Today we’d like to introduce you to Livia Pope.
Hi Livia, thanks for joining us today. We’d love for you to start by introducing yourself.
Hi! I’m Livia Pope I love all things “art” and I’ve always been an entrepreneur. I bootstrapped my business with a $500 investment and started a family at the same time. Want to know more? Here’s my story…
My first business venture was at eight years old, a car washing company. I lived on a loop and would visit neighbors bi-monthly for regular car washes. I charged $5 and would say “It’s $5 but if I do a good job, you can pay me $8.” I made sure I always got $8!
My second business was in high school; I had a swim lesson company out of my parent’s backyard pool. I serviced special education children with deafness, blindness, ADD, and Autism as my specialty. I made $40 an hour at 15 years old. That business helped buy my first car in cash at 17 years old. I was so proud of that car!
When it came to education, the arts were my favorite subjects but I was pretty good at all of them. When it was time to pick colleges, I want to go to Academy of Art University in San Francisco (and study illustration and product design)… but I got into almost all the big -name Universities of California. My parents couldn’t believe I would want to go to an “art school” and were nervous I would be a “starving artist.” Since I was a first-generation college student and was blessed to have my parents helping pay for college… I chose to go to UCSB. I studied Research Psychology with a minor in Special Education and did makeup when I had time.
But after my volunteer hours in the classroom were finished, I realized I needed something more. So… I applied and was hired at Academy of Art University (the school I wanted to go to originally) in their marketing and outreach department. It was such an exciting job; we traveled to over 17 states a year as event staff/admissions/portfolio review for AAU for events like New York Fashion Week, Film Festivals, architectural conferences and anything within the realm of the 16 art majors. I also established territories for the school by going to all the high schools within a region; established relationships with career counselors, administration, and art teachers and gave presentations on art and design. The job was so fulfilling because I was showing young adults the pathway to successful careers… one my own parents as well as many of their own, didn’t believe were out there.
But… I felt hypocritical because I was helping these college-bound kids to follow their dreams in art and design, but yet, I wasn’t. Then, the Academy of Art University was expanding their reach positions to other states… Chicago, NYC, and Austin. I had been to Chicago and New York many, many times and for long periods of time and just knew it wasn’t where I wanted to live.
I had been to Austin one time six months previously and really liked it. I knew it was affordable (more so than California, NY, and Illinois) and it was a fun city. I applied and got the position, as I was one of their top recruiters and had established more territories than anyone else on the team. I told my mom I was moving to Texas and she didn’t understand why. I explained that the dating pool had gotten excruciatingly small and “I don’t know if my guy is in Texas, but he’s not here”. I just knew it. So, I road tripped to Austin with three friends for a week and shipped my stuff. I thrived in the new position and made some friends. Four months after I moved to Austin, I met my husband and stepson (Colin and Fox) at a pool party; that was 12 years ago. As the Editor of the Austin Business Journal, he also went to a lot of events and introduced me to some big names in Austin, exactly the clientele I would want as a makeup artist.
After the two-year contract ended with Academy of Art University, they offered my job back in SF, but I was not going back. I had met the loves of my life; we were getting married and buying a house together. It was time to find a new opportunity. Since my love for all arts gave me a lot of directions, I had to hone them in. I had always loved doing makeup and was pretty experienced by this time. I met a hair stylist and we started working together and built AllDolledUp. I knew I had to get in front of brides in the beginning of their planning journey. I began working as a national brand bridal store and I was really good at selling dresses. If they asked me about hair and makeup, I had a card to give. I worked on the business when I wasn’t working for someone else. Pretty soon, my Saturdays were getting booked with weddings and the bridal salon didn’t want to share my time. I found a much more flexible job as Creative Director of Bliss Bridal Magazine, styling the shoots for the print and online edition. This was pure joy! I got to pick the concept, the dress, the colors, the vendors, and do the hair and makeup. I built a great network of vendors, I learned all aspects of the wedding industry, and… most importantly, I had plentiful published work (ADU work has been published over 100x). I traded distribution for advertising and built a quarterly marketing campaign focused on wedding industry and event professionals; I connected with a bakery to create cute AllDolledUp cookies with their stickers on the back of the packages; I designed attractive marketing materials for my business. And then, I distributed the package of magazines, cookies and fliers and business cards to over 300 relevant companies within central Texas QUARTERLY. I really had a grassroots marketing approach to building my brand here in Central Texas. Within three years we were doing 50 weddings a year and it was time to grow the business.
So… in 2015 I got legit with DBA, LLC, CPA… all the letters. That side gig was turning main gig fast. Unfortunately, my hairstylist friend decided to move on to other things and it was just me with a ton of work to do. So I hired a team of stylists/makeup artists and…. I was pregnant with my first baby! I also hired my director, Amy Holzhausen, who has been integral to starting a business and a family at the same time. The first year of being on the books, we did 80 weddings, and now we do about 150 on a normal year. I have a team of eleven diverse stylists, five stars on all review sites, and work regularly with studio photographers for portrait, headshots, family shots, etc. and have the freedom to choose my own schedule. Which has been crucial this year when my little babe’s school didn’t open this year. So yeah… now I am also homeschooling a three year old and five year old. It’s been a blessing to be so involved in their education during such a crazy time in history. We go hiking a few times a week and hunt for fossils; they are really into dinosaurs!
We all face challenges, but looking back would you describe it as a relatively smooth road?
There have been many struggles but I choose to look at them as challenges or hurtles. I have always been resulting driven, so when something isn’t working, it’s time to tweak it until it does.
A few of the MANY hurdles are…
Managing others and having a team I can trust. I’ve had stylists self-promote themselves at events I paid for, lifting business and violating codes of ethics. I’ve had stylist “turn-over”; this job isn’t forever and many of my artists are in transitional times in their lives. Getting married, moving, having babies, working on other careers, etc. The hurdle that most companies have, and I do too, is finding and keeping people who are talented AND reliable.
We’ve had complicated contracts, picky clients, crazy moms, oh and we do weddings… and that means working with brides. Managing high-stress, high pressure situations is a must, and where my psychology degree comes in handy.
This pandemic has been the biggest challenge yet for any small business owner in the events world. Most industry professionals that I have spoken with have had anywhere from a 60-90% reduction of business in 2020. Some might not survive this pandemic. I will because I have a great CPA… I might be down roughly 63% in business, but my net profit was only down 13% and the bookings are flying in. If you don’t have an amazing CPA, contact me and I will give you her info, her name is Alitcia Grueda.
AND… we touch people’s faces for a living… how can we do hair and makeup safely? We treat it like it’s a pandemic and we are medical staff; we take it seriously. Everything gets sanitized every-time, we wear PPE, we limit the amount of people in the room, keep doors and windows open if weather permits, and get tested regularly.
Can you tell our readers more about what you do and what you think sets you apart from others?
My company is AllDolledUpATX, onsite airbrush makeup and gorgeous hair. Our talent sets us apart! We are the only company that is airbrush-makeup exclusive which means that every makeup artist on the team specializes in it. It’s a rare skill and very few makeup artists do it because you can’t buy it in stores and it takes a very interested and determined person to learn it. Second is the makeup; airbrush makeup is the most dependable and gorgeous hands-free makeup application that can be as natural or as dramatic as you want it to be.
It has the best qualities: its hypoallergenic, it has an 18+ hour wear, it’s vegan and all natural, its light weight and airy, and… it photographs the BEST. Instead of reflecting light, it absorbs it for a beautiful natural glow without being shiny or having a harsh reflection. Minerals in traditional makeup actually reflect light and give a lighter or “white appearance”. Have you ever wondered why someone who looks great in-person, doesn’t always photograph well? Or their face doesn’t match their body? It’s either a bad color match, or it’s the minerals in the makeup… sometimes both! We are color experts and we love that there are over 100 different skin tones for foundation alone.
I am really proud that within this pandemic, we were able to operate safely without any COVID-19 incidences with-in our team or clients.
The AllDolledUp team is tried and true. We all have been working in the beauty industry for a long time… I don’t hire amateurs. I don’t want a huge team… I want the best team that LOVES what they do and it shows. That’s where I am at right now and it feels great!
I love that I am able to use my business to give back to the community. For the last 5 years, I’ve hosted an event called “Dolls for Dolls Charity Mingle and Toy Drive” benefitting the Austin Child Guidance Center. Austin Child Guidance Center is a non-profit focused on providing mental health services to the underprivileged community in Austin. I encourage the community to get their families involved and teach their children the spirit of giving. The 2019 event was a family event held at Austin Winery and included photos with Mr. and Mrs. Claus, holiday inspired horderves by Alfred’s Catering, and cheese platters by Antonelli cheese, hot chocolate/coffee bar, cookie decorating, glam photo booths, and an amazing raffle, and wine tasting… of course! We gather plenty of toys for all the families at ACGC.
2020 was different and I had to make the best of my limitations concerning the pandemic; an in-person event wasn’t realistic. So, for the first time ever, I tried fundraising. I was able to raise enough funds to provide three meals to the 15 families (40 people) on three different occasions in December 2020 because of community generosity. I chose family-owned, minority-owned, and black-owned restaurants that were really suffering from lack of business, especially in events. And, because other donors took care of the gifts this year, I provided a personal donation of personalized stocking stuffers for each other the 26 children of the families, most of which are recipients of sponsored mental health services. ACGC was really happy with how the event turned out.
I also work with Young Women’s Alliance as a mentor for the past few years. It’s a joy to mentor young women with big hopes and dreams. I get inspired by them! It also helps me stay fresh and inspired with my own business goals and purpose. It’s definitely a mutual relationship. I keep in touch with my mentees for as long as they need me, and I always make time for them when they need guidance. I’ve also been nominated four years in a row for the Austin Under 40 awards for the Arts & Entertainment award and was a finalist once. This last time I couldn’t apply because I am turning 40 before the award show happens but I still appreciate the nomination. I am honored to have been included in this fantastic group of young professionals all doing the most for the community.
Do you have recommendations for books, apps, blogs, etc.?
I watch hair styling YouTube videos when I have free time and I love looking at Instagram and Pinterest for new makeup looks. I like knowing what’s trendy but gear more towards classic-natural-glam makeup. I read a lot of books about leadership, client and network loyalty, community impact, entrepreneurship stories and strategies, and the Austin Business Journal- wink (my husband is the Editor). Otherwise, I am reading parenting books and home-schooling books at the moment!
Contact Info:
- Email: alldolledupatx@gmail.com
- Website: www.alldolledupatx.com
- Instagram: www.instagram.com/alldolledupatx
- Facebook: www.facebook.com/alldolledupatx
- Yelp: https://www.yelp.com/biz/alldolledup-atx-austin
Image Credits
Korey Howell Photography Group, Brio Photography, Eryn Chandler Photography, Cloud Craft Studios, Azulox photography, Katie Maxwell Photography, ManiZonoozi, Marisa Vasquez Photography,
