Q&A

SETTING UP HOLMES

From a shed in her mum’s garden to a multi-site salon and academy business, Jasmine Holmes tells us how she built up Holmes of Beauty

How did you first start Holmes of Beauty?

“Holmes of Beauty launched in 2021. I started in a little shed in my mum’s back garden. Before that I had worked around Bournemouth in some local salons. That’s where I did my Level 2 and 3 apprenticeship at Bournemouth and Poole College and where I discovered my love for the beauty industry.

“After a while, I began to realise that some things were missing or could be done better, so I took the leap and decided to start up on my own in my mum’s garden.

“I knew from day one that I wanted to grow it into something bigger. I wanted to create a space where clients can feel like VIPs from the moment they walk in and have that amazing salon experience in beautiful surroundings. And for the staff, I wanted to make sure they have a place where they know they’re respected, appreciated, invested in and supported along the way.

“Within a year of working at home, I opened my first salon salon in Bournemouth. And from day one it was all about delivering results-driven treatments while focusing on supporting the team with the best training and opportunities.”

How did you grow into a multisite salon business?

“Business at the first salon grew pretty rapidly and we started drafting plans to further expand.

“Progression opportunities are really important for the team. I remember when I worked in salons, there was no real room for progression. Usually the owner was at the top. So, it is really good to see that the team now are able to grow into managers.

“So, the hunt for further locations began and we managed to secure two units within a year, which wasn’t the plan at all. But they were both really good locations so we took them both on – we couldn’t say no.

“We opened our second location in December 2024, and that’s in Walltown on the busiest road between Poole and Bournemouth. That’s allowed Holmes of Beauty to grow our team up to about 25 members of staff across the hair and beauty department in two locations now.”

You have plans for further expansion too. What’s next?

“Work has begun at our third location in a really nice part of Poole in Ashley Cross and we’ll hopefully be open within six months.

“As all this is happening, we’re already in discussions with local agents about more. “The plan is to secure another three locations. We are looking at Christchurch, Wimbourne, Southbourne, all within the Bournemouth and Dorset area.

“We’re hoping that will lay the solid foundations to a franchise model and a national rollout. I think that’s a really good way to help others who are hoping to be their own boss, giving them that starting point.”

You’ve expanded fast since opening. How have you achieved that growth?

“Opening an academy definitely helped. It was natural progression within the industry but the core focus of the business is having highly trained and confident staff.

“I think investing in your staff is the main thing. They’re the core of your business and as long as you create a space that they enjoy working in, your business can thrive with them and they can grow with you.

“So, the academy’s at the heart of everything and we do invest a lot of time into training with our staff.

“We do training for other people who want to get in the industry as well and we do have some plans drafted as we’d love to make it into an actual college and run an apprenticeship scheme.”

What’s the biggest lesson you’ve learned as you’ve expanded the business?

“That your team is everything. When your team is aligned, your core values and your business can thrive – not just financially but also in terms of culture, energy and client satisfaction.

“I’ve also learned to embrace the growth, learn from my setbacks and evolve with the industry, my clients’ needs and my team’s needs as a whole.

You’ve worked closely with Vagaro software. How has that supported growth?

“We started working with Vagaro when we opened our first salon in Winton. We did a bit of research into other booking systems but found Vagaro had the most flexibility.

“It had all the features we need, it’s user friendly, not only for the client to book online, but for your staff to access all their columns there. It supports us with bookings, marketing, memberships, inventory, all in one place, so I would say it’s kept us really organised as we’ve scaled up.

“It can do multi-location as well, so now we’ve got two salons that’s a really good feature to have – that clients can select location. We also do one-to-ones and reports and things to check the team’s progress.

“We also used Vagaro Capital to help us expand. We were one of the first in the UK to use it. It gave us access to funding based on our sales performance, which meant we can invest in growing the business without going through lengthy loan processes.

“It was straightforward and allowed us to move quickly, which was particularly useful when we opened our second location, and soon to be third.”

“WHEN YOUR TEAM IS ALIGNED , your CORE VALUES and your BUSINESS can thrive – not just FINANCIALLY but also in terms of CULTURE, ENERGY AND CLIENT SATISFACTION”

What advice would you give to other salon owners looking to expand their businesses – what do you wish you’d known when you started?

“Ensure your foundations are strong before you scale. That includes your team, your systems and the client’s journey within your salon.

“Expansion is super exciting but if your core values and processes aren’t solid and aligned it can become harder to manage, especially if you have multiple locations.

“Get support from others as well. It’s good to have a supportive network in this industry so reach out and don’t be afraid to ask for help.”