Getty Gizaw is the founder of SOHO NYC Salon, an international beauty parlour that has gained recognition for its excellence in beauty services. Originally established in New York, SOHO was later launched in South Africa in 2011. The jump into her entrepreneurial journey in South Africa began during the 2010 FIFA World Cup, where she identified a gap in the market, while bringing international artists to the country through her events company, G2 Media. SOHO distinguishes itself by adopting a unique approach, referring to clients as "guests" and embodying a high-service ethos akin to treating everyone as visitors in their own home. The salon’s authenticity is reflected in its decor, which features manicure tables, pedicure chairs, and waxing rooms, aiming to capture the essence of the New York suburb that inspired its name. One of SOHO's standout offering is the champagne Pedi-treatment, showcasing its dedication to providing distinctive and luxurious experiences. Getty joins us for this week’s edition of the entrepreneurial edge to provide insights into the ethos and unique features that distinguish SOHO in the competitive landscape of beauty parlours in South Africa.