How to build your business beautifully with ZAARA KING

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 from 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 to earn more, work less and establish ambitious and motivated mindsets.

YOUR PERCEIVED VALUE: WHAT IT IS & WHY IT’S IMPORTANT

Happy July! I want to open your mind to your perceived value. I regularly talk to people about the prices of services in this industry, and the figures vary greatly – with some undercharging, and others making healthy profits. I also know of people who work for minimum wage, performing services at higher prices than they would be able to afford as a client, and they feel stuck in their roles.

When I discuss the need for professionals to increase their treatment prices, many ask me: ‘Would clients be willing to pay that cost?’ And when I ask them if they would pay such prices, they say they wouldn’t be able to afford to. So here is the catch 22 situation: if your prices are low, you can’t afford a luxury service, so you need to increase what you charge to make a decent profit. However, you don’t have the belief that you can do so and retain your clients. If you’re in this predicament, you need to change the way you look at the market and your belief in your skills. It’s difficult to sell what you don’t believe in – so be confident in your offerings.

“If Dior can charge £1,150 for an umbrella, you can increase the prices of your nail and beauty services.”

This was an area I had to work on years ago. I like luxury goods, however I had never paid over £80 for a set of nails, so made it my mission to do so. I found that this helped me increase my own value perception of the market. And, even better, I discovered that my services were better than the person charging more!

Here are some ways to build confidence in your value before raising your prices:

• Temporarily work for someone else who sets ‘luxury’ prices to evaluate the points of difference.

• Book the same service that you offer with a business that charges more, so you can make your treatment better.

• Write 10 reasons why you and your services are amazing, and read them until your belief shifts and confidence increases. Consider using your client testimonials to reaffirm your value.

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

Scan to listen to episode 14 of my podcast: Practice what you preach if you want to charge higher prices in your beauty business

If you need a business hub to help, I offer direct coaching via my Four Figure Focus membership. Scan to sign up and use code SCRATCH for 50% off your first month’s membership

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Danielle Brindley is a Glitterbels educator & nail artist from Newcastle-under-Lyme. She has won three Scratch Stars Awards: Polish & Paint Artist of the Year in 2022 and 2024, and Mixed Media Artist of the Year 2024, and is a finalist in both categories for 2025. Her work is incredible, and her captions always tell a story.

Follow her Instagram account, @missbrinnynailartist, for inspiration.