Talking to… Kelly Edges

For many beauty therapists, 25 years in the industry might feel like the point when you've seen it all. You’ve built your clientele, refined your treatment menu and found your rhythm. But for Kelly Edges, it became the moment she realised there was still more to learn.

The owner of Kelly Maria Skin Health & Beauty in Solihull, who has worked in beauty since 1997, admits there was a point when she started to feel she was falling behind the rapid pace of change within the skin sector.

“I remember doing a client’s treatment and she was telling me about all the things she'd seen on the internet and Instagram,” says Edges. “I was thinking, ‘Gosh, I feel a bit behind the times here. I need to catch up.’”

That realisation would spark a remarkable period of growth. Over the following couple of years, Edges immersed herself in education, investing in advanced skin training, microneedling qualifications and LED light therapy. The result has been a complete shift in both her business and her confidence.

“My business has really taken off since then,” she says. “Having seen some amazing results with microneedling, particularly in acne treatments, that leads to confidence. Then that confidence leads to more clients wanting to book in with you.”

It’s a transformation that culminated earlier this year when Edges was named Therapist of the Year at the Professional Beauty Awards. Yet her journey into beauty began in much the same way as many therapists’ careers do – with a personal interest in skincare and a desire to help others.

Built on passion

“From an early age I was always very into skin because I’d had my own skin issues,” she explains. “It was only very mild acne, but it’s enough to get you down, isn't it? I was always mixing lotions and potions at an early age, trying out carrot and honey on my face to see if it would help.”

After completing a BTEC diploma in beauty therapy in 1997, Edges spent three years working in a local salon before opening her own business with her friend and fellow beauty therapist, Vicky Donohoe.

The pair established a salon together in 2000 and spent more than a decade building a successful business. But when Donohoe was tragically diagnosed with frontotemporal dementia – a rare form of dementia that often affects people at a younger age – and as family life also evolved following the arrival of her children, Edges eventually made the decision to relocate her business to a converted garage at home. Although

Donohoe would later pass away from the disease aged just 39, her influence on Edges’s career remains evident whenever she reflects on those formative years in business.

Education as a business strategy-

While some people might view training as an obligation, Edges sees it as one of the most important investments she can make. “I just love all things skin; I find it so fascinating. I don’t think you can ever know enough. You're always learning.”

Over the past two years, she has completed training in chemical peels, microneedling, skin regeneration, nutrition, buccal massage, oncology awareness and more.

Her turning point came through Dermalogica’s Luminfusion treatment. “I remember going on the course and not having the pen or the light therapy to do the treatment, and thinking, ‘Right, I need to purchase these. I need to invest in this because this treatment’s really good’. That was the lightbulb moment.”

Looking back, she believes the biggest obstacle wasn’t a lack of opportunity, but rather a limiting belief about what her clients wanted. “I thought to myself at the time that my clients wouldn't want more advanced treatments. I told myself they were happy with what they were having, but actually, they love it. I’ve converted a lot of clients to the more advanced treatments now.”

It’s a lesson that many experienced therapists may recognise. Sometimes the biggest barrier to growth isn’t clients’ willingness to evolve – it's our own assumptions.

Results drive confidence

The introduction of microneedling and LED light therapy has transformed both Edges's treatment results and the commercial performance of her business.

“The results have been amazing,” she says. “It’s quite emotional really when you see someone who’s struggled for so many years and tried so many different medical options and topical creams. When they finally come in and they see results from microneedling, it’s just the best.”

As her confidence grew, so did her willingness to explore new business opportunities. One of the most successful has been the introduction of Dermalux LED device rental services, allowing clients to continue treatments at home.

The idea emerged when a client needed support while Edges was away on holiday. She explains, “The client hired it for a week and had fantastic results. Then I put an advertisement out on Instagram saying rental hire was available and I had lots and lots of people replying.”

Another area of growth has come from retail. Remarkably, until a couple of years ago, Edges held virtually no stock. “I bought five Dermalogica Christmas boxes and got them home and had nowhere to put them,” she says – but a spare shelving unit from her son's bedroom changed everything.

“I couldn’t get over the amount of people that were interested in buying products from me. Then I started introducing more and more stock. It’s brilliant because people get off the treatment bed and go straight to the shelf. They talk about the products, pick things up and have a play with things.”

The success of retail has enabled her to take what she describes as a more holistic approach to skin health, incorporating homecare, Advanced Nutrition Programme supplements and Et Al makeup alongside professional treatments.

“I look back now and think that without the supplements and the nutrition side of things, I don’t think my clients would be getting the results they’re getting. The whole 360 approach has definitely helped.”

In the spotlight

Like many therapists, Edges spent years preferring to stay behind the scenes. Yet in recent months she has found herself speaking on stages, appearing in campaigns and sharing her expertise online. “If someone had told me years ago that I’d get up on stage and talk, I would never have believed it,” she laughs.

Winning Therapist of the Year at the Professional Beauty Awards helped change that perception. “When it happened and I got up there to accept the award, I actually enjoyed it. It wasn’t as scary as I thought.”

Since then, she has spoken at industry events and has embraced opportunities she previously might have declined.

Her experience highlights another lesson for therapists looking to grow; confidence often follows action, rather than the other way around.

Making a difference

Outside the clinic, Edges has also become an advocate for skin cancer awareness after her husband was diagnosed with subungual melanoma, a rare form of skin cancer affecting the nail unit. The experience prompted her to undertake additional education and has influenced the way she works with clients.

“When you’ve gone through something so serious, it makes you very mindful, so you’re naturally more vigilant and looking out for things,” she says. Today she regularly educates clients about skin health and the importance of seeking professional medical advice when something doesn’t look right.

Alongside this work, she continues to volunteer annually at Birmingham Children’s Hospital through Ronald McDonald House Charities, providing treatments for mothers whose children are receiving care.

Looking forward

Despite receiving one of the industry’s highest honours, Edges has no intention of slowing down. She is currently preparing to complete Level 4 microneedling training and hopes eventually to move into larger premises.

But the motivation remains the same as it was when she first started mixing homemade skincare concoctions as a teenager. “I just want to make a difference,” she emphasises.

For Edges, her awards win isn’t the end of the story. If anything, it’s proof that growth can happen at any stage of a career – and that sometimes the most exciting chapter begins decades after the first.