Story & Lesson Highlights with Alejandra Rocha

Alejandra Rocha shared their story and experiences with us recently and you can find our conversation below.

Alejandra, really appreciate you sharing your stories and insights with us. The world would have so much more understanding and empathy if we all were a bit more open about our stories and how they have helped shaped our journey and worldview. Let’s jump in with a fun one: What are you chasing, and what would happen if you stopped?
I’m chasing mastery. I’m obsessed with getting better at what I do—nails, hair, esthetics, everything. I love practicing, studying, experimenting, and pushing myself to be the best version of my craft. Izar Studios isn’t just a business to me; it’s my art, my career, and my way of taking care of people.

If I stopped chasing that growth, I would stop evolving. And in the beauty industry, the moment you stop learning is the moment you fall behind. My clients trust me because I’m constantly improving, investing in my education, and staying ahead of trends and techniques. If I stopped, everything I’ve built would lose its momentum. So I keep going, because becoming a master is the goal—and I’m not slowing down anytime soon.

Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Alejandra Rocha, and I’m the creator of Izar Studios — a beauty brand rooted in creativity, individuality, and genuine connection. For me, beauty isn’t just about the service; it’s about understanding the person sitting in my chair. I love getting to know my clients, learning their personality, their style, and what makes them feel the most like themselves. That personal connection guides everything I create.

Izar means ‘star,’ and that symbolism is intentional. I want every client to feel like their own kind of star — unique, expressive, and seen. My work reflects that: custom nails, thoughtful services, and designs that aren’t afraid to be different. Creativity is the heart of my brand, and staying true to my artistic instincts is what makes Izar Studios special.

I’m currently expanding my education in cosmetology so I can continue mastering my craft and offering elevated, well-rounded services. My goal is to grow Izar Studios into a space where beauty, art, and personal connection come together — a place where every appointment feels intentional, inspiring, and completely tailored to the person in front of me.

Okay, so here’s a deep one: What did you believe about yourself as a child that you no longer believe?
As a child, I used to believe that being sensitive made me weak. I was always told I felt too much, cared too deeply, or took things too personally. I tried to tone myself down because I thought that was the only way to fit in or be taken seriously.

Now I see the complete opposite.

That sensitivity is actually one of my biggest strengths. It’s what makes me intuitive, creative, and able to connect with people on a deeper level. It helps me understand my clients — their personality, their style, the energy they walk in with — so I can create something that genuinely reflects who they are.

I don’t see myself as ‘too sensitive’ anymore. I see myself as intuitive, aware, and good at reading people. Those qualities shape my artistry and the entire experience behind Izar Studios. What I once saw as a flaw has become a huge part of why I do what I do, and why my work feels so personal.

Was there ever a time you almost gave up?
Yes. After I finished at LA Mission College, I spent semesters applying to different nursing programs. I passed the entrance exam, I qualified, and every time I was told the same thing: ‘you’re eligible, but there are too many applicants — try again next semester.’ It was exhausting and expensive to keep applying over and over. Eventually, I hit a point where I felt stuck, like I didn’t know what direction my life was supposed to go in.

I decided to use my three AA degrees and started working at a laser tech office. Then one day, on my way to work, I was in a car accident that almost took my life. It was terrifying, but it forced me to stop and really think about what I wanted. I physically couldn’t work for a while, and I had no money coming in. So I turned to something that had always made me happy — doing my nails.

I started practicing on myself, then on my family, then on my friends. What started as a way to cope and express myself slowly became something I loved learning and growing in. And from that moment, little by little, I built the business I have today. Not just a service, but a community that has supported me and grown with me.

So yes, there was a time I gave up — but it led me to exactly where I’m meant to be.

Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What would your closest friends say really matters to you?
My closest friends would say that what matters most to me is being authentic and telling the truth — in how I communicate, how I show up, and how I work. I value honesty, whether it’s expressing how something really makes you feel or speaking up when something isn’t right.

In my business, that shows up in the way I work with clients. I always want them to feel comfortable enough to speak up, even about small things. For example, when I’m doing nail art, I don’t cure anything until I know they genuinely love it. I’d rather they tell me the truth in the moment than feel shy or hold back. Authentic communication saves time, builds trust, and makes the whole experience so much better.

So if you asked my friends, they’d say that honesty, comfort, and being real — with yourself and with others — is what truly matters to me.

Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. When do you feel most at peace?
I feel the most at peace when I’ve handled everything I need to do for my business — the messages, the bookings, the client communication — and I finally get to disconnect. There’s something about finishing all my responsibilities and allowing myself to ‘shut off’ that brings me a lot of calm.

I love taking a week to go on vacation, put my phone on Do Not Disturb, and just live life. I think balance is really important, no matter what career you have. It’s easy to get wrapped up in work, especially when you’re passionate about what you do, but I always remind myself that life is bigger than our jobs. You need moments to breathe, to explore, to have fun, to reconnect with yourself — to literally go outside and touch grass.

Those are the times when I feel the most at peace.

Contact Info:

• Website: https://book.heygoldie.com/IzarStudios
• Instagram: https://www.instagram.com/izar.studios
• Youtube: https://www.youtube.com/@IzarStudios
• Other: https://www.tiktok.com/@izarstudios

Image Credits
All photos courtesy of Alejandra Rocha.