Meet Shelley Ward | The Esthetic Collective, Licensed Esthetician & Owner

We had the good fortune of connecting with Shelley Ward and we’ve shared our conversation below.

Hi Shelley, we’d love to hear more about how you thought about starting your own business?
For me, starting my own business was about more than setting my own hours. I wanted the freedom to create something that felt true to who I am and how I believe this work should be done. I kept feeling a strong pull to move in a direction that aligned with my values, and I knew I needed the space to follow that.

I’ve always believed that the skin is connected to so much more than what we see on the surface. Whether someone comes in because of breakouts, new fine lines, or hyperpigmentation, I look at it through the lens of the whole person. Our skin reflects what’s going on inside—our nervous system, our stress, our habits. I wanted to create a space where that full connection could be acknowledged and supported.

That’s what led me to create The Esthetic Collective. It’s a place where people feel seen and cared for. Where treatments are focused on real results but also feel calming, thoughtful, and restorative. I believe in caring for the skin, but I also believe in holding space for the person inside it.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
The Esthetic Collective is a private skincare studio in Denver, North Carolina, where I offer customized treatments that focus on both results and restoration. Some clients come in with specific concerns like acne or fine lines. Others just need a quiet space to relax and feel cared for. Either way, I want them to leave knowing they did something good for their skin and for themselves.

What makes my work a little different, even if it sounds a bit cliché, is me. I really care about people. I listen closely. I pay attention to what’s said and also to what isn’t. I think that creates a space where someone can feel safe, heard, and taken care of in a deeper way.

My approach is slowly becoming more integrative as I grow and learn, both professionally and personally. I believe our skin reflects what’s going on beneath the surface. Things like stress, our nervous system, and how we’re feeling overall all play a role. I try to keep that in mind during every treatment, even while working toward very real skincare goals.

How I got here is probably a mix of timing, faith, and hard work. I was raised by an entrepreneurial father, so starting something of my own always felt possible. After going through a divorce and with my kids grown, I wanted a life that felt more aligned. I had worked in aviation for years, but I needed to be closer to home. My mom was aging and I was expecting my first grandchild. I also went back to school and earned my business degree. That was important to me, mostly to show my kids that it’s never too late to try again.

I imagined this space long before it existed. Now that it’s real, I’ve learned that building a business takes patience and vulnerability. There have been seasons of doubt and growth, sometimes all at once. I’ve also learned that I won’t be for everyone, and that’s okay. There’s room for all of us in this industry.

At the heart of it, I’m just really grateful to do work that feels honest and meaningful. I love people. I love serving them. And I’m humbled every day by the clients who choose to share a little bit of their life with me.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I live in a small town just northwest of Charlotte called Denver, North Carolina. It’s right on Lake Norman, and when friends or family visit, one of my favorite things to do is simply welcome them into my home. My patio is one of my personal happy places, so we usually start there.

At some point during their stay, I’ll usually bring them to my loft for a facial. It’s a special way for me to take care of the people I love.

For dinner or a night out, one of my new favorites in Denver is 16 Prime Steakhouse and Seafood. The food and cocktails are always amazing, and the staff makes it feel really special. I also love visiting lakeside spots like Hello Sailor in Cornelius or North Harbor Club in Davidson. Sitting by the water, especially on a sunny afternoon, is such a treat.

I enjoy supporting local small businesses, so I’ll usually plan time to shop around Denver. Some of my go-to spots are Lake Norman Olive and Vine, Awake Decor, and Your Wine Stop. And if the weather is nice, we’ll take the dogs for a walk at one of the local parks, such as Jetton Park.

It’s not a flashy itinerary, but it’s relaxed and full of meaningful places. It’s the kind of visit that feels like home.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
There are so many people who’ve shaped who I am and how I show up in my work, but my parents come to mind first. My dad taught me the value of hard work, that you’re never to old to learn, and to stay grounded in faith through every challenge. My mom showed me what it looks like to serve others with love and without hesitation—always believing the best in her children.

I also carry deep gratitude for my siblings and my children. My kids motivate me every day to become someone they’re proud of. And I’m lucky to have a handful of close friendships that have offered me quiet encouragement and unwavering support along the way.

No part of this journey has happened alone and I’m incredibly thankful for that.

Website: https://Www.salonlofts.com/shelley_ward

Instagram: https://www.instagram.com/the.esthetic.collective?igsh=aTVnZDBkcm5reW8%3D&utm_source=qr

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Image Credits
Keli McCoy Creative