Izabel Wicker


"Less Talk, More Action." Entrepreneur Izabel Wicker lives her life and runs her business by this motto. She lived these words when she was first starting her business, and it continues to motivate her as she works to expand her business. Izabel shares with us how she turned an idea she had while watching TV into a reality through determination and the mentorship of like-minded boss babes. 

Name: Izabel Wicker

Twitter + Instagram Handle: @hushhushtan

Location: Austin and Dallas, Texas

Occupation: Founder of Hush Hush Tan

Age: 36

Secretly Obsessed With: Reality TV

On My Nightstand: One 4x7 wedding picture, phone charger, lamp and a hair tie

Last Thing You Read: I spend a lot of time traveling from Austin to Dallas so I love listening to audiobooks. The last one I listened to was "The School of Greatness" by Lewis Howes. The last thing I read, however, was an article in American Way about a girl who got lost in the rainforest and overcame her fear of bugs and faced her own mortality. She later became an ethnobotanist.

How did you get started on your career path?

I was looking for a way to make extra money while helping my then-boyfriend (and now-husband) open his own furniture store. I was watching a reality show about a tanning salon. One of the episodes showed them making a house call and that’s when it hit me. I realized that was something I could do on my days off. In February 2009, I purchased some spray tanning equipment, which sat in my house for a few months before I finally decided to do it. I did tons of research, found someone to train me, came up with the business name, built a professional website and had T-shirts made. All it took was my first client to help spread the word. A year later I opened my first location! Fun fact: before I signed the lease for the Austin location, I used to drive down that same street and envision my business name somewhere on that street. It was such a surreal moment to see it come to life!

What key elements played into your success?

Determination, focus, and belief. I am determined to make Hush Hush Tan a household name and the go-to airbrush salon in cities across the country, one tan at a time.

What struggles did you face getting to this point?

 Having a good understanding of our demographic and exactly where our services would be needed was a challenge when we started. I had two locations that didn't work because I didn't have the knowledge I do now.

Who was the biggest influence in your professional life? 

Kendra Scott is my mentor and a long-time client. She’s an incredible businesswoman and the reason we are in Dallas now.

When do you feel most successful? 

When I'm able to give back and do more for the people who have helped me get to where I am now.

What’s the best piece of advice you received?

 "If it was easy, everyone would be doing it." These were words of encouragement I received recently during some challenges with our Dallas location.

What advice would you give to women looking to enter your industry/space? 

Find what sets you apart from your competitors. Focus on that and perfect it. Block out all the dream crushers and don't allow other people’s insecurities affect you and your vision. "Less talk, more action" seems a little harsh, but that's how I operate.

What accomplishment are you most proud of? 

My daughter, Camila Rose. She just turned nine months old and it is such a fun time. She will forever be my greatest accomplishment.

Want more ways to design a career with purpose? Mavenly + Co. is the best resource to turn to if you’re looking for answers to those big career questions, from coaching programs to podcasts to tools and much more. We're here to help you, girl.