Meet Alexa Faye
Brow artist. Beauty entrepreneur. Content creator. Jewelry junkie. Women's woman.
Alexa Faye has spent the last decade turning her love of beauty and artistry into a business built around something even bigger: helping women feel confident in who they are.
From starting her first “business” walking neighborhood dogs to becoming a Cleveland beauty powerhouse, Alexa's path hasn't exactly been linear — and that's part of what makes it hers.
For this month's sheTalks, we're talking entrepreneurship, being underestimated, knowing when to hustle (and when not to), women supporting women, 18K gold, marquise diamonds and the grandmother who taught Alexa to believe she was capable of big things.
Tell us about yourself and your journey as a business owner and content creator.
Many people know me as Alexa Faye, but my name is actually Alexa Kelly!
My brow journey started about 10 years ago when I was in cosmetology school. I got my own eyebrows microbladed, became completely obsessed and decided to take a class myself. Being in school gave me plenty of girls to practice on — God bless every one of them for trusting me in those early days!
Slowly but surely, brows went from something I was experimenting with to an actual business and career.
Before that, though, I probably had 20 different jobs. My first “business” was actually going door-to-door offering to walk people's dogs, and somehow I ended up with around 10 little doggy clients. I think that entrepreneurial spirit was always there.
Content creation came later. My clients genuinely valued what I had to say about beauty, fashion and aesthetics, so I started sharing more. Eventually, it naturally became part of my everyday life.
At the end of the day, whether I'm holding a brow pencil or my phone, I really love creating and connecting with people.
Who inspired you to become the woman and entrepreneur you are today?
My grandma, without question.
She's one of the most loyal, loving, strong and kind people I know. She gave me my big heart, but I also think she gave me permission to have big aspirations for myself.
She's spent my whole life telling me that I'm going to be okay and that I live a charmed life. There's something incredibly powerful about having someone believe in you so wholeheartedly that eventually you start believing it, too.
What has being a woman in the beauty industry taught you?
That being underestimated can actually become your power.
I joke that I love telling people who don't know me, “Oh, I just do brows.”
Little do they know, I'm actually a brow and beauty powerhouse.
I've learned to do my homework, know my numbers, read the paperwork and ask questions. Walk into the room knowing what's going on.
I don't feel the need to prove women in beauty are “real” businesswomen anymore. The businesses we've built speak for themselves.
What advice would you give another woman building something of her own?
Figure out what you actually want and then connect with like-minded people.
Talk about your passion. Ask questions. Put yourself around people doing things that inspire you. Be willing to learn.
And take your time.
Perfection isn't real, and neither is someone else's timeline for your life.
You don't have to have the entire path figured out before you start walking it.
What's one lesson entrepreneurship has taught you?
Don't get ahead of yourself.
You can dream ten steps ahead while still being responsible for the step you're standing on.
Focus on what you can do well right now. Build from there.
Your time will come.
What piece of jewelry means the most to you?
My engagement and wedding rings.
I've always loved marquise diamonds because my grandma has one, so that shape has always felt really special to me. My husband surprised me with the most gorgeous marquise engagement ring, and I still adore it.
He's also fully encouraged — and possibly enabled — my love for 18K gold!
Describe your personal style.
Chic, feminine, sometimes sexy and always a little unexpected.
As I've gotten older, I've become a little more androgynous too. I love feeling girly and feminine while still having this masculine, powerhouse energy.
She's pretty, but she is also not someone to be messed with.
What does sheRocks mean to you?
Women just ROCK.
We can be gentle, soft, nurturing and kind while also being absolute badasses. We build businesses, raise families, create art, support communities and chase huge dreams.
There isn't one way to be strong, successful or impactful.
And I love that a jewelry company uses beautiful diamonds to celebrate the women wearing them.
The jewelry rocks — but the woman wearing it rocks even more.
How do you support other women?
I'm there for them.
I love connecting women with other women, sharing resources, making introductions and using my platform to highlight women and local businesses I believe in.
I don't think another woman's success takes anything away from mine.
Women are incredibly powerful when we decide to be in each other's corners.
One final piece of advice?
Trust yourself — and give yourself grace along the way.
You don't have to have everything figured out. You don't have to do it like everyone else. And you certainly don't have to be perfect.
Be kind to yourself, surround yourself with good women and keep becoming the version of you that feels the most like you.