NYIB: We have our fabulous owner, and innovative trendsetter, Ms. Linda Giardinello
I am so excited to sit here with you and learn more about how New York Institute of Beauty came to be, and all that you have done to ensure its success as we hit 20 years!
To start off, tell us a little about yourself and the life you led prior to opening NYIB.
LINDA: Well, I went to the Fashion Institute of Technology and I graduated in 1989 with a marketing degree. It was my intention after graduating from FIT to do marketing for the fashion industry. I did work for a while doing that, but I just didn’t really love the industry. I loved fashion, I still do, but I wasn’t in love with the other parts. So, I started to wonder what else was out there.
NYIB: How did you end up getting involved in the Beauty industry?
LINDA: My family was involved in the beauty industry and owned a small makeup school in Hicksville. My mother had always encouraged me to get involved with it, but in typical child fashion I refused and said no way. Eventually, she convinced me to go to a trade show just to see what it was all about.
NYIB: And how was that experience for you?
LINDA: As soon as I walked through the door, everyone there was just so nice and so welcoming. They were smiling and giving out free samples. And I was stunned, I actually wondered if they knew my mom and she made them act that friendly. But no, they didn’t know my mom, the industry was just that nice. Then I assumed it was just THAT show that was like that. But when I went to my next trade show it was the exact same experience.
NYIB: Sounds like a different vibe than maybe what you had been used to in fashion?
LINDA: Oh, absolutely. And the more I thought about it, the more I was like, “Well, if you’re going to spend the rest of your life in an industry and go to work every day, wouldn’t it be nice to be around people you enjoy?” So, I left the fashion industry and tried to figure out where I fit in within the beauty industry. I wasn’t a cosmetologist, and I didn’t want to become one, so where could I go?
NYIB: If your goal wasn’t to get the technical skill, what goal did you end up creating?
LINDA: Well, I could clearly see the crossover between fashion and beauty. Their trends are established together, yet 20 years ago they were still very separate. And I found that I didn’t care for the reputation of the cosmetology schools, or the idea of the type of student that went to cosmetology school. They treated beauty school as if that was the default education. In particular, it was pushed as the option for women who didn’t want to do college.
NYIB: What was it about the cosmetology schools’ reputation that you didn’t like?
LINDA: Well, these students got to school, and it wasn’t everything they wanted, it was very Grease “beauty-school-dropout.” It was negative, and I didn’t like it. So, because I graduated from FIT, I had a bit of a vocational training already. FIT is a school of technology, and while it was a state college and I got a degree, it really is a vocational school at its heart. They really are preparing you to go to work, not just understanding concepts. So, because I had that experience I was thinking it would be great if the beauty industry could experience that quality of education where we could combine academic with vocation.
NYIB: What led you to then wanting to get into Esthetics instead of sticking with Cosmetology?
LINDA: I could see that skin care and makeup, those 2 parts of cosmetology, were really starting to kick off. And the Esthetics program was developed in the early 90s, so it was still new and underutilized. In Suffolk county there really were hardly any spas. The idea of going for facials or getting your makeup done professionally was for rich people, not the norm. But I could see the trend changing, and I wanted to be in on that.
NYIB: And then you decided to develop an Esthetics school?
LINDA: Well, my thought was that if I wanted to be in this industry and I am not actually a technician, then maybe I could put together something to give that particular student the opportunity to have an education that was well respected, and that when they graduated they could open up their own business. They could have the opportunity to be successful in whatever their passion is. At that time, esthetics was an afterthought of cosmetology, and I wanted them to have the chance to have a career, support themselves, and have a family if they chose to. They could decide to have it as a full-blown career, or a side gig. They could travel the world. Just do whatever they wanted to do. But I wanted it to be their choice. So, I decided to do it.
NYIB: How did having parents who owned a makeup school help you through that process?
LINDA: I took the time to learn everything I could. I went and studied my parents’ school. I took the chance to learn more how to actually run a school, to understand better the business aspect. It was a small school, but it was nice. But I do remember looking around and thinking to myself that I could do this bigger and better.
NYIB: And you ended up going East?
LINDA: So, I opened up our school in Suffolk County because there were no esthetics schools at all here. We got everything open in 1998.
NYIB: How exciting! What happened next?
LINDA: From the day we put our ad in the yellow pages (remember-this was 1998! No Google just yet!) the phone just started ringing off the hook. The students that I got in were actually not the students that I was expecting. The students that I got were between the ages of 25 and 40, and it was 80% people who graduated college, did everything they were supposed to do, listened to their parents, but then came to me and said, “Now I want to do what I always wanted to do.” And we were off to the races from there. My first student was Nancy Smith, and in a lot of ways she was really who our market was. It was people wanting to follow their passion, some of whom needed to reinvent their life, to create their own income. So that’s kind of how it all got started.
NYIB: Now, you weren’t always “New York Institute of Beauty” correct?
LINDA: No, originally, we had the same name as my parents’ makeup school. When they eventually retired, I bought out their share and I decided to rename it. With my marketing background, I felt that New York Institute of Beauty, in the long run, would be more marketable. With the addition of the internet, and social media, the name really did prove to be very successful for marketing. We have had people come here from all over the world because they want their certificate to say New York Institute of Beauty. It matters to them.
NYIB: Do you believe that because you are not a technician yourself, that it’s that outside perspective that helped you make the necessary changes to beauty school and ensured it would be successful 20 years later?
LINDA: So, I think there were some struggles because I never went through a cosmetology or esthetics program. I had to learn a lot of technical components. But I do believe that because I didn’t come through the ranks I could be objective and look at it from the outside. I had a very academic perspective instead of all technical. I do believe that one of the challenges that cosmetology schools have had is that the way they deliver their material and run their school, it’s from a technical perspective. That is definitely important, but when you need to make sure that your company will be around 20 years later, you need to have that ability to look at the business itself and make sure that what you present and teach will sustain.
NYIB: Which is why you’re so big on constantly having workshops and free classes that go above and beyond just State Board information?
LINDA: Absolutely. The curriculum that we have for our state board program is given to us by New York state. So, we do have limitations on what we can offer on that. Now the industry changes all the time, so how can we make sure that our students are getting the most updated info? I want to make sure that they are always on the cutting edge. So, we offer tons of free workshops so they can participate and understand what is happening. At the same time, they can use these workshops to network. We are bringing in industry experts to talk about these things, so our students and graduates have this great chance to grow their own careers. And that in turns does help us. We want our people to be as successful as possible. We want to produce the most successful people.
NYIB: Would this be another reason why you went through all the effort to develop an Advanced Esthetics program?
LINDA: The idea behind Advanced Esthetics was really demanded from the industry itself because so many of our estheticians were graduating and going to work in the clinical esthetics field and in physician’s offices. What we found was that our estheticians who were working side by side with medical people were speaking different languages. And that was because within the state board program, it isn’t part of the curriculum. We decided as a staff that in order to give our graduates the best opportunity to be successful and to demand higher salaries, if they could walk into an office already prepared in the same way that the rest of the staff was prepared, then they would need less training and could do well from the beginning. Sure, they need to be trained on the specific way that office was run, but the core theory of it all they would know well. We felt the industry needed this, and our students wanted it too. It was exciting to develop this with our lead teacher at the time who was going through nursing. Her experience and education helped to mirror the curriculum a lot.
NYIB: In the past I know we have offered individualized classes. What really is the benefit of a whole curriculum that is approved by New York State?
LINDA: When you go through an entire curriculum that is approved by the State, you can be sure that it will flow a certain way, that the information will all be what you can use and do. You can take a class or workshop in anything, but it doesn’t mean that you can do it or perform it. We made sure that anything that we were teaching in our Advanced Esthetics was what they can do in the field, what they can profit from, and they could be sure that they could be covered under insurances. It’s a controlled environment. It is legitimate. And it’s all at one time, it’s cohesive. They can always come back and ask questions.
NYIB: What makes New York Institute of Beauty different from other Esthetics schools?
LINDA: So, New York State gives every esthetics school the same curriculum to follow, but it’s up to each school to decide how they want to deliver their material. What they do above the minimum is up to them. Of course, we deliver our theory according to State regulation and we have a working clinic so that the students are able to take clients. It prepares for working in the field while at the same time building a resume. They build it based on the different services that they learn here at school, here specifically using Dermalogica products. They have the added benefit of the additional education that Dermalogica offers. We are also in a partnership with Make-Up Designory, so we have additional education that they offer to our staff which we can offer to students. Our Advanced Esthetics students also learn using the PCA Skincare line.
NYIB: Do you find it’s important to have partnerships with companies with such longevity and prestige?
LINDA: Yes of course. The reason why is because the school that you choose to attend as a student has a brand. And you as a student, as a graduate, you have a brand. So, you want to make sure that you match. We get that. It’s important that the quality of the companies that we align with is high. We have our own standards for who we want to begin partnerships with. Brands like Dermalogica, like PCA Skin, like MUD, they align with our brand and with our quality. When you come to NYIB, a student should feel confident that what they learn on is prevalent in the field, it will distinguish hem. It’s all professional. It was important for us as a school to align ourselves with certain brands and I think it’s important for future students to think of these things.
NYIB: Do you think your marketing background helped you to understand the need for students to identify themselves as a brand?
LINDA: I think it’s definitely one thing that makes us unique. It’s been my experience that a lot of people who open up schools come from a technical background, and the one thing that they don’t always have is the business background. A lot of time they don’t understand the importance of marketing or brand building.
NYIB: How did that need for branding play a role in developing the Make Up Team?
LINDA: The NYIB Make Up Team is part of what makes us different. We recognized that in our makeup programs, we had all these great artists who did not know how to market themselves. They didn’t know how to get themselves to New York Fashion Week, how to book photoshoots, to get professional experience. So since I do have that background, and since I come from fashion, I saw that I could bring my students there. I had that advantage. From that, the NYIB Make Up Team was born. And that has been a huge success. And it is a big part of what makes us stand out. There are other schools that have makeup programs, that might send their students to different shows, but for us we developed a team. We as a team produce backstage, and have so many amazing relationships built that our students could use for networking purposes. And when we do go to these events we walk in, we bring film crews, photographers, we recruit from our partner hair school, it’s an entire package. So it’s been a major success
NYIB: Would you find that the team allows for not only hands on experience, but also a better understanding on how the backstage operates?
LINDA: Of course. What we did was basically create our own apprenticeship program. It officially isn’t one, but it acts like one. It gives them the chance to learn what to expect, how to build a portfolio, to network with producers, designers, filmmakers, and models. These are opportunities they may not have gotten otherwise. It’s definitely a point of difference.
NYIB: The need for this type of apprenticeship, would you say that it is partly due to the fact that the licensing program only offers so much?
LINDA: Yes. At school when you’re teaching State-Board, you’re teaching to pass a test. And we do need to do that do it well. But what happens when you pass the test? I always thought there was a responsibility to the student to ensure that we prepare them to be successful AFTER they pass the test as well. So, it’s important to us at New York Institute of Beauty that our graduates become successful professionals, not just that they pass the test.
NYIB: The Make Up Team has done a ton in the entertainment and fashion industries, but you also participate a lot in charity events too, correct?
LINDA: Oh, it’s definitely not all about fashion and entertainment. We give a lot back, it’s very important to us. When we started the Make Up Team, we saw a great opportunity to become involved in different charities. Our first year we raised about $50,000. Last year in 2017, we helped to raise over 3 million dollars.
NYIB: That definitely helps to combat the stereotype that everything we do is shallow.
LINDA: Oh, it does. There is a saying that beauty changes lives, and when we have the opportunity to take our team to a prom for children battling cancer we jump on it. We get to help make them feel good and confident, and allow them to enjoy a night where they feel normal and give them a break from everything they are going through. That changes that child’s life.
There is a part of beauty that is just about saying, “Hey I want to look good!” but there is also a part of it that is about feeling good. And to give that to children? Yes.
NYIB: What does the Make Up Team do long term for our graduates?
LINDA: With the team, it’s all about setting them up for the long term. With makeup in particular, a lot of what determines your success is proof, so your portfolio. The team’s major benefit is that. You come with us to New York Fashion Week, and you’re working on professional models, you are able to have pictures that showcase what you did. It’s versatility, it’s achieving different looks on all different people.
NYIB: Speaking of professionalism, this school also helps to build true professionals. In a world full of self-taught artists on YouTube and Instagram, the proper education that is taught here seems to help to set them apart.
LINDA: Absolutely. A lot of times what we find from someone who hasn’t had proper training is a lack of understanding fundamentals. It’s an inability to work on models or clients of all different skin tones and shapes. They don’t know how to translate a designer’s vision, or grasp the differences in makeup application for film versus bridal. Their skills are limited, they get great at that one look. It’s that investment in your education that separates you.
It’s part of why we do all the free workshops. It’s bringing industry professionals, artists with years of experience, union backgrounds, all in to share a bit of what they know and demonstrate the difference. They are always 100% complimentary. Some are large, we have had zombie workshops with well over 120 people, and we also have had smaller more intimate classes with 20 attendees. We do workshops for skin care, too.
NYIB: Are these workshops just for students?
LINDA: Not at all. While they are a great way for students to get further education, they’re also great for someone who isn’t quite sure if they want to get involved in the industry yet. It gives them an idea of it. They can speak to teachers, speak with students, and research further if this is what they want to do. Our admissions team is always there, so prospective students are able to set up tours right then and there.
NYIB: You have spent 20 years changing the face of beauty school. What’s the future look like for New York Institute of Beauty?
LINDA: It’s continuing to take beauty education to the next level. Growing past the spa. I think Advanced Esthetics has done a good job of being a great first step, but there is also continuing growth of fashion with beauty. Those are two major tracks that we see. The next phase is developing both of those further.
With skin care, we are getting into oncology esthetics and working even more hand in hand with medical industry under the premise that physician treats disease and the esthetician treats the person. With makeup, we are developing the team even further, developing more contacts. We are starting to get further into film and tv. We have directors calling us for their movies. So, it’s moving into even more entertainment industry, which will be a great next phase. We have worked with quite a few celebrities at this point, Hollywood costume designers, some major networks like BRAVO, CBS, NBC. It’s all very exciting for us because even though we are not in the heart of NYC, we are still so close that it doesn’t stop us. Our students have been great about not letting it stop them. 100% we are going to keep it going.
NYIB: I want to thank Linda for taking the time out to meet with me and do this interview. It may have taken 4 separate get togethers to finish, but it was definitely worth it! We congratulate her on her amazing accomplishments, and look forward to being a part of the next 20 years of success!
If you want to get more information on becoming a part of the ever-growing beauty industry, give New York Institute of Beauty a call at (631) 582 4737. Our Admissions Team would love to set up a tour to go over all our programs!
