Michelle Royston, Founder Of WAXIT Reflects On Her 7 Year Journey That Has Seen 11 Stores Launched In SA

We sat down with Michelle Royston, Founder Of WAXIT to hear more about her 7 year journey after opening her first waxing store in Lonehill in July 2015!

2022 marked an incredibly special year for the brand with multiple new stores opening, tallying their store count to a whopping 11 stores, in Gauteng, Kwa-Zulu Natal and Cape Town. WAXIT, known as a popular wax bar defined as “a refuge of removal, a haven of hairlessness, a sanctuary of smooth”. They’re dedicated solely to smooth skin. A place where men and women alike can go to wax it expertly and discreetly, free from the intrusions that come with visiting full service salons.

At WAXIT, they make sure that before and after your wax, your skin is cleansed, waxed, nourished and soothed. Their WAXITologists® are always available, professional and discreet. Plus, WAXIT offers additional treatments that aren’t available at “multi-functional” salons.

7 Years… What an achievement! Looking back, what has been one of the greatest highlights to date?

MR: Franchising was definitely a turning point in the business, although at times very challenging, it has made the journey so exciting. Having like-minded female entrepreneurs investing in the Brand and guiding them through their start up journeys has been truly rewarding and an absolute highlight.

As a brand that started out from a personal need, what does it mean to you as a businesswoman to have reached and helped so many individuals over the years?

MR: It’s what drives me, WAXIT has changed people’s lives by giving them the ability to not have to plan their waxes days in advance. We have so much to plan in life, waxing should not be one of them. You can walk in anytime into a welcoming, warm, stylish environment and have a quick affordable wax at your convenience – that in my opinion is life changing.

11 successfully launched stores, in Gauteng, Kwa-Zulu Natal and Cape Town! What an achievement! What do you lend your success to?

MR: Always pushing the boundaries, innovating, making mistakes but always taking accountability for them.  Trying, testing and failing are all part of this success story but the joy and elation comes when you get it right! I also live by one rule, “”if you can’t change the people…change the people””. It’s all about people and relationships. The right people will connect with you, engage in your passion and be driven by the Brand values. Never let negative people dull your passion or wear you down – change them or let them move on. I am drawn to people who are exciting, enthusiastic, passionate and driven and take accountability and ownership and that’s why the WAXIT brand is so successful – I am surrounded by so many incredible people.

How do you effortlessly find the perfect combination of high-quality products, quick service, good prices and easy bookings?

MR: Effortless – I wish, but thanks for saying that!  I always do something I am not quite ready to do, that’s how you grow and learn. It’s in the moments of making mistakes and taking feedback that you really come up with the best solutions. If you always remember what need you have as an individual, you will solve many problems.

No success story happens overnight. What has been the hardest challenge over the last 7 years?

MR: You will laugh when I say Franchising – as this also my greatest highlight! It’s been a character building exercise – very rewarding but very challenging. You need to understand your role as a Franchisor. A business owner is focused on the performance of the business, staffing, and expense control. The franchisor is focused on adding, training, and supporting franchisees. Making the shift from business owner to franchisor has been my greatest challenge and continues to test my boundaries. It all comes down to relationships and back to my saying – “If you can’t change the people, change the people””  

You’ve taken the brand to new heights with the development of your own local wax and wax products – was this something you initially envisaged?

MR: Absolutely yes – from day one this was the goal and it will continue to evolve over the next few years, watch this space.

How does one celebrate 7 years in the waxing industry?

MR: Pierre Jourdan Tranquille and a beach holiday!

Where to from here, what can we expect for the next 7 years to come?

MR: More stores nationwide, we want everyone to have access to a WAXIT in their neighbourhood so that they can too enjoy the convenience factor. International stores will launch. Lots of new exciting retail products and a very exciting top secret new service offering. Watch this space!

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