North County Standout: 20-something tackles salon business

By: JESSICA MUSICAR - For the North County Times | Friday, March 25, 2005 10:06 PM PST ∞

Keeping up one's appearance can be as expensive as it is habitual, especially when salons and beauty spas charge big bucks for facials or a simple lip waxing.

And that is exactly what new business owner, Jessica Cantrell didn't want to pass on to her customers: large prices for beauty.

The owner and sole aesthetician of Wax 'n' Go, a by-appointment-only skin care and waxing salon, Cantrell, 20, said it seemed ridiculous to charge more than $5 for an eyebrow wax and similar procedures.

"You don't need to charge up the wazoo for a service like that," Cantrell said.

To ensure that her fees are lower than nearby competition, Cantrell said she has researched prices at other salons to make sure hers are always less expensive.

Tucked away in the Old World shopping center in Carlsbad, Wax 'n' Go is a one-room operation decorated in pink and yellow. Within its walls, clients of the male and female persuasion can get full body waxes, or any parts in between, as well as various facials, peels and makeup applications. Cantrell offers an array of specialty facials including aromatherapy facials and the "Glacier Ice Treatment," a series of three facials that is designed to tighten tissues and refine pores.

"They are getting everything they would get at a big spa in a little shop," Cantrell said.

Most facials cost about $65, and waxing prices depend on the size of the body part. A full leg wax costs $25. In the nine months it has been open, Cantrell said the businesses has quickly attracted a loyal clientele of about 65 repeat customers.

Among her clients is Escondido resident, Elaine Leffler, who started seeing Cantrell in July. She said first heard of Wax ën' Go from Cantrell's mother, Laura, and was intrigued that such a young woman had started up her own shop.

Since her initial visit Leffler has returned for monthly facials and eyebrow waxings.

"I will never use tweezers again," Leffler said. "I think Jessica is charming, she makes me very comfortable in her presence, yet she has a quiet confidence that (shows) she's in control." Leffler said she especially likes the unique atmosphere of the tiny salon because it reflects the personality of its owner.

"It's young and it's different," Leffler said.Ý

The opening and current success of the salon is owned in part to Cantrell's mother, who has served as the young woman's backer. Cantrell said without her financial and emotional support she might not have been able to realize her dream so soon.

Cantrell's path to the waxing business began when she took a stage make up course at Palomar College. She said she liked it and hoped to become a make up artist. After graduating from Palomar in 2003, Cantrell began to attend the Palomar Institute of Cosmetology and found she had a special knack for hair removal.

Cantrell said she decided to start up her own budget salon when friends began complaining about the high prices of beauty shops. Within the first few months of operation, Cantrell said the business grossed $8,000, but expects it to jump to $50,000 for 2005.

For the future, Cantrell aid she aspires to eventually start her own chain, but wants to keep a personal one-on-one relationship with her customers.

"I think it's going to grow and blossom into something huge," Cantrell said.

"It's like a beauty revolution."

Standout Facts

Name: Wax 'n' Go

Address: 630 Grand Ave., Suite C, Carlsbad

Phone: (760) 434-1999

Web site: www.wax-n-go.com

Year established: June 2004

Products and services: Body waxing, facials, peels and makeup application Ý

Number of employees: 1

Size: 390 square-foot-salon

Gross sales:Ý$8,000 for 2004

Contact freelance writer Jessica Musicar at Gwyllion@aol.com.