Elizabeth Jones

New Smyrna Beach, Florida

Nature in Beauty

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Elizabeth Jones, Owner of Nature in Beauty, has accomplished exactly what she set out to create. Located in the Canal Street Historic District of New Smyrna Beach, her Certified Organic Beauty Boutique & Parlor is a serene retreat free of loud noises, harsh lighting and dangerous chemicals. "Our goal for our clients is to completely relax them and to help them forget about their worries and stresses while we take care of them," she said. "The whole idea of moving to New Smyrna Beach and launching this business was a change of lifestyle for me, but it also represents a change that we can all use in our lives."

Before Jones moved to New Smyrna Beach in 2014, she owned a more traditional beauty salon in Winter Park. She became interested in the concept of 'safe beauty'. Many of today's dies, cosmetics and hair treatments contain potentially harmful chemicals. She started a very small boutique, also in Winter Park, selling organic and safe beauty products. Her customers were quick to validate her idea and she soon began exploring the idea of combining an organic beauty boutique with a beauty parlor. She went looking for a new location to help turn her idea into a reality and discovered the charm of Canal Street. "I wanted a small artsy town that would be open to the concept," she said. "I was really drawn to New Smyrna Beach, especially Canal Street. I loved the look and feel of the historic district."

She found the perfect location and today, her concept of combining an organic beauty boutique with a full-service beauty parlor has been fully embraced by locals and anyone else looking to treat themselves to an unforgettable experience. With a team of eight professionals, Jones and her staff offer hair-styling, color treatments, massage therapy, skin care, nail care, waxing, facials and makeup applications all done with healthy and safe organic products. Those looking to just pop in can choose from a wide selection of certified organic beauty products, including lotions and shampoos from Intelligent Nutrients and foundations and lipsticks from Zuii Organic. According to Jones, what sets Nature in Beauty apart from the other salons in the area is the fact that they're a one stop shop for beauty services and organic beauty products.

Like most entrepreneurs, Jones has experienced her fair share of challenges since officially launching in October 2014. "When we first opened, finding the right way to get the word out that we were open for business was a challenge," she said. "We did a lot of advertising, but ultimately it came down to networking and getting involved in the community. Money was also a little tight in the beginning. I kept expenses down and was able to bring some equipment and products from the Winter Park salon but I still had to personally float the business at times. I've learned from this location to go with the flow of what people are looking for and to be willing to make small changes along the way."

Jones offers up some great advice for aspiring entrepreneurs. "Get involved in your community," she said. "The businesses that come and go are the ones that don't get involved. They stay to themselves. Don't make this mistake" She recommends reading Minding Your Business: Profits that Restore the Planet by Horst M. Rechelbacher, a book she credits for helping to influence her decision to start her business. She also recommends Daring Greatly by Dr. Brené Brown.


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