Pivot With Purpose Season 6 Episode 20 Alexandra Goresh Full Transcript
Meghan Houle (00:02.496)
Alexandra, welcome to the Pivot With Purpose podcast. How are you today, my friend? Good, good, good. No complaints, beautiful weather, here with my business and fitness bestie with a beautiful evolution of friendship over many years. So thank you so much always for supporting me and all my various platforms. I'm just so proud of you and all.
Alexandra (00:07.229)
Hi, I'm so good. How are you?
Alexandra (00:15.565)
I know.
Yes.
Meghan Houle (00:31.374)
You've done truly, I feel like in the past, what like 18 months or so, just really, and even this past year, making a huge pivot with purpose, you know, from a place where it was very much a home and your expertise and you added so much value to then pivoting on your own and sort of creating your own business community, the heart of this podcast, right? So I'm just so proud of you and so, you know, grateful for.
Alexandra (00:33.117)
Yes.
Alexandra (00:55.993)
Yeah, absolutely.
Meghan Houle (00:59.758)
and honored to have you in my world and for all that you're doing. So tell us as we, yes, of course.
Alexandra (01:04.423)
Thank you. The feeling is mutual. I feel so grateful to have you in my orbit. And it's been, yeah, it's been an awesome journey and I'm excited to be here. So thanks for having me.
Meghan Houle (01:14.71)
I know, of course, no. And for the listeners to know, just as we jump in, I know I do a little intro with your bio, a formal bio, but I always like to have the guest sort of intro where we catch you in the here and now. Like tell us a little bit what you're up to today, what you're doing, know, sort of the Alexander elevator pitch, and then we'll go through all the juicy pivot questions.
Alexandra (01:38.269)
Yeah, absolutely. So I am Alexandra and I am a hairstylist and salon owner as of July 2023. And so I have a long career in the industry, which I can tell you all about. So I've been in the industry a very long time, but as Megan said, you know, a little over a year ago, I took the leap to go out on my own. And since then, it's been such a beautiful journey. I've been growing my team. I'm super, super proud of
Meghan Houle (01:49.515)
us.
Alexandra (02:06.247)
how I'm growing my team, who I'm growing it with, and I got a lot of stuff in the works for the future.
Meghan Houle (02:13.134)
That's so great. Well, always so curious for this question, which I know we've talked in a lot of different events and platforms, certainly know your story so well, but I can't wait to share it with the Pivot With Purpose listeners as I do feel like, and you tell me if I'm wrong, like what you're doing today is something that was pretty rooted in you early on as a passion of yours, where you kind of either got the bug and just like loved being in beauty and doing hair, but what did
how did you start off early on, like really capturing the essence of like wanting to be in the beauty industry and then like really picking it up as a skill because yeah, trust me, no one wants me touching their hair, no way. No, no, no, yeah.
Alexandra (02:53.693)
No, totally. So yeah, it's funny, like it was something that I always just gravitated to even when I was a kid. And you know, I could go down like a million paths. of like, when I was younger, you know, I have really curly hair and I hated it, which is like a whole nother journey of, you know, learning self acceptance and looking different and embracing that. But at the time, I really hated my curls. And I literally in fourth grade would lock myself in my room with some god awful con air blow dryer.
Meghan Houle (03:22.167)
god.
Alexandra (03:22.813)
and taught myself how to straighten my hair so much to the point that when I was 14 and I started working in a salon, I always would like follow my mom to, know, go with my mom to the salon. And I was just entranced by the industry. Like I thought the hairstyles were so cool. And I started asking, can I get a job at a salon? They're like, you're literally not legally allowed to work. And so, yeah. And so as soon as I was legally allowed to work when I was 14, I got a part -time job at a salon being an assistant.
Meghan Houle (03:43.02)
Like, that's okay. Yeah.
Alexandra (03:50.413)
And in Maryland, the laws are a little different. So I assisted, like in Massachusetts, you have to have your license to assist, but in Maryland, I was able to do it all through high school. And I just really fell in love with the industry, but at that point didn't really see it as a career. So I came to Boston for college. went to Northeastern and then again, got a job on Newbury street working as a receptionist. And I just was hooked. I loved the industry. I liked the lifestyle. I liked the opportunities it gave. And after college went to hair school and you know,
A couple years later, here I am. I say a couple in quotes, by the way.
Meghan Houle (04:19.48)
Yeah, here you are. Well, yeah, a couple, we're tenured, but we still got a lot of life left in us. That's what I always say, right, my girl? But I just love it. I mean, very much like you, I thrust in myself into the workforce very, very early on. I was like, ooh, you know, I just wanted to always be doing something. And especially too, where you came into an industry just very quickly where you're like, wow, this is so interesting. Where I think a lot of times people don't,
quickly find that path of like their passion and purpose. And it takes a lot longer. And I know your journey has definitely been that, but to lead you to the point where you are today where like I was saying, I'm just so proud that you really, you did it. You did that pivot with purpose and saw this space within your life and offering where you're like, it's time for me to do this for me. But tell us a little bit about that pivot point.
Alexandra (04:52.263)
Mm
Alexandra (05:03.709)
Thank you.
Alexandra (05:12.816)
Mm
Meghan Houle (05:16.182)
in your career that led you to making the decision in opening up your own salon? What did that journey look like for you? Because I know it's a big juicy one.
Alexandra (05:23.769)
Yeah, yeah, totally. And I think, you know, it's tough because looking back, there wasn't one defining moment. I think there was a lot of little moments. And, you know, I worked for a long time for someone else. And it started out as this, you know, beautiful journey where it was this team. And obviously, when you're early in the industry, you have a mentor and she was an amazing mentor to me.
but you grow and you change and you develop different goals. And I think for me, I kept finding myself wanting more, wanting more, wanting more. And for a while I felt, I had worked for this person for so long, they had mentored me and given me great opportunities, et cetera, et cetera. But there comes a point where you can't grow beyond your four walls. And
I like I said, I kept being hungry for more and I felt and I know that I couldn't achieve more without going out on my own. Does that make sense? Because, you know, I was like, I am looking to create more and I need my own brand. And, you know, thanks to social media, I had really kind of created my own brand in the process of working for someone else, which is really important. So
Meghan Houle (06:29.647)
yeah.
Meghan Houle (06:35.608)
Yep.
Alexandra (06:44.657)
by the time I was ready to go out on my own, I already had that brand established. And then it was just, again, pivoting and really branching out and creating a brick and mortar, which has its own challenges and learned lots of things along the way. I, during COVID, when the world shut down and everyone was going online and doing this and creating different courses,
Meghan Houle (06:49.922)
Mm -hmm.
Meghan Houle (06:56.65)
-huh.
Yeah.
Alexandra (07:12.259)
I actually created a course called It's Not About the Hair, which is an online platform teaching stylists everything they need to know about being a stylist that doesn't have to do with hair. And it has a lot to do with creating healthy boundaries, creating a work -life balance. There's a lot of pieces to it, but that's kind of the backbones of it. And I'll be honest, I felt like I couldn't teach it if I wasn't living it.
And I felt like I wasn't able to actually live it where I was previously working.
Meghan Houle (07:44.448)
Yeah. Well, are definitely none. I mean, I don't know if you agree. I feel like it's not necessarily misalignment. I guess misalignment in ways, but just like outgrowth, right? Growth of a space where you are so appreciative of all of the opportunities that were provided, the learnings, everything. And then we're trying to, which I see a lot of people do that I work with of like,
Alexandra (07:54.481)
Mm -hmm, yeah.
Meghan Houle (08:07.192)
Cool, I'm itching for more. I'm not sure if this big, big pivot is like where I wanna go. Let me try to create this. Let me try to do this. And then, you you find those channels, but then if you're still not showing up authentically or necessarily you haven't lived through it, sometimes it's like hard to teach on it, you know? So, yeah.
Alexandra (08:12.017)
Mm -hmm.
Alexandra (08:18.769)
Mm
Alexandra (08:22.301)
Yeah, yeah. Well, and I think, you know, for me too, you know, like I said, I've worked in salons since I was 14. So it's like, you know, I haven't worked for a stylist, I actually haven't worked in that many salons. But you know, I worked at one in high school, I worked at one when I was in Florida in hair school, you know, and then again, in Boston and
Meghan Houle (08:29.403)
-huh.
Meghan Houle (08:33.443)
Yeah.
Alexandra (08:40.957)
For a long time, I didn't think I wanted to own a salon. And the reason is because I saw other people doing it. And I was like, wow, that life is not for me. Like they're working 24 seven, know, people are always hounding them, bothering them. They're constantly getting pulled here, there and every which direction. And I finally had the epiphany like, wait, it doesn't have to be like that though. Like I can own a salon and I can create my own boundaries and I can do it different.
I can do it different. And that was a really big eye opening for me, like an epiphany that I had that was like, you can do this thing you want and you have the power to do it differently.
Meghan Houle (09:19.042)
Right. I love that so much because I feel like that's probably what holds a ton of people back. Or they're seeing somebody that's in a position that they want to be, but it's not a desirable lifestyle. And they're like, no, thank you. But yes, like you, yeah.
Alexandra (09:23.685)
Mmmhmm.
Alexandra (09:30.521)
Right, totally. Yeah. And you know, and that's, it's not to say it doesn't come with work. And it's not to say like, you know, I'm not constantly thinking about it. I'm not constantly, you know, on my days off in meetings, does that and the other thing, but I've created, you know, I've created a team and a place that I that is healthy. You know, and so the things it gives me space and freedom to create the things I want to create. And
Meghan Houle (09:50.914)
Yes, yeah.
Alexandra (10:00.335)
and do it in a way that fits my life in a healthy, productive way.
Meghan Houle (10:04.674)
Yep. mean, girl, we're always learning that. Like literally over the past couple of weeks, I've been dealing with so much craziness at work. you you again have these self -awareness moments where you, in each kind of phase and stage, you're like setting new boundaries consistently for yourself because you're like, well, that's not working anymore. And you know, I do feel like there's an expectation because you and I would love to work and we pour our heart and souls into everything that we are.
Alexandra (10:12.209)
Mm -hmm.
Alexandra (10:21.936)
Right?
Alexandra (10:31.115)
-huh.
Meghan Houle (10:33.56)
quote unquote, constantly on. And I think people see that. And then sometimes people just like start to realize like, well, that's a norm. You know, I can like email Megan at any time and she's always going to respond or she's always going to do this or she's just going to always be on. And it's like, no, you you have to take back that power too and say, unfortunately, I'm just not subscribing to that anymore. And I went on like a LinkedIn or Instagram rant about like not checking emails on the weekends. mean, if you listen, things come through, we're business owners. always are like.
Alexandra (10:42.531)
Right. Yeah.
Yeah. Yes.
Alexandra (10:57.573)
Yes.
Meghan Houle (11:01.4)
somewhat connected as you mentioned, but I do feel like you have to live life with joy. And I think that's what's been missing for me this past year of like saying like, Megan, like it can't just be about work, you know? So.
Alexandra (11:06.407)
Yeah.
Alexandra (11:12.477)
Right. No, it's so true. And especially where, you know, obviously, you know, being an entrepreneur, you have to be passionate about it because it is a lot. And so if you're not passionate about it, you're going to burn out so fast. But it's exactly what you're talking about. I remember a salon owner saying to me like complaining that this and that. And it's so crazy. My team member, you know, they'll text me at 1030 on a Saturday night. And I go, well, do you respond? She was like, well, yeah, because I'm pissed off. They're texting me.
Meghan Houle (11:21.345)
huh. huh.
Meghan Houle (11:34.434)
Yeah.
Right?
Alexandra (11:41.373)
And I was like, but that's the problem. You responded. Like, and now I have a team that's so respectful and my clients are so respectful. They, one, we have a platform for communication. If it's something that's not urgent, you know, we use Slack and if it's something not urgent, you put it in there and then, you know, people respond during business hours. And if it is something urgent, then yeah, text me if there's an emergency, absolutely text me at 10 30 at night, if there's an emergency happening, you know, but like the, you know, those are the boundaries. And especially now in this digital age,
Meghan Houle (11:49.772)
Yeah. Yes.
Meghan Houle (12:05.058)
Right? Yeah.
Alexandra (12:10.781)
Our client, you my clients have my phone number, they have my email, they have my DM. So I'm getting messages 24 seven, but I respond during business hours. Like that has to be understood. It has to be understood. And, and, and yeah, and I was going to say to the point that sometimes my clients will tell me something. I'm like, you know, they, you know, you can text me about that and be like, well, you know, I want to be respectful. Like they almost swing the pendulum too far the other way, you know, which I appreciate. I appreciate it.
Meghan Houle (12:20.856)
right?
Yeah. Yeah. No, I'm good for you. Yeah. Yeah.
Meghan Houle (12:40.595)
I know it's finding that balance. Yeah. Well, and I think like having a team too that wholeheartedly shows up and respects you and all that you've put in place is also the secret to success, which you know, we'll absolutely get into that. And I know you spent so much time creating the beautiful pillars and messaging and story behind Petaluta and all of it, but tell us about the process of like.
Alexandra (12:40.615)
but it's important to those expectations, yes.
Alexandra (13:01.179)
Hmm. Mm -hmm.
Meghan Houle (13:06.35)
putting the wheels in motion to be like, are doing this, we're getting our salon. What did that process look like for you? Kind of like start to finish Cliff Notes version, because I know it was like a year plus and years in the making, years in the making, but like, how did you just do it? Like, how did you just start? Because that's where everyone gets stuck, you know? Mm -hmm.
Alexandra (13:13.041)
Amen.
Alexandra (13:16.753)
Totally, yeah. yeah, yeah, yeah. Years in the making. Totally. Mm -hmm. Yeah. Yeah, and I've had, you I could go back to probably like hair school when you like, you know, there's an exercise where you draw a picture of your dream salon and you know, all this and that. I have notes spanning literal decades. But when I finally decided, you know, this is what I'm doing and I need to do it and I need to do it now.
I cannot express greatly enough the importance of coaches and support in your life. And I am very, very lucky. I have an incredibly supportive network of family, friends, and coaches that I have hired into my life. And I started working with a business coach, Dr. Gregory, who I cannot speak highly enough about. And he's also a clinical psychologist. And so the way that he works with you is really, really awesome. And so he's the one that said,
you know, you need to come up with your company's core values. And so when I started working with him, I had already decided I want to, I want my own salon. I already had the name Petaluta, which is Greek for butterfly. And I had already started looking for spaces and I was really feeling challenged because I couldn't find a space. And I was looking all over and you know, starting to feel defeated and all this and that. And he's like, okay, well let's back it up.
You know, and so he said, we need to come up with your company's core values. So that's when I created Petaluta's North Stars, which, you know, our beauty, compassion, leadership, self -respect, community. These are the core values of Petaluta. And I went and I wrote, wrote each one of them out and I printed out on a book and it sits on our coffee table now at the salon and every team member, when they get hired, get the copy of it, because that's where everything stems from, you know, and I want.
anyone who joins the team, they have to understand the core values and they have to want to embody them and they have to want to live them. And I truly believe that if all your actions are starting from that point of, you know, again, self -respect, community, leadership, know, inclusivity, if everything stems from that, then all your actions will be good. And the same thing for our clients. We want clients that buy into our
Alexandra (15:39.279)
our culture, because if not, we're not going to be aligned. You know, like you were saying about respect, you know, it's mutual. I respect my team members. They respect me back. We respect our clients. They respect us back. And so when you come from that place, everything is able to kind of flow with harmony. So anyways, I got off on a tangent, but so I started out with my company culture. And so, you know, Dr. Gregory, Gregory really worked with me on creating all the backbones of my business.
you know, obviously like I had already looked into the financials, but I had a really like rock solid, business plan. And so that way by the time I did find the space and I had, it was the third place I put an offer in. It was the third location I put an offer in. And I had got to tell you, it was definitely the right one. When everyone says, you know, every rejection is a redirection. I a thousand percent believe that because I look back at the other spaces I had offers and they were not the right space, but I was getting desperate.
Meghan Houle (16:21.55)
Yeah.
Meghan Houle (16:38.488)
Right.
Alexandra (16:39.023)
And so I found the right space. And by the time I was ready, you know, the landlord was unsure about renting to me because they didn't understand my business. And I said, get me a call with the landlord. And I got on a zoom and I was able to present him my business plan. was able to tell him all about my decades of experience in the business. And it was a done deal.
Meghan Houle (16:57.6)
Right. Yeah. I mean, and that's what you got to do. You're like, let me get on the phone and let me tell you my why and the passion for whatever you're doing, whether it's like signing a real estate agreement or pitching a company. mean, people buy into you, but you're also like, hi, there's like three hairs long down the street. So we're probably all, you know, we're doing some things, right? Like we're not reinventing the wheel, but I think to buy into you and trust that someone's going to come in and have a respectable business and, you know, really be able to align with what the
Alexandra (17:03.342)
Mm -hmm.
Alexandra (17:07.899)
Mm -hmm. Yeah. Right.
Right. Yeah.
Alexandra (17:23.901)
Mm
Meghan Houle (17:27.266)
you know, the landlord's needs are too is super important. And obviously you're such a beautiful, wonderful soul that I would have bumped in somehow and be like, how dare you? And now I'm just like, you need to give us a hug. But I'm so happy it worked out. like, know that there's, is there a story there of like how you knew it was the right space? Like, I feel like you and I are very much all about signs, which could be like another podcast in itself. So anyone who doesn't know, we are signs girls, yes.
Alexandra (17:36.957)
Yeah.
Alexandra (17:50.191)
Yes.
Girl, I'm telling you, we can either talk about this now or on the way back, but I was just driving home on my way for this recording and guess what I saw on the street? Dead bird.
Meghan Houle (17:59.715)
Yeah.
Did you see a bird? Yeah, I know. You guys, know what I feel like we need to dive into that. was there a bird? Was there a bird in front of Petaluta? I remind me of the story for the listeners. Okay. Yeah. Yeah.
Alexandra (18:09.245)
So there wasn't a dead bird at Petaluma, but like I said, it was the third space I walked in at the time. It had been a dry cleaners for 40 years. The landlord totally had gutted it. So when I went in, there was no electricity. mean, it was down to the studs. It was crazy, but there was these massive windows on the front and these huge skylights and it just, the light was pouring in and I just walked in and was like, yes, this
is it I could instantly visualize it. And then, you know, we're I'm working with anyone who's who has not ever done a commercial lease, like, just so you know, it's insane. It's an insane process. takes freaking forever. But we're going through the process. And I'm like, Okay, this is my neighborhood, you know, I got to get to know the neighborhood. So I go down the street to Cafe Feex, which is one of the coffee shops that everyone knows and loves that now comes to Petaluta.
And I ordered a coffee and then they had these little macaroons and I was like, let me get a macaroon. said, what are the flavors? And there was a yellow one and a purple one. And he's like, well, the lemon is, the yellow one is lemon and the purple one, he's like, it's purple. I was like, okay.
Meghan Houle (19:21.678)
You're like, that's my favorite flavor, purple. This is amazing. Yeah.
Alexandra (19:25.772)
And I'm thinking like, okay, it's probably great for something which I don't want. So I asked for the lemon, whatever I get my coffee, I go back to my car. And I opened the bag up and he'd given me the purple macaroon. And I was like, man, this is my mom. So for anybody who doesn't know, I lost my mom when I was 23, very suddenly, and her favorite color was purple. And so when I opened that up and saw the purple macaroon, I was like,
man, this is mom telling me like, this is the right spot. Like this is where you're meant to be. And the funniest thing is I'm like, all right, well, I'm gonna eat the purple macaroon, you know, and I eat it and guess what it tasted like? No, it tasted like purple. cannot describe it. Like it wasn't grape, it wasn't lavender. It literally just tasted like purple. And I was like, my God, I had such a laugh. I know.
Meghan Houle (20:06.946)
Was it lavender?
Meghan Houle (20:11.584)
I'm
Meghan Houle (20:16.822)
Amazing. Wait, now I need to go get one of those. I'm going to try it one next time. You're like, y 'all better have flapped a flavor on this purple. Please can we just throw some lavender in there? my God, I love that. And then that was it, right? And then in the process, my gosh then, of the creative pieces and putting it and branding together. I mean, you did a lot of the legwork.
Alexandra (20:25.77)
Ha
Yeah.
Alexandra (20:39.217)
Yeah.
Meghan Houle (20:41.358)
and front loaded that very early on, which I know you very much aligned with me are all about investing in others that can help you get to that next best level version of you, work out business plans. So coaches, when you have the right ones that are aligned, I think can feel really good. And listen, like sometimes we go through programs where people where it's great for the moment, but not that, but I know when you feel like you have that right.
Alexandra (20:43.324)
totally.
Alexandra (20:50.065)
Yes. Yes.
Alexandra (20:55.741)
Mm -hmm. Mm -hmm.
Meghan Houle (21:09.176)
person and this everything is like super energetic and then you just really feel like, okay, we're doing this and I'm very much in this right now with you and some creation moments I'm having as you know, on my side of things here. But what was that process like in signing the lease and then putting it all together? Like how long did that take from start to finish? Like construction, like getting it all set? Yeah.
Alexandra (21:11.475)
Mm -hmm.
Alexandra (21:17.117)
Mmm.
Alexandra (21:20.665)
yeah.
Alexandra (21:28.623)
Yeah. So, so it's interesting because exactly what you said where I was getting so frustrated finding a location took taking so long. The lease was taking so long, everything was taking so long. But in you know, looking back at it, I'm like, this all made sense, because it let me get everything else aligned. So once the lease was signed, we could really just hit the ground running, you know, and then so I found the place
I mean, probably like in the fall November ish. I didn't actually sign my lease until the end of February, which is crazy. So like November until the end of February, so however many months that is. But the good news is prior to that, I had found an architect, I'd found a contractor and I found a designer and they, I would love to shout them out. Callen Walker was my contractor. Everyone always complains about their contractor. cannot.
Meghan Houle (22:08.59)
Wow, yeah.
Alexandra (22:27.677)
speak highly enough about him. He was incredible to work with. I literally want to buy a house just to have him renovated. I truly and then T .R. of studio Borgia's, I'm probably saying that wrong, was the designer. She also amazing. So they had been working with me since the previous summer. They came with me. I brought them and also Tyler who did our HVAC work.
Meghan Houle (22:34.274)
Yeah.
Alexandra (22:53.455)
And they came with me to every location and I said, okay, you know, how much is this build out going to cost? You know, do I need a new HVAC system? Like they walked me through every single location before I put an offer in, which was hugely important because then by the time I signed my lease, we were ready to go and we started construction like within a week and they really got it done in like just over, I don't know, three months, which is unheard of.
Now then, the permitting and the inspections and everything took a little while. You know, but... Totally.
Meghan Houle (23:22.574)
That's amazing. That always takes a little bit longer. Those are the things you can affect. Well, one thing about you is like you are not going to sit around and like wait for things to happen. Like I feel like strategically setting yourself up for success and this process of creation that you did proactively is really has led you to where you are. It's like.
and I know we can talk about this for days too, but it's like the people that just like wait and wait and wait and wait for the birth space, wait for the birth this way. You're like, design it. It's like almost feel the dreams like build it and it will come. You know, so, but then, and then you could move quickly ish as you did once everything at locked. Yeah.
Alexandra (23:49.085)
Mm
Alexandra (23:54.071)
Totally. Yeah, it's, yeah, to your point, it's, like, you know, I'm a huge, as you are like a huge believer in manifestation, journaling, setting goals. But you have to simultaneously take action, you know, you just can't sit around and kumbaya, and stuff's just gonna fall in your lap. That's not the way the world works. You know, it's, you know,
answer. I think this is Ed Mylett that says this. It's one of my favorite quotes. Answers are a reward for doing shit. Like you got to do shit to figure out if it's going to work. And so that's what I look back. I'm like every location I was like, okay, this, I'm going to make it work. And it was like, no redirection. no redirection. And that's the only way you're going to find out if stuff works. And you know, I'm only a year in, I'm sure there's many more lessons I still have to learn on my entrepreneurial journey.
But you have to take action and simultaneously, in my opinion, be manifesting and dreaming and doing all that stuff in order to actually make it happen.
Meghan Houle (25:00.27)
Well, what do you, yeah, no, mean, amen to that. You know, I'm like right aligned with you there 100%. What do you feel like is one of the biggest surprises that you've learned about creating businesses from all that you've put together at Petaluta? Yeah.
Alexandra (25:06.683)
Mm -hmm.
Alexandra (25:15.357)
Yeah, so I, you know, to tie in like one other thing about when I knew it was time for me to go. So the way salons work, which I don't think this will be a surprise to anyone, but people who aren't in the business probably don't like consciously think about it. But the way salons thrive is a stylist gets busy, know, they get, they are either their prices go up and clients want to see someone else at a different price point.
or a client refers a friend, we don't have time to take them in our schedule, so we refer them to another stylist, right? And that's how a successful salon works, because there's always referrals coming in and maybe they don't go to you, they go to someone else. And I remember one day when I was working at my old salon, looking down the row and there was like five clients who were either previous to my client or referrals from my client. And I was like, wow, I'm really feeding this salon. And don't get me wrong, I've benefited from it too.
you know, and I always was overly gracious to my previous owner and other stylists that I worked with. I always thanked them for referrals. You know, I understand that's how a healthy salon thrives. But the thing that has been, so that was one of the turning moments when I was like, I know it's time because I can't take all the referral. Like I can't take all the clients. And so how can I benefit from
Meghan Houle (26:39.842)
Yeah, yeah.
Alexandra (26:40.655)
all of the amazing referrals from my incredible clients, right? And so the most surprising thing to me since opening Petaluta is how fulfilling it is for me to see other team members thrive.
Meghan Houle (26:57.624)
Yeah. Yeah.
Alexandra (27:00.635)
because sometimes it really is the right, like the perfect combination of, you know, the right skillset, the right motivation and the right environment for someone to truly thrive. And that to me has been the most rewarding and the most, knew I would enjoy it. I didn't have any idea, like I get a little choked up just thinking about it, like how fulfilling that would be for me.
Meghan Houle (27:26.904)
Yeah.
Alexandra (27:30.151)
to see.
Meghan Houle (27:31.08)
and they are thriving. And anyone after listening to this podcast with all the links we have in the show notes, please go and follow Alexandra and Petaluta. I mean, you will see from all the content, from what they post, from super entertaining content, to educational content. I mean, again, you and I are very energetically driven as well. And I've certainly been in many salons. And shout out, Alexander and I are both based in Boston, literally blocks away from each other.
Alexandra (27:44.878)
Yeah.
Alexandra (27:53.912)
Mm -hmm.
Meghan Houle (28:00.606)
As you guys know, I'm in Boston, if this doesn't come out clear, is Alexandra, her salon's in Brookline. But I've walked into salons, and you just feel everyone hates each other. And I'm like, are you okay? And it's uncomfortable for a client. I have so many stories, can't even go on. I feel like one of the stories was back in the day, do you remember when Tabatha, Tabatha takes over?
Alexandra (28:05.361)
Yeah.
Alexandra (28:12.761)
No.
Alexandra (28:18.585)
Mm -hmm.
Alexandra (28:26.001)
Yes. Yes!
Meghan Houle (28:26.89)
She, what did she read? She redid like a salon here in Boston. I totally forget what it is, but there were some Scraglers from that salon that were like still in a salon with a girl I was going to see there at the time and they were just still like not nice. And then shout out to my old workplace, Louis Vuitton. Like I remember one of them coming in and like screaming at me also about like a handbag issue. And I was like, no, I'm not.
Alexandra (28:30.447)
Yes, I don't remember which one, but I do remember that. Yeah.
huh.
Alexandra (28:43.248)
jeez.
Alexandra (28:50.316)
dear. dear. No. No.
Meghan Houle (28:53.126)
this. So you can so feel like if you are an intuitive people reader, you know, you just are like, okay, and like you're getting your hair done. It's such a beautiful fun experience where you walk in and maybe like, you know, I did a couple weeks ago, the roots, all the things got to be done, you're doing this transformation. And you want to be in an environment where people are like, my god, like, welcome, like you look beautiful, and you truly mean it, right? It's not like the Mean Girls where people are like, I love your hair and then they're like, ugh.
Alexandra (28:56.444)
Yeah.
Alexandra (29:01.884)
Yeah.
Alexandra (29:16.709)
Right.
No, totally.
Meghan Houle (29:20.558)
I can't believe she did that, you know? So I feel that wholeheartedly. So I hope everyone goes and follows you guys because you are putting out some amazing things and you can really feel that energy not even being in Brookline, but certainly being able to walk in, you feel it. And I know you guys do a really great job finding clients that also do appreciate environment like that as well, because I've seen the flip side of the clients too, where you get a very difficult client. And listen, it happens. It's a part of all of our worlds, all of our worlds.
Alexandra (29:46.491)
Mm
Meghan Houle (29:47.394)
But I just remember being in another salon and this girl was getting her hair blonde. And you know how tough blonde is. Blonde is tough. And if someone has a very specific blonde in mind, if you show up with a picture of Paris Hilton and you tell Alexander, I want to look like this, she's going to be like, god bless. That's going to take like five months. But I remember this person pulling up her roots and going line by line, Alexander. I don't know if I had told you the story of like, this color is not right and the shadow. And they're like, well, first of all, you're inside. It's dark.
Alexandra (29:52.497)
Mmm.
Alexandra (29:59.089)
Literally.
Alexandra (30:14.35)
my gosh. Yeah.
Meghan Houle (30:15.974)
You're under a light, that's not how it's gonna look like. And I'm like, my God, like that would stress me out so much being in a salon environment where people like don't trust you to do your hair. So you have created an amazing environment. You do, you have amazing clients. I feel like everyone's just so friendly and like I've met friends from some of your clients too. So thank you, know, yeah.
Alexandra (30:22.085)
Yeah. Yeah.
Alexandra (30:32.153)
Yes. Well, that's what I was going to say. Amazing. Thank you. mean, the amazing thing is not just team member to team member, but client to team member to, you know, and client to client. Like that's been one of the coolest things for me to see is the connections between our clients. And I think because of the environment that the entire Petal with a team creates, clients feel comfortable talking to each other. And there's been incredible connections that way. I mean, you know, whether it's
Meghan Houle (30:42.285)
Mm -hmm.
Alexandra (31:00.773)
like people talking about career stuff, about kid stuff, referring therapists, like literally, it, we've been able to cultivate those connections. And it just, feels so good to have clients walk in and really genuinely feel like they can be themselves. They feel comfortable, they feel supported. And of course, like you said, it's hair. Sometimes people aren't gonna like it, but speak to us with.
Meghan Houle (31:06.605)
Hmm?
Meghan Houle (31:18.69)
Yes.
Alexandra (31:28.377)
respect and we will speak back with respect and we'll figure it out. You know, but the baseline is that everyone is respected and understood and that that feels really good. So thank you for saying that because it's really, it's the biggest compliment to me when someone compliments the vibe and the energy in the space. I'm like, you know, mission successful.
Meghan Houle (31:32.472)
Mm -hmm, yeah, absolutely.
Meghan Houle (31:50.158)
Well, tell me, like, you know, what was the catalyst then for you to really, really focus on creating this welcoming and inclusive work environment? Like, what does that mean for you at Petaluta? And then what were the, what are the downsides of not having an environment where you've seen people just not being set up for success based on your experiences?
Alexandra (32:11.033)
Yeah, think it's, you know, there's nothing worse than feeling like you can't be yourself. Genuinely, you know, and I could go back to, you know, everyone has some kind of childhood trauma growing up, you know, and I one of my things I always say is like, we're all just kids in the cafeteria that want a table to at. And there's nothing worse than feeling like you need to
Meghan Houle (32:17.986)
Mm -hmm. Mm -hmm.
Alexandra (32:38.533)
or you have to like fit into this mold of what someone else wants you to look like, wants you to talk like, wants you to act like. And I think there's, there is a difference between being, you know, being like a robot and fitting into a certain mold, but being professional and authentic. Does that make sense? Like, I think that you can be professional and authentic.
Meghan Houle (33:02.904)
Yeah. Agree. Yes.
Alexandra (33:07.983)
and relatable to your clients without being a robot and like, you know, only talking a certain way or looking a certain way or whatever. And I think that when you're not empowered to be yourself, it stifles your creativity. And that's a problem when you're in a creative field. Yeah, that's a problem. And I think, you know, also,
Meghan Houle (33:25.656)
Yeah.
Meghan Houle (33:32.258)
Yeah. Yeah.
Alexandra (33:37.391)
again, talking about like healthy work -life boundaries. I think it's important that like, yes, there's always going to be seasons of hustle. I think it's really important. It's not that we don't work hard. We've worked really hard, but there's also the understanding and the expectation that you take time off when you need it. And, you know, coming from...
an environment and an industry where it was like, you know, client first, client first, client first, which again, it still is client first, but like to your own detriment. No, you know, no, like it's so important to have healthy boundaries about that and have clients who respect your boundaries.
Meghan Houle (34:12.706)
Right? No.
Meghan Houle (34:22.471)
yeah, because I'm sure when people get booked and busy they're like, but can't you just open your book? Like can't you just squeeze me in? You're like, no, I mean I've seen that your calendar is in like you're back to back to back to back back. You're like, so you want me to move someone else because you didn't make an appointment on time and I and you have to you know balance all that communication.
Alexandra (34:36.983)
Right, Yeah, yeah.
Meghan Houle (34:42.754)
But I think like proactively, like you know, I don't leave there. I'm like, Alexander, didn't book my flight. You you also said the routine of someone like knowing, okay, like these are the steps when I leave, like make sure I'm booking. And you know, sometimes I know you guys are so gracious and squeezing people in, but I mean, on the other side of it, as you respect each other's boundaries, like, and you just said, you get DM'd all the time. Like I can't imagine if you were just always trying to be so accommodating to everyone. Like that's not a business model accommodation, you know, so.
Alexandra (34:42.845)
Mm -hmm.
Alexandra (34:47.357)
Yeah.
Alexandra (34:55.047)
Yeah.
Alexandra (35:10.757)
Right? Yeah. it's like, learn from your mistakes, you know, and you, I used to do that. I used to always, you know, I was the first one in, I was the last one to leave. I was coming in early. I was coming in on my days off. You know, I'd go on vacation, but I'd work extra days beforehand and extra days after. And then it's like, excuse my language, that's not a fucking vacation because you burned out before you, I know, I know you burned out before you leave. So then you're just like,
Meghan Houle (35:12.726)
Yeah, yeah, totally.
Meghan Houle (35:21.848)
Yep.
Meghan Houle (35:30.658)
Girl, please. Yeah.
Alexandra (35:37.789)
trying to catch up on rest while you're away. And then you come back and you're burned out again. It's like, respectfully, that's not a vacation. And yeah, and now of course I just lost my train of thought, but it's that vicious cycle of like really being steadfast about that. And now let me try to get my train of thought back, because I feel like I had a really good thing to say about that.
Meghan Houle (35:41.976)
them.
vicious cycle.
Meghan Houle (35:56.515)
I know.
Meghan Houle (36:01.762)
Yeah, well, I feel like also thinking about your team. I mean, I think like what I love that you said was allowing your team to like show up authentically, like who they are to then like really be able to like take the net off of the butterfly, right? Petaluda butterfly and like let them fly and shine and like be their own personalities. And I've just seen so many people in such a short period of time.
Alexandra (36:10.843)
Mm -hmm.
Alexandra (36:17.722)
Mm -hmm.
Meghan Houle (36:25.474)
just stepping it up and doing amazing things and creating amazing opportunities for themselves because of that too. And I know you're so passionate about education and continuing education and aligning to products and companies too that really feed into your brand and business that you guys support as well. So yeah, I feel it. Well done, girl. Well done. Heck yeah. Well, when your train of thought comes back at any time, just interject. I know there's so much to talk about, but in thinking about
Alexandra (36:28.508)
Mm.
Alexandra (36:34.93)
Mm -hmm.
Alexandra (36:44.239)
Yeah, thank you. Thank you.
Alexandra (36:50.746)
Okay.
Meghan Houle (36:54.624)
So finalizing this, like the process of it, did you bootstrap the entire thing? Alexandra, I know like I'm going through it too of like maybe fundraising or financial support, which like every business needs something different, but I feel like I give you a ton of credit because I think that this is something like you completely busted your ass to get all the things you needed to like really make this happen and you just did it, right? Like, did you have any other support around it or did you just bootstrap and maybe what advice?
Alexandra (37:04.027)
Mm -hmm.
Alexandra (37:14.257)
Mm -hmm.
Alexandra (37:19.537)
Mm -hmm.
Meghan Houle (37:24.568)
Would you give someone that is maybe not in a financial situation, but like really curious about wondering where they could start? Yeah.
Alexandra (37:31.011)
Yeah. So my advice is, start saving yesterday. My advice is start saving yesterday because you know, I, the only experience I had personally renovating anything prior to this was my bathroom, in my condo. And that went a hundred percent over budget, which in a bathroom, you know, in a bathroom is it's not great.
Meghan Houle (37:35.618)
Yeah. No more Starbucks. Sorry, guys. No, I'm just kidding. Yeah. Yeah.
Alexandra (38:00.721)
but it's not like, you know, life ending, right? Because it's just a bathroom, it like a whole house, okay? So when I started this renovation, you know, obviously it's something I've been thinking about for a while. I had my own little, you know, what's it called? I was gonna say eggshell, what's it called? Nets egg, that I've been saving up, you know? And I remember talking to the contractor and the designer and I said, look, this was my experience.
Meghan Houle (38:04.696)
Mm -hmm.
Alexandra (38:24.829)
that I went 100 % over budget. And I said, look, I cannot afford to go 100 % over budget on this renovation. I cannot. And I almost did because, you know, once you get into it and that, you know, they did a really great job of helping me with Hilo, this and that. And I'll be honest, I actually had a lot of people, which is incredible. And I am so, so, so grateful. I actually had a lot of people offer to be investors.
Meghan Houle (38:52.212)
huh.
Alexandra (38:52.349)
Just on their own volition, I, you I wasn't going out looking for it, but they knew what I was up to and were like, hey, you know, if you need an investor, this and that. And for anyone who's not familiar with the salon business, I will tell you this, it is not an investable business. The profit margin is not high enough to have investors. It's just not. And if there's someone out there that's figured out how to make it that high, let me know. I think it's only those like massive chains, you know, and, and the way they're doing it is by not, is by, you know, not treating their employees well.
Meghan Houle (39:05.784)
Yeah.
Yeah.
Meghan Houle (39:14.211)
Hmm.
Alexandra (39:21.605)
if we're being honest. And so if you're running a business with integrity and you have employees, you offer health insurance and 401k and, you know, a good work life balance for your for your team members, it's not an investable business period end of story. So I did end up having to get a loan for the remainder that was beyond my measure. again, it's like
you know, making sure that you're in a position to be able to do those things. And I was very fortunate that I was able to, but again, I would rather owe myself the money because it's like, know, I know I'll get it back. then having an investor who number one, like I said, you know, it would, it would just be like a loan, not an investor. and I, you know, I didn't really want to answer to anyone else. If I'm being honest, I want to make my own.
Meghan Houle (40:08.044)
Right. Right.
Meghan Houle (40:12.256)
Amen.
Alexandra (40:14.107)
you know, strategic decisions. And I don't want someone telling me don't do this, don't do that, because I know the things that are going to drive the business, you know, whether it's the branding, marketing, everything like that. And I don't want someone telling me not to do what I want to do.
Meghan Houle (40:29.9)
Yep. No, amen. And then I like hate owing people money. I just feel like it's so for to have like something on the line that, you know, somebody from strategically maybe insider network, but like not a family member direct, you know, line or whatnot to then be like, you know, just checking in. How's my payment coming here on a schedule? you're like,
Alexandra (40:34.247)
Yeah.
Alexandra (40:47.504)
Right. Right?
Meghan Houle (40:49.804)
I'm gonna run you your money when I have it. No, just kidding. But like that's, you know, that's a stressful piece of it too. It's like owing because you're right. I, you know, agree and to have a business, this is gonna be your legacy, right? You're not looking at Petaluta maybe, I mean, who knows what the future holds? I know you've got all kinds of things you're up to, but like, it's not necessarily like a.
Alexandra (40:52.625)
Yeah.
Alexandra (41:04.861)
Mm.
Meghan Houle (41:11.183)
flippable business like I'm gonna create this and like sell it like this is your this your baby like who knows what the future is but I think a lot of investors are like yeah what's my return if I'm gonna get this and it's like nothing right now like I'm just living my life so god bless god bless but from that recommendation like what else would you not recommend someone do when starting their own business that you learned from
Alexandra (41:16.188)
Mm -hmm.
Alexandra (41:20.761)
Right. Yeah. Totally.
Alexandra (41:33.469)
the other thing I would recommend you not to do, which I will say I didn't do it, but don't burn bridges. Don't burn bridges because you know, you might not have to walk back over them one day. And I will say this, no matter how professionally you handle yourself, no matter how forthcoming with your dreams and your goals you are to the people around you.
Meghan Houle (41:46.495)
Mm, yeah.
Alexandra (42:04.577)
They either may not believe you, they may doubt you, they may think you're never going to do it, whatever it is. And in my opinion, it's none of your goddamn business what they think about your goals or whatever. So no matter how many times you may say something, people just don't want to hear it. So then when you take action, they might be surprised. But no matter where you're leaving, no matter how bad it is, no matter how anything, don't burn.
Now, they may light a match from their side. And that's fine. Let it be your light. Let it be your light to move forward. But from your side, -mm. Mm -mm.
Meghan Houle (42:35.223)
Mm -hmm. Mm -hmm.
Meghan Houle (42:50.53)
know, in the silence there's so much that is said, right? And I think, again, very inspired by a lot of events I went through over the past couple weeks, like there is going to be a time when, right, like you're gonna do something, you're gonna make someone mad, someone's gonna come for us, right? The devil shows up in so many forms. But I think it's about the learnings in that of how do I wanna show up?
Alexandra (43:08.487)
Mm -hmm.
Meghan Houle (43:15.304)
if there's a moment like this or if someone is going, the thing about where we live, like people can say anything about you at any time, true facts otherwise, right? So I do feel like standing in your voice and your power of taking a step back, whether someone's writing something crazy about that, saying something about you, like we can't stop that, you can't control it. But like you did and you're doing, know, what you can control is how you react, what you react to, what you don't, which I'm like really starting to adopt what.
Alexandra (43:21.457)
Mm -hmm.
Alexandra (43:34.546)
Mm -mm.
Meghan Houle (43:43.5)
I've just coined as like the pause principle and however you need to use it, but instead of like immediately responding, right? Like we all get those like rage texts or like you're seeing email come in and you want to rage. You're like, this isn't how it is. It's taking that step back and being like, okay, probably not best for me to respond to this ever or right now. And you you kind of have to like weigh it in and out depending on like what the business reaction needs to be. But I do feel like us taking a step back and just owning
Alexandra (43:50.907)
Hmm. Mm -hmm.
Mm -hmm.
Meghan Houle (44:11.906)
the messaging or not is our responsibility. And I think that's truly what makes us who we are is like how we control what we react to on what we can control. And at the end of the day, Alexander, it's all about just stating facts because people can say whatever, but you know your truth and that truth is like always in there and you just move on and you live your life as happy as the clam. Cause you're like, you know what? I'm sorry you feel that way, but like that's not the reality. It's my reality. Have a nice day. You know? Yeah.
Alexandra (44:14.257)
Yeah.
Alexandra (44:28.571)
Yes.
Alexandra (44:33.371)
Well, and yeah.
Well, and also learning from those moments. And I will tell you, even in those hard moments, that taught me about the kind of leader I want to be. And I, you know, I know we're probably coming up on time in a little bit. We got, can have a whole nother podcast about really, really, really fucking shitty moments I went through that guided me on, on how I want to be a leader. But specifically about this, you know, industry standard in salons for people who aren't familiar with it is if, if a stylist goes to the owner and says,
Meghan Houle (44:46.05)
Yes.
Alexandra (45:06.927)
I'm putting in my notice, I'm leaving the salon. Industry standard is they say pack your shit up today and get out. That's industry standard. And I'm on a mission to change our industry because that is just, it's so archaic. It's not fair. And who are you hurting? Who are you hurting? You know, like what is your goal with that? The only thing it does is it makes you look bad. You know, so I have those conversations with my team all the time.
I have check -ins with my team every week and I tell them like, will never stand in the way of you and your goals ever, but you just have to be honest with me. You know, and I, you know, I was, yeah. So, you know, like that to me is so important. And speaking of that reaction text, I have an example from a client. I had a client reach out to me a couple months ago.
Meghan Houle (45:47.5)
Yes. Yeah. Yeah.
Alexandra (46:05.213)
And she's a long time client. lives a couple hours outside of Boston. And she has been coming to me probably for close to 15 years, even during COVID. She was coming from out of state. She had to get a COVID test every time she came to get her hair done. Think about that commitment. Like that's unbelievable. I'm so, so grateful for that loyalty, you know? And she wrote me an email and was just like, you know, it's just this commute. It's getting too tough. Like I really need to find a place closer to home. And I was like,
Meghan Houle (46:17.774)
Yeah.
Alexandra (46:33.053)
And she's like, thank you for all the years. it was a really lovely email. And I wrote her back and I was like, my gosh. It's been such an incredible honor to do your hair. I'm so grateful for all of our time together. I wrote back an equally kind email and I said, I absolutely understand. I mean, that's heck of a long commute. And so I wrote out her formula and I told her, this is your formula. It'll make sense to another colorist, but if they have questions, here's my cell phone, have them call me. I'm happy to answer any questions.
you know, and probably, I don't know, three, four or five months go by and I see her name pop back up on my book. And she came in and she was like, I'm coming back with my tail between my legs. And I was like, no, you're not. It's not like that at all. You know, I totally understand. And she basically was like, you know, I couldn't find someone else that did it like you. I tried a couple of salons. It's just not the same. And
I even literally went back to my formula and was like, I have a typo in my formula. Like what, what's going on? And I didn't. And she's like, yeah, it's not the formula. It's you. But it goes back to the same thing, whether it's a client or a team member. If I had written a nasty email, like you can't have that. It's my intellectual property. Cause technically that is my intellectual property. Right? Like we invest a ton of time and money in our education. So technically.
Meghan Houle (47:33.922)
Yeah,
Meghan Houle (47:47.414)
Right. Yeah, totally. Yeah.
Alexandra (47:54.127)
It's our intellectual property. And now I'll be honest, if she was gonna tell me she was gonna go to a salon down the street, maybe I wouldn't have been so gracious. You know what I mean? But like, you know, like at the end of the day, like it's your hair, I'm not on a mission for you to have bad hair just because you don't wanna drive two hours. Like not at all, you know? And it's the same thing with team members. know, like I did have a team member recently tell me she wanted to move to another state.
Meghan Houle (48:01.58)
Right, yes, yes, yes.
Alexandra (48:23.847)
fully supported her, you know, and helped her with the transition and we were ready to go. And then guess what? Didn't work out. She came back. And it's like, imagine if I had handled those two situations differently. They wouldn't have felt like they could come back. And that's not the environment I want, you know, like
Meghan Houle (48:41.592)
Right. Yeah.
Yeah.
Alexandra (48:50.361)
And so anyways, you know, like I said, I could talk for hours about this, but if you're in a bad situation, you know, take those lessons and slip it into a positive, you know, if you're experiencing, you know, a boss that you don't like the way that they're managing, how is that going to teach you to either find someone who's more aligned with you or to be a better leader yourself?
Meghan Houle (49:12.238)
Yeah. Well, and I think it all stems from like, two, like truly not just who you are at Petaluta, but like, as we were talking early on, like you have your own personal brand in itself of like your loves and the things that you are involved in via community and otherwise that just like stand so true to you that make you this like wonderful human in general. So I also feel like having, you can be this and that, right? So I think a lot of our female founders and business owners, anyone, female, male, whomever, you know, like you,
Alexandra (49:33.821)
Hello.
Meghan Houle (49:41.472)
you get so enthralled in your business and you're like, this is me, this is my business. But I think you do a really good job separating like the real Alexandra and like what you love and like how we show up and we're like obsessed with the Kardashians. But then like Petaluta, but it all like beautifully ties in. How do you do that seamlessly? Because I feel like you do and maybe you don't feel like it. But like, what would you say to somebody because I've had this conversation a few times of like balancing like how you show up in your work and how you show up in your business and like trying it.
Alexandra (49:50.769)
Yeah.
Alexandra (49:55.075)
Yeah.
Meghan Houle (50:10.264)
to not let it bleed so into it where there's no definition. So I think that's where a lot of people get lost too, is they're just known for that. But I'm like, you are that also in this. I don't know. What are your thoughts on your own personal brand? Yeah.
Alexandra (50:20.285)
Hmm.
Wow. Well, first of all, thank you because that's a huge compliment. So thank you. And I think it comes down to doing a lot of work on yourself. Like girl, I've been in therapy for a long time. And not getting stuck in the therapy loop though, because I do think there's also this crutch of always like analyzing yourself too much. But
you know, using those experiences, learning and growing and really just being authentically who you are and being comfortable and confident to show up like that. And something else that I talk about all the time, and you know, I hope if there's any young listeners out there, you can take this to heart. But when I was younger, I never felt like I fit in anywhere. I always struggled with that. And as I got older, it led to like some really bad behavior, like not
stuff moments I'm not, you know, like drinking too much and getting drunk to feel like like social anxiety, trying to fit in this way or that way and moments I'm not super proud of. But feeling like I didn't fit in when I was younger and now coming out the other side where I've been on a spiritual journey, you know, I'm on a journey where I don't drink alcohol anymore, you know, because it doesn't it doesn't serve me. and doing all that stuff has allowed me to kind of
peel back the onion to who I've always been and be comfortable and confident in standing in my authenticity. So it's almost like going through all those hard times where I didn't feel like I fit in, gave me the confidence to stand out now and to be authentic and also to be that person. think this is so huge. Someone said this to me the other day, which again was like the hugest compliment. They're like, you're the, you're
Alexandra (52:15.867)
you're the person that people feel comfortable going up to, or like you're the person that always makes the first hello. And I'm glad because I've been in rooms before where I was the last person picked, or I was the last person that someone said hello to, and it fucking sucks, it sucks. It is not a good feeling. So I'm always gonna be the first one to smile or to reach out my hand or slap you high five at the workout class because it feels good and it's like everyone's.
Meghan Houle (52:20.654)
True. Yeah.
Alexandra (52:43.311)
intimidated or uncomfortable or you know, they don't know. And it's like, if you're the first person to do that, you just create this inclusive like bubble and you just drop down that barrier. It's like, it's okay, you know, like we're all a little quirky, we're all a little whatever. But when you're authentic, then then you can stand comfortably and confident in yourself. And so it's interesting, like I said, it's interesting that you said that because it's not something that I've put
like strategic thought into. But I think it's just happened because I feel comfortable sharing myself, I guess.
Meghan Houle (53:23.734)
No, and it's great, but it takes time, like you said. And I feel like for anyone listening, that's like in their business. Again, I feel so many people like, I'm Alexander from Petaluta. It's like, okay, great, but you're also Alexandra on your own, right? So like, what is Alexandra like outside? And I just feel like it takes a second because people get so nervous of letting out that authenticity for fear of like,
Alexandra (53:26.449)
Yeah.
Alexandra (53:38.073)
Right, right. Yeah, right.
Meghan Houle (53:47.308)
losing followers or clients or blah. And it's like, okay, bye bye, say bye to them on Instagram, whatever. like your moral values, whatever you're excited about doesn't align, like we're not for everybody. Like that's the beauty of the world, right? Like there's someone for everyone. And I also feel like your salons just in general are so intimidating. So to have a place where you can come in and
Alexandra (53:49.499)
Yeah.
Alexandra (53:58.811)
Right. Someone,
Alexandra (54:08.102)
Yeah.
Meghan Houle (54:11.486)
meet see all these like beautiful girls and you're like, my god, you're already like judging yourself. But then knowing like they're like, they're actually like really nice, but like actually really nice. You know, it's it's just such a special formula. So I love I love all that you're doing in all that you're building and you're gonna change the game. I think there's a lot in all of both of our industries that are just so archaic and archaic ways of thinking in these like
Alexandra (54:13.713)
Yeah
Alexandra (54:20.103)
Yeah.
Yeah.
Meghan Houle (54:38.518)
old school ways of thinking. So I'm very excited for the future. I know you have a lot up your sleeve that we can't talk about yet, like, are what? Stay in town. But what are some of your goals, you know, looking into next year? Like, what are you really excited about? Talk to us a little bit about just maybe some short term future exciting plans.
Alexandra (54:58.555)
Yeah, yeah, totally. So definitely continuing to grow Petaluta. We're getting to the point where there's honestly not much more space with our team in the salon. We're kind of just about at capacity with number of stylists. But I do think there's opportunities. This is probably like a long -term plan, but there's opportunities for stylists to be connected with Petaluta without having to work at the salon. And that's something that I'm working on. So stay tuned for that.
In the near future though, I mentioned earlier my education brand, It's Not About the Hair, and that's something that I am working on a lot right now to bring it to other people. And so really it's going to be a combination of kind of an online platform where you can learn everything that has to do with not technical sides about how to create a life that you want to live and you enjoy going to work.
And then it's also gonna be coupled with some technical training in -person classes. And I'm really excited about that because I love teaching. I love meeting other people in the industry. And there's stuff that I think, you know, I think I would love to share, you know, whether it's different techniques of how I actually do color, but also, you know, how I have created this brand. yeah, and like I said, I would love to share it. I would love more people to adopt this way of,
being in the industry. I'm excited about that. And then something stay tuned, there's gonna be a product drop.
Meghan Houle (56:28.716)
Yes, that. And I feel like we need to continue to curate some really cool events here to continue to give, not just in Boston, but you know how passionate I am about events, giving stages and platforms to people to teach and to share their voice and to be in real life as we are definitely all back and out there. I think there's so much magic in like.
Alexandra (56:36.207)
Mm -hmm.
Meghan Houle (56:53.23)
putting people together into rooms and the synergy throughout all of that and giving visibility to amazing individuals that are just like have these businesses, they're working hard, they're putting their heads down. I mean, you're very strategic too of your alignment, but some people are like, I don't know where to go. Everyone in Boston is mean. I'm like, no. There's definitely groups.
Alexandra (56:54.674)
Mmm.
Alexandra (57:04.881)
Mm.
Alexandra (57:11.865)
Yeah.
Meghan Houle (57:14.336)
that I think are just really great in our city. But I do feel like there's more opportunity for collaboration, continuing to raise your voice. I love that you're like revisiting this online platform and community because I think it's so powerful there for people to be able to work with you in different ways, like outside of the salon. So, yeah, maybe some product things coming. So lot to look forward to. So always like cheering and clapping for you here. But I guess what advice before I put you through a little fire.
Alexandra (57:19.57)
Mmm.
Alexandra (57:32.955)
Yes, Yes, yes.
Alexandra (57:38.991)
Thank you.
Meghan Houle (57:41.742)
questions and I'll let you go. Fire it around. But like what advice would you give somebody looking for their own pivot with purpose right now? Maybe sitting in just like a really bad environment or had just a really bad day or their boss, you know, just gave them another worthless chat. You know, they're doing all the things but not doing anything. One of those chats, I love it. But like what advice would you give someone? Because I know you made a very big pivot feeling a similar way. Yeah.
Alexandra (57:42.717)
jeez.
Alexandra (57:56.859)
Yeah.
Alexandra (58:05.947)
Yeah, I think instead of getting stuck on a negative cycle, look for your solutions and your problem. You know, so like, what's your problem? You know, truly, truly, what's the problem? What's the root cause of it? And then what's the direct line to a solution? And I think it's really it's important I had one of my therapists used to be like, it's so important to complain, call your friends.
put on a timer and say, I'm gonna complain to you for five minutes and then you get five minutes to complain to me and then you're done. And that's it, cause you gotta unload, we're human, right? But I think a lot of people get stuck in this negative cycle of like, I hate it here. it sucks here. this, this, but okay, well, what's your escape plan? You know, like you can sit around all day and complain about it, but what are you gonna do about it? And I think...
Meghan Houle (58:40.526)
Right.
Meghan Houle (58:54.146)
Right. What are you going do about it?
Alexandra (59:01.167)
Yeah, so I think really like sitting with yourself and being honest with yourself about, know, can you make it better where you are or do you need to, you know, make a hard pivot? And then it's like, you know, jump in. We ride at midnight. I got my, I got my eyes down so he can hear it.
Meghan Houle (59:16.024)
I love that. Yes, we ride. Let's start a revolution. Well, now that's so great. Yes, I know I can. Well, that's a fire round of questions I'm gonna send you, but what are you gonna do about it? So a little voice on your shoulder now is Alexandra, and I hope you guys all find her and engage with her. But yeah, in a bad situation, what are you gonna do about it? So thank you for sharing all this wisdom. So a couple of like fun personal questions. So one, what is like a non -negotiable in your routine on the daily?
Alexandra (59:35.313)
Mm
Alexandra (59:44.697)
gosh. Okay, there's a few but snuggle time with Henry, my dog. my god, he's right here. Yes, he says hi. So snuggle time with Henry. I always have an emotional support iced coffee with me throughout the day. My workouts and my skincare routine. Non negotiables. and water, water. Yeah, non negotiable.
Meghan Houle (59:49.848)
Who's the cutest? Well, we'll show pictures.
Meghan Houle (01:00:05.216)
non -negotiable. good. Yes, you do drink water. That's nice. Well, and I love you, Alexandra, y 'all, for some other little like behind the curtain scenes. It's like you travel with an espresso machine. Like that is like, you're like no joke with your coffee. You're like, bitch, this is going to my carry on this espresso. Mm -hmm.
Alexandra (01:00:16.911)
That is the truth.
It literally, yeah, if I do an espresso, me. I literally bought a little mini Nespresso machine. Because if I'm ever going anywhere for more than a couple of days, and it's not like a hotel with an espresso, like if I'm staying at an Airbnb or something, I got to have that Nespresso when I first wake up. And yeah, it's like two shots, black espresso straight to the head. Otherwise, trust me, like, I mean, I'm fun, but I'm not that fun without my caffeine. No way. Yeah.
Meghan Houle (01:00:37.518)
Can I have your coffee? Yes.
Meghan Houle (01:00:47.956)
No, me too. I'm like never giving up coffee. Just like take it to my room. No way. What's some out of all your fun beauty things, like what, beauty treatment do you just love the most? Yeah. I know that's another podcast. We have like eight podcast extensions from this podcast.
Alexandra (01:00:58.674)
my god, I there's not enough time to listen. I literally everything and anything at the lip body beauty. just came from there today. And I gave this little tidbit on my Instagram earlier, but I was laughing. I was saying that I think when you get Botox or Daxify or just border whatever, like, you know, neurotoxin relaxer, when you relax your egg, this is my theory, every scientist do not disprove me, I just want to believe it. My theory is that when you relax your angry muscles,
you're actually making yourself calmer. So yeah, so we'll go with that. That's my favorite.
Meghan Houle (01:01:34.072)
All right. Well, one last, if you're in a self -care -soothing moment, do you have a favorite ritual or nightly routine or wind down or something you go to or music or I don't know? What's that happy place? Besides Lip Bunny, because we love him. Hi Lip Bunny, shout out to Marie.
Alexandra (01:01:48.141)
Yeah. I had, so, yeah, so two things. Hi. So two things, one, which again, whole another podcast on this, but I work with this amazing person, Ashley Perkins, who makes me custom subliminal tracts and custom hypnosis. And I actually just got a whole new batch of them. And I'm telling you, it works. It works. It works. It works. I cannot speak highly enough about it.
And then something else, which is along the same line, but you know, listeners will be able to tap into it immediately. If you go to Pandora, Spotify, any music service and type in dog music. So I started doing this for Henry when he was a puppy at night. And then when we would leave him alone, which honestly like, it's not that often because we have attachment issues. but we would put on dog music for Henry and it has just, it would just play on Pandora and it has these really relaxing. Some of them are natures. Some of them are.
you know, these kind of vibrational frequency music. I got to tell you, it is so relaxing. When I'm feeling anxious, I actually put on dog music for myself. Literally. It's so soothing. It's so soothing. Yeah. Yeah.
Meghan Houle (01:02:52.332)
That's amazing. Because you're like one with Henry. So that makes total sense. Okay, now I need to go find that. We got to put that. I need to find some cat music for our cats. If they ain't getting fed, they ain't living. like that's really truly my cats are like, don't give me the music lady. Just give me the treats. But my gosh, I love that so much. Well, you my friend have a big wide world to continue to take over. So I cannot wait to see what is next. If you guys are in.
Alexandra (01:03:15.782)
Mwah.
Meghan Houle (01:03:20.642)
Boston and you need a refresh, please go and check out Petaluta. It's in Brookline. It's super easy to get to. Parking, it's one of the most beautiful salons and Alexander's Team is amazing. Shout out to all the Petaluta girls.
Alexandra (01:03:22.352)
See you.
Meghan Houle (01:03:34.112)
If you're in Boston and you want to ride with us, we go to SoulCycle, Wednesdays, don't take the front rows because that's for us. geez, no, I'm just kidding. Don't take up all of our front spots. But we ride with Madison, Chikoni, who is amazing. There's so many ways to find Alexandra all over the city and her Instagram is so fun and so entertaining. And thank you for bringing me into your world. All those.
Alexandra (01:03:40.829)
Yes, 7th win!
Meghan Houle (01:03:56.79)
years ago and also accepting all my weird things and the dead birds you guys means a sign of rebirth. So after this podcast and we'll post about this when the podcast comes out, if you see dead birds, it's not scary, but don't like text us pictures of them. Just be like, I see a dead bird. We do not want to see the dead bird pics. But know that it's a sign of rebirth. And I just have like a crazy story through the pandemic. And then I know you and I connected on it. So look for signs, make that pivot with purpose, bootstrap it.
Alexandra (01:04:00.7)
Yes.
Alexandra (01:04:09.979)
Yeah, don't touch this picture and don't touch it. Don't touch it. Don't pick it up. Yeah.
Alexandra (01:04:19.558)
Mm.
Meghan Houle (01:04:24.183)
put actions into place before the time is even ready and you can do whatever you want. So thank you so much for sharing everything. I am so grateful and let's ride girl, let's do it. All right.
Alexandra (01:04:34.129)
Yes, thank you so much. was just an honor to chat with you. I love watching you thrive and go on your journey as well. It's been awesome to be alongside you and watch you continue to take over the world also. So yeah, let's ride. Thank you so much.
Meghan Houle (01:04:46.904)
That's right, can't do it without you. Yay. Thank you.