Today we’d like to introduce you to Martha Licari.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I have always been passionate about the beauty industry, even from an early age I immersed myself in it. My grandparents and Aunt have owned successful salons and my older sister has been a hairstylist for over 20 years.
After embarking on my esthetics career I obtained my first eyelash extension certification for Classic Lashes from NovaLash. I spent over a year researching different Lash companies as they weren’t as mainstream as they are today. After my first real “lash client” I felt so deflated. I actually called Novalash to inquire about selling my starter kit and supplies! Luckily the young lady on the other end of the line had the foresight to talk me off the ledge, reevaluate myself and together we decided on an action plan. I went full steam ahead working for free on anyone who would let me. I practiced relentlessly at work and at home until I built up the competency to set myself apart from other lash artists.
Within my first year of lashing professionally, I was awarded the prestigious Novalash Artist of the Month Award, national recognition from one of the largest lash extension companies in the world! I decided to obtain my next certification, Advanced Lash Extension Artist, from Novalash as well. We learned more in-depth styling and application techniques as well as Candied Lashes (specialty lashes). All the while my lash career was taking off, my personal life was falling apart… My marriage was suddenly ending unexpectedly with my husband filing for divorce and I soon became a single mom to two small children, one of whom with very special needs. It completely changed my perspective on life and was the catalyst I needed to take charge of my career.
I branched out on my own and was no longer a commissioned contractor and rented a suite after being at the same salon for a few years working alongside some great women. I had everything to lose having 2 kids to support who depended on me so this absolutely HAD to work! I loved my newfound freedom and it seemed my lash career was at its peak. Around the same time I was branching out, Russian Volume was just making its way to the states and it was the best thing to ever happen to lash extensions. A totally revolutionary technique that allowed the artist to create even greater fullness and beauty where it previously wasn’t attainable with classic lashes. I decided to take a chance and attend a private training in Miami from a (now) world-renowned lash artist.
We had to have a translator assist me since the instructor did not speak any English at all! (Thankfully lash extensions are a universal language!) I obtained my third certification (Russian Volume Extension Artistry) and, like when I was first starting out, practiced day and night. I loved this new technique and was so proud to be one of the very few first artists in South Florida to offer this new service. Fast forward to the next year… I kept seeing these posts about the first-ever lash competition in the United States accepting applications to compete. In the back of my mind, I kept telling myself to “just do it” but my confidence kept getting the best of me. I kept talking myself out of applying for the event. On the last day to enter, I was home bedridden with a horrible kidney infection. I stumbled across the post again and decided, why not? I submitted my information to compete.
A couple weeks went by and I assumed I wasn’t selected and then one day as I’m driving to work I checked my email at a red light and see the email from Lash Wars letting me know I was one of the finalists chosen to fly to Vegas and enter the Volume Lash Category. It was amazing and super scary at the same time… I had to secure a model, coordinate the travel and plan out my lash entry design. I spent every waking moment after work and after the kids were asleep thinking and planning. I had never entered a competition, let alone one of this magnitude. The time came for me to pack my bags and fly out to Vegas and compete. The convention center was hosting the International Beauty Show and also the first ever Lash Wars. There were thousands of people in attendance and everyone could watch. Entrants flew from all around the world to compete. I completed my model and post-competition interview.
That evening was the awards ceremony all entrants attended. It was a gorgeous event! When the Russian Artistry Category was being announced, I was trying to maintain a positive attitude but it was nerve-wracking. They called my name and I started clapping not even realizing it was me they called! I walked to the stage related and received my award. I flew back home and hung it right above my lash room door so I would see it every day.
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?
To say it has not been a smooth journey would be a tremendous understatement. I entered into a business arrangement with a partner to open a salon that was not working out. There were many personal and business decisions that negatively affected my lash career and our salon. It was definitely a low point of my career and a humbling experience.
After 2 years in business (1 year ago) my landlord approached me with an opportunity to take over sole ownership of my salon. It needed a complete overhaul and she felt I could do it. Had she not had the faith in me to do this, I don’t think I ever would have, but this was just the thing I needed to bring me back to life. It was a chance to “start over”, take back charge of my career and make my vision a reality. While those first 2 years were stressful and very much filled with regret, I am actually thankful for those failures. I made a lot of mistakes along the road to running a business on my own, but without those mistakes, I wouldn’t have my future successes.
It’s amazing what can be achieved when someone has faith in you!
One month after I officially took over my salon and started the total overhaul, my mother was diagnosed with stage 4 brain cancer. She brought a brave battle for 9 months and on September of this year left this earth. Aside from my family, the only thing keeping me going is my business. I have been blessed with the greatest clients that have helped me maintain my purpose in life.
Premier Hair and Lashes – what should we know? What do you guys do best? What sets you apart from the competition?
At Premier Hair and Lashes, we strive to give each guest that enters the salon a one of a kind experience, to make them feel like valued patrons, to provide exceptional customer service and consistently exceed guest expectations each and every visit.
We are a trendy, community-oriented salon based in Boca that offers a number of services from lash extensions to waxing, hair artistry to hair extensions and makeup.
Premier Hair and Lashes only uses the highest quality supplies for every service we offer and we have award-winning artists who all share the same passion within their specialty.
– Martha is a Novalash Artist of the Month and a winner of Lash Wars 2014 Volume Category, a worldwide competition and the first of its kind in the United States.
– Jason is a certified Master Goldwell colorist with an appreciation of beauty created through self-expression and individuality.
– Mika is Pravana Chroma Silk Color Certified, GK & Peter Coppola Keratin Certified and has also lent her talents to fashion shows both charity and non-profit.
What role has luck (good luck or bad luck) played in your life and business?)
I mentioned earlier how my mistakes have led me to my successes and I really feel passionate about taking negative experiences and turning them into positive ones. It took a whole lot of mistakes and bad luck to lead me to where I am now and I couldn’t be happier about it. But with bad luck, there is also good luck and I had the good fortune to have a great landlord who also happens to be a true role model for me. It doesn’t matter how many ideas you have, if you don’t have anyone who believes in you, you probably won’t get very far.
Thanks to my landlord and my new husband their confidence in me motivated me to keep moving forward and better myself each and every day,
Contact Info:
- Address: 5721 Federal HwyBoca Raton, FL 33487
- Website: www.PremierHairAndLashes.com
- Phone: Martha 561.703.9241, Mika 201.289.7969, Jason 954.655.4332
- Email: premierhairandlashes@gmail.com
- Instagram: @premierhairandlashes , @beauty_by_mika , @jasontroyhair
- Facebook: www.facebook.com/premierhairandlashes
Getting in touch: VoyageMIA is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.
