Meet Trainer Shani Amiel

Born in Israel, Shani became an esthetician in 1999 and began doing facials. It wasn’t long before she started her own business. Shani was the first person in the San Fernando Valley to become a Certified Lavish Lashes® Specialist. She has been with Lavish Lashes® for eight years and has been a trainer since August 2012.

Q: Why did you choose Lavish Lashes® to get your training?

A: Back when lashes first came out, I was certified with another company, but I was not happy with their adhesive. So, I researched on the Web and found Lavish. Leave a

Q: Why did you become a Trainer and how did it come about?

A: Mary Jane Dana, co-founder of Lavish Lashes®, contacted me and said she was interested in me becoming a trainer and would like to see samples of my work. I had never given any thought to being an educator, but when Mary Jane approached me, I said, “yes.” I traveled to San Diego and was a trainer for the class and, at the same time, a student in the class. After the class, Mary Jane took me out to dinner, toasted me, and said, “Congratulations, you’re a part of our team.”

Q: In the eight years you’ve been doing lashes, what changes have you seen in the industry?

A: It’s grown a lot. When I first started it was busy, then it slowed down a lot given the economy and everything, and then it picked up again. Now, I’m probably the busiest I’ve ever been doing lashes, full sets, removals, and fills.

Q: Have you done anything to promote yourself and get new customers?

A: Never. I’ve never promoted myself; it’s all word of mouth. I’m on Citysearch and Yelp where my clients can write reviews about my work. Also, Lavish sends me referrals off of their website. I do use Facebook and Instagram, but I’ve never paid to promote myself.

Q: I’m told you have some celebrity clients. Who have you applied lashes to that are famous?

A: Anna Nicole Smith was my first celebrity client and I’ve worked with Julie Bowen, from Modern Family, for a while now. I’ve also done lashes for Jessica Canseco, (Jose Canseco’s ex-wife), Prince’s ex-wife, and Little John’s wife.

Q: What’s it like to have celebrity clients?

A: It’s fun and it is cool to say I’ve worked on various celebrities.

Q: What is the most important thing you can teach your students?

A: I teach them what I have learned from my experience. I have been doing lashes for so long, I have a lot to share based on things I’ve done, or seen, or been around. By sharing what I have learned with my students, they don’t have to deal with the same issues in the future. It’s important to learn from mistakes.

Q: What should every customer know when they go to choose lashes?

A: That cheaper isn’t better. I had a celebrity client who left me and went somewhere less expensive. She came back to me when she was upset with her lashes. To me, if it’s cheaper, then the product is cheaper, and the person doing it isn’t putting as much time into it.

Q: As a Trainer, do you find that most people take both the basic and advanced training class, or just the basic?

A: I’d say maybe sixty percent take both the basic and the advanced class.

Q: Do you feel it’s important for students to take the two-day course?

A: Yes. I tell them how much help and hands-on they will get in the advanced class. Sometimes after the first day, students will tell me that they wish they could stay for day two, but just can’t afford it. I tell students that once you become advanced, and you’re better and faster, you can make your money back with three customers. To me, if you want to be well educated and do the job right, you are definitely better off doing the two-day class.

Q: What kind of feedback do you get from people that take the second class?

A: They are always glad they took the advanced class. I stay in touch with them on Facebook and Instagram and even after a few months they’ll still be texting or calling me with questions, or they want me to show them something. They can call me anytime, as long as it’s at a reasonable hour. But they’re always glad they took the second class; they send me pictures on Instagram of their work.

Q: Have you had to fail anyone?

A: Yes. If I see that someone is not able to do the lashes, I move away from them and give them space and tell them I’ll be back in about thirty minutes. I feel that when I’m standing over them it stresses them out. If they still don’t get it, then I won’t certify them. I tell them if they want to practice at home, they can take the class over and won’t be charged for it. I can’t have anyone walking around with a Lavish Lashes® certificate doing terrible lashes.

Q: What’s the best thing about being a Lavish Lashes® Trainer?

A: I love working with the company. When I call to place an order they send it to me right away, sometimes overnight. I love how they’re always trying to expand the business and make it better. When I first started training for them, Mary Jane gave me a suitcase with everything I needed; she was ready for me to go to work. Also, since I’m an Orthodox Jew, they work around my religious schedule. All my clients love the fact that I’m a trainer. That distinction has helped me a lot.

Q: What’s the largest class you’ve taught?

A: It was eight students. It was my first male student and I had seven girls.

Q: Did you like teaching a larger class?

A: I thought it was going to be scary having an eight-person class, but it was actually really cool. The students are always so excited to be there and are ready to learn. They appreciate and respect you, which makes it easier in a larger class.

Q: Overall, what is it that makes Lavish Lashes® so great?

A: For one, the lashes are amazing. People can’t even tell that they have lashes on, they can’t feel them, they don’t itch, and the glue doesn’t bother them. The glue is amazing. I have clients that come for a fill after five weeks and all the lashes are still on.

Q: How would you sum up how you feel about Lavish Lashes®?

A: I’m very thankful for everything they give me. They are all amazing and fun to work with and they have a great brand. If it weren’t for their brand, I wouldn’t be where I am right now. It’s been great.