Success in the beauty industry takes more than technical skill—it requires clear, consistent communication. For independent lash artists and other beauty professionals, every missed call, unanswered text, or delayed response can mean a lost client.
In this interview, Phone.com’s Marketing Generalist, Nivek Phillips, speaks with independent lash artist & solo-preneur Alexandria about the realities of running a solo beauty business, the importance of setting client expectations, and how effective communication has become a key part of delivering an exceptional customer experience.
Whether you’re just starting your lash business or looking for ways to improve client relationships, Alexandria’s insights offer practical advice for building a more professional and sustainable business.
Getting to Know Alexandria
Nivek: Alexandria, thank you for taking the time to chat with me today. To start, can you tell us a little about yourself and your business?
Alexandria: Absolutely! I’m a licensed lash artist and a solo business owner. I specialize in custom eyelash extensions and work one-on-one with my clients to create looks that fit their lifestyle and personal style. Since I run my business by myself, I wear a lot of hats every day—not just as a lash technician, but also as my own receptionist, scheduler, marketer, and customer service representative.
Wearing Every Hat
Nivek: I think a lot of small business owners can relate to that. As a solopreneur, what does a typical day look like for you?
Alexandria: It’s busy! Most appointments last anywhere from 90 minutes to three hours, and during that time my full attention is on my client. While I’m working, my phone might ring several times, clients are texting to book appointments, someone wants to reschedule, and another person is asking about pricing.
When you’re focused on precision work like lash extensions, you can’t stop every five minutes to answer your phone.
Why Communication Matters
Nivek: Why do you think communication is so important in your business?
Alexandria: Communication builds trust.
Clients are trusting me with their appearance, so they want to know they’re choosing someone who’s reliable and professional before they even sit in my chair.
If someone reaches out and doesn’t hear back for several hours—or worse, a day—they’ll probably move on to another lash artist. There are a lot of talented people in this industry, so being responsive really matters.
Sometimes the first impression isn’t my Instagram page—it’s how quickly I answer a phone call or respond to a message.
The Cost of Missed Calls
Nivek: Have you ever realized how much a missed call can actually cost your business?
Alexandria: Definitely.
At first I didn’t think much about it. I’d see a missed call after finishing an appointment and call back when I had time.
But eventually I realized many of those people had already booked somewhere else.
One new client isn’t just one appointment. If they love their lashes, they’re coming back every two or three weeks for fills. That could turn into hundreds or even thousands of dollars over the course of a year.
Now I look at every missed inquiry as a potential long-term relationship, not just a single booking.
Personal vs. Professional Communication
Nivek: Many independent beauty professionals use their personal cell phone for business. Was that your experience?
Alexandria: Absolutely.
When I first started, everything went through my personal phone.
It seemed easy at first, but eventually clients were texting me late at night, on weekends, or while I was spending time with family.
There wasn’t really a separation between work and my personal life anymore.
As my business grew, I realized I needed to create healthier boundaries while still providing great customer service.
Setting Client Expectations
Nivek: Besides answering calls, what other communication practices have helped your business?
Alexandria: Setting expectations upfront.
I let clients know how quickly they can expect responses, explain my cancellation policy, send appointment reminders, and provide aftercare instructions.
That eliminates a lot of confusion.
Most clients aren’t upset if you can’t answer immediately—they just want to know they’ll hear back from you.
Being proactive has reduced misunderstandings and made my business run much smoother.
The Value of Text Messaging
Nivek: Do your clients prefer calling or texting?
Alexandria: Definitely texting.
Most appointment requests actually start with a text.
People ask if I have availability, want to move an appointment, ask about pricing, or send inspiration photos.
It’s convenient for them, and honestly it’s convenient for me too because I can respond between appointments without interrupting a service.
Growing Without Feeling Overwhelmed
Nivek: As your business grows, have your communication needs changed?
Alexandria: Completely.
When you’re first starting, you think communication is just answering your phone.
As your schedule fills up, you realize it’s much bigger than that.
It’s appointment reminders.
It’s handling cancellations.
It’s responding to new inquiries.
It’s following up after appointments.
It’s asking for reviews.
Communication becomes part of your client experience.
The more organized your communication is, the more professional your business feels.
Advice for New Lash Artists
Nivek: If you could give one piece of advice to someone just starting their own lash business, what would it be?
Alexandria: Don’t wait until you’re overwhelmed to get organized.
Most of us focus on buying the best lashes, learning new techniques, or improving our social media—and those things are important.
But if clients can’t reach you or don’t hear back from you quickly, none of that matters.
Invest in your communication early.
It makes you look more professional, creates a better client experience, and honestly makes running your business much less stressful.
Looking Ahead
Nivek: Finally, where do you see communication fitting into the future of beauty businesses?
Alexandria: I think clients are expecting businesses to be easier to reach than ever before.
People want quick answers, convenient booking, reminders, and multiple ways to communicate.
As independent beauty professionals, we may not have a front desk or receptionist, but that doesn’t mean we can’t provide that same professional experience.
The businesses that make communication simple will probably be the ones that continue growing.
Nivek: Alexandria, thank you for sharing your experience. I think your perspective highlights something many solopreneurs overlook—that communication isn’t just an administrative task; it’s part of the service itself.
Alexandria: Exactly. Beautiful lashes might get someone in the door the first time, but great communication is what keeps them coming back.