Family & business: what it takes to succeed in the beauty industry

It’s tempting to take a moment on a Sunday afternoon to look back and reflect on years past and challenges overcome. We had the chance to join Salma and Parmod recently on our Booksy visit to Harrow. They were both very welcoming and kind enough to share their story with us. We talked of business, life, family, and what it takes to succeed in the beauty industry.

With hands-on experience, you could instantly tell that the couple have been through years of hard work to rightfully earn their place in an ever-changing economy. Besides talk of tough decisions that had to be made along the way, we knew there’s more to their journey. We could see the dynamic that flows naturally between Salma and Parmod, and we were very curious as to how they reached this level of harmony yielding a successful partnership.

The spark and the action: a step today is a mile tomorrow

When they met, neither had begun their career in the industry. Parmod was working as an engineer and Salma had a dream that only needed a spark. Their companionship was perfect, and she found in him the support she needed to pursue her studies in beauty enhancements. They figured that if they joined forces, both his managerial thinking and her amiable nature when dealing with people, they would have a better chance as business owners. It takes just the right balance, they said, to implement a smooth dynamic in the workplace, and they were lucky enough to find it.
 

Fast-forward to 2003, the ambitious young entrepreneurs opened up shop through Salma’s Hair and Beauty in Harrow. “It was tough,” they said, making the investment and putting it all on the line. But to their surprise, “business was booming” not long after. Leafleting and newspaper ads were still all the rage back then and the couple found themselves on top of the game. While it felt good winning in a tough arena, they knew they had to take advantage of their position and expand further while they could. Luckily, another business was up for grabs in their building and they figured it would be ideal to merge. Would a bigger space attract more clients?

And they were right! Their decision led to the current state of their long-standing beauty salon. While the new business also came with inherited struggles, the partners managed to come through and focus solely on widening their horizons. They opened up another salon years later, Le Visage Hair & Beauty on Rayners Lane, to cover a broader area. They hired the right staff to be able to offer expertise in different beauty and hair treatments, and did all they could with their marketing efforts to shoot for a bigger audience.

Challenges within the workplace

But all things come at a cost and the beauty business partners understood that very well. They spoke to us of quite an interesting story, and it struck us how bold and transparent they can be about their past challenges. They explained that when they took over another business to expand their own, they took over the old staff as well, but had no clue of the real-life drama that was happening within that establishment.

Spending time with Salma and Parmod around their two salons when we visited, it’s near impossible to believe they would ever have problems with their employees or vice versa. It did truly feel like a family with more than just two members. But it hasn’t always been the case, they explained. They had to make compromises to reach the right fit.

Taking over a business as young entrepreneurs, they were met with senior members of staff who disregarded their authority altogether. “We had to face members of our staff deliberately driving down the business just for the hell of it,” they said, “what would you do in that situation?” The compromise was costly, but the partners had to make tough decisions to overcome yet another hurdle.

“I love working with people more than anything,” Salma said to us, “and I love my beauty treatments.” We understood that it felt disheartening for them to have trouble standing in the way of a healthy work environment. But out of struggle comes great rewards, and we can definitely see that the right decisions were made. Being around their employees in action today, seeing how comfortable they are going about their work and how they deal with clients, you could sense the familial bond Salma and Parmod project upon their workplace.

Competition and progress in a technology-driven market

It’s all fun and games until you run into the competition, but it’s just never truly business without a rival, is it? And if we know anything about the beauty industry, it’s ferocious! While your strategy may have been successful so far, it’s not guaranteed it will always be that way. Adapting to the market and thinking like your consumer are essential aspects of reaching your potential and keeping the business afloat.

Parmod explained that leafleting results kept dwindling the more people relied on social media outlets and online visibility. While the couple might know a lot more about beauty treatments than their competition, they found themselves bewildered by what they deemed “the new times.” Independent mobile providers, the couple told us, were taking a slice of the market by offering their services online and dominating the local searches. Parmod started seeing fewer clients from 2015 and up to the pandemic outbreak.

And it’s not that surprising, if not at all. According to recent statistics, around 77% of consumers regularly read and search for online reviews of local businesses before making a decision. The market is shifting rapidly the more technological solutions come to the surface, and the funnel through which a client reaches their provider has completely changed from what it was a decade ago. Parmod and Salma realised they can’t rely on phone appointments for much longer, and they have to introduce a new system to their workflow.

A booking app makes for a turning point

When they came across Booksy, the partners remarked, they found it much easier to work with than other providers. They were still very new to booking systems, and it took some time to adjust. But they’ve seen the value it brings to their day-to-day activities, how easy it is to plan ahead, and the convenience it brings to their staff.

"When I signed up with Booksy and started seeing positive results, it was fantastic"

We understand that it takes a lot of work to manage a salon, let alone two. Parmod explained that since they’ve started using our booking app, they felt more in control. They’re able to plan ahead and understand how their clients are responding to their services. Parmod also remarked that he found the appointments screen quite helpful and visually appealing, which allows him to refresh his memory quickly whenever he needs to and stay on top of the schedule.

"When that screen is full of appointments, I love it!"

The couple explained that the effects the pandemic had on their business almost forced them to shut down one of their shops. But with the help of the marketing features Booksy offers, and having signed up both salons on Boost, they were able to reinstate their position and grow their clientele further.

But it takes more than just signing up. When we visited their two salons, we saw providers trying their best to get the full potential out of Booksy. Aside from having the booking screen easily accessible to all staff members in the workplace, Parmod had leaflets and QR codes around the shop to urge his non-Booksy customers to use the service. While he’s managed to get most of his clients to book through the app, he still finds some calling him up to get an appointment. He hopes that his conscious efforts will make all of his clients use the service as he grows his place on the Booksy platform.