a letter from our founder.
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Hello,
Allow me to reintroduce myself. I am Leila, the founder of ERVA. Over the past five years, ERVA has become more than I ever imagined, and it is time to share the inspiring story of our journey.
When I first opened the doors of this business, I had no idea what was in store for me. While I had studied and researched my idea extensively, there are certain things that can only be learned through experience. As a creative at heart, business was never my expertise. I am also a designer, hair stylist, and entrepreneur, constantly pushing the boundaries of my skills. However, I believe that my true expertise is still waiting to be discovered.
Despite facing adversity during the pandemic and the current economic downturn, I have managed to hold onto the belief in my idea. ERVA has become an essential part of people's lives, providing a sanctuary for both customers and team members.
Fifteen years ago, I immigrated to Australia and found solace in the beautiful land of the Original people. However, my journey was not always easy. I worked as a cleaner, waiter, and took on any job that was available to immigrants like me. It was during this time that I had the opportunity to showcase my talents by cutting the hair and giving a manicure to the English school director. This opened doors for me and led to a position working with a famous designer in Brisbane, which greatly influenced my career and life in a new culture.
While studying hairdressing and building a clientele in beauty, I also pursued my passion for designing clothing lines. Through these real-life lessons, I gained valuable insight into the idea that had accompanied me from Brazil. From the very beginning, I envisioned ERVA as a place where people could feel safe, a sanctuary for their self-care. My creativity, attention to detail, and desire to promote healing allowed me to envision a different kind of nail salon—one that would revolutionise the industry and prioritise the health of nails.
However, this idea had to wait. Life had a way of intervening, and my original concept evolved during my pregnancy. The birth of my child made me more aware of the impact of my choices on both myself and my baby. Self-care became a necessity, and getting my nails done became a priority.
During this time, a young girl named Caroline came to my house to provide manicure and pedicure treatments. Her delicate touch and hard work reminded me of myself in my early years in Australia. Caroline eventually became ERVA's first employee and played a crucial role in piecing together my business puzzle.
As a new mother with Type 1 Diabetes and a mental health condition, I had to be more mindful of my choices. I wanted to create a safe space for both my child and myself, eliminating the risk of infection. One day, while getting a pedicure at a mall salon, I realised what was missing from the experience—a true sense of TLC, self-care, and escape.
Years later, I stumbled upon a hidden gem in Burleigh that would become the home of ERVA. With the support of my husband, the talented architect, and the branding team, we transformed the space into a haven. Carol, my first team member, gracefully assisted me over the years, along with a dedicated staff and loyal customers who embraced our vision of wellness and nail care.
Now, five years later, I am proud to say that ERVA has employed over 30 people, even during the pandemic and current financial crises. We have established a culture and become pioneers in clean beauty within the nail industry in Australia. With an impressive clientele retention rate and a growing waitlist, it is clear that our commitment to wellness has resonated with our customers.
Throughout this journey, I have learned the importance of empathy and caring for both the business and the individuals involved. Kindness and attention to detail can truly impact someone's day. Opening the doors of ERVA every day has been a labor of love, and I have had the privilege of meeting incredible people along the way. While I may not have always known what I was doing, I embraced the opportunity to learn and grow.
When someone tells me how much they love ERVA and how it has become their safe space for self-care, I am filled with gratitude. ERVA is more than just a nail salon—it is a place of healing and rejuvenation, where people can take time for themselves through their nails. This journey has been intense, but it has been worth every obstacle and challenge. Thank you, ERVA, for allowing me to embark on this inspiring and human-centered adventure.
With Gratitude.