Expert artistry. Timeless beauty.
D.Sierra Lash Co. was created to deliver more than beautiful lashes. Every studio, every artist and every appointment is built around a higher standard of artistry, professionalism and client experience.
From soft, refined enhancement to full glamour, our lash sets are customized around your features, lifestyle and desired finish. No two clients are styled exactly the same.
With multiple locations throughout Northern New Jersey, D.Sierra combines personalized artistry with the consistency, standards and experience of an established beauty brand.
MEET THE FOUNDER →Highly trained professionals dedicated to precision, artistry and consistency.
Classic, Hybrid, Volume, Mega Volume and Wispy looks tailored to you.
Luxury lash salons conveniently located throughout Northern New Jersey.
Award-winning artistry, premium products and a consistently elevated experience.
FOUNDER • D.SIERRA LASH CO.
FOUNDER • MULTI-LOCATION BEAUTY ENTREPRENEUR • BRAND BUILDER • MENTOR
From one vision to six locations and growing, Dominique Sandu built D.Sierra by turning instinct into strategy, standards into systems and talented people into high-performing teams.
The blueprint wasn't borrowed. It was built.
THE WOMAN BEHIND D.SIERRA
Founder • Entrepreneur • Operator • Brand Builder • Mentor
I built D.Sierra Lash Co. from an idea into a multi-location beauty company by learning what most people never see: the business behind the beauty.
I learned how to build teams, fill books, develop leaders, create standards, drive retention, position a brand, open locations and make performance repeatable.
What exists today is not the result of one decision. It is the result of years of refining every layer of the company until the experience, the people and the brand could grow together.
“I didn't build D.Sierra to fit into the industry. I built the company I believed the industry was missing.”
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Locations & Growing
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North Jersey Studios
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D.Sierra Standard
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Founder Built & Led
MORE THAN A SALON OWNER
How do you create a client experience people remember? How do you develop artists into professionals? How do you build leaders instead of dependency? How do you open another location without losing the standard? How do you create demand, protect culture and build something that becomes bigger than the person who started it?
Those questions became the foundation of D.Sierra — strong systems, disciplined operations, intentional branding, high expectations and a relentless belief that talented people can do extraordinary things when they are placed inside the right environment.
Success became a system, not an accident.
THE BLUEPRINT
Beautiful lashes are the service. The business behind them is what created the scale.
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Building something recognizable before a client ever walks through the door — a clear identity, a consistent voice and an experience people know belongs to D.Sierra.
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Identifying talent, setting expectations and creating an environment where artists and leaders can develop confidence, clientele and careers.
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Turning standards into processes — from booking and rebooking to leadership, client retention and accountability.
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Knowing how to grow locations, teams and demand without losing the identity and standards that made the brand successful.
BUILT THROUGH EXECUTION
Growth never came from simply wanting another location. Every expansion required better recruiting, stronger management, smarter marketing, clearer systems and people capable of carrying the standard forward.
Each stage of D.Sierra forced me to think differently: first like an entrepreneur, then an operator, then a leader, then the person responsible for building leaders beneath me.
The bigger the company became, the stronger the foundation had to become.
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Locations & Growing
MAKING SUCCESS REPEATABLE
Multi-location growth requires recruiting, marketing, retention, leadership, operational discipline, brand consistency and people capable of carrying the standard forward.
That is the business I built: a company designed to grow while preserving the experience clients recognize as D.Sierra.
Growth is impressive. Repeatable growth is the real achievement.
MENTORSHIP • LEADERSHIP • CAREERS
Some of the work I am most proud of has happened behind the scenes: recognizing talent, developing confidence, coaching performance and helping artists understand how to turn their skill into something sustainable.
Through D.Sierra, artists and leaders have been given structure, opportunity and a path forward — learning how to retain clients, rebook, communicate professionally, build stronger books and take greater ownership of their careers.
Talent deserves more than a chair. It deserves a path forward.
LEADERSHIP IN ACTION
My perspective comes from operating in the real world: hiring people, filling books, developing managers, protecting culture, opening locations and solving the problems that surface when a business begins to scale.
THE BRAND TODAY
D.Sierra has grown across North Jersey while preserving the identity, expectations and experience behind every studio.
Location 01
Little Falls
Location 02
East Hanover
Location 03
Glen Rock
Location 04
Nutley
Location 05
New Providence
Location 06
Caldwell
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