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Debbie Adams runs The Guinot Salon East Belfast. She tells Erin Leybourne about being a franchisee, and her advice for other salon owners interested in franchising

Why did you decide to go down the franchise route with your salon?

“My business was originally called Salon in the Square and I was a Guinot stockist but franchising had always been in the back of my mind because I knew there was a gap in the market, especially in Northern Ireland. Just after our first year of trading, we hit the VAT threshold, so I knew we needed to grow.

“I felt that being in partnership with Guinot was the best decision to be able to grow safely. The fact that we’re their first franchise in Northern Ireland was the cherry on top. I genuinely believe in the brand. So, I did Guinot’s PHD programme, where you run as a franchise for eight modules then decide whether you want to convert.”

What kind of training have you had since converting?

“My business development adviser was phenomenal because we had changes going on in normal salon business and they were right alongside me, supporting me HR-wise, making sure training was coordinated.

“When we did the refit, the salon had to close for a week to allow the work to be done, but my team also had to have the franchise training, and a trainer came to Belfast.

“We have training throughout the year. We’ve done adult mental health training, which is amazing for ourselves and to be able to support our teams. We’ve also trained in the cancer care treatment (see page 94), which is huge, in my opinion.

“What I like about it is that it’s a normal treatment, so that client is not going to feel singled out. Nobody needs to know they’re in for a cancer care facial. We are going to run private clinics if that’s what they want as well – more from an immunity point of view, but also for comfort.”

What are the most effective marketing tactics you’ve employed?

“We run eight-week cycles and focus on a different treatment and a different retail product each cycle. They fit in with whatever is going on seasonally. So, our spring cycle was SPF and we did a big education campaign around that, which worked really well. Because the marketing is so targeted and our socials are all aligned, it really helps to drive awareness of that particular cycle.

“I also do sponsorships. I sponsor the local football team, and I sponsor a tee box on the golf course, and that has really helped to build community relations. I went to the local golf club and did an information night with facials and Guinot supplied me with samples.”

What advice would you give to someone considering becoming a franchisee?

“Definitely check if the franchise is regulated. One strong message throughout my journey was to do your due diligence. Contact other franchisees. I had to do a British Franchise Association course so I understood exactly what I was getting into. It’s not a decision you should take lightly. It’s at least the next 10 years of my life that I’m going to be partnered with Guinot, and that works for me.

“Also ask what support there is if things aren’t going to plan. I knew my business needed to grow, but I was very nervous of going it alone. I definitely don’t feel like I am on my own, I have a team on my side. I would say to any potential franchisee, check out what support you’ll get, because things will go wrong and there will be hard days, so you need to know what’s in place to support you.”