I told him to guess a number. He said eight.
- Jen Martinelli
- Jul 26
- 11 min read
"Life whispers before it shouts. Are you paying attention?"
đź–¤ From Jen: Faith over Fear.
Hi BEAUTISTA Fam,
Years ago, after almost every meditation, I would write down everything that came to me. Thoughts. Feelings. Images. Dreams. Ideas. I even had pages dedicated to what I called my "magic moments"—the little reminders that made me feel like the universe was quietly saying, you're exactly where you need to be.
Reading through those pages brought back a memory I hadn't thought about in years. When my husband (and BEAUTISTA co-founder), Matt, and I first started this journey, we were obsessed with looking for signs. It all started with the number eight. I was born on August 28 (8/28), so eight had always been my lucky number. Early in our relationship, Matt asked me to pick a number in my head. If he guessed it, we'd go to dinner where he wanted. If he didn't, we'd go where I wanted. Of course, I picked eight.  Without hesitating, he smiled and said, "Eight." I just stared at him. Out of every number... How? We both freaked out a little that we had literally picked the same number and  then he explained that eight had always been his favorite number too. It was the number he wore on every sports team growing up. From that day on, eight became our thing.Â
Fast forward a few years, in 2018. We quit our jobs.  Packed up our lives. Moved across the country with two little kids. And started building a company we had absolutely no idea how to build.
To make it work financially, we moved from New Jersey to California and into my mom's house. Yes... across the country. The four of us—Matt, me, and our two kids—shared one bedroom for nearly two and a half years while we poured everything we had into this dream. When i think about it now it all sounds so crazy. And honestly... It was.
We were first-time founders with no roadmap, and no guarantee this thing would ever work. So whenever we saw an eight, we'd smile. Elevator number 8. Gate 28 at the airport. Hotel room 348. A QuickChek receipt for $28.28. A dinner bill for $98.28. An important meeting date on the 18th. Every time it happened, we'd look at each other and say, "We're on the right path." Did the number actually mean anything? I don't know.  But it gave us something we desperately needed. Hope.
By early 2020, things were finally starting to click. We were partnering with incredible schools, working with large salon groups, and had even landed an opportunity with Pulp Riot to help recruit their next Brand Educator. For the first time, we felt like all those sacrifices were starting to pay off.
But there was something we wanted even more than business success. We wanted to go home. We missed New Jersey. We missed our house. We missed sleeping in separate bedrooms. The problem was...it didn't feel financially responsible. Not to mention our house was rented to a wonderful family who had just renewed their yearly lease.
Then March 2020 happened. COVID changed everything. A few months later, our renters called. Because of changes to their work visas, they needed to leave much earlier than expected.  Even though we were stressed about things being tight with paying our mortgage again, we knew this was the opportunity we'd been praying for. So we took the leap anyway.  We packed the kids into the car and drove across the country.
I'll never forget walking into our house. After sleeping in one room together for years, the kids finally had bedrooms again. I literally kissed every tile on the floor as I walked through the house. The next morning, I made coffee in my own kitchen while my kids were asleep in their own beds. It felt like heaven.
One week later, everything changed. We got news that completely changed our financial situation. Our next mortgage payment was due in fifteen days. We didn't know how we were going to pay it. Matt and I immediately went into problem-solving mode. "We'll consult."Â Â "We'll do marketing projects." "We'll figure something out." At the same time, we kept asking for signs. We kept seeing eights. We kept moving. We kept believing.
Then something happened that could never have been part of our plan. Because of COVID, mortgage forbearance programs became available. We were able to pause our mortgage payments, giving us the breathing room we needed to rebuild the business. About six months later, we started making payments again, and a year after that we refinanced our home with no lasting impact. There is no other timeline where that happens. If COVID had happened a year earlier... Or a year later... That solution wouldn't have existed. Â
Psychologists talk about something called the Reticular Activating System (RAS)—the part of our brain that filters what we notice. I've actually written about it before here in The Trimm. Once something becomes meaningful to us, we begin seeing it everywhere. Not because it suddenly appeared, but because our minds have become open to it.
I've gone through seasons of seeing owls, Elephants...  Lately it's been dragonflies. After seeing several in just a few days, I looked up their symbolism: strength, courage, happiness, and good fortune. Maybe that's coincidence. Maybe it's intuition. Maybe it's faith. I honestly don't know. What I do know is this... The signs never built BEAUTISTA.  The signs never paid our mortgage. The signs never solved our problems. They reminded us to choose faith over fear.Â
Today, whenever I find myself searching for answers, I still ask for signs. Not because I expect them to tell me the future. But because they remind me to stay open to possibilities I can't see yet.
Maybe you've been seeing your own signs lately. A conversation that keeps coming up.  The same book recommended by three different people. A number. A song. A dragonfly.  Whatever it is...don't be so quick to dismiss it. Sometimes life has a funny way of getting our attention.
Maybe the sign isn't asking you to change direction. Maybe it's reminding you to trust the direction you're already headed. Choose faith over fear. Every single time.
xoxo,
Jen MartinelliÂ
🚀 The Shift: Weekly Mindset + Strategy Upgrade.
Faith and Fear Ask Different Questions:
Fear asks: What if this doesn't work?
Faith asks: What if it does?
Fear asks: What if I fail?
Faith asks: What if I grow?
Fear asks: What if I lose everything?
Faith asks: What if this leads me exactly where I'm supposed to be?
Fear asks: What if I make the wrong decision?
Faith asks: What can I learn from whichever decision I make?
Fear asks: Why me?
Faith asks: Why not me?
Fear focuses on what you might lose. Faith focuses on who you might become. Neither can predict the future. But only one gives you the courage to move forward.
This week, pay attention to the questions you're asking yourself. They may reveal whether you're making decisions from fear...or from faith.
🎙️ In Case You Missed It (ICYMI)
Another week, another lineup of incredible education from the industry's leading brands. Here's a look at just a few of the free classes our community attended:
🎨 Redken | Shades ALK Pro Connect
Artists explored Redken's newest alkaline demi technology, learned how to confidently formulate with Shades ALK, and discovered new ways to elevate color services while increasing revenue.
⚡ R+COLOR | HYPERMATIC Speed Date
A deep dive into the industry's newest 10-minute demi-permanent color, plus strategies for selecting the right lightening system for every blonding service.
✨ Pureology | Sleek Blowouts
From the viral glass-hair trend to humidity-blocking techniques, stylists learned how to create high-shine blowouts clients can't stop asking for.
🏆 L'Oréal Professionnel | Metal Detox Certification
Professionals earned certification while learning how to eliminate metal buildup, protect hair integrity, and deliver more predictable color results.
🤎 Endure Beauty | Brow Lamination & Tint
A high-ROI service designed to help artists attract new clients, increase rebooking, and grow revenue through premium brow services.
đź’› OLAPLEX | Total Transformation: Pro Difference Scalp to Ends
Mastered a premium repair ritual designed to improve hair health, elevate the client experience, and increase repeat business.
✂️ Bumble and bumble | Razor 101: Curly
Developed foundational razor-cutting techniques specifically designed for textured and curly hair.
Missed one? No worries. Many classes are available on demand, with new live education added every week from the brands you know and trust.
Salon owner or educator? Forward this to your team. The best teams never stop learning
đź’» Tech-Forward:
Where tech meets beauty (and your next big move begins).
People Don't Follow Brands. They Follow People.
AI has made it easier than ever to create content. You can write captions, edit videos, generate graphics, and build websites in minutes. But here's what AI can't replace: The person behind the brand.
Think about the companies you admire. Chances are, there's a face you associate with them. Sam Villa for Redken. Michael Jordan for Nike. Martha Stewart. Joanna Gaines. Whether you love him or not, Elon Musk became part of Tesla's story. People connect with people before they connect with companies. If someone discovered your business today, who would they get to know?
If you're a salon owner, is it you? Your artistic director? A team member who naturally teaches and inspires?Â
If you're a school, is it your director? An instructor? A student whose journey represents your culture?
If you're a brand, who is the educator or artist people trust?
And if you're an independent artist or student, the answer is simple.
It's you.
AI can help you tell your story faster. It can organize your ideas, improve your writing, and save you hours. But it can't create authenticity. That's still your job.Â
The businesses that stand out over the next few years won't be the ones using the most AI. They'll be the ones using AI to help more people connect with the humans behind their brand.
đź’ˇ AI Prompt of the Week
Find My Story
Interview me one question at a time to uncover the stories, beliefs, experiences, and lessons that make me different from everyone else in my industry. When we're finished, summarize my unique perspective and give me 10 content ideas that only I could create.
What we're learning from Hiring  Funnels:Â
The Cost You're Not Counting
When a chair sits empty, most salon owners feel it. The missing energy. The gap in the schedule. The clients who book elsewhere because there's no one to take them.
What most owners don't do is calculate it. An empty chair isn't just a scheduling problem. It's a daily revenue loss. Every week a seat goes unfilled is another week of services not performed, clients not retained, and income that doesn't come back. The number adds up faster than most people expect — and it keeps running whether you're actively hiring or not.
The conversation around hiring almost always focuses on what it costs to bring someone on. The ad spend. The time. The onboarding. What rarely gets calculated is the other side of that equation: what it costs to wait.
If you've never run those numbers, we built something for that.
Plug in your average service ticket, your daily client count, and how many weeks you've been waiting. The number on the other side is usually the moment salon owners stop thinking about hiring as an expense — and start thinking about it as the most urgent investment they can make.
🔥 What’s Happening:
Virtual Live Events You Don’t Want to Miss
Next Live Virtual Classes
GLOSS with KEVIN.MURPHY
đź“… Monday, July 27 | 11:00 AM ET
Learn how to create luminous, customizable demi-permanent color services while exploring formulation, application techniques, and new ways to expand your color menu.
Texture Set Hairstyling Essentials with Mizani
đź“… Monday, July 27 | 11:00 AM ET
Expand your styling expertise with techniques for every texture. You'll learn how to customize texture sets, improve client results, and increase retail sales through smarter product recommendations.
Style Lab: K18 and the Art of Repair
đź“… Monday, July 27 | 1:00 PM ET
Master K18REPAIR™ techniques for every hair texture while learning how to integrate repair services into color, cut, and styling appointments. You'll also pick up client communication and social media tips to grow your business.
Shades ALK Pro Connect with Redken
đź“… Monday, July 27 | 4:00 PM ET
Discover the science behind Redken's new Shades ALK line, learn how to solve common color challenges with confidence, and explore new service opportunities that can increase revenue behind the chair.
Building Beyond the Chair
đź“… Tuesday, July 28 | 12:00 PM ET
One of this week's featured masterclasses! Join Lauren Hurren from Color Wow to learn how today's top stylists are using personal branding, social media, and smart business strategies to build demand, increase income, and grow beyond appointments. If you've ever wanted clients to seek you out instead of chasing them, don't miss this one.
Air Artistry: Placement to Finish with Colortrak
đź“… Tuesday, July 28 | 12:30 PM ET
Watch Danielle Keasling and Savannah Hicks demonstrate one placement technique across multiple hair textures using Colortrak tools and Dyson styling. Perfect for stylists looking to refine both efficiency and artistry.
Social Media for Revenue Growth with Pureology
đź“… Tuesday, July 28 | 4:00 PM ET
Learn how to make social media work for your business—not just your feed. This session covers attracting the right clients, increasing bookings, boosting retail sales, and creating content that feels authentic to your voice.
(And if you’re reading this as a salon owner or educator — send your team. One class can shift an entire culture.)
đź‘€ Watch This Space
(Jobs Worth Seeing)
đź‘€ Watch This SpaceÂ
The Beauty Bar Design Studio |đź“ŤLawrence Township, NJ
OPEN ROLES
When we explore opportunities on BEAUTISTA, one question always comes to mind: Can we picture ourselves working there?
As we watched The Beauty Bar Design Studio's career page, one thing stood out immediately—the people. Hearing directly from one of their stylists and seeing the team interact gives you a real sense of the environment they've built and feels like a salon where people genuinely enjoy coming to work.
Why we think it's worth watching:
Weekly team meetings focused on collaboration, communication, and continued growth.
A family-like culture where coworkers support one another and celebrate each other's success.
Flexible full-time or part-time scheduling, commission-based pay, and 401(k) benefits.
Ongoing education with leading professional brands including Redken, Keune, Pravana, Brazilian Blowout, Keratin Complex, and Pulp Riot.
An award-winning local business recognized by the Lawrence Township Growth & Redevelopment program.
A team that believes work-life balance and professional growth can go hand in hand.
  👉 Apply with your portfolio + watch the video to experience the space for yourself
🎤 Educators Wanted: Your Dream Role Just Went Live
Ready to teach, inspire, and represent iconic brands?
đź’Ą Educator roles at Pureology, Matrix and KĂ©rastase are now LIVE on BEAUTISTA.
Whether you’re a seasoned pro or a rising educator, this is your moment.
🔦 BEAUTISTA Spotlight
Miah Norman
đź“ŤSpringfield, MO
🎓 Paul Mitchell The School Springfield
Some people stand out because of their experience. Others stand out because of their attitude.
Miah is just beginning her beauty career, but it's easy to see why she's one to watch. She'll graduate from Paul Mitchell The School Springfield this December with 100% attendance, has already been recognized as Most Improved, and earned the school's Highest Attendance award for the month of May. Her portfolio reflects someone who's committed to showing up, working hard, and improving every day.
Outside the classroom, Miah enjoys traveling, spending time at the lake, and making memories with her family and her dog, Blaze. Her personal motto says it all: "Lead with positivity, work with purpose."
As she begins looking for her first opportunity behind the chair, she's excited to continue learning, growing creatively, and building a career she can be proud of. We're excited to see where her journey takes her.
👉 Connect with Miah, explore her portfolio, and follow her journey on BEAUTISTA.
Want this for your students?
Reach out to  hello@beautista.com and we’ll show you how to make it happen.
đź’« WE WANT TO FEATURE YOU
 Have a story about how BEAUTISTA helped or inspired your career? Email us at hello@beautista.com to be spotlighted in an upcoming issue.
đź’ˇ BEAUTISTA Tips & Tricks
Featured in Salon Today: The Empty Chair Report
Salon Today recently featured BEAUTISTA's The Empty Chair Report: What's Really Killing Salon Hiring—a practical guide designed to help salon owners rethink how they attract talent in today's market.
Inside you'll discover:
Why traditional job boards miss most licensed beauty professionals.
The 7-Step Beauty Talent Funnel™ framework.
Real hiring campaign benchmarks.
An ROI worksheet to calculate the true cost of an empty chair.
An 8-week hiring roadmap you can put into action immediately.
Whether you're hiring today or planning for the future, this free report offers practical insights to help you build a stronger recruitment strategy.
đź’Ś Pass It On
Know someone who needs this kind of real talk in their beauty journey?
Share The TRIMM with a fellow BEAUTISTA and help them grow, too.
If you enjoy this week's content, you can check out more of it here.
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