Shay is the owner and Artist behind Shay Danielle Permanent Makeup. She has 10 years industry experience. You can view her work on Instagram @ShayDanielle.PMU and book with her below.
SHAY DANIELLE, Owner
This is me, Shay Danielle. Mom. Wife. Entrepreneur and beauty enthusiast.
For as long as I can remember, I was intrigued with everything beauty….I won't get into the time I was 4 years old and thought it was a great idea to use my mom’s nail clear polish on my best friend's eyebrows to make them “shinier”, but since then, I've come a long way!
I’ve always had a passion for art within me and my canvas of choice just happened to be people and faces. Prior to entering the esthetic industry, I worked as a flight attendant, traveled the world and met many inspiring people. Though it had its perks, something was still missing, so I decided to do something for me.
I decided to spend my days off training to become a licensed Aesthetician with the simple goal of treating my family and friends to an aesthetic service from time to time and perhaps get a referral or two out of the deal.
There is nothing like doing something you love as a career. ‘Work’ doesn’t have to feel like ‘work’ when it’s something you enjoy every day. Changing my career path changed my life for the better. Life is too short after all.
Within a year, word of mouth alone had overwhelmed me and it was time to make a choice to commit. I chose to follow the path that would make me happy and establish the brand Shay Danielle PMU in Calgary Alberta and now Shay Danielle Academy.
That choice that would wake me up with excitement every morning. Was I scared? Absolutely! Leaving a job that provides you with a steady income is nerve wracking, to say the least and building a business from the ground up is equally as intimidating. I felt like I was making the right choice but at that moment, I did not know the enormous impact it would have on my life.
The next few years were spent with amazing clients and nurturing my continuing education. A decade ago, well before the “microblading” trend took off, I came across a service gaining popularity in Europe and Asia called "brow feathering”. Nobody knew what it was, but I was so intrigued. So I sought out a local training company that specialized in permanent cosmetics. Fast forward 5 years and here we are. I have built a business, where I not only specialize in cosmetic tattooing, but I also specialize in making women feel beautiful, making them smile, and building their confidence.
After 10 years in the industry, I am still learning new things on a daily basis. I know from experience that a 1-day program does not prepare anyone for the obstacles they will face in this industry. In 2017, I launched Shay Danielle Academy. I have put my heart and soul into raising the standards of training so that it is more robust for new artists.
At my studio, we pride ourselves on using the best when it comes to sterility of our blades as well as practice materials for the students of Shay Danielle Academy. There is absolutely no need to compromise quality or standards when it comes to my client’s experience. Knowing that I can provide the best quality and results has been such a rewarding experience.
The women I have met during my career have left lasting impressions on me. They’ve been affected by cancer, alopecia, hypothyroidism and awful health issues. The severe and negative impact on a person’s self-confidence is no match for the positive way I make my clients feel. Having clients tell me I've changed their lives is an incredibly humbling feeling, but the truth is, they've changed my life. Without my beautiful clients and their continuous referrals, I would not be able to wake up every morning and do something that I love so much. This industry has taken me to places that I thought were unimaginable. The sky’s the limit when you work in a field that you love, and you never hate Mondays. Cosmetic tattooing is certainly one of my true loves.