why did we create the aye lash express?

Joanna McNeil, Owner of The Aye Lash in Blantyre.

I first created our signature treatment, ‘The Aye Lash Express’ at the beginning of March this year (2024). I’d been forced to take the whole of February off from eyelash extensions due to the nerve damage I have suffered with since August 2021 slowly killing my soul and leaving me highly debilitated.

To swing back a wee bit to give some context: Despite it being January, my little pocket studio - located around the corner from where I am now was filled to the brim with the most wonderful clients coming to see me for their treatments.

Our former little studio on Fernslea Avenue, Blantyre. 

The volume of clients in January caused my hands and in particular, from my shoulder down my right arm, to really flare up and I had to shut down completely whilst I attended physio privately. I was equally as busy in December but had time off booked for Christmas and New Year. At the end of January, I had to cancel the 55 appointments for eyelash extensions I already had booked in for February, refund hundreds of pounds worth of deposits and take a complete rest from doing something that I’d quickly grown to love. I persevered with other treatments. Oh, and it was only after attending physio privately, that my own GP finally listened to me as I was one of three people in the physio practice at the same time with the same issue. You cannot mention it on social media. It’s like saying “Voldemort” or “Beetlejuice” three times.

Joanna McNeil in February 2024 after having to shut down eyelash extension treatments. 

Hindsight, ah yes! I really should have thought about things more before I learned eyelash extensions. I knew my hands didn’t work properly.  They have not worked properly since Monday the 2nd of August 2021! (Oh, the accuracy). I knew the pain that even the use of a keyboard caused me (aye, this has taken me 300 years to write). I struggle daily to do my daughter’s hair, or help button her school shirt. Fortunately, when it happened I was already self employed and managed this by taking regular ‘mega breaks’ throughout my day to juggle my own work. If I ever was to work a normal job again, I’d probably be given the sack. Que “YOU’RE FIRED!”

Image showing Joanna's makeshift office in bed running her former social media management business, JoSocial. 

So aye, probably shouldn’t have learned eyelash extensions. However, I found the treatment very mindful. For both myself and my clients who get to relax and snooze. I often compare it to knitting or crochet. Both of which I am absolutely shite at. I can’t even make a Barbie scarf. I learned ‘lashes’ to connect with people and give people a bit of added confidence. A confidence I didn’t know existed until I joined the industry. You can watch and hear more about this here. I’d already built a solid community even though I’d only been open five months and I absolutely loved creating sets of eyelash extensions. I had to find a way. I also had many messages from people begging me to come back.

Photo of our signature eyelash extension treatment at The Aye Lash, The Aye Lash Express.

At The Aye Lash, I set aside time to do market research. OK, maybe this is one of the reasons I did learn the trade. I asked a high number of people, “if you were a complete beginner in the beauty industry, what would you learn?” - Their answers were the same, eyelash extensions! Please note: I learned Professional Beauty Standards as well as eyebrow tinting and eyelash tinting first.

Every month, I check out my comparators to make sure my prices are in line with theirs (yes, comparators as I see no competition in this industry, or in anything actually). I also knew my target audience/clientelle inside out by this point and thought “could I create a set of eyelash extensions within an hour and charge many of my comparators lash-infill price?” - Fuctifano! 🤷‍♀️

Firstly, I thought it would be a really valuable asset for my clients to prevent them having to lie down too long with their eyes closed, under my light that’s brighter than the sun. The set (not-a-full-set) is also super-affordable given it is infill price. And secondly, it would help my God-forsaken bloody pain-in-the-arse arm and hand issue.

The Aye Lash studio. 

Genuinely? I didn’t know if it could be done. Eyelash extensions are really intricate work. But, I had to give it a go. The Del Boy in me, probably inherited from my late dad Iain, and his dad, my late Grandad, Alex. I just put it out there: ‘The Aye Lash Express - One Hour Set’ with an emoji of a wee red train.

Again, my communication is really clear this isn’t a full set of eyelash extensions.

‘The Aye Lash Express is our signature One-Hour eyelash extension set at The Aye Lash - the ideal choice for those pressed for time but still seeking semi-permanent eyelash extensions. This express service has been designed to offer a subtle yet beautiful enhancement to your natural lashes.

Our One-Hour Lash Set is particularly suited for individuals with a busy schedule, looking for a quick beauty boost.

Please be aware that our Express Lash service does not equate to a full set of lashes. This offering is tailored for clients seeking a swift enhancement with a more subtle finish, utilising semi-permanent lash extensions to achieve a refined look in a condensed timeframe.’

The Aye Lash Express. Signature one hour eyelash extension set at The Aye Lash. 

I could not believe it, it worked. The Aye Lash Express is absolutely stunning on my clients and is now my number one treatment at The Aye Lash. I am struggling to meet the demand. Think of the guy in Frozen saying “supply and demand have a big problem.” Not because of my health issues, I can’t fit enough people in my working day.

The pain is still unbearable but here are some things I do to keep going and to prevent a complete shutdown again:-

• Ensure I have appropriate short breaks in between clients to rest.

• I keep two ice packs in the freezer to be used on rotation.

• Do not work past my opening hours as by the end of a 9 hour shift back to back with clients, I am done! It’s not personal, it’s just business.

• Observe my diary closely and turn off new bookings when it’s getting too busy so I can keep slots for my regulars, who are the most important people behind The Aye Lash.

Thank you to each and every one of you for trusting me to create ‘The Aye Lash Express’ - even if I didn’t know it was going to work. The Aye Lash Family really are the best, most wonderful people.

Jo x

For more information on what caused my nerve damage on the 3rd of August 2021, read this article written by Harriet Smasher here.