Today we’d like to introduce you to Rika Anamayatana.
Rika, can you briefly walk us through your story – how you started and how you got to where you are today.
Looking for a different career path, and weary of the corporate world, I studied at hair school, started working as a hair stylist, and then decided it wasn’t for me. Somewhere along the way, a friend said: “I think you’re really great with lashes”. I bit the bullet, starting off solo doing lashes on the side, and grew my business from there.
In May 2013 I moved into a salon space. In September of 2013, I was recruited by a well-known salon in Buckhead to be part of their team. A friend who manages a high-end salon in midtown came to try out the service and became my biggest fan. Referrals from her and other satisfied customers began to gain momentum, and by the first quarter of 2014, Lash Devil was on it’s way to being a fully functional business.
Since then, I’ve expanded my services to include volume and mega volume style lashes, moved into a better space, and polished my brand to include effective marketing and photography of my work. Throughout the development of my brand, I’ve practiced consistently and always found ways to refine my technique to produce the best results possible.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Starting a business is tough. Initially, just getting clients to come through the door is a challenge, in and of itself.
The real challenge would be figuring out how to educate the market and potential clients about my services. I wanted to be able to distinguish myself from the other services in a way that draws the kind of client I’m in the market for.
Alright – so let’s talk business. Tell us about Lash Devil – what should we know?
Lash Devil is a premier eyelash extension service. I provide the highest quality products and results available.
I’m known for creating a look that is powerful enough to transform, yet subtle enough to remain a mystery. The lashes look natural, and yet they are impossibly bold. Nature won’t give anyone lashes like this, but I make sure they look like they could be natural – and unique to each client. Once you try it, you’re hooked – ask any of my clients. : )
Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
I would say my greatest influence in the artistry and craft of eyelash extensions has been industry maven Eva Zacharias. I have trained under her and have followed her work for years.
Advocates in the field include Loretta, Hilary Brand, and Jill Heijligers.
My business would not be what it is today without the promotion and referrals I’ve received from my colleague Anne Woods. She has truly gone out of her way to support my cause in the kindest and most selfless way.
I would not have started this business at all if not for the entrepreneurial vision of my close friend Justin Martin. He identified the conditions and parameters that successfully launched this business, and guided me through the unsure times that surrounded the birth of Lash Devil.
Lash Devil has really stepped up the game of lashes, not only through the development of my craft, but also through the creative vision of Allen Mueller’s branding, design and copywriting, and the photographers and other creatives I’ve worked with along the way.
Contact Info:
- Website: LashDevil.com
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