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Community Highlights: Meet Genice Gonzales of Amora J Studios

Hi Genice, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I’ve had a passion for my own skin since I was young because of the painful breakouts I had in my nose area. In high school theater really spiked my passion for makeup. After high school, my parents wanted me to go to college so I studied chemistry at Rio Hondo then tried the medical field as a nurse. I eventually came back to beauty after my first daughter was born. I wanted a job I was happy with because I felt if I had to be away from her, I should be happy being at work.

The administration sold me on crossover so I did Esthetician not knowing what it was and fell in love with the industry. After my second daughter, I worked in the industry and learned a lot and eventually decided to go on my own. I felt there was a place for luxury beauty in my hometown and wanted to bring it to my neighborhood. I started in a room at my mom’s house, then a room in a salon, then a phenix suite and now my own storefront. It took about eight months of hard work, but my vision and growth kept showing me that my vision works! I also had a lot of help with my family in regards to my child care that made it easier, and I am so thankful for that.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
The short answer is no. Although my business model grew fast, it was not easy. I also did it without loans and at one point had to have clients come before the sun went down since I didn’t have good lighting! Personally, I had a lot of obstacles and growth as a professional to overcome, including still learning the fine details of skincare, chemicals, ingredients, etc. Also, I worked A LOT. I was taking clients seven days a week at any time I could get them. I traveled, which was physically hard and exhausting. My bed, supplies and light were crammed in the back of my little car as a drove to Downtown, El Monte, etc., to get clients. I sacrificed a lot of time with my kids as my business grew, not to mention that eight months after my grand opening quarantine hit and I was shut down for seven months! But I am forever thankful for my support system and my clients. My business survived and is thriving now. The time I put into my shop and learning to balance being a mom of 2, businesswoman, having a household and balancing in family is still something I work on, but I wouldn’t have it any other way. I’ve come to a point where my hours are more normal and I have more time away from the shop to enjoy my kids. I love being a mom and owning a business.

Appreciate you sharing that. What should we know about Amora J Studios?
My business provides an experience. Although clients come for services and great results, I have taken the time to make sure my clients feel welcomed and accepted. I pride myself on promoting body inclusiveness. I specialize in acne, pigmentation, lashes and speed waxing. What I feel also sets me apart is the bodywork I provide like booty facials, vajacials, etc. What I am most proud of is the results I have had with my clients. I have cried with clients when they come to me with their concerns and celebrate when they tell me they finally can go to the store with no makeup on! My brand is for everyone and every body type, gender, etc. I want people to know that the studio is our judgment-free zone. It is where we go to make ourselves feel better about the beauty that’s already inside us. I also have amazing memberships that make it affordable and easy to manage into your schedule!

We’d love to hear about how you think about risk taking?
I feel like risks can be a beautiful thing if you are honest with yourself and listen to your intuition. I have learned to not be comfortable and instantly question where can I improve, where can we go from here, and am I honestly at the position where I can safely go to the next level. I have always had a fear of failing, but I think fearing failure keeps the fire in me to fight harder for my success. I took a giant leap of faith going into business without any guidance. To me, I feel like if you cannot stop dreaming about it, do it. Living in a “what if” mindset doesn’t sit well for me.


  • Facial membership $49
  • Facial membership $49
  • Lash memberships $50

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