7 Years of Social B: From Stilettos to Strategy—A Journey of Purpose, Passion & Impact

How one woman's marketing journey led to an agency dedicated to transforming healthcare communications

The Beginning: Finding Purpose in Unexpected Places

Before Social B existed, there was Nicole Damaris—a young woman walking the streets of New York City as a runway model and brand ambassador, promoting brands in the heart of Manhattan. It was her teenage introduction to marketing, though she didn't know it yet. She was learning firsthand what captures attention, what makes people stop, what makes them care.

That early exposure planted seeds that would grow throughout her entrepreneurial journey. Nicole eventually opened her own fitness studio in Chelsea, where she became internationally recognized for something uniquely bold: stiletto workout classes. Yes, actual calisthenic workouts in heels—not walking or dance instruction. It was innovative, attention-grabbing, and quintessentially Nicole: taking something conventional and adding an unexpected twist.

Her marketing and public relations skills landed her company in the New York Times, on E! News, and Good Morning America. This is when her excitement for growing brands exploded.

A Cross-Country Move & A New Calling

Then love changed everything. Nicole met her person and moved across the country to Washington State. But entrepreneurs don't stop being entrepreneurs because of geography—they adapt. Nicole put her marketing skills to work with local businesses, including behavioral health hospitals in the Olympia area.

It was here, in the world of behavioral health, that something clicked. With a degree in psychology (though she never intended to work directly in the field) and nearly a decade of experience in marketing, Nicole discovered an intersecting passion: helping health practices connect with the people who need them most. She saw firsthand how behavioral health providers were doing life-changing work but struggled to communicate their value, reach ideal patients, or stand out in an overly saturated digital space.

Social B: From Beauty Business to Marketing Agency

Shortly after relocating, Nicole invested in and opened a multicultural beauty salon & spa in Olympia, naming it Social B. The name felt right—memorable, with personality. It became a success thanks to Nicole's marketing and strategy expertise. However, during this time, she realized her true passion was building and expanding businesses through marketing and business development, not running a salon.

Seven years ago this month, Nicole made a bold decision: transform Social B from a beauty business into a full-service marketing agency. Social B Marketing and Communications (Social B) was officially born.

Building Small, Building Strong

From day one, our philosophy was clear: stay small, stay purposeful, provide quality over quantity.

Social B started with a small team and has intentionally remained that way. Why? Because Nicole takes pride in being the strategist behind every client engagement, personally investing time in developing thorough, customized strategies—not cookie-cutter solutions. This hands-on approach means every client gets Nicole's expertise, not just our team's execution.

Our team is mighty. Each member brings comprehensive marketing skills plus unique strengths—whether in data analytics, creative communications, or graphic design. We've also prioritized diversity as a strategic advantage. Diverse perspectives mean better insights, more authentic messaging, and the ability to genuinely connect with diverse client audiences. In healthcare especially, this matters.

The Pivot That Changed Everything

For the first five years, we worked with clients across multiple industries—restaurants, leadership coaching, real estate, retail, therapists, fashion, nonprofits, and healthcare. The work was successful, but something wasn't quite right.

The challenge became clear: spreading our expertise across too many industries meant we couldn't become true experts in any one space. More importantly, our entire team wanted our work to mean something—to create social impact, to contribute to something bigger across communities.

The decision to niche down to healthcare was a team decision and a values alignment. With this strategic focus came a new name reflecting our commitment: Social B Psych.

Why Healthcare? Why This Matters

The answer is both simple and profound: when healthcare providers succeed, communities get healthier.

But there's something deeper driving Social B Psych. Nicole saw a fundamental inequity in the behavioral health space. Smaller practices—solo clinicians or small group practices—were at a disadvantage. They didn't have someone doing the business development and marketing work that larger facilities had. These clinicians were trying to do everything themselves, which didn't work because their place was with patients, treating those who needed them most, not trying to execute all of the varying marketing channels.

Nicole felt it was her duty to help these practices gain visibility and brand awareness. Many were her closest friends. Others were simply practices she knew deserved to be seen but weren't getting the recognition they needed.

But, there was another critical reason: patient care. Through her work with larger organizations, Nicole spoke directly with patients seeking treatment. She wanted to ensure she could refer them to the organizations that would be best for them—not just the ones with the biggest marketing budgets often reaching out just to fill a census. Social B Psych exists to level the playing field, so the right patients can find the right providers.

Real Results, Real Impact

When a behavioral health practice increases their client base, more people get access to mental health support. When a wellness business reaches their ideal audience, more people learn to prioritize preventative care. When health tech companies communicate their value effectively, innovation reaches the people who need it most.

We aren't just helping businesses grow—we're helping healthcare providers save lives and improve quality of life for real people in real communities.

Through targeted strategies combining email marketing to professional peers for referrals, social media content providing valuable health tips, and establishing a strong digital presence, we've helped behavioral health practices see significant increases in client inquiries and appointments.

The formula works because it addresses the unique challenges healthcare providers face: building trust in a field where vulnerability is required, breaking down stigma around seeking support, educating audiences in accessible language, creating referral relationships with complementary providers, and maintaining HIPAA compliance while being personable and engaging.

Best of all, we offer these services at different price tiers, making professional marketing accessible to practices of all sizes and budgets.

Still Open, Still Selective

While we've found our focus in healthcare, we haven't closed the originating Social B Marketing & Communication door. We still actively work with nonprofits, fashion and beauty retail, and other sectors—but only when it's the right fit, and under the Social B Marketing & Communication brand.

"We're very purposeful," Nicole emphasizes. "We care about providing a quality experience. That means being selective about who we work with and ensuring we can truly move the needle for every client we take on."

This selectivity isn't about being exclusive—it's about being effective.

The Lesson: Depth Beats Breadth

After seven years, one lesson stands above the rest: focus creates excellence. Specificity creates expertise.

"Trying to be marketing experts across every industry created a challenge," Nicole reflects. "We were spread thin. By niching down, we could become true marketing industry experts in healthcare. We could develop stronger strategies, deliver better results, and create the highest impact."

What's Next: Year 8 and Beyond

Seven years in, we aren't slowing down. We're expanding services to include Google reviews management, recognizing that online reputation is critical for healthcare providers. In an industry built on trust, what former patients say matters immensely.

Additionally, we're developing Social B Digital Products—solutions designed to provide even more value to healthcare providers at various price points and engagement levels.

Our vision is clear: continue refining our expertise, expanding our impact, and helping more healthcare providers reach the people who need them.

A Gratitude-Filled Milestone

As we celebrate seven years, the overwhelming emotion is gratitude.

Gratitude for the 40+ brands who trusted us with their marketing and missions.

Gratitude for a team that shares values, brings diverse strengths, and genuinely cares about impact.

Gratitude for the healthcare providers who dedicate their lives to healing others—and who let us play a role in expanding their reach.

Gratitude for Nicole's journey—from New York City streets to fitness studios to beauty salons to our thriving marketing agency.

The Purpose Behind the Name

There's something poetic about the Social B name now. What started as a beauty business brand has become something much bigger: a commitment to social impact, to being purposeful, to creating healthier communities.

Social B. Social impact. Social responsibility. Social good. And soon, Social Wellbeing.

The name has grown into its purpose.

Here's to seven years of growth, impact, and purpose-driven marketing. Here's to the healthcare heroes we serve. And here's to building a healthier world, together—one strategy, one campaign, one client at a time.

Interested in working with Social B? Whether you're a healthcare provider looking to expand your practice's reach or seeking a purposeful marketing partnership, let's talk about whether we're the right fit.