Charming. Caring. Confident. These are just a few words to describe Beth Ann Taratoot, a former runway and catalog model turned image consultant and cosmetics entrepreneur. Taratoot has built an empire in Atlanta with her cosmetics line, image consultant services and helping women find their confidence. Now due to construction and changes in the area, Beth Ann's Boutique and Makeup Studio of 18 years will be closing come late spring. However, Taratoot wants her customers to know that this is not the end. Her image consultation and makeup services are still available and in the near future her products will be available online.
The Augusta native began her modeling career in the early 1970s with an agency in downtown Atlanta called The Peach Trees. She went to an interview and they introduced her to some photographers in order to build a portfolio of photos. "I really didn't know what modeling was all about," said Taratoot sitting in the cosmetics area of her shop. "I guess I just had a natural flare for it."
She took modeling jobs with small individual owned salon boutiques such as Regenstein and J.P. Allen. As the fashion industry grew, big name stores such as Neiman Marcus, Rich's, Davison's (which later became Macy's) and Saks Fifth Avenue began to arrive in Atlanta. "The fashion industry was really just beginning in the early 1970s," said Taratoot, "and I was asked to work with the bigger stores."
Neiman Marcus's arrival was the height of couture in Atlanta and they brought fashion designers and coordinators who taught Taratoot so much about the industry. "I learned a lot from my fashion coordinators and they molded me in many ways, probably helped me to cultivate to build more core confidence for myself so I can have that ability to share with the women," said Taratoot.
Core confidence and inner beauty were her main focus as she began her image consultant career and later her cosmetics line. Her warm and caring nature made it easy for women to ask her opinion about their clothing choices and makeup tips, which inspired her to start her cosmetics line. "My mom said one day, 'Let's look in and see what it would take to start your own makeup business,'" said Taratoot. Her cosmetics line was introduced in 1980 and today is available for women of all ages.
Taratoot's business is going through many changes as with many retail businesses in the area. "A lot of businesses are going online," said Taratoot, "but that touch and feel is so important."
She enjoys that personal interaction with her clients and learning about their lives in order to best assist them with their wardrobe and makeup selections. Communicating with customers and seeing them on a regular basis is the one thing she is going to miss the most about her shop.
"My clients. My relationships," said Taratoot. "I'm very humbled and very fortunate and very blessed to have loyalty."
Stay in touch with Taratoot and to receive information regarding purchasing her cosmetics products and clothing line, Collect by Beth Ann, by going to bethannstyle.com and sign up to receive the newsletter.
