Female Founders: Pamela Hill-Grossman of Facial Aesthetics On The Five Things You Need To Thrive and Succeed as a Woman Founder
An Interview With Candice Georgiadice
It takes hard work. — When I started, I worked from 8am-8pm (or even longer). You put in long days, and you barely see traction in the beginning. Stay the course. If you were expecting it to be easier, change your mindset. And if you expect it to get easier, change your mindset. The truth is it doesn’t get easier. You just get better and more efficient at doing hard work and making hard decisions.
As a part of our series about “Why We Need More Women Founders”, I had the pleasure of interviewing Pamela Hill-Grossman RN, CANS of Facial Aesthetics.
Founder of Facial Aesthetics, the first medical spa in Colorado, Pamela Hill-Grossman RN, CANS, developed a business model that would serve a true need for professional skin care. As an accomplished educator and business woman, Pamela reflects on her early days of founding Facial Aesthetics and all that she has learned over the course of the last 30 years in business.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?
Every start has a story, and my story as the founder of the first medical spa in Colorado, Facial Aesthetics, really starts with what drove me to become a nurse. And the story is this…
I was getting ready to graduate high school and had no idea what I wanted to do. I vividly remember my father saying, “be a teacher or a nurse, and you’ll always have a job.” I didn’t want to be a teacher at the time, but I did know I wanted to find a job out of college, so I chose to attend nursing college. I felt my personality aligned to the compassion and drive it took to work in nursing.
After earning my degree, I went to work in the operating room (OR). I got married and welcomed my first child in 1981. A few years later, I found myself in a similar place as I did after high school — this time, divorced, a single mom, but the same drive and determination to do something I loved, not only for myself, but for my daughter now, too. I went back to the OR. I worked alongside a man with the sharpest skills, and most incredible patient care in the plastic surgery specialty across the nation, Dr. John A. Grossman. As fate would have it, that man would become my husband, and we’d build a business that I’d put my blood, sweat and tears into. Dr. Grossman believed I was always meant to be an entrepreneur…and deep down inside, I knew it, too.
Can you share the most interesting story that happened to you since you began leading your company?
If you told me that after I opened a medical spa I’d go on to be an author, develop two skin care lines, and create an institute for aesthetic education, I’m not sure I’d believe you — but let me tell you this story that involves an employee of many years ago and the lesson I learned about myself and employee relationships. Early on, we hired a patient care coordinator who was a real nice woman — so grateful for the job and who really counted on her hours to make ends meet at home. While working for us, her mother died. As the only child, this employee did not have family support, nor enough money to pay for a proper funeral for her mother. As a small business owner, you feel responsible for your employees, and you want to help them in any way you can, if you can. In this case, Facial Aesthetics ended up paying for the funeral of this employee’s mother. You know saying it out loud, it’s a little peculiar, but it was then that I really realized how important employees become. You treat them like family. I think sometimes people don’t believe how much they mean to the companies they work for. For some, it is just a job, but for others, it’s a real career where meaningful relationships are made and that appreciation for one another is reciprocated. Some may wonder if she still works for us today…she does not. She left within a few short months after her mother’s passing. Interestingly, I wouldn’t trade that decision for a second because of the lesson it taught me about the culture of the team and the importance of getting to know your employees and caring for them like you do your own family.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
In a business where you’re treating patients all day, especially in something as up close and personal as their skin, you treat some of their most private concerns. We had a gentleman come in one day to the clinic to remove skin tags on his abdomen. Nothing a hyfrecator couldn’t fix. I had him wait in the treatment room while I went to get the machine to perform treatment. Upon my return, there he was. All of him. He wasn’t wearing any clothes, which was a complete surprise to me considering his treatment didn’t require the need for him to disrobe completely. He thought that was the protocol. It was not. I learned in the funniest of ways how setting expectations and providing specific instructions to patients is a very important step during treatment. Communicate clearly. And if things go a little sideways… know you are the one to put things back on track.
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?
Someone who has really helped me to be successful at building my aesthetics business is my husband, and world-renowned plastic surgeon, Dr. Grossman. He was my mentor, but he was also my hype-person. He coached me, he’d tell me what I needed to hear, not what I wanted to hear, and he never stopped believing in me.
If you’re just starting in business, you’ll quickly learn that things don’t always go right. And if you’ve been in business for a long time, you’ll already know this little fact. Back in the day when we were injecting bovine collagen, we’d occasionally have a vascular event. I remember the first time this happened in my career. I was a wreck. I was so upset. Sharing it with Dr. Grossman, I’ll never forget the words out of his mouth. He said: “get over it or get out of it”. In other words: do your best, but don’t get so emotionally caught up in it that you can’t take care of your patient. Stepping away emotionally, allows you step in intellectually. If you can’t step away from the emotional part of it, you’ll lose your perspective and ability to properly take care of your patient. And this isn’t just true for healthcare. I learned quickly that it isn’t about me. It’s about my patient (or the customer, or whatever your case may be). It’s the next level of professionalism. It’s your ability to set aside your emotions and focus on who’s in front of you. When things don’t go right — be professional. He taught me this. And this is something that I teach to every single one of my providers, because preparedness is key and so is a patient-first attitude in every situation, especially in aesthetics.
Ok, thank you for that. Let’s now jump to the primary focus of our interview. According to this EY report, only about 20 percent of funded companies have women founders. This reflects great historical progress, but it also shows that more work still has to be done to empower women to create companies. In your opinion and experience what is currently holding back women from founding companies?
I think it’s a few things. The first is money. Simply securing the funds to start up the business; and not knowing where to go to secure those funds and to find the help. It’s out there and women need to educate themselves on what is available. The second is self-doubt and fear of failure. If you are timid and unsure of yourself, no one is going to believe in you. You must believe in yourself first. Third, I believe there is still a level of presumption around men vs. women. Whether its men are more like x and women are more like z — so their actions or beliefs yield certain results. You see, you start to embody those beliefs, which if negative, can be very dispiriting. Luckily for me, I was told: “You can do this. You can be successful.” I think a lot of women are told they’re not strong enough, or they’ll never make it because they aren’t enough of a risk taker. It’s so important for women to surround themselves with people who will build them up rather than break them down. It’s digging deep and having the grit to not stop until it’s exactly how you want it to be.
Can you help articulate a few things that can be done as individuals, as a society, or by the government, to help overcome those obstacles?
If the obstacle is startup money, know there is an increasing amount of support in entrepreneurship, which I love to see. Charitable institutions, stakeholders, giving programs and other agencies donate money every year to fund the needs of females to live their dreams of entrepreneurship. Apply for them. Don’t wait for someone else to do it for you. They won’t. Learning about and utilizing the many resources available helps to grow more female founded companies.
If the obstacles are self-doubt, fear or failure or comparison — I encourage you to find your circle. Especially in a time with heavy emphasis on social media and being able to connect with people without ever having met them. Be careful about how you interpret their lives and their journeys as an entrepreneur. If they don’t show you struggles, they’re not being honest. Use your social tools wisely. Surround yourself with a network of women who build you up whether it’s in your area or across the nation within your industry.
For all of you women with a dream, don’t lose your grit. Be willing to ignore the naysayers and have the drive to go on. Don’t back down to building your dreams. Dreams aren’t just for sleep. They are meant to be lived and achieved.
This might be intuitive to you as a woman founder but I think it will be helpful to spell this out. Can you share a few reasons why more women should become founders?
Because of women’s issues. Women are passionate and communicative. They are better able to address and solve issues they are passionate about. Women are connected to daily life and making things better in the now. They are natural managers. While their potential is great, the daily responsibilities of women can sometimes throw up a roadblock — but the roadblock is only an obstacle, not an end.
Women have so much to offer. They have brilliant ideas, especially as it relates to finding efficiencies for everyday life. Examples of these female founded products are: Spanx, beauty products, Rent the Runway, and among the most important…the dishwasher. Women are clever, clear, and kind. These qualities lead to their ability to not only lead but succeed.
Women need to believe in themselves. They are smart, analytical, confident, creative, profound, determined, and compassionate. They’re thinkers, learners, and problem solvers. They’re never too good to learn, even at the highest level. Women have guts.
What are the “myths” that you would like to dispel about being a founder? Can you explain what you mean?
When people hear you founded your own company they think “she has it all — it must be so easy for her.” No. That’s not the way it rolls for founders. Most of the time I went without a paycheck so I could pay my employees. People assume when they see lots of customers, or how busy your business is, that every dollar spent there goes right into your bank account. That is a huge misconception of our role in the company. As a founder, it can take some time to see personal profit. And that’s ok. That’s usually normal.
Another myth is if you’re a founder, you must be a genius. No. I have the humility to disagree. You don’t have to know everything as a founder but know that others may see or expect that of you. The most important thing is that some of my greatest successes has been to surround myself with people that are smarter than I am, and that have different strengths than I do. I think female founders are good at checking their ego and not letting it get in the way of their success.
Is everyone cut out to be a founder? In your opinion, which specific traits increase the likelihood that a person will be a successful founder and what type of person should perhaps seek a “regular job” as an employee? Can you explain what you mean?
I do not believe that everyone is cut out to be a founder. There are certain people that are content to be an employee, and those people are integral to every business. They come to work every day and make your business go. They do not inhabit that drive or ambition to develop a new company — they’re happiness comes from someplace else. Using a sports team analogy, they’re contentment comes from being part of the team. They don’t need to be named one of the captains.
I think the qualities of a founder are vision, grit, determination, and motivation, to name a few. It’s having a dream and executing on that dream. For me, founding a company fueled an inner fire. It was my will to create something that I knew would make life better for others or cause positive change in some way or another. The reasons you become a founder are almost esoteric in a way. You’ll encounter plenty of times and reasons to give up. If you take the risks, put in the work, communicate clearly and never give up — you’re likely to be successful.
Let’s not forget failure and mistakes…they’re going to happen, and you can’t be afraid of them. They’re part of the journey. Women are good at being introspective — learning from their mistakes rather than beat themselves up for what has failed.
Ok super. Here is the main question of our interview. What are your “5 Things I Wish Someone Told Me Before I Started” and why? (Please share a story or example for each.)
- It takes hard work. — When I started, I worked from 8am-8pm (or even longer). You put in long days, and you barely see traction in the beginning. Stay the course. If you were expecting it to be easier, change your mindset. And if you expect it to get easier, change your mindset. The truth is it doesn’t get easier. You just get better and more efficient at doing hard work and making hard decisions.
- Get comfortable with worry. Tears. Sleepless nights. I would worry about payroll, products ordered, if patients liked their results. I would think of things like: were the employees happy? Was I smart enough? I never questioned my ambition or grit, but I worried (that’s just me though, I’m a worrier). It’s par for the course. Find ways to manage your worry, but know it’s bound to happen, and it’s ok.
- You’ll meet some of the best people you’ll ever know. Isn’t this the truth. You meet people who give you sage advice, who provide direction and have your best interest at heart. You’ll meet and share best practices with other entrepreneurs. You’ll expand your network of not just friends, but professionals.
- Surprises will happen. Things will happen that you never imagined would. New business ventures, product line extensions, new offerings, employee departures, and even family ties within the company. I always dreamed for my daughter to follow me in the business, and my dream came true. Today my daughter is the president of Facial Aesthetics, and it is a true honor to work with her. Life surprises you. You surprise yourself. Starting a company presents new challenges every day. It keeps you on your toes and you will never be bored. No two days are the same. Embrace the surprises.
- You’ll never stop learning — And if you do, your time as an entrepreneur will be short. Learning is what opens the doors to everything. Learning about every aspect of the business from devices to industry insights, to finances, and marketing has provided me a unique skill set to expand by business. I got an “MBA” on the job. I ended up becoming a teacher (can you believe it?) and created my own training institute. I wrote a 13-book compendium about results driven skin care procedures that has been folded into the aesthetics bible written by Milady, now known as Cengage Learning. It’s amazing where keeping an open mind will take you.
How have you used your success to make the world a better place?
Giving back is so important to me. My husband and I, as well as Facial Aesthetics, are very involved in many initiatives that give back all year long. Whether it’s for the children of Ukraine through Unicef, the Marshall Fires first responders in Colorado, the Food Bank of the Rockies, women’s shelters of Denver, the American Melanoma Foundation, and many others, giving back to our community is woven into the fabric of our company. Giving back and Integrity are two of our core values at Facial Aesthetics; and I can only hope that our employees embody these two values everyday — professionally and personally. Our communities have shown us such great support and love, and we can only hope to share our time, talent, and treasures by giving back to those in need within our communities.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be? You never know what your idea can trigger.
If I could inspire a movement, it would be one of understanding your fellow man or woman. Less hate and deadly conflict. I strongly believe that we can live in a world with more resolution, communication, faith, understanding and kindness. Why can’t we try to understand first and be judgmental second? Why is there so much killing for no reason? Killing of young children?
My vision or movement would be to see the value of the difference in others. What causes hate is the failure to understand each other. Understanding and appreciating the differences in each other is the way to a better world. Regardless of color, religion, or political views, we need to be more open minded. I believe in the opportunity for young women and men to belong to something bigger than themselves. The opportunity to be more than they might be without this journey.
I believe this requires service in some capacity. A program that can help young people discover the skills, capabilities, and potential in themselves and how to serve society in a positive way. It’s that intrapersonal part of the journey — the true ability to connect, accept, and appreciate each other. This is what we are missing in our country. Guns are not the answer. Violence is not the answer. We need to be given an opportunity to learn about each other and make decisions about life while interacting with someone who is very different.
We are very blessed that some very prominent names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US with whom you would love to have a private breakfast or lunch with, and why? He or she might just see this if we tag them.
I think if I had to choose just one at the current moment, I would choose Dr. Anthony Fauci. I’d love to have a real talk with him. There is no doubt that he’s gone through a tough time in his position, especially during the pandemic — mentally, physically, and emotionally. But he has come out on the other side, and I think his career, influence, and direction over a country like ours could not have been easy, and that his story would be important.
Thank you for these fantastic insights. We greatly appreciate the time you spent on this.
Female Founders: Pamela Hill-Grossman of Facial Aesthetics On The Five Things You Need To Thrive… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.