Strong foundation

Clare Porter, owner of Fountain Beauty in Guildford, tells us why she takes on apprentices, how she’s tackled the recruitment crisis, and what it takes to run a successful salon for over 16 years

What were some of your initial challenges on opening the salon 16 years ago?

“I’d had treatment rooms in Purley, but this was my first salon. I had to start from scratch and build my client base from zero. It takes a while to build this up but if you stick with it then word of mouth gets around and customers will come so my advice is to be patient and have confidence in yourself. Also, within six months of opening, we went into a recession; I knew that if I could survive that, I could work my way through any other problem.”

How has the business changed since then?

“We’ve evolved in terms of the treatments we offer. I started with Environ from day one, which people didn’t particularly know at the time, but it turned out to be the right long-term decision.

“I’ve made a few mistakes. I took on some treatments that I thought clients wanted then realised they didn’t fit with my ethos. So, I think my own personal ethos as a salon has evolved and has really become quite strong. There’s lots of shiny objects in this industry and you have to stick with the sort of treatments that suit you and who you are.”

What do you think of taking on apprentices?

“Currently, we have five staff, so there’s six of us in total, and two are apprentices – which I really recommend. Despite what you hear, the standards are there; everything’s in place. We use Kleek, a learning provider that visits and supports both us and the apprentice.

The apprenticeship standard just makes people more industry-ready because they’ve had the opportunity to work in a salon so they understand how to meet and greet clients and how to be prepared for the next treatment.

“We’re able to take people straight from school with no prior experience in beauty. They follow an induction process and then are educated. Kleek sends somebody in every month or so and does a one-to-one with them.

“There’s a learning portal, the apprentice has workbooks to work through, they get tasks, and we as qualified therapists help go through those tasks with them so we can show and train them. It’s a learning environment basically, but in a salon.”

What are the challenges running your business today?

“Rising power costs are obviously a challenge so we’ve started to go around the salon and change the lights to LEDs and we’re trying to be more sustainable by using Scrummi towels, as well as BC Softwear and Majestic. Recruitment has been a challenge that I’ve finally sorted out. I needed to have the right people because I love what I do and I think that’s reflected in the treatments we offer. I needed to have people who had that same interest. Covid shifted the industry for a while as people left but it feels like that’s coming back a bit more now.”

How did you recruit?

“In the end, I used an agency, which I’ve never done before – Anna and Bonnie at AB Beauty Consultancy. It took a while because I had to spend time briefing and being very precise on the kind of person I wanted.”

Do you send your team for training?

“Yes, I would say that’s one of the reasons I’ve managed to recruit the two members of staff I got recently, because I train, and where they’ve been, they haven’t had any progression, so it’s a definite help in recruitment.

“Some of our brands offer help too; I did my TCA peel training with Environ, which was fabulous. IIAA also do a lot of workshops that tie all their brands together, so they’ll do a pigmentation or a menopause one, for example.”

What are your most popular treatments?

“We specialise in massage and facials. Our biggest brand is Environ but we also have Natura Bissé. Both of those are cosmeceutical brands and then we’ve got Slow Ageing Essentials as a more holistic brand, which we took on two years ago.

“We also took on HIFU when we came out of lockdown. It’s great, it works and customers have been very happy with the results, but I wouldn’t want a new customer to experience that as their first treatment with me because it can be uncomfortable. You have to have a proper conversation about that but when people trust you and they know that you’ve taken it on because you’ve looked into it and you know it’s a good treatment, you get a different result. But I have turned people away and said ‘no, you’re too stressed at the moment’.”

Do you still find your maintenance treatments profitable too?

“We’re full service. Our spray tans are profitable because we do 15-minute appointments for £32. The manicures and pedicures I think of as core treatments from which customers can then migrate to higher value regimes.

“Often, people come every two weeks so that brings them back to the salon more regularly. And they’re really sociable; you get the opportunity to build a rapport with clients so it’s a good opportunity to discuss other treatments.”

Has there been a shift in what your customers want since Covid?

“I think clients have got a bit more discerning now. When people came back from the lockdowns, often their skin was a complete mess. People had been buying so many different products and it took ages to unravel what they were buying because they’d been listening to one influencer and then another.

“It’s taken a while to unravel from that. But it’s made us stronger because we’ve built that trust with our customers. We do more facials now and I don’t know whether that’s because everyone’s doing Zoom meetings and wants to have their faces looking their best.”

What about your suppliers; have they changed?

“I’m loyal to suppliers, particularly those who properly communicate, and where I feel it’s a two-way street. I don’t fall for those who are too pushy or short term and always make sure they get the basics right – is it easy to order, to get your stock and do they invest in proper training for you and your team?”

If you could turn back the clock, what would you do differently?

“I think I’d take a step back rather than just diving in. My advice to others starting out is to not get drawn in by shiny objects and really do your research. Make sure whatever you take on fits your business and your salon.”