Today we’d like to introduce you to Effi Saei & Genny Cruz.
Hi Effi Saei & Genny Cruz, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
When Effi moved from Turkey to Florida in 2022, she arrived with one goal: to continue the beauty career she had built in Istanbul. She spent her first two months working in a Jacksonville salon to learn what local women wanted, especially in permanent makeup, while also looking for the right partner to start her own business.
Effi actually reached out to a bunch of people on Instagram, but Genny’s energy stood out the most. One thing connected them right away: they were both PhiBrow PMU Artists.
Here’s the funny part. When Effi asked to meet in person, Genny thought it was a little…sus. Meeting a total stranger from Instagram? Maybe not the safest idea. But she agreed anyway, and they met at Panera Bread. When Genny first met Effi, she didn’t know any English at all. Effi’s husband Amin was there translating every single word. Genny was touched that Effi had reached out, especially since she had only been in the beauty industry for a few months.
That’s when Genny realized this wasn’t a scam or a random internet hustle. Because let’s be honest, if someone slid into your DMs, asked to meet at Panera, and you actually go…well, it could have gone either way. But in this case, it went exactly right. And that was the beginning of a partnership that would grow into something much bigger!
Over a year went by, and Genny assumed the connection was lost. She was about to sign with someone else but Effi reached out, reigniting their shared dream.
They all sat down to map out their plans, but there was one small problem, they didn’t think of a business name. They brainstormed, laughed at some terrible suggestions, and kept hitting a wall. Then it hit them: the one thing they had in common was their PhiBrows Academy certification. And just like that, “Phi”! They didn’t want to call it PhiBrows, since they offer more than just eyebrows, so they added “Beauty.” And “Spa” came at the end because their ultimate goal is a full storefront spa. That’s how Phi Beauty Spa was born.
In October 2023, they officially began their journey together by renting a room at Parlor Suites. While working there, they also started teaching permanent makeup courses and sharing their knowledge with others. They added their first collaborator, lash extension artist Ashley, and soon their vision continued to expand. This led them to move to Total Salons in Neptune Beach.
Today, the business continues to grow with three additional collaborators and a setup they truly love.
What began as a simple message and a first meeting turned into something much deeper. Effi and Genny are now like sisters, supporting one another, growing together, and sharing a bond that goes far beyond business. Together, they continue to build with heart, purpose, and a love for what they do every single day.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Running a business has never been easy.
It is exhausting, emotional, and demanding. They have both faced health challenges to the ER, financial stress, difficult clients, slow seasons, haters, and the reality that even partnerships require work. There is also an age difference between them, but it has never held them back.
Genny moves fast, overthinks, overplans, and wants everything fixed immediately, executing her ideas and handling marketing because she believes time is money. Effi provides the calm presence that keeps them grounded, offering perspective, helping them pause when things get overwhelming, and reminding them to prioritize their health so they can keep doing the work they love.
They have had hard conversations, moments of doubt, and days when quitting felt like the only option, but they always choose to come back, communicate, and realign with the support of their significant others, Amin and David. They have poured their hearts, their energy, and everything they have into this, and giving up is not an option.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
We are primarily a permanent makeup studio specializing in microblading, ombré brows, nano brows, combo brows, lip blush, eyeliner, and saline removal. Over time, we’ve expanded into a full beauty destination, threading, offering facials, lash lifts, brow lamination and tinting, and full-body waxing and sugaring, making us a main pit stop for all things beauty.
What sets us apart is our intentional approach and innovation. We are the first to offer soft scratching service, a sensory-focused experience designed for relaxation and grounding, alongside results-driven beauty services. We’re known for natural, customized work, education, and creating a space where clients feel safe, heard, and cared for.
We are most proud of the environment and culture we have created. Every visit is designed to make clients feel comfortable, safe, and valued, while delivering beautiful, natural results they can trust. We always go above and beyond, and if a mistake happens, we do everything we can to make it right.
If we knew you growing up, how would we have described you?
••• Genny was born in Jacksonville and grew up in the Philippines until she was 5 years old. She was extremely shy, quiet, and timid. When she turned 6 years old, her little brother Nathan was born, and it was the happiest moment of her life and the best thing that ever happened to her. He came into the world with medical complications and special needs, and through loving him, she learned responsibility, patience, and unconditional love at a very young age. They’re very close. They didn’t grow up with much, but their home was rich in the ways that mattered.
Genny was always surrounded by a big knit family. There was laughter, closeness, and time spent together through family game nights, karaoke, potlucks, and big, loud gatherings, especially every New Year’s.
At the young age, while her parents worked, Genny stepped in at a young age, cooking, playing, and caring for her brother. She often surprised her parents by cleaning the entire house, taking pride in helping hold everything together.
At 13, Genny moved to California with her mom and brother, where she attended high school and some college. With Jacksonville being such a small bubble. The years she moved/lived in California strengthened her independence, curiousity of life, and resilience, but who she became was shaped long before that, as a shy little girl whose heart grew stronger through love, responsibility, and simply experiencing life as it came. Through business is when she really developed her full potential now. She’s still growing and learning everyday.
••• From a young age, Effi had a strong personality. She was a hardworking student and very brave; even though she was small, she always stood up for what was right. Because she took on responsibilities early, she grew up faster than other children and understood life more deeply.
Moved from Istanbul, Turkey, Effi always wanted to be independent. She followed her dream of living on her own and creating her own private space. Growing up with five languages and different cultures made her very adaptable.
Today, she uses that strength and creativity in everything she does, finding her greatest joy in music and dancing.
Pricing:
- Scratching – Sensory experience: $75+
- Permanent Makeup Courses: $1500+
- PMU: Eyebrows, Eyeliner, Lip Blush: $450+
- Chemical Peel: $150
- Threading: $10+
Contact Info:
- Website: https://Phibeautyspa.com
- Instagram: http://instagram.com/PhiBeautySpa
- Facebook: http://facebook.com/PhiBeautySpaUSA
- Youtube: http://youtube.com/PhiBeautySpa
- Other: https://TikTok.com/phibeautyspa
