Professional makeup artist Sacramento is a vibrant field, brimming with talented artists who transform appearances and celebrate individuality. From elegant bridal looks to captivating editorial masterpieces, these experts create stunning transformations, tailored to each client’s unique style and vision. Understanding the diverse range of services offered and the local scene is key to finding the perfect match for any occasion.
This guide delves into the captivating world of Sacramento makeup artistry, exploring the trends, the businesses, and the process of finding your dream artist.
This comprehensive overview provides a wealth of information on professional makeup artists in Sacramento. We explore the evolution of the industry in the region, highlighting current trends and demands. The various specializations within the field, from bridal to special effects, are detailed, alongside the typical clientele. Discover the prominent makeup artists and studios in Sacramento, their unique selling propositions, and business models.
Learn about the essential steps to find and hire the perfect artist for your needs, from online platforms to key considerations. Understanding the services offered, pre-consultation processes, and communication between artist and client are crucial aspects of this guide. We delve into the importance of high-quality products and tools, and the future of makeup artistry in Sacramento, including emerging trends and technological impacts.
Finally, client testimonials and reviews, and the education and training available, round out this thorough exploration of the Sacramento makeup artistry scene.
Introduction to Professional Makeup Artists in Sacramento

Sacramento’s vibrant artistic scene naturally fosters a thriving community of professional makeup artists. These skilled individuals are integral to the region’s beauty industry, catering to a diverse clientele with a wide range of services. From glamorous bridal looks to edgy editorial styles, and even captivating special effects, the spectrum of expertise is impressive.The demand for professional makeup services in Sacramento is consistently high, fueled by the city’s growing population, affluent demographics, and increasing appreciation for aesthetic enhancement.
Current trends emphasize natural, sculpted looks, while highlighting individual features. This demand is further amplified by events like weddings, fashion shows, and film productions, which often necessitate the expertise of a professional makeup artist.
Types of Services Offered
Professional makeup artists in Sacramento provide a multifaceted range of services, extending beyond basic application. Their offerings encompass various styles and techniques tailored to meet specific needs and preferences. This versatility is a key element in the success of these artists.
- Bridal makeup: This service focuses on creating timeless and elegant looks for brides, often incorporating classic techniques and personalized touches to enhance their natural beauty. It’s a crucial part of the overall wedding experience, impacting the bride’s confidence and well-being.
- Editorial makeup: This specialized service aims to create a sophisticated and polished look for editorial photography, fashion shoots, and magazine covers. It requires a strong understanding of current trends and a precise application technique to achieve the desired aesthetic.
- Special effects makeup: This niche service is crucial for film, television, and theater productions. It encompasses creating elaborate transformations, prosthetics, and intricate makeup designs to transform individuals into characters.
- Makeup application for events: This service is provided for various occasions, such as corporate events, galas, and parties. Artists are expected to cater to different styles and needs of individuals, maintaining a professional and approachable demeanor.
- Makeup lessons/classes: Some artists also offer lessons and classes to educate and empower others with makeup techniques. This service offers a great opportunity to build a community and share knowledge.
Specializations
The makeup artistry profession in Sacramento is characterized by a diverse range of specializations, each demanding unique skills and knowledge. These specializations reflect the breadth and depth of artistry in the field.
- Bridal makeup specialists often focus on creating timeless, romantic looks that complement the bride’s individual features and wedding style. They have extensive experience in creating a cohesive aesthetic for the entire wedding party.
- Special effects makeup artists frequently collaborate with film crews and actors to bring fantastical or dramatic characters to life. They are proficient in applying prosthetics, designing unique looks, and utilizing various makeup techniques to enhance the character’s performance.
- Editorial makeup artists are highly skilled in achieving sophisticated and polished looks for fashion photography and magazine features. They have a strong understanding of current trends and are adept at creating looks that capture the essence of a particular era or aesthetic.
Typical Clientele
The clientele for professional makeup artists in Sacramento is varied, reflecting the diverse population and interests of the region. This variety necessitates adaptability and expertise in handling different styles and needs.
- Weddings and events: This is a significant part of the makeup artist’s clientele, encompassing brides, bridesmaids, and guests seeking enhancement for special occasions.
- Photography shoots: This includes fashion, editorial, and portrait photography sessions, requiring precise application techniques and a strong understanding of various looks.
- Film and television productions: This niche clientele requires a high level of expertise and a deep understanding of special effects makeup.
- Corporate events: This clientele comprises individuals attending conferences, galas, and other business functions, often seeking a polished and professional look.
Pricing and Services
The cost of makeup services varies based on several factors, including the complexity of the look, the artist’s experience, and the duration of the service.
Service Type | Price Range | Typical Client |
---|---|---|
Bridal Makeup | $200-$500 | Brides and bridal party |
Editorial Makeup | $150-$300 | Models, photographers, and magazines |
Special Effects Makeup | $250-$700+ | Film and television productions, actors |
Event Makeup | $100-$250 | Guests at events, individuals |
Makeup Artist Businesses in Sacramento
Sacramento’s makeup artistry scene is buzzing with talent, offering a diverse range of services and experiences. From elegant bridal looks to bold, edgy creations, these professionals are shaping the city’s beauty landscape. They’re more than just artists; they’re visionaries, translating ideas into stunning transformations.The city boasts a dynamic array of makeup artists, from solo entrepreneurs to established studios, each with their own unique approach.
This variety ensures there’s a perfect fit for every client, whether you’re seeking a classic glam look or a cutting-edge avant-garde style.
Prominent Makeup Artists and Studios
Sacramento’s makeup artistry scene is brimming with talent, each with their own approach and aesthetic. Some stand out for their innovative techniques, while others excel in delivering timeless elegance. These professionals aren’t just applying makeup; they’re crafting artistry that reflects the individual.
Unique Selling Propositions (USPs)
Each artist brings a unique perspective and a distinct style. Some specialize in bridal makeup, known for creating breathtaking, unforgettable looks. Others excel in creating bold, modern looks for special events or photo shoots. Still others focus on providing makeup artistry for everyday use, offering clients a more natural, yet polished, appearance. Ultimately, the USP hinges on the specific aesthetic and client service each artist offers.
Business Models
Makeup artistry businesses in Sacramento employ various models. Some operate as solopreneurs, offering flexible services tailored to individual needs. Others have established studios, providing a dedicated space for makeup applications and services, often with additional offerings like workshops and product sales. The choice of business model reflects the artist’s vision and client base.
Marketing Strategies
Successful makeup artists in Sacramento leverage a variety of marketing strategies. They utilize social media platforms to showcase their work and engage with potential clients. Collaborations with local businesses and events are crucial to building brand visibility. Online portfolios and client testimonials play a significant role in building trust and credibility. Word-of-mouth referrals are a testament to the quality of their work and an invaluable asset.
Popular Social Media Platforms
Instagram, TikTok, and Facebook are commonly used platforms for showcasing makeup artistry in Sacramento. Instagram allows for high-quality visual storytelling, while TikTok leverages short-form video content for creative and engaging demonstrations. Facebook offers a broader reach and can be utilized for targeted advertising and community building.
Makeup Artist Directory
Business Name | Specialization | Contact Information |
---|---|---|
“Glamorous Glow” | Bridal, Special Occasions, Photo Shoots | (916) 555-1212, glamglow@email.com |
“Urban Canvas” | Modern, Edgy Looks, Everyday Makeup | (916) 555-3456, urbancanvas@email.com |
“The Polished Palette” | Natural, Polished Looks, Makeup Education | (916) 555-6789, polishedpalette@email.com |
Finding and Hiring a Makeup Artist in Sacramento

Sacramento’s vibrant scene boasts a wealth of talented makeup artists, ready to transform your look. Whether you’re preparing for a special occasion, a photoshoot, or just want to enhance your natural beauty, finding the right artist is key. This guide provides a roadmap to discover and hire the perfect makeup artist for your needs.Finding the ideal makeup artist is a personalized journey.
It involves understanding your vision, researching potential artists, and communicating effectively. The process can be streamlined by following a structured approach, ensuring you find someone who perfectly embodies your aesthetic and expertise.
Researching Potential Makeup Artists
Discovering suitable makeup artists begins with online exploration. Numerous platforms cater to this need, connecting clients with artists. Social media is a powerful tool for visual discovery, allowing you to view portfolios and styles. Word-of-mouth recommendations from friends and acquaintances often yield excellent results.
Evaluating Makeup Artist Portfolios
A comprehensive portfolio provides a window into an artist’s capabilities. Look for diverse makeup styles, reflecting a range of experience. Pay attention to the quality of images and the artist’s ability to create a cohesive look. A well-curated portfolio showcases versatility and creativity. Note the lighting, posing, and overall aesthetic presentation.
Assessing Experience and Style
Makeup artistry is a craft honed through experience. Consider the artist’s background, training, and years of practice. Do their creations resonate with your aesthetic? Does their style align with the look you envision? Discuss your desired look with the artist and confirm they have experience in similar styles.
Communicating Your Vision
Effective communication is paramount. Clearly articulate your vision and preferences. Use visual aids like photos or descriptions to convey your ideas. A detailed conversation about your goals and expectations helps set the stage for a successful collaboration.
Understanding Pricing Structures
Makeup services vary in price depending on experience, complexity, and location. Some artists offer packages or custom pricing. Research different pricing models to find one that suits your budget. Discuss pricing upfront to avoid misunderstandings. A well-defined budget is key to avoiding unpleasant surprises.
Contacting a Makeup Artist, Professional makeup artist sacramento
A professional approach is essential when reaching out. Craft a clear and concise message outlining your needs and desired date. Provide relevant details, like the event or occasion, to help the artist visualize the project. Inquire about availability and confirm the details in writing.
Comparison of Pricing Structures
Platform | Artist’s Portfolio | Contact Information |
---|---|---|
Showcase of various looks and styles. | Direct messaging and contact information. | |
Often includes professional profiles and client reviews. | Private messaging or direct contact details. | |
Specialized Makeup Artist Websites | Detailed profiles with comprehensive portfolios. | Direct contact forms or email addresses. |
Professional Makeup Artist Services in Sacramento
Sacramento’s makeup artistry scene is vibrant and diverse, reflecting the city’s unique energy. Professional makeup artists in this region offer a wide array of services, catering to various needs and preferences. From enhancing natural beauty for everyday looks to creating dramatic transformations for special events, these artists are masters of their craft.
Scope of Services Offered
Makeup artists in Sacramento provide a comprehensive range of services. They expertly handle everything from basic makeup application to elaborate transformations, taking into account each client’s individual features and desired outcome. This includes, but is not limited to, skincare consultations, color analysis, and personalized makeup recommendations. Many artists offer specialized services like bridal makeup, photoshoot makeup, and special event makeup, further tailoring their expertise to the specific needs of each client.
Pre-Makeup Consultation Process
A pre-makeup consultation is a crucial step in ensuring a successful outcome. This initial meeting allows the artist to understand the client’s vision, preferences, and skin type. The artist will discuss the desired look, consider the occasion, and advise on the best products and techniques. Understanding the client’s lifestyle, work schedule, and skin sensitivities further informs the consultation.
This ensures a personalized approach and an outcome that precisely meets the client’s expectations.
Makeup Application for Different Occasions
The application process varies significantly depending on the occasion. For example, bridal makeup often involves creating a sophisticated and timeless look, highlighting the bride’s best features. It usually emphasizes flawless skin, a defined contour, and a radiant glow. Photo shoot makeup, on the other hand, needs to enhance the client’s features to look their best in front of the camera, focusing on the subject’s personality and the desired mood.
Special event makeup can be anything from a subtle enhancement to a bold, dramatic look, with the artist working closely with the client to achieve their unique vision.
Importance of Communication
Effective communication between the makeup artist and client is paramount. Open and honest dialogue throughout the entire process allows for adjustments and ensures the final look perfectly aligns with the client’s expectations. The artist actively listens to the client’s feedback and provides guidance on the process and the choices involved. This collaborative approach ensures the client feels comfortable and confident in the process.
Makeup Products and Techniques
Professional makeup artists utilize a variety of high-quality products and techniques. They carefully select products based on skin type, tone, and the desired outcome. Techniques, such as contouring, highlighting, and blending, are used to sculpt features and enhance the natural beauty of the client. Artists frequently use specialized tools and brushes for precise application and seamless results.
Comparison of Makeup Artist Services
Makeup Artist | Specialization | Pricing | Client Testimonials |
---|---|---|---|
Artist A | Bridal & Special Events | $150-$250 | “Artist A was fantastic! She truly listened to my vision and created a stunning look.” |
Artist B | Photoshoots & Portraits | $100-$200 | “Artist B was very professional and created a look that was perfect for the photoshoot.” |
Artist C | Everyday Makeup & Skincare | $75-$150 | “Artist C is always on point! Her everyday looks are so natural and flattering.” |
This table provides a basic comparison of services. Pricing varies significantly based on the experience, skill set, and specialization of the makeup artist. Client testimonials highlight the positive experiences and outcomes, further demonstrating the diverse range of quality makeup artistry available.
Makeup Artist Education and Training in Sacramento: Professional Makeup Artist Sacramento
Sacramento’s vibrant beauty scene is fueled by talented makeup artists, many of whom honed their skills through dedicated training. This exploration delves into the educational landscape for aspiring makeup artists in the region, highlighting the pathways to professional success.The journey to becoming a skilled makeup artist in Sacramento often begins with formal training. This involves a structured curriculum, practical experience, and ultimately, a strong foundation in the artistry of makeup.
Local Makeup Schools and Training Programs
Sacramento boasts several reputable institutions offering makeup artistry courses. These programs cater to diverse learning styles and skill levels, ensuring that students gain a comprehensive understanding of the craft. From foundational techniques to advanced artistry, the curriculum is tailored to prepare students for the demands of the professional makeup industry.
Curriculum and Duration of Makeup Artistry Courses
Makeup artistry courses typically cover a broad range of techniques and aesthetics. Courses encompass everything from basic application to advanced techniques like airbrushing, special effects, and bridal makeup. The duration of these courses varies, ranging from intensive workshops to comprehensive diploma programs. This ensures that students gain the skills and knowledge required to excel in this dynamic field.
Required Skills and Qualifications
Beyond formal training, successful makeup artists possess a blend of technical skills and personal attributes. These include creativity, attention to detail, a keen understanding of color theory, and excellent communication skills. The ability to work well under pressure, and adapt to different client needs, is crucial for success in the industry.
Examples of Successful Makeup Artists
Sacramento has produced numerous talented makeup artists who have achieved recognition and success in the field. Their stories often highlight the importance of dedication, passion, and continuous learning. These artists have not only mastered their craft but also cultivated a unique style and clientele.
Process of Obtaining Professional Certifications or Licenses
To practice professionally, makeup artists in Sacramento often need to obtain relevant certifications and licenses. This process varies based on the specific requirements of the local governing bodies. The requirements typically involve completing a formal training program, passing an exam, and maintaining specific standards of practice.
Table of Makeup Artist Training Programs
School Name | Program Duration | Certification Type |
---|---|---|
Sacramento Academy of Beauty | 6 months | Cosmetology License |
The Makeup Studio | 3 months | Makeup Artist Certificate |
Glamour School of Makeup | 9 months | Professional Makeup Certification |
Client Testimonials and Reviews
A makeup artist’s reputation is built on trust, and client testimonials are a cornerstone of that trust. Positive feedback builds confidence and attracts new clients, while constructive criticism allows for growth and improvement. Understanding how to gather, manage, and respond to client reviews is crucial for any successful Sacramento makeup artist.Client reviews, both positive and negative, are valuable insights into your services and client experience.
They’re a reflection of your artistry and your ability to connect with clients on a personal level. This feedback can help you identify strengths, areas for improvement, and tailor your services to meet evolving client needs.
Positive Client Testimonials
Positive testimonials are powerful marketing tools, showcasing the artistry and impact of your work. They are social proof that speaks volumes to potential clients. They often highlight the makeup artist’s ability to understand client preferences, deliver exceptional results, and create a positive experience.
- “I absolutely loved my makeup for the wedding! [Makeup Artist Name] did an amazing job capturing my vision and making me feel beautiful and confident. I received so many compliments, and I highly recommend them to anyone looking for a talented makeup artist.”
- “[Makeup Artist Name] is truly a miracle worker! She transformed my look for my photoshoot, and I was so impressed with her creativity and attention to detail. My pictures turned out stunning, and I can’t wait to book another session with her.”
- “From the initial consultation to the final touch-ups, [Makeup Artist Name] was professional, friendly, and accommodating. She made me feel comfortable and confident throughout the entire process. I would definitely recommend her to anyone.”
Negative Client Reviews and Addressing Them
Negative reviews, while sometimes challenging, offer opportunities for improvement. A proactive approach to addressing negative feedback demonstrates professionalism and a commitment to client satisfaction.
- Example: “The makeup was a bit too heavy for my face.” Response: “Thank you for your feedback. I understand your concern about the makeup being too heavy. In the future, I can adjust the application technique and product choices to create a more natural and lightweight look. Please reach out to schedule a consultation for your next appointment to discuss your specific preferences.”
- Example: “The artist was late to the appointment.” Response: “I sincerely apologize for the delay. Please know that this is not the standard of service I strive to provide. I will be reaching out to you to discuss this matter further and ensure this does not happen again.”
- Example: “The products used caused a skin reaction.” Response: “I am so sorry to hear about the skin reaction. This is completely unacceptable. I will investigate the specific product and ensure this does not happen again. Please contact me for a complimentary makeup service.”
Importance of Building Trust and Positive Relationships
Building trust with clients is essential for long-term success. Building relationships involves proactive communication, clear expectations, and a genuine interest in client satisfaction.
- Demonstrate professionalism in all communications and interactions.
- Maintain a respectful and courteous demeanor, both in person and online.
- Be attentive to client needs and concerns.
Impact of Online Reviews
Online reviews have a significant impact on a makeup artist’s business. They are often the first impression potential clients have of your services. Positive reviews build credibility, while negative reviews, if not addressed properly, can deter clients.
- Positive reviews attract new clients.
- Negative reviews, if addressed effectively, can turn into opportunities for improvement.
Collecting and Managing Client Feedback
A structured approach to collecting and managing client feedback is crucial for continuous improvement. Regular feedback loops are essential for a thriving business.
- Implement a system for collecting feedback from clients.
- Establish a system for addressing client feedback promptly and professionally.
- Utilize online review platforms (e.g., Google, Yelp) for feedback collection.
- Encourage clients to provide feedback via surveys or questionnaires.
Testimonials from Satisfied Clients
Client Name | Testimonial |
---|---|
Sarah Chen | “I was blown away by [Makeup Artist Name]’s talent. She transformed my look for my wedding, and I received so many compliments! Highly recommend!” |
Emily Lee | “I’ve been using [Makeup Artist Name]’s services for years now, and she always exceeds my expectations. Her creativity and attention to detail are exceptional.” |
David Kim | “[Makeup Artist Name] is a true artist. Her ability to understand my vision and bring it to life is remarkable. I’ll definitely be back!” |
Professional Makeup Artist Tools and Products
A professional makeup artist’s arsenal isn’t just about pretty palettes; it’s about precision, control, and a deep understanding of the tools and products that enhance beauty. The right tools make all the difference in creating a flawless look and ensuring client satisfaction. High-quality products not only deliver superior results but also contribute to the longevity and health of the skin.
Essential Makeup Brushes
Mastering the art of makeup application relies heavily on the right brushes. Each brush type is designed for specific tasks, allowing for precise application and blending. A variety of shapes and sizes provide artists with the control needed to achieve different looks. The quality of the bristles significantly impacts the outcome. Soft, dense bristles allow for smooth blending, while firm bristles are ideal for precise application and creating sharp lines.
- Foundation Brushes: These brushes, ranging from flat and wide to tapered and pointed, are essential for applying foundation evenly and seamlessly. A large, fluffy brush helps to blend foundation into the skin, minimizing any harsh lines or uneven coverage. A more pointed brush is ideal for precision around the nose and chin, enabling a flawless, blended look.
- Concealer Brushes: These brushes are typically small and precise, designed to apply concealer with minimal product. A pointed brush allows for targeted application to blemishes or dark circles, while a smaller, denser brush helps with concealing smaller imperfections with precision.
- Blush Brushes: Blush brushes come in a range of sizes and shapes. A large, fluffy brush is great for creating a soft, diffused blush look, while a smaller, angled brush allows for more precise application, particularly for contouring.
- Powder Brushes: Powder brushes are available in various sizes, from large, fluffy ones for setting the entire face to smaller, denser ones for setting specific areas like the under-eye or around the nose.
- Eyebrow Brushes: Eyebrow brushes are typically small and angled, allowing for precise shaping and filling of the eyebrows. They help define the brow shape and add fullness where needed.
- Eye Shadow Brushes: These come in a wide variety of shapes and sizes, from small, precise brushes for applying color to large, fluffy ones for blending and diffusing.
- Lip Brushes: Lip brushes are designed for precise application of lip color, helping to create a smooth and even finish. These brushes also allow for easier application of lip liners.
Importance of High-Quality Makeup Products
Using high-quality makeup products is paramount for achieving professional results and ensuring client satisfaction. These products are formulated to provide superior performance, long-lasting wear, and minimal irritation. Professional-grade products are often developed with advanced ingredients, ensuring they provide better coverage, blending, and longevity.
Makeup Tool Care and Maintenance
Maintaining makeup tools is crucial for hygiene and longevity. Clean brushes regularly to prevent the buildup of bacteria and product residue, ensuring they last longer. Clean brushes with a gentle cleanser and let them air dry thoroughly. Storing brushes properly in a clean, dry environment helps preserve their shape and integrity. This routine prevents product buildup and bacterial growth, contributing to a healthier, more hygienic makeup application environment.
Essential Makeup Kit
A professional makeup kit should include a selection of tools and products suitable for various applications. This table provides a sample of essential items.
Category | Essential Items |
---|---|
Brushes | Foundation, concealer, blush, powder, eyebrow, eye shadow, lip |
Foundations | Various shades, finishes, and types |
Concealers | Various shades, coverage levels |
Blushes & Bronzers | Various shades and finishes |
Eye Shadows | Neutral, bold colors |
Mascaras | Different types and finishes |
Lip Products | Lip liners, lipsticks, glosses |
Setting Spray | For long-lasting makeup |
The Future of Professional Makeup in Sacramento
The Sacramento makeup artistry scene is poised for exciting evolution. From innovative techniques to technological integration, the future holds a wealth of opportunities for both artists and clients. This dynamic landscape is fueled by a constant push for creativity and a desire to meet the evolving needs of a discerning clientele.
Emerging Trends in Makeup Artistry
The makeup industry is constantly reinventing itself. We’re seeing a strong emphasis on natural-looking makeup, personalized looks tailored to individual features, and a resurgence of classic styles with a modern twist. A focus on sustainability and ethical practices is also growing, with more artists choosing eco-friendly products and brands. These trends are shaping the way makeup is approached, creating a more personalized and mindful experience for clients.
Impact of Technology on the Makeup Industry
Technology is rapidly transforming the makeup industry. Digital tools for creating makeup looks, augmented reality applications for virtual makeup trials, and AI-powered tools for personalized skincare recommendations are changing how makeup artists work and how clients experience the artistry. These advancements are not only streamlining processes but also enabling a more precise and tailored approach to makeup application.
Predictions for the Future of Professional Makeup Services in Sacramento
Sacramento’s makeup scene is expected to see a rise in demand for specialized services. Personalized makeup consultations, bridal makeup packages tailored to individual wedding themes, and makeup services for specific events (e.g., corporate events) are all likely to gain popularity. This trend reflects the growing desire for bespoke experiences that cater to unique client needs and preferences.
Potential for New Specializations and Services
The potential for new specializations in makeup artistry is vast. We might see a surge in demand for makeup artists specializing in specific skin types, such as acne-prone or sensitive skin, or perhaps makeup artists trained in advanced techniques like microblading or permanent makeup. The development of makeup services focused on overall wellness and well-being, integrating holistic practices, is also a possibility.
Makeup artistry is becoming more than just a cosmetic application; it’s becoming a holistic service.
Importance of Staying Updated with Industry Trends
Staying updated with industry trends is crucial for professional makeup artists. Attending workshops, seminars, and conferences, utilizing online resources, and networking with other artists are essential to keep abreast of evolving techniques, product advancements, and emerging styles. This continuous learning ensures that artists remain competitive and provide clients with the most current and effective makeup services.
Projected Growth Trends for Makeup Artistry in Sacramento
Year | Projected Growth Rate (%) | Description |
---|---|---|
2024 | 8 | Steady growth driven by increased demand for specialized services. |
2025 | 10 | Further acceleration in demand for personalized services, reflecting client preference for customized experiences. |
2026 | 12 | Continued growth with the integration of technology and new specializations, including a strong demand for makeup artistry focused on holistic well-being. |
These projections suggest a bright future for professional makeup artists in Sacramento, emphasizing the importance of continuous learning and adaptation to meet the ever-evolving demands of clients.