Today we’d like to introduce you to Dana Persia, who is sharing her story with us below:
After two decades in the corporate world, Dana followed her heart and passion to create a successful beauty business.
Driven by her enthusiasm for a fondness of all things beauty and for magnifying a woman’s attractiveness and fondness for beauty, she embarked on her own business journey. Dana did not take the easy path to entrepreneurship but traveled a rocky, winding road that led to where she is today. A Philadelphia native, Dana attended Rutgers University, where she graduated cum laude with a B.A. in English. Her writing talent led to a 20-year career in marketing, public relations, and communications, holding positions at the Economist, Sunoco, and BOYDS all while sitting on the boards of several non-profits. She made a mid-career change, attending Jean Madeline Aveda Institute, where she studied skincare and makeup, a passion of hers.
Dana spent several years in salons and luxury spas while continuing to work her corporate business position, but like many, lost a lucrative position in the 2007 recession. Luckily, she launched DP Image Consulting two years prior, and before the crash, spent evenings and weekends networking and seeing clients. Loving the idea of helping people reach their potential, she focused on her image consulting business, which for her female clients, included makeup.
For several years, Dana conducted workshops for Fortune 500 companies, non-profits, and universities but continued to work with individuals, soon realizing her makeup services were in high demand. With corporate budgets dwindling, survival meant rebranding with a recession-proof niche– bridal hair and makeup.
Since then, she has combined her Philadelphia and Southeast Florida brands into one beauty powerhouse — Beautiful Brides Hair and Makeup. With 40 artists spanning both markets, she and her talented artists have beautified over 5,000 brides, bridal party members, and special occasion clients. A combination of business savvy, talent, immaculate reputation, and client satisfaction is what makes her company one of the most preferred hair and makeup companies on the East Coast.
A Philadelphia native, Dana now lives in Palm Beach Florida with her husband Garry and loveable kittie cats Sonny and Gizmo. She spends her time growing her business, networking, swimming in the ocean, or reading the latest business book, or listening to true crime podcasts by the pool.
Achievement highlights:
-Lead makeup and hair for Palm Beach Weddings Magazine style shoot (Winter and Summer 2023)
-Member of the Palm Beach Chamber of Commerce, NACE Greater Broward & The Palm Beaches, WIPA Southeast FL
-Served over 5,000 brides, party members, and special occasion clients over the last 15 years
-Won Procter & Gamble “Beauty Bar” contract serving players and their families during the 2017 Philadelphia-hosted NFL Draft
-Lead makeup artist for NBC’s 10! Show
-Celebrity work includes Gavin Rossdale of Bush, David Tutera, and Heather Blaine Mitts, an Olympic gold medalist, as well as local authors, politicians, and executives
-Featured as a ”Dynamic Women” of Philadelphia in Philadelphia Style magazine.
-Graduated cum laude from Rutgers University
-Attended Jean Madeline Aveda Institute and is licensed in esthetics
-Corporate career includes positions at the Economist, Sunoco, Inc., and BOYDS Luxury Clothiers in marketing, communications, and public relations
-Received the “Volunteer of the Year” Award from the Philadelphia Prison System
-Voted Fox Small Business of the Day
-WeddingWire Couple’s Choice award 2011-2023.
I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey has been a fairly smooth road?
Well, the obvious and most significant one has been the pandemic. For almost three years most wedding businesses are just finding their way back again and many have simply closed their doors. In Philly, we were shut down much longer than many other states so that was hard. But we’re still here!
Leaving a secure corporate position is always a difficult choice. But I had such a fire and entrepreneurial spirit that losing my job in the last recession was a blessing.! It gave me the kick I needed to keep going and ironically, I built my Philadelphia brand during that recession into what it is today!
I guess staffing is a big challenge. Finding talent is easy. Hiring responsible, hard-working, and reliable hair and makeup team members is a bit more difficult. But that’s something I work hard at and pride myself on collecting and assembling not only talent but true professionals I can trust.
Alright, so let’s switch gears a bit and talk business. What should we know?
We provide affordable luxury wedding hair and makeup services for weddings and special occasions. bride and bridal party. We offer exceptional high-end services at reasonable, competitive pricing. We serve all of Southeast Florida, including, Palm Beach, Fort Lauderdale, Miami, Delray Beach, Florida Keys, and beyond Philadelphia, South Jersey, and Delaware.
– We work to enhance your natural beauty, so that you look your most beautiful, without being overdone.
– We know that you want your day to run smoothly, with no stress so we provide a minute-by-minute timeline for your wedding morning.
-Our goal is to exceed your expectations and make your experience unforgettable.
-High-glam, Modern, classic, retro, edgy, and boho hair and makeup including traditional and airbrush makeup.
—Online shop where you can buy exquisite hand-crafted hair pieces and accessories sent directly to you.
-The convenience of on-location services for trials, weddings, and special occasions. We come to you!!
-On the preferred vendor lists of venues, photographers, hotels, and many more.
-Owner-led styling sessions for the bride and moms to help style your look including hair and makeup suggestions, gown/dress styling recommendations, hair accessories, and much more.
-Owner-led individual and group makeup and skincare lessons along with cosmetic and skincare personal shopping sessions. Virtual makeup lessons.
Highlights:
Convenient On Location Services
Personalized Style Assessment To Ensure Satisfaction
Elevated Natural Beauty – No Overdone Looks
Products & Techniques Curated For Long-Lasting Results
Professional Highly Trained Artists
24-Hour Dedicated Bride Text Line (Moms Welcome Too)
Clear Booking Process And Flexible Trial Availability
Clear Service Timeline And Preparation Guidelines
Ability To Comfortably Manage Large Wedding Parties
Highly Recommended By Area Planners & Venues
Networking and finding a mentor can have a positive impact on one’s life and career. Any advice?
As far as starting your own business or following your entrepreneurial dream, as for a mentor, look for someone who may be more experienced than you. Find someone who has built a successful business without much financial backing if that’s your situation. Ask them to guide you through some of the challenges they faced and ask how you can avoid them.
Also, and I personally do this — if you don’t know a certain skill set — for example building your social media presence — seek out a person who does it well for themselves first or has done it for their friends or clients. I specifically look for smart and savvy millennials because they just eat and breathe this stuff and can teach me things it would take me hours to figure out!
Networking has been a huge part of building my business. That’s one reason my Philly brand is so successful. And, when I arrived in the Palm Beach area, I made it my mission to network as much as possible. In just a short time I amassed an amazing pool of new connections as well as so many new friends.
And network in both your industry groups and non-industry organizations like the Chamber of Commerce. Also, take some time to volunteer for a cause you love. You’re not only giving back to the community but you’re meeting so many new people from all backgrounds and walks of life!
Contact Info:
- Website: www.beautifulbrideshairandmakeup.com
- Instagram: @beautifulbrideshairandmakeup @danapersia
- Facebook: www.facebook.com/beautifulbrideshairandmakeupllc
- Linkedin: www.linkedin.com/in/danapersia
- Youtube: www.youtube.com/danapersia
Image Credits
Tree of Light Photography, Lisa and Greg Poland Photography, Anthony Page Photography, Brashleigh Photography, Caroline Logan Photography, and 217 Photography
