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“Since partnering with Moxie, I haven’t had to worry about a thing”
—Danka DiMichele, owner of The Beauty Haven Medspa.
How One Critical Care Nurse Went From Part-time Cosmetic Injector to Med Spa Owner
Danka DiMichele always had a passion for helping people, which inspired her to go into nursing in the first place. After years working as a critical nurse, Danka felt called to take her career in a new direction.
Inspired by her love of beauty and equipped with a keen eye for aesthetics, Danka felt that cosmetic nursing would be a natural fit. She started cold-calling med spas in her area to find out who might be hiring. Finally, her persistence paid off.
Danka found a med spa that offered to provide cosmetic nurse training. She began working as a cosmetic injector and quickly realized that she’d found a professional calling.
After two and a half years, Danka had built a name for herself as “the lip queen”. However, there was a problem. While she had a growing list of loyal customers, Danka didn’t feel fulfilled. She couldn’t help but feel that, by working for someone else, she was failing to reach her full potential.
“Working as an employee under someone else gave me the opportunity to get my feet wet, but after a while I felt like I had just reached a point where I wasn’t growing or learning as much as I wanted to be. I knew that in order to reach my full potential as an injector, I needed to go out on my own.”
Knowing that it was time to move forward, the next question for Danka became “how?”.
From Botox Nurse to Business Owner
“I felt like I owed it to myself to take on this new challenge. I always wanted to build my own empire, for myself and for my family, and that’s what led me to starting my own business.”
While Danka’s vision for her future was clear, the steps to get there were fuzzy. Although she was confident in her skills as an injector, aesthetic nurse and content creator, she was afraid of taking on the title of business owner.
After all, being a med spa owner brings its own set of challenges like finding a medical director, getting insurance, and covering all administrative work. Danka knew that there would be a lot of moving parts and found this intimidating.
“Transitioning from being an employee to a business owner felt very scary. I wasn’t sure what I was up against. I wasn’t sure if I’d built up enough of a clientele. There were a lot of unknowns.”
Danka began to seek answers within her community and online.
Overcoming Fear to Launch The Beauty Haven Medspa
Danka researched the in’s and out’s of opening a med spa extensively. She tapped her network for connections and sifted through online forums for answers. However, Danka was hitting roadblock after roadblock. Between legal, finding a medical director, and securing insurance, Danka was overwhelmed. “I was being pulled in so many different directions”.
This is when Danka discovered Moxie.
“A month in, it was becoming clear that I couldn’t continue to do this on my own. While I was researching for medical directors, I stumbled upon Moxie and decided to reach out.”
Finding the Perfect Partner in Moxie
“When I found Moxie, I onboarded immediately. I had no clue where to start when it came to opening my own business. This is why it was so appealing to work with a partner that could guide me through the unknowns. I was ready to get started.”
With Moxie, Danka could rely on support for much more than finding the right medical director. Moxie would be a partner in virtually all areas of her business—including those outside of her comfort zone.
“I feel like with Moxie, I have people supporting me on the back-end. They contribute to my success without me having to worry about all of the details. Moxie helps with everything from accounting to setting up my back office, to promotion and advertising.”
“The difficult part of starting a business is making sure you’re secure from a legal standpoint, making sure your taxes are squared away, things like that. Figuring all of this out on my own would have required tons of research and time. Since partnering with Moxie, I haven’t had to worry about a thing.”
The Future of The Beauty Haven Medspa
Having Moxie manage logistics has allowed Danka to focus on growing her craft and clientele.
“Moxie gave me the security I needed to focus on promoting my services and building my clientele. I could trust that everything else was being taken care of.”
Since launching four months ago, Danka’s leap of faith to open The Beauty Haven has already paid off.
“This was the best decision I could have made for myself. In the last few months I’ve been able to hit my sales goals, and even exceed them. I’m booked solid two weeks in advance.”
In addition to solid bookings with new clients attracted through Moxie-supported digital ads, Danka continues to build loyalty and trust with existing clients.
In the first month, Beauty Haven hit 330% of its revenue goal. Danka continues to see consistent, double-digit month over month revenue growth – amounting to thousands of dollars in additional revenue per month.
Furthermore, Danka has been focused on delivering optimal results to clients new and old. Beauty Haven currently has 46 5-star reviews on Google, and a 5.0 rating on Facebook.
With Moxie in her corner, Danka already has plans for expansion.
“I’ve always been the kind of person where if someone says that I can’t do something, I’m going to show them that I can. I’m ready to bring the best med spa to Pittsburgh, somewhere where people can come and get all their services done in one place and know that they’re going to get the best experience. That’s my goal.”
The Stats
- Danka is an ICU nurse who worked at another med spa for 2.5 years before entrepreneurship
- Opened The Beauty Haven Medspa 4 months ago in Pittsburgh, PA
- First month hit over 330% of her opening month goal
- 17% increase in revenue between month 2 and 3
- Increasing average revenue per appointment each month
- On target to fund and expand her med spa offerings
- Booking link.
- The Beauty Haven website.
- The Beauty Haven Instagram.
Learn how Moxie helps entrepreneurs (like you) open profitable med spa businesses!