Lift LA Winner Katy Townsend Reflects on Entrepreneurship, Service and Staying True to Her Values
Sponsored by Pasadena Federal Credit Union, the Shark Tank-style business pitch competition brought together local entrepreneurs to showcase their small business ideas for a chance to win up to $1,000. Katy Townsend, the first-place winner, stood out for her innovative concept, strong business strategy, and inspiring presentation, earning top honors and highlighting the passion and creativity of local entrepreneurs.
When Katy Townsend entered the Lift LA Entrepreneurship Program, she wasn't expecting to walk away with first place in the organization's business pitch competition. A salon owner with nearly three decades of experience, Townsend joined the program looking to learn and grow. Instead, she found herself inspiring judges and fellow entrepreneurs with a story built on perseverance, hard work, and a genuine commitment to serving others. Today, Townsend is not only an award-winning entrepreneur and longtime salon owner, but she also serves as the newly elected president of the California Cosmetology Association (CCA). Her journey offers valuable lessons for aspiring business owners, especially those in the beauty industry.
According to Townsend, what helped her win the Lift LA contest was her ability to clearly communicate what makes her business unique. Unlike many beauty professionals who specialize in one area, Townsend offers a wide range of hair services and prides herself on serving diverse client needs. During her pitch, she emphasized not only what her business does, but also where it serves the community and how much she appreciates her clients.
"I think what made me different was sharing how much I appreciate my clients," she explained. "I wanted people to know that I truly care about them."
That authenticity resonated with judges and helped her earn the competition's top honor.
Townsend first learned about Lift LA through Hope Now Community Resource Center in Pasadena. Although she initially hesitated to enroll in the program, believing she might be "too old" to attend classes, she was encouraged by Lift LA team member Marco to give it a chance.
That determination paid off. Not only did she complete the program, but she also won first place in the entrepreneurship competition, proving that learning and growth can happen at any stage of life.
In April, Townsend was honored at the 14th Annual Woman of the Year Awards Ceremony by Congresswoman Judy Chu. For someone who has spent decades quietly serving her community, the recognition came as a surprise.
"I felt awesome," she said. "I didn't feel worthy because there are so many people doing great things. For Congresswoman Judy Chu to select me, it was one of the highlights of my life."
Townsend's salon journey began in 1998, just three years after graduating from Pasadena City College's cosmetology program. When she learned that a local salon owner was retiring and selling her business, she saw an opportunity. Before making the decision, she sought guidance from trusted mentors, including instructors from her cosmetology school.
"They told me it was a good location and a good opportunity,"
While she had the courage to start, she admits she didn't fully understand how to operate a business.
"I didn't know where I was going," Townsend said.
Looking back, she wishes she had understood more about business management and financial operations from the beginning. Yet through experience, discipline, and persistence, she learned valuable lessons that helped her salon survive and thrive for nearly 28 years.
One of Townsend's strongest messages to aspiring entrepreneurs is simple: learn how to budget and avoid overspending.
"You never know what challenges are going to come up," she explained. "But if you budget and don't overspend, you'll be ready for them." Her personal financial philosophy has been remarkably consistent throughout her career. Even after becoming a business owner, Townsend continued to treat her work as if she were employed by someone else. Rather than spending money as it came in, she maintained a disciplined routine, tracking her earnings and reviewing her finances regularly.
"When I got my business, I didn't act like a business owner," she said. "I acted like I still worked Monday through Friday for someone else."
That mindset helped her avoid many of the financial pitfalls that often challenge new entrepreneurs. As president of the California Cosmetology Association (CCA ), Townsend understands how important financial resources are for business owners. Townsend even shares in her book Faith: My Life in California that she chose a credit union for a business loan to purchase her salon.
She believes entrepreneurs should work with institutions they trust and specifically cited Pasadena Federal Credit Union as a strong resource for business owners seeking financial guidance and support. She also believes that young professionals entering the beauty industry must return to the fundamentals of customer service.
"You have to love what you do," Townsend said. "You can't do it just for the money."
Katy Townsend's story demonstrates that successful entrepreneurship isn't built on shortcuts or trends. It's built on hard work, consistency, financial discipline, and genuine care for people.
As she puts it, treat people the way you want to be treated, love what you do, and stay committed even when the path forward isn't always clear.