DWYWR #45: Toni Terry- Starting a Business After Tragedy, Having Your Skills Stand Out, and Curating Your Client Experience / by Jordan Hefler

Do What You Want Radio | A Podcast for Creatives, Hosted by Jordan Hefler

In this episode I talk to salon owner Toni Terry about having your business stand out, curating a client experience, and how starting her business in the aftermath of a detrimental flood made it stronger in the long run.


  • How owning a hair salon is similar to any other creative business

  • Why staying inspired and motivated is hard when running a creative business

  • Trying to figure out who your ideal client is and curating what you do around that

  • How value is perceived differently amongst different people

  • How the big flood in the Denham Springs/Baton Rouge area in 2016 affected Toni’s business and how rebuilding afterwards made everything stronger

  • Working within client budgets but staying true to yourself

  • Why being a jack of all trades can come in handy- but it doesn’t mean you have to accept everything that comes your way

  • Finding what you’re passionate about and using it to set yourself and your services apart.

  • Why being open about how you’re feeling is important, and what is the line when it comes to being too open with your clients?

  • The purpose of “Do What You Want Club”

Keep up with Toni and her salon services at @tonikayterry and @tonithetigresss. Get directions to her salon and book at https://www.facebook.com/tonikayterry/. Text (225) 369-1703

Keep up with Jordan at @jordanhefler and www.jordanhefler.com

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Inadequate: lacking the quality or quantity required; insufficient for a purpose. Sometimes I feel inadequate. Sometimes I feel so overwhelmed by my inadequacies that I avoid all responsibilities that give me anxiety. Sometimes my job gives me anxiety. Sometimes I feel too inadequate to be a functioning adult, let alone one who owns a business. Then all at once, I’m reminded that I’m okay. Life gets crazy and sometimes we can pull ourselves back up, or sometimes we need help. I’m reminded that seeing my own flaws will help me try to be better. And that trying is the most important part. I’m trying. Trying to be a better friend. A better wife. A better stylist. And a better business owner. I am so thankful for my friends and family who love me even though that’s tough. I am so thankful for my clients. I don’t say it enough, but I couldn’t do it without you. Obviously I provide a service, so I literally couldn’t do it without you, but I could not make it through my day if I didn’t get to engage with so many wonderful people daily. I am the luckiest person in the world to get to do what I do. I have met so many amazing people in the past 2+ years. Clients don’t always know how much they impact their stylist. I am emotionally attached to every head of hair that walks in and out of my door, because it’s my art. I’m also emotionally attached to every body that comes in with that hair because people tell their hairstylist things they’d never tell anyone else 😉 Thank you to any and every client that has ever allowed me to work with them! Thank you for understanding and getting to know me, and liking me despite my flaws. I can’t wait to see what else this year has in store and all the new people I’ll meet and places I’ll go! Here’s to always trying 🥂

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She’s rising from the depths

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