Today we’d like to introduce you to Yessica Guido.
Hi Yessica, please kick things off for us with an introduction to yourself and your story.
Everything started when I immigrated from my country to the United States. I arrived with only $50 in my bag, not knowing anyone, but with one very clear goal: to build a better future for myself and my family.
I did everything I could to move forward. I cleaned houses, took care of children, worked in call centers, and accepted every opportunity that came my way. All of this while I still did not have legal status in the country, which made the journey even more difficult, but I never allowed that to take away my determination to keep going.
Later on, when I finally had the opportunity to become a legal resident, and already had a one-year-old baby, I worked cleaning houses during the day and studied cosmetology at night. I lived that way for about two years, sacrificing time, energy, and sleep, but always staying focused on my goal.
After graduating from cosmetology school, I started doing clients’ hair in the living room of my house. I made a little money while practicing and continued working cleaning jobs to support myself.
After some time, I decided it was time to leave everything behind and fully dedicate myself to my career. That was when I made the decision to rent a very small one-chair salon suite. I had no steady clients and not enough capital, but I started anyway.
There were days when I did not get a single client. To make myself known, I even started giving away my work so people in the neighborhood could get to know me and trust me. Little by little, my work began gaining recognition within the community.
Those were very difficult times. There was an entire year when I made just enough money to pay the rent for the salon. I remember days when I did not even have money to eat and would go hungry until I got home. But even during those moments, I never thought about giving up, because I knew I was building something bigger for my future.
Over time, that dream that started from nothing became what is now Yeka Beauty Studio — a business built with hard work, discipline, resilience, and passion.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Not at all — it was a very difficult journey. One of the first obstacles was the language barrier that existed in my mind at the time. Many people would tell me, “How are you going to work there if you don’t speak English?” It’s actually funny now because today I have many American clients who truly love my work and have supported me throughout my career.
Another major challenge was becoming a mother while trying to build my business. At that time, my husband worked nights and I worked during the day, but because the salon was barely making any money, I still had to continue doing cleaning jobs to survive. My time was divided between cleaning jobs, my baby, and my small salon suite.
There were days when my son did not have daycare, and I had to take him with me everywhere. I remember putting him to sleep on the chairs in the lobby of the building where I rented my small salon suite while I worked on clients. Those were very difficult moments physically and emotionally, but they were also the years that taught me the most about sacrifice, perseverance, and determination.
I think many times people see the final result, but they do not realize everything that exists behind a business built completely from zero.
As you know, we’re big fans of Yeka Beauty. For our readers who might not be as familiar what can you tell them about the brand?
Yeka Beauty Studio was created with the vision of becoming more than just a beauty salon; I wanted to build a space where women could feel confident, cared for, and empowered. From the beginning, my focus has always been on combining luxury, quality, and a truly personalized experience for every client.
Our main specialty is hair extensions. Over the years, I became deeply passionate about this industry and realized that the quality of the hair truly makes all the difference in both the final result and the client’s experience. I also own another salon in Nicaragua, and that experience allowed me to learn about different markets, techniques, and suppliers within the beauty industry.
What makes us unique is that we are one of the few Latino-owned salons working with a premium Russian hair line. Reaching that level was not easy. For years, I tested different suppliers searching for the best possible hair quality. I lost a significant amount of money on trials, orders, and products that did not deliver the quality they promised. I was even scammed by suppliers who claimed to offer the best products and then disappeared with my money.
After going through so many difficult experiences, in 2023 I decided to personally travel to Russia to find the best hair factory and learn directly about the quality process. That trip completely changed my vision for the business. Today, I am extremely proud to say that our extension line is of the highest quality and that we offer a truly premium product to our clients.
I am also incredibly proud of how far this dream has come. What started with one small chair in a tiny salon suite has now grown into an established salon located in the heart of Miami Beach, with a team of 11 employees. Seeing that growth is a reminder that hard work, perseverance, and belief in yourself can truly transform your life.
Beyond beauty, I want people to know that behind my brand there is a genuine obsession with quality, excellence, and authenticity. Every detail at Yeka Beauty Studio has been built with hard work, passion, and dedication.
Is there anything else you’d like to share with our readers?
Yes. I would like people to understand that dreams often feel impossible at the beginning, especially when you come from difficult circumstances, start from zero, or feel like you do not have the right connections, money, or opportunities. But I also want them to know that perseverance can completely change the direction of a person’s life.
My story is not only about beauty or business; it is a story about resilience, faith, and hard work. There were moments when many people doubted me, and even times when I felt fear and uncertainty myself, but I never stopped moving forward. I learned that success does not happen overnight and that behind every achievement there are years of sacrifice that people often do not see.
One of the most difficult moments in my life came when my business had already grown and was becoming more stable. That was when I went through my divorce, and it left me in a very vulnerable position. My ex-husband was the one handling the administrative side of the business, while I had always focused mainly on the creative side.
Suddenly, I found myself alone with my son Denis, who was 8 years old at the time, and running a business that I did not truly know how to manage properly. The financial losses kept increasing, money was slipping through my hands, and there were moments when I honestly thought I could lose everything.
But looking back now, I understand that this was the moment that transformed my life the most. That was when I decided to truly become the CEO of my company and the businesswoman I am today. My first step was attending my first Tony Robbins seminar, an experience that completely changed the way I viewed life, business, and my own potential.
I have gone through many difficult moments, but each one made me stronger, wiser, and more aware of who I am and everything I am capable of building.
Contact Info:
- Website: https://www.instagram.com/yekabeautystudio/
- Instagram: @yekabeautystudio
