‘Since our humble beginnings in 2015, Whiplash has been built from the ground up’.
‘Since our humble beginnings in 2015, Whiplash has been built from the ground up’.
The above statement can be found on almost all of the Whiplash digital platforms as it is a true depiction of the business’ origins. Whiplash spawned in the dim, back room of a rental, was nurtured, and has since been carved into the highly desirable boutique beauty studio run by internationally accredited and award-winning master lash artist; Mae Watson. Known fondly as ‘The Wispy Style Master’, Whiplash is her business and this is Mae’s story.
Beginning a business is difficult. There are so many aspects to the process that need to be covered – Services, Location, Materials, Delivery, Legal. Even those who have begun in the most ideal conditions and are given every opportunity on the proverbial ‘plate’ struggle with the many challenges posed by such an undertaking. For most, the obstacles and challenges posed are deemed too great and often met with failure and/or complete avoidance. As the thought process delves further into entrepreneurship, the mind veers off to the ever-more appealing stable working hours and superannuation carrot dangled by large organisations. Meet Mae; a 27-year-old, single mother of 2-year-old twins. For many young women in a similar position, (whilst attempting to not be too cynical) this is the end. Benefits will be forever present as a staple income and in theory, all should be in order to live life and to ‘get by’. One would be forgiven to agree, right? One has never met Mae Watson.
Mae Watson (formally Mae Day) was born in Texas, USA and grew-up in third-world Thailand as part of a relatively wealthy family culturally-speaking. Both parents were of Chinese descent and raised both Mae and her younger brother in a strict and harsh manner. Without delving too far into her young, personal life, Mae jumped at the first chance she was presented with to escape this smothering environment and to start a new life. This new life led her to a relative in Seattle, USA. After spending months working in bars and restaurants and again, living in another harsh environment with her father’s reign ruling over her even from across the other side of the world, Mae decided to make the move to a place in which she had no ties. She longed for a true new life and as such, touched down in sunny Perth, Australia.
Mae again began her time in Perth working in bars, restaurants, and living in share-homes. Times were not easy, and money was sparse. Mae fell pregnant and gave birth to twins;
Irissa and Jaydyn. Mae found herself alone, jobless, and raising two baby twins. Times were again hard, but this is what Mae had come to expect from life. Never one to be deterred, Mae began researching possible career paths. After a brief taste of entrepreneurship running both a baby clothing and a food preparation business out of Facebook pages, Mae came across the world of Eyelash Extensions.
After undertaking various courses (with lash educators of extremely varied skill levels), Mae made the leap into opening a home-based salon. Mae set-up shop in a cramped, poorly lit back room of her rental, completed all legal obligations, and began accepting clients. For the first couple of months, Mae was almost giving away her services. The time, cost of materials, and the minimal charge to the client was all part of the experience-building exercise that people of all aspects of professional careers must muddle through. The difference between the standard adversities faced by most during their development period is that most do not have twin babies to also juggle – during work – in the same room.
The twins, like most children, needed plenty of attention. The business (now ‘Whiplash’), in its adolescent state also needed attention. Mae had to combat both the demands and requirements of ensuring a tranquil beauty environment along with performing an intricate service – all the while ensuring her children were safe, fed, and physically and mentally stimulated. One would determine this an impossible feat and yes, for most this would simply not be possible. Mae managed to compile a strict and concise routine in which her, the twins, and her clients (albeit unknowingly on their part) would all need to adhere in order to make the operation feasible.
The twins would be prepared early in the morning – washed and fed. Play time would follow, right up until the time of the first client. It was at this time that the twins had already been awake for some hours and that, combined with the recent energy exertion, lead to a timely nap. It is during this period in which Mae would perform the treatment on her client.
Ninety minutes or so later, the twins would be awoken and brought for a walk and/or to run some errands. Once returned and again fed, the process repeated, and a second client serviced. The third client of the day was enabled by following a similar structure and timeframe. The above was made possible by not only a tremendous will to succeed, but with a strict work ethic and incredible organisational and multitasking skills. At that time, Mae could not physically afford to have disruptions and it would not only affect the business schedule, but the schedule for the twins in order to enable the business to operate in the first place.
You will see remnants of these aspects build into the Whiplash culture to this very day. There are policies and procedures such as ‘No Shows’, ‘Late Penalties’, ‘Cancellation Fees’ that have been in place since the beginning and where Mae differs from most is that these do no waiver. The Whiplash policies have been in place and enforced from the time a lash extension service cost a client $30 to now, where sets costs upwards of $200.
Whiplash needs the client to be responsible and on-time for appointments. Mae will not take longer to complete one client to sacrifice the quality or need to rush the following client. Mae and Whiplash have remained the same at the core. They always will.
Whiplash continued to grow as a home-based salon, with Mae gaining valuable notoriety in the industry. ‘Closing their book’ is a term in which depicts an artist’s need to cease taking bookings as the demand grows too high. Mae’s book has been closed on multiple occasions throughout the years due to appointments not being available and wait times surpassing four, five, even six weeks at certain periods. Coupled with this high demand and strong following, award after award were achieved by Whiplash and gradually consolidated Mae’s position amongst Perth’s elite. It was a gradual ascendance made possible by Mae’s will to succeed and passion for providing a precision-like service.
COVID times hit the world hard. All of us were affected in some way, shape or form and in a sense, our lives will never be the same. The beauty industry was one of the most highly affected sectors so Whiplash, like all other beauty salons, needed to cease trading. For most, this was not only a momentum-ceasing period, it also made many businesses re- consider if it was viable to re-open when the restrictions were indeed lifted. There was a lot of thought and consideration circling the industry during these dark and difficult times.
Amidst the commotion, one salon had other ideas. Rather than focusing on the negative, Mae thought long and hard about what she wished for Whiplash to be post-COVID and into the future. Having consolidated Whiplash as being considered one of the top home-based salons around and her name as one of the best lash artists in Western Australia, Mae and her team decided to make the brave leap to beginning a new venture off the back-side of COVID – opening a Whiplash storefront.
Whiplash, like many others in the general area, rely on the community supporting local businesses. Amidst the obvious pain and disruption that the global pandemic has caused, it is important to focus on what little positives can be derived as a result. Being able to spend these difficulty times with family, ensuring they were safe and secure throughout, along with the sheer will displayed by everyone to prevail in personal and professional environments – these aspects and feats should not be overlooked. Every member of the community, greeted Mae and the Whiplash team openly and with a willingness to ‘spread the word’ and the spirit of helping one and other thrive. The primarily dominant social media platform will likely reign supreme as the most powerful marketing tool for the foreseeable future but the more traditional, and often underestimated method of ‘word of mouth’ has often been Whiplash’s preference in recent times. The personal touch. Many of Whiplash's clients know each other and have been recommended by the local community. Other clients have been with Mae since the very beginning and have watched both Mae and Whiplash flourish into a master lash artist and thriving boutique lash studio respectively.
Mae has inspired and trained some of the most talented up and coming lash artists in Perth. She has changed many women’s lives for the better by bringing them into to the world of eyelash extensions and sharing her business acumen. Primarily servicing young women coming a variety of backgrounds, the training covers everything required to be successful in the industry. Whether it be Aboriginal development schemes or members of local Thai community, who, like Mae, moved to Perth, Australia with nothing and seeking a new life, Mae and Whiplash empower any and all women you wish to better themselves.
Other than tutelage on the technical application of lashes, Mae assists these artists with their finances, mannerism, grammar, policies etc. and continues to so for many months after the training as a continued gesture of friendship and well wishing. These women had previously been working multiple jobs for minimum wage until their paths crossed and were enabled in believing that their dreams and aspirations could become a reality. Whiplash is proud to state that these, now successful, young entrepreneurs are now their own bosses, earning staple livings, and are able to provide for their families in a manner they had never deemed possible in this country. Many of these women owe a great deal of this success to not only their talent and determination, but the guidance and tutelage of Mae. She does not see others as rivals, but friends who can prosper and live the life she herself always wanted and now happily lives.
There are many examples but one of these women was working four jobs (and as many as five) at the time she met Mae. It was at this time that Mae saw the struggle, how hard she was working to break even, and showed her the way – her way. After training and adhering to the advice provided, this woman was able to quit all of her jobs. After only four months, she had one job; a lash artist, who was able to support and provide for her young family. Mae saw the required determination, work etheric, personality and honed it. This has resulted in inspiring yet another award-winning and ever-growing boutique salon in Perth.
It is difficult to put into words hard Mae has had to persevere to be successful. Coming from third-world Thailand, escaping an abusive upbringing, to landing in a foreign country with nothing yet the sheer will to succeed exhibited has been simply unmatched. She is an inspiration to young women, migrants, aspiring entrepreneurs – anyone who wishes to make something of themselves. It is by being herself that Mae has made herself and her business successful. Mae and Whiplash have remained the same at the core. They always will.