Ella Rouge founder Manel Issa shares business advice and fond memories of her journey as she celebrates 17 years of success.
How did you get into beauty?
I was always interested in the beauty industry, I enjoyed the experience of the beauty salon environment since I was at school and had teenage problematic skin (and felt like it was the end of the world). I would visit my local beauty salon at Bankstown Shopping Centre and felt at ease when I was able to get the assistance and advice I needed to improve my skin. I’ve always loved the beauty industry since my experience visiting them, even though I went on to study Biomedical Science at UTS. After several years in AIDS Science research at St Vincent’s Hospital, while on maternity leave, I decided to enroll into a Beauty Therapy Diploma course as an interest/hobby. When I found out the Bankstown salon I used to visit was for sale, I seized the opportunity and just had to buy it; then began the journey of the Ella Rouge concept.
After your 17th Ella Rouge birthday, what has been some highlights and lowlights
The highlights have been endless, for me it’s always been about the journey and not the destination and as I think back my face lights up with happiness and joy. Opening my first shop at Hurstville, Westfield – and knowing that it was a great success, was the first sign of relief that made me feel my passion has also paid off the big loan I had taken from the bank. It was the biggest risk of my life, but so worth it!
The other highlight was traveling around the world in search of the best and latest technology. In 1998, I purchased the first Diode Laser Hair Removal machine from Italy, this was our mark in the beauty industry; Ella Rouge was the first beauty salon to bring in laser hair removal. Customers couldn’t love us enough; I felt I covered a revolutionary niche in the market.
In regards to lowlights, I feel it was always trying to meet that balance of raising a family and growing a business. My mum was a big help, and my husband was a huge support, and that’s what kept me strong throughout the years.
Why do you provide a variety of services?
When I first came into the industry I loved the beauty industry as a whole, and felt a need to provide this to the customer. Customers enjoy the full beauty experience from the facial to eyebrow wax, to waxing or laser hair removal, spray tan, body slimming treatments and the range of skincare products to suit all concerns. It does require additional hard work for us in regards to training and room for equipment but it’s about that pleasant customer experience.
To ensure quality is met with our services, we have a regimented training plan for all staff, all training is conducted in our training facilities and therapists are performance-tested to treat a customer with approval by the trainer.
The advantage of not being a franchised salon?
We are a family-owned business, my husband and I have always made the final decisions for the betterment of the company. We have grown the company from the beginning and have a team that are loyal to us and believe in our concept. I wouldn’t jeopardise that by franchising.
How important is your team to you?
My team is the foundation of the company; it would not have been possible to get to this level of success without the dedication, commitment and loyalty of my team. They are the people that look after my customers, so they know how grateful I am of their commitment to work and keeping the concept alive. It’s always been a win-win between my staff and I. Many of my therapists have grown to become salon clinic mangers, franchise owners and company trainers.
The secret to my success?
Everyone asks that, and honestly there is no secret, it’s just lots of very hard work. If you are driven and have that go-getter attitude and truly believe in yourself, then anyone can achieve success. Although, I must admit that I breathed, slept, walked and ate thinking about Ella Rouge.
Tips for growth
- Create a system and stick with it
- Introduce points of difference
- Keep it innovative, do not allow your brands to become stale or stagnant
- Listen to customers’ wants and needs
- Ensure good customer service
For more information visit http://www.ellarouge.com.au/