A magical move

The Glitterbels team shares details of the brand’s new HQ, which combines nail treatments, training & more in a beautifully renovated church

If you’re familiar with Glitterbels, you’ll know that the brand is constantly investing in the nail technicians that use its products, students that train in its systems and team that drives its success. Via compelling launches, VIP experiences and ongoing support, the company excites and inspires its community of passionate pros – and its latest move is no different. A Newcastle-under-Lyme church building has been converted into the new Glitterbels HQ, housing a nail salon, training facilities, shop, canteen and more.

“It is our mission to inspire nail techs around the world, and we believe we can’t do this if we aren’t growing, learning and creating,” says Annabel Maginnis, Glitterbels co-founder & creative director. “We want to provide a safe and magical space, custom-built to meet the needs of the Glitterbels salon team and its clients, as well as learners. With an increase in student numbers, now seemed like the perfect time to relocate.”

Annabel Maginnis

The HQ renovation process.

The team came across the church building around a year ago when it went up for sale. “We instantly knew that it was perfect for Glitterbels,” Annabel continues. “Transforming such a large space has been no small feat, with lots of weekends and evenings spent working on the premises. Initially, we took our time with planning, from the layout to the student and client journeys, considering how these could be elevated in comparison to our previous HQ. We have taken on this task as a team and learned so much together. Seeing our Pinterest boards and crazy ideas come to life has been amazing, and we have learned to trust the process and recognise that no idea is a bad idea.”

Fairytale features

Annabel tells Scratch that the space’s larger size, compared to the brand’s former HQ, has offered the team creative freedom and the opportunity to expand facilities – as well as add new ones. “We have been able to grow our training space, with two classrooms that can accommodate up to 50 students.

With more room for learning and growth, we can offer extra training courses for learners and to support beauty colleges,” she explains. “Students also have access to a bespoke canteen, and one of the team’s favourite features is the academy alumni wall: an area celebrating every student that attends the HQ and their passion, hard work and creativity.

“Each colour, tile, light fixture and decoration has been chosen to enhance the magical and playful vibe that Glitterbels is known for.” “

Our nail salon has expanded to incorporate relaxing treatment and waiting areas and a drinks bar, designed with luxury and comfort in mind,” Annabel adds. “Bigger and better than before, our shop area also celebrates a new era of Glitterbels with a chic cream colour palette, offering a huge selection of products for fans of the brand.”

Dreamy design

Annabel details the joy of giving the space’s traditional church features a Glitterbels twist. “Each wall, alcove and nook is decked out with an enchanting decoration, for example hand-painted murals depicting unicorns, fairytale castles and cherubs,” she smiles. “The starting point for the design was Glitterbels’ signature pink shade, then we added whimsical touches like gold leaf accents, 3D wall art and cascading florals. There isn’t a spot in the HQ that’s not Instagram-worthy!”

“From treatments to training, it’s my goal to inspire each person who steps through the doors of the Glitterbels HQ. My favourite part of the space is the learning centre, where students can see what is possible when they become industry professionals. Not only can they learn and receive qualifications from our multi award-winning team, but they can watch Glitterbels salon techs interact with clients, source inspiration for their nail spaces and discover products in our flagship store.”

Elliott Maginnis, Glitterbels co-founder & managing director

“The Glitterbels HQ is a safe and welcoming space to explore, grow and discover.”

“I am most excited about the expansion of the training academy, which allows the education team to teach more students and run multiple courses at once. I believe the space will inspire each learner in a new way, and it is built to help them focus and succeed.”

Charli Jepson, Glitterbels head of education

Glitterbels enthusiasts will be pleased that treasured member of the team: life-sized unicorn, Dave, stands front and centre in the main training area. However, also expect some design changes, Annabel notes: “The space boasts a fresh colour palette in areas, with beige walls, rock-like textures and clouds hung from the church’s original beams. This is designed to transport those who visit to a relaxing and heavenly nail world.”

Adding to the magic, all elements of the HQ have been hand-crafted or painted. “Even our nail bar, student desks and canteen have been created by our salon furniture department,” Annabel shares. “This allowed us to control every detail of the renovation. Each colour, tile, light fixture and decoration has been chosen to enhance the magical and playful vibe that Glitterbels is known for.”

The church space before renovation.

“I love the direction that the Glitterbels team took when decorating the HQ. Using a palette featuring soft beige and cream, and adding 3D moss and floral accents, creates a relaxing, spa-like feel.”

Danielle Brindley, Glitterbels HQ educator

“The Glitterbels HQ is going to have a positive impact on the future of the brand. It’s unlike anything I have ever seen, and I really believe that the beautiful and bespoke space will elevate each client’s nail experience.”

Ebony Shepherd, Glitterbels creative brand manager

Opening event

From 9-11 June, Glitterbels is inviting nail pros to learn in its new HQ – as part of its opening week celebrations. Annabel’s Art Assembly, an education event incorporating gel, acrylic and Builder-bel Gel™ courses led by Annabel, marks the brand founder’s return to educating after five years. “Over the past five years, I have been focusing on improving Glitterbels products and formulas, and watching my daughter, Pearl, grow,” she comments. “However, after seeing the HQ morph into an incredible venue, and watching the ideas in my head come to life, it inspired me to return to the classroom to celebrate boundless creativity. Annabel’s Art Assembly is about inspiring learners to push themselves and try new things – just like the HQ has pushed the Glitterbels team.

“Whether you’re a nail student training in the space, tech browsing our flagship store or client receiving a treatment, the Glitterbels HQ is a safe and welcoming space to explore, grow and discover,” Annabel concludes.

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