What if building a business didn’t come down to doing more… but to doing the right things, in the right way, with enough time to let them work?
In this episode of the Built By Her Podcast, Georgie sits down with Verena, founder of Fox and Doe, a private lash studio based in Cheltenham, to talk about building a business with intention, clarity, and self-trust.
With a background in finance and project management, Verena’s route into the beauty industry wasn’t the obvious one. But what she’s built is a brilliant example of how creative businesses can thrive when they’re rooted in strong systems, thoughtful positioning, and a really clear understanding of what makes them different.
From launching a bespoke lash studio alongside a corporate career, to navigating the silence that can come at the start of any business, Verena shares a refreshingly honest look at what it takes to grow something slowly, strategically, and in a way that actually aligns with who you are.
This is a real conversation about momentum, perfectionism, visibility, marketing, and learning how to focus on the things that are actually in your control.
In this episode, we talk about:
✨ Building a business alongside a full-time corporate role
✨ Moving from finance and project management into the beauty industry
✨ Why simple systems and clear priorities matter so much
✨ How to stay focused when growth feels slow at the start
✨ Letting go of perfectionism and taking action faster
✨ Why social media doesn’t have to be your whole marketing strategy
✨ Finding ways to market your business that actually suit your strengths
✨ The importance of testing ideas and failing quickly
✨ Giving your business enough time to breathe before judging it too soon
✨ Creating a client experience that feels personal, safe, and genuinely bespoke
✨ The thinking behind Fox and Doe’s facial mapping approach
✨ Why consultation, trust, and lash health sit at the heart of the service
About Verena:
Verena is the founder of Fox and Doe, a private lash studio in Cheltenham offering bespoke, natural lash enhancements with a strong focus on client care, consultation, and thoughtful design.
With a background in finance and project management, she brings a unique blend of structure and creativity to her business — combining high standards, clear systems, and a personalised approach to create an experience that feels both luxurious and considered.
Her work is rooted in the belief that beauty treatments should feel collaborative, calm, and tailored to the individual, helping clients feel like the best version of themselves without overpowering what’s already there.
Website: foxanddoe.co.uk
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🎙️ Hosted by Georgina McDonald founder of G R Design Studio
🌐 Website: https://www.grdesignstudio.co.uk/
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🎧 Produced by Richard Lannen at Nozzle Media
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📸 https://www.instagram.com/nozzlemedia
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