Tatiana Answer revolutionises waxing industry

AT 32, Tatiana Answer has already worn many hats: lawyer, entrepreneur, and the visionary behind waxing salon Get Hedged JA. As the business approaches its seventh anniversary this month, this dynamic founder shared how a painful personal experience transformed into a thriving enterprise, changing Jamaica’s beauty landscape.

“I never planned to enter the beauty industry,” Answer said. “It all started with probably the worst introduction possible — a terrible waxing experience where an intimate piece of skin was torn off during my first-ever appointment.”

That traumatic initiation could have scared her away permanently. Instead, it sparked her curiosity. When she learnt that the beauticians had used traditional strip waxing — a method that adheres to hair and skin — she began researching alternatives. Her discovery of hard wax, which only grips hair while leaving skin untouched, revealed a significant gap in Jamaica’s beauty market.

“At that time, finding quality hard wax services at reasonable prices was nearly impossible in Jamaica,” she explained. “I saw an opportunity to introduce something better.”

Even the company’s name emerged from thoughtful consideration of her mission: “The term ‘hedged’ came from thinking about the slang word ‘bush’ for pubic hair. As landscapers tend to hedges with precision and care, we provide professional grooming for intimate areas.”

Answer’s enthusiasm becomes evident when discussing the technical advantages of her preferred method. “Traditional waxing uses cloth strips that can cause significant bruising,” she explained. “Hard wax has a thicker consistency and works like cling film, wrapping around each hair without adhering to the skin.”

This crucial difference creates a substantially more comfortable experience — a distinction that gave Hedged JA its competitive edge.

“While the market has evolved since we started, we were the pioneers in making hard wax accessible across Jamaica,” she said.

Launching a business at 25 requires courage. Building it into a thriving enterprise demands persistence, adaptability, and vision — qualities Answer has demonstrated in abundance.

“Running this business is like raising a child that constantly demands attention,” she said. “I started with nothing more than house calls, going from hall to hall on university campuses. As students graduated, they became ambassadors, telling their communities and workplaces about us.”

This organic growth strategy proved remarkably effective. Soon, Answer expanded beyond campus visits to house calls, often taking taxis to appointments. Eventually, she established a permanent location — a significant milestone that brought stability.

“Now we have rent to pay, but our loyal clients have transformed Hedged into something more than a business — it’s become a community built on trust and exceptional service,” she said.

Answer reveals her pragmatic approach to business growth when asked about maintaining consistent quality. “It’s fundamentally about hiring the right people and training them thoroughly,” she emphasised. “Clients need to trust that they’ll receive the same level of service, discretion, and comfort whether I’m physically present or not.”

This approach hasn’t been without challenges.

“Reducing my direct involvement, especially after my legal career development, created obstacles in attracting new clients. However, our promotional partnership with Gustazo’s proved extremely beneficial in expanding our reach,” she said.

The conversation shifted to lessons learned as a woman entrepreneur in the beauty space, and Answer didn’t mince words.

“People consistently downplay your vision,” she stated firmly. “Even though women dominate the beauty industry, your business idea is often dismissed as ‘just a little side business’.”

She continued: “Meanwhile, I’m working tirelessly behind the scenes — managing expenses and building something substantial. Many critics who have never experienced the corporate grind feel qualified to minimise what you’re creating.”

One surprising influence on Hedged JA’s inclusive philosophy came from Answer’s experience working at Hedonism Resort.

“Working at Hedonism was truly eye-opening,” she recalls. “Initially, I was shocked by the casual approach to nudity, but I soon realised it’s simply part of the environment. Body parts become just body parts. At Hedged, we embrace body positivity — all shapes and sizes are welcome here.”

The intimate nature of waxing services requires a special touch when managing client anxiety — a skill Answer has mastered.

“When people are nervous about waxing, it’s usually because they’re anticipating pain,” she explained. “I train our staff to always start with a small area for nervous clients.”

This measured approach works remarkably well: “The pain clients imagine is invariably worse than the experience. Starting small helps ease them into the process and quickly builds trust.”

With seven successful years behind her, Answer has ambitious plans for Hedged JA’s next chapter.

“I’m focusing on scaling through franchising,” she revealed.

And she highlighted a key benefit that ensures client loyalty: “We specialise in helping women who struggle with ingrown hairs and discolouration — conditions for which waxing provides an effective solution.”

Answer’s story is even more remarkable because she’s balanced her beauty business with her legal career.

“I was called to the Bar in 2021, which necessitated reducing my direct involvement with Hedged,” she said.

When asked for her motto for success, Answer responded without hesitation: “Bet on yourself.”

As for surprising aspects of running a waxing business, she offered an insightful observation: “Strangers become friends. Nudity creates an unusual bond. After a service, you develop connections with clients in ways you wouldn’t anticipate. There’s something about those vulnerable moments that builds genuine relationships.”

Even in her college years Tatiana Answer believed confidence would get her ahead in life.

Founder of Hedge JA Tatiana Answer was called to the bar in 2021.