Daily Inspiration: Meet Susana “La Susie” Cordova

Today we’d like to introduce you to Susana Cordova.

Hi Susana , so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
My goodness, where to start!

In a nutshell, after a divorce in 2008 I found myself jobless and a momma of 6 year old boy that needed his momma to quickly get it together because life wasn’t going to stop for either of us to lick our wounds. That is when my journey as a hairdresser began. That is when LaSusie was born.

Prior to that my focus was being a mom and wife which meant my world and my circle was pretty small as well as the opportunities around me. Nonetheless, I dove in head first into rebuilding our life. While working full time as an office manager for a commercial cleaning company, I also enrolled into cosmetology school as a part time student attending from 5pm-10pm Tuesday- Friday for 16 months. Now while that may sound easy enough I was balancing this new schedule while still being a present, hands on mom to an active little boy who had a full schedule of his own. You see there’s this thing about motherhood that guilts the hell out of you when you attempt to correct course. You feel stupid. You feel irresponsible. You feel like you squandered your “turn” and that your full focus should be them and only them (your children). So going to school to establish a new career path as a mom who is single, is a mental and emotional challenge as well as a time management one. BUT we did it! And I say we because I wasn’t on this road alone. I had two little feet that followed me every step of the way.

In 2010 I licensed as a cosmetologist and I was determined to be epic! To make a name for myself in an over saturated market. I was fearful and full of doubt because at this point I was 33 years old. This is a space I should have dominated in my 20’s not my 30’s was what my inner self talk sounded like. But I powered through the negative, self doubting thoughts and set out to build a clientele and a business that could sustain not only our life but also our lifestyle. I decided that I needed to work for myself because being able to manage my time as well as optimize my earning potential was my top priority. Being a hands on mom has always been top of mind for me (not entrepreneurship believe it or not!), but I was also aware that a healthy income was necessary to provide for us the comfortability that I sought. So I set out with zero clientele and a $1700 gift from my mom and step dad to establish my business.

I never pursued salon ownership in my journey of becoming a business owner because I was not interested in the business of managing people, I wanted to create beautiful hair behind the chair, build community, foster relationships and be a full time momma to my son and lucky for me I quickly learned that this career allowed for me to have the best of both worlds. I was able to build my business and my brand while not skipping a beat with my boy. It was challenging at times but not impossible. I worked my tail off! Long, long days at the salon (12-14 hrs most of the time) split up between school drop offs and pickups, football practice, parent volunteer, field trips and somewhere, somehow a social life. Whew!

For 10 years I hustled behind the chair, building a clientele from scratch, establishing my brand “Hair by LaSusie” and building community to support the challenges that came with my full plate. Business was great! Business was booming! I was coasting. Then enter 2020… the world shut down and the beauty industry came to a halt. The way I saw it was I had 2 choices: to crumble and fall to the wayside or to get creative and innovative and redirect. That year my second business was born – Straight Up Sisters Network LLC. And when tell you… WOW!

Straight Up Sisters Network LLC is an entity that was birthed along side two business partners, one of them being my little sister RaqC. From that space we birthed our first podcast – Straight Up Sisters The Podcast. I walked into this project green as cucumber! Public speaking was not my forte. I do great one on one, but a put a mic in front of me? That is a whole different beast! And not just the work itself, but the business model. Now I had business partners and employees and a team.

What I’ve learned is that entrepreneurship isn’t liner nor is it one dimensional. I started on this journey in 2010 as a hairdresser running a micro business to now a three times business owner running two additional businesses simultaneously. I’m an artist behind the chair, I am a podcast host, I am a public speaker, I am a mentor, I am a boss (like literally). All because I’ve believed in myself and I’ve trusted every turn that this journey has taken. I don’t doubt by ability. I’ve learned. to study my strengths and use them to catapult me to what’s next. I haven’t been afraid to take a chance and invest in me. The world is ever changing and as an entrepreneur this can be scary, so you have to be able to adapt. I truly believe that as long as your true essence lives at the center of your business(es), your business will grow and thrive, because you can’t fake authenticity babe! You may be asking yourself well how does that make sense if you started as a hairdresser and now you’re a podcast host? What do those two things have in common. I’ll tell you… both spaces allow me to help people look and feel like a million bucks! Because that’s who I am. That’s what I do. I build people up. When all is said and done THAT is my brand.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
At the beginning of my hair dressing career I had a few hurdles to contend with. To begin with, I literally used every cent I had, which was actually gifted to me by my mom and stepdad, to start my business. I bought my inventory, I paid for my business license and a bit of marketing and prayed that God was going to multiply it so that I would be able to provide for my son and I. Only thing was, I didn’t have a single client Not ONE! And as a booth renter that space in the salon is ran as a micro business which means there is rent due weekly or monthly depending on the structure set up by the salon owner. So in a nutshell, you have overhead. You pay to work. I never considered working as an hourly or commissioned stylist however, because I was not willing to compromise the freedom to mange my on time. Was it scary at times, yes. Did the math not math at times, HECK YES. But I was determined to make this work. I’d fallen down many times before and every time I got up, dusted myself off and tried again. This wasn’t going to be any different.

I had to learn HOW to run a business. How to budget for expenses, taxes, insurances, marketing, retirement, etc, as well as managing my time and setting business boundaries with clients. It was a lot and quite the learning curb! No one teaches you these things. I’ve literally learned as I’ve grown.

Then enter the production company. That was a whole different beast! So at 44 years old I found myself learning a completely different field. A completely different set of rules, researching the ins and outs of production and the team that it requires to make it happen. All of the licenses, permits and insurances that go along with this type of business. Hiring a financial team to keep things in order on the back end. I mean coming from running a micro business, this felt like a lot. But a lot doesn’t equal impossible. It just means you buckle down and figure it out, and we did. I’m 15 years into my hair dressing career and 5 years into my production company and I’m happy to say both are thriving. Look at God!

Alright, so let’s switch gears a bit and talk business. What should we know about your work?
My work is two fold, yet both careers fit into the creative space. I am a hairdresser by trade – Hair by LaSusie – and I am also the Co-CEO of a production company – Straight Up Sisters Network.

Early in my hairdressing career I quickly became known for my color correcting skills. The massive makeovers were my claim to fame! I enjoyed the challenge and the degree of complexity each case brought. I crafted an amazing colorist in me. I also became known for my no nonsense talk behind the chair. Because I genuinely care about people, my chair became a safe space for my clients. I essentially became a hairapist (hairdresser/therapist) and a damn good one! My clients would not only leave with an amazing new look but also with some perspective.

Fast forward to my production company – Straight Up Sister Network – where my podcast was born Straight Up Sisters The Podcast and it’s spin off Sincerely, Susie. I (surprise, surprise) quickly became known for my no holds barred conversations with my sister and/or our guest. I’ve build a reputation of transparency, authenticity and accountability for the community that’s been created by way of the podcast. The community has come to expect weekly shows (every Wednesday) with fresh new content and guest for the past 5 years. I host book clubs because I love reading on our subscription platform (Patreon.com/straightupsisters) and I encourage everyone around me to pick up a book, online group activities that stretch our comfortably and perspective, quarterly accountability check-ins, and my absolute favorite a yearly LIVE event somewhere in Los Angeles county where we get to meet face to face the many men and women that tune in weekly. It’s pretty amazing! So you see. This small production company is showing UP for the community!

I’m so proud of my willingness to keep on growing. Not just myself but the business ideas that come my way. Not all of them are winners. I can’t begin to tell you how many domains I’ve purchased and business ideas I have written down because everything sounds “amazing” on paper. I’m not saying I’ll never circle back to them because who knows, maybe it just wasn’t the right time for the idea. What I’m saying is that I’m not afraid to think big, dream bigger, put feet to my prayer and go for it! I love learning. I love creating. I love expanding myself and others. It’s why I’m here. It’s my purpose.

I believe that there’s something so magical when someone stands before you in their full truth. That “nakedness” or vulnerability is relatable and a lifeline to people. It can be a lonely place to feel like it’s too late for you, you’re not good enough or smart enough. I’ve been there. But when another human stands before you and shares from the honesty of their mistakes, their triumphs, their lessons and straight up f*ck ups it gives YOU fuel to keep on going. To keep on trying. That’s what sets me apart from other people. I share from my heart. The good. The bad. And the ugly because it all counts. It ALL makes up our story.

What makes you happy?
Elevating people makes me happy. I’ll tell you a secret. Now that I’m not in the “raising kids” era anymore I’ve tossed around the idea of launching a coaching business or maybe going back to school to get a degree in psychology. There’s just something about experiencing another person bloom that makes my heart swell. Be it in my chair with a new look or as a podcast listener for the past to five years, whose implemented the tools and the resources that we’ve shared by way of guests or personal life stories. There isn’t a more beautiful feeling to me than knowing that I planted a small seed in somebody that gave them confidence and courage to go out into the world with their chest out and head held high. And it’s probably because it took me a good minute to find myself so I know what it’s like to look and feel ugly both on the outside and on the inside. So I guess this is my way of giving back so that others can step into their greatness sooner than I did. And my hope is that they would pay it forward creating this beautiful chain reaction of building people up.

Pricing:

• Podcast Subscription $15 mo. at Patreon.com/straightupsisters

Contact Info:

• Website: https://www.straightupsisters.com
• Instagram: @lasusie, @straightupsistersthepodcast
• Youtube: straightupsistersthepodcast
• Other: https://Patreon.com/straightupsisters

Image Credits
Photo credit:
Straight Up Sisters The Podcast
LaSusie