Laura Geller on creating approachable, goof-proof makeup with her brand Laura Geller Beauty
Describe Laura Geller Beauty in a few words?
Approachable, Goof-Proof Makeup that is fun!
What made you take the leap to start your own business?
What was your background prior to starting your own business?
Prior I was a makeup artist for TV, Film, and Theater.
Did you always know you wanted to be an entrepreneur?
I always knew I like working for myself but I didn’t always know I’d become a true entrepreneur.
Take us back to when you first launched your business, what was your marketing strategy to get the word out and did it go as planned?
Back then I didn’t really understand marketing but I did get PR. PR resonated with me and I felt it was the most important and critical thing I added to the mix to get the word out. PR achieved what it was supposed to for me; it put a spotlight and attention on the brand.
We always learn the most from our mistakes, share a time with us that you made a mistake or had a challenging time in business and what you learned from it?
Referring to earlier, mentorship! And also, placing a team behind you, you can really trust and advocate for you. Additionally, going with your gut and what feels right for you.
What is the accomplishment you are the most proud of to date?
Being able to grow organically along the way. Being in a position to do philanthropy and raise money for various causes. Charity initiatives have been a mainstay in my life and by extension the Laura Geller brand.
When hiring for your team, what is your go-to interview question? Please share any hiring tips you can share from your experience?
My go to questions include: 1.) How do you feel about sales and retail? 2.) What do you want for yourself? If and when possible, try to hire on a trial basis as it could benefit both parties. Lastly, don’t always trust a reference.
How has your business or industry been impacted by the COVID-19 pandemic?
Luckily, for the brand it was not a hard pivot. As a majority of the business is direct to consumer not much had to change. With QVC, being our main distribution, everyone tuned in! People were looking for comfort, familiarity, and trust during the pandemic as they shop and luckily, I was able to still be that face in these times. We had our captive audience, and it was our silver lining.
What’s next for your business? What can we expect to see over the next few years?
More innovation in product development, spotlighting of women 40+, and more online streaming on platforms I can educate (i.e. YouTube, Instagram, etc.)
What is the biggest lesson you have learned in 2020?
For me (maybe not everyone) but that I don’t have to go at the pace I was going at. I can slow down and have more of a work – life balance and still accomplish what I set out too
What do you know now that you wish you knew when you were first starting your business?
The biggest challenge was not having a mentor or mentorship. I had to figure everything out on my own (which can be a blessing and a curse). Perhaps I could have saved a number of years had I had a mentor on the inner workings of business. Occasionally, I think I undersold myself.
How have you managed to stay grounded this year?
It’s been a pivotal year, I learned a lot and was grounded more than ever before.
Do you believe in work/life balance? What are some of your best tips?
Absolutely! Don’t be afraid to say no people! Sometimes, it makes them want you more. You won’t lose the right opportunity by saying no. As they say when one door closes, another one opens.
What’s something our audience would be surprised to learn about you?
Some fun facts include: some of my closest friends are my friends from childhood (to this day!), I’m a single mother, and I am a TV -oholic .
What are your top 3 tips to stay productive each day?
I start the day with 2 cups of coffee, I get dressed and made up (as if going to the office), and I put pen to paper and keep thinking of my next move.
What does being an Entreprenista mean to you?
To be an Entreprenista, means the sky’s the limit! You are able to dictate what you want (for a lifestyle and business) and no one can say otherwise.