Curated Beauty

When I opened my first salon, I was far more interested in becoming known within my local community than becoming known on Instagram.

I understood that women needed to experience our approach, develop trust in our expertise and recognise how the services we offered could support their everyday lives.

The events became one of the most effective ways of doing that, but the real commercial value came from what happened afterwards.

Somebody attending a £15 wellness event could become a client who returned every month for years, recommended us to friends and family, purchased products and eventually became an advocate for the business.

That relationship was worth considerably more than the initial booking.

It’s something I think the beauty industry could benefit from paying far more attention to, particularly when so much conversation around business growth is focused on attracting new clients.

Because the experience you create for the people already choosing to spend their money with you has an enormous influence on how much revenue your business can generate.

I’ve created a free webinar exploring client experience and retention, including the commercial decisions that encourage clients to return, recommend and develop long-term relationships with your business.

It’s also an introduction to the work we do inside The Skills Hub Business Edit.

Comment BUSINESS and I’ll send you the link to watch.