Nail bar at the Aveda Institute

Ariane Poole works her magic

James isn’t the only one who branched

out just because circumstance allowed. Richie McPherson, owner of Identity Salon and Spa in Stretford says: “We moved location and we had more room so it was a natural progression for us. “It was one of those things I’d never

done in the past because I was worried if a beautician was off ill it was a role I couldn’t step into; I don’t know the first thing about waxing, but now I have back-up!” Identity offers a range of hair and beauty

services over two expansive floors, and has a doctor who comes in once a week to offer Botox, fillers, facial peels and other specialised services. And it’s definitely working; Richie says

there has been a 15 percent increase in clients, month on month: “It’s generating income from a room that would have nothing in it otherwise. And it’s nice for me because I can have the odd facial as well!”

WHAT TO OFFER So, where do you start? Lisa says: “There’s no set rule for everyone, but if you have a successful salon with a loyal clientele and you think it might be an idea, why not do a survey? We often assume we know what our guests are thinking but we need to ask them more to fully understand what they want. “A business plan is also important;

find out what you can make and how many services you need to do to recoup your money.” Webster Whiteman found most of their

clients wanted manicures as an add-on service. Most importantly, it’s a service requiring little equipment and can be done in the same time it takes to cut and colour

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hair. However, false nails aren’t on the menu; Lisa says they take too long and the chemical scent is too powerful for other customers. It’s important to work out what’s right

for you; what works in one salon may not work in another. Lisa says: “Before deciding what you want to offer you have to look at your positioning and clientele. We’re in the West End and a lot of our clients didn’t want to have their waxing done and then have to walk all around London; it’s something they prefer to do closer to home.” It’s important to look at businesses

around you and see what there is a demand for. You should never set your menu in stone and if something isn’t working, stop doing it. Ian Egerton, of Stress Exchange,

has made a number of changes to the services he has offered over the years, most recently expanding his services with podiatry, osteopathy, a nutritional therapist, a hypnotherapist and more. Now the salon offers 200 services

across hair, beauty and the clinic, including electrolysis, non-surgical facelifts and holistic therapies. The one thing that hasn’t been too popular is spray tans, although rather cheekily, Ian puts this down to the fact the salon isn’t in Liverpool! There’s nothing wrong with keeping

the menu simple, according to Mette Haxthausen, Manager of the Aveda Institute in Covent Garden. She says: “Make sure you include a service that ensures high frequency of visits like waxing, threading and nails. You need to make sure the client comes back every three to four weeks.”

Webster Whiteman in Mayfair