Meet Alena Brown

Alena Brown. Photo credits: https://www.eyecandylashextensions.com/

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.

Streamlining Business Operations Creates Balance

Photo Credits: Eye Candy Lash Extensions

Through Bold Leadership, Brown has honed her leadership abilities, creating a culture of innovation and collaboration within her team. She now has the confidence and knowledge to strategically delegate responsibilities, which has enabled her to focus on high-level decision-making and long-term planning.

“I deeply appreciate AWE’s emphasis on work-life balance and mental health— crucial aspects that have contributed to cultivating a positive workplace culture at Eye Candy Lash Extensions,” she says.

As Brown continues to develop her leadership skills and business confidence, her priority is to build a culture where staff feel supported and valued.

Financial Knowledge Bolsters Growth and Resilience

AWE’s guidance in financial planning and management has equipped Brown with essential skills in cash flow management, budgeting, and financial forecasting. These insights have been pivotal in sustaining growth and exploring new opportunities for Eye Candy Lash Extensions.

With a firm grasp of financial metrics and key performance indicators, Brown is well-positioned to make informed decisions that ensure the continued financial health and expansion of her company. This also means the business can remain resilient in a competitive market landscape.

What’s Next for Eye Candy Lash Extensions?

Eye Candy Lash Extensions is gearing up for an exciting phase of growth and innovation. Brown is planning to launch online courses and optimize operations by "buying back time" through strategic hires.

"Our immediate focus is on refining our operations and training processes," she says.

Brown also plans to expand her use of AWE’s resources to propel her business forward.

"I just finished Bold Leadership and I’m all in with AWE. I plan to continue accessing webinars and resources, and possibly join a future cohort in the next year or two," she says.

Brown encourages other women-identifying entrepreneurs to look into AWE’s Bold Leadership and Strategic Edge programs.

“Committing time to this kind of learning is absolutely worthwhile,” she says. “Even if you can’t make every class, you’ll still gain invaluable insights."

If you’re seeking accessible business coaching and networking opportunities, explore AWE’s Bold Leadership program today.

Seeking Business Advice and Technological Guidance: Alena Brown’s Journey