The courage of facing a challenge head-on is always rewarded with finding a whole different world on the other side. Choi Miwon has committed herself to pursuing a career as a makeup artist over the past 15 years at a global brand and, as a reward, in 2011, she became manager of the eSpoir Dongseongno Store in Daegu, Korea. Nothing was easy when she first took the job. The brand was little known and it was difficult to run the store. However, she did as best as she could and, in 2015, won the gold prize in the retail improvement category at the in-house innovation contest, ABC Awards.

Always working hard at eSpoir Dongseongno Store in Daegu, Korea, manager Choi Miwon kindly explains about lipstick as she puts it on her customer's lips. The conversation between staff members and customers continues for quite some time. That is because customers know that eSpoir is a reliable makeup brand where they can seek advice they can trust.

"I have worked in department stores and makeup studios as a makeup artist for a global brand and then, in October 2011, I became a manager at an eSpoir store. I had high expectations for the brand, being a professional in makeup. And I thought it'd be important to reinvent staff members as makeup experts."

Staff members were asked to use every new product and complete the training program. Moreover, each member gave the makeup service to at least six customers every day. In total, 600 makeup services were provided in one month and, as a result, the brand gained more than 500 VIP customers. They also offered a makeup class, which usually takes place at high-end department stores. Thanks to all their efforts, sales have increased and so too has the number of customers. The store had only about KRW 200,000 in daily sales, but after Choi came as the new manager, it achieved up to KRW 100 million in monthly sales. Moreover, sales have increased by 55% every year for the last five years.

"Staff members at eSpoir store are called artists, but not everyone can wear the artist tag. In order to win it, they have to work in the store for six months and then pass the certification test. It is not easy, but totally worth the effort involved in getting the tag."

As a makeup brand, eSpoir requires members to have skills and thus become true to their name.

eSpoir Dongseongno Store's main customers are aged in the late teens and early 20s. They are predominantly students with little purchasing power. But, Choi sees it as a good chance.

"Young customers can grow up and become loyal to our brand. They all each are invaluable assets and an investment. Though their purchasing power is not great at the moment, they are always open to new products and are full of curiosity. It is much easier to explain about and sell products to them."

As part of the customer service, eSpoir Dongseongno Store sends makeup coupons to customers ahead of their big days.

"Customers come to get free makeup service before their interview, date, school picture day and even wedding photoshoot. We provide the service with all our heart in the hope that our service can bring them good luck. When customers come back to thank us afterwards, we feel really rewarded."

She set a good example for staff members and her sincere attitude has taught them an invaluable lesson. They have been working together for a long time now: the shortest length of employment is just three years. The longer they work together, the stronger their team chemistry become. To them, Choi is the biggest and strongest support.

"I was like a fish in a very small pond, but after joining eSpoir, I learned about the big wide world," said Choi. She saw the wide world and learned a lot while interacting with customers and experiencing various products in the store.

eSpoir provided a springboard for Choi in her career. Behind her success today lies her awesome skills, thoughtful consideration and caring heart to be happy for her customers who she helps to show their beauty.