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Inspiring Conversations with Caurie Schonder of Lavender Beauty

Today we’d like to introduce you to Caurie Schonder.

Hi Caurie, thanks for joining us today. We’d love for you to start by introducing yourself.
Beauty has always been a sort of magical thing to me because not only can it change the outward appearance of a person, but adds to the way they feel on the inside. In 2015, I took a leap of faith, attending Make-Up Designory in NYC to expand my level of beauty knowledge, and learn from the best.

Since then, I’ve been practicing Make-up artistry on women and men of all ages and types. Over the years, I’ve learned there are certain products that have a larger “bang for your buck” as far as application and appearance. Number one on the list for glam – lashes! What speaks femininity and beauty more than a fluttery set of eyes? I was tired of the stiff edges, pinching bands, and over-the-top look of basic synthetic types that could be used only once or twice. So I set out on a mission – find the best lashes and wear them often.

Through seemingly endless testing and research, I founded Lavender Lashes. What a dream come true! I’m now able to wear comfortable, premium quality lashes like a celebrity AND share them with my friends!

So why Lavender? I racked my brain for months trying to think of the perfect name for my products. One day it hit me. There is a wall-sized image of Lavender fields in my office that I look at often for inspiration, stress relief, and just to daydream. I love the color of Lavender, the smell, the look, and the way it seems peaceful. It just felt right to combine two things I love to create a brand!

I’ve learned so much from this journey of entrepreneurship. I’m always surprised by the kindness and support of others and that truly anything is possible with a little bit of determination and a plan!

I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey have been a fairly smooth road?
From the beginning, Lavender felt so natural and fluid. It seemed like once I made the commitment things just fell into its place. The products were a huge hit, and I loved the process of making others feel beautiful.

When the pandemic struck last year, it created our largest challenge to date. Most of Lavender’s revenue was generated from in-person events where we would set up “Lash Bars” to help our customers decide on styles and offer complimentary fittings with applications. As the country began to close, we had to cancel a number of events which impacted the business quite a bit. We also had to put the launch of some new product lines on hold. With the uncertainty of things, it seemed too risky.

We did our best to focus on online sales and interactive virtual events using social media but still missed the “spark” of being face-to-face. Interaction with customers is what makes my heart beam, so I felt pretty dimmed by being away from that.

Now that things are opening again, we have started getting back in-person! Of course, we have had to implement even more sanitation and safety measures, but it’s been beyond worth it. Our new products are back in the works, and we’re excited to get back to business as usual!

Alright, so let’s switch gears a bit and talk business. What should we know?
Lavender is more than just a product line! While a large portion of the company is dedicated to product sales and e-commerce, we have a network of make-up artists and hairstylists to refer for weddings and special occasions, as well as editorial work and photography. We also offer one-on-one and group beauty lessons/consultations, including product recommendations customized to what fits each client’s needs. We do a lot of work with teens and women looking to create or refresh their make-up bag!

If I had to say one thing that sets us apart, it’s the love we bring to our customers!

What makes you happy?
I find that I’m happiest when I’m making connections with people! Whether it’s in line at the grocery store, at a music festival, or hanging with friends or family – it makes me happy to connect with others. One of the things I love most about Lavender’s Lash Bars is meeting new people, hearing their stories, and having a positive impact on their day.

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