Interested in starting your own entrepreneurial journey in personal care but unsure what to expect? Then read up on our interview with Katherine Lowe, owner of Shimmer, located in New Bedford, MA, USA.

What's your business, and who are your customers?

Founded on the idea that clean beauty should be easily accessible to all, Shimmer is a beauty and modern wellness boutique focusing on consciously created products. We help people make informed decisions about what they apply to their skin, with the goal of imparting confidence along the way. Our talented makeup artists are also on hand to create custom beauty experiences during our Cosmetic Consultations. Not only will you have your makeup applied, but you'll be given personalized tips and tricks and taught the skills you need to be more confident during your at-home routine. Our calming and inclusive space promotes learning and exploring new ideas, both in body and mind.

Tell us about yourself

My interest in clean beauty began in 2012 when my family experienced a string of serious health issues. I began learning about the ways in which what we put on our bodies can affect us and quickly realized how difficult it can be to distinguish between what is actually non-toxic and environmentally friendly and what was simply being marketed as such. I decided to combine my marketing degree with my 12 years of experience in the world of small business retail and add some variety to my local downtown. I decided to open Shimmer in the city I am so deeply rooted and create a space where I can use my platform to give back.

What's your biggest accomplishment as a business owner?

Surviving Covid. I opened the doors to Shimmer just ten months before the government shutdown and launched my retail website only a month before. I hadn't even had time to fully implant my business plan for my first year in business when I had to quickly pivot to an entirely new structure. In April, I will celebrate Shimmer's four-year anniversary.

What's one of the hardest things that come with being a business owner?

The inconsistency. Just when you think you have one thing figured out, something new comes at you to deal with. It's important to remember to step back and look at how far you've come so that you can realize that every day is an improvement and a step closer to your goal, but that's much easier said than done! Every small business owner dreams of going months at a time with smooth sailing and no fires to put out, but that's just not reality. You have to be able to go with the flow.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Do not compare yourself to others, especially not on social media. Everyone is only posting content that makes them look their best.
  2. Never stop seeking out educational resources in your field. Successfully opening your business does not mean you've learned all there is to know.
  3. Have a plan, but be flexible. Always have a plan A, B, and C. You can't always plan for everything. No one anticipated a global pandemic, but you can and must adjust when necessary.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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