Case studies: PURE Nail and Beauty

PURE Nail and Beauty
Becky Woodhouse
138 Lothian Road
Edinburgh
EH3 9BG

Tel: 0131 221 9133

Email: becky@pur-nb.fsnet.co.uk

Background

Becky Woodhouse always had dreams to start her own business eventually, and after she had completed Chartered Accountancy training, her employer allowed her to go part time so that she had more time to think and develop some of her ideas.

Becky says, "I first started with the idea for PURE from visiting some nail bars when I was in London. I thought the concept of convenient beauty, with short treatments that could be fitted around a hectic lifestyle was a great idea, but wanted to expand the nail bar concept to all areas of beauty, not just nails."

Unique

After further researching the industry, Becky found that most salons stocked just one range of products and that most large cosmetic companies dictated the treatments that the salon could provide. She felt this didn't provide the customer with much choice, especially in an industry where personal and individual service should be the top priority.

Becky came up with a unique treatment menu idea, with a 'Create Your Own' section for each beauty area, so clients could tailor their treatments exactly to their requirements.

Help from the bank and Women Into Business

It took Becky about 9 months to complete her business plan and find suitable premises, by which time she was pregnant with her son who is now two years old. The next stage was to find a bank that would finance her venture.

Becky recalls, "I had a lot of capital to invest myself and could also provide full security over any amounts borrowed, but it was still difficult to find a bank that would take me seriously - maybe my 8 month pregnant bump put them off!"

"I was accepted for finance with the HSBC, who have been very supportive all the way through. I have also had support and encouragement from Women Into Business Networking - it is always good to find the support of like-minded people."

Marketing

PURE has been up and running for about 18 months, and now has nearly 6000 clients on its database, which grows daily. A wise investment in salon management software allows Becky to analyse all areas of the business and adapt accordingly. It also allows her to take client's details, which she uses to continually market PURE, through regular email newsletters and mail shots.

Becky comments, "I find marketing one of the most difficult areas, as I am always trying to come up with new ways of reaching potential clients without spending very much money!"

Opportunities

Becky is finding opportunities to expand into new locations, and is keen to take advantage of the chance to expand the company, saying; "I have always been very ambitious, have a natural optimism, and I am very confident about the future."

This year, the PURE brand is becoming much more well known, and the company has been approached several times by newspapers and even ITV, where they donated a PURE Pampering Party for the 24 Hour Quiz show. They have also been selected to appear in a new book featuring the top 100 salons and spas in the UK, which is a great achievement for such a new salon.

Becky’s enthusiasm for her venture is apparent, and she clearly loves what she does;

"The thing I like most about running a business is that each day brings new challenges and new people to meet, sometimes good, sometimes bad, but always something different! Through the whole process I have learnt so much, and have never worked so hard in all my life!"

"I am very glad that I took the plunge to start my own business and it is a wonderful feeling when clients come up to me and say how much they have enjoyed visiting PURE."

Becky’s advice to potential entrepreneurs:

"My advice to anyone starting a business would be to go for it, but be realistic and remember the saying that Rome wasn't built in a day - be optimistic about the future, but ensure that you recognise potential pitfalls and be prepared for them. Lastly, take advantage of any help on offer, particularly in areas you are less sure of and try to network as much as possible."