Today we’d like to introduce you to Jatia Amour.
Jatia, please share your story with us. How did you get to where you are today?
Growing up in New York fueled my love for the makeup, fashion and beauty industries. I was always the girl trying out new looks and making over my friends. I became passionate about makeup artistry in 2010 while living overseas. My husband was a career Army soldier which meant we often moved. As a military spouse, you have to learn to adapt quickly. When moving to a foreign country, in a different time zone, it’s easy to feel displaced and disconnected from home. My way of connecting to home was watching YouTube videos and shopping for makeup. You may be surprised, but the love of makeup is a universal language. MAC stores are the same worldwide and it’s a place I would go to feel at home. It’s the way, I was able to communicate with the locals. We didn’t speak the same language, but you can tell when someone is motioning that they like your lipstick. I made plenty of friends just by pointing and showing each other our different makeup labels. During this time, I was also going through a lot of physical changes, I was diagnosed with a condition called Polycystic Ovarian Syndrome (PCOS), there are so many symptoms that affect my everyday life but at the time, I was just trying to cope with the changes to my physical appearance. I was struggling, the combination of being part of a military family, living in a foreign country and dealing with a life-changing diagnosis, was a lot to deal with. Makeup became a way for me to take control, feel empowered and express myself artistically. I quickly realized I wanted to pursue it professionally and empower other women through beauty.
After returning to the states in 2013 I hit the ground running. At this point, I was completely self-taught. I was offered a position as a Makeup Artist and Product Consultant at Sephora. This is where I learned the importance of being able to assess a client’s individual needs based on their unique lifestyle. No one gets a cookie-cutter look and I approach all my clients as individuals and get to know them before deciding what look suits them best. I started to invest in educational workshops, conferences and celebrity makeup artists’ Master Classes. Here is when I really started to see my artistry blossom. I took business courses geared to professionals in the beauty industry because we are a unique combination of artist, tradesmen and entrepreneur. There is much to learn. I’ve also invested in photography courses to help me when working with both photographers and brides. I know how to avoid doing makeup looks that will make the photographer’s life more difficult when it comes to editing and I am able to advise my bridal clients on what looks will work well on the most photographed day of their lives.
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
HA! ABSOLUTELY NOT! It has been the hardest thing I’ve ever had to do and this is coming from a military spouse of fourteen years whose husband has been in Afghanistan!
I’ve created a business from what was only a dream with no instruction manual to follow. Being a small business owner is a constant roller coaster of successes mixed with heartbreak. You have to be so passionate that it doesn’t even make sense to other people. I would never give up on my passion, because what I do uplifts people. It’s a 24/7 commitment where you must remain consistent and constantly keep growing. As a creative professional, there’s a unique element of taking your artistic gift and turning it into a business for profit. Art is emotional, but business is not and you have to find that balance. When I started out, I had a few brushes and products, a little knowledge, and thought I was ready to take on the world. Not to mention, quitting a good paying job that I went to school to study. The start-up expense was daunting and I was concerned, I would never have a pro-level kit. Over time, I was able to build my resources, and now I take work with a professional look, high-end products and gear.
Please tell us about Looks By Jatia Amour.
In 2015 I became a permanent Georgia resident. My company, Looks by Jatia Amour, offers the luxury option of “On-Location Services.” Whereby, I travel to clients whether they are located in the parts of Georgia or the Carolinas: Central Savannah River Area (CSRA); Atlanta-area; Savannah; Columbia; Charlotte; or anywhere in the country. I also freelance at Dyevercity Salon in Martinez, GA, if clients would like the option to travel to me. I specialize in beauty makeup for special occasions and working with brides is my favorite. I love customizing their look to suit the vision for their special day. I also offer my services as a bridal concierge, which means I help with some coordination details that don’t fall under the umbrella of the wedding planner. I coach my brides on beauty “dos and don’t” leading up to the wedding. I correspond with vendors that will actually be in the bridal suite and I organize what is happening to avoid the chaos that can ensue when you have a group of excited ladies trying to get ready all at once. This helps my brides stay calm and be able to enjoy their wedding day without stress.
In addition to makeup application, I also provide makeup instructionals. Lessons which have been popular with professional women, moms, and young girls learning to wear makeup for the first time. I share my product knowledge and show women practical ways to implement makeup into their everyday routines. I love the moment someone finally learns a skill that they originally thought was complicated and my clients get so excited telling me about how they did their makeup for a job interview or a first date.
I am most proud of being part of a process that makes people happy, it’s a blessing to have a career that helps people feel good about themselves. There is no better moment than handing a bride a mirror and she cries tears of joy. I am also extremely proud of my high customer service ratings and fifty percent of my clientele is from referrals. It is particularly rewarding when someone loved working with you so much that they told their friends and colleagues. The connection I make with clients is what sets me apart. I’ve set up my business where I can take the time to get to know my clients as individuals and customize the experience, especially for their needs.
Do you look back particularly fondly on any memories from childhood?
This is hard. I have so many great memories. My mother is really big on holidays and now, so am I. Every holiday is like a production with decorations, parties, tons of food and the family coming together. I can’t choose just one favorite memory, so I would say it would be any of my past Thanksgivings from childhood. Fall is my favorite season with all the warm colors. My mom, sister and I would spend days cooking leading up to Thanksgiving. I was always in charge of decorating, setting the table, and EVERYTHING got decorated. Often my older brother’s birthday falls on Thanksgiving, so it’s even more special for our family. I value this holiday even more now that I’m an adult. It’s just one of those days you know everyone is going to be together and you’ll eat great. It actually reminds me of families getting together for weddings and special events. Those moments are priceless.
Contact Info:
- Website: looksbyjatiaamour.com
- Phone: (762) 585-5008
- Email: looks@ladyamour.com
- Instagram: https://www.instagram.com/looksbyjatiaamour/
- Facebook: https://www.facebook.com/LooksbyJatiaAmour/
Image Credit:
Lisa Marie Lovett, Mandi O’Connor
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