Today we’d like to introduce you to Cassie Jones.
Cassie, we appreciate you taking the time to share your story with us today. Where does your story begin?
I get asked this question a lot, and most people assume I have the typical story of starting as a service provider and branching off, but honestly, my story is the complete opposite of what you’d expect. I’ve never placed a lash, never waxed a brow, never performed a facial, and never even considered doing services because I’m simply not good with my hands.
One day, while my accountant and I were reviewing my transactions, she pointed out that a large portion of my spending was going towards the spa, which made sense because I love being pampered. Nothing makes me happier than being catered to and beautified. She jokingly and sarcastically said that I spend so much money at the spa that I should just open one myself. Little did she know, I eventually would.
The moment she said that, my mind immediately went to work. I’ve always loved creating businesses and building profitable companies. My brain naturally thinks in systems, structure, and execution, and I love bringing ideas to life. When I later told her I was serious about opening a spa, she looked at me like I had completely lost my mind, as if she didn’t know what was coming out of my mouth or what I was thinking. This was never a dream rooted in being a service provider. It honestly all happened very randomly.
As far as what got me to where I am today, I truly say it was God because it absolutely was. We’ve been in business for eight years now, and at this point, the journey is honestly a blur. What I do know is that staying on top of your business is non-negotiable. Training employees, making sure they understand and fulfill their roles, and holding people accountable is rule number one because no one will ever care about your business more than you do. Constant growth is rule number two. A business cannot flourish unless everyone is pulling their weight.
Going to the next level requires sacrifice. Some nights will be sleepless, some days will be filled with nonstop thinking and stress, and as a business owner, there is no 9–5, it’s 24/7. I can recall nights where I sat in the same spot at home for 14 hours straight on the computer, working overtime to bring new visions to life, brainstorm marketing ideas, and create strategic plans for innovation and growth.
The third key is preparing for the future. I’m someone who is always focused on both the present and what’s ahead. My mind never shuts off, so I’m constantly reviewing forecasts, tracking growth, and creating new marketing plans, ideas, and avenues for the spa. The trajectory of this business still amazes me, and it reminds me every day that hard work truly does pay off.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
I would absolutely be lying if I said it’s been a smooth road. It has not, at all, lol. Trial and error is constant when you’re a business owner, and there are many reasons why.
One of the biggest struggles has been with customers. Contrary to popular belief, the customer is not always right. Customers who don’t agree with your policies or who are entitled can be the hardest challenge of all. Some come in trying to bend the rules, demand their way, or are simply miserable within and want to ruin your day regardless. Many also lack accountability.
When I first started my business, I was so focused on keeping clients happy that I would bend my rules to accommodate how they felt. Huge mistake. All that does is create entitled people who will continue to run over you every time they patronize your business. Always stand by your policies. If someone doesn’t agree, refuse service. If you dropped the ball, then of course accommodate, but if you are not wrong as the business owner, stand by your policy. Everyone is not going to like your rules or want to follow them, and that’s okay. They should go where they do. Never bend your policies just because someone doesn’t agree. This will always be a common issue with small businesses because many consumers believe that just because a business is small, it doesn’t deserve the same respect or courtesy as larger companies, companies where they already know their demands and entitlements won’t slide.
And then there are employees. Of course it’s employees, lol. This almost ties with customers. It is okay to let employees go, and it is necessary to have rules, boundaries, and policies in place for them as well. Most of my lessons came from when I first opened. I dealt with employees who had attitudes with customers or coworkers, constant coworker drama, and employees who were not dependable.
Once I put proper policies and structure in place, everything changed. I now run a well-structured operation. Employees can be a challenge, which is why when issues arise, you write them up, keep everything professional, and do not take things personally. In order for them to operate the way you want your business run, there must be rules that are followed. Structure is everything. My biggest lesson throughout this entire journey has been not allowing employees to stress me out. If someone is not abiding by your structure, do not be afraid to fire and replace them.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
My business is a luxury beauty brand built with intention, care, and structure. We operate a high-end spa that specializes in lashes, brows, and skin services, but what truly defines us is the experience we provide from start to finish. For us, beauty goes beyond the service; it’s about how clients feel when they walk in, how they’re cared for, and the consistency they can trust every time they visit.
Our brand was created with purpose. From client experience and service standards to employee training and daily operations, everything is thoughtfully designed to feel elevated, organized, and welcoming. We focus on quality over quantity and believe that professionalism and clear expectations create a better experience for both clients and staff.
What sets us apart is our attention to structure and consistency. We take pride in offering an experience that feels seamless and dependable, while still being warm and personal. We believe luxury isn’t just about aesthetics, it’s also about respect, reliability, and care. There truly isn’t another spa quite like ours in McDonough, and our name alone reflects the elevated, rich, and thoughtful experience clients can expect the moment they walk through the door.
Brand-wise, I’m most proud of the longevity and growth we’ve achieved. Being in business for eight years has taught me the importance of evolution, learning, and refinement, and I’m proud that the brand continues to grow while staying true to its foundation.
What I want readers to know is that our brand is rooted in intention, professionalism, and heart. We are passionate about what we do, mindful about how we do it, and committed to creating an experience that feels special, thoughtful, and lasting for everyone we serve.
Are there any books, apps, podcasts or blogs that help you do your best?
Apple Calendar is a must for me, I’m extremely organized and rely on it to keep everything structured and on track.
I’ve also recently gotten into Notion, which has been a game changer for managing my very long (and constantly growing) to-do list, lol.
And I can’t forget my Notes app. Anytime a new idea pops into my head, I immediately write it down. It’s essentially my personal brainstorming haven and where many of my ideas begin.
Pricing:
- Eyelash Extensions start at $110
- Brow Shaping starts at $10
- Brow Shaping & Tint starts at $30
- Permanent Makeup Brows start at $300
- Facials start at $70
Contact Info:
- Website: https://www.pinkcaviarspa.com/
- Instagram: https://www.instagram.com/pinkcaviarspa/?hl=en
- Facebook: https://www.facebook.com/PinkCaviarSpa/
- Twitter: https://x.com/pinkcaviarspa
- Youtube: https://www.youtube.com/@pinkcaviarspa
- Other: https://www.pinkcaviaruniversity.com/
