SRQ Magazine | October 2023, Strong Women of the Region - Liza Carden

STRONG WOMEN OF THE REGION

Sharing the Stories of Women In Leadership as They Guide Our Region's Business and Independent Sectors

LIZA CARDEN

OWNER, LG HOWARD & COMPANY

Everyday I am thankful for how blessed I am.. Always maintain an attitude of gratitude.

THE STORY OF LIZA’S SUCCESS IS A BIT UNCONVENTIONAL.

It begins with her as a teenager, a 15 year old freshman, struggling to get through school but with a dream in her heart. She knew that someday she wanted to be an entrepreneur but the thought of making it through high school and then onto college brought her to tears. She began researching duel enrollment programs in her town for cosmetology. While the idea seemed good, none of them felt like a good fit. Then one day she walked into an Aveda Institute and her heart danced. There was just one problem. It was an accredited college, not a duel enrollment. Shortly after her visit, she left high school classes and began studying for her GED, ready to embark on this new adventure. Liza passed her GED the month she turned 16 and started at Aveda a few weeks later.

After almost ten years in the industry Liza moved to Sarasota and decided it was time to make her dream a reality. She began doing the work to open her own salon. Just like her original dive into cosmetology, she began hitting roadblocks. At 25, as a first time business owner with no partners, no co-signers, next to no leverage to offer, she struggled. Most banks she went to for a loan weren’t interested, building after building turned her down as a tenet. No one wanted to take a chance. But all it takes is one. One bank. One building. After several months, she found just that. Of course, that is only the beginning of the journey of entrepreneurship. The last eight years have been a beautiful rollercoaster, that she wouldn’t change for the world. She believes the key to success is keeping the faith and always persevering.

THE MISSION OF LG HOWARD & COMPANY is to provide a place people can come to, not just to get their hair done, but to have an experience that renews their mind, body, and spirit. Each service includes complimentary massage and mimosa or Aveda Comforting Tea, as well as a finished style that will leave you feeling fabulous. The LGH team is highly trained in their craft through quarterly education to ensure their guests are always getting the very best.

LG HOWARD & COMPANY

8620 S Tamiami Trail 941-702-5390 | lghowardsalon.com Instagram: @lghowardsalon