Who is Yvette?
I’m a wife, Mom to 3 beautiful boys and Owner of Serayu Beauty in Durbanville Cape town, South Africa for the past 9 years. I’ve been in the beauty industry for 21 years. Before owning Serayu Beauty, I worked on cruise liners for 8 years and 4 of those I managed teams onboard. After ships I Owned my own Mobile Spa Business then ran a two room salon in a Boutique Hotel in Seapoint, Cape Town for two years.
What made you choose Esthetics over everything else?
I never knew what I wanted to study after school. I wanted to be an actress but my Dad said there is no money in that, then a Chef ( I love cooking). But then came across beauty and thought “ How hard can it be to do a facial?”. Hahahahah little did I know how much goes into what we do and how passionate I’d be about it.
What would you say are the top three skills needed to be a successful esthetician?
Be coachable, our industry is constantly evolving and there are always better ways to do what we do and get even greater results. So be open to learning, ALL THE TIME. Always think about your client and THEIR needs, sometime we want to do something for a client but it might not be what they want, so be willing to meet them where they are at in their journey. Take pride in your work, from how you set up your room, your clients comfort and experience, sharing your knowledge with your client to executing an amazing treatment every single time from the first client to the last client of the day. Consistency.
How did you come up with the name for your company and how do you generate new ideas?
I bought my company with this name and my Mom advised “ It’s bad luck to change a ships name”. Come to find Serayu is the name of the Holy Ghost in the Book/movie THE SHACK. I love that. I love marketing and follow companies that I admire and get little ideas from everywhere (mostly in the shower) then put them together.
What business-related book(s) has inspired you the most and how?
I mostly read or listen to mindset books, I think the only actual Business book I’ve read is Sweat, Scale, Sell by Pavlo Phitidis. He same amazing analogies of your business and actionable steps to grow and scale your business.
Who has been your greatest inspiration throughout your Esthetics journey?
I would have to say a long time Coach and Mentor of mine Carissa Hill, She teaches mostly Marketing (which is what I love the most in my business) but Money and Mindset at the same time.
How do you build a successful customer base?
Marketing Marketing Marketing. Put the money down and market your business to build your list. I use Social media mostly and pay for FB ads. I’m huge on customer service, from the minute they get in touch may it be email, phone call or WhatsApp, we need to respond immediately. I teach my team to follow up with their clients. Everyone wants instant gratification.
What piece of advice would you give to college graduates who want to become Spa Owners?
Get passionate about numbers/accounting as well as your skill or talent. Knowing your numbers will give you a lot of control and a lot of free time and money to do what you best.