April 24, 2017

Meet Shamari Cherry of Diamond Facez in Atlanta

Local Stories

Today we’d like to introduce you to Shamari Cherry.

Shamari, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
My first love was makeup artistry. I idolized that industry and was connected to the pigments, colors, and art. I applied several times with M.A.C and never received an interview until 2005. This was after years of trying to join this company. The first question of the interview was “Are you an esthetician?” I was frustrated because I didn’t know what that was. Needless to say, I was not offered employment, but they informed me about the international school of skin and nail care. They sold me the makeup portion of the program, but little did I know it was the smallest portion of the program and the last portion you would learn before graduation. I learned the skin and the importance of the skin. It was very interesting but I never thought I would be able to afford the high-tech machinery and equipment. I graduated in 2007 and I worked in the makeup industry. I traveled from several salons and spas throughout the city. Sadly, they were all dead-end jobs and I was very discouraged at that point in my life. I decided to travel and provide makeup services.

In 2012, a very close friend Kendra Hall suggested I purchase a microdermabrasion machine and start my own business. The school she attended was selling their machine and she insisted we split the costs and purchase this machine so I can start my business, she believed in my vision and motivated me to believe in my talent more than ever.

After purchasing the machine, she taught me how to use it and then shortly after she left town and told me to make money. For two weeks, the machine sat there and I never utilized it. I had no plan or clients. When my friend returned, she scolded me and made me rethink my purpose. Here we are, machine and a new plan. I pooled my resources and connected with an old friend Jacob Kahnoir. He has a show, Now That’s Tea, and I was invited to talk about my business. I spoke life into my business and it grew instantly. My inbox has never been the same.

Has it been a smooth road?
I have always been my biggest obstacle because I struggled with self-confidence. Confidence in my craft, confidence because I am a woman of color and I am a Transwoman. I also started from my home and having individuals come into my personal space was new for me. Also, living in an area that was urban having a spa was unheard of; however, I worked hard to provide the best services and a professional ambiance. I was afraid that my clients wouldn’t understand me, but they love me. I truly have the best clients. They have been supportive and we have help build each other. We learn from each other.

So, let’s switch gears a bit and go into the Diamond Facez story. Tell us more about the business.
DiamondFacez is a lifestyle not a spa. It’s for all individuals. When you come here, it’s about healing. Getting your skin healthy and getting you healthy. We provide a variety of services here. The products are all natural and hypoallergenic. I want to help you unleash the best you. We heal from the inside out.

How do you think the industry will change over the next decade?
I think that industry lacks a great deal of diversity. There are few places that cater to African American skin. Traveling the United States, my clients all over are in need of esthetician in their respective cities. There are not knowledgeable estheticians to take care of our persons of color. We have to be more versatile. I do not limit myself to any specific clientele. I’m constantly studying and perfecting my craft to service all. This industry needs more educated African American women and men.

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