A career in the oil and gas industry might seem far removed from owning a thriving beauty business, but it’s been a rewarding journey for Danielle Baptiste.
With a master’s degree in management, Baptiste was looking for a change from her career as an Indigenous relations liaison to oil and gas companies. As she evaluated new fields that would offer consistent business and opportunity for growth, the beauty industry caught her eye and after earning certifications for services like lash extensions, facials, microdermabrasion and other popular treatments, Sage Beauty was born.
“I signed up for one class to see if I liked it, then after that course I wanted to do another, then another,” she recalls.
At first, Baptiste welcomed clients to her home-based studio, but as word spread and her reputation grew, it was soon time to dive into a stand-alone location and to welcome other practitioners to meet the demand.
Looking for an area that was both close to home and underserved by other aesthetics businesses, Wetaskiwin satisfied both goals, in addition to offering easy access to Central Alberta’s neighbouring communities. After first setting up shop at the Wetaskiwin Mall, it was soon time for a larger location that could accommodate additional clients and services.
Fast-forward to 2023 and Baptiste has earned accolades from both happy clients and the local business community, and her services have expanded to include nails, beauty and special effects makeup, permanent makeup, brows and lashes from five practitioners.
“We’re local business supporting local,” Baptiste says, noting that as an Indigenous-owned business, Sage Beauty has enjoyed a warm welcome from both the Indigenous and non-Indigenous community. “And for clients, you don’t have to make the trek into the city to get the services you want.”
Earlier this year, Sage was named Start-Up Business of the Year by the Leduc, Nisku, and Wetaskiwin Regional Chamber of Commerce, and Baptiste was nominated for the prestigious Alberta Chambers of Commerce’s Indigenous Business Award of Distinction.
She’s also discovered a passion for training others in this new career she loves.
As a certified Lash Extension, Permanent Makeup and Skin Specialist Instructor, Baptiste offers certifiable training for those interested in working in other salons or spas, or following in her footsteps to start their own businesses. “Eventually I’d like to do more training,” she says. “I’ve always been a people person – I like to meet new people and talk to new people. I also like the satisfaction of helping people achieve their goals.”
This business profile is part of a series from Wetaskiwin’s Economic Development office. To learn more about initiatives to grow local business and industry, visit wetaskiwin.ca/831/Invest-Wetaskiwin