April 3, 2017

Meet Jennifer Adams of Formal Faces in Atlanta

Local Stories

Today we’d like to introduce you to Jennifer Adams.

Jennifer, please share your story with us. How did you get to where you are today?
I began Formal Faces over 18 years ago with my sister, Julie Graybill. I was pregnant with my first child at the time and wanted to find a way to meet a need I saw in the wedding industry. Since 1998, I have had the distinct privilege of working from my home (at the least on the business side of things). As my sister and I thought back to our own weddings…we thought how nice it would have been to have a beauty team come on-location. My background is in pageants. I was Miss Teen Georgia in 1991. In most pageants, the contestant has to do her own hair and makeup. I learned very early on how to do both hair and makeup and began doing pageant coaching when I was still in college. My degree is from The University of Georgia in Journalism & Public Relations. While in college and beyond, I continued to add to my own knowledge base/education of hair and makeup. So, the timing was ideal to begin a business in Atlanta. It took off quickly! We had about 4 weddings per month. Now we have almost 35 in a busy month. When we began Formal Faces, it was just Julie and I. Now I have a total of 11 Bridal Image Consultants and have won over 35 Industry Specific Awards. My team consists of: Heidi Freeland, Shannon Jennings, Courtney Smith, Abby Holbrook, Ginger Adams, Stephanie Ragle, Natalie Merritt, Stephanie Lee, Laurel Kate Anderson & Brittany Lee…and me. They are true gems who I value from a business perspective and also a friendship one too! This job is fun, challenging and honestly – it is an honor to be a part of someone’s wedding day! We take it very seriously. Our passion for what we do truly shows and I am convinced that is one of the main reasons we have been so successful. Also, no matter what decision I come upon…I spend time in prayer over it. I have God all the Glory for the blessing Formal Faces has been in my personal life.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
For the most part, looking back…I would say yes! It has been a smooth road. But we have had occasional bumps in the road. Being honest about struggles and learning to overcome them is how God designed us. My favorite scripture: Romans 8:28 – All things work together for good with you love the Lord and these things are according to His purposes. I have faced different adversities that I’ve had to navigate through. I’m so thankful for the ladies that work with me. Some of them have been my advisers through the years. My sister is no longer with Formal Faces, as she has been called elsewhere in her endeavors, but Julie has always been a solid and true advisor. Heidi, one of our very first Bridal Image Consultants has my trust and is full of Godly integrity. She often is a sounding board for me. I have learned, as the owner… and as one of the Bridal Image Consultants, that if you need help it is best to seek advice from trustworthy people who also have success. My husband, Bo, is also a cherished advisor and Oh So Proud of me. That makes me happy!

Dealing with brides can be challenging at times. I always say that one of the reasons I love what I do is because I adore working with women. It may sound silly, but I enjoy serving them. Not all women can say the same. But sometimes brides are really young and haven’t perhaps had the chance to learn “business skills”. They’ve never signed a contract or had a payment deadline. Our younger brides can be a bit hard to deal with sometimes because of their lack of experience. I’ve learned how to be patient and understanding. Customer Service is nonexistent in our world these days…but not at Formal Faces. We are excellent communicators who desire to help our brides feel comfortable in their decisions.

When I really thing back I remember a great challenge I had to overcome. About 8-10 years ago I had an individual contact me. She wanted me to hire her. I kindly declined her b/c I didn’t think she was a fit for us. One of the greatest business struggles I have had to face was this: This individual went out on her own and proceeded to copy every creative idea we have ever had. Their website even looked just like ours. They had aprons – that looked just like ours. Their pricing guide was exactly the same! This was a heart-breaking journey for me. I had so many feelings, but the strongest one was anger. How could someone do that to me? I preceded forward slowly after seeking lots of advice from wise people. I had decisions to make that I never thought I would face. But…in the end, all is well and I learned how to protect myself and my staff. Imitation is the greatest form of flattery, but as a journalism major I knew that plagiarism is illegal!

When the decline in the economy occurred…we saw no growth for a few years. It was also hard because all of the sudden everyone was a Wedding Hair & Makeup Artist or Wedding Photographer. It was difficult to see brides book with companies that were born out of the economic decline. But, I learned from this too. Time will weed out those companies that don’t do quality work. Brides have very high expectations and they cannot be fooled.

One of the greatest struggles we continue to face is alcohol. I get it – people drink at weddings…but oh my: it causes about 80% of all problems (if there is going to be one). Not necessarily for us directly, but if the bride is sick, hungover, or just plain “out of it” on her wedding day – it makes everything more complicated. I have actually done a bride’s hair while she was throwing up. I discovered a month later that she had zero recollection of her wedding day. I just don’t get it. If there is one thing I would change about the job…that would be it!

Alright – so let’s talk business. Tell us about Formal Faces – what should we know?
We were the 1st in the Southeast to offer On-Location Wedding Hair & Makeup. Each one of my Bridal Image Consultants does both hair & makeup. Most companies who specialize in this work have artists who do either hair OR makeup. I require my staff to do both so that each time we are working with a client…we are more efficient & can truly get to know the client’s overall style and desires. We stay on time! This is huge for any wedding day. Because this all we do – we are amazing at it. We create a timeline for each bride that allows for the bride to finally sit back & relax. We really focus on the wedding party’s comfort level. We are there to serve them & the attitude of service makes our clients very happy. We listen! We listen well! This means we find out (with conversation & photos) the look that the client is going for and we do everything possible to meet her expectations! Pinterest inspires many looks & we know how to do them because I believe in constantly training. Hair & Makeup is like fashion – constantly evolving but there are certain classic looks that remain popular. We also do false lashes and hair extensions!

Any shootouts? Who else deserves credit in this story – who has played a meaningful role?
I thank my husband, Bo Adams. When your wife is growing a business that requires her to be away on weekends – it takes great patience & a supportive nature. Bo is my cheerleader for sure. Our brides are the BEST! If you visit www.weddingwire.com or www.theknot.com – you will be able to view thousands of 5 Star Reviews. We have done thousands of weddings & each bride adds to our adventures! We are so thankful for a job we love. Many of these brides remain our friends…in fact – one of mine from last year is our newest Bridal Image Consultant. Life is clever that way – so many beautiful surprises to be thankful for!

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