A desire to fill a niche

Danielle Mercer had a celebration at her business last week. It has been two years since she opened, The Attic: More than Just Makeup.

She is a licensed make-up artist. Clients do get their make-up applied here. She offers esthetic services, eyelash extensions and sells the Babor makeup and skincare line.

So what is it about the Attic that makes it about more than make-up?

“What make me different? My studio. It is a very large and multipurpose space that can accommodate large numbers of people and I adjust my services to suit the ever changing needs of my diverse clientele.”

Mercer’s business story started six years ago. At that time she was doing freelance work for television, film, theatre, commercial print and photography. She did make up for weddings, proms, gave lessons and instructed workshops.

But then she wanted to fill a niche. So she built a space where people could come to her.

The Attic was decorated with old Hollywood in mind.

“I wanted it to feel glamourous. A beautiful get away spot. Like out of one of the old Hollywood movie scenes or books. If it is cozy, customers will feel that. And, they will come back.”

Her reputation already established as a fantastic make-up artist, Mercer took that knowledge and made something big. She has created a studio where people can get ready for their weddings, get their pictures taken, have facials, sip coffee, eat snacks and of course, have their makeup done. All under one roof.

She doesn’t employ hair stylists, but clients are free to bring their own. She has the stations set up. Mirrors are hung, chaise lounges are ready for relaxing. And the lighting is perfect.

“I created the Attic to be multi-purpose. I can control what happens, the lighting is great and it is roomy. I still go to people’s homes and on sets to do makeup, but I can see the Attic becoming more popular.”

Bachelorette parties are all the rage. So are girls nights out.

“Weddings are becoming bigger. I see the Attic as filling that niche. I could host pre-events here and offer make-up lessons or workshops. Women are taking the time now to take care of themselves.”

Mercer also rents out a room for photographers and film production companies.

“Boudoir photography, wedding photography. The room is there.”

Mercer wants her studio to be the “go to” place for special occasions.

“The Attic is versatile. We are part of the community and want to be that place that grows with the needs of our clients.”

Mercer did give out a make-up tip. A trade “secret” that she lives by.

“Make-up should enhance and not be the focus of your look. You should look beautiful, but not get compliments about the make up being beautiful.”