How a Small-Town Esthetician Built an Industry-Changing Brand

Summary

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Living Your Legacy Podcast

Episode: How a Small-Town Esthetician Built an Industry-Changing Brand

Date: May 6, 2026

Host: Riga Tierras
Guest: Heather Cash, Founder of Aggieland Aesthetics & Medspa

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Episode Overview

This episode spotlights Heather Cash, an esthetician and entrepreneur whose journey from a small-town upbringing to building Aggieland Aesthetics has made her a powerful voice in the beauty and aesthetics industry. Heather shares candid reflections on overcoming adversity, dealing with industry challenges, finding her voice, and advocating for higher standards. The discussion goes deep on mindset, resilience, building a values-driven brand, and staying authentic in a competitive, often unregulated field.

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Key Discussion Points and Insights

1. From Small Town Struggles to Entrepreneurial Success

[02:14, 04:30]

• Heather's small-town roots and early loss of her father shaped her resilience.
• She built her business "completely on my own," learning through trial and error.
• Quote:
  "I grew up in a small town, lost my dad really young and everything that I've kind of done and learned in life, I've done completely on my own." – Heather Cash [02:34]

2. State of the Aesthetics Industry

[03:09, 04:05–05:10]

• 14 years in, Heather sees the industry as “the wild wild west,” with a surge of newcomers and lack of regulation.
• Quick certifications blur the distinction between seasoned professionals and fresh graduates.
• The medical field increasingly encroaches, creating competition without unified standards.
• Quote:
  "There's not a lot of regulations or standards in the industry...there's nothing that distinguishes me from the things I know and someone who just completed a six month certification course." – Heather Cash [04:05]

3. Navigating Competition & Standing Out

[04:28, 06:07]

• Clients often find high-quality estheticians through “trial and error,” as industry distinctions are unclear.
• Social media has fueled both growth and confusion, with a flood of content and ‘how-to’ advice.
• Heather built a loyal clientele and brand through Instagram alone, leveraging authenticity over paid promotions.

4. The Grit Behind Building a Lasting Business

[07:28, 08:54]

• Heather stresses the importance of diligence, time management, and working under others before launching a solo venture.
• Most new estheticians lack staying power. Out of her graduating class, Heather is likely "the only working esthetician."
• Commitment, drive, and resilience—more than trendiness—make or break longevity.
• Quote:
  "Not every day is going to be a fun day. The highs are really high and the lows are really low. They balance each other out." – Heather Cash [08:54]

5. Mindset, Rituals, and Daily Discipline

[09:30, 10:11–10:45]

• Heather isn’t a morning person, but she starts the day with intentional positivity and a minute of reflection—asking for help to "be the best provider" and keep an optimistic outlook.
• She listens to Ryan Stewman's “Hardcore Closer” short podcasts for motivation—appreciating his no-nonsense energy.
• Quote:
  "I'm a big believer in what you think about, you bring about." – Heather Cash [10:11]

6. Embracing Directness and Leadership Growth

[11:26, 12:00, 13:46]

• Heather is "type A, direct, efficient, and brash," traits that sometimes challenge team dynamics.
• Learning to give feedback without being harsh, Heather now balances strength with empathy, especially as a leader.
• Quote:
  "I'm very type A...Just give me the facts. No bullshit. And I'm efficient." – Heather Cash [11:44]
• She notes the transition from lone wolf to effective leader came with personal and professional growth—communication is key.

7. The Power of Authenticity and Owning Your Strengths

[14:34, 16:04, 16:19]

• Heather’s identity, style, and brand are woven together: "My wardrobe is black, gray and white. My house is black, gray and white. My dogs are black, gray and white. It's just what I'm comfortable in."
• Her “big energy” sets the tone in any room, a former insecurity now embraced as a superpower.
• Quote:
  "All the things that I was always insecure about and hated about myself are my strengths. And now that I've leaned into them, I've become so successful..." – Heather Cash [16:04, 16:19]

8. Trauma, Resilience, and Talent Selection

[17:57–18:32, 18:32–19:08]

• Traumatic experiences have bred initiative and drive in Heather and, she believes, in the best employees.
• She learned to look for grit and self-starting capability — "is it trauma? Do they need to be traumatized?" — as foundational traits for team members.
• Quote:
  "You need to be a self-starter for sure and you need to take accountability and you just, you need to have initiative." – Heather Cash [18:32]

9. Importance of Boundaries and Attracting the Right Clients

[20:05]

• Setting and maintaining clear boundaries has helped Heather attract respectful, engaged clients who value education and compliance.
• As she became more true to herself and her standards, the quality of her clientele improved dramatically.

10. Advocacy and the Future of the Industry

[21:54, 23:27, 24:19–25:14]

• Heather is vocal about regulatory threats (such as Texas legislation that nearly barred estheticians from medical-adjacent services).
• Lack of professional advocacy and awareness among estheticians is a critical problem—she sees herself as a catalyst for organizing and lobbying.
• Quote:
  "[If] in the next six months no one has, then I'll be the one to get it [an estheticians’ lobby] going." – Heather Cash [25:13]

11. Expanding Her Personal Brand

[26:54, 27:29, 28:02, 28:36]

• Heather is relaunching “Build Your Business 101,” a program for solo providers to empower themselves with business and branding fundamentals.
• She’s growing the “Heather Cash” brand, in addition to Aggieland Aesthetics, and picking up music again.
• Quote:
  "I'll market it through Heather Cash, founder of Aggieland Aesthetics... I've got three different brands going." – Heather Cash [28:36]

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Notable Quotes & Memorable Moments

| Timestamp | Speaker | Quote | |------------|-----------------|---------------------------------------------------------------------------------------------------------------| | 02:34 | Heather Cash | "I grew up in a small town, lost my dad really young and everything...I've done completely on my own." | | 04:05 | Heather Cash | "...the last five years has really started trending and it's become the wild wild west...no regulations." | | 10:11 | Heather Cash | "I'm a big believer in what you think about, you bring about." | | 11:44 | Heather Cash | "I'm very type A...Just give me the facts. No bullshit. And I'm efficient." | | 16:04–16:19| Heather Cash | "All the things that I was always insecure about and hated about myself are my strengths...I've become so successful." | | 18:32 | Heather Cash | "You need to be a self-starter for sure and you need to take accountability and you just, you need to have initiative." | | 25:13 | Heather Cash | "[If] in the next six months no one has, then I'll be the one to get it [an estheticians’ lobby] going." | | 28:36 | Heather Cash | "I'll market it through Heather Cash, founder of Aggieland Aesthetics... I've got three different brands going." |

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Important Timestamps & Segments

• [02:14] Small-town upbringing and early adversity
• [04:05] The wild west of the aesthetics industry
• [07:28] The value of early career experience and hard work
• [10:11] Daily mindset and motivational rituals
• [13:46] Transforming from lone wolf to leader
• [16:04] Embracing strengths and former insecurities
• [20:05] Filtering for quality clients through boundaries
• [23:27] The near-miss Texas esthetician legislation and industry advocacy
• [26:54–28:36] Launching the Heather Cash brand and her educational programs

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Where to Follow Heather

• Website: aggielandaesthetics.com
• Instagram: @aggielandaesthetics
• TikTok: @aggielandaesthetics
• Facebook: Aggieland Aesthetics
• Heather Cash Brand/Business Coaching: Coming soon

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Final Takeaways

Heather Cash exemplifies resilience, clarity of purpose, and genuine self-acceptance. Her journey reveals not just how to build a standout brand in a challenging industry, but how to thrive by setting boundaries, leading authentically, and staying rooted in one’s core values. Whether you’re in beauty, business, or any entrepreneurial field, her hard-won lessons on grit, growth, and self-belief offer a blueprint for true legacy building.

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Transcript

[Heather Cash]

It's funny because all the things that I was always insecure about and hated about myself are my strengths. And now that I've leaned into them, I like, I've become so successful and, and just I've had all these, like, good things coming to me in life, so I just had to like, kind of shove it down. And life really was just me figuring it out through trial and error on my own, which in hindsight, it's, it's made me as strong and resilient as I am. And I really look at everything in life like there's nothing I can't do.

[Riga Tierras]

Heather Cash is a purpose driven entrepreneur and the owner of Agiland Aesthetics and medspa. Committed to helping others feel confident in who they are, she has built a space that empowers transformation, self care and lasting impact. Talk about your quality clients. I'm sure in your field it's, it's got to be all quality because what you're doing is, you know, quality work.

[Heather Cash]

I think the more boundaries I set for myself and this is the way that I work and this is my belief and we need to tackle inflammation. You need to be educated. When I started really standing my ground and not bending on those boundaries,

[Riga Tierras]

It spans the globe like a super high cold Internet Elvis Presley. Today, Apple is going to reinvent the phone. It's not over until I win the Living your Legacy podcast. For those who live to leave a legacy that's extraordinary. The impossible has happened. Oh, that is sensational. Jordan, open Chicago with the lead. You said Paul is the fastest man on the planet. You can live your dream. Welcome back to another episode of the Living youg Legacy podcast. Joining me today is Heather Cash, a woman in power. She's moments away from filming her episode. She's joining us today so we can get a sneak peek. Heather, welcome to the show. How are you?

[Heather Cash]

I'm good. How are you?

[Riga Tierras]

What brings you along to South Beach, Miami?

[Heather Cash]

I mean, to film?

[Riga Tierras]

We're filming your episode. You're filming with Jason. He's taking BTS photos as we speak. What will we learn about you in your episode?

[Heather Cash]

Everything. I mean, a lot of it's probably going to be, I think, my come up story. You know, I was born and grew up in, in a really small town. We, I don't want to say everyone was poor, but we didn't know we were poor. You know, it's PC, I guess.

[Riga Tierras]

No, you're good. What was a small town?

[Heather Cash]

Yeah, no, I definitely. I grew up in a small town, lost my dad. Really Young and everything that I've kind of done and learned in life, I've done completely on my own. So I think maybe hearing a lot about that, but. And then, you know, how I got the company started, how I got into aesthetics and the changes that now I'm trying to make worldwide in the aesthetic industry.

[Riga Tierras]

So yeah, let's talk about the aesthetic industry. How are things in the aesthetic industry and why, why, why the, I guess the resilience against aesthetics or catch me up to speed?

[Heather Cash]

So I think. So I've been in the industry for 14 years before it was trending. And I think in the last five years it's really become the wild, wild west. It's, it's a great industry. I love it. I love what I do. I get to connect with people on a daily basis. I get to make changes that affect their lives and their confidence. But like I said, the last five years has really started trending and it's become the wild wild west. And there's not a lot of regulations or standards in the industry. So you have a lot of people that are coming in because it sounds fun or easy, because it's technically a six month certification to call yourself what I call myself. Right, sure. And then we also, on the other end of that, we have the medical field encroaching on the industry lately. They're blanketed with their credentials to do the things that we do without ever having to, you know, have like a specified scope or the training, I guess you'd say.

[Riga Tierras]

Right, right.

[Heather Cash]

So we've, we've got all this competition coming from both ends and again, there's not any regulation. So all the things that I know, I don't, there's nothing that distinguishes me from the things I know. And someone who just completed a six month certification course and knows like cleanse, exfoliate, hydrate, there's, there's no titles that I was chasing. Chasing. There wasn't. I just did it on my own. Right.

[Riga Tierras]

But that's what makes it exciting because it's just all fresh.

[Heather Cash]

It is. But the what's come, I guess the problem that's kind of coming up now is that, okay, so you have a client or a consumer that now they know about the aesthetic industry and they're like, okay, I know the word esthetician, I need to find one. Right. Well, this person next door has availability same day and they're a fraction of my price. And again, there's nothing that distinguishes what I do and what I know versus that person. So people are really finding Me through trial and error. It's not because I have smoke.

[Riga Tierras]

So.

[Heather Cash]

Yeah. And what I'd like to spend the next two years is just being like vocal about those things so that I can try to bring some, some regulation, some standards and some respect back to the industry.

[Riga Tierras]

Absolutely.

[Heather Cash]

So yeah, that's kind of where it's at now.

[Riga Tierras]

It's, it's funny when you, when you start standardizing stuff and putting some regulations on things and becomes, then it becomes real like, and then it's like, oh, the government's involved. They're giving it all these government names now. Now they're involved. Now it becomes real now. Now the rules are being designed. Talk about where you're in an industry where there aren't a lot of rules or regulations. It is the wild West. Is that encouraging or do. Are you just kind of building knowing it's going to fall apart within a couple of months? Like how, what is your philosophy here

[Heather Cash]

as far as like the business that I'm building and the work that I'm doing?

[Riga Tierras]

Yeah. So like you know, because a lot of folks can be like, oh, I'm going to build a, built a computer company. Well, I'm going to find computers and sell them. Like, like when it comes to you, it's far more complicated than that.

[Heather Cash]

Yeah, definitely. So like I said, I, I was in, I've been in the industry for 14 years. I started my company nine years ago. We're actually coming up on our nine year anniversary I think this week actually. So it wasn't, it wasn't quite as bad as it is now. It wasn't as flooded with a lot

[Riga Tierras]

of TikTokers out there going this is how you do it.

[Heather Cash]

Yeah. No, and TikTok and social media has really been a double edged sword. It's, you know, it's great for, for marketing and I'm about to age myself. But I remember when Instagram came out and no one was using it for like business or anything like that. Right.

[Riga Tierras]

We're taking photos and like.

[Heather Cash]

Right. With these crappy filters and it was

[Riga Tierras]

really shitty filters and it was a four by three.

[Heather Cash]

Yeah.

[Riga Tierras]

Major myself as well. That's fine.

[Heather Cash]

But you know, yeah, it's, it's helped businesses and it helped my company grow. I mean we, I never paid for marketing. My first five years of business it was all just Instagram. Yeah. Um, so I, I think where I started, when I started my company to circle back it, it was easier then because I think the people getting into the industry were really getting in because they Wanted to do it for sure. And it, it wasn't trending like I was saying earlier. Um, I think now for people coming in, it's really difficult and it, the aesthetics industry has a very low success rate. I'm pretty positive. Don't fact check me, but I'm pretty, I'm like 99% sure. Out of my graduating aesthetic esthetician class, I'm the only working esthetician. It's got a very, very low success rate. I mean you, because there's no standards, people, again, people get into it, they see what I do or other success stories and they're like, oh, that sounds fun, six months, I can do that. But they don't want to do the work on the back end.

[Riga Tierras]

I'm pretty confident. Everyone else that you graduated with, were, were they front facing like you are on camera knowing that you're the brand, you're pushing this forward, you're bushing, you're pushing your hustle forward.

[Heather Cash]

I mean they never really. Well, social media wasn't really what it is.

[Riga Tierras]

You always say 14 years, but I always say roundup for marketing. 15 years ago. Like you're right. Over a decade ago, things were very different. But there's you, I guess.

[Heather Cash]

Yeah, you're right. Back then, no, I didn't really see estheticians being face forward.

[Riga Tierras]

Really.

[Heather Cash]

No, it was like, I mean, I didn't start out on my own. I started out, I was working for a franchise and I still to this day tell everybody that you need to go do that. It taught me time management, it taught me so many stuff skills and organization and it taught me scripted selling and, and all these things that I, I have implemented into my company today. And then I went to work under other medical providers to learn from them. I tell everyone, you need to work other places. You just can't just get out and start your own thing right out of the gate because you, you got to learn, you have to train. And we don't learn anything in that six month course. So I didn't even start that way. But again, I just, I've always worked really hard, so I've just, I've never been afraid to work. Whereas I think a lot of people get in when things aren't just working, you know, right away for them. Yeah, like, okay, I'm gonna go try something else. And I truly believe, and I know that like if you want good things to happen, you have to put in the work.

[Riga Tierras]

Right?

[Heather Cash]

So I, I think that's where it gets lost for, for a lot of providers in the industry, they come in thinking it's going to be this fun, easy thing and like, oh, girl boss. Like, we love skin. Da da da. Which I love what I is. It is great. It's great to be a girl boss, but it takes a lot of really hard work and it takes drive and it takes resilience and. And not every day is going to be a fun day. You're gonna have. The highs are really high and the lows are really low. They balance each other out.

[Riga Tierras]

Speaking of girl boss, like, what's. What's your daily. Like superstitions, like, your daily rituals? Like, when you wake up in the morning, what's the first thing you do?

[Heather Cash]

Okay, I have. I'm not a morning person, so I have. I can get a full beat face in 20 minutes, do my hair and get out the door. But I do. And this is more recent in the last couple of years thing. Like, as soon as I wake up, I try, like just a minute flat. I don't pick up my phone, but I just try to think of something positive, like just ask the universe, God, whatever, whoever's out there, you know, just make me the best provider I can be. Make me the best boss that I can be. Just help me to help people I don't know. I want to make 10 grand today, like something. I just want positive things, so I try to think something positive. I'm a big believer in what you think about, you bring about.

[Riga Tierras]

Absolutely.

[Heather Cash]

Get up, do my routine, and I listen to. Can I look at my phone? I don't know his name. Yeah, go ahead and grab. You can cheat. Hold on. I listen to this guy's podcast every morning because it's like two minutes. He's the hardcore closer, the hard. You know who he is? No, but I'm sure Brian Stuman.

[Riga Tierras]

That does sound familiar. The hardcore closer.

[Heather Cash]

Yeah, I don't. I don't know if he's like. I'm not even sure what he does. I think he's like, in real estate and he does, like, lending to other companies, but he's just this really rough around the edges. Like, can I cuss on here?

[Riga Tierras]

Absolutely.

[Heather Cash]

But he's just. He's very, like, wake the up. There's no excuses. And I'm. I'm a very direct. Like, that's just me as a person, so I do well with that. So, yeah, as soon as I wake up, I've got this guy cussing in my ear for like the first minute and a half while I'm like, brushing my teeth and Doing. He's like, wake the up. No excuses. Get it how you live it? Like, And I'm just. That's part of my daily.

[Riga Tierras]

For sure.

[Heather Cash]

Yeah.

[Riga Tierras]

Like, well, good for you for recognizing. Like, what do you tell folks that listen to that and go, wait, what? She enjoys getting yelled at and, like. Like, you know, more like a general yelling at you.

[Heather Cash]

Yeah.

[Riga Tierras]

Like, talk about folks that don't understand why that is good. Like, I'm the same way. Like, I need to have some sort of, like, regimen, discipline. Like.

[Heather Cash]

Yeah.

[Riga Tierras]

Everything's on fire. Everything matters. Yes. To everything. You know what I mean?

[Heather Cash]

Yeah. Well, I think every person's different. Like, we've all got, you know, personality types and.

[Riga Tierras]

Sure.

[Heather Cash]

And some people need to be communicated in different ways. And I'm very type A. And what is it on the disc?

[Riga Tierras]

Oh. Oh, dude.

[Heather Cash]

I'm like, the two that are like, give me the facts. No bullshit. Just. And I'm very. I'm efficient.

[Riga Tierras]

Sure, sure.

[Heather Cash]

And have.

[Riga Tierras]

Have you been a lone wolf on your. Have you always been on your own? Or did you work well with pax, or, like, what's. What's your. What's your workflow?

[Heather Cash]

Like, I used to say that I work better alone. I don't fully believe that now, just because I've grown so much as a person, and I lead a company and I lead women, and I love my staff. I love having them there. It definitely was a challenge the first couple of years, learning how to communicate. So most of my life, yes, I was a lone wolf. And like I said earlier, I really had to kind of navigate life on my own. No financial support, not a lot of emotional support. Like I was saying earlier, I lost my dad when I was really young, and I had no one there for me. It was very, like, you need to get it together. You're grieving too much. Like, a week later. And then. So I just had to, like, kind of shove it down. And life really was just me figuring it out through trial and error on my own, which, in hindsight, it's. It's made me as strong and resilient as I am. And I really look at everything in life like there's nothing I can't do. If tomorrow I woke up and was like, I want to be an astronaut. Y' all would see my ass in space in five years, five to 10, however long it takes. But I'm just. I just don't think that there's anything that I can't do. But like I said, it took, like, the first couple of Years. And I'm still learning. I'm learning every day.

[Riga Tierras]

Sure, of course.

[Heather Cash]

But to really learn how to, I don't want to say play well with others, but it really came down to communication because I'm so direct and you know, I, you know, I'm running around, I'm seeing clients, I'm running the company, I'm doing the back end stuff. And then I come out and somebody typed an email. That's horrible. And I'm like, that's the worst email I've ever seen. Fix it. Then I go back to work. Then I come out and they're like crying and I'm like, did someone die? And they're like, you hurt my feelings. So I've had to learn to, to communicate a little less brash, but.

[Riga Tierras]

But it's not your fault because I'm the same way. Like, I'm a little brash, but it's almost like I wish somebody was as brash as, as I am to myself because it's like, just cut to the chase, man. Like, I don't need a fucking hug. Like, just tell me.

[Heather Cash]

Yeah, that sucks.

[Riga Tierras]

Do it better.

[Heather Cash]

Great.

[Riga Tierras]

You got it.

[Heather Cash]

Yeah, I'm going to do better.

[Riga Tierras]

Like you want it in 5 or 15? Like that's my response to that. I'm not going to fucking cry.

[Heather Cash]

I think there's a way that you can be direct without being. Being as harsh.

[Riga Tierras]

Sure.

[Heather Cash]

And I had to learn how to do that. And like I said, I'm still learning every day.

[Riga Tierras]

And how often do you wear black? How often are you in this avatar, like done up makeup? Jet black. Let's not show the shoes here. You're. You're in massive stilettos, jet black, massive studs.

[Heather Cash]

No Adidas slides here.

[Riga Tierras]

Because it comes with the aura. Like you've got to be the aura before you, you start my speaking oralish all the time.

[Heather Cash]

So my. I recently did a little renovation on our lobby, but up until then, my whole spa was black, gray and white. My wardrobe is black, gray and white. My house is black, gray and white. My dogs are black, gray and white. It's just what I'm comfortable in.

[Riga Tierras]

Same.

[Heather Cash]

Yeah, I don't switch it up very often, but.

[Riga Tierras]

So talk about being comfortable in your power. You clearly are. But what does that mean to you?

[Heather Cash]

I mean, just being comfortable in who I am and, and learning how to love myself. And that was a, that was a long, hard journey and lesson that I honestly didn't learn until later in life.

[Riga Tierras]

Right on. Same.

[Heather Cash]

I think my directness and not Just my directness. I have big energy. I have very strong energy. And if you believe in, like, being an empath and feeling energy, like, I walk into a room and I know that people feel my energy. And if it's bad, I don't mean it intentionally, but I will drown a room in negative energy if I'm sad or any. You know what I mean? But I. Sucks.

[Riga Tierras]

It's like, really, I just can't be sad. No. Ray must. Everyone must be sad now, because your energy soon.

[Heather Cash]

But. And I think, like, learning to be comfortable with that and like, learning more about yourself.

[Riga Tierras]

A lot of masking. A lot of masking.

[Heather Cash]

Well, I think when necessary, it just. It just makes it easier. Yeah, but your.

[Riga Tierras]

Your energy, it dominates. We. We classified that you and I have dominant energies. When we walk into a room, if we're negative, everything is that. Yeah, but that happens to most entrepreneurs.

[Heather Cash]

Well, I. That used to be one of the. It's funny because all the things that I was always insecure about and hated about myself are my strengths. And now that I've leaned into them, I, like, I've become so successful and just. I've had all these, like, good things coming to me in life.

[Riga Tierras]

Funny how the devil works.

[Heather Cash]

Yeah. So, you know, I used to. I used to feel insecure about it, and I used to hate that. And I was like, why? You know, I'm not soft enough. I'm not feminine enough. And, you know, men won't like me because I'm too strong. And. And. And I also used to say, like, I used to hate that I was resilient because I was like, I don't want to be strong. I'm strong because I had to be. Like, people aren't just born strong. Like, trial and error, tribulations, not error, but tribulations make you strong. And I used to look at that and think, like, that sucks. I'm tired of going through stuff, but I have a really different perspective on it now because everybody goes through stuff, and I just don't feel like I'm resilient because I went through those things. Now I think that that truly is who I am because I know people that have went through the same things I have are not even close to where I am, and it's just because they couldn't pick themselves up and move forward. So for me, like, leaning into my power, I don't know. It's a good thing. It makes me happy. It took me a really long time to get here and be comfortable in my skin and myself, but Like I said it. Those. It's all the things that I was insecure about that are my strengths.

[Riga Tierras]

I completely know what you mean. Because when it's difficult to describe, you know, you're on the right path, that's at least that's my excuse.

[Heather Cash]

Yeah.

[Riga Tierras]

When I'm just like, okay, I guess I'm walking into my power. I guess I'm.

[Heather Cash]

It just feels right.

[Riga Tierras]

It just feels. There was a moment in my life where it felt too right. And it actually, like, I. I shied away from it because I'm like, is this what life is supposed to be? Like, always happy? Like, can I sustain this?

[Heather Cash]

Yeah.

[Riga Tierras]

And then it went. After a while, it's like, it takes so much trouble. Let me just go back to my hole and. And take a couple months off.

[Heather Cash]

Y. Yeah. And it's crazy too. Like, I think when you grow up with, like, I don't want to say a certain amount of trauma, but that when things are going good, you're in the back of your mind. You're always in fight or flight. And I still struggle with that same when things are good. Like, I'm always. If I have one slow day at the spa, I'm like, I'm going to lose everything. I'm going to me and my dogs are going to be on the street, like, and it's. That's not the case. And I have to remind myself all the time. I'm like, heather, that. That's not a thing. You are. Okay. You're good. Yes.

[Riga Tierras]

But it also gives you that little bit of initiative to just make sure that you got your butt covered, that the dogs aren't going to eventually end

[Heather Cash]

up in the chair. No, I think that it's funny because whenever, you know, I've struggled with. With hiring the first few years and learning personalities and finding people that work really hard, and I'm very like, you need to be a self starter for sure and. And you need to take accountability and you just. You need to have initiative. Right. I remember in the first couple years, like, going through, like, not a ton of employees, but, you know, going through employees and like just the hiring process. And I'm like, is it trauma? Is that, like, what do I need to look for to find the perfect employee? Do they need to be traumatized? Yeah. I feel like that gives you, like. Yeah. A level of. Of initiative that.

[Riga Tierras]

No, you're absolutely right.

[Heather Cash]

That. That a lot of people don't have.

[Riga Tierras]

I just recently discovered on this same podcast that I. Trauma chose my career path and my employment is Just all trauma based. And that, that kind of made sense because there is a sort of GR doing production. I always look for soldiers, not guys that are good with videos. Like, there's a certain philosophy when it comes to storytelling, Building a tribe, building a crew, filming a story. You know, there's certain flips and switches that are off and on to make sure that you've got the right amount of grit and personality to create something that's eccentric enough to sell it to the right customer. Because you don't want to create product or content, which, trust me, this is leading to a question to you. You don't want to just entertain everyone. You want to entertain the specific folks. You don't want to have clients that are every client. You want to have specific quality clients. Yeah, talk about your quality clients. I'm sure in your field it's got to be all quality because what you're doing is quality work.

[Heather Cash]

Yeah, no, absolutely. So I have been really lucky over the years to start, I think the more boundaries I set for myself and this is the way that I work and this is my belief and we need to tackle inflammation. You need to be educated. When I started really standing my ground and not bending on those boundaries, you know, because when I was first starting out, it's like, hey, this is the way that I work and well, I don't want to do that. Well, okay, I'll do this instead. And, and when I stopped doing that, I'm so lucky. I just attract clients that, that respect my, my intelligence. They, they respect my authority. They want to be educated. They're compliant. Their compliance and what they're doing at home is 80 of anything they want to achieve and, and to have them truly listen and understand that. Where was I going with that?

[Riga Tierras]

No, I was, I was already thinking about the next question.

[Heather Cash]

Yeah, no, I've been, I've just been really lucky to. And not even just that, the compliance and them doing the work, but just the vibes. Like, I really love my clients so much. Like, they are just, they're quality people and it's not about what they do or the money they make, like their souls and their energy. They're just good people. And I think the more that I have leaned into myself and trusted myself and set boundaries for myself, I'm so lucky to. I just don't have a ton of those, like, horror client stories that, like, there's pages dedicated to it. Like, sure, there's crazy and I've seen it in the industry. Like, and I. It used to be a thing for me, and it'll still come up occasionally, but I've been really, really lucky. But I think a lot of that goes back to, like I said, me becoming myself and being comfortable in who I am and. And kind of sticking to that.

[Riga Tierras]

Right on. What are we going to learn about you in your episode?

[Heather Cash]

I don't know. Whatever. Whatever. Whatever comes out of my mouth. I don't know where the wind takes me. So probably a little bit about kind of where I came from and how I got my start. I. I had to overcome quite a few struggles in life, and a lot of them on my own. So kind of some of. Some of my backstory as far as that's concerned. And then how I got into the aesthetic industry, which was kind of by accident, actually, and how it just keeps pulling me back. So the universe is like, girl, this is where you're supposed to be. This is where you're supposed to be. And I was actually thinking that I was making. I've tried to leave the industry a couple times in the past, and every time I did, I just came back bigger. And then I. What I thought was going to be a pivot to just not fully downsizing, but just kind of like lightening my workload a little bit. This year has become. Oh, now I'm going to spend the next two years being vocal about the changes we need to make in the industry. I need to get some type of lobby started. In Texas, we had a bill that almost passed in June. It would have been effective this past September. That would have taken all things medical away from estheticians. That's 80% of the services that I did. Granted, I am overseen by a medical director. Everything, you know, that I personally do is within my limits. But I was terrified. I had a whole nervous breakdown. I thought I was about to lose my company. Oh, yeah. Thankfully, the bill was vetoed last minute.

[Riga Tierras]

Yeah.

[Heather Cash]

But it comes up every two years. Every two. This is just the further it went, all the way to the governor's desk. It, like, flew through Senate.

[Riga Tierras]

I tried starting a Delta aid company in Austin, Texas. Oh, good luck. That lasted all three minutes.

[Heather Cash]

Yeah, I could see it. It's gonna come up again. It comes up every two years. And what I. I was being pretty vocal about it on. On TikTok. We love TikTok, but I was getting a lot of traction with it. And what I seen was that one, we have no lobby for estheticians. Medical providers were lobbying for themselves, speaking out. They've got their own lobby. They've got Organizations to speak up for themselves. We don't. And most estheticians didn't even know what was going on. They were like, what? This is crazy. And I'm like, how? What?

[Riga Tierras]

How do you know there isn't an aesthetician newsletter?

[Heather Cash]

And there I only. Out of all the views Traction shares messages I'd gotten, I think there were maybe three or four estheticians, three or four that messaged me and were like, I'm gonna write a letter. Yeah, what? So we need some type of organization. I don't want to be the one to start it, but if nothing, we need this.

[Riga Tierras]

But I don't want to start.

[Heather Cash]

I'm hoping that if I'm vocal enough, we can get a group together. But if nothing's moved in the next six months, after I've been kind of speaking about it, then I'll do it. It. I. I volunteer, distribute.

[Riga Tierras]

But how hard can it be?

[Heather Cash]

I don't know. A couple of flyers like astronaut. I'll. I'll learn it. I'll figure it out.

[Riga Tierras]

Say a couple of fancy things. Look this way.

[Heather Cash]

Lobby. I can learn how to astronaut. It's fine. Just look at. I'm hoping that me being vocal will get the conversation started out in the

[Riga Tierras]

world, out of the energy.

[Heather Cash]

Yeah. Which I know it will. But like I said, if in the next six months no one has, then. Then I'll be the one to get it going.

[Riga Tierras]

But I'll track you down and be

[Heather Cash]

like, hey, it's time.

[Riga Tierras]

It's time we set a timer.

[Heather Cash]

So, yeah, a lot of. A lot of things going on with the future, for sure. Yeah.

[Riga Tierras]

So for folks that are going to keep tabs on you, make sure that you do this in six months, how can people find you? How can people follow your journey?

[Heather Cash]

So aggielandaesthetics.com we're very, very active on Instagram. Great. Just Instagram. Aggieland aesthetics. A G, G I E L E N D.

[Riga Tierras]

Are you all in Texas?

[Heather Cash]

Yes, I'm in downtown Brian, Texas. Right on. Basically the same thing as College Station. So go Aggies. They're on, like, a 7o streak, I think, right now.

[Riga Tierras]

Right on sports and, like, I don't know, Formula One. Do we have a Formula one team? I'm pretty sure they don't, I think.

[Heather Cash]

Yeah, we just played Florida, actually.

[Riga Tierras]

Oh, no, I said Formula One.

[Heather Cash]

I said Florida. No, we just played Florida. They, like, roasted two alligators at tailgate. It was crazy. I just. I saw the video.

[Riga Tierras]

Wow, great.

[Heather Cash]

Like, all right, all right.

[Riga Tierras]

No, it sounds. It's Just Florida and Texas. Just, you know, kindred spirits. Yeah.

[Heather Cash]

You know, so. Yeah.

[Riga Tierras]

So where can they find you? Dot com?

[Heather Cash]

Like what Aggieland aesthetics. Dot com Social media. L A N D A E S T H E T I C S Cool. Instagram. Aggie Land aesthetics. We're, we're very, very active on Instagram. Tick tock. Same thing. Aggieland aesthetics, Facebook.

[Riga Tierras]

And you. Heather Cash, right?

[Heather Cash]

Yes.

[Riga Tierras]

Cool. I'm glad I remembered that. But you, the way you said it in the beginning, it was almost like it was your own brand. Are you kind of like pursuing this Heather Cash brand?

[Heather Cash]

So I decided this year you really should. So I actually decided this year that I am. So I'm going to be relaunching my build your business 101. I pulled it a couple of years ago just because I was so busy. So it, it is for solo providers in the industry wanting to go out and kind of do their own thing because I think that's really where the money is. Is. Is. Is get a little room and do your own thing. I mean, I made six figures, well over six figures my first year, but I think that's where the industry is headed.

[Riga Tierras]

Oh, absolutely.

[Heather Cash]

So my, like I said, I just pulled it because I was so busy and I was having to do them on Sundays and what was supposed to be an hour would turned into two and a half. Because I love that. I love the back end. Like I'm for sure I've got a knack for business. So I'll just sit there on a zoom forever. I'll start building pri. It's ridiculous. I need to stop boundaries. But I am working on relaunching it in the next few months again for solo providers or providers looking to go solo. And it walks you through everything. Getting legal, LLC insurance, building a brand.

[Riga Tierras]

Very cool.

[Heather Cash]

How to sell through education, how to retain clients, how to set up your pricing, going over overhead breakdowns. So when I did it the first time, I'd actually promoted it through Aggieland Aesthetics. So I am working on building a Heather Cash brand and so I'll market it through Heather Cash, founder of Aggieland Aesthetics. And then I recently picked up singing again, which I haven't done in like 10 years. So I'm trying to. This is very, very new. So yeah, I'm picking that up too. So I've got three different brands going.

[Riga Tierras]

There you go. But the. The Cash empire commences.

[Heather Cash]

Exactly.

[Riga Tierras]

Well, I'm here to. I'm glad to hear for it. With that, that concludes another episode of the living your legacy podcast with Heather Cash. And, yeah, I'm Riga Tierras for Inside Success, and have a good night.