Listen to this articleBelow is our recent interview with Sumita Batra, CEO at Ziba Beauty:
Q: For those who haven’t heard of it, what is the best way to describe Ziba Beauty?
A: Ziba Beauty is widely recognized as the category leader in eyebrow threading and credited for putting this ancient art form on the map in the U.S. Ziba Beauty built its business model on ensuring to provide the most intimate and authentic customer experience in beauty services, including waxing, facials, and, most recently, hair services. In its 33 years of business, Ziba Beauty has expanded to 14 threading and waxing studios throughout Southern California, including one in the Bay Area. The entire enterprise is a family run business that honors its very personal and familial entrée into the world of Eastern beauty. Sumita Batra is CEO, Kundan Sabarwal is founder and CFO, Suman Patel is Chief Education Officer, Jay Batra is COO, and Sanjay Sabarwal is Legal Counsel.
Q: Can you give us insights into your services?
A: Throughout our 14 California-wide studios, Ziba Beauty offers The Art of Threading®, which is an ancient hair removal technique where the hair is removed directly from the root with only a cotton thread and skilled hands. Threading is considered the safest and most precise method of hair removal, particularly for shaping brows. As part of our signature line of services, we also offer The Art of Waxing, in which we use cold and hot wax for facial and body waxing. Ziba Beauty is also the leader in The Art of Mehndi®, which is a type of body art originating in ancient India, in which designs are formed on a person’s body using henna paste. This unique service is an integral part of our lineage and leads our Heritage and Specialty services. Our collection of brow beauty products called The Signature Collection was developed specifically to complement the proprietary services that Ziba Beauty is renowned for.
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Q: What is eyebrow threading? Why is Ziba Beauty the best place to get threading services done?
A: Threading is an ancient form of hair removal that uses a cotton blend thread to remove hair from the follicle. The hair is removed by the back and forth twisting of the thread. This technique allows the artist to best control the thread, making it the most precise form of hair removal and offering the best results for shaping brows. Since threading does not use any harsh chemicals, it is also considered ideal for sensitive skin. During a threading session, clients are typically in a reclining chair and asked to hold their brow skin taut with their fingertips: from the top of the brow upwards and from their eyelids downwards.
Our Promise is that each client receives unparalleled service, superior artistry, and the highest standards in our clean, modern studios.
All of our beauty artists undergo intensive training and certification at our Ziba Beauty Academy, led by our Chief Education Officer, Suman Patel, to ensure that each artist understands Ziba Beauty’s methodology of threading before being able to work on any client. Having shaped over 1 million brows and counting, Ziba Beauty is the best choice for Eyebrow Shaping Service in California.
Q: What are the benefits of threading?
A: There are many benefits of threading, and many clients prefer this method of hair removal, especially for shaping eyebrows because it is fast, precise, and not as painful as other forms of hair removal. There are no chemicals used during a threading service since the main tool used to shape the brow is a spool of cotton thread. Threading is also less expensive than other hair removal procedures to get the best eyebrow shaping results that can last 2-3 weeks.
Q: What’s next for Ziba Beauty? Do you have plans to grow, expand or diversify?
A: The culture at Ziba Beauty has always leaned into growth and opportunities. As a company, we appreciate the fluidity and ability to adapt and evolve in continuous changing times and strive to maintain the status of being the top leader in this category. Adding more Ziba Beauty studios on the map is always going to be on our agenda.
Talking about adaptability, coincidentally, this interview is taking place during the COVID -19 global pandemic, and while we temporarily shut down the business following recommendations by public health officials, we are currently pivoting from operating as an in-studio beauty service provider to providing COVID-19 essentials to our community through e-commerce. We are leveraging our vendor relationships to offer our clients essential products to purchase from us instead of giants like Amazon. By doing so, we are staying afloat and also providing essentials that our clients are currently searching for.
Q: What are some other ways retail businesses should adapt in order to survive this crisis?
A: Now is the time to reshape, reform, and build partnerships. It’s a time to re-examine our businesses; perhaps by adding products and services, you would have never offered in the past. We are re-examining our entire operations and removing anything that is not essential to the survival of our business. We will also be implementing new “normal” protocols when we reopen for business post-COVID-19. This will allow us to maintain the utmost safety and precautionary measures for our team, clients, and our community. It’s all part of our social responsibility.
Q: What are some creative ways retail businesses can work together in order to survive this crisis?
A: We believe that more so than ever, now is the time to align our efforts to help each other survive. We need to share resources, spaces, clients, products, and whatever is possible as part of the social responsibility to help each and everyone get through this hard time.
Recommended: Q: Post COVID-19, what trends do you see in the long term with retail businesses like yours?
A: The new trends will be set by how we adapt our businesses for long-term shifts. For example, I see services moving from walk-in to appointment-only. That change will allow us to control the number of people in our business spaces at any given time. I also foresee changing the way client waiting areas are set-up to support social distancing. At Ziba Beauty, we are moving clients towards online appointments and payments. I think sanitation and client safety protocols will be at the forefront of the best business habits. Brands will start to provide clients with designated areas to wash or sanitize their hands. Delivery, curbside pick up, appointment-only services, and safety protocols will become part of our new business culture post this pandemic. Although we don’t know for sure what businesses will look like after the outbreak subsides, we remain optimistic.
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