Alright – so today we’ve got the honor of introducing you to Miwa Mayemura. We think you’ll enjoy our conversation, we’ve shared it below.
Miwa, thank you so much for joining us. You are such a positive person and it’s something we really admire and so we wanted to start by asking you where you think your optimism comes from?
One of the most genuine and miraculous things about life is that every day offers an opportunity for a fresh start—however cliché it might sound. A fresh start to nourish relationships. A fresh start to cultivate community with those around you, be it strangers or loved ones. A fresh start to take action towards a life that feels most aligned.
Life is a f*cking miracle.
Honestly, I think my optimism comes from the moments when I’m fully immersed in the present. As the sole esthetician and business owner of Serenaire, I am often working with new and familiar faces in my South Bay studio! My approach has always been centered around the client experience. Spending generous amounts of time with them as they receive their service, I find my optimism is fueled the more I get to know each client. They always inspire me with their own stories, as well as empower me to take the leap and pursue the ideas I’ve mentioned to them over the course of our time together.
Take my client, K, for example– a dear sweet client in her late 40s who has spent most of her career in the wine industry. I was giving K a beautiful lash lift the other day and she openly shared that while she enjoys her work and the steady flow of income, she still wonders if there’s a more fulfilling path out there for her. Her story resonates with so many of my clients, across different ages and walks of life, and I think it’s a beautiful thing to be at this sort of crossroads in life no matter what age. There’s so much inspiration and beauty in the openness to explore a sea of endless possibilities, because how can we know what we love, what we’re good at, or where our passions lie if we never try?
But the best thing about living in the moment and aligning with what nurtures my soul is that it extends beyond the walls of my studio. I could be on a walk, feeling the warmth of the sun on my skin. I could be seeing a familiar and beautiful LA sunset from a viewpoint I’ve never been to before. Or I could be in the middle of conquering my fear, dipping down into a quarterpipe with my new skateboard cruiser—and eating some pavement on the way down my first try. So, if I had to sum it up, my optimism comes from simply being an active participant in my own life—every single day.
Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?
As the owner of Serenaire, I wear many hats to ensure my business reflects the values I wish were more common in the beauty industry. Beyond being a state-licensed esthetician, I also take on roles as a content creator, head of marketing and design, accountant, and life coach. While Serenaire offers an eclectic range of beauty services, I’ve always specialized in detailed lash artistry. My menu includes lash extensions, lash lifts and tints, and gender-friendly waxing hair removal services.
Running my business has been no easy feat, but what I’m most proud of is the trust I’ve cultivated with my clients over the years. It’s incredibly special to see someone walk into the studio feeling somewhat nervous and leave as if we’ve known each other forever. Rooted in the philosophy of “meeting yourself where you are,” I strive to create a compassionate space for growth and transformation throughout each appointment. At Serenaire, I view beauty as a holistic and therapeutic experience. As a woman-owned and AAPI-owned business, I attract clients who value the experience as much as the service itself. Many come seeking more than a superficial beauty treatment—they find moments of genuine connection and self-discovery. The magic happens in these moments, where our conversations allow me to help them embrace their most authentic selves.
Our studio recently hosted a Lunar New Year Pop-Up with a range of local small business vendors, which included a flash tattoo artist, permanent jewelry, delicious matcha lattés, and one-of-a-kind floral arrangements—just to name a few. It was the first pop-up I had ever co-hosted, and it turned out to be a huge success in bringing the community together, as well as a great networking opportunity for local artists and entrepreneurs! I even sold my homemade matcha lattés, which I find so much joy in making outside the studio, to attendees of the event.
Cultivating community has always been a huge passion of mine beyond the beauty and wellness space, so I hope to host more pop-up events in the coming months. Stay tuned!
If you had to pick three qualities that are most important to develop, which three would you say matter most?
Empathy. Perseverance. Gratitude. These are just some of the most important qualities and skills to embody when owning a business that is intentional and destined to succeed.
Having empathy is essential if you’re a service provider, or just wanting to be a decent human. With kindness at its core, empathy is what makes Serenaire the brand it is today. The appreciation and care I have for my clients shines the more I build upon my communication skills. For instance, being a supportive and attentive listener for my clients and friends—rather than jumping straight into problem-solving mode—and validating their feelings when they open up about something personal go a long way in creating relationships that last.
Perseverance is critical in starting anything new, and a business is no exception to that! Had I given up after one discouraging experience during my lashing journey, I wouldn’t have had the chance to experience a hundred more positive ones. I think it’s worth noting that developing more self-love can help strengthen your ability to persevere through even the lowest points of your journey. For me, it started with consciously leaning more into trusting myself with every decision I make for my business and owning it whether it goes positively or turns out to be a bust. If things didn’t go as planned, I learned to see mishaps in my business as opportunities to step up and grow even stronger.
I don’t think any of this—owning a growing business at such a young age—would have been possible without gratitude. The hundreds of clients I’ve encountered since starting Serenaire hold a special place in my heart and are the reason I’m inspired to keep moving forward and chasing my ever-evolving dreams. I’m always learning something from them and their stories, which motivate me to be a better provider, listener, and friend. I couldn’t be more thankful and blessed to have run my business the way I have for the past four years if it weren’t for each of my sweet clients, who are beautiful inside and out.
My advice? Show kindness and gratitude whenever and wherever you can to those who support your business and your journey—whether it’s sending a thoughtful, personalized message to let them know you’re thinking of them or simply thanking them for their support after a service is complete. Another piece of advice? Show that same kindness and gratitude to yourself as you make big and small strides in your journey. Celebrate every win and all the moments of learning and growth. Not only will this help you become the best business owner you can be, but it will also sustain you when your business requires perseverance through unexpected challenges.
What is the number one obstacle or challenge you are currently facing and what are you doing to try to resolve or overcome this challenge?
Self-doubt has often dimmed my light before it even had a chance to shine. The beauty industry offers endless possibilities, which can often feel more overwhelming than exciting. The universe constantly reminds me that growth isn’t linear: one step forward, two steps back, a loop here, a skyrocket there, and sometimes a plummet down into the unknown. For creatives and solo entrepreneurs like me, especially those diagnosed with ADHD, running a business can sometimes feel incredibly daunting.
One of the greatest perks of owning Serenaire is the flexibility to fine-tune every detail as I see fit, but that also means the work never truly ends. This constant pursuit of improvement can easily lead to analysis paralysis, where I get stuck in the details and struggle with the uncertainty of what to prioritize next. With so many potential avenues for growth, choosing the next step in a career that’s unfolding in real time can feel intimidating—there’s no ‘one-size-fits-all’ guide. But maybe that’s part of the beauty.
Imposter syndrome and self-doubt have been regular companions along the way, but with any step forward, my confidence strengthens. I’ve learned that going back to the basics and setting a clear intention for my brand not only keeps me grounded, but also helps drown out the noise of my own self-doubt. By focusing on my core values, I’ve found it easier to make decisions and navigate this industry with a sense of clarity and purpose. It’s definitely easier said than done, but I try not to give self-doubt any room to creep in. I do this by saying aloud the thing I’m going to do—or the thing I need to do—and then just getting started on ‘the thing.’ It’s a simple yet effective technique that works for me.
Contact Info:
- Instagram: @serenaire.co | https://www.instagram.com/serenaire.co
- Facebook: https://www.facebook.com/serenaire.co
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