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176: How One Skincare Guru Built A Thriving Business By Focusing On Her Fans

Posted by Austin Brawner on December 11, 2018

 

For over 12 years, Jeana LeClerc has been operating two businesses.

She’s owned a local spa in Redding, CA and sold skin care products on ArtofSkinCare.com. Her business has grown and changed over the last decade, but her commitment to her customers has not.

In the last year and a half, her business has taken off. She has grown from a two-person team to an eight-person team and completely changed the way she operates. Jeana shut down her local spa and doubled down on her online store. After narrowing her focus her passion for the business has been completely reinvigorated.

I love a good founder story and today’s episode delivers. Jeana tells her story and shares a few of the learnings that have allowed her to get to the next level. I hope you enjoy!

Episode Highlights

  • 4:53 How Jeana went from being a stay-at-home mom to starting her own business.
  • 8:58 The most helpful thing Jeana learned at her first Intensive with Brand Growth Experts.
  • 10:20 How Google Adwords helped Jeana make a come back after leaving Amazon.
  • 12:14 Why Jeana’s motto is to “Really take care of her customers” and how a personalized customer experience helps her do it.
  • 14:39 How Jeana sets her business apart from other companies.
  • 16:16 How consultations help Jeana build personal relationships and keep customers coming back.
  • 21:02 The email strategies Jeana uses that have led to a 65% open rate and drive repeat purchases.
  • 24:00 How hiring the right people in the right roles helped take Jeana’s business to the next level.
  • 28:16 The lessons Jeana learned and how her role has changed as she’s grown her team. 
  • 28:58 The importance of recognizing what you are (and are not) good at.
  • 32:42 Changes Jeana is making in 2019 to take her website to the next level and improve customer experience.

Links and Resources

Are you ready to scale up your ecommerce business?

If you want to grow your business faster and more profitably, Brand Growth Experts can help. We’ve worked with hundreds of entrepreneurs and marketers to help them stop leaving money on the table and take their businesses to the next level.

From personalized coaching to live workshops, Brand Growth Experts will work with you side-by-side to define your marketing strategy, scale your advertising, and hire the team needed to take your business from six to seven figures, and beyond.

If you’re ready to profitably scale up your business, head over to BrandGrowthExperts.com and learn how we can help.

Sponsor

Today’s episode is brought to you by the always wonderful Hotjar. Hotjar is an incredible tool that allows you to see what’s happening on your site with potential customers with recorded sessions. You get to basically go back and look at what’s happening, what people are doing, where they’re dropping off, why they’re not adding something to cart on mobile, on desktop, and you can actually understand that.

Hotjar allows you to get in-the-moment visual feedback, see how people are using your website, and uncover insights to make the right changes. Hotjar is absolutely one of my favorite tools out there and if you’ve not used it, we definitely recommend checking it out.

You can go to EcommerceInfluence.com/hotjar to learn a little bit more.

Transcript

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Austin Brawner: What's up everybody? Welcome to another episode of the Ecommerce Influence Podcast. My name's Austin Brawner.

Andrew Foxwell: And I'm Andrew Foxwell. Hey, almost Christmas, my friend, if you celebrate that.

Austin Brawner: Yes, it is very, very close. It's exciting to kinda be in the midst of the holiday season. It's lots of stuff going on. There's travel, there's work. It's such an interesting time to balance everything.

That's the hardest part about the holidays is trying to, especially in this industry, do the work you need to do but also not show up exhausted at Christmas.

Andrew Foxwell: Sure, yes. That's true, which is why Gracie and I are going to California. We are going to Santa Barbara for Christmas, so very much looking forward to that and probably will be playing Charlie Brown Christmas album on repeat. Already been doing that quite a bit.

It's kind of the theme song. But yeah, I agree. Mentally, and it's really a weird time of the year 'cause you wanna do everything but you also need to be very reasonable with yourself.

Austin Brawner: You do.

Andrew Foxwell: Which kind of is the interview we did today. It's interesting. She's learned, Jeana who we have on, Art of Skin Care, is talking about the things that she's realized she's not as good at and the things that she wants to outsource and she's really focused on that and has focused on what she's really good at.

It seems to be paying dividends in her business.

Austin Brawner: It does, yeah. It's a really cool- I think today's story is great. Jeana has been running a skincare business for over 12 years. A skincare business that had an in-person spa where she was actually giving facials and also selling products online and running an online business.

She tells kinda her story then goes into the last year and a half where she has gone from being a two-person team to an eight-person team, maybe six to eight-person team from what it sounds like and how that's changed the way that she operates.

It's reinvigorated her and she kinda talks about the process because yeah, I mean this is, I was saying, it's very easy at this point to, you gotta fight against burnout at all times. That is the number one thing that's gonna slow you down and she has done a great job of continuing to move forward for the last 12 years and build something really cool, really unique.

And her customers just absolutely love her business. That was kinda the thing I was really struck by when I first met Jeana about a year and a half ago. Great interview. I think you guys are gonna really enjoy it. Let's welcome Jeana to the show.

Jeana LeClerc: Thank you. It's a pleasure to be here.

Austin Brawner: No, we're really excited. I've been interested in having you kinda tell your story 'cause you gotta very interesting story, for a while, and we're happy to have you here. We've given our listeners a little bit of a background on you, but why don't you take a couple minutes and just kinda walk us through your background with Art of Skincare, how you got started, and where you're at today.

Jeana LeClerc: Sure, you bet. I started Art of Skincare 12 years ago. My kids were getting to an age where they were graduating from high school and into college and I'd been basically a home mom for 20 years, but I'd worked my way through college selling cosmetics and being a makeup artist.

When I thought about coming out of being a home mom, I thought I really enjoy working with women. I loved what I was doing working with cosmetics and I looked into what kind of fields I could do. What could I do?

I went to school, got a license to be an esthetician and in the back of my mind, I kinda thought an esthetician sounds fine but what I really like to do is sell product. I like to find products that I really love and I like to share them with other people.

I started out in the treatment room with my own business doing facials and within six months I realized, I can only sell my time for so much money and it's just not gonna be enough. I need another stream of income.

I decided to start selling products online. I created a small website myself and I started selling products on Amazon. That took off pretty well. It was interesting though. My first order came in and I didn't even know I had an order.

It took me a week before I realized I had an order and then I fulfilled it and we still joke about that, how the first order came in and we didn't know about it. But it just really took off from there.

I was still doing facials but I was shipping out several orders a day. I really, I did really well on Amazon. I became the big fish for the brand that I was selling on Amazon and it was bringing in a pretty nice extra income.

I brought on another esthetician to work with me and we were both taking turns shipping orders, answering phones, and doing our aesthetics in the treatment room.

But this line that I was selling decided that they didn't wanna be on Amazon anymore, so they gave me six months to get off Amazon. I hired someone to build me a website and they recommended the platform that I'm on now and built my first site.

I tell you, it took me probably a year and a half to two years to recoup what I lost from Amazon. At first, that really bummed me out but in the long run, I've really been happier. I really enjoy having my website. I wasn't really happy with the experience on Amazon and working with Amazon.

It's much better. It's much better this way. We're now on the second generation of our website, soon to release the third generation as we just keep improving our navigation and different things that make it a better shopping experience for our clients.

I recently shut down the spa. For a long time, the spa and the online business were doing an equal amount of sales but over the last few years, the website has just taken off and done much better.

When I first met you, Austin, at one of your workshops, we'd been using Klaviyo for a while but we were basically just sending one newsletter a week and maybe we had some abandoned cart emails. Not a lot.

When I first went to that workshop, I think on day two, I actually left the room in a fit of tears for a few minutes just feeling so overwhelmed because there were so many exciting things that we could do.

But I was doing everything. I had a person hired to do shipping and inventory management, but I was doing everything else. Overseeing the spa as well as all the marketing, any changes on the website, writing product descriptions, social media.

I was just this crazy person trying to do everything. The most helpful thing that came out of that first workshop that I did with Brand Growth was speaking with you Austin and realizing I need to get some team members on board.

That was a year ago and we've just been slowly building that team and it's been a great growth challenge for me to learn what I'm good at, what I'm not good at and then find those key people to come in and take on what I'm not so good at and what I don't wanna be doing.

Austin Brawner: Sure, no it's been incredible to kinda see the changes that you've had in the business in this relatively short time. The last year and a half or so seems to be where there's been quite a few changes.

So much that you have gone through there kinda walking through your story, starting 12 years ago. I think one of the things that's super unique about your business compared to a lot of the other people that we've had on the show is that you, for a long time, for 12 years, have been doing in person. Had a studio or had a spa and were also selling products online.

Can you walk us through a little bit more around when you- When did you actually get shut down on Amazon? How many years ago was that?

Jeana LeClerc: Mm-hmm (affirmative).

Austin Brawner: And then how did you- When you said it took a couple of years to recoup, what did you actually do to recoup, to drive sales on the website?

Jeana LeClerc: Those years, oh gosh. It's probably been six years or seven years ago that we were taken off Amazon and were starting from scratch again. We did do some marketing to some of those clients that we had had on Amazon.

But, as you know, a lot of Amazon people are very loyal to Amazon. We did get some people coming over and that was a help. Right from the beginning of launching that new website, the post-Amazon website, we started doing Google Adwords.

Basically since that time, we've been spending $2000 a month on Google Adwords. We really didn't know what we were doing. It was trial and error. Twice, I tried to hire experts to come in and take over our Google Ad account and both times, it just bottomed out to where we had nothing coming in and we realized, we know how to do it better than they do.

We kept doing it. You know, I just remember five years ago that we were trying so hard to make- We had this goal, this giant goal, it seemed to us, to make $13,000 a month in sales and then $17,000 a month in sales and now, we do well over that in a week.

It's just amazing how you're working so hard and just scrapping it together and you just keep working it and one of our mottos has been to really take care of our customers. On average, we spend $23 per new customer that comes in.

We wanna take good care of those customers and we want them to come back, so every part of their experience needs to be really special.

When you have an online business, you don't see your clients face-to-face. You have to have other ways to really connect with them.

I recently ordered a skincare product from another brand. Actually, it was some haircare products. They arrive in a box and it was not well wrapped. It was okay. Some items were missing from the box. There were large shampoo items that didn't have pumps in them. There was no note about why there was no pump.

A couple weeks later, two pumps show up. I go, well, two is better than none, and then another week later, another pump shows up and you know, that experience just really confirmed for me what we do, that it's so unique.

I have no idea who I'm dealing with that shampoo company. There was no real person that I interacted with or did anything, and with our process, it's very different.

They get a nice postcard from us in their order. They get handwritten notes on their order. If something's gonna be back-ordered, I'm emailing them and writing them notes on their order. I'm giving them special sample packs to make up for it.

We always strive to be a real person that they know. They know all of my staff by name. They'll call and ask for certain staff people or email certain staff people. That's just been really important.

Andrew Foxwell: I think that's a huge part of what you've clearly done that's different than from what we've heard from a lot of different brands that we've talked about. Not only have you been doing it for a long time and kind of built it up from scratch in that way, but you focused on the quality of the product and you've focused on the overall customer experience as a major part of it.

How do you now, I mean, you have such loyal people.

Jeana LeClerc: 51% repeat clientele, yeah.

Andrew Foxwell: That's incredible. It's like, how do you continue to set yourself apart? It's such a competitive space that you're in. How do you continue to kinda walk that line and also, what do you do in your marketing and the branding and the way that you're talking about it so that people feel like that is interesting? That is something I'd like to integrate into my daily skincare routine or whatever.

Jeana LeClerc: Sure.

Andrew Foxwell: How do you kinda go about that?

Jeana LeClerc: One thing that we really impart to our customers is that we are hand picking, this is a hand-curated collection of skincare products.

We go out in the world and we find the best of the best. We test every product in our studio lab or on our local clients, on each other, for six months to sometimes a year before we bring a new product on.

We're really confident that the product's gonna provide the results that they want. Early on, being into skincare products, I had shopped on other skincare websites and stores.

They sell every brand. You might go on there thinking, "I need an eye cream. I want an eye cream." And you find out that they're selling 300 different eye creams and I would leave that experience not buying one at all because it would be so overwhelming.

I knew from the very beginning with my website, that I wanted to only have the best and I wanted people to have great results. I don't sell every brand that's out there. I sell select brands that I know will give you the results you want.

Our clients have really come to learn that they can trust our advice. We do online consultations with our customers and this isn't a canned consultation where you just kind of answer this and this and this question and then the computer tells you, you have this skin type, you should buy these products.

No, I have real esthetician who works with me. We do them together and we have a questionnaire they fill out, they send us pictures and then we give them real advice for their skin 'cause everyone's skin is unique and different.

The clients will try those products that we recommend. They get great results and then when they're running out of something, they'll email us and say, "Hey Jeana, I've been using this for a while, what should I try next?"

Or they'll say, "Hey, I've been using this for a while. Do you have something new that I should try?" Because they always know that I'm finding some newer things and fun things.

Again, we're just that person. We're a live person and they respect our advice. We're just making sure that our customers are getting great products from us.

Austin Brawner: What you're talking about with the consultation is something that you brought up when we were first working together, you talked about that and how much a part of the business that is for you guys.

That's such a unique thing that you offer. Could you talk a little bit about how that came about and how you're able to run a consultation? I guess what I'm looking for is what are you hoping that they get out of it and how are you able to continue to run it profitably or maybe not profitably in your sales process to continue bringing people into the business?

Jeana LeClerc: Sure. In the beginning, I really had a passion for working with acne clients and helping acne clients get clear. What we had was the free skin quiz. We called it a fit skin quiz on the website and people would fill it out and then, we would just give them suggestions on skincare products to use.

I did that for a number of years and that really helped to build up a nice base of clients who then began referring other people to our website and to that quiz.

Also though, we started just getting people, other estheticians and other people out there taking the consultation quiz and then not buying anything.

Not being real savvy in the beginning, I didn't pay attention to that for a while. I kinda spun my wheels for awhile doing consultations for people who didn't buy anything.

We eventually realized what was happening. I got smart and started paying attention to those things, so we started a new- What we realized is that people who do buy something after that consultation, they are repeat customers. They keep coming back.

We knew we wanted to keep doing the consultation, but we didn't want to be losing money and giving them away for free. Then we started charging people for the consultation. We charged them $50, but they get that back as a store credit.

Here we've got a win-win situation where we're ensuring that they're gonna buy something from us and they're doing that consultation, they're getting personalized suggestions and recommendations and having a good experience with the products and then coming back and referring friends to do the same thing, family members.

It just pays off. For our acne clients, this is especially valuable but our anti-aging clients love it as well and also our great clients. But the acne clients need that special help so having that acne consultation and so many people that we clear their skin, the word of mouth gets out there.

They just refer other people and it just builds and builds. For a while, we just every year had 30% growth and we started adding in some email campaigns and things and then last year, we had 40% growth. This year, it's gonna be about a 50% growth.

It's been this, It's like that snowball, where you just keep adding a bit more and the word gets out and it gets bigger and bigger and your reach gets broader.

Andrew Foxwell: I think that's really true. I think just to kinda talk more about the tactics that you're using within digital marketing, email, as you've said, has been a big part of it and you look at the Intensive you went to as a big part of helping you there.

Talk more about what are the things, the specific tactics you're using that have really moved needles for you. Is it ramping up abandoned cart emails? What are those pieces? Are Facebook and Instagram ads part of it? Get a little bit more specific in that if you can.

Jeana LeClerc: Yeah, I'd love to. We have a strong ethic that, as the leader of our group, that I've set for our email campaigns. We're very careful about the emails that we send because we want clients to want to read our emails.

We want to give clients specific information that they're looking for. When we're going after, we're setting up an email campaign to get that second sale, we're segmenting those emails out depending on what kind of products that they've purchased.

We've done different tests to see if we send out an email one day after they ordered or if we send it out a week or three days after, what is the most responsive? It's so fun to do, finding that information.

We found that if we send an email to them the same day they put in that order, we're getting a 75, 65 to 75% open rate and then we're getting a 24% click-through rate. That's really wonderful information.

What we're doing now is we're working on getting more of those kind of email campaigns in place targeting specific kinds of products that our top sellers and then giving them information.

Every email that we send out has to have educational information that they're looking for. It will give them information on the product they're buying and then it gives them recommended products that go with that product.

Our next step in creating these is then to begin to offer that. We've started with having an offer on there. Purchase one of these other items this week and get a percentage off or something to drive that second sale faster or a little extra sale.

Most people go three to five weeks before making another purchase, but if we can get them to make a second purchase in that first week, that's great of course.

That's been a good thing. It was very- Facebook advertising has been great for us. That's one of the first people that I brought on after taking Austin's first workshop. I brought in someone to really take over our Facebook advertising and to learn how to do segmenting and some of the nicer stuff that we wanted to be doing in our email marketing.

She's done a phenomenal job. Our ROI on Facebook is 15 times ROI. That's pretty good. I don't know.

Austin Brawner: It's very good.

Andrew Foxwell: It is quite good.

Jeana LeClerc: Yeah we have some great ideas of where we're gonna take the next. Part of what has slowed my growth this last year is that we need to get people in place to do things.

We brought on the person to do Facebook and start taking on some of our email marketing and we worked together for maybe six months, nine months when we realized she's really great at what she does, but she was feeling like a failure because she does not like project management.

I had a very hard time organizing her time and she started feeling like, "oh, I need to find some other career because I'm just not good at this." She kept asking me for more product management help and guess what? I'm not good at project management either.

I'm this idea gal and here I am just throwing ideas at her. We should do this, let's do this, let's do that. She's kinda getting these ideas down, but then she's like how do I prioritize this and what do I do?

It was very frustrating for her and it was hard for me. We were kind of stuck for I'd say three or four months. Then I brought on a new employee. I started advertising for another person in our marketing department.

I thought okay, we need a marketing project manager and I found this glorious woman who was doing marketing for a textbook company and she does project management in marketing and she's an amazing photographer.

She's come in here and shaken things up. She's getting us organized. I can throw ideas at her and then she'll talk to me about when should we prioritize that? I'll say, prioritize that for after the first of the year or prioritize that for next week. I want that now.

But she's overseeing that and getting it done. I listened to a call not long ago with you, Austin, or both of you, and somebody on there was saying they just got funding. It might have been Kettle & Fire.

 They just got funding and were gonna hire some new people and the next person they wanted to hire was a data analyst. I come into work the next day and I tell Jen about that call and I said, "The next thing we need is a data analyst!"

She looked at me and starting laughing and she says, "That's what I am. That was my role." I went, hallelujah. She's just been getting up to speed. She's been with me for six weeks, but things are coming together beautifully.

We got the notice for your webinar on the holiday season last week and I got the notice or noticed it in my email box I think five minutes before it started and Jen was at lunch. She comes in and it's one minute before the call starts.

I said, "Jen, you have to get in on this call." She got on there and she got so inspired, had so much fun with it. She comes to me and says, "Well, we need to be doing some data analysis" and this and this and that.

I said, "Oh, Jen, you're gonna have to shoot from the hip because we'll do the data analysis next year." We have two weeks to get our holiday plan going. We started getting a scrum board up and we get this cellophane paper that you can put up on the wall and you can draw.

We draw this big mind map up there and we drew this big turkey and we wrote "feed the turkey" and we have all these different email campaigns, Facebook campaigns, 12 days of Christmas campaigns, we're thinking about already. Coupon offers and we just start mind mapping it out there all over the wall and then it's so glorious because then I sit back and she takes it all over to her station and she prioritizes it, organizes it, gets it on our Trello board.

We have all of these projects. She lines up who's gonna work on each part of the project and it's amazing. I think this next year with the team I have now is gonna be just amazing.

Austin Brawner: That's awesome. That's really, really exciting to hear and you can tell in your voice just how excited you are about the team. Right? You can really feel how much of a change that it has been.

Jeana LeClerc: Yeah.

Austin Brawner: How has your role evolved in all this? Now you've got this team that's helping you to execute on all these different things you're doing. How has your role evolved over the last year?

Jeana LeClerc: Yeah, going from trying to do everything kind of sub-par, I'm a great salesperson. I really have the heart of my clients. I really get that. But I'm not good at graphic design. I'm not good at some of the, definitely not the data analysis. I'm definitely one of those that shoots from the hip all the time.

For me, it's been a growth process of learning what to let go and also though, just finding where's my joy in this business? What is it that I really love to do and how do I get the correct people working around me to support me so that I can do the things that I really love to do? They can take on things that they love to do that are other aspects of this business and then we can all work together to make it really profitable.

Discovering the fact that I'm a really lousy project manager. I never knew that until I found myself in the middle of it and realizing our company's not growing because I'm trying to do this.

Actually, it was still growing. It was just painful. We've always kept growing, but it would be painful and I wouldn't at times not even wanna come to work because I would be overwhelmed by so much of the things that I was trying to do, whether I'm cutting and pasting HTML on the website or trying to implement a new shipping program and install new computers. All of that.

Bookkeeping things, all of that. Really taking a close look at what am I good at? What do I need to be doing that's gonna make this company the most successful and then finding the other people to fill in the other parts? That's what this year has been able for me. Letting go of a lot of things and then finding key people to fit in in the right places.

That's not always easy to do. In my shipping department, I've had to fire a number of people. Just working through trying to find the right person who really cares about the business and wants to be part of this team and gets really juiced and excited about that.

Those are the kind of people I want everywhere on my team, even in my shipping department and I think that's the last thing here that's coming together with so much growth over the last year, we all of the sudden outgrew our shipping system that we were using.

We were starting to have mistakes going out on the orders and things being left off of orders. This year, this has been this final piece we're bringing together right now as I speak. We are implementing a new shipping program with new shipping staff.

Something I shouldn't be doing right now is overseeing inventory and shipping, but I am. But by the first of the year, I expect not to be doing that anymore. I expect my new warehouse manager is gonna have a firm grasp on it and she's gonna take it and run with it.

Really, it's about figuring out what you're good at and what you wanna do and finding the other people to fill in. I'm really good at marketing. I'm good at relating to my customers. I'm good at the consultation piece of it and the idea person.

I come up with great marketing ideas and things. I'm just not good at implementing them. Next year, we're gonna be starting a vlog, that's what it is. A vlog? Starting a vlog and we already have one of our treatment rooms that used to be for the spa changed into a studio where we're shooting pictures for our website and where we're gonna start shooting videos.

Andrew Foxwell: Nice. That's awesome. It makes so much sense obviously because of the consultative nature of what you do. That to me is so- It's very interesting what you've been able to do by the consultation side of it just because you look at retail settings where most of this still lives and that's where people go and are spending more money on it because they can touch it and feel it.

The more that you can translate that via video and others, the better off you're gonna be. Is that some of the work too? I'm curious about this new website, too, and what you've seen. Is that some of the work that you're gonna be integrating into the new website as well of gaps? Of basically, here's what this does, here's how it works, here's what makes it great type of thing?

Jeana LeClerc: Yeah, I've had a number of customers wanting me to create how-to videos for a couple of years but we just couldn't do it. I didn't have the time. We've even had the equipment here for a while but we didn't have the- I didn't have the time. I didn't have the staff to make it happen.

It's very exciting that it's gonna happen next year. Yes, we will be using some of those, definitely making some instructional videos to go with some of our products and some of the tools that we sell.

Changes in our website. I now actually have a person who is, her full-time job is development of our website. She's taking over all of our loyalty rewards, how things work and function. We have some custom edits that have been made over the years that we're adding to on the website.

One of them will be so that people can choose what kind of sample they want because we have a very strong acne clientele and a very strong aging clientele. Those acne clients hate it if we send them samples that have products that they can't use.

One thing that we're having a custom edit on our site is that they get to choose: do you want an acne sample or do you want an anti-aging sample? That all sounds fun and easy, but actually getting that implemented, it takes a person that's full-time dedicated to that kind of stuff.

We're stepping up our loyalty rewards program. Our loyalty rewards program has been very popular but there's been holes. People have a hard time figuring out where to get their loyalty rewards, they forget about them, they have a hard time cutting and pasting the code into their website.

So, we're switching to another app where they don't have to load a code. It's gonna be in the shopping cart. They can choose which dollar amount off they want or what reward they want from the loyalty reward program right there.

Right now, we have a number of people that have never used their loyalty rewards. But loyalty rewards build repeat clientele. They build loyalty. We want people to know about it and use it.

Seeing it right there in their cart, especially for our anti-aging clients who are usually older women and they're not computer savvy, they have a really hard time. Having it right there in their cart, that's gonna be huge.

That's being built out now for next year with the launch of our rebranding. Yeah, yeah. It's those kind of things. We have really complex navigation on our website that our customers love because they love to be able to shop by their concern or shop by an ingredient type and that right now, that's a big thing in our development department.

Right now, they are brainstorming how to make that function better on our website as well as mobile. That's taking a little while, but they're going after it and I think it's gonna be really awesome when it's finished.

It's all about just making that customer experience better, easier experience.

Austin Brawner: Which is tailored with pretty much your thought process from the beginning, which has been focus on the customer. That's why you have such incredible repeat purchase rates and people that have been around with you for years and years and years continue to follow what you're doing and trust in you.

It seems like there's just been so much change and it seems like you really hit on a couple things that I always- More often than not, the snowball way of building a business is the way that businesses are built.

We hear all these stories of seeming overnight successes and people that have gone from zero to $100,000 in a couple of months, driving sales online. But it's so, so rare and more often than not, what you have experienced, this kind of continual snowball of putting the right work in, focusing on the customer, that is such a sustainable way to build a business.

It's the way that most businesses are built and it also, during that process, you continue to face different things. You continue to face- You're at a point right now where it sounds like it's a lot of change and your role is evolving and changing.

It's funny because change is something that's very, very fun and exciting when it's happening to other people but really hard when it's personal. It's just exciting to kinda hear how things are going and how it's evolving with a staff and how now, you kinda, sounds like you've got the infrastructure to be able to launch bigger marketing projects that are time-consuming. A vlog is time-consuming. It's one of those things where, I was reading an email today, I got an email from, I think it was Bryan Harris or something. He was talking about how when you're building a business, it's very easy to go look at other people's businesses and see what funnel they're using or what lead capture system that they're using. Or look at their Facebook ads and reverse engineer them and try them for yourself without reinventing the wheel. But, eventually what'll happen is you get a lot of, you miss the actual engine that's driving it and you just got a lot of wheels lying around, right?

Jeana LeClerc: You can do that so easily, get distracted on this or that and to keep coming back to what's essential is really key. Yet, always needing to push and try new things as well.

We are really excited in the new year with this team that we have. We can now, we're looking at working with Andrew and hiring him as a consultant to work with our Facebook ads and creating more in that direction because now we have the infrastructure and the time and everything to actually do that.

We aren't understaffed anymore. To have Jen be able to go and spend time with you, Austin, and learn more about what you do and more about Klaviyo and segmentation. That's really exciting.

A year ago, I wanted to be able to do all those things but it was completely overwhelming. There wasn't enough me and there was no one else to do it. It's been a year of getting ready to implement what I started to learn a year ago and I am on fire. I'm super excited about this next year and our growth and the opportunities ahead of us. We are super excited.

Austin Brawner: That's awesome. Jeana, this has been really fun to chat with you and to just kinda hear about your story 'cause it's super unique and your business has evolved in different ways as you've grown and things change.

I think a lot of people are really gonna enjoy this conversation as well. If somebody's listening and they're interested in connecting with you, what's the best way? Where would you direct them to connect with you?

Jeana LeClerc: Yeah, they can reach out to us at hello@artofskincare.com and definitely they can find me there and reach out. Definitely if you're interested in taking your skin to the next level, go ahead and sign up for a consultation. They're excellent. That's a great way. But otherwise, reach out to me through hello@artofskincare.com and I'd love to help anybody or answer any more questions.

Austin Brawner: Jeana, this has been great. Thank you so much and we will talk with you soon.

Jeana LeClerc: All right, thanks.

Austin Brawner: What's up everybody? Welcome to another episode of the Ecommerce Influence Podcast. My name's Austin Brawner.

Andrew Foxwell: And I'm Andrew Foxwell. Hey, almost Christmas, my friend, if you celebrate that.

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