She is also the founder of Queen Spa Expo, the only expo for Black spa professionals, and the first Black Spa Awards, which have been held annually in Atlanta since 2016.
Holyfield told Entrepreneur that she chose to get into the business because, despite Black women’s achievements in the beauty industry, they still weren’t getting their flowers…or their coins.
“To this day, African Americans are not dominating the spa industry whatsoever,” she said to the outlet. “But since I started, Black people are making six figures from spa, and that wasn’t happening before.”
Holyfield’s comments about Black women dominating the spa space for the first time in history is, indeed, correct. According to the National Spa Industry Association, “the past 20 years of research revealed a 114% increase in the number of women-owned businesses in the US. What’s even more interesting is the fact the number of Black women-owned businesses grew by 467% in the same time frame, comprising 19% of all women-owned business.”
So, while Black women are certainly making headway in the spa space, they aren’t where they need to be.
And that’s where Holyfield comes in.
Her secret to success was simple: she advertised her then-floundering spa services on Groupon. She got the idea from a friend, who also owned a spa business, who said that the online savings site helped generate some much-needed leads for her.
This, then, generated “more business than [Holyfield] could handle” at the time — helped, in part, by the fact that she was able to offer services for kids, something other spa providers in her area weren’t offering at the time.
“At first it was a huge pay cut,” she said. “I was brand new, and I didn’t know enough people. But then everybody who bought it came back, and I made like $6,000 in three days. I had never made this type of money. It was a really big deal to me. So that’s how I made my first six figures.”
Other Black women began approaching her for tips and tricks, hoping to replicate her success for themselves. So, she would charge a $25 consultation fee to share her wisdom — while writing an e-book and renting out her space for fellow spa owners who needed the room for their “Groupon overflow” — and it wasn’t long before Six Figure Spa Chick was born.
Now, Holyfield says she can only hope that other Black women can replicate her millionaire mindset.
“There’s unlimited learning when it comes to the Earth,” she said.