UGA SBDC helps an Atlanta’s beauty business favorite spread its wings

Aviary Beauty + Wellness, which offers a range of services including hair care, facials, brow and waxing treatments, and virtual skincare consultations, has consistently earned recognition as one of the city’s premier beauty destinations.

Since it first opened in 2009, Aviary has been featured in Allure, InStyle and GOOP for Best Facial. Recently, The Atlantan magazine named Aviary one of the top 14 spas in Atlanta.

Building on her Old Fourth Ward salon’s success, Bransford set her sights on Atlanta’s growing Summerhill district. However, opening a second location required significant financial investment, far more than her first salon’s launch. Bransford realized she needed external funding and expert business guidance to navigate the process.

“I knew when I was opening a second location that I was going to need to use someone else’s money. It was a much bigger undertaking than the first time I opened, requiring a lot more capital,” said Bransford.

After speaking with her banker about loan requirements, Bransford learned about funding available through Invest Atlanta, the city’s economic investment authority. Her banker also introduced her to the UGA SBDC as a resource offering no-cost, expert business consulting.

In September 2020, Bransford connected with UGA SBDC District Director Ruby Riesinger who guided her through the complexities of developing a business plan and financial projections—key elements for securing investment.

“I had never put together a business plan before. It was overwhelming. I didn’t know where to start,” said Bransford. “Ruby walked me through the process step by step.”

Riesinger also brought in the expertise of consultants in the UGA SBDC DeKalb office to refine Bransford’s financial projections and strengthen her Invest Atlanta application. The team analyzed Aviary’s existing financial data, crafted five-year revenue projections and ensured the business plan met lender expectations.

“They helped me with financial projections. Spreadsheets—I don’t know how to do them. Your team over there, they’re like wizards,” Bransford said. “I had the passion and the pitch, but they helped make it convincing to the bank.”

Beyond financials, Bransford received marketing support from UGA SBDC consultants Candice Abolarin and Drew Tonsmeire, who helped her navigate the pandemic’s financial challenges. Tonsmeire guided Bransford in optimizing her business’s search engine optimization and launching an online store featuring the spa’s select independent boutique beauty brands. Abolarin helped Bransford develop new marketing strategies aimed at expanding her spa clientele and online customers.

Lisa Rackley, HR expert and area director at the UGA SBDC in Macon, assisted Bransford with human resources, including an employee handbook and required workplace policies.

“I had been in business for over 10 years, so the data was there—it just needed shaping,” Bransford said. “They helped me think about things I hadn’t considered. Expanding meant doubling my staff. My policies and procedures went from a one-page document to a comprehensive 30-page manual.”

With the UGA SBDC’s guidance, Bransford secured an Invest Atlanta loan and additional capital to open Aviary’s second location in Summerhill in 2021. The expansion resulted in 12 full-time and two part-time employees, strengthening Aviary’s presence in Atlanta’s beauty and wellness industry.

“Before working with the SBDC, I was going through the motions of being a business owner, but I wasn’t totally secure in what I was doing,” said Bransford. “They helped me sharpen both front-of-house and back-of-house operations. That gave me real confidence—I’m a business owner, and I do know what I’m doing.”

Riesinger has nothing but praise for Bransford’s drive, willingness to seek and implement guidance, and commitment to executing a plan.

“Amy’s mindset is ‘How can I make this be the best it can be? And how can we grow so that my employees have a place to work?’ She has this vision for growth that has only helped her flourish,” said Riesinger. “For someone whose business has ranked as ‘Best in Atlanta’ so many times, would you expect anything less?”