Deka Lash’s studios not only help accentuate the beauty of their clients but are a testament to female entrepreneurs in the beauty industry. With locations across the country, it is easy to find quality eyelash care and brow services, each Deka Lash location creating a unique beauty experience for their customers. Natasha Ali, the co-owner of the Upper Saddle River location, is one of the many dedicated people who make that experience possible.
For May’s “Women’s” issue of Pascack Valley City Lifestyle, we asked Natasha to discuss her story and Deka Lash's services.
How did you get the idea to start Deka Lash?
Starting a business was certainly not on my vision board. I spent 20 years as a TV news producer. My husband, Asgar, who still works in finance, comes from a family of entrepreneurs. While working in corporate America, we have suffered stress related to losing our jobs. We never wanted to be in that position again, so Asgar created our "never again" plan around 2019. We sought to take control of our future instead of leaving it up to the unpredictability of corporate America. Although we have invested well in real estate and other entities, Asgar thought a business would be a good addition to our portfolio. Asgar began exploring the idea of starting a business with a franchise broker. We settled on Deka Lash because we believed in the mission of empowerment for and by women. It also became a great exit ramp for me out of my career in TV news.
What are some of the services you provide?
We provide a range of customizable eyelash extension services. For example, our TrueXpress service. It's a perfect introduction to eyelash extensions. The service is fast, one hour, and the look is full but very natural. We call it the gateway to eyelash extensions. We also offer a full range of lash looks, from our Classic set, which offers a natural look, to our dramatic MegaVolume set.
We are a membership-based studio. That means for a flat fee, you can get a full set of lashes or 2 refills each month with no additional money out of pocket. You can make an appointment, come in for your lashes, and head out the door. No upcharges or additional fees.
We also offer lash lifts for those blessed with long, healthy lashes. This service is usually less than an hour, and it's like a curly perm for your lashes. It lasts up to 6 weeks, and it's growing in popularity. Brow lamination is a similar service that helps shape eyebrows. The brows are slicked into place with a special serum, and they stay perfectly laid for up to 6 weeks. You can add brow lamination to eyelash extensions or lash lift services. Be sure to check out our special pricing when combining services. Every new client leaves with a goodie bag with tips on aftercare and a special gift to remember your first service!
What do you think makes Deka Lash unique to other beauty businesses?
Our highly skilled and well-trained lash artists begin each appointment with a consultation. They ask questions about a client's lifestyle, beauty habits, analyze the client's eye shape, and inspect the health of the natural lashes. All of these steps go into creating the best look to accentuate the client's natural sparkle.
Once a client settles on a style, they relax with a cozy blanket on our ergonomic beds and let our experts get to work! Our lash artists also keep our clients informed throughout the process to calm any fears about the service. We understand that it can be nerve-wracking to have your eyes closed for 2 hours and not have any control over what is going on. There are also clients who enjoy the serenity of 2 hours of peace – and our lash artists can provide the service without chatting. Our talented lash artists even know when a client may need to take a break if the client is getting anxious. All of these personalized touches, plus the clean, spa-like atmosphere, are the main reasons why our clients come back week after week.
That's why Deka Lash has been named #1 for lashes and brows by Entrepreneur magazine for the past 3 years in a row!
What were some of the most valuable lessons you have learned running a women-owned beauty business?
I've learned that I'm tougher than I thought I was. During the construction of the studio, I was onsite daily, working with men who sometimes questioned my authority. I had to stand up for myself and my business decisions. I have also learned that if I make a bad decision, I must own up to it, and if I make a good decision, I own that too, and I refuse to have anyone else take credit for it, which often happens to women in business.
What advice do you have for other female entrepreneurs looking to start their own business?
I would tell other women entrepreneurs to investigate franchises. There are so many ways to spread your wings and follow your passion without building something entirely from the ground up. That said, I do have the utmost respect for women who have done it all on their own. To start with an idea and then build it out down to the last doorknob, is a beautiful thing!
To learn more about Deka Lash and their services or to book your next appointment, you can call (551) 284-3181 or book online at dekalash.com/find-a-studio/new-jersey/upper-saddle-river/
That's why Deka Lash has been named #1 for lashes and brows by Entrepreneur magazine for the past 3 years in a row! - Natasha Ali
That said, I do have the utmost respect for women who have done it all on their own. To start with an idea and then build it out down to the last doorknob, is a beautiful thing! - Natasha Ali