more
than
smooth
The story & passion behind Southern Smooth Wax Studio and owner, Daniella.
Meet The Owner, Daniella
With nearly 13 years of experience in the beauty industry, Daniella’s career began in New York, where she trained at Atelier and landed her first job at a busy New York City waxing studio.
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Going from brand new to waxing as many as 40 clients a day gave her the hands-on experience that helped shape the confident, skilled wax specialist she is today. Since then, she has held licenses in New York, California, Virginia and Florida.
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What Daniella loves most about her work goes far beyond smooth skin. Her treatment room has introduced her to people from every walk of life, and she loves creating a space where everyone can simply show up as themselves, feel comfortable and connect without judgment.
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Outside the studio, you can usually find Daniella cooking for the people she loves or searching for shark teeth along the first coast. She’s also a proud mom to Donovan, who inspires her to show him that success doesn’t have to follow one traditional path.. it can look however you choose to create it!
The Story Behind Southern Smooth
Owning a business had been in the back of Daniella’s mind for years, thanks in part to mentors who saw her potential before she fully saw it herself. After moving to Florida and returning to the waxing industry, the opportunity eventually came to take over Southern Smooth — and she said yes without hesitation. Stepping into an established studio gave her the confidence to make the leap into ownership while building on years of experience behind the wax pot.
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Today, Southern Smooth is becoming much more than a place to book a wax. Daniella’s vision is to create an approachable, inclusive beauty space where clients feel comfortable, cared for and confident, while continuing to grow the studio’s offerings beyond waxing into brows, permanent makeup and other services that allow her to support women in new ways.
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Looking ahead, Daniella hopes Southern Smooth can also create opportunities for other women in the industry. Her long-term vision is to build a business where talented professionals have the chance to grow alongside the brand, take ownership in what they’re building and create their own version of success — because she believes everyone does better when we help each other rise.
