July 2010 010

NOVALASH

Letter from Sophy Hello Beauties! I hope every-one is having a lovely summer. Over at NovaLash we have been remodeling the office space to make more room for new NovaLash girls. We are very pleased to have Susan Richie and Blanca Morales join our lash-lovin’ family.

Susan is our new in-house accountant. She is a native Houstonian, has a BBA in accounting from Texas A&M University, and is soon to be wearing her first ever No-vaLash extensions! She will be fluttering her lashes after work to her husband of over 20 years and her 3 kids.

Blanca will be working with our shipping department and also another Houston bord and raised girl. She has ex-perience in shipping and receiving and is currently study-ing to be an ultrasound tech. But her most important job right now is taking care of her 20 month old son, Carlos! Too cute!

As I’m sure many of you have heard already-- we an-nounced our partnership with southern pop singer, Jes-sie James, as our first ever celebrity spokesmodel. She came down to Houston for a visit at the end of June and we just adored her! Just want to thank everyone who helped bring that all together: Benji Homesy & Jay Lewis from Hotel ZaZa, Payman Khania from Freebirds, John Tran with Karma, Debbie Porter Photography, The Per-fect Hair by Donna, The Lash Co., Michael Chabala, Jenna Moon and Rachele Fialco. Couldn’t have done if without all of your support!

This month’s special is promoting our 8mm lash exten-sions to encourage all of our lash artists to start using them on all of their clients. 8’s are so important to use because they support the longer extensions, elimate gaps and give the lash line a thick, lush, glamorous look. Start loving your 8’s and your clients will love you even more!

I wish all of you the best this month and look forward to seeing many of you in Vegas in August for our training workshops! Best Lashes,

Sophy Merszei President of NovaLash, Inc.

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July Special

Special! Special! Special! Buy 2 or more Pots of Lashes

Receive 1 Free Pot of 8’s*Offer only good with phone orders to NovaLash, Inc.

713-520-5848

Lash Artist of the MonthAshley Cornett Lagniappe SalonVidor, TXAshley is a true Nova-Lash success story! She took her NovaLash basic training in March 2008 and is now known in her town as the “Lash Queen” and deservedly so! She definitely intro-duced lash extensions to

her small town (population less than 12,000!) and they are loving her for that!

“I had heard of a few places doing them before, but apparently they used poor product or had bad training and the results were nothing compared to what my clients got with NovaLash, I instantly won over all of the non-believers and those willing to give it another try,” says Ashley

She averages 6 clients a day allowing exactly 60 min-utes for each appointment, but on a busy day she will have 10+ clients lining up to get the lashes they “have to have”!

She calls these busy days “all-dayers” and to keep up with her influx of clients she has to put in a full day at least twice a week now. She even has a client who travels 2 hours to get her lashes done by the “queen” -- “now that’s dedication to beauty as I call it,” says Ashley.

How is she so busy in such a small town? When asked to do advertising Ashley’s response was: “I honestly don’t know how many more clients I can accept and be able to breathe!” Almost all of her clients come from word of mouth and referrals. She started out charging $20 (that’s not a typo!) when she was trying to build her business. She has since upped her price, but says she would rather charge less and be abundant with happy clients than steer anyone off due to high pricing. “Two years ago sitting in Valerie’s class, I never would have imagined this would take over all of my services and be my main focus. It has truly been a blessing,” Ashley said.

NovaLash Loves You Ashley!

Meet Jessie JamesOfficial Celebrity Spokesmodel for NovaLash Eyelash Extensions

Click above to view video!

(Left to Right): Karla Joffroy, Carolina Torres, Ali Moon, Sophia Navarro, Jessie James, Sophy Merszei, Heather Hughes, Sophia Hak

What do a southern pop star like Jessie James and Nova-Lash have in common? Her megawatt beauty is further enhanced with none other than NovaLash Lash Extensions. Since the lush, naturally abundant beauty of long, dark lashes has swept red carpets and runways like no one’s business, celebrities and stylists everywhere are lauding the virtues of these eye-enhancing, semi permanent adornments.

NovaLash is there to ensure her lashes are always glamor-ous and camera-ready anytime, anywhere. With the con-stant attention, and let’s face it, scrutiny of photographers, studio klieg lights and even the determined paparazzi, tradi-tional mascara just isn’t making the cut these days.

Just like 50’s era Hollywood starlets like Marilyn Monroe and Sophia Loren made the look of lavish lashes a personal beauty statement, Jessie James puts lashes in the beauty spotlight. Jessie goes for the cat-eyed, uber-glamorous look-- and clearly it’s working for her!

“When I found out Jessie James was wearing our lashes, I immediately knew she would be the perfect starlet to represent our line. We love Jessie’s look and attitude—she embodies everything that NovaLash represents: beauty, empowerment and self-fulfillment,” says Ali Moon, market-ing/public relations representative for NovaLash.

“Jessie makes the look of luscious, fluttery lashes a person-al beauty statement and we are thrilled to put her in the lash extension spotlight,” adds Sophy Merszei, chief execu-tive officer of NovaLash.

“There a lot of other companies that do this but this one I feel is the safest and the most com-fortable using because it doesn’t ruin your lashes, and they look beautiful.” -- Jessie James

“This is perfect. I’m obsessed with lashes and beauty and making sure you look nice. You just wake up in the morning and you don’t have to do anything to yourself because your lashes just take care of your face.” -- Jessie James

A larger-than-life talent in a petite package, the “little-bit-of Greek, and predominantly Italian” James has been ready for her close-up since she was two, when the well-traveled military brat, born a fiery Aries in a military field hospital in Italy, began singing into a toy microphone and tape recorder, a gift from her mom. By the time she was nine, she was composing her own songs on a plastic guitar, performing at the opening of Sea World and the Republican Convention, before auditioning, and getting turned down, for every country record label in Nashville, despite winning a yodeling contest at the age of 9.

Described as “southern pop,” Jessie’s music is a candid celebration of her pop and country influences. “I’ve wanted to do country music my whole life,” she says. “But I’m really inspired by the pop world as well. I love both Christina Aguilera and Shania Twain, and I don’t think there’s anything wrong with that.” Working with the likes of Katy Perry, Kara DioGuardi, Mitch Allan and Jamey Johnson, her debut album pro-duced the Top 25 pop and Top 20 dance hit, “Wanted,” a song she co-wrote with DioGuardi, Allan and David Hodges. The swaggering, hip-hop-influenced “Blue Jeans” was featured on the soundtrack of the hit Touchstone film version of the best-selling novel, Confessions of a Shopaholic, while Perez Hilton previewed the twangy “My Cowboy” on his influential website.

Maxim magazine named her one of the 100 hottest women in the world, and she went to the Middle East with Kid Rock and Carlos Mencia to perform for the U.S. troops stationed overseas. The daughter of an Air Force officer, Jessie says, “I felt right at home. Many of the people I saw over there were friends of my dad.” Produced by John Fields [Switchfoot, Jonas Brothers, Miley Cyrus, Jimmy Eat World], James returns with a new album which marks her maturation into a performer who easily straddles the worlds of pop, dance, rock and country. “Boys in the Summer” is already making headway at both pop and country radio, with the video premiering in full rotation at CMT. “My debut album was sort of like a trial period, at least for me,” she says. “It gave me a chance to discover who I was musically. Now I feel I know where I’m at.”

More than just a pretty face...

Left: Sophy Merszei, Jessie James & Sophia Navarro at The Lash Co.

Below: Sophia applying a full-set of NL extensions on Jessie

Above & Right: Jessie during the NovaLash photoshoot

Above: Ali Moon, Jessie James, John Tran- photographer, and Jessie’s assistant Rachele Fialco at the NovaLash office.

Right: Jessie’s last day in Houston-- Ciao bella!

Always use at least 3 lengths of extensions on every cli-ent, regardless of the look we’re going for or the length of her natural lashes.

3 is the magic number of lengths because we have to extend the lashes in accor-dance with the 3 phases of the growth cycle.

Small, growing lashes get 8s, medium resting lashes get 10s or 12s and long, shedding lashes get 12s or 14s.

Selecting the correct length of extension for each lash hair increases the wear time of the lashes and prevents twisting, flipping, tangling, lifting, and keeps the client happy because her extensions look better and wear better over time.

Lashin’ Tips & Tricks Everyone needs to wear 8s, especially if they like a really long, thick, glamor-ous look, because 8s support and provide structure for the long extensions.

The more short extensions you use, the longer the lashes will last; short ones grow out better without lift-ing or flipping upside down.

The more short extensions you use, the thicker the lashes will look, because short extensions fill in the gaps between long ones.