In an age in which women have made massive gains towards achieving equality, some might be content to sit on their laurels and enjoy the rewards of a job well done. Elena Asher, founder of LashMakers, is not one of them. Her mission is to help empower women, not only by enhancing their natural beauty but, more importantly, by inspiring women eyelash artists to achieve financial independence in this 1.4 billion dollar industry.
She is no stranger to the challenge of achieving success. She emigrated to the United States as a near-penniless 21-year-old who could barely speak English, began working with clients in her living room, and now runs a fabulously successful company based out of Miami but serving 57 nations around the globe. It is a rags to riches story that she hopes inspires other women, so that they too can develop million dollar businesses.
Asher sees the struggles women still face around the world, and has dedicated herself, and her company, to helping them find ways to succeed and become financially independent. While LashMakers has expanded to 118 different eyelash products, and continues to develop new lines, it also trains and certifies more than 400 lash artists yearly. Classes focus not just on artistry and finding ways to make sure every woman has the eyelashes she deserves, but on how to develop a successful business model that will allow the artists themselves to attain financial freedom.
Asher doesn’t want artists to think that the road will be easy. As she herself has discovered, every new venture presents its own risks and challenges. That is why she always emphasizes two vital characteristics: discipline and love. She believes that the lash artists she trains need to love what they do and love helping their clients. There is skill, creativity, and true art that goes into helping women enhance the beauty of their eyes. But it also takes hard work and discipline to turn that creativity and love into a successful business venture. As she constantly reminds her students, they must “go into business with discipline and love. Discipline will keep you learning and growing, but love will make you work with purpose.” It is not a stretch to say that Elena Asher has an abundance of both.