Emily has created a peaceful and beautiful space at her Sol at Henley beauty and wellness salon based in Henley Beach South.
She has owned this business for two years, but worked at the salon first as a part-time casual after arriving from the UK. A year into working at Sol at Henley, her employer decided to sell the business. Taking on the responsibility of a new business so soon after arriving in Australia was both daunting and ‘the worst timing ever’ but Emily said YES. And she is glad she did.
One huge advantage Emily had was that she had run her own salon in the UK. She knew the industry well, and being employed at SOL meant that she knew the location, the clientele and the intricacies of the salon.
We wanted to learn -
- how her business had been impacted as a result of COVID-19
- how she was adapting with re-opening
- some insights about her learnings as a second-time business owner and
- any other tips she was happy to share with us
The big shut down
As with the vast majority of businesses in her industry, Emily had to totally close the salon as COVID restrictions hit. While it was ten weeks of complete closure, it was the preceding three weeks to the shutdown which were the most dire. It was a time of huge uncertainty, not knowing what the future would hold. It was only when JobKeeper was announced, that she felt some security, had ability to plan for business continuity.
On a personal level, Emily had not had a chance to pause at all over the last few years with immigrating, working, buying a business and having a young family. She noticed the ‘gentle up-side’ of this enforced pause, and was able to catch up with herself a little.
Towards the end of the 10 weeks however, Emily was really wanting to get back to her salon. Her work is her passion and she missed her clients and her work terribly.
Opening back up
When we visited the salon, Emily was very busy - with regulars wanting (needing!) to catch up on their beauty services. In fact, she said that she is currently busier than ever, reaching a new market of ‘work from home’ clients.
We asked Emily if, given the ‘high touch’ type of services the beauty industry, she had noticed any health concerns from clients. While she obviously had created a COVID-safe plan, she said her existing clients had not even asked about this prior to coming back. She put this down to the fact that even pre-COVID everyone had always commented on how clean and hygienic her premises and practices were.
As with many other businesses we visited, we noticed both a relief that things were getting back to normal together with an edge of uncertainty that there could be a second wave, or that the current busyness was related to ‘catchup’ bookings.
One thing is for certain - Emily is not taking anything for granted and is very focussed on looking at how to bring in new clients.
The power of networks
Having been a business owner previously in exactly the same industry, you might think taking on this business would be relatively easy. What Emily realised though was how important having established networks were in running and growing a business. She literally knew no one when she started.
When you are working full time in your business, there is little time to work on the business, and networking is one of those important ‘on the business’ activities.
Two years on and Emily has obviously developed some networks. She collaborates with complementary businesses like the local coffee shop, the hairdresser and is participating in activities like SALA.
Her challenge currently remains finding time. Reflecting on her previous business experience in the UK, she feels it will be about five years before she will be able to have the ‘luxury’ of more significant chunks of time to work on the business.
Options for growth
Emily’s biggest challenge now is to get more exposure to grow her client base.
One such angle is working out where to spend her advertising dollar, and knowing what is going to work. Emily found that the Visit Henley Beach Facebook page had worked well for her in bringing in new clientele. It pays to keep trying new things in this new #shoplocal sentiment and environment.
Another way of increasing her revenue (and offerings to her clientele) is through ‘renting a chair’. Many salons offer their premises to practitioners who may have a specialty in something not currently offered in-house. The salon then is able to bring more people, and the practitioner has a professional place to practice. It is meant to work as a win-win.
In practice, it is often fraught. She has found many people prefer being employees and this is not something many salons can afford, especially in the current climate. Additional administration can eat into the benefits of such an arrangement, and Emily has currently decided that unless the absolutely perfect person falls into her lap, she will not pursue this until the timing is right.
Everyone is precious
Emily’s approach to her clients was summed up in the *business tip* we asked her to share with us.
“They are all valuable. Nurture them. Love them all. Everyone deserves the same level of care whether they spend $10 or $200. “
Emily is receiving support through the Business Support Program to help improve her website and marketing.
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Urszula Richards
Business Marketing Advisor - Urban Projects
E: urichards@charlessturt.sa.gov.au