We had the good fortune of connecting with Raina Askarova and we’ve shared our conversation below.

Hi Raina, we’d love to hear more about how you thought about starting your own business?
There were two main reasons I wanted to start my own business instead of working for someone else. I went into the aesthetics with a particular mindset that I didn’t want to compromise on. So many spas focus on the relaxation part of facial treatments. In contrast, I am passionate about treating skin issues and conditions from the inside out by identifying and addressing the root cause.
Additionally, as a mom, I wanted to have the ability to control my schedule. As passionate as I am about my business (I call it my third baby), my family will always come first.

Alright, so let’s move onto what keeps you busy professionally?
My biggest asset is my passion for skin. I’ve always seen the skin as an organ rather than merely an outer shell associated with vanity. When treating skin concerns, I like finding the root cause. For example, in most cases, melasma is caused by hormonal changes. I can perform a few advanced treatments to lift the pigmentation; however, that pigmentation can come back if the client doesn’t address what caused it in the first place. I want to change how we view skincare; instead of trying out these fad treatments and taking advice from celebrities and influencers, we need to ask professionals. I like sharing my knowledge with my clients in the treatment room and my followers via social media and my blog. It is not easy to stand out amongst the enormous competition. You also don’t want to overstep boundaries and you want to be respectful of other professionals. I try to stand out by staying true to myself and letting my work speak for me.
I had to overcome many challenges, and learning how to sell myself was the biggest one. I have a marketing background and never had a problem promoting and upselling others. It is an entirely different ballgame when you have to promote yourself. You don’t want to come off as self-centered and arrogant, but you must convince people you’re better than others. I don’t think I will ever be entirely comfortable with this aspect of being a business owner.
Owning a business has taught me to stay patient and persistent and mind my business. The last one is tricky. You see other businesses blowing up after a few months, and you can’t help but question what you’re doing wrong. What I didn’t realize when I was comparing my business to others’, was that:
1. Looks can be deceiving. So when you see someone thriving on social media, remember that they only post the good stuff, and it’s so easy to make yourself look busy and successful online.
2. Slow and steady wins the race. Don’t chase numbers by compromising the quality of your work. Organic growth may be slower, but it’s more stable. Organic clients will come back and bring more business.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If my best friend were visiting, first, we would go out for brunch at The Social on 83rd. I love their food selection, the quality, and their staff. After brunch, we would walk around Old Town Scottsdale and stop for ice cream at Sugar Bowl. We would then have dinner at Pizzeria Bianco and head over to the Copper Blues Rock Pub & Kitchen for a few drinks and live music. Over the next few days, we would visit Tonto Natural Bridge state park, Sedona, the Petrified Forest, the Antelope Canyon, and the Dinosaur Tracks in Tuba City.
On our last day, we would get manis and pedis at Polished by Mai, eat some tacos at Tacos Calafia, and have a few drinks at Peoria Artisan Brewery.

Who else deserves some credit and recognition?
I would not be where I am today without my mom. As a business owner herself, she showed me how rewarding it could be. There were plenty of days when I was starting when I doubted myself and the whole business idea. But my mom was the one who guided me through it all and gave me that boost of confidence I needed. Starting a business can be challenging. After you calculate all of your investment costs and do the market research and see the enormous competition, you start questioning if you even have what it takes to not only become successful but not shut down after the first few months. I remember wanting to scratch everything off and work for someone else, but my mom didn’t let me do that, and I am so grateful.

Website: www.btbr.us

Instagram: @beauty_tricks_by_raina

Facebook: https://www.facebook.com/beauty.tricks.by.raina/

Image Credits
Photographer: Tammy Zelez Photography

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