The Amazing Lash Studio Executive Team

A History Of Franchising Success


Amazing Lash Studio is lead by executives with extensive franchise experience building top performing domestic and international brands. This is leadership you can count on to protect and grow your investment. 

Jessica Le: Founder, Managing Member, Chief Development Officer and Vice President

Ms. Le is Amazing Lash Studio Franchise’s chief visionary. The brand remains true to its humble beginnings when Jessica ran her own lash business with meticulous care to every detail, growing to meet consumer demand in Houston with the brand’s first six locations—some of the highest-performing in the brand’s history.

While she is known for her ability to keep the brand ahead of trends, it is her unique approach to building a patent-protected process which has made Amazing Lash Studio the industry leader. Amazing Lash Studio is committed to maintaining her standards of excellence throughout all facets of the organization, and continual progression of the brand under her direction as Managing Member, Chief Development Officer and Vice President.

Edward Le: Founder & President

A serial entrepreneur, Mr. Le is driven by a desire to innovate. He continually guides Amazing Lash Studio Franchise’s executive team to ensure the highest quality processes and delivery on the company’s mission to create lasting beauty and confidence through passion, dedication and excellence so our guests will look and feel amazing.

In his role as President and Chief Executive Officer, his primary focus is the success of Amazing Lash Studio’s franchise community. Having co-owned and operated the brand’s first six locations, his unique perspective on all facets of studio ownership and daily management provides experienced guidance at a level few other franchisors can boast.

Heather Elrod: Chief Operations Officer

Bringing decades of executive leadership in the beauty, medical spa, and franchise sectors, Ms. Elrod has extensive leadership and management experience in training, operations and systems implementation, business development, finance, marketing, and organizational development.

Prior to joining the executive team of Amazing Lash Studio Franchise as Chief Operating Officer, she was the founder of SkinPhD, Inc., an award-winning cosmeceuticalskin care company that was selected “best of” in anti-aging by Dr. Oz’s medical review board and CEO of a medical spa franchise working with the private equity firm that purchased, grew, and sold the company.

She was also Vice President of Mail Boxes Etc. / The UPS Store, during the time when the domestic network grew by 40% and the international network by 184% resulting in over 4,500 locations worldwide with Master License Agreements in 80 countries with network sales exceeding $1.6B. Ms. Elrod was one of the first women on the board of the International Franchise Association and a founding board member of the Women’s Franchising and Distribution Forum. She was a consultant with Procter and Gamble Corporation, a $78B company.

Ron DaVella: Chief Financial Officer

With an impressive resume as a senior executive in the auditing and accounting field both nationally and internationally, Mr. DaVella has a strong background in senior client management, having spent a long and successful career of 34 years with Deloitte, and retiring in 2014 as a partner.

He has served on multiple boards of directors and audit committees, and has assisted companies with their IPOs, secondary offerings, mergers and acquisitions. He has extensive experience working with notable clients in the franchise sector, including Subway, Cold Stone Creamery and Carvel. In addition to being Chief Financial Officer of Amazing Lash Studio Franchise, Mr. DaVella and his wife Lydia are franchisees of an Amazing Lash Studio in Chandler, Arizona.

Dawn Weiss: Chief Marketing Officer

Ms. Weiss comes to Amazing Lash Studio with an esteemed career in the franchising industry. She brings with her nearly 20 years of sales and marketing experience across such industries as retail, health and wellness, fitness, technology, travel and hospitality. 

She has facilitated the growth of successful franchise systems building the most suitable, stable and sustainable path to remain ahead of industry trends and meet consumer demand. Most notably she was a founding team member of Massage Envy and The Joint Chiropractic, where she played a substantial role building the marketing infrastructure that helped propel these franchise concepts into highly profitable, household names. Her achievements earned the recognition of The Arizona Republic’s Top Female Executive for two consecutive years.

Coby Crouch: Director of Information Technology

Having begun his career with Massage Envy on their helpdesk, Mr. Crouch was part of the brand’s incredible growth from 600+ to 1,000+ locations, quickly becoming subject matter expert on technology topics and a leader in navigating the growth needs of a fast-paced mid- to large- tier franchise.

Under his direction, Amazing Lash Studio has prepared for explosive growth, including automating systems throughout the network, implementing enterprise solutions designed to keep pace with the system’s needs, and establishing a top tier security and liability protection infrastructure to safeguard studio-level transactions. The application of PCI compliance to the network makes Amazing Lash Studio one of the first franchise networks in the U.S. to attain the highest level of compliance.

With a true passion for learning, coupled with her love for retail and beauty brands, Ms. Collins brings nearly a decade of franchise experience in the areas of training and development, instructional design, program development and implementation, human resources, on-site and remote management and talent management.

Previously with European Wax Center, Ms. Collins has held various Director and Assistant Director positions in training, education, talent management and operations.