Kymberly Martin reports on Diva Beauty in Hobart – where the mojo is all about ‘enhancing your natural beauty’.
Running a beauty salon was not on Tracey Batchelor’s ‘to do’ list. Studying at university was, until she decided the academic life was not for her. “To be honest, I had no intention of becoming a beauty therapist but I had always been interested in beauty products and cosmetics so decided to do a beauty therapy diploma course.” That was in 1993. Cut to 12 years later when Tracey established Diva Beauty, realising a dream to work with products and treatments she admits to being passionate about. Prior to opening her business, she worked at Ella Bache where she was able to fine-tune her skincare knowledge, topped up with stints in salons in her home town and Noosa.
Think Hobart and it is a picture-perfect setting with snow-capped peaks in the background. Visit Diva Beauty and the surroundings are, well, fresh and uplifting. Tracey’s personal style is evident in the layout. No pokey, closed-in rooms devoid of natural light here. The salon is bright and modern in cool hues of turquoise and white with oodles of space. The 240-square metre salon comprises a large reception area, five spacious treatment rooms, two spray tan areas, a separate nail zone, an IPL room and makeup space.
Despite being located on the first floor level in Liverpool Street, one of the main streets in the Hobart CBD, the atmosphere is private, quiet and luxurious. Department store group Myer was next door until fire destroyed the building in 2007. However, with plans underway to rebuild, this bodes well for future business, reckons Tracey. Renovations are planned for the salon with a new pedicure zone and makeup wall with large mirrors and surround lighting being installed this year.
While she acknowledges salon competition is keen in Hobart, Tracey thinks her friendly staff with a good balance of ages, skills and personalities and who are enthusiastic and motivated, give her salon the edge. Clients come from all age brackets and backgrounds but she says the salon treatment menu, product range and great staff appeal to a wide group of people. And somewhat surprisingly the first question clients ask is: “How long have you been here?”
The salon offers clients all the beauty services you would expect, from waxing and tinting through to more recent offerings such as IPL and LED therapies.
“We are expanding into more advanced treatments, like IPL and micro-needling. Clients are expecting visible changes and this is where we are heading.” All this, Tracey says, is part of her strategy for the salon to become best known “for our skin treatments.” Skincare brands at Diva include Dermalogica, Thalgo and Ultraceuticals, in addition to Napoleon Perdis makeup, Creative Nails and SunFX.
“When I started it was pretty much all waxing and tinting. Now the industry has become so advanced with equipment that was not around in the 90s. Once the information gets out clients soon become aware of new technologies but cost can be a factor for some.”
An example of this is micro-needling, where she says price keeps it from being hugely popular despite the excellent results this non-surgical procedure offers.
Waxing is still the most popular treatment, especially among younger clients, while facials are preferred by the 35-65 age groups. “We are encouraging clients to try the more permanent treatments like IPL and suggesting LED therapies and peels with facials.”
The salon can organise special occasion beauty and skincare for big groups like bridal parties and formals where pedicures, shellac nails and eyebrow shaping are the order of the day — enough to keep the four beauty therapists and two receptionists busy.
The salon is promoted on Facebook and the website with some occasional radio campaigns but its strongest promotion is channelled largely through word-of-mouth. And the next big thing? “I think people just want amazing skin, so anything that promotes naturally healthy, youthful skin.”
Her love affair with the beauty industry is evolving too, as Tracey hopes to one day become an educator “so I can share my passion with others.”
For more information visit www.divabeauty.net.au