeup products. Invented only seven years ago, eyelash extension application is still relatively new, but Calina, a licensed cosmetologist for more than 15 years, has been practicing extension application artistry for more than five. She estimates that in that time, she’s applied “hundreds and hundreds of lashes.” Typically, the process starts with a one-on-one consultation where Calina gets to know the client’s ocular history, preferred eyelash extension material and reasons for seeking lash extensions. Once she’s determined which extensions to use, she takes the customer into a comfortable, private studio and gets to work. During the session, Calina tailors each set of eyelash extensions to the specific client, taking into account the client’s style, eye shape, facial structure and level of physical activity. “I love the artistry of it,” said Calina, who considers herself an eyelash extension technician, but frequently hears clients refer to her as an eyelash extension artist. Typically, Calina will apply between 120 and 300 lashes per eye. Because each eyelash extension must be glued individually to a natural lash, sessions can last between two and three hours to apply a full set. At first glance, the length of the session may appear a significant time commitment, but clients have estimated that the procedure saves them 20 to 30 minutes per day in makeup application time. Possibly more impressive, Elluminize’s lashes have a reputation of lasting five to eight weeks, longer than the industry standard of two to three. Calina attributes this success to three things: the
Elluminize strives to enhance clients’ natural beauty, not to overtake their appearance with fake, conspicuous extensions. type of extensions, the brand of adhesive and her own highly developed skill set. Calina knows that the right eyelash material can mean the difference between healthy and brittle lashes. Because lighter, thinner lash extensions cause less stress to the natural lashes, Elluminize uses only .15 mm synthetic or mink extensions, an ideal choice when considering the look and feel of the lashes. After experimenting with eight different adhesives, she found the safest, most highly performing medical adhesive on the market. Now Elluminize customers are free to exercise, sleep, shower and even swim in their extensions without worrying about excessive eyelash shedding. But these two product strengths – extension materials and adhesives – would be nothing without Calina’s expert knowledge and painstaking craftsmanship, which have earned her the nickname, “Eyelash Whisperer,” among clients. To her, even the extension application itself is a creative science, and she uses a variety of eyelash lengths and curvatures throughout the design for each eye. The result is a naturally voluminous look that will last until the natural lash sheds. Calina also suggests that clients cleanse their lash lines daily. This simple technique takes less than two minutes to complete and can add weeks to the longevity of the eyelash extensions by preventing the extensions from prematurely slipping off the natural lashes due to excess body oil. In fact, each of three these strengths – extensions, brand and, well, Calina – not only ensures longer-lasting lashes, but also gives clients a healthier, brighter and more natural-looking appearance. “Instead of looking like they’re wearing false lashes, clients leave looking fresh and sophisticated,” said Calina, who strives to create lashes so beautiful and natural looking that casual observers
think the customer was born with them. Elluminize strives to enhance clients’ natural beauty, not to overtake their appearance with fake, conspicuous extensions. “Often, my clients will tell me how many compliments they’ve been getting,” Calina said. “But most of them have nothing to do with the lashes!” After the treatment, it’s not uncommon for clients to get compliments on their hair, outfit or overall appearance. “People may notice that something’s changed, but they don’t know what.” At Elluminize, each set of eyelash extensions is a masterpiece, and Calina’s proficiency and talent have earned her great respect among those seeking eyelash extensions in Austin. Just take a look at Elluminize’s Facebook page: It’s filled with glowing recommendations from clients who appreciate the company’s professional, personable and safe atmosphere almost as much as their gorgeous, sophisticated-looking lashes. “I was really nervous about getting lashes,” wrote one customer in a testimonial, “but [Calina] made the whole process totally comfortable.” Another client described the service as “relaxing” and “pain-free,” pointing to the fact that customers of Elluminize were given their own private rooms during lash extension sessions. According to Calina, the name Elluminize is derived from the Latin word for “heavenly light.” Combined with the traditional proverb that the “eyes are the windows to the soul,” Calina knew she’d landed on the ideal name for her company. Like Calina’s approach to her work, the Elluminize name is the perfect blend of fact and fancy.
Elluminize is located at 1015 Beecave Woods Drive, No. 207b, Austin, Texas 78746. For more information, call 512-698-4686, or visit www.elluminize.com. NSIDE AUSTIN BUSINESS
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[ nside / dine ]
Dining With Gusto Gusto Italian Kitchen + Wine Bar delivers delicious new twists on classic Italian favorites in a warm, funky atmosphere. Special to NSIDE
Located in the Rosedale neighborhood of North Central Austin, Gusto Italian Kitchen + Wine Bar captures the warm, comforting, everyday flavors of Italian cuisine in its casual and diverse menu. Dishes range from house-made antipasto such as roasted peppers and fresh mozzarella to hand-formed pizzas, salads, pressed Paninis, pastas, entrees and desserts. The funky, inviting design incorporates rich colors with Italian stencil “graffiti” art. At the center: a long, mirrored bar featuring select wines from Italy and around the world, beers on tap and by the bottle and fair-trade Italian roast espresso drinks. This terrific, new Italian eatery and popular neighborhood spot is owned by business partners Cameron Lock-
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ley and well-known Austin restaurateur Eddie Bernal. The two met eight years ago when Bernal spoke to a restaurant entrepreneurship group that Lockley and several fellow students at the McCombs School of Business formed to enhance their practical understanding of the hospitality industry. Lockley, who handles Gusto’s dayto-day operations, started working as a manager for Bernal’s 34th Street Café in the summer of 2009 after beginning his career as an accountant with Deloitte & Touche. Shortly thereafter, the two men formed a business partnership and opened Gusto at the beginning of this year. “We created this partnership with the mutual objective of providing
unique, customer-centric dining options in the Austin neighborhoods we love,” Bernal says. Lockley agrees, adding that “our different perspectives and personalities mesh well, and this allows us to tackle the challenges of owning a business knowing that we have each
other’s support and consultation when making the important decisions. And in a service-driven industry, all the details matter.” Gusto is located at 4800 Burnet Road. You can view the menu online at www. gustoitaliankitchen.com.
“We created this partnership with the mutual objective of providing unique, customercentric dining options in the Austin neighborhoods we love.” NSIDE AUSTIN BUSINESS
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[ nside / etiquette ]
Mind Your Professional Manners Paying attention to body language, perception and image can help ensure successful interactions with colleagues and clients. By Sharon Schweitzer
Korey Howell Photography
“What you are speaks so loudly that I cannot hear what you say.” - Ralph Waldo Emerson
For more information on corporate training, contact Sharon Schweitzer, J.D., Corporate Etiquette and International Protocol consultant and founder of Protocol & Etiquette Worldwide, LLC, at 512-306-1845, www.protocolww.com, www. facebook.com/protocolww, www. linkedin.com/in/sharonschweitzer or www.twitter.com/austinprotocol.
In today’s world of texting and instant messages, know that very little communicates faster than a first impression. In other words, look up from your smart phone and remember the basics of face-to-face communication. Thirty-eight percent of an impression is based on voice, 55 percent is based on body and 7 percent is based on words. Whether you are a sole proprietor or you work with a FORTUNE 50 company, be aware that industry leaders are observing your body language when making business decisions that concern you. Consider these eight business etiquette tips about body language: 1. Appearance: A first impression is created the moment you present yourself in public. Appearance reflects an individual’s respect for themselves and the situation. Clothing indicates your understanding of the big picture, so dress according to the business environment and company culture. Coffee-stained clothes, sleepy eyes, scuffed-up shoes, chipped nail polish and messy hair all send a message and according to recent studies, can even hinder your ability to get promoted. 2. Attention: While an impeccable appearance shows a successful business “snapshot,” your movements could instantly tell a different story. Walk with purpose. Showing energy and confidence in the way you walk, sit and stand makes an impression. Practice restraint, listen to others and remember that silence is a powerful ally. 3. Face: Our facial expressions are crucial to body language. Are you
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effectively monitoring your facial expressions on a daily basis? Smiles, frowns, arched eyebrows, flared nostrils, grimaces and bitten lips can convey far more than you’d expect – from happiness or contentment to approval, shock, disappointment, fear or anger. Don’t let your facial expression expose more than you’d like your interaction to convey. 4. Eyes: In the United States, eye contact shows interest, confidence and respect, and builds trust. It is polite to look at the person speaking and avoid distractions. In conversation, glance away periodically to reflect on the person’s comments. Steady eye contact is intimidating. When speaking with others in a group, hold and make eye contact with everyone in the group. Avoid focusing on one person to the exclusion of others. 5. Hands: While a handshake is recognized worldwide as a social and professional greeting, improper hand movement can signal immaturity or nervousness. Some people “talk with their hands,” distracting their colleagues away from the conversation. Be aware of your hand movement. Eliminating unnecessary gestures requires effort and willpower. Avoid fidgeting, doodling, nail biting and picking up your phone during business meetings. 6. Personal space and distance: Different cultures maintain different standards of personal space. In “The Hidden Dimension” by Edward T. Hall, personal territory for the United States is broken down into four categories. Intimate distance is 0 to 18 inches, personal distance (good friends, family members) is from 18
inches to 4 feet, social distance (acquaintances) is 4 to 12 feet and public distance (speaking) is 12 to 25 or more feet. If you stand too close, you may be perceived as pushy or aggressive. If you stand too far away, you may be seen as disinterested. 7. Standing: When standing, remember to keep your back straight, middle torso in alignment with your backbone, shoulders back and head up. Stand with your feet from 4 to 8 inches apart, and face the person with whom you are speaking. During conversation, leaning slightly toward a person indicates interest. Leaning away indicates a desire to depart. It is polite to keep your hands at your sides. Crossed arms, placing hands in your pockets, hand wringing and slouching may signify dismissal, aggression and uneasiness. 8. Sitting: Many people do not realize that their seated position and behavior are just as telling as their standing posture. Numerous business deals have been ruined due to improper placement of feet and legs or even foot or knee jiggling actions that signify anxiety, nervousness or ignorance of business customs. It is best to sit with a straight back and both feet flat on the floor. Females are advised to sit with their knees together. Males should avoid sitting with their legs spread wide open or in the “figure 4” position. Awareness of body language in business settings is the first step in ensuring successful interaction with colleagues and clients. Win the deal before you say a word! Let your body communicate success, confidence and interest.
When dieting and exercise miss a spot‌
Talk with the body contouring experts at Sono Bello.
1-877-SONOBELLO sonobello.com MODEL
801 West 38th Street Suite 300 SIDE AUSTIN BUSINESS Austin, TX N78705
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[ nside / fashion ]
Austin’s Own Speakeasy of Style At once demure and daring, FAWN + RAVEN features well-crafted pieces with beautiful silhouettes thanks to the brilliant creative eye of owner Kim Sierra. by Margaret Farris photography by jai mayhew Inspired by the “perspective of something beautiful – both different and unexpected,” Kim Sierra aims to unify delicate, feminine pieces with edgy sophistication to create an on-point and cohesive look at FAWN + RAVEN. Sierra realized her dream of working in fashion after graduating from the University of Texas at Austin with a degree in art history. Soon after, Sierra founded PERK, an office coffee delivery service. Only in recent years did Sierra find herself working in retail, after stumbling upon a job opening with local designer Cristen Guest of René Guest Jewelry Design House. Fulfilling the role of both public relations and sales, Sierra learned the market and distribution alongside Guest, later revealing her desire to open her own boutique. Maintaining a love of all things visual, especially art, textiles and photography, Sierra notes, “the opening of FAWN + RAVEN is a culmination of a lifelong love affair of fashion intermingled with world cultures.” Nestled in Central Austin, this charming boutique’s rustic façade of muted tones is easy to miss. While elusive to the casual shopper, the store’s intimate nature only adds to the allure. Once inside, FAWN + RAVEN is brimming with unusual finds, placing emphasis on unique, well-crafted pieces with beautiful silhouettes. Glossy lacquer walls, rich drapery panels and printed wallpaper evoke an atmosphere of mystique. FAWN + RAVEN is truly emblematic of Sierra’s personal style. While Sierra has followed fashion from a young age, she notes that “traveling overseas, specifically to Morocco,” has significantly impacted her aesthetic in recent years. The distinct combination of demure and daring styles evident within the boutique showcases emerging designs by Clover Canyon, Lanston, Krisa, Parker and Gypsy Junkies, to name a few. Clients are encouraged to take advantage of complimentary styling with Sierra while shopping. “We strive to make style easy, effortless and (occasionally) daring,” she says. Better yet, Sierra’s style will soon translate to design, projecting the launch of an exclusive FAWN + RAVEN line for early this summer. FAWN + RAVEN is the ultimate closet waiting to be discovered and enjoyed. Take a glimpse and decide: Are you fawn or raven?
“We strive to make style easy, effortless and occasionally daring.”
FAWN + RAVEN is located at 1605 West 35th Street, Bungalow B, in Austin, Texas. For more information, visit www.fawnandraven.com.
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[ nside / recreation ]
Great Golf Innovations
The Academy of Golf Dynamics lists 10 of the most important improvements and inventions in the game of golf over the last 40 years. by Kyle Jerome
Some of the most important improvements and inventions in the history of the game of golf have occurred over the last 40 years. Golf has seen more improvements to its equipment throughout history than any other sport. As a result of these improvements, some of golf’s greatest courses have been rendered obsolete for professional tournament golf. Many of golf’s greatest courses have added length and difficulty to avoid getting left behind. Many golf “purists” believe some of these improvements have taken away some of the shotmaking possessed by some of the great players of years past. Others believe these improvements have made the game better by lowering scores for professionals and amateurs alike.
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The following are some improvements we feel have changed the game the most over the last 40 years.
1. The golf ball
Let’s start with what is, in many people’s minds, the most significant change of all: the golf ball. In the 1970s and ‘80s, the ball of choice for most professionals was the balata-covered ball. This ball had a rubber core filled with liquid. It was wrapped in rubber bands and had a soft balata cover. At the time, it was top of the line. Most of today’s golf balls have a one-piece core with a more durable cover. How do these two balls compare to each other? The balata ball tended to produce more spin and had a softer feel around the greens, which
many tour players prefer. However, the liquid-filled core surrounded by rubber bands, coupled with the softer cover, did not produce the kind of distance the one-piece of today produces. Also, because its balata cover was much softer, it was not nearly as durable as today’s balls of choice. Manufacturers have found ways to make today’s balls more durable while still producing sufficient spin rates. The biggest difference, however, is distance. Today’s golf balls travel much farther than those of years past. This aspect of the ball is the most significant upgrade, and the most controversial. None other than Jack Nicklaus and Arnold Palmer are on record saying the ball goes too far now, rendering some of our greatest golf courses obsolete.
2. The 60-degree wedge Seve Ballesteros once said the most significant innovation to the game of golf is the 60-degree wedge. Coming from one of golf’s most talented magicians, that’s quite a statement. The 60-degree wedge has allowed players to hit shots around the green that, in years past, were close to or impossible to hit. Firm, fast greens (like those seen in the U.S. Open) have probably contributed to the use of the 60-degree wedge more than any other factor in golf. The ability to hit higher, softer pitch shots around the green has made this club almost a must for tour players.
3. Metal woods
In the late 1970s, metal woods made their way onto the scene. The immediate difference these clubs made was an increase in distance off the tee. A firmer hitting area with more of a trampoline effect quickly made persimmon woods a thing of the past. They also proved more durable and required less maintenance such as replacing the insert of a persimmon wood, which would eventually wear out. If there is a negative to the invention of metal woods, it is the fact that those beautiful, handmade persimmon woods of the past aren’t produced anymore. Many feel they were works of art, much like classic cars.
4. Graphite shafts
Many consider the shaft the “heart” of the golf club. Throughout the history of golf, the shaft, more than any other part of the club, has undergone the biggest transformation. Going from hickory to steel is still the biggest step up in shaft technology. And even though most golfers still play with steel shafts in their irons, graphite shafts in drivers and fairway woods have become the norm. Graphite shafts are lighter than steel, increasing club head speed and distance. Like the ball, but to a lesser extent, graphite shafts are responsible for much of the increase in distance off the tee.
5. Square grooves
Controlling the golf ball around the greens and out of high rough has become a priority for tour players over the years. Square grooves produce much more spin, compared to U-grooves and Vgrooves. Many believe square grooves have contributed to a lack of shotmaking by today’s tour players compared to the greats of years past. Just this year, square grooves have been banned on the PGA Tour, much to the delight of many older players and purists of the game. Imagination and shotmaking should now play bigger roles in golf like they did in years past.
6. Oversized drivers
For amateurs and professionals alike, oversized drivers have made hitting tee shots longer and straighter much easier. The reason is the sweet spot on these bigger heads is much bigger, allowing for straighter miss hits and more shots hit solidly, thus
increasing distance. Couple this with a graphite shaft that is lighter, and in many cases longer, and you have a recipe for more distance immediately.
7. Hybrids
How many of you carry a 1-, 2-, 3- or 4-iron in your bag now? The hybrid is one of those improvements to equipment about which we can ask ourselves, “Why didn’t someone invent this years ago?” Hitting a long iron has always been a challenge for most golfers. Hybrids have made this a much easier proposition. With a little more “meat” behind the club face and a lower center of gravity, getting the ball in the air with a less lofted club has become much easier. For most golfers, long irons have been relegated to “alignment club” status.
8. Long/belly putters
Long/belly putters might be the most controversial of all the innovations to our game. If you ask a golf purist about the long/belly putter, you might want to find a chair and get ready for an ear full of why it is a cancer to the game. If you ask someone who has the yips, you might want to find a chair and get ready for an ear full of why it is so great. The purist (Tom Watson) will tell you that you shouldn’t be able to anchor your club to your body as a way to deal with a balky putting stroke. A “user” (Bruce Lietzke) might tell you it added 10-plus years to his career because of the improvement in his putting. If something is outlawed on the PGA Tour in the near future, it will probably be the long/belly putter. Only time will tell whether that happens or not. We would hate to see all of the great players whose careers would have been cut short if not for the long putter. But we can see the argument for both sides.
feet happy while playing golf is a must. Soft spikes have made a big difference in keeping putting surfaces smooth over the last several years. In years past, metal spikes added an unwanted bumpiness to greens, making them more difficult to putt. Soft spikes, made of plastic, have drastically reduced the amount of spike marks on greens, thus making for a smoother putting surface. Looking back, all of these improvements and innovations have made the game better in one way or another. It can be argued that some of them lean against the spirit of the game. But make no mistake about it: Technology and innovation in equipment play a bigger role in golf than any other sport. With competition for millions of dollars between equipment companies and golfers always wanting that extra edge, don’t expect equipment manufacturers to slow down their efforts in finding the next big innovation or improvement. This constant effort to come up with the next big idea is as much a part of the history of the game as the gutta-percha ball and the hickory shaft. *Note: These are material improvements only. Instruction and fitness are not included. The Academy of Golf Dynamics, Inc. was ranked one of the “Top 25 Golf Schools in America” by GOLF Magazine. For more information, call 512-261-3300 or 800-879-2008 (toll free), or visit www.golfdynamics.com.
9. Stands on carry bags
In the late 1980s, PING introduced the carry bag with a two-legged stand that unfolds as you put your bag down. At first glance, this new contraption looked foreign and awkward. Because a bag with a stand made it easier to keep your bag, clubs and towel dry in morning dew or rainy conditions, this quickly became a standard piece of equipment for golfers who prefer to walk. Not having to bend down to pick up your bag also made this an instant hit for people looking to avoid a sore back. You would be hard pressed to find a carry bag today without a stand.
10. Better golf shoes/soft spikes
Like many areas of fashion, golf shoes have changed dramatically over the years. The look of certain shoes tends to come full circle like we often see with pants and shirts. But comfort and durability have been the biggest improvements in golf shoes over the last few years. Most shoes today are not only very comfortable, but also waterproof. More people than ever are playing golf, and many of these players are walkers. Keeping your NSIDE AUSTIN BUSINESS
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