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Published April 09, 2019

Janet Copps might be part of the family that founded Copps Food Center, but her new business is nothing to bat an eyelash at. Copps, a registered nurse, and Green Bay SCORE client, recently opened The Dazzle Studio in Appleton. "I always had a dream of opening my own business," Copps said. "I was talking to someone about the growth in aesthetic facial rejuvenation and she mentioned the eyelash craze. It’s a business that’s exploding." In fact, a recent report by Business of Fashion reported that lash lifts and extensions are growing at a rate where they may overtake the mascara category in sales. While mascara sales are projected to dip, lash treatments are skyrocketing. "The demand has been so great that people will come from one to two hours away," she added. The eyelash treatments are just part of her business. Copps also utilizes her experience as a nurse to offer facial rejuvenation services, including Botox and fillers. Although it might seem like her business is quite a career change, Copps says that it is a perfect fit. "Just like nursing, I look at the person as a human being first, and medically, safety is so important to me. Nursing also taught compassion, and I am a people person; I care about the entire human being," she said. The immediate success of Dazzle has been a blessing and a challenge. She has struggled to find time for meetings with her SCORE mentors and says she started a business plan but hasn’t had time to complete it. It’s a business idea that took off fast. She had an outline, found a location, and opened the doors. In that whirlwind process, she did find time to do a competitive analysis and get an idea of what other salons offered and the pricing. "I popped in to see what they charged, what the online ratings were, and how many businesses in the area were offering the same services," Copps said. "I found that there are a lot of lash companies that are so busy that they can’t take any more clients because it’s so popular." By launching early, Copps admits she will need to step back at some point and finalize a plan. Currently, she confirms appointments, designed the salon, does cleaning and laundry, orders products for use with clients and retail sale, does the books, keeps client records and provides clients services. She has brought in two independent contractors to help with the demand, and as a result, will also need to look at expanding her current space. In addition, she is planning a product line that carries her company logo and hopes to add other locations, and possibly, franchise the concept. "Having grown up with the Copps Corporation, I watched my dad, as president, and other family members manage the business. They prioritized customer service and quality, and offered nothing less than the best," Copps said. "They cared about the products, their employees, and their customers. That’s where I got my ethical standards from. I won’t do anything unless it’s the right way to do it. I’d like to follow in my dad’s footsteps." That means listening to clients, and figuring out how to make the initial location function well before adding others. Social media and driving traffic to her website are two areas of concern. In addition, she needs to find time to create and post videos, before and after photos, and updates on existing platforms. She may need funding to expand and is planning on contacting the Wisconsin Women’s Business Initiative Corporation for assistance. "I have learned that it’s important to get help, because you don’t know what you don’t know," she said. "Get help from the Small Business Administration and SCORE. It will keep you from making huge mistakes. Talk to other business owners. The salon owners I talked to were so helpful. This industry is going to continue to grow, and I want to be part of it. The sky’s the limit." Tina Dettman-Bielefeldt is co-owner of DB Commercial Real Estate in Green Bay and past district director for SCORE, Wisconsin.