Daniela Boerma shares her journey into the beauty industry, and ways your business can manage during lockdown.

 

Tell us a little about you and how you got into the beauty industry

At the beginning of year 10 I started researching beauty colleges in Sydney, my parents and I chose to enrol at Eileen Lazar Academy of Beauty Therapy in the Strand Arcade, we had heard wonderful reports of the standard of the school and its reputation. I started my training in January 1983 and completed my Diploma in Beauty, Electrolysis and Aromatherapy the same year. I worked for Eileen in her salon next door to the school for 3 months before opening my own salon.

In January 1984 with the financial backing of my parents I opened my first salon at the ripe old age of 16, I come from a business minded family and had been driven by my father to follow in his foot steps. My amazing Dad migrated from Italy and started his first business at age 15 with his brothers.

 

What do you enjoy most about working in the beauty industry?

I love the emotional connection with my clients and the difference I can make in transforming there skin. My industry colleagues and the camaraderie we have for one another, we are a nurturing industry.

 

How do you manage your business, Bliss Day Spa, through lockdown?

I take each day at a time, I have increased product lines, stock levels to retail each day doing contactless home delivery, we have stayed connected with our clients offering virtual consultations and tutorials. I have stayed up to date with government advice and assistance and reached out to as many salon owners as possible to offer my support.

 

What is your business advice for small beauty salons/freelance artists during lockdown?

The best advice would be to stay connected to your clients, a quick call a text to check in makes such a difference to them, this also is a great way to generate product sales particularly the one’s that have no social media, older clients need more support and they truly appreciate that they are not forgotten. Take this time to be educated, there are so many online courses and lectures to learn from.

 

Is there anything you have done differently this time around?

I guess I'm not as overwhelmed having already done lockdown before, we cant change what we cant change so I've chosen to trust the process and do what I can to create revenue. This will end eventually and we as an industry will boom again, we must be patient and look after our mental and physical health. I for one have limited alcohol and increased exercise this lock down.

 

Is there anything different small businesses may not have heard about that could help them in this difficult time?

Yes, along with the $15,000 grant and Jobsaver payments the government is offering small business fees and charges grant for up to $1,500 rebate to help pay for government fees and charges. This would include rates, Icare workers compensation insurance etc, apply through service NSW.