The VIP Suite at IMAGE Studios with Matthew Landis

Told She Wouldn't Succeed, Carlie Jo Shingledecker of Hair By Carlie Jo & Timeless Luxury Hair Extensions. Proved The Haters Wrong

• IMAGE Studios • Season 3 • Episode 15

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Carlie Jo is a dynamic entrepreneur who has successfully built two thriving businesses in the beauty industry. Carlie shares how her relentless drive and passion have been key to her growth. Carlie also provides insight into her client base and how she has cultivated a loyal following by offering high-quality services and products.

Carlie opens up about the past six months, a period of significant growth for her extension line, which now serves multiple IMAGE Studio locations and salons across different states. She reflects on the trial and error process that led to her current success, emphasizing the importance of quality and perseverance. Carlie’s candid account of her business development offers valuable lessons for anyone looking to expand their own ventures.

Furthermore, Carlie discusses her motivation for going independent and how she overcame early setbacks, including a move and rebuilding a clientele from scratch. Her story of defying the odds, particularly after being told she wouldn't amount to much, is truly inspiring. Carlie shares practical advice for new entrepreneurs, highlighting the importance of knowing your worth, setting competitive prices, and not being afraid to seek help. This episode is packed with insights and encouragement for anyone navigating the challenges of running their own business in the beauty industry.

Matthew Landis:

Welcome to season three of The VIP Suite at IMAGE Studios, the podcast exclusively designed for independent beauty, health and wellness professionals, brought to you by IMAGE Studios, the luxury leader in the Salon Suite industry. I'm your host, Industry Expert and certified business coach, Matthew Landis. In each episode, we will bring you insightful interviews with solo entrepreneurs who have forged their own path to success. From stories of triumph to practical tips and strategies for growing your client base and building your brand. This is the place to thrive and take your Salon Suite business to the next level. Joining me on The VIP Suite podcast today is Carlie Jo shingle Decker of Hair by Carlie Jo. And Timeless Hair Extensions at IMAGE Studios in Thornton, Colorado. Hello, Carlie Jo.

Carlie Jo:

Hi, thank you for having me.

Matthew Landis:

Oh, you're welcome. The privilege is all mine.

Carlie Jo:

I love hearing that.

Matthew Landis:

So let's dive right in. You've got two businesses in one. They're important. You have Hair by Carlie Jo, and then you have your extension line. Can you tell me a little bit about both of them and how they all work together and who your customers are?

Carlie Jo:

Yes, absolutely. So I have actually been in IMAGE Studios for about a year and a half. Now I started with one studio, which was a little different for me, because I came from another Salon Suite company where I had three. So I knew from the very beginning I was going to outgrow this pretty quickly. So recently, I have actually taken on a second studio, which had been a complete game changer. And that studio I use as a little kind of quiet processing room for my clients, but also as a retail area for my hair extension company that I started in 2023 but has really just ramped up. In the last six months, I sell to all of the IMAGE Studio stylists in here, but I actually have three of the locations, the Denver, Thornton and Lafayette locations and other salons around the area. And my clients, of course, so we're just getting started.

Matthew Landis:

That is incredible. And you said it's really taken off in the last six months. So what's different about the last six months?

Carlie Jo:

So about the first year, so starting in 2023, was just a lot of trial and error period, right, I was ordering different kinds of qualities of hair from the lowest and the highest, making my family and friends try it out, whether they wanted to or not, just to see what was going to be the best fit. And then I landed on of course, the highest quality, which I should have started with in the beginning. And then that is when I went live with it in January, I went live for sale for all stylists I created my website, which is separate from Hair by Carlie Jo. And we actually sell online now throughout the US and it's been it's been a hit.

Matthew Landis:

Oh my gosh, I'll say and can I just say, you know, our listeners can't really see your hair. But it is amazing. It is so gorgeous. But they can go to your Instagram, which is @hairbycarliejo. Yep, on Instagram and see all the great things that you have been doing there. And it's super cool. So I really love you have such a great energy, like we've been talking now for not even probably two minutes. And I'm just like, I really do. What motivated you to go independent and start your own business in the first place?

Carlie Jo:

I knew from the very beginning that my end goal was not to work for anybody else. And fortunately for me, I actually had the means to jump right in right out of school, there was about a six month period where I lived in Ohio and I was just trying to build a clientele that you know, I knew I wasn't going to keep because I was coming back to Colorado. So when I moved back here, I remember telling my husband like I'm going to do this and it's either going to work to fail or to I'm going to be something and failure was not an option for me. And here I am now a little over 10 years later running a successful salon and now owning an extension line.

Matthew Landis:

Doesn't that just feel so good?

Carlie Jo:

Oh, it does. You know, there's moments you know you're terrified especially when you jump right in but at that point what do you have to lose? If you don't do it? You're gonna be mad you didn't right?

Matthew Landis:

What would you say your superpower is?

Carlie Jo:

I don't know if I have a superpower but I definitely have drive I'm constantly finding new ways to better myself better my salon whether that be through education, research talking to other stylists, you know bouncing ideas off of each other. I'm just I'm just always go go go.

Matthew Landis:

What are you most proud of?

Carlie Jo:

I'm most proud of where I'm at today and who I've become. Traditional schooling didn't work for me. When I was younger, it never came easy. And I was actually told I had ADHD. And on numerous occasions there was were people that told me that I could never amount to anything or make anything of myself. So when you hear that enough It's easy to start believing it. But I learned a few things about myself over the years. One, I knew that I could talk a lot, and two, I was pretty funny, or at least I thought so. And three, I was going to prove everyone wrong. So when I found my love for hair, I knew I had found my niche. And this industry has allowed me to take everything that everyone told me was wrong with me, and turn it into a thriving business, and surround myself with people clients, other stylists, the owner, Chris and Stacy here who love and respect me for me and all of my flaws.

Matthew Landis:

That is so incredible. It's It's really incredible to hear. What do you think was the turning point for you? When you felt that empowerment?

Carlie Jo:

I tried, I tried the regular schooling thing. I tried to go to college because that's what you did. Right? I like you, I think you started a little later, I did not come into the hair industry till 25 either. I was already married. And with a baby, I knew something had to give because I struggled, I was just doing the day to day just trying to pass. And for me it was, I can I can use my hands, I can use my voice, I can use everything that has been so difficult for me in regular schooling, and turn it into something great.

Matthew Landis:

That's a really moving story. Thank you. You know, I think a lot of people in this industry have similar paths where they may have been diagnosed with ADHD or some other challenge. And this is an industry that sort of attracts creative people and finding a passion in this industry, I think helps people develop focus, develop discipline, a lot of those skills that maybe didn't quite fit with some of the other more expected paths that were given to us. Oh, absolutely.

Carlie Jo:

And this I mean, you can use your creativity, right? Like my mind is working all day long. And that's exactly what you need. And when when you're someone like me, right, sitting there at a desk looking at a whiteboard or in a stadium, seating classroom in college, all I heard was wa wa wa.

Matthew Landis:

Like Charlie Brown.

Carlie Jo:

Oh my gosh, yeah. Write the same sentence over and over. And here. It's like, I'm just constantly being creative. I'm constantly My mind is Go, go, go. And I love it.

Matthew Landis:

I think that this business, beauty, health, wellness, whether you're an esthetician or a hairdresser, tattoo artist, your waxing specialist, whatever, you really, there's so much problem solving, but there's also this artistry to it. So you're you're all day long, it's left brain right brain, left brain, right brain. So your your whole brain is sort of lighting up because you're, you're also having to like talk to somebody and do this same like, We are the kings and queens of multitasking.

Carlie Jo:

100%.

Matthew Landis:

And it's very stressful outside. Let me ask you this, because you seem really chill and put together how do you handle the stress and anxiety of it all?

Carlie Jo:

Oh my gosh. This is what you're seeing on the outside, I got a million things going on and on the inside, and coffee, coffee, and I try to take as much downtime as I can to kind of let myself cool off. That's a little hard right now, with you know, starting this and trying to run I'm behind the chair right now six days a week, which is a lot. I'm trying to cut back and I'm getting there. But you know, I'll tell you that answer when I know it.

Matthew Landis:

Oh, that's great. Let me ask you some sort of practical questions because I really want our listeners to be able to take away some tips for their business, especially from someone who seems to be doing so well and is so successful. What are some practical tips and tricks that you have for running your extension business that you think would be helpful for our listeners?

Carlie Jo:

Oh gosh, for me, it's don't be too prideful to ask for help. Right. In the beginning, I very much tried to run this company by myself. Right? And that's exactly why I'm in a studio by myself. I owned a salon and I had business partners and I had employees and I just wanted to do it all right. And for the extension company, I finally got to a point where it was you know what, I need somebody and I love my mom and I called my sister and and it and they have turned it around so much for me. They're all the back end, all the financials. My sister runs the social media, she runs the website, and for a minute there I was trying to do it all, and I was driving myself crazy. And I was about to shut it down b efore the hair even came, you know. So ask for help.

Matthew Landis:

That is great advice, because you don't have to do it alone. You don't,

Carlie Jo:

you don't. And for so many years, I've, I've tried to be too much in control. And it's, it's definitely caused a lot more stress than not.

Matthew Landis:

That's really great advice. So what are some policies that you have in place? You know, I think with extensions, I always think, this is kind of a boring question, but I think it's important, what sort of cancellation policies and deposits do you take? I'm always curious about how that works. Because hair extensions are really expensive, and they they eat up a lot of time to put in. So you really want to protect yourself, your time and your money.

Carlie Jo:

Absolutely, you know, I think it's different now. Versus when I didn't own my own extension line, I used to always have that consultation where I would actually have them pay fully for the hair up front before I would order it, right, because you can run into them deciding not there that they don't want their hair, right, and then you've already paid up front for it. So as far as the deposit, they paid for the whole hair consultation, it kind of just goes hand in hand with my regular with Hair by Carlie Jo cancellation policy. I am a little more lenient on that, I do give them 24 hours to cancel on me, because I do have a pretty long waiting list. So I can usually fill it pretty quickly. But now that I own my own salon or my own hair line, I'm able to do the consultation matching, and they can pay for it all in their appointment on the day that I install it. Because I'm not essentially losing out on money, I already have the hair.

Matthew Landis:

That's great, that's really smart. You're doing great when you have that waitlist, so you're not worried about losing the time because you know that you can fill it. And I think that's really great advice as to you know, market yourself and have a waiting list.

Carlie Jo:

And that actually just happened, I didn't even set it up, I use Square and one day I get a notification that someone joins my waitlist. So it's pretty nice that they just like to update things for me. And then you probably click on this and see how many I have on there. I had about 20. Because it auto fills itself. So that's absolutely fabulous.

Matthew Landis:

What are some other tips that you might have for our listeners for running their business? But what's something that you wish that you would have known sooner about running your business?

Carlie Jo:

Oh, my gosh, know your worth from the very beginning. Right? I started solo, and I gotta tell you, it is been almost 12 years in the industry. And I'm just now hitting the point of where I may be competitive on my prices. And that's what's raising multiple times a year. So from the very beginning, know your worth, set your prices, get that clientele that you want, because I started here, and then slowly been creeping up. And you know, I'm finally there. But that doesn't come without struggle. And you know, trying to find the right way to get rid of those clients who don't, who don't appreciate you.

Matthew Landis:

So how would you advise someone starting out to set their prices,

Carlie Jo:

I went off of what they made me start my prices at so my school was a little different. It was a private hair school. So one day a week, I was in class and the rest of the week, I was behind the chair, right. And you were in a regular salon. So you got either me who was still a student or you got to a master stylist level whatever, five stylists. So I started my prices really low. I remember my haircuts for like$25. And then out of school, I moved straight to Ohio, which we all know, I mean, cost of living is a lot cheaper there. So then I think I went up to $30. So when I moved to Colorado, I had nothing to go off of other than my school prices. And then my Ohio prices. So for me, I didn't know I thought, Man, I'm going to start my own business. My haircuts are gonna be $36 This is gonna be amazing. I did no research, I started a business in a Salon Suite by myself. $36 haircut, I was a lowest low. I wonder why I was so busy! But just do your research, right? Look around, look at your competitors, just kind of be at market price from the very beginning because it can only go up from there.

Matthew Landis:

And what advice would you give someone who is scared?

Carlie Jo:

Oh my gosh, just do it. What's the worst that's going to happen? You're not going to get that client who doesn't want to pay those prices? Like, Oh no. Oops, oops. And I'm like I've had clients for 10 years. I started out opening my business on a Groupon. I had no money I started for I'm stretched the dreaded group on, nobody wants to do it. But I knew if I got them in my chair, at least two times, they were my client for life, right? And I learned and I don't know if this is the right thing to do. So you'll have to actually advise me on this. But by warning your clients too much in advance gives them time to complain about you raising your prices. So I used to three months in advance, put a mirror talker on raising my prices in August, you know, like up by $5. And then they would complain, and they would complain, they would try to talk me out of raising their prices for them, because they were that special VIP client, right? So my last two times that I've actually raised my prices, I haven't said anything. And you know what, nobody said anything.

Matthew Landis:

It's sort of expected that prices are gonna go up.

Carlie Jo:

Absolutely. And with inflation, you know, I've had to have that hard conversation with people and I shouldn't have to explain myself. But inflation, right, I took on a second room, product is going up, everything we need to run a salon, I have to buy. And if I can't afford that, because I can't raise my prices to match that. I can't do your hair. So they have to understand.

Matthew Landis:

Plus, you have a waiting list with 20 people on it

Carlie Jo:

Exactly.

Matthew Landis:

That is great. One of the things that I advise people when they're raising their prices is to not use words like increase or up. I always say, you know, if you want to communicate it to your clients, let them know that you have a new menu and a new pricing structure, spin it to the positive, when people see increase, your prices are going up, you know, red flag, red flag, and I think one of the things that really prevents people from raising their prices, is because they're really freaked out about those uncomfortable conversations that they don't want to have.

Carlie Jo:

Absolutely.

Matthew Landis:

But I love your advice, too. Because it's like, you know, if you lose a couple, that's okay, because you're making room for new people.

Carlie Jo:

100%. And that's what we need to not be afraid of, you know, I've been talking to a few girls in this building, and we've kind of just been like bouncing ideas off of each other because they were going to be raising their prices to it. And it's a fear, you know, sending out an email sending out a letter letting their clients know, at the end of the day, I'm gonna lose, you know, probably 50% of my clients, no, you're not, because the prices that we're raising us to are still not going to be higher than other people, right, you're not going to find somebody, you build this person, you've been with me for 10 years, okay, you can try and you're going to come back, because now you have to find somebody who's still going to be at least my new prices or higher, and you have to build that relationship with them again. So the fear just shouldn't be there, I guess that would be my one thing advice, don't be afraid, because you're not going to lose what you think you're gonna lose.

Matthew Landis:

I have never heard of anybody losing 50% of their clientele. Realistically, it just doesn't happen.

Carlie Jo:

And half the time your clients aren't even going to say anything, because they know. You brought up discounts

Matthew Landis:

Yeah, you know, I think for me, it's more, it's and I have to bring up. So I have had my token discount clients. And recently, some events have happened where it's just I can't I can't do it anymore, right? In my personal life, you know, I have to find ways to bring in a little more. And I sent out an email, a message to all of the clients, friends, or just longtime clients that I didn't necessarily raise my prices to, like I did to everybody else. And you kind of realize who your friends are or your good clients, when you take away their discount. I would say out of the eight that I text or not text emailed four of them said, not so much about the money. It's about the time. It's like Thank you so much that you know it's been a good run, but they're gonna find somebody else. And that's sad. I'm giving you so much of my time and energy, and I'm not getting compensated fully for that. And so for me and my mental health and my joy, I have to feel that appreciation, I guess.

Carlie Jo:

And how often are you going in for those friends or those special clients on your day off or you're coming in early or you're staying late and at the end of the day? Like they still aren't appreciative or compensating you for that you're hoping like, oh, well I'll give him the discount and you know the tips gonna be the difference, right? It's not like, it's not worth it at the end of the day, and if you lose a friend or a client over then that then I mean, were they your friend in the first place?

Matthew Landis:

Yeah, you know, it's funny. Once I got really busy, I stopped working on Saturdays. And that was such a gift for me to have that time back. And also what I found out looking at it, you know, from a far away perspective with my Saturday clients, I was usually working twice as hard for half the money.

Carlie Jo:

Absolutely. Right. Like, I feel that and I'm trying to be that person right now. Like, my son starts football in the fall. And I'm like, I'm taking Saturday's off like, this year, I'm gonna make a game. I didn't make one game last year. Like, how sad is that? Because I felt like I couldn't cancel or move clients, because I didn't want them to be upset. But my son is missing his mama is game. And at the end of the day, you are right. Those are the ones who are working twice as hard for if you're not making nearly as much.

Matthew Landis:

All right, well, this has all been really great. Let's switch gears a little bit and tell me who or what inspires you.

Carlie Jo:

So I would have to say that business success and personal growth definitely is my biggest inspiration. As a business owner. It's just one long journey of challenges and learning from what we think are failures, right? But it's the celebrating of the successes that really inspire me to keep pushing and do better.

Matthew Landis:

That's incredible, and what other parts of your life bring you joy, and happiness?

Carlie Jo:

I feel like this is a part where I should say my husband and my kids. But in all seriousness I am. There's nothing better than coming home to three kids with their open arms, big smiles, just big hugs, and a husband who never fails to ask me how my day was 100% Bring me the most joy and happiness Even on the hardest days, right? Raising kids having a husband a dog. I mean, it's not always easy, but I wouldn't change it for the world even on on the hardest days.

Matthew Landis:

Now you say they greet you with smiles and open arms. And your husband asks you how your day was? What is it like for you? Because I know for me, sometimes when I would get home, I was like, you know, my husband would have dinner ready. And he would be so cute. And I would be like, don't talk to me.

Carlie Jo:

Oh my gosh, 100%. And you know, there's days where I have actually walked back over and apologize to my children like I am sorry, mom needed a breather. Here I am, come give me a hug. Let's sit on the couch and watch your favorite show. And my husband. He owns a business too. So he knows how it is. But also, kitchen is always clean and dinners made because he knows at the end of the day, like those are that is my love language. And it may be hard for him. And he can see it on my face when I walk in the door. It may take a minute of How is your day or but you know, I try so hard, but it is definitely you know, just leave me alone. I'm gonna go change give me five seconds. I've had those more often than not.

Matthew Landis:

I love that. And you're so lucky to have someone who understands/

Carlie Jo:

Oh, he does. It's taken some years. It's been some hurdles some mountains to jump over. But you know, we are there now 16 years later?

Matthew Landis:

Well, you know, when I met my husband, I I knew from past experience, I had a conversation with him. I'm like, Look, I know for the first 20 or 30 minutes, and I'm just going to be a horrible person to begin. Because I've been nice all day long. And I don't have any more nice than me, but it's not personal. And I promise. I'll try to refrain from like coming out to

Carlie Jo:

absolutely. And you know, we try we try our hardest but you know, so did they gotta meet in the middle here.

Matthew Landis:

Absolutely. But he gets it. He gets it now. Yep. Oh, yeah. Sounds like your family and your husband do as well. What are you looking forward to? What's coming up for you?

Carlie Jo:

I'm mostly just looking forward to what the future holds for me. Right. Right now I don't 100% know that. But my goal is to expand my extension line to new heights. And ultimately, I would love to see my line become a well known and trusted brand in the hair industry.

Matthew Landis:

Well, from what I've seen you are on your way there. No doubt.

Carlie Jo:

Thank you.

Matthew Landis:

Well, I really appreciate this conversation. It has been such a pleasure. Such a joy for me to talk to you today.

Carlie Jo:

Literally Me too. I'm so glad I got to finally meet you.

Matthew Landis:

All right. Well, thank you, and I will say goodbye.

Carlie Jo:

Bye.

Matthew Landis:

Thank you so much for joining me on this episode of The VIP Suite. I'm Matthew Landis and I hope you found the insights and inspiration shared today truly valuable for your journey as a Salon Suite entrepreneur and independent beauty health or wellness professional. Don't forget to follow us on Instagram@imagestudios360. And if you enjoyed this episode, don't forget to Subscribe to the VIP Suite on your favorite podcast platform so you never miss an opportunity to connect with our vibrant community and to discover more incredible stories and strategies. We love hearing from our listeners if you have any questions, topic suggestions or want to share your own success story, feel free to reach out to me at matthew@imagestudios360.com Remember listener you are the heartbeat of the beauty, health and wellness industry. Your dedication and passion make the world a better place one client at a time. We'll be back with more engaging and inspiring conversations in our next episode. Until then, take care stay inspired and continue to create your own VIP Suite. For more information about becoming a part of the image studios luxury Salon Suite community, visit our website at imagestudios360.com