Sina Zere - Founder, Buff Wax Spot + Buff Experts
Sina’s hustle is dedicated to ensuring others feel great in the skin they’re in. She’s the founder and owner of Buff Wax Spot, a wax bar that specializes in full body waxing and always keeps it quick, clean, professional and welcoming. She’s also the founder and owner of Buff Experts, a bold, plant-powered collection of body products created to pamper and protect all the nooks and crannies of our human bodies. Whatever your body type or skincare needs, Sina and her 100% women-staffed (!) team are sure to have something for you.
The Basics:
Hometown: Toronto, Ontario
Current city: Edmonton, Alberta
Alma mater: McMaster University; University of Toronto; Western University
Degree: B.S., Specialization in Genetics; Master’s in Biotechnology; MBA
Very first job: Library clerk
Hustle: Founder/Owner, Buff Wax Spot + Buff Experts
The Interests:
Best way to chill out after a long week?
Binge-watching The Great Canadian Baking Show
What book have you’ve gifted the most?
I love The Elements of Style by Strunk & White. It’s a concise and timeless book on how to write well. It’s an older book that still has great relevance for today’s communications such as emails, text messages, social media posts and of course larger pieces of writing such as reports, etc.
What’s the best piece of advice you've ever been given?
The good stuff is in the hard stuff
Favorite place you’ve traveled to and why?
I adore Chicago. I love the architecture, the museums and galleries and the shopping.
What’s a ritual you do to psych yourself up before a big event, pitch, meeting, etc.?
Plan a treat for myself afterward so I have something to look forward to.
What’s your (current) favorite Buff Experts product?
I love our Rose & Yogurt Intimate Cleanser and our Coconut & Probiotics Deodorant.
The Hustle:
Tell us about your hustle.
I’m the founder and owner of Buff Wax Spot: Edmonton’s original wax bar specializing in full body waxing for every body, as well Buff Experts: A juicy, bold and plant-powered collection of body care products. As a business owner and entrepreneur, my day is incredibly varied—there's never a dull moment! My workday includes HR, operations, marketing/advertising and financials.
Tell us about the process of opening Buff Wax Spot and learning how to operate a business. How did these lessons transfer to Buff Experts?
I like to say that I’ve fallen up the ladder in terms of success. All of my lessons have been so hard-learned (and earned)! I have a strong operational background and do well when it comes to operationalizing, systematizing, etc. However, there’s so much that you don’t know when it comes to running a business and truly, it’s impossible to predict everything you’ll need to know. My approach now is not to stress about the things I don’t know and instead just have faith that I’ll figure out the answer when the situation arises.
How do you decide where to source your products/ingredients?
We work with a manufacturer who is committed to natural and organic ingredients and working with good-quality suppliers. Relationship-building is very important as is being clear about what type of ingredients you want.
Have you always had an entrepreneurial spirit? What would you say is the most valuable strength someone can possess as an entrepreneur?
I absolutely have not always had an entrepreneurial spirit. In fact, I commonly say to my husband how surprised I am to find myself running a business. The most valuable strength I’ve cultivated is resiliency and being able to bounce back from setbacks. I’m also independent and a self-starter, so being an entrepreneur has suited me really well in that sense.
How have your past professional and academic experiences prepared you for the work you do today?
There’s an old saying that the knowledge you learn today has a half-life of seven years, meaning that about 50% of what you know today will be obsolete in seven years. Rather than the knowledge, I’ve learned that the skills I’ve developed—discipline, consistency, resourcefulness, and curiosity—have helped me tremendously in successfully launching and leading my business.
How the heck do you balance your work? Do you have any organizational tools or tips for success?
Well, I work a lot! I make a list of the most important items that need to be completed by end of week, and focus on completing those first. I’m also consistent in my workday, i.e. I start work at the same time every day—even though I work from home. One thing I decided against long ago was purchasing a laptop. I invested in a powerful desktop computer, and that means I can work only in my office area. It prevents the rest of my house from being ‘contaminated,’ since I spend so much time at home.
How has being a woman impacted your professional experiences? What can we collectively do to support and empower women in your industry today?
I come from a corporate background that traditionally has been run by OWM (old white men). In retrospect, I probably wasn’t as comfortable/free to be myself as a woman—and a woman of colour to boot—as I would have liked. Now as a business owner, I get to engineer exactly the kind of workplace I would’ve flourished in as a woman and as a woman of colour. As a consumer, you can support women-led businesses by actively seeking them out and purchasing from them, especially if they are businesses led by women of colour. You can lobby your local beauty stores as well to carry more diverse brands if you think they’re lacking. You can also share your favourite beauty brands on your social media platforms so others get to see what you’re excited about
In the last year, what new belief, behavior, or habit has most improved your career?
It’s OK to put myself first sometimes!
What’s one thing you’re proud to have accomplished in your career thus far?
I’m proud to lead an organization that’s 100% staffed by women. Women leaders are the future, and I’m gratified to be in an environment that supports and celebrates womanhood in professional settings.
How have your job, roles and industry differed from what they looked like before the pandemic?
Future planning looks a little different for us in that rather than year-wide goals, we’re chunking out our goals into quarterly segments. There’s a lot of uncertainty right now, and we find we’re managing our stress the best when we look out into the short-term for now.
Who are some women that you look to for inspiration?
My mom, Oprah and my mentor Judi.
How do you rest, recharge and find inspiration?
I read a lot, I make sure to stay in touch with friends, and I don’t skimp on my sleep.
Career and/or life advice for other babes (both inside and outside of your industry?)
It’s a marathon, not a sprint. Work hard, but resist the temptation to empty yourself in your career. Make sure you have enough of yourself to give for later.
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