BUSINESS SPOTLIGHT: Aura Beauty Studio

DECORAH — Aura Beauty Studio will celebrate its grand opening on Saturday, April 11, from noon to 3 p.m. at 109 E. Water St. Open since September 2025, Aura Beauty Studio offers customized facials, brows, lashes, waxing and professional makeup services in a welcoming, thoughtfully designed space. Each appointment is one-on-one, allowing you to slow down, relax and enjoy a little time for yourself while receiving results-driven treatments tailored just for you. Owner and licensed esthetician Sara Meyer spoke with DecorahNews.com about her experience opening Aura Beauty Studio. DN: What inspired you to start this business? SM: My business was created from a deep passion for beauty, connection and creating a meaningful experience for others. After pursuing esthetics, I realized how impactful it is when someone feels seen, cared for and confident in their own skin. That inspired me to build a space in Decorah that feels both welcoming and elevated for my clients. DN: What is your background and how did you develop your skill set? SM: I graduated from Decorah High School in 2012 and also received my bachelor's degree from Luther College in 2016. Last year, I pursued my education in esthetics and graduated from The Salon Professional Academy in Onalaska, Wis. and became a Licensed Esthetician in both Wisconsin and Iowa. Before becoming an esthetician, I worked in various roles that centered around customer service, which taught me the importance of connection, trust, attention to detail and helped me develop strong communication skills and a deep understanding of what makes a great client experience. I then followed my passion for beauty and attended esthetics school, where I gained training in skincare, brows, lashes, waxing and makeup artistry. Since graduating, I've continued to refine my skills through hands-on experience, continued education and a commitment to always learning and evolving in the industry. I've built my approach around not only delivering high-quality, results-driven services, but also creating an environment where clients feel comfortable, confident and genuinely cared for. DN: Tell us how you market your business to grow sales. SM: I market my business primarily through a combination of social media, word-of-mouth and building strong relationships within the community. I focus on creating a positive, personalized experience for each client, which naturally leads to referrals and repeat business. I also stay active locally by participating in events and collaborating with other small businesses in the area DN: What has been the biggest challenge that you were able to solve? How did you do it? SM: One of the biggest challenges I faced when starting Aura Beauty Studio was building consistency. In the beginning, there are a lot of unknowns, and you really have to trust the process. I focused on showing up every day, staying consistent with social media, and putting a lot of care into each client experience. Over time, that led to repeat clients, referrals and a growing sense of stability in my business. DN: What inspires you to get out of bed every morning? SM: I'm inspired by the people I get to see every day. Being able to help someone feel more confident, relaxed, and taken care of is incredibly rewarding. I also feel really motivated knowing I'm building something of my own and watching it grow. It makes all the hard work worth it. DN: What are the one or two things within your business that you need to improve upon over the next 12 months? SM: Over the next year, I'm really focused on building more consistency in my schedule and continuing to grow my client base. As a solo business owner, that means staying consistent with marketing, strengthening client relationships, and creating experiences that keep people coming back. I'm always looking for ways to improve my services and client experience. DN: What interesting fact about your business don't most people know? SM: One thing people might not realize is how much intention goes into every detail at Aura Beauty Studio, from the services themselves to the atmosphere of the space. It's not just about beauty treatments, it's about creating an experience where clients can truly slow down, relax, and feel taken care of. DN: When you're not working, what is your favorite thing to do? SM: Outside of Aura, I love taking advantage of everything Decorah has to offer, such as trying the local foodie spots, grabbing a coffee, and getting outside whenever I can. Editor's note: Business Spotlights are produced by the newsroom of DecorahNews.com and are not a paid advertisement. The goal is to recognize area businesses by telling their stories. It is challenging to be an entrepreneur, regardless of the type or age of the business. DecorahNews.com recognizes the huge role that businesses play in our rural communities. If you own a business in Decorah or Winneshiek county and would like to be considered for an upcoming Business Spotlight, tell us about your business here.