Teka Neufville Atelier – Making tough decisions in an unsure world

BY SIMONE J. SMITH

Classic Bitch –BSG- Milk Chocolate Nails; Bougie Bitch – Ice Me Nails; yes!

I loved it. I loved what I was seeing. It is time to get women all over the world focused on not only looking good, but feeling good, and I had found just the business to do that.

It has been a tough year ladies. Our need to dress up and put on makeup has diminished because for most of us, well, we have nowhere to go. Beauty industry watchers and cosmetic companies have noted that consumers are gravitating toward a more low-maintenance and natural look.

There just hasn’t been any need to apply makeup the way we were before, plus, if you are a makeup wearer, you know how awkward it is to wear any kind of makeup under a facemask.

Makeup sales have plummeted this year as staying in and working from home has become the new normal. Globally, L’Oréal said the beauty market had fallen 13-14% in the first half of 2020, with luxury beauty, professional beauty, makeup and fragrance sales falling around 25% (J.P. Morgan Research).

There is new research that suggests there are advantages to dressing up for the workday, even if it is at the kitchen table, or in your home office. Dressing up and putting yourself together can actually change the way that you think. It can help you focus, boost your mental health and elevate your overall morale (Journal Social Psychology & Personality Science).

Apparently, Zoom video meetings have triggered the demand for plastic surgeries in many parts of the world. Cosmetic doctors and plastic surgeons around the world call it a “Zoom Boom.”

I had the opportunity to speak to a leader in the Toronto beauty market Teka Neufville. During our talk, she took me on a journey through her entrepreneurial experiences. She explained the highs and lows, how COVID-19 has affected the Toronto beauty market, and what she has had to do in order to keep her business on top.

“I have been in the industry since I was sixteen years old,” Teka began. “The name of the first nail studio I worked at was TipWaxToe. I passed it on the way home from school one day, and something about that place drew me. I had always been interested in the fashion and beauty world, so I dropped my books back at school and told myself I was never going back.

They had a training centre at Yorkdale Mall, so I asked my aunt if I could have some money to take the course. She said yes, and that is how I entered the beauty industry.”

What Teka discovered very early in her life was that she was a better entrepreneur then she was an employee.

“Yes, working on commission is hard. If you don’t work, you don’t get paid. You have to have a hustler’s spirit. The only thing is that there are still limits to your freedom when you work for others. I always wanted to be independent, but I also knew I would have to work for that independence.”

Teka’s entrepreneurial experience evolved when she began to work in the entertainment industry.

“I was heavily involved in the entertainment industry. I have worked all over the city: Paparazzi, This is London, Berlin, Government, For Your Eyes Only to name a few. Working as a bartender taught me how to speak up, and it definitely gave me my edge. In the entertainment industry, the customer is not always right. I learned how to control my bar. It was my territory. It was very entrepreneurial. It was a hustle.

I would work in the evening, and during the day work at the spa. Eventually, this lifestyle became taxing on my mind, body, and soul. I would work all night, and then have to get up in the morning and see clients all day. I had to make a decision: entertainment or beauty industry. I choose beauty.”

Teka opened up her first studio on Scholar Street in 2016.

“I put everything I had into it. Around January 3^rd, 2020, I began to lose love for the space, so I closed it down, and began to work out of my girlfriend’s studio. I was just starting to settle in, then COVID hit.

 I really didn’t mind at first. The first two weeks were great. Then it turned into one month, two months, three months, four months, and then five months.

 Before this happened, I was fully booked. Once restrictions began to lift, I thought, everything was going to be okay. First two weeks were fully booked, and then it began to trickle back. Maintenance was not needed, as much because there was nowhere to go. Some women just couldn’t be bothered.

 What happened? I thought to myself. What am I going to do?”

 Teka had to once again make a tough choice. She had to choose whether to close her business down for good (which she realized was not an option) or find another sustainable way to keep her business afloat.

“I decided to move my business home. I had to make it so legitimate. It had to be done well. I redesigned my whole apartment and made my bedroom into my studio. This has allowed me to simplify my space. There is added security having my business at home. I know now that I will never need to rent a retail space.”

Although Teka had made positive, and healthy changes for her business, she shares that there were times when things were difficult.

“There were some dark days. I thought to myself. Holy Shit!

I couldn’t get out of bed; I had to slap myself out of it. I would get up, put my jewellery on, and put my make-up on. I challenged myself that whatever the day threw at me, I would be ready. This helped, and it made me feel so much better. I began to share my stories with my clients, and it seemed to motivate them as well.

Teka Neufville Atelier had to shift, so now I am online selling my products. I have finished my e-commerce site, and now I am focusing on ensuring that I have enough stock for the demand.

I am thankful for the support of my clients, and I am blessed to have a great landlord, and amazing family and group of friends. My circle is very important to me, and if I had any advice for entrepreneurs in the beauty industry, it would be to build a circle of trust.”

Teka definitely has a brand that she should be proud of. Her products include:

Shop Bitch Slapped Nails By Teka Neufville
Hand painted, and designed Custom Press On Nails, DIY Nail Supplies, and Accessories. The nails come in all shapes: stiletto, coffin, square, oval and almond.

Premium Collection Teka Neufville Luxury Lashes
Handmade Cruelty Free Premium Synthetic, and 100% Mink Strip Lashes.  Made with black cotton band for comfort, and flexible application. Lashes can be used up to 25x with proper care.

You can visit Teka at www.tekaneufville.com