43 | SME Business Elite Supplement 2020 58 | Q1 2021 Jul20581 Excellent Standard Of Care Located in Hempstead, Pinky’s Beauty Ltd is an award-winning beauty salon providing over 450 bespoke and clinically outstanding treatments. Following its well-deserved success in the SME Business Elite Awards 2020, we got in touch with Katie Pickett to find out more. Starting up in June 2018, Pinky’s Beauty Ltd strives to remain on top of their game by ensuring that the clients journey is of a high standard from the first contact right the way through. To begin, Katie provides a brief overview of the firm and offers more insight into its clientele. “Here at Pinky’s Beauty, we offer a range of services including aesthetics, nails, beauty, hair and specialised health related treatments. Clients are like family to us, typically ranging from the very young to the elderly. The overall client experience is key, and by ensuring my staff are well supported and encouraged in their roles, I feel this leads back to the excellent standard of care given to our clients. Even when I had one client a week at my kitchen table, my core values today remain the same as the ones back then. With a high client retention rate of 80% and having received excellent feedback, this further demonstrates how well our values are working.” Across South East England the firm find themselves in direct competition with several other beauty salons, however as Katie goes on to explain, its client-focused approach has allowed the firm to distance itself from the crowd. “Serving clients from all walks of life, we typically aim to make the salon accessible to everyone without resorting to lowering standards. In such a saturated industry, it has always been important to stand out from the rest. By ensuring we create an “everything under one roof” philosophy, we allow our clients to access all of their treatments in the same place. Knowing their musical taste, their children’s favourite sweets and how they take their coffee are just some of the things which help create a loyalty between the client and one of our therapists.” Staff members play an integral role in the success of Pinky’s Beauty Ltd, and as Katie explains further, it’s their personal qualities in particular which are instrumental when it comes to building a rapport with a client. “Having recently interviewed for a new salon manager, it became clear to me what the priorities were when recruiting for the Pinky’s family. Above all else, passion, drive, determination, positivity, and motivation are the key characteristics we look for in individuals in order for us to deliver the true Pinky’s experience. However, any new recruit must have the highest level of qualifications in the beauty field and be able to demonstrate that they can meet the Pinky’s code of conduct.” The early stages of COVID-19 hit the beauty industry particularly hard with many salons having to close, and as Katie elaborates further, this has also been a testing time for the business since reopening. “High levels of PPE were required to re-open the business, although that in itself brought challenges. The beauty industry is naturally one of comfort and closeness so having to adjust to physical barriers was difficult. With a huge proportion of our revenue usually coming from people preparing for holidays, events, and weddings, we have also missed out on their business with everyone being home based. Additionally, due to the extensive levels of cleaning undertaken, we lost out on 10 clients per day during our allocated cleaning time. Despite this, our period of closure did at least provide us with an opportunity to refurbish the salon and proceed with opening the hair salon next door.” Bringing the interview to a close, Katie signs off by kindly sharing some of the exciting plans the team at Pinky’s Beauty have in store as we look ahead to 2021 and beyond. “Next year we will be focusing on our new campaign of turning Pinky’s green! The environment is a cause close to our heart, so we hope to be working with other beauty businesses and local news stations to put the campaign in motion. Beyond this, with the success of our aesthetic clinic The Pink Clinic, we will soon be expanding into a larger premise in order to bring in more exciting and bespoke treatments.” Company: Pinky’s Beauty Ltd Contact: Katie Pickett Website: www.pinkysbeauty.co.uk
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