The Bush House: What Entrepreneurs Can Learn from Building with Vision

In a region where small businesses are the backbone of the community, the most successful ones are not always the loudest or the biggest. More often, they are the most intentional. The Bush House is a clear example of what happens when experience, market awareness, and vision intersect at exactly the right moment.

I sat down with Hailey Swindler, founder of The Bush House, to talk about how her business came to life, why Johnson City was the right place for it, and what other entrepreneurs can learn from her journey. At its core, this is a story about betting on yourself, identifying gaps in your market, and building something meaningful where others haven’t.

Hailey has been an esthetician since 2018, but her path into the industry was intentional from the start. She knew early on that college was not part of her plan and that entrepreneurship was the direction she wanted to pursue. Even before esthetics school, she had an entrepreneurial mindset, juggling side hustles and personal projects throughout high school and the early years of her career.

She went straight from high school into esthetics school with a clear long-term vision. Working in someone else’s studio was never her end goal. She wanted to build something of her own. That vision became a reality right here in Johnson City, Tennessee, with the launch of The Bush House within the past year.

Her professional experience began at a waxing franchise in Texas, where she worked for several years. The role gave her structure, repetition, and a deep understanding of client volume. It also revealed what she wanted to do differently. In 2022, she attempted to open her own business for the first time, but it didn’t succeed. Like many entrepreneurs, her first attempt fell short. What mattered was not the failure, but what came next.

“Every role I took after that was intentional,” Hailey told me. “I wasn’t just working. I was learning.”

That mindset led her into a role most service providers never experience. After leaving the franchise, she became a regional account executive for a wax studio brand, overseeing operations across more than eight states. She traveled constantly, worked directly with studio owners, attended trade shows, and saw firsthand what separated thriving locations from struggling ones.

“I was flying all over, helping studios grow, and seeing how different markets operated,” she said. “That’s where I really learned the business side of it.”

It was an education you can’t get in a classroom.

Then, unexpectedly, she was let go. Around the same time, her parents had moved to Tennessee. She relocated to Rogersville and gave herself space to regroup. What initially felt like a setback became the moment everything aligned.

She began conducting deep market research, looking at the region through the lens of a client rather than a service provider. Rogersville, Johnson City, and the surrounding areas all told the same story.

“There was nothing like what I envisioned within a huge radius,” she said. “Coming from major cities, I knew what was possible, and I knew it didn’t exist here yet.”

Johnson City stood out, and The Bush House was born.

“There weren’t really any studios that specialized in waxing, especially intimate services,” Hailey explained. “People are looking for specialists. That was the missing piece.”

Moving from a large metropolitan area also gave her perspective on something many entrepreneurs overlook: timing.

“This area is a business gold mine if you have a vision for something that doesn’t exist yet,” she said. “In a big city, it’s almost impossible to break through. Here, the opportunity is real.”

From the very beginning, The Bush House was built with intention.

“Everything is intentional,” she told me. “The service names, the branding, the way the space feels when you walk in.”

Waxing is an inherently vulnerable service. Clients are placing trust in someone they have never met, often during moments of discomfort.

“They’re getting naked in front of someone they don’t know,” she said. “I want people to feel safe, valued, and never rushed.”

That philosophy is reflected in how her appointments are structured. She leaves a full 30-minute window open, not just for the service itself, but to create comfort and connection.

“I built a place I had never personally experienced as a client,” she said. “A space I always wished existed.”

Her hypothesis proved right. There was a clear need in the area, and it was quickly confirmed. Within six months of opening, The Bush House had built a full clientele, something Hailey says is “unheard of.” 

“I’ve been here less than a year,” she said. “And building that fast isn’t normal.”

“What keeps people coming back isn’t just the service,” she explained. “It’s the relationships. When clients book appointments with me, they share life updates—getting married, having a baby, getting engaged. I become part of their lives, but even if friendships form, the service never changes. Consistency is everything.”

In larger cities, subscription-based beauty services are common. She’s seen them work… and not work — firsthand.

“Waxing isn’t a one-and-done service,” she explained. “If you want the best results, it takes two to three sessions for hair cycles to sync up.”

Unlike many chains, she doesn’t offer new-client discounts. Instead, she focuses on rewarding loyalty.

“Beauty services are a commitment,” she said. “I’d rather reward consistency than chase one-time visits.”

From an ownership perspective, subscriptions also bring stability.

“It helps with budgeting,” she said. “It’s guaranteed income month to month.”

Now, if you work in the service industry, you know it’s not always sunshine and rainbows. With the growth she’s experiencing, there are definitely challenges that come along with it.

“My income is directly tied to how many hours I can physically work,” she said. “That’s the hardest part.”

Her days often stretched from 7AM to 8PM, including long commutes. Eventually, burnout forced a change.

“I had to swallow my pride and move back home for a bit,” she admitted. “Something had to give.”

Now, she prioritizes sleep, schedules admin days, and plans intentionally.

“If I don’t take care of myself or the backend of the business, it becomes a disservice to my clients.”

One of her biggest mistakes was financial.

“I didn’t know my numbers,” she said. “The business grew so fast that I didn’t actually know what I was profiting long-term — and that’s dangerous.”

Hiring an accountant changed how she operates.

“That taught me how important delegation is,” she explained. “If something doesn’t come naturally to you, outsource it.”

Her advice to aspiring entrepreneurs is honest.

“Building the foundation is the hardest part,” she said. “Once that first foundation is in place, everything else can be built on top of it.”

She also advises what matters more than perfection is momentum.

“Just make the jump,” she said. “It doesn’t have to be perfect.”

One of the biggest surprises for her has been the downtown community.

“I was nervous about opening downtown,” she admitted. “But business owners here are incredibly supportive.”

From referrals to collaborations, the ecosystem works because people show up for each other.

“We share clients. We refer. We collaborate,” she said. “It’s big, but it’s still small.”

Toy drives, shared foot traffic, and cross-promotion aren’t rare downtown, they’ve become habits.

The future of The Bush House includes employees, expanded services, and continued growth, but always with intention.

For anyone sitting on an idea, wondering if Johnson City is the right place to build — her story offers a clear answer.

Her business has seen enormous growth. She’s the third business in downtown to double their space in the past year, following in the footsteps of Some Apparel and The Moon. With space available next door, if you’re ready to take the leap, there’s an incredible opportunity to learn from an amazing mentor. DM her on Instagram for more info.

Vision matters. Timing matters. And sometimes, the biggest opportunities exist exactly where you least expect them.