Today we’d like to introduce you to Shirley Romero.
Hi Shirley, 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?
Ever since I learned the meaning of “entrepreneur” back in elementary school, I knew I wanted to work for myself. Fast forward to high school—I was always drawn to everything related to beauty. At the time, I was especially interested in hair and planned to get my cosmetology license after graduating.
But when it came time to enroll, I started to doubt whether hair was truly my passion. An advisor at Emily Griffith Opportunity School suggested I check out their esthetician program. I met the instructor and got the 411 on the world of skincare. That conversation reignited my excitement, and I enrolled!
After completing the course, a few students failed their board exams. Unfortunately, that discouraged me, and I didn’t even try to take the boards. I pivoted to medical assisting, worked one job in the field, and then moved into phlebotomy. It wasn’t my passion, but I loved helping people—and bloodwork plays a key role in how doctors determine treatment plans.
In 2018, I finally admitted to myself that phlebotomy wasn’t my calling. I bought the updated esthetician textbook and many others to study and refresh my knowledge. Months later, I signed up for the board exam. I passed the hands-on portion with ease!
Next came the practical exam. I scheduled it after work—not the best idea. When I arrived, the door was locked. The phone number went straight to voicemail. I panicked, then eventually found another entrance on the other side of the building. Feeling flustered and exhausted, I rushed through the test, worried I’d run out of time. Unsurprisingly, I failed. It was discouraging, but I knew I could’ve passed if I had taken my time.
So I booked the next available test, about two months later. This time, I scheduled it on my day off and arrived 30 minutes early to decompress. I passed!
I applied to a few spas, waxing centers, and lash studios—not many, because deep down I knew I wanted to work for myself. I didn’t receive a single callback or interview. Shortly after, I found out I was expecting a baby, and decided it wasn’t the right time to change careers. I put my dream on hold—but not for long.
I’d been at my phlebotomy job for five years. When it was time for raises, I received the lowest one ever, despite my review saying I scored “exceptional.” After speaking with coworkers, I realized I was the only one who received such a low raise. I brought it up with my boss and her supervisor. Their response: “You’re making more than 88% of phlebotomists in the region.” It felt like an excuse.
I brushed it off and applied for a higher position—the same one I held before having my baby. This time, it required out-of-state travel. I interviewed, but the role was given to someone else. When I asked my supervisor why, she said, “Because you have a baby.” That was the last straw. I gave a three-week notice, with no idea what I was going to do next.
Days later, I got a message from a traveling lash education company—they’d be in Denver the following week! I jumped at the opportunity. I took a three-day course and earned a certificate covering classic, hybrid, and volume sets. After the last day, I started taking models at home. I posted online and began working with people I didn’t know personally.
One client came with her boyfriend—something we hadn’t discussed beforehand, but I let it slide. An hour in, she asked to go outside for a “smoke break.” When they returned, I finished her set. They said they were waiting for a ride, but after an hour passed, I sent them on their way. Later, my mom told me she saw them drinking whiskey during that break. That was it—I decided no one would come to my home again. My son’s safety comes first.
I started searching for a room to rent and began lashing only my coworkers—some of my biggest supporters. A month later, I found a suite shared with another esthetician. She was a kind-hearted, hardworking mother and business owner—truly inspiring.
I began growing my clientele through Groupon. I worked while building my business, and within about seven months, I was able to cut back to part-time hours. After a year, the person I was renting from decided to leave that location. With about six weeks to find a new space, I discovered an office suite just five minutes away and moved in. To comply with board regulations, I installed flooring and made other upgrades.
Fast forward to now—growth has been slow but steady, and I’m so thankful to still be here! It was tough lashing until 11 p.m., but now I rarely work past 5 p.m. I even have enough space to offer suite rentals.
There are still aspects of accounting, business, and marketing that I’m learning. But I’m beyond grateful—for the affordable rent I started with, for my mom who watches my son on short notice, and for the friends who helped me move, let me practice, shared my posts, and helped install my flooring.
Even during slower months, my son inspires me to keep going. There’s no plan B, no other option—I have to make this happen for him and for myself!
We all face challenges, but looking back would you describe it as a relatively smooth road?
I would not word the journey as a smooth one, but an educational one. From the start bringing unknown lash models to my home , made me afraid to take unknown clients, but I knew limiting the people I take would only limit my growth. Getting into a studio was a big step to take early on, but glad I did. There were financial struggles getting started, I was leaving my job, then paying for an expensive lash class, lash furniture and supplies which I put on a credit card. I thought I would come out of my three day class a pro! Little did I know there was so much to learn! From reactions, to eye redness, to retention!
Thanks – so what else should our readers know about your work and what you’re currently focused on?
I offer lash extensions, full body waxing, brow lamination and tinting, as well as lash lifts and tinting. I strive for natural and healthy! I will turn away clients with unhealthy lashes and suggest they come back after two months of using serum. I want my clients to continue to have healthy lashes and to maintain it! Adding lashes too long or too heavy is a big no for me. I also use gentle lamination and lifting systems to support that. I go for wax that include gentle and anti-inflammatory ingredients. I believe beauty shouldn’t destroy your natural hair, but simply enhance it!
I’m most proud of my growth! I learned so much from when I started to now! Spreadsheets, inventory, licenses, revenue, profit and more! Growth doesn’t just meaning growing your books, it means retaining the ones you do have! It means staying consistent, keeping up-to-date with your product knowledge.
Referring back to the natural aspect and also uniqueness. I don’t go with what every one else has or what lash sets are trending. I want to give my clients lash sets for their unique face, during fill appointments I will make tweeks to enhance your eyes. My clients trust me to do so and I love that! When it comes to brows you will not get stencil brows, you will get brows that aligns with your natural shape. I like to keep as much hair as possible, then show my clients their brows if they prefer thinner (rarely happens) we can always adjust.
I believe beauty shouldn’t destroy your natural hair, but simply enhance it!
Where we are in life is often partly because of others. Who/what else deserves credit for how your story turned out?
My previous job, for being unfair, it gave me the fire I needed to get started! My friends and coworkers that trusted me to practice on them, share my work and recommend me. Aryana, Anne, Linda and few others. Selina, owner of The Skin Societe for offering her space to rent, for her kindness and willingness to answer my questions and give advice. My mom, Marva for watching over my son in sometimes as little as two hours notice. My friend Deanna, my brother Sergio and my child’s father for installing my flooring, baseboards or building furniture.
All of those pieces were so crucial to getting me started and I am forever thankful for them!
Pricing:
- Face Waxing $15-$45
- Back, Brazillian or Chest Wax $55
- Lash Lifts & Brow Lamination $60, $70
- Full sets starting at $115-$150
- Two week fills $60-$80
Contact Info:
- Website: https://lashwaxfactory.glossgenius.com
- Instagram: https://www.instagram.com/lash.and.wax.factory
- Facebook: https://www.facebook.com/LashWaxFactory/
