Sometimes opportunity presents itself within the blink of an eye –an unannounced visitor at the door begging for your attention and hoping you will dive in headfirst. It’s most impactful when it’s taken with a little bit of uncertainty, potentially a little bit of fear, but the depth of desire to fulfill it anyway. For Shelley Hancock, this opportunity came in the form of a phone call from a spa owner she knew, who asked her one simple but life-changing question: “Will you come run my spa?”
At 28 years old, Hancock had no prior business experience and a plethora of uncertainty about her credibility, yet pushed past these barriers and committed to a journey that would take her farther than she could have ever anticipated. Now, as an entrepreneur, author, and educator, Hancock is fully immersed in the art of informing and empowering both employees and customers within the industry.
From LED light masks to oxygen infused therapy and everything in between, Hancock learned through many trials and tribulations, the ins and outs of the skincare industry. She relied immensely on “sheer passion, drive,” and an “I am not going to fail,” mindset. Being given full responsibility of an entire business is not an easy feat, and Hancock reflects on major challenges such as over-hyped marketing techniques and the pressure to engage in financial decisions that are not always worth it.
The skincare industry Hancock entered into looks very different than what we know today; with no Google, social media, or online presence, it was of utmost importance to rely fully on in-person connections. She discusses how she needed to “really [pay] attention to the client that was there in [the] spa, because they were going to be [the] walking advertisement.” Connection is the biggest part of the industry, according to Hancock, and she immerses this focus into every area of her work and life.
She further explores the dynamic environment of the industry, where a constant stream of new products and equipment often pair with fabulous yet overwhelming marketing tactics. She emphasizes the importance of education in order to empower customers and industry employees to appreciate aesthetics while also feeling insightful in their decision making . This constant movement is both a benefit and a drawback of the industry, with Hancock stating, “the thing I like about this industry is that it’s constantly changing and growing… but yeah, sometimes it is a little overwhelming.”
Driven by a powerful desire to educate others, Hancock opened a training school, the Real Transformation Esthetic Training Center, and even offers 1:1 training, with a strong focus on connection and community. Moving away from toxic perfectionism and heavy reliance on achievements are both major factors she centers on within her teaching, and claims her students should, “Take that leap. If you have a little fall, you get up and brush yourself off, but you got to start somewhere.”
And start somewhere she did. Hancock now not only has 38 years of experience under her belt, the exceptional title of business owner and trainee, and is also an author of five books with detailed descriptions of esthetics within the industry and personal insights, noting how “it was fun to see [her ideas] come alive.”
Tune into the conversation below to hear Shelley Hancock’s journey from first-time spa manager to industry leader, educator, and author. Follow us on Instagram at @readthetease and @volumeupbythetease.
