Per Ardua Ad Alta
View the Spring 2008 issue of Per Ardua Ad Alta
Beauty the Business at Devon Court
When it was time for Emma Jones ('04) to submit her preferences for university she was unsure what to choose, so she referred to her parents and their friends, as well as teachers at MLC, for advice.
The resounding suggestion was beauty, so Emma enrolled in the TAFE Beauty course and studied for a year at the Challenger campus.
Looking back, Emma can see she always had an interest in beauty - there are videos of her painting her dad's fingernails with nail polish, and pictures of her doing people's hair.
"My interest in beauty was there all along, I just didn't know," Emma said.
"From my first day at the orientation course at TAFE I knew it was completely me, and my parents were really supportive because they could see it was something I would enjoy and do well at," she said.
Some of the students were there because they didn't know what else to do, and they were not committed to the course, but I did well because it interested me."
Emma said after graduating in 2005, she worked for Ella Bache in Floreat, then in a beauty and tanning salon in Subiaco, and most recently for Beauty Image in Wembley. It was there that she acquired the commercial skills to start her own business.
"At Beauty Image, I took on a managerial role undertaking the computer work and ordering, and learning other aspects of running a salon. So when I was offered the opportunity of my own business, I jumped at the chance," Emma said.
"Before opening the salon, I had to renovate the space. It was originally a basement with limestone walls, so the first time I saw it I had to imagine what it would look like with a few changes. The renovations took time and it was hard because there wasn't anything I could do until they were finished. Since opening Devon Court Beauty in late May, business has been much better than I expected.
"Part of my clientele has resulted from word-of-mouth during the set-up process, and some clients come downstairs from the hairdresser to see me after having their hair cut upstairs.
"Initially I did a flier drop and I advertised on the front window. Part of my marketing edge was to consider the real cost of treatments and the cost of overheads and price treatments accordingly. That has resulted in me offering treatments at a much lower cost than many other salons in the Claremont area that have to pay staff and higher overheads," she said.
"For example, I charge just $12 for an eyebrow shape, $60.00 for a full hour massage, and $70.00 for a facial, but the service is the same as you would expect at other salons."
Emma said her creative streak comes from her parents. Her mum is creative and her dad is an architect. She also attributes the desire to run her own business to her family.
"Small business is very big in my family. My grandparents have a bed and breakfast they run themselves, my aunt owns a pharmacy, my mum owned a small gift shop in Claremont when I was growing up and my dad is a partner in an architecture firm.
"As I developed managerial skills at Beauty Image, I began to think I was capable of running my own salon and when I was offered the opportunity, my parents were really supportive.
Sometimes it feels weird to have my own business when girls from my peer year at MLC are still at university studying. I was working full time a year after leaving school, and was working in a managerial capacity a couple of years after that."
Emma said she specialises in waxing, massage, facials, manicures and pedicures and tinting. She's steered clear of electrical facials for now because the equipment is very expensive.
"Devon Court Beauty stocks Dermalogica products - a skin care system that is researched and developed by The International Dermal Institute. It is known worldwide as the 'professionals' choice'. Everyone can use Dermalogica because they don't have irritants that cause problems for people with sensitive skin. I choose to have Dermalogica Products in my salon because I believe they are the best ."
Emma said one of the drawbacks of working for herself was the long hours.
"When I worked for other salons it was a nine-to-five job, and you left work behind you when you walked out in the afternoon. Since starting Devon Court Beauty, I've realised that running your own business can be very time consuming. I have to get in early to prepare for the day, and I leave late after cleaning up and finishing the paperwork - there's no-one else to rely on to do these things. I also have to juggle appointments with trips to re-stock products for the store," she said.
"I've considered ways to compete with other salons in the area and I look forward to watching my clientele and return business grow."
Visit Devon Court Beauty at www.devoncourtbeauty.com.au
