From a very young age, my mama used to say, “That girl is going to get everything she ever wants.” She wasn’t talking about luck or privilege. She was talking about grit. I didn’t take no for an answer.
Over time, that stubborn determination evolved into something far more powerful: Don’t tell me no; tell me how. That mindset became the foundation of my entrepreneurial journey, and it is one every woman in business must learn to claim.
AN UNEXPECTED OPPORTUNITY
After 49 years in the workforce — 45 of them in sales and marketing, including 17 years in real estate — I believed retirement finally was on the horizon. Like many women, I had spent decades building careers, supporting others and putting goals on hold. Then life presented an unexpected opportunity. My nephew, Brian Brown, invited me to join him in the organic waxing business, knowing my passion always has been uplifting others. When women build businesses rooted in purpose, work becomes more than a job; it becomes a mission.
Brian recently had transitioned from general contracting to salon ownership in Southaven, Mississippi, and his vision was expanding to the Coast. What followed challenged me in ways no previous role had. Managing employees, complying with state board regulations, navigating licensing and operational requirements — these are realities women entrepreneurs face daily, often while being underestimated. Yet every lesson I had learned over nearly five decades suddenly mattered. Experience is not something we outgrow; it is something we leverage.
ALIGNMENT MATTERS
We began this journey in December of 2022, secured our exclusive franchise agreement by February 2023 and opened Sugaring NYC Mississippi Gulf Coast in mid-May. Starting a business is not for the faint of heart, but I learned an essential truth: When your business aligns with who you are, resilience becomes instinctive.
This business reflects our values. Brian lives and promotes health through discipline and fitness. I bring decades of wellness experience and more than 15 years of living in Europe, where preventative care and healthy living are embedded in everyday life. For women entrepreneurs especially, alignment matters. When your business reflects your values, confidence follows.
Through this journey, three principles became non-negotiable:
- Trust: Trust in God. Trust your intuition. Trust the people you bring into your circle. Women often doubt instincts that are, in fact, their greatest strength.
- Commitment: Commitment to the time, the sacrifice and the vision — especially when others don’t yet see it.
- Ownership: Ownership of decisions, outcomes, and goals — not perfectionism, but ownership. Progress comes from action, not hesitation.
For us, perfect is our favorite word, and failure is not an option.
YOUR VOICE AND VISION MATTER
The growth we experienced in a short period of time has been deeply rewarding, but the true success lies beyond revenue. It shows up in the women we employ — women who invested in themselves and now have careers, not just jobs. It shows up in our clients, women who are choosing healthier, more natural self-care. And it shows up in the community we serve.
If women entrepreneurs take just one lesson from my story, I hope it is this: It is never too late to build something powerful. Your experience is not baggage; it is your advantage. Your voice matters. Your vision matters. And when passion meets purpose, women don’t just build businesses—we build legacies.
Terri Locastro is the owner of Sugaring NYC – Mississippi Gulf Coast. Reach her at gulfport@sugaringnyc.com or (228) 206-1952.