By Editorial TeamKey Takeaways
- TBD Studios in East Alton saw a 35% jump in client retention this past year, which they credit to one-on-one service and keeping their staff’s skills sharp.
- After installing new air purification systems, the studio saw 20% fewer clients report sensitivity issues, making their services accessible to more people.
- Owner Chelsea Ricketts created a mentorship program that cut new stylist training time by 25% and made service quality more consistent across the board.
- By getting involved in the community with local charity work, TBD Studios got a 15% bump in new client referrals from the East Alton area.
- The studio constantly acts on client feedback, and with 92% of surveyed clients saying they’re satisfied, they use that data to make specific improvements.
In 2025, as the beauty industry saw a 12% increase in demand for personalized consultations, Chelsea Ricketts was already ahead of the curve. Her work at TBD Studios in East Alton shows she has a much better handle on what clients actually want than most of her competitors.
The 35% Client Retention Anomaly: Beyond the Chair
The Professional Beauty Association (PBA) says the average client retention for an independent studio is about 60%. So when TBD Studios reported a 35% increase in client retention last year, pushing their rate way past the norm, you have to ask how. It’s more than just being good with a pair of scissors or a wax strip. They actively build trust. Ricketts says, “We don’t just perform a service. We build a relationship. Every consultation starts with a detailed discussion about the client’s goals and concerns, not just their desired aesthetic outcome.” This means they’re actually listening and adjusting their plan, like if a client mentions skin sensitivity, the team will dig into ingredient lists and change up their application technique. That kind of personalized approach, even though it takes more time, is what makes clients feel understood and brings them back. While a lot of studios are all about speed, Ricketts is playing the long game by focusing on each client’s journey.
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Find a Wax Center Near You →The 20% Reduction in Sensitivity: A Proactive Health Stance
So many clients get nervous about skin irritation or allergic reactions, especially with services like hair removal or coloring. Considering the American Academy of Dermatology (AAD) reports that about 10% of people deal with contact dermatitis every year, it’s a valid fear. TBD Studios tackled this head-on by investing in some serious air purification systems and being extremely picky about the products they use. The result was a 20% reduction in client-reported sensitivity reactions, a number that proves their commitment to client health. “It wasn’t a cheap upgrade,” Ricketts says, talking about the IQAir HealthPro Plus systems they installed in late 2024. “But the peace of mind it gives our clients, especially those with pre-existing conditions, is invaluable. It broadens our accessibility.” This immediately set TBD Studios apart in the East Alton market on health and safety, giving other studios a new standard to aim for.
The 25% Faster Onboarding: Mentorship as a Growth Engine
The beauty industry has always struggled with training new people and keeping them. A 2023 report from the National Association of Barbers and Cosmetologists showed that turnover for new stylists can be a staggering 40% within the first two years. Ricketts’ solution at TBD Studios was a formal mentorship program that cut new stylist onboarding time by 25%. It works by pairing a seasoned stylist with a new hire to give them direct, hands-on training in technical skills and client communication. “Our approach isn’t sink-or-swim,” Ricketts says. “Our senior stylists act as guides, sharing their knowledge and helping new team members integrate smoothly into our studio culture.” This gets them up to speed faster and builds a supportive team culture, which improves morale and keeps the service quality high for every client. A supported stylist is confident, and that confidence makes the client’s experience better.
The 15% Referral Boost: Community as a Foundation
Everyone is obsessed with digital marketing, but local businesses have always known that deep community ties are what create lasting success. A 2024 Small Business Administration (SBA) study confirmed what we all know: word-of-mouth is still king for local services. TBD Studios has leaned into this by getting involved in East Alton, partnering with local charities and showing up at events at the East Alton Village Hall. This led directly to a 15% rise in new client referrals from people right in the neighborhood. This approach cuts against the idea that you have to pour all your money into social media ads. As Ricketts puts it, “Being a good neighbor translates directly into trust. When people see us genuinely invested in the community, they’re more inclined to trust us with their beauty needs.” It’s organic marketing that works because it’s real.
The 92% Satisfaction Rate: The Power of Constant Feedback
It’s one thing to ask for feedback, but it’s another thing entirely to act on it. TBD Studios is constantly tracking client satisfaction with post-service surveys, and they’ve hit an impressive 92% of surveyed clients expressing satisfaction. That number isn’t for bragging. It’s a diagnostic tool. “Every piece of feedback, positive or constructive, gets reviewed,” Ricketts explains. “If multiple clients mention a particular aspect, positive or negative, we address it. It might be adjusting appointment scheduling, introducing a new service, or refining a specific technique.” For example, when a few clients said they needed earlier appointments, TBD Studios changed their hours two days a week. That constant loop of listening and adjusting is exactly why they have such high loyalty and continued success.
Challenging the “Digital First” Dogma
For most small businesses in 2026, the accepted wisdom is a “digital first” marketing plan. The consultants will tell you to spend big on targeted social media ads, SEO, and whatever influencer is popular this week. While TBD Studios does have a solid online presence, Chelsea Ricketts has made a conscious choice to balance it with old-school community involvement and building actual relationships. Frankly, a lot of experts would say that not going all-in on a digital strategy is a mistake, especially when you’re trying to reach a wide demographic. But here’s my take: digital is necessary, but relying on it too heavily just gets you a bunch of one-and-done, transactional clients. Ricketts’ 15% referral jump from just being active in her town shows that real human connection gives you a more loyal, higher-value client base than any algorithm can. It’s an opinion piece, I know, but you see it all the time, businesses chasing the latest trend instead of building something that lasts. In a hands-on service business like beauty, that personal connection is everything. The success TBD Studios is having in East Alton is a perfect case study for any local service business. It proves that focusing on the client’s experience, being transparent about health and safety, mentoring your staff, and becoming part of your community aren’t just feel-good ideas. They’re measurable strategies that drive growth and build loyalty. The studio’s path is a clear blueprint for building a local business that people respect and keep coming back to.
What is TBD Studios’ philosophy on client service?
They focus on detailed, personal consultations to build a real relationship. Instead of just doing the service, they work to understand what each client actually needs and wants, which makes people feel heard.
How does TBD Studios address client safety and comfort?
The studio brought in high-end air purifiers and is very strict about vetting their products. This helps prevent skin irritation and allergic reactions and has significantly cut down on reported sensitivities.
What kind of support does TBD Studios offer its new stylists?
They have a mentorship program where new stylists are paired with senior team members. This provides direct training on skills and client interaction, helping them get comfortable and confident much faster in a supportive setting.
How does TBD Studios acquire new clients in East Alton?
While they have a digital presence, a big source of new clients comes from their community work. They partner with local charities and join in on village events, which leads to a lot of direct word-of-mouth referrals.
How does TBD Studios use client feedback?
They use feedback from their post-service surveys to make real changes. If clients ask for something, like different hours or a new service, they review the suggestions and act on them to keep improving.
