5 Questions with Natasha Ali
by Jennifer Cooper
Studio photos by Clara Wang Photography
“I think lashes, gorgeous skin and lipstick are the perfect armor to face our daily battles. ”
The Swiss psychologist Carl Jung famously said, “Life really does begin at 40. Up until then you are just doing research.” It turns the whole concept of a midlife “crisis” on its head, doesn’t it? You’re not actually in crisis mode, you’re in confidence mode. And when you’re in confidence mode, you’re ready for positive change.
Natasha Ali spent more than 20 years as a news producer. The award-winning journalist worked for networks and stations like HLN, NY1, and ABC. But after facing years of ageism, racism, and motherhood-ism, which Natasha calls “sexism's sister,” she knew she needed to start something new.
So this spring she joined the fastest growing group of entrepreneurs in the US and opened Deka Lash, an eyelash extension franchise that empowers women entrepreneurs through mentorship and wealth building.
Natasha is past the research stage. Now the self-described “late bloomer” has taken that experience and turned it into her next chapter: carrying on the long tradition of women helping other women feel beautiful and empowered.
Tell me about the new Upper Saddle River, NJ studio! What can I expect as a client?
Your Deka Lash experience starts once you enter the door. Our proprietary scent is welcoming and inviting. It’s not quite like a spa, so not sugary sweet, but the smell brings a smile to your face like "Yeah, I could hang out here for a while". Then there's the vibe. The open air concept invites you in. There are no big walls or dark partitions between stations. Then, you are welcomed to our ergonomic lash bed to go over your consultation. Once you decide on a service, you're given a cozy blanket to use for your lash, brow or skin care experience. From there it's up to you on how you want to zone out and enjoy the next hour or two.
photo by Asgar Ali
I feel like we all need a pivot from time to time—either out of desire or necessity. What prompted yours?
It was out of desire, and I was pushed! I spent more than 20 years as a TV news producer in New York City. I covered everything from crime to entertainment. I eventually got tired of the rat race and had been looking at work-from-home alternatives for many years…then the pandemic hit. I was lucky enough to produce a TV show from my living room for a while but I knew it wouldn't last. Little did I know that my husband was investigating off-ramps for both of us by investing in a franchise. After months of research, we decided on Deka Lash. I knew I couldn't juggle TV and a new venture and a few months before I was about to quit, I got laid off. It was divine timing.
Going into entrepreneurship is not for the faint of heart. What keeps you motivated these days?
I am task oriented - so I am motivated on a day to day basis if I have a list (or a number of lists). That said, I do what I can do when I can do it. I think in our "hustle culture" we put too much pressure on ourselves to be at 100% every single day. If I'm struggling with perimenopause, anxiety or just having a crap day, I try to give myself some grace. I am privileged to be my own boss so if I need to move things a bit later in my day or shorten the day's "to do" list, I do it. That way I stay motivated and don't get overwhelmed.
My long-term motivation for success is continuing my family legacy. My husband and I are both first-generation Guyanese-Americans. We are profoundly inspired by our parents who came to this country as young adults to pursue their education and embark on better lives. We want our children to understand "who they are" and "whose they are" and to lay a financial foundation for them to build upon.
Natasha and her husband at the new Deka Lash studio in Upper Saddle River, New Jersey
You’ve said you feel like a “late bloomer.” I think a lot of us can relate to feeling. At least I know I can. Oof! I have to believe there’s some benefit to it though, right? So I’m going to try to put a positive spin on it with this next question: What’s one of the biggest revelations or gifts being a “late bloomer” has given you?
The biggest revelation is that everything happens in its time. While my education and career were mostly on the fast track my social and emotional growth was "late".
I hit puberty later than my friends, I didn't get into boys until I was in college, I got married at 40 and had my first child at 41. I now realize that I wasn't late. I was just growing into who I always was. I also think about the jokers I could have ended up with if I wasn't late. “Oof.”
Okay, this one’s for fun! What’s one of your favorite beauty tips, other than having a gorgeous set of lashes?
I was also "late" to skincare! In the last few years I have been getting Korean body scrubs. It's not for the meek. I'm laying there getting scrubbed in every nook and cranny, in awe by this intimate tradition that goes back hundreds of years of women helping women feel beautiful. It's one of the reasons I think Deka Lash is so special. I think lashes, gorgeous skin and lipstick are the perfect armor to face our daily battles.
Click here to book your appointment at the Upper Saddle River, NJ studio or email uppersaddleriver@dekalash.com or call (551) 284-3181.
May 2024
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