Master Your Craft: Why Expertise is the Key to Success” – An Interview with Diane Howard, RN of Esthetic Finesse
Credit: More Than Socials
Diane Howard, RN, is a highly skilled and certified cosmetic nurse with advanced training from renowned physicians and industry experts. As the founder of Esthetic Finesse, she blends artistry with science to create natural, refined results, following her “less is more” philosophy. Committed to excellence, Diane continuously hones her expertise in the latest techniques and innovations, helping clients look and feel their best with confidence.
Can you tell our readers about your background?
Back in high school, I had a project where we got to shadow different careers. One of my options was a dermatology office with an aesthetic practice, and I was instantly inspired. I loved the idea of combining artistry with helping people feel confident in their skin. That experience set me on the path to aesthetic medicine.
I was fortunate to mentor under some of the top injectors in the industry, learning everything from advanced techniques to patient care. Their guidance shaped my approach, and eventually, I started bringing in my clients.
After several years of working at a medical spa, I finally leaped and started my practice, Esthetic Finesse. It was a passion project that quickly turned into a thriving business, and I haven’t looked back since!
What inspired you to start your business?
I’ve always loved helping people feel beautiful while getting to be creative, so aesthetic medicine was a natural fit for me. But as I worked at other medspas, I realized that aesthetic treatments didn’t have to feel so clinical—they could be enjoyable, like a self-care ritual or a girls’ day out.
That’s why I created my brand of beauty services, focusing on enhancing natural beauty with a "less is more" approach. I stay up to date on the latest products and techniques to provide the best experience possible. There’s nothing more rewarding than seeing a client’s confidence light up after their treatment!
Where is your business based?
We’re based in Paradise Valley, Arizona, and proudly serve clients from across the Phoenix and Scottsdale areas!
How did you start your business? What were the first steps you took?
I grew up surrounded by entrepreneurship—my dad always worked for himself, so I knew from a young age that I wanted to do the same.
After spending years learning from some of the best injectors in the industry, I felt ready to take the next step. I started seeing clients in a small home studio, and when we fully launched, we transformed my husband’s man cave into a boutique injection studio with a private entrance. It was the perfect space to create a welcoming and luxurious experience, and that’s how Esthetic Finesse was born!
What has been the most effective way of raising awareness for your business?
Word-of-mouth referrals have been huge for us. Happy clients are everything in this industry. When someone loves their results, they naturally share their experience with friends and family.
I also make it a priority to stay engaged on social media. Posting useful tips, before-and-after results, and updates helps us connect with both new and returning clients. Building a sense of community has been key to growing our brand!
What have been your biggest challenges, and how did you overcome them?
I love injecting, but keeping up with the administrative side of the business was a challenge in the beginning! That’s why I invested in a seamless CRM system to automate scheduling, follow-ups, and patient records.
Having organized systems in place has been a game-changer—not just for efficiency, but for ensuring our clients get top-notch care from the moment they book to their follow-up visits. When everything runs smoothly behind the scenes, I can focus on what I love most: delivering amazing treatments.
How do you stay focused?
I stay focused thanks to my routine. I’m a huge fan of time blocking, so every morning I make sure to drink water, get some exercise, and prepare for my clients. It helps me switch gears mentally—from mom mode to business owner mode!
How do you differentiate your business from the competition?
We also take a conservative approach to injectables—our philosophy is to enhance the natural beauty of our clients. Our clients trust us because we prioritize results that look fresh, youthful, and never overdone.
What has been your most effective marketing strategy to grow your business?
Instagram reels! They take time and effort, but they’re 100% worth it. Reels allow us to educate, connect, and reach new clients in an authentic way.
Many women are curious about aesthetic treatments but don’t know where to start. By showing up online and breaking down treatments in a fun and approachable way, we help remove the fear and stigma, making aesthetic medicine more accessible!
What's your best piece of advice for aspiring entrepreneurs?
Master your craft. You can’t do everything in your business, and that’s okay! But having a strong foundation of expertise will set you apart.
If you’re in aesthetics, for example, you need to know facial anatomy and injection techniques inside and out. Don’t rush the process—invest in training, mentorship, and continuous learning. Once you have that expertise, you can focus on scaling your business with confidence!
What's your favorite app, blog, and book? Why?
My favorite app is Photos, which I use to document my clients before and afters! My go-to blog is AMSPA, as it keeps me informed about the industry's latest trends and best practices. As for my favorite book, "Good Inside" has helped me better understand human behavior, allowing me to provide more empathetic and personalized care for my clients.
What’s your favorite business tool or resource? Why?
A solid CRM system. It automates everything—appointments, reminders, patient notes, and follow-ups. It keeps operations smooth while allowing us to focus on delivering the best patient experience.
Who is your business role model? Why?
Dr. Thuy Doan. She’s amazing—not just for her technique and the results she gets on the aesthetics side, but also for her masterful mind for business and ethics.
How do you balance work and life?
I truly believe it takes a village—and I’m so grateful for mine. Whether it’s running a business or raising my kids, I have an incredible support system that helps me juggle both.
In my work, I’m constantly learning new techniques and staying on top of the latest innovations, all while ensuring patient care remains our #1 priority. As a business owner, I see it as my responsibility to always be improving—whether that’s streamlining our processes, introducing new services, or refining the client experience.
But I wouldn’t be able to do any of it without my village—their support allows me to balance my family and my career while taking Esthetic Finesse to new heights.
What’s your favorite way to decompress?
Spending quality time with my family. Evenings with my husband and our two boys are my time to unplug and recharge. Whether it’s playing games, watching a movie, or just chatting over dinner, those moments ground me and remind me what truly matters.
What do you have planned for the next six months?
Over the next six months, we’re working on a new pre-assessment process and shifting towards a more holistic approach to aesthetics. We’re focused on streamlining everything and automating as much as we can!
How can our readers connect with you?
The best way to stay connected is through my website: Esthetic Finesse or via social media!
