Inspiring Conversations with Diana Guajardo of New faces beauty studio

Today we’d like to introduce you to Diana Guajardo.

Hi Diana, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
My name is Diana Guajardo and my business is a family business so I’m pleased to share its story, around 15 years ago I stared off helping my brother Cesar Guajardo with his hair salon but only as the administrator, and without knowing what was to come I continued his legacy. Cesar passed away in 2013 due to cancer. Without knowing how to carry the weight of my grief and my family’s along with what to do with his business, I decided to continue all the hard work he had put into the salon he loved. As expected it was extremely difficult at first because regardless of the fact that he already had loyal clients I still lost majority of them and had to practically start from scratch, so I started to study cosmetology while I did my best to maintain the salon running. Shortly after the stylists wouldn’t see many clients through that door either so they would walk out too which only motivated me even more to become a professional cosmetologist over 10 years ago. Once I obtained my license and I started to actually work on clients hair, the main help I had were the few clients my brother had already gained the trust of and little by little they themselves started recommending me to their friends and family which is how I developed my own clients and everything had flowed into place with very little publicity and marketing. Like many business owners there have been many moments where I had thought about closing but I remind myself of all I’ve gone through and where I am now and most importantly the reason why I decided to take this on in the first place. Knowing I carry his business is the main thing that makes me feel like my brother is here with me. With that said Ill continue until New Faces Beauty studio is heard all throughout Colorado knowing that’s what Cesar would’ve wanted.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Starting a business with little knowledge and a lot of demand and expectations because of the reputation that my brother left behind was the biggest obstacle I had to overcome.

Alright, so let’s switch gears a bit and talk business. What should we know?
I specialize in doing women’s hair, things like hair color, hair style, hair cuts, capilar treatments. My favorite parts about my job is doing fantasy hair colors but also listening to my clients talk about their lives, it proves to me that the environment I’ve built allows for them to feel heard and cared for weather they want advice or just to be heard. What I’m most proud brand wise is remaining at the forefront of my industry and staying up to date with the latest trends. I’m also currently in a non surgical hair replacement course learning to do even more.

What does success mean to you?
Success to me is the joy and satisfaction the comes from doing your job without feeling like it’s for money or fame but instead doing something you enjoy and love. To me knowing I help my clients emotionally even with the smallest details is what fills me with gratitude and satisfaction.

Contact Info:

• Instagram: @newfacesbeautystudio
• Facebook: https://www.facebook.com/diana.gacevedo.2025?
• Other: @newfacesbeautystudio TikTok