Today we’d like to introduce you to Amy Kelly.
Hi Amy, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstories with our readers.
My journey to becoming an entrepreneur was not intentionally planned. I was living in Arizona while earning a degree in Multimedia while supporting myself with retail, sales, and accounting positions. I decided to return to my home state of Minnesota and took a job working in cosmetics while I pursued a job in my field of study. Jett Makeup was created in 2007 to offer personalized onsite bridal makeup services, and quickly expanded to include makeup for commercial shoots and partnerships for special events with local businesses. I saw the opportunity to be the first provider in Minnesota to offer airbrush makeup and eyelash extensions as it was only available in Hollywood at the time. I was determined to grow my clientele and was willing to work anywhere at any time to do so. Prior to the use of Google reviews and internet searches my main avenue of growth relied on word of mouth and client referrals. In 2009 my eyelash extension services were featured in both Minnesota Monthly and Mpls St. Paul Magazine. I was also featured on the WCCO news highlight and Twin Cities Live television shows.
As client bookings quickly increased, I opened my first studio on 50th and France in Edina. I financed the store myself with the earnings from my services. To save on costs, I did all of the modifications in the space myself including; painting, carpeting, and hauling equipment and furniture. I eventually built unique high-end retail offerings that supported the services by reinvesting earnings. It was important to me that every woman I worked with felt they were getting a customized service specifically developed for them, and that became a core company value. The training program I’ve developed to train new service providers is specialized and lengthy to maintain the highest quality. I’ve been presented with the opportunity to expand quickly or franchise but chose not to as maintaining integrity and quality of the services is my focus. I rebranded to Jett Beauty when we expanded our services offering brow shaping, tinting, henna, laminating, lash tinting and lash lifts, permanent tattoo cosmetics, and facial services. I’ve also developed a partnership with Associated Skincare Specialists, board-certified dermatologists who offer injectable cosmetic treatments at our studios.
I celebrated 15 years in business and opened my second store in downtown Excelsior. We continue to expand our service offerings and retail products while maintaining the highest quality of services. We now have 10 employees and are continuing to grow!
Can you talk to us a bit about the challenges and lessons you’ve learned along the way? Looking back would you say it’s been easy or smooth in retrospect?
There are always challenges to face when you pursue your own passion and interests, especially in business. For me, many of these challenges were during the start-up phase of my business. I did not have any previous business experience in negotiating a lease, raising funds, developing training systems, or being in charge of a business with many employees. My background in retail store management was helpful it provided the foundation for understanding basic operations, but I needed outside guidance and resources.
I often found myself “working in the business not on the business” as they say. I knew this was not sustainable and sought out resources to support my personal growth and development of my leadership skills to best serve the business. I joined WBC, met with Score, read books, and attended the SBA Emerging Leaders program. I also had incredible women mentors that were often clients who offered ongoing support and advice. There is nothing more powerful than women supporting one another in business.
Can you tell our readers more about what you do and what you think sets you apart from others?
I have always, I believe, been a creative person. As a child, I loved to paint and draw. I truly am passionate about designing and developing the decor for my studios, everything from the color palette, and textiles, to the furniture, I wanted to create an environment that was unique and beautiful as well as therapeutic. I am incredibly detailed in the work I do and am relentless in the pursuit of perfection. I try not to approach things too narrowly but with an openness to possibilities. An example of this is that we offer permanent tattoo cosmetics, the traditional service is to enhance beauty. We certainly can do that, but we have also helped clients look better after suffering from scars due to animal attacks, cleft palates, alopecia hair loss, and even older clients who suffer from loss of eyesight. I enjoy monitoring trends and developing services to be sure we provide and have well-executed services. I have worked with local television programs throughout the years to share beauty tips and techniques. I want our clients to continue to trust our leadership in the years to come. I am excited about the growth of the business and plan to continue to expand. I am also committed to helping other women in business in any way possible.
I am passionate about volunteering and have instilled volunteerism as part of our business culture. We have several events throughout the year that we partner with the nonprofit Headwaters Relief Organization. These fundraising events have helped support initiatives to combat human trafficking, support girls’ education, and assist them with identifying their own strength and beauty thereby fostering the growth of self-esteem as well as, programs that focus on providing education for children in Haiti orphanages. I personally have volunteered with this organization. I have encouraged my staff and children to do so as well in a commitment to others. My most recent volunteer experience was in the war in Ukraine. I also now am on the board of the Headwaters Relief Organization.
Do you have any advice for those looking to network or find a mentor?
In every relationship, it is important to establish trust and always convey respect. Surround yourself with people with diverse backgrounds they will expand your thinking.
Don’t be afraid to ask for help or advice. Empower your staff to network and partner with others. Say yes to opportunities that may not have an immediate financial gain but can often lead to partnerships or new learning.
Always seek to expand your reach, and be willing to learn that you can create opportunities both for yourself and others.
Contact Info:
- Website: Jettbeauty.com
- Instagram: @jettbeauty
- Facebook: https://www.facebook.com/JettMakeup/
- Yelp: https://www.yelp.com/biz/jett-beauty-edina
Image Credits
Presson Productions – Katie Cannon
