How to build your business beautifully

Happy New Year to you! It’s time to consider how you wish to make your mark on the industry over the next 12 months. You get to choose how you show up, what you offer clients and how you make a difference, which is exciting.

First, look back at your achievements in 2024 and celebrate them, because we both know you were too busy last month to do so. How many clients did you see? What did they have to say about you and your services? Did you reach any business milestones? Make a note of these successes in order to create positive energy, so you feel ready to set your goals for each quarter of 2025.

These goals should include how to elevate your skills and service level. There is always room for improvement, and your evolution will keep clients engaged. Clients consider different factors when choosing a nail technician, such as years of experience, good hygiene, a professional set-up, quality products, specific services, price and location. These are all important, but let’s be real: clients seek a personalised answer to their nail needs.

The thought process

Consider your ideal client. What are their treatment desires and problems? Note the solutions you have for them, such as your services and unique selling points. Next, think of the ways you can communicate these, to encourage them to choose you for their nail needs. For example, perhaps your core clientele are professional executives who would be embarrassed to point at a presentation in front of colleagues without perfectly painted nails. Focusing more on what clients want and need will improve your messaging, make potential clients feel seen and build your professional authority, as it shows you know your stuff.

Clients also seek a nail professional or destination that matches their vibes and values. They need a human connection, so be clear on the areas of your personality and business that you wish to expose. What do you want to be known for? How can you portray that to the world through your branding, messaging and marketing?

Scan here to listen to my podcast episode, How to stand out in the beauty industry by fully being yourself.

Ask your clients what they want from their appointments. Feedback forms are valuable tools and can help you make beneficial business decisions, and reviews are important, too. Share positive comments and nail transformations on social media, as these elevate your profile and enhance trust.

What about discounts and offers? I want you to earn more and work less, so I don’t believe that you need to lead your promotions with discounts and offers. Instead, highlight your strengths and consider incentives throughout the year based on these. If you consistently add value to treatments, while ensuring you’re meeting clients’ needs, they’ll pay your prices.

When you review your goals for 2025, ensure that convenience is high on your list. Make it a priority to share information about how to book with you, ensure your treatment menu is detailed and clear, and deliver parking options, location and accessibility information in your communications. Tap into your clients’ needs and give them what they want!

The Beauty Build podcast is available on Spotify and Apple Podcasts.

/zaaraking.coach @zaaraking @zaarakingbeautycoach

About Zaara King

Beauty business and mindset coach, Zaara King, has over 13 years’ experience in the beauty sector. She has worked on a mobile basis, in a salon and at home, and is founder of The Beauty Build community: a space for pros to access free training, support one another and stay motivated. Zaara also hosts The Beauty Build podcast and is passionate about helping professionals earn more, work less and establish ambitious and motivated mindsets.

In the spotlight...

This month, I want to share my admiration for Zoya Mac (@zoya_mac), a nail content creator who publishes incredible Instagram reels. I’m working on making mine as cool as hers!