Today we’d like to introduce you to Danielle Winkels.
Hi Danielle, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
My lash journey began about 15 years ago after I graduated from esthetician school in Palm Desert, California. Soon after, I landed what felt like my dream job at a lash salon in Austin, Texas, where I completed a 30-day apprenticeship under one of only 12 master lash stylists in the country at the time. That experience changed everything for me. I had already been certified in lashes, but this training taught me the craft in a completely different way — with more artistry, intention, precision, and care.
When I moved back home to the Seattle area, I reached out to the manager of Vida Spa, a luxury Canadian spa with a location in downtown Seattle, and asked if they would be open to bringing lash extensions onto their service menu. That opportunity became the beginning of my lash career in Seattle. From there, I eventually leased my own space in downtown Seattle, right next to Nordstrom headquarters, and built my own business, The Lash Bar Seattle.
For more than a decade, lashes gave me the ability to support myself independently, build a loyal clientele, and create a business rooted in detail, beauty, and client care. I am incredibly grateful for that chapter. It taught me not only the technical side of the beauty industry, but also the business side: how to market myself, serve clients well, build trust, manage operations, and stay resilient as a solo entrepreneur.
Like many business owners, COVID changed things. That season, along with a series of personal life events, pushed me to reevaluate what I wanted my next chapter to look like. I began to feel called to take everything I had learned — lashes, business, mindset, client experience, and entrepreneurship — and turn it into education.
Today, I am evolving my business into The Lash Academy by Wink Inc., a virtual lash academy designed to teach women a high-integrity beauty skill they can use to build confidence, independence, and opportunity. My vision is global. I want to empower women around the world to learn a craft, believe in themselves, and create a business and life that gives them more freedom.
What began as a beauty service has become something much bigger for me. It is now about education, empowerment, and helping other women build something of their own.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It definitely has not always been a smooth road. One of the biggest challenges I faced was the financial pressure of maintaining a retail space as a small business owner. When you are independent and self-funded, the overhead is constant. Rent, supplies, insurance, licensing, marketing, utilities, and all the behind-the-scenes expenses add up quickly, and there is a lot of pressure to ensure the business can sustain itself month after month.
One of my most difficult experiences was dealing with an extremely challenging commercial landlord. The situation eventually escalated to court, and although I ultimately won, it was an exhausting and unnecessary experience. It taught me a lot about contracts, boundaries, documentation, resilience, and the importance of advocating for yourself as a business owner.
That experience also opened my eyes to a larger issue. In downtown areas, you can see empty storefront after empty storefront, while small businesses are often struggling to afford the cost of having a physical space. It can feel frustrating because entrepreneurs bring so much life, creativity, and community to a city, yet the cost of entry can be incredibly high.
Looking back, that challenge became part of what shaped my next chapter. It made me think differently about what a business can look like. Evolving into a virtual lash academy allows me to reduce the limitations of a physical space while expanding the reach of what I can offer. Instead of being tied to one location, I can now share my knowledge with women anywhere in the world.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
My work has always centered around one core philosophy: lash with integrity.
For me, that means creating beautiful lash extensions while always protecting the health and integrity of the natural lash. I specialize in classic lash extensions that look soft, polished, and effortless — the kind of lashes that make people wonder, “Are those real?” My goal has never been to simply apply lashes. It has been to enhance someone’s natural beauty in a way that feels elegant, comfortable, and sustainable.
I became known for detail, consistency, and a very personalized client experience. From the consultation to the final reveal, I cared deeply about how each client felt in my space. I wanted the experience to feel calm, elevated, and intentional — almost like a small beauty ritual. That level of care is what helped me build long-term client relationships and a business that supported me for more than a decade.
What sets me apart is my commitment to doing things the right way. In the lash industry, it can be tempting to rush, overextend, or prioritize dramatic results over lash health. I have always believed that the best work is beautiful and responsible. Isolation, placement, mapping, client comfort, cleanliness, and aftercare all matter.
What I am most proud of is taking something I learned as a craft and turning it into independence. Lashes gave me the ability to build my own business, support myself, and create a life through my own hands and creativity. Now, through The Lash Academy by Wink Inc., I am taking everything I have learned and turning it into education for other women.
How do you think about happiness?
Creating makes me happy. Whether I am creating beauty through lashes, creating a peaceful space, creating a business, creating educational content, or creating a new chapter in my own life, I feel most alive when I am building something with intention.
I believe creation is one of a woman’s greatest superpowers. We have the ability to take an idea, a feeling, a skill, or even a difficult season and transform it into something meaningful. That has been a huge part of my own journey — learning how to turn experience into purpose.
I am also happiest in the simple, grounding moments: a quiet morning, a good cup of coffee, a beautiful space, time to reflect, and being with my little dog, Luigio. He is my sidekick and has been such a sweet source of comfort and joy through many seasons of my life.
What makes me happy now is feeling like I am creating from a place of purpose. I love knowing that the work I am building through The Lash Academy by Wink Inc. has the potential to help other women feel capable, confident, and inspired to create something of their own.
Pricing:
- $300.00
Contact Info:
- Website: https://www.winkacademy.org
- Instagram: https://www.instagram.com/thewinkinc
- LinkedIn: https://www.linkedin.com/in/daniellewinkels
