Alena Brown is the owner and co-founder of Eye Candy Lash Extensions. Her passion for enhancing confidence through eyelash extensions, coupled with her entrepreneurial spirit, has driven the success of her business. In addition to being a flourishing beauty salon, Eye Candy Lash Extensions now includes a product line and training programs for aspiring lash artists.
Throughout her journey, Brown has actively engaged with the Alberta Women Entrepreneurs (AWE) community, participating in the Bold Leadership program and sharing her experiences to inspire fellow women entrepreneurs.
From Paramedic to Beauty Entrepreneur
Alena Brown’s mission has always been to help women enhance their beauty and confidence. Founded in 2014, Eye Candy Lash Extensions began expanding four years later when Brown opened the second location and became the sole owner.
However, the transition from a team of two co-founders to solopreneur presented unique challenges that spurred Brown to seek support.
Balancing Business Demands with the Entrepreneurial Learning Curve
Brown was an expert in lash extensions, but when her co-founder moved abroad and stepped away from the business, she suddenly faced new and daunting tasks. Transitioning to a sole owner role and tackling operations, staffing, and financial management were all areas outside of her expertise.
“Our business was growing in ways we didn’t initially anticipate,” Brown says. “I knew I needed to find a way to think from an entrepreneurial perspective.”
It was a balancing act to maintain high-quality service while managing rapid growth. Brown needed a support network to help her keep Eye Candy Lash Extensions thriving.
The expansion also highlighted a need for new technology to support the growing scope of services. Brown was striving to modernize operations while ensuring the technology systems she chose would align with the company’s needs and values.
“We manage bookings, client preferences, and inventory,” she says. “We needed to make sure our technology met certain parameters.”
Amid these operational and tech challenges, growth was stretching resources. Brown was spending more time working in her business than working on it. She started looking for expert guidance to help her manage it all.
Seeking Business Advice and Technological Guidance
The search for a solution led Brown to AWE. She was drawn to the Bold Leadership Program for its blend of leadership development with practical business skills. This program seemed tailor-made for her situation, offering both technical solutions and personal growth opportunities.
“The fact that [AWE’s programs] were such an intense and accessible offering was great. That was what I was looking for—something that could take me to the next level in my business,” Brown says.
The prospect of joining a network of women entrepreneurs facing similar challenges to hers was also appealing.
“I was excited to connect with women across the province and get support from the network, coaches, and teachers,” she says.
Renewed Confidence to Lead a Growing Team
Since participating in Bold Leadership, Brown has boosted her business acumen, implemented valuable technology solutions, and gained greater confidence in managing her finances and budgets.
“Since completing Bold Leadership, we’ve implemented new software that allows us to easily track and manage our clients. I save time as a business owner, which means I can work on developing new revenue lines.”
— Alena Brown, Owner & Co-Founder of Eye Candy Lash Extensions
Through it all, Brown and her team have stayed committed to creating a welcoming environment for clients and delivering outstanding service.
Technology Enhances Client Experience and Saves Time
Through the Bold Leadership program, Brown identified and implemented technology systems that streamlined administrative processes, secured client data, and enhanced communication within her team.
“One of our major successes was adopting advanced technology. AWE’s coaching and support were instrumental in securing a Canada Digital Adoption Program grant from the federal government, which provided us with $15,000 to enhance our tech infrastructure,” Brown says.
Upgraded technology has revolutionized client interactions and operational efficiency at Eye Candy Lash Extensions. This has allowed the company to focus more on delivering an exceptional client experience.