We had the good fortune of connecting with Sofia Santoro and we’ve shared our conversation below.

Hi Sofia, do you have some perspective or insight you can share with us on the question of when someone should give up versus when they should keep going?
I have always been a believer of having two choices. When it comes to anything in life, but especially business, there’s the decision to keep going or the decision to give up. Being a first-time business owner, with no degree or background in business, there are a lot of things that I ended up learning (and still do) the hard way, and sometimes, the expensive way. However, these are the lessons that have helped and continue helping me mold into the person I am meant to become. I won’t lie, I do get those thoughts where I think to myself, “it would be easier if I could just clock in/out of somewhere and not have to think about work” or “I would love to watch tv instead of posting ads, placing supply orders, etc.” What really helps push me forward and keep going is staying focused on the bigger picture. I became a business owner because I want to leave a legacy behind, to one day experience true financial freedom, to build generational wealth, to be an inspiration to others that if I can do it, then so can they, and the list goes on. This is what fires me up and keeps me going. How do you know whether to keep going or give up? Focus on your WHY. If you have a strong enough why, nothing or no one will stop you.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
What sets Santoro Beauty apart from other beauty-related businesses is how clients feel once they leave the studio after being serviced. Clients report back on how great their experience was while getting serviced, as well as how their needs were being met. As the owner of Santoro Beauty, nothing makes me happier and prouder than hearing great feedback from clients. I have been in business for about a year and a half now. I’ve learned plenty of lessons such as placing important boundaries in place, both professionally and personally. With placing boundaries comes certain challenges, such as people not respecting policies set in place. There have been times where profits were lost due to lack of boundaries or enforcing certain policies. However, and as the saying goes, if you do not stand for something, you will fall for anything. I overcome these challenges by standing firm in who I am and what my business stands for. All in all, I would not change a single thing about my journey thus far. These are the lessons that help me become a stronger and wiser business owner.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Living in LA, there are so many cool places to visit! If a bestie of mine were to be visiting town, I would take them to The Americana at Brand in Glendale so we can walk around, grab some lunch at Le Pain Quotidien or get a frozen treat at Salt & Straw, and shop at Anthropologie. I would also take them to Melrose to do some thrift shopping or visit Generation 8 Tattoo for something more spontaneous. Of course, we would have to visit Santa Monica and walk around the pier, or go next door to Venice and check out the small businesses on Abbot Kinney. What’s a trip to LA without visiting Disneyland, Knott’s Berry Farm or Universal studios?! Or for some sight-seeing, we can always visit the LA Zoo or go to an art museum such as The Broad. With LA being such a big city, the possibilities are endless!

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
There are so many people that I can shout out! I would be here all day mentioning them. I truly am blessed with the best support system. I want to especially shout out my family and friends. Since day one, they have been extremely supportive of not only my business, but my dreams! They have helped me emotionally, mentally, and sometimes even financially. I would be nowhere or nothing without them. A big shout out to my best friend, Amy. She has supported me from the beginning of time, when I had no clients, no business, nothing; just skill and passion. She has been and continues to be one of my biggest cheer leaders yet. Of course, a big shout out to my boyfriend, Artie. I am grateful to have his support and love through out this journey. Lastly, the biggest and probably most important shout out goes to my clients! Without my clients, there is no Santoro Beauty. All is possible when I have their support and loyalty.

Website: santorobeauty.glossgenius.com

Instagram: @santorobeauty

Image Credits
Myself and Cody Jay Creative photography.

Nominate Someone: ShoutoutLA is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.