To My Clients:

CDB is celebrating its birthday in November, the person behind it is doing the same. Me, Cherrie, the person, will be 39 this year. In a way, this number has caused me more turmoil than 40 probably will. Turning 40 feels like a welcoming into something new. 39, though, feels like something is slipping away. Truth be told, 2025 has been the hardest of my life, both personally and professionally. I have had to face some very hard truths, and I have come to a sad realization-I am not able to continue life or my business in the way that I have for the past several years. I started Cherrie Darling Beauty in the fall of 2017 with less than nothing. I didn’t have any idea what I was doing-absolutely no experience running a business-but I put one foot in front of the other and did it anyway. I knew nothing about cost per service, profit and loss sheets, expenses, revenue vs profit. I simply chose prices that were lower than the going rate. I only saw a handful of clients a month-my full time job paid for my business for many years.

I have worked multiple jobs, sacrificed my own health and wellness, my friends, time with my husband and beloved family, having a car, having health and dental insurance, having my own apartment...all so that I could keep CDB going. We won’t even get into the debt aspect, but you get the picture. For the past few months, I’ve realized that this has worn me down. I have felt like a shell of a person. I have done my best to offer hours outside of my regular schedule to accommodate folks. I’ve come in on days off. I took all breaks out of my schedule several months ago to accommodate last minute appointments. I spend all of my “free” time taking new trainings with brands so that I can give my clients the best service and knowledge. Designing fun gift boxes and wellness kits. Creating content so that I can share advice and results. I have given as much as I can give and I have loved it so much, but it has not paid off in the way that I had hoped.

I went to esthetics school to give myself a better life, one where I could have a successful career helping people look and feel their very best. My goal has been to work hard solo, build a solid schedule, be able to hire, and then curate a space and community that allows for amazing workshops and events. But it just has not happened. Truth be told, even after 8 years of slow and steady growth, I have not become profitable enough to provide for myself in the way that I deserve. Working as a nanny paid more, and it was a lot less stressful than the daily struggle of wondering if I will be able to keep my doors open week to week. I’ve tried different hours, different skincare and waxing brands, specials, collaborations. I’ve worked with expensive business coaches, taken classes, and read every business or personal development book that exists. I’ve worked myself into the ground, sacrificing my own health and energy. But something has happened as I’ve reflected and panicked about welcoming the second half of my life. I have finally realized that I deserve to live a life of joy and abundance. To be able to feel like I have the freedom to live a life separate from my business. To get together with a friend on a Sunday afternoon. To spend quality time with my husband, who spends his weekends without me. To be able to go to nieces and nephews birthday parties. To not stay so late at work that I only have time to choke down dinner and get ready for bed as soon as I get home. Don’t get me wrong, I willingly signed up for these things. I knew it would take hard work and sacrifice and a hell of a lot of grit to make my dream come true. But fact of the matter is, after almost a decade of putting everything I have into something that I’m really proud of but is just not profitable enough, I have reached a crossroads. Is this what I want out of life? To spend every waking moment having panic attacks about whether I’ll be able to keep a roof over my head? To choose scarfing down a protein bar for “lunch” between clients? To ignore conversations with my loved ones because I’m answering texts or emails? Despite a pandemic, a fire, economic uncertainty…this is the first time I’ve actually considered giving up on this career altogether. I also thought seriously about applying to a chain spa, soul killing as that would be (at least I’d have health insurance and PTO!). I have journaled and cried and begged the Universe for guidance. What kind of life do I want to live? What do I have to do to have it?

I’ve decided that it’s not quite time for me to call it quits, but it IS time for a complete overhaul of my business. I’ve done the market research, the financial calculations, and the emotional work of letting go of what was so that I can focus on what will be.

I plan to go back to college for business in 2026. Having business skills will help me to be able to sustain and grow and hopefully one day reach my goal of having a space dedicated to helping people look and feel their best on a bigger scale. I mention this because it will be a major priority and will prevent me from working as many evening shifts as I have offered in the past. I will also continue taking courses to expand my skin and wellness knowledge so that I’m bringing you the most up to date information and techniques. My health and wellness rituals must also become a priority again. My schedule will be changing and I will be standing firm on the hours. I will be phasing out most Sundays except for special events.

And now for the tough news: my business and its offerings are going to change. I know that this is going to be challenging for some folks to hear. There are some services that I know are well loved, but I just cannot continue to offer top quality services at prices that don’t provide profit. Not only that, but short and unprofitable services take up room in my schedule that profitable services could be filling. For things like underarms, lip, chin, and yes, brows, there will be some big changes. These services, among others, will ONLY be able to be booked alongside other services and with Combos. I know that this is disappointing for so many of you, but offering services that are not profitable equates to me working for free. I just cannot do that anymore. I hope that you can understand.

As far as facials go, there will one option for a standalone service-75 minutes, completely customized. An express option will remain, but will only be available as an add on service. My membership is still the best bang for your buck. Expanding my virtual options for those who are not interested in or able to receive services is also in the works.

I will slowly be rolling out more comfortable bedding, upgraded product options, a snack and drink station, a lending library, free wellness resources, workshops, events, and more. I will be taking myself more seriously as a professional- I have nearly a decade of experience and will continue to enhance my knowledge and skillset so that I can bring folks the very best, including sharing more educational content. I have several courses lined up for 2026 that will help me offer more than just skin and beauty. More wellness, and a more holistic approach. If life has taught me anything, it’s that everything is connected.

I know that was long winded, but I thought that you deserved to know what is going on. I didn’t think it would be fair to simply announce a huge change without letting you in on why. Some of you have been with me since the beginning and have stuck it out through the many changes that I’ve gone through over the past several years. It means the world to me. I hope that you will continue to support me even if you feel that I’m moving in a direction that no longer aligns with yours. I know that many folks need more flexibility than I am now able to offer, and I wish those of you who are not able to continue on this journey with me the very best that life has to offer. We all deserve to live the lives of our dreams. I treasure every person that took a chance to trust me with their beautiful skin since the day I shakily opened the door for my first client. For those who are coming with me, I look forward to opening the door for you as we move into the next era together.

All my love,

Cherrie

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