Beauty, Business and Belle Essem: The Entrepreneurial story of Lakeisha Walwyn

On a weekday afternoon in St. Maarten, the island soundtrack outside is noise, traffic, horns, and construction. Inside Belle Essem, time slows. Soft music, the clink of glass as a client is offered a welcome drink, the quiet focus of a young woman shaping acrylic into something precise and intentional. That woman is Lakeisha Walwyn, owner of Belle Essem, and every file stroke at her station is part of a bigger story, a story about a girl who dreamed of the beauty industry and decided to build her own lane inside it.

In a country where many young people still see secure work as something found in government offices or overseas, Lakeisha chose a different path. She took a degree in International Business Management, learned the trade on the salon floor, then put her name and her island into a brand that now defines luxury nail care for a generation of millennial women. Belle Essem is her studio, but it is also a statement, that a young St. Maartener can design the space she wants to work in, set her own standards for service, and turn creativity into a serious business.

From classroom to salon floor

Before Belle Essem existed, there was a young student trying to figure out how to connect creativity with a stable career. Lakeisha earned an associate’s degree in International Business Management, a choice that gave her a foundation in finance, operations, and strategy. It was not glamorous, but it was deliberate. If she ever owned a business, she wanted to understand what was happening behind the scenes.

That foundation met real life when she landed a job at a well established salon on the island. She did not walk in as the owner of a brand. She came in ready to learn.

There, she strengthened her technical skills, learned how to handle clients with different personalities and expectations, and saw close up what it took to run a beauty business in a small, competitive market like St. Maarten. Booking systems, inventory, staff management, dealing with suppliers, responding to complaints, managing rush periods, all of it became part of her informal training.

“I’m extremely grateful for that experience as it gave me the confidence and knowledge I needed to take the next step,” she said. The salon years turned the idea of owning a studio from distant dream into something concrete. With the encouragement of family and friends and “a clear vision of the kind of space I wanted to create,” she decided it was time to branch out on her own.

Belle Essem was the result, a studio that carries not just her taste but her initials and her island in its name.

A name that spells beauty and home

“Belle means beautiful in French, and Essem is a pronunciation of ‘S.M.,’ short for Sint Maarten,” Lakeisha explained. She wanted the brand to hold two things that mattered deeply to her: beauty and home.

Wherever her work may take her in the future, the name keeps St. Maarten at the center. Clients see a chic logo. She sees a daily reminder of why she started and who she is building for.

From the beginning, Belle Essem was designed as more than a chair and a polish rack. Lakeisha wanted “a modern, welcoming space where women can relax, unwind, and enjoy high-quality beauty services tailored to their style and personality.”

The menu reflects that focus. The studio specializes in acrylic nails, BIAB (Builder in a Bottle), Gel X extensions, pedicures, and toe enhancements, a set of services that appeal to women who want both style and durability. The idea is not one-size-fits-all, but a range of options that clients can match to their lifestyle, whether they are office professionals, creatives, or hospitality workers on their feet all day.

Crafting the Belle Essem experience

What truly distinguishes Belle Essem, however, is the experience Lakeisha has built around the services. She describes it as warm, personal, and empowering.

From the moment clients step through the door they are greeted not as numbers on a schedule, but as individuals. Personalized name boards and welcome drinks are small touches, yet they send a clear message: this appointment belongs to you.

One on one consultations are part of the standard routine. Technicians ask about a client’s daily activities, nail history, and preferences before suggesting shapes, lengths, or products. Scheduling is taken seriously. Appointments are staggered to avoid crowded waiting areas and unnecessary delays, something many clients on small islands resign themselves to.

At Belle Essem, time is treated as part of the luxury.

Another key difference is what happens during the appointment. While some salons focus strictly on aesthetics, Lakeisha insists that her team also act as educators. They explain why a particular product may be better for a specific nail type, talk through the pros and cons of different enhancement systems, and emphasize maintenance. Clients leave with nails that look good and knowledge that helps them keep those nails healthy.

“We don’t just focus on aesthetics; we also prioritize the health and longevity of our clients’ nails,” she said. “We take time to explain what’s best for their specific nail type, so they leave feeling both beautiful and informed.”

Confidence in a bottle

For Lakeisha, a fresh set of nails is not simply a decorative extra. It is a form of self care that can shift how a woman feels in her daily life.

“I firmly believe that when you look good, you feel good,” she said. “Doing something small for yourself whether it’s a fresh manicure or a new beauty treatment can have such a significant impact on how you carry yourself.”

In her view, nail art and pedicures are part of a broader conversation about self expression. A minimalist short nude set can quietly match a corporate job and a busy family life. A neon chrome design says something very different. Both are valid. Both are intentional.

Beauty services, she added, “are more than just aesthetics; they’re a form of self care and self expression. They allow women to show their personality, boost their confidence, and take a well-deserved moment for themselves.”

In a Caribbean society that often expects young women to be endlessly flexible and constantly “on,” Belle Essem offers a controlled pause. Phones are still present, but the ritual of soaking, shaping, refining, and polishing slows the day down.

Building a brand in St. Maarten’s business climate

St. Maarten’s entrepreneurial landscape can be tough. Costs are high, the market is small, and global shocks hit quickly. Yet when asked about challenges, Lakeisha does not gravitate to complaints.

“So far, I’ve been fortunate not to face major challenges,” she said carefully, acknowledging that entrepreneurship “always comes with its ups and downs.” Instead of listing obstacles, she turns immediately to support.

“What keeps me grounded is my support system. I have an amazing team and network of people behind me who motivate and help me navigate whatever comes my way. Preparation, teamwork, and adaptability are key.”

That mindset reveals how she approaches risk. She prepares, she builds relationships, and she remains open to adjusting. It is a quiet, practical resilience that many small business owners on the island will recognize.

Learning, scrolling, and staying ahead

In an industry where trends move at the speed of a swipe, staying current is not optional. Lakeisha and her team put in deliberate work to keep pace with international nail and beauty developments.

“We stay very active on social media and pay close attention to international beauty trends,” she said. Off days are not simply rest days, they are practice days. New techniques are rehearsed, refined, and tested so that when a client walks in with a screenshot from a creator in Los Angeles or London, the team is ready.

Professional courses and certifications are part of their routine. As new systems such as BIAB or Gel X become popular, Belle Essem invests in learning them properly. The goal is not to copy every trend, but to understand which ones make sense for their clients and how to execute them safely.

Clients are invited into that process. “We encourage our clients to share any inspiration or ideas they find online. It keeps things fun, creative, and collaborative,” she said.

Social media as storefront and community

If you discover Belle Essem today, there is a good chance you see the brand on your phone before you ever spot the studio sign. Social media has been central to its growth.

“Social media has played a huge role in our growth,” Lakeisha said. Through consistent content, engaging visuals, and targeted ads, the studio reaches a wider audience than traditional word of mouth alone could deliver.

Instagram and Facebook serve as digital portfolios where potential clients can see examples of work, from simple French tips to intricate designs. They can also read comments and reviews that speak to the atmosphere and service standards. For many first time guests, the decision to book is made after scrolling through a grid that tells a story in colors, shapes, and captioned testimonials.

“It’s become one of our most powerful tools for brand awareness and community building,” she explained. The online space is not only for promotion, but for conversation. Belle Essem asks questions, runs polls on preferred styles, and uses stories to show behind the scenes moments, which helps humanize the brand and build trust.

Looking five years ahead

Ask Lakeisha what she sees when she looks five years into the future and the answer remains grounded in service and experience. The goal is not only scale; it is depth.

“In the next five years, I envision Belle Essem evolving into a full one-stop beauty destination, a place where clients can enjoy all their beauty needs under one roof, in a relaxing and comforting environment,” she said.

Expansion could mean more services, additional locations, or even a signature product line, such as cuticle oils or nail care items that reflect the brand’s focus on health and style. Whatever the path, the core idea holds: Belle Essem as a space where women feel comfortable, understood, and well taken care of.

Lessons for the next wave of entrepreneurs

Her story is still being written, but already young women on St. Maarten look at Belle Essem and see possibility. Lakeisha does not pretend that entrepreneurship is a simple road, yet her advice is straightforward.

“My advice would be: follow your dreams fearlessly, but also take time to learn and grow,” she said. That means being teachable, gaining hands on experience, and building genuine connections within your industry. It also means doing the unglamorous work of learning about costs, regulations, and customer service.

“Most importantly, believe in yourself and your vision,” she added. “Confidence and consistency go a long way. The road may not always be easy, but it’s definitely worth it when you’re doing something you love.”

Belle Essem is located in Philipsburg on Cannegieter Street across of Pollo Hermanos.

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