Meet Jessica Cvetic

We’re excited to introduce you to the always interesting and insightful Jessica Cvetic. We hope you’ll enjoy our conversation with Jessica below.

Jessica , so good to have you with us today. We’ve got so much planned, so let’s jump right into it. We live in such a diverse world, and in many ways the world is getting better and more understanding but it’s far from perfect. There are so many times where folks find themselves in rooms or situations where they are the only ones that look like them – that might mean being the only woman of color in the room or the only person who grew up in a certain environment etc. Can you talk to us about how you’ve managed to thrive even in situations where you were the only one in the room?

When I left emergency medicine to start Citrus Aesthetics Med Spa in San Diego, I entered an industry where fast, transactional care was the standard. There was a lack of individualized, ethical client care with a priority on natural results. I knew I wanted something different. I didn’t just want to just treat skin. I wanted to plant joy and truly build confidence in my skin.

I was often the only one in the room advocating for slow, intentional appointments. The only one building a business where ethical choices, like saying “no” to treatments that weren’t right for a client, were a part of the Citrus standard and brand. The only one building a regenerative aesthetic model based on listening deeply and prioritizing long-term outcomes over quick fixes. It made me stand out. It also made me lonely, at times. But it forced me to become incredibly clear on why I was doing this.

That clarity became my strength. I learned how to educate clients in a way that turned skepticism into loyalty and overcome “fake” results in aesthetic medicine. I made it an absolute goal to train with the best in Aesthetics internationally so that I could be the best and get my clients the most natural results. I then began to train other providers not just in technique, but in ethical values. I learned how to lead a team, inspire a franchise model, and teach others how to replicate the integrity-driven approach I fought to create.

Now, with Citrus Franchising, which is an opportunity for solo Aesthetic providers to open up their own Citrus Med Spa. I still advocate for ethical, regenerative approaches that prioritize one-on-one trusting care with a solo practice model. Citrus prioritizes provider well-being, work/life balance and client connection over volume. I’ve learned that being the only one isn’t a disadvantage. It’s my greatest asset. It’s proof I’m creating something the world has been waiting for with Citrus Med Spas.

Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?

I’m Jessica Cvetic, PA and founder of Citrus Aesthetics Med Spa and Citrus Franchising, and my mission is simple, but deeply personal: to plant joy worldwide. Not just through beautiful skin and natural aesthetic results, but by creating a ripple effect of confidence, ethical care and empowered entrepreneurship.

Before aesthetics, I worked in emergency medicine. There, in the chaos of trauma and pressure, I began to notice something extraordinary: after stitching up facial lacerations, patients would thank me not just for healing them, but for making them feel whole again. They wanted to tip me for suturing them so carefully and beautifully because I had restored their confidence. It lit up something in me. I realized I had a gift, not just for precision, but for transformation.

So I built Citrus Aesthetics, which is a med spa unlike anything else. One where appointments are never rushed. Where every client is seen, heard, and treated with honesty. Where regenerative aesthetics meets ethical medicine. Where I say no to unnecessary treatments, because your face, and your trust, mean more to me than profit. It’s about long-term results, true confidence and a relationship built on integrity.

The most exciting part? We’re growing. I created Citrus Franchising to empower other exceptional aesthetic providers to do the same: to build profitable, high-integrity practices where they are able to utilize the entire Citrus Playbook and branding, make a difference on a daily basis and fall in love with their career again. We offer not just a captivating and impactful brand, but a roadmap with all the tools, mentorship and support to build a life of financial freedom and meaningful work. I created the franchise I wish existed when I started.

Today, Citrus is more than a brand. It’s a movement. We’re expanding nationally and globally, launching fresh ideas that elevate the client experience. Every new location, every new provider and every new client is part of something bigger: planting joy and raising the bar for what aesthetic medicine should be.

If you’re a provider feeling stuck or burned out, or a client looking for care that truly puts you first, Citrus is here to change everything for you.

If you had to pick three qualities that are most important to develop, which three would you say matter most?

Looking back, the three most impactful qualities in my journey have been vision, perseverance, and integrity. Each one of these attributes have been shaped by experience, challenges and a deep belief in something greater than myself.

1. Vision
From the very beginning, I had a clear vision of what I wanted Citrus Aesthetics to be- an ethical, regenerative, joy-driven med spa experience that honored each client’s unique beauty and empowered providers to practice with purpose. It wasn’t what most people in the industry were doing. In fact, some people told me it wouldn’t work. That I was too slow with appointments which wasn’t profitable or that I should hire several other providers to make it a model that would work. But I stayed the course.

Advice: Protect your vision fiercely. Even if people doubt it, dismiss it or don’t understand it, stay strong in your mission despite the naysayers. The world doesn’t need another copy of what already exists. It needs you and your unique insight, passion and perspective. Your vision is your anchor. Don’t change it or give up on it just to make others comfortable.

2. Perseverance
Being a solo provider of Citrus Aesthetics, a mom and a first-time founder while building something this meaningful was never easy. There were moments of exhaustion, fear, and uncertainty, but I refused to give up. Every obstacle became a lesson. Every no made space for the right yes. I didn’t wait for the perfect moments. I kept showing up, kept learning and kept going, even when it was hard. I was and still am determined to make Citrus into a household name in Aesthetics.

Advice: Perseverance is your greatest ally. Don’t let times of great challenges or moments you make mistakes convince you that your dream isn’t meant for you. You’re not failing. Instead, you’re becoming someone better and always take your mistakes as learning lesson lessons. Keep taking action, even if it’s messy. I recommend progress over perfection every single time. I have made so many mistakes with Citrus, and dealt with some of the most difficult moments, but coming out of those tough times, keeping my head up and allowing myself to grow and improve through those moments has defined who I have become through the journey of growing Citrus.

3. Integrity
Integrity is at the core of Citrus. It’s in every recommendation I give to clients, every franchisee I accept and every decision I make. I’ve turned down treatments that weren’t right for someone, said no to big offers that didn’t align and built a reputation that clients and providers know they can trust. Integrity isn’t always the easiest route, but it’s always the right one.

Advice: Let your integrity lead. Ask yourself: Is this aligned with my mission? Will this help or harm the people I serve? When you build with honesty and ethics, you build something unshakable.

To anyone starting out: your vision, your grit and your values are everything. Don’t wait for validation. Start now. Trust yourself because you’re building something so unique that no one else can do it in the same impactful way as you can.

Okay, so before we go we always love to ask if you are looking for folks to partner or collaborate with?

Through Citrus Franchising, we are currently pending approval for taking on franchisees in the state of California. Once approved, I’m looking to partner with a very specific kind of aesthetic provider. Someone who isn’t just skilled with their aesthetic techniques and results, but deeply aligned with our mission to plant joy worldwide through ethical, elevated and regenerative aesthetic care.

You are highly trained. You’ve spent years mastering your techniques and you’re always seeking more. You’re the provider who stays up late watching tutorial videos, traveling for advanced trainings and constantly refining your approach because “good enough” isn’t in your vocabulary. You care. Deeply.

But right now, you may be feeling stuck or disillusioned. You’re working in a busy med spa where you’re forced to rush through appointments, sacrificing connection, safety and the kind of results you know you’re capable of delivering. You went into aesthetics to help people feel confident, but the pressure to prioritize volume over value is making it hard to recognize your own reflection in the work.

You’ve dreamed of opening your own space, your way, but the idea of doing it all alone is overwhelming. You don’t have a business degree. You don’t know where to start with operations, systems or branding. You wish someone would just hand you the blueprint, something that’s been tested, proven and built on with values you can be proud of.

That’s where Citrus Franchising comes in.

I’m looking for providers like you. People who are genuine, excellence-driven and ready to be a part of something bigger. You thrive when given a clear structure, and once you’ve mastered it, you naturally find ways to improve it. You’re collaborative by nature, love lifting others up, but also value your independence and want ownership of your time, your income, and your future.

You believe in doing what’s right for the client, even when that means saying no. You know that aesthetics isn’t about changing faces. It’s about restoring confidence- naturally, ethically and beautifully. You want to be part of a trusted brand known for integrity, long-lasting results and exceptional client experiences that spark word-of-mouth referrals time and again.

If you’re ready to stop compromising, ready to lead with purpose and ready to build something that feels aligned with who you are, then you are the provider I’m looking for. At Citrus, we’re not just creating med spas. We’re creating a movement. I’d be honored to build it with you. Send me an email at jessica@citrusaesthetics.com or message me at 517-499-6412 if you want to be on the wait list for Citrus Franchising and you think you might be the right fit to open up your own solo Citrus Med Spa.

Contact Info:

Image Credits

Irisha Moroz and Jessica Cvetic

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