

Today we’d like to introduce you to Jessica Roja.
Jessica, can you briefly walk us through your story – how you started and how you got to where you are today.
I’m originally from Cuba, born and raised there. Came here at 19 years old with my mom (single mom since I was born).
I started working on anything and everything I could find to help support our family. I always did my hair since I was 3 years old I never let anybody touch my hair. So that was always my favorite hobby.
One day at the daycare I used to work at, where I did all my coworkers hair just for fun, my boss told me “Jessica you know you are really good at this, have you ever thought of doing this as a profession?” My answer was no, because I had so much fun doing it didn’t feel like work to me. I went home and talked to my boyfriend (now my husband). He has been by my side since day one, he’s my biggest supporter even on those days we had to have ramen noodles for dinner because he wanted me to go to beauty school and quit my job. So, I did enroll and he was working 3 jobs to make it happen. Those times were rough but made us so strong in our relationship and our business goals together. I build my name and brand one client at a time and then I built my team. Now I’m a brand-new owner of my beauty salon “To Dye For Beauty Studio” in the city of Pembroke Pines. We offer all kind of services from hair to nails and skin care. I know this is just the beginning but I’m excited and eager to make this place a huge success and continue expanding professionally in the future. I also want to mentor young starters on this industry to never give up even though when times are hard always to stay focus and continue learning.
Learn from every client, every coworker, every opportunity you encounter. It only makes you a better professional and prepares you for a future full of new challenges.
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?
I had a lot of financial struggles. Me and my mom came to this country with absolutely nothing. To a new language, a new culture a new life style. It was really hard when I made that decision to go to Beauty School because I quit my job to go to school full time.
My husband was making minimum wage and had to take 3 jobs to support the both of us. We didn’t own a car so must of the times I had to take public transportation to school and home. We didn’t go on a date for a whole year. Later after I finished beauty school my mom lost her job and was looking for a job for months and couldn’t afford her living expenses anymore. I told her to move in with us and she has been with us ever since. She was always giving me so much strength and support even though we were struggling so much, she never let me quit.
To dye for beauty studio – what should we know? What do you guys do best? What sets you apart from the competition?
When I first started, I worked at a salon for a short period of time. The reason why I left was because I didn’t see myself following that type of business model. I knew I wanted to be part of a company where it was all about “superior customer service” where the clients will feel at home and were employees will feel like family. So I created my own company “Hair and makeup by Jessica Roja” I mainly specialized on hair and makeup services on site for weddings and other events. My company grew a lot and I started adding other professionals on my team. I also open a small suite for hair coloring “my new specialty” and what I like to do most. I learned a lot, even though I was by myself I was preparing myself for bigger projects. I went to beauty shows to keep myself up to date and connected with other stylist and educators online. I will never stop learning.
After 7 years, I finally decided it was time to get a bigger space now I have my own hair salon “To Dye For Beauty Studio” and I manage my own team of professionals.
What sets us apart from others is our love and dedication to our profession and our clients, we are all about superior customer service. I always tell my team that 90% of the clients come back because of you, no matter how good you are at what you do. Your personality, the way you care about your customers and how you make them feel special is what they are gonna remember. The fact that they got a great haircut is a plus but they are coming back because of you! We make their experience fun and enjoyable, we cry, we laugh together, we talk about everything! But that’s what they love.
What moment in your career do you look back most fondly on?
My proudest moment was opening my own salon. I was so scared because I wanted this so bad and I’ve sacrificed so much for it. I didn’t want anything to go wrong. But that first day when every client came in the door and greeted me and gave me their love and support after being shocked that I was only (soon to be) 28 years old. That day I felt like I did it and gave me new strength.
Pricing:
- Balayage starting at $100
- Micro links hair extensions starting at $300
- Keratin treatments and Botox starting at $120
- Makeup application starting at $55
- Bridal hairstyles starting at $60
Contact Info:
- Address: 1471 N Palm Ave., Pembroke Pines, FL 33026
- Website: todyeforbeautystudio.com
- Phone: (954) 433-9202
- Email: todyeforbeautystudio@gmail.com
- Instagram: Instagram.com/todyeforbeautystudio
- Facebook: Facebook.com/to-dye-for-beauty-studio-105914683422791/
- Yelp: Yelp.com/biz/to-dye-for-hair-studio-pembroke-Pines-2
Image Credit:
Jesenia Mena
Yolanda Figueiredo
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.
Toni Carameros
October 5, 2017 at 3:54 pm
I am so proud of you Jessica. You are not only a professional but such a good woman with an honorable soul. I know God is going to bless you in life because you give so much with Mommy by your side. You and your family have worked so hard to accomplish your goals and soon you will reap rewards you never thought of. Much love, your client, Toni Carameros