Rising Stars: Meet Alma Mirela of Grand Rapids | Cascade

Today we’d like to introduce you to Alma Mirela

Hi Alma , thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I’ve been obsessed with beauty and makeup for as long as I can remember. It’s funny because I grew up a total tomboy—playing sports, wearing boy clothes (still do, lol)—but I’ve always had a deep love for all things beauty. My career path wasn’t exactly traditional. I worked as a traveling bartender at festivals and managed a smoke shop, so I spent a lot of time around people and learning how to connect with them.

When I was 22, COVID hit, and I lost my job. Around that same time, in 2022, I was officially diagnosed with Multiple Sclerosis—though looking back, we think I’ve actually had it since I was a kid. Thankfully, I’m in remission now, but at that point in my life, I felt completely lost. It forced me to take a step back and really think about what I wanted out of life—what would actually make me happy and fulfilled. One thing I knew for sure? I never wanted to work for someone else again. I wanted to create something of my own.

At the time, I was still getting my lashes done regularly, and one day, it just clicked—why not learn how to do them myself? So, during lockdown, I ordered a lash kit off Amazon, started practicing like crazy, and binge-watched every YouTube tutorial I could find. The more I practiced, the more I realized this could actually be my career. I started researching aesthetician schools, enrolled in a program, and within five months, I had built up my clientele just by promoting myself nonstop. A month before I even graduated, I signed my first private studio lease and went completely solo. That’s how Rival Esthetics (formerly Rival Beauty) was born.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
One of the biggest struggles I faced when opening my businesses was dealing with incredible anxiety—the constant fear that it wouldn’t work out. Despite that, I’m so thankful that I have an unwavering belief in myself, even if it’s almost borderline delusional (haha). That mindset has been my greatest weapon against the mental warfare that comes with chasing a vision without a clear roadmap. It’s tough not always knowing the exact steps to take, but I’ve learned that you have to trust yourself and keep pushing forward. Finding the right people to work with—people who truly understand and align with your vision—is another challenge. Clients will come and go, some months are easier than others, and the financial ups and downs can be unpredictable. But as an entrepreneur, you have to have grit and persistence to push through every hardship. There’s no guaranteed path to success, but if you refuse to quit, you’ll find a way to make it happen.

Can you tell our readers more about what you do and what you think sets you apart from others?
I did lash extensions for a few years before falling in love with permanent makeup. There’s something about the precision and artistry of it that I really connected with. Seeing how my work could boost someone’s confidence made me even more passionate. I learned how to do powder brows, which took off quickly, and now I’m offering Scalp Micropigmentation—a highly effective hair loss solution. There are only a few of us in West Michigan who specialize in this, and I’m proud to be one of them.

Alright, so to wrap up, is there anything else you’d like to share with us?
Last year, I started thinking bigger. I’ve always been aware of how many tattoo artists get taken advantage of—some shop owners take insane commissions, sometimes 50% or more, leaving artists struggling to make a living. I wanted to create a space where artists could do what they love without feeling exploited. A space where they’re treated with respect.

That’s when Rival Studios was born. It honestly felt like fate—the building found me before I even started looking. My phone number got passed to the owner, and the space wasn’t even listed for rent. When I shared my vision, he believed in me immediately. There wasn’t a single independent artist-driven tattoo studio in Cascade or Ada, so I knew this was the perfect place to bring this dream to life. I wanted the studio to feel like a lounge—warm, welcoming, and nothing like the intimidating, outdated feel of some traditional shops. Every artist who has joined Rival Studios so far has been an amazing addition, and I feel incredibly lucky to provide them with a space where their creativity and careers can thrive.

I still have my manifestation journal where I wrote down the entire vision for Rival Studios and Rival Esthetics, and it blows my mind how quickly everything became real. I always tell my artists, “I manifested you!”—and I truly believe that.

Now, my focus is on giving back and helping others build their own paths. I’m working on expanding my in-person courses for permanent makeup and scalp micropigmentation, helping people who want to switch careers or start something new. Whether it’s through my services—helping people feel more confident—or through education, I want to continue making an impact in this industry.

Eventually, I see Rival Studios expanding to more locations and Rival Esthetics growing even further. This is just the beginning, and I can’t wait to see where it all goes.

Pricing:

• Lash Extensions- $185 | Any Style Set
• Powder Brows – $400
• Scalp Micropigmentation – $850 / Full Head Session

Contact Info:

• Website: https://rivalesthetics.com
• Instagram: https://Instagram.com/_rivalesthetics
• Facebook: https://www.facebook.com/share/1Wuh7wdCnP/?mibextid=wwXIfr