Yoanna House, 22, is the owner of Beaute a Go-Go, a beauty products supply store on Hendricks Avenue.
HOW LONG HAVE YOU BEEN IN BUSINESS?
Beaute a Go-Go opened in May. “I was nervous the first day but most of my customers were family and friends and that helped me to feel better. Once we got the sign and the window display up, everything fell into place.”
WHAT PROMPTED YOU TO OPEN YOUR STORE?
“I really tried to decide what it was exactly that Jacksonville needed. More and more people seemed to express the need for a beauty store with the kinds of products you could only find in Atlanta or Orlando. My mom, Angelica House, is my business partner, but she let me have creative control and agreed the store would be a good idea.”
HOW DID YOU DECIDE WHAT LINES TO OPEN WITH?
“I have always had expansion in mind, but I decided to open with basics. Right now we have something to cover every basic need: face, hair, body, men’s and baby products, cosmetic bags, plus some extras. All the lines are very well known and were lines I had researched.”
HOW DO YOU SPEND MOST OF YOUR DAY?
“If I’m not working with customers, I’m doing about a million other things. I’m never standing still. I’m trying to look ahead to what’s coming so that we’re at the point of constantly evolving.”
WHAT KIND OF ENVIRONMENT CAN YOUR CUSTOMERS EXPECT?
“I want the store to be laid back and fun. I have music playing, a comfortable couch. I definitely don’t want it to feel pretentious. People should come to enjoy the ambiance, the bright colors and know they’ll be treated as a friend.”
HAVE YOU ENCOUNTERED A TYPICAL CLIENTELE?
“So far it has been a random mix of people. I have young, high school-aged girls and I have their mothers. Also, the men’s lines are catching on, so I have them as well. It’s a hodge podge right now.”
WHAT KINDS OF CHALLENGES HAVE YOU FACED?
“Setting up the store was a bit of a challenge. Luckily, I’ve had great parental support. I have run into some people not taking me seriously because of my age. But I do have a few friends with small businesses and it’s to my advantage that they’re offering lots of advice.”
WHAT ARE YOU ENJOYING MOST ABOUT YOUR JOB?
“I am really enjoying being my own boss. It feels great to know that I have the control. It’s a comfort to know that I my mistakes won’t effect anyone except myself.”
WHAT ARE YOU MOST PROUD OF?
“I’m glad that I took this risk. I knew it was something that I’d want to do and I decided that I’d rather do it now than later. I’m making an attempt at being an entrepreneur.”
WHAT ARE SOME OF YOUR SHORT TERM GOALS?
“I want Beaute a Go Go to be the place people think of to pick up every product. Of course, I’m thinking of more products to offer, and of ways to get my name around.”
LONG TERM GOALS?
“Eventually I’d like to offer manicures and pedicures. I want the store to be a place women can come to feel like queens. That’s the atmosphere I want to have.”
INSPIRATION?
“I was always consumed by my grandmother — her style. I had a subscription to Vogue at age 10. I really admire Anna Wintour [editor-in-chief at Vogue]. My mother is an inspiration.”
EDUCATION
Yoanna is attending the University of North Florida, working towards a bachelor’s degree in political science.
EXPERIENCE
“I’ve worked in retail since I was 15. I’ve had great bosses who have nurtured me. And I’ve learned from some of their mistakes. I worked as a personal shopper at Banana Republic, which was a good way for me to access the needs of customers.”
HOBBIES
Vintage and antique shopping, running and music.
FAVORITE SPOTS IN JACKSONVILLE
“I love going to Five Points, shopping their for music and clothes. I love Sunday brunch at Biscotti’s and Bistro Aix for lunch.” Another favorite spot for Yoanna is Immaculate Conception Church, where she attends Mass.
— by Bailey White