HBR Salon by
Rachel: From self-taught
artist to beauty
entrepreneur
In a small Belgian town where beauty specialists are scarce, Rachel Okuan transformed her artistic background into a flourishing studio.What started as a personal beauty journey transformed into a thriving business, where Rachel combines luxury with affordability to create a unique experience for her clients. This article explores Rachel's journey from self-taught beautician to successful entrepreneur, the challenges she faced, and her ambitious vision for the future.
The beginnings of HBR Salon
At 25, Rachel Okuan has already made a name for herself as a creative professional. With her background in arts and painting, she found that her hands-on skills and artistic eye worked perfectly in the beauty industry.
"I studied art and I'm naturally creative. I paint and make videos," Rachel explains. "Working with my hands made it easy to move into beauty. My artistic skills were perfect for doing nails and lashes."
Her journey into beauty began unexpectedly. "It's kind of a strange story," she shares. "My hair used to be very damaged and I wanted very short hair. But my dad only has four daughters. He doesn't have a son. So when he cut my hair, he shaved and I was bald." This accident led her to start experimenting on herself, working with her own hair and nails, developing skills that would later become the foundation of her business.
"I just decided to start something with my creativity"
The path to entrepreneurship
What started as self-experimentation quickly evolved when others began noticing Rachel's work. “When I worked on the first few people and they loved the results, they said things like, ‘I feel so pretty,’” she recalls with a smile. “It really boosted their confidence. And I loved being part of that helping women and girls feel more empowered and comfortable in their own skin. It wasn’t about changing their bodies, just giving them a little lift, a moment to feel special and focus on themselves.”
Rachel’s business journey began humbly, working from home and teaching herself everything from scratch. “I started by practicing on myself, and people liked what they saw,” she explains. As interest in her work grew, Rachel chose to invest in formal training, enrolling in courses specializing in nails, lashes, and other beauty services. This marked the start of her transition to a fully equipped studio.
Converting her garage into a professional space was a bold and costly move. “I changed everything, brought in new furniture, mirrors, and lighting. It was a lot more than I expected. To speed things up, I even took on another job. Sometimes my dad helped me too. It was expensive, I’m not going to lie, but looking back, it was completely worth it”
“I came from art school straight into business. I didn’t know how taxes worked or what I needed to pay as an independent professional. I had to figure it all out on my own ”
Challenges and lessons along the way
- Emotional resilience: “In the beginning, I took things very personally,” she admits. “If a client came once or twice and didn’t return, I’d wonder what went wrong. I didn’t want to seem like I was begging, but I felt the rejection deeply.” Learning not to internalize every setback was a crucial step in developing the confidence to move forward.
- Self-doubt in a competitive field: “There were moments I wanted to give up,” Rachel recalls. “I felt like I wasn’t good enough, especially with so many others in the industry. You start questioning your skills and wondering if people are still interested in what you do.” Overcoming those insecurities helped her realize the importance of believing in her craft, even during slow periods.
- Financial discipline: “As the business started earning more, I realized how important it is to manage money wisely,” she says. “You have to think about taxes, bills, electricity, all the things no one warns you about. I used to spend too much on beauty products instead of saving. It wasn’t smart, and I had to learn the hard way.” That lesson became a turning point in understanding how to sustain long-term growth.
Services and clientele
HBR Salon offers a wide range of beauty services, with nails being Rachel’s signature specialty. “People know me best for nails. I started doing my own when I was 15,” she shares. Over time, her service menu has expanded to include eyelash extensions, waxing, pedicures, and bridal hairstyling.
What sets Rachel apart in the local market is her ability to serve a diverse clientele with a highly personalized approach. She has identified and filled a significant gap in the area: the lack of professionals who truly understand and cater to the unique needs of textured and curly hair types, like her own.
“There aren’t many beauticians around here who specialize in different hair types, and it can be difficult for people to find someone who really understands them,” she explains.
While her hair services tend to attract clients looking for that specialized expertise, her nail art, lash extensions, and other treatments appeal to a broad and varied audience.
Rachel has cultivated a luxurious yet welcoming atmosphere in her studio, placing strong emphasis on comfort and individual care. “I try to make the space as cozy as possible, with one-on-one appointments so each person feels completely at ease,” she says. “I even have a snack bar with coffee, drinks, chips, cookies, everything to make it feel special. It’s a touch of luxury, but at a fair price.”
This thoughtful attention to detail and client experience has become a key part of her success. “I make people feel comfortable, that’s why they keep coming back.”
Promoting yourself
Rachel has built a strong client base through a mix of creative and consistent marketing strategies that reflect both her personality and entrepreneurial mindset. Her approach combines visibility, digital outreach, and local engagement:
1. Personal branding on the go: “My marketing is literally me walking outside,” she says with a smile. “My nails, hair, lashes, when people see me, they often stop and ask, ‘Where did you get that done?’ And I tell them, ‘I did it myself, here’s how you can book.’”
2. Social media presence: “I used to ignore TikTok, but now most of my clients come from there,” she explains. Her content showcases her services and creativity, helping her reach clients beyond her immediate surroundings.
3. Local outreach with flyers: “Every two weeks, I drop flyers in letterboxes, sometimes in my street, sometimes in nearby areas. I keep it local but consistent.”
While word of mouth helps, Rachel doesn’t rely on it alone. “At first I did, but I realized people don’t always follow through,” she says. Still, her reputation continues to grow organically. “I was in Brussels once, and someone said, ‘Oh, Rachel, she does nails! I know you from Instagram,’” she recalls.
Growing with Vev
Rachel has been using Vev since its early days and has grown alongside the platform. “I’ve been with Vev from the start, and it’s been incredible to see how it’s evolved,” she says. Before adopting Vev, she managed all appointments through Instagram, which required a lot of time and effort.
Now, she highlights three key benefits of the platform. First, there’s calendar sync: “Appointments automatically sync to my calendar, which I really love.” Second, simplified payments: “When you finish an appointment, the payment options appear right there. It makes the whole process so smooth for both me and my clients.” Finally, SMS notifications: “Vev continues to impress me with its updates. The new SMS feature is amazing and really helpful in avoiding no-shows. It’s a tool that makes everything so much easier!”
Rachel started with Vev’s basic version to keep things simple as her business got off the ground. As things grew, she switched to the pro version to unlock more features, helping her keep up with the expanding demand and run her business even more smoothly.
“The new SMS feature is amazing and really helpful in avoiding no-shows”
The future of HBR Salon
Rachel's vision for her business is both ambitious and far-reaching. Currently working full-time at her salon, she plans significant growth over the next five years. “I have a big vision,” she says. “In five years, I see my salon expanding, with multiple locations, and I also hope to launch my own brand of nail and hair products.”
A key part of her expansion plan is creating opportunities for others in the beauty industry. “I love working with people, communicating, and learning from others,” she explains. “I also want to help those with talent use their skills and improve in what they do.”
Rachel is driven by the goal of changing how careers in the beauty industry are viewed by society. She recalls a moment when a client told her, “Beauty isn’t a real job,” a comment that stuck with her. For Rachel, this remark highlights the misconceptions that still exist around beauty careers, which she aims to challenge and shift.
Her goal is to provide opportunities to people with talent but limited perspective. “I want to offer them a chance to explore their passions and see what they can achieve. Even if they find that it's not the right fit for them, that’s okay,” she says. “What matters is that they had the chance to try and discover their potential, and that in itself is invaluable.”
Advice for aspiring beauty entrepreneurs
- Think big and aim high: "Don’t see yourself as small. Set big goals and aim high, even if you don’t reach them right away. The important part is pushing yourself to grow and always striving for more," she advises.
- Financial management is crucial: "Saving is essential. You need to put money aside for business expenses like taxes, supplies, and overhead costs. It’s easy to get carried away with purchases, but financial discipline will help you stay on track," she says.
- Invest in continuous learning and client experience: "Always invest in improving your skills," Rachel recommends. "Take courses, especially in areas outside of your comfort zone. Also, create a unique, welcoming experience for your clients. People don’t just come for the service; they come back for how they feel when they’re there."
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