Interview: Tzvia Hermann of The Beautique Group
Tzvia Hermann is a mother to two, wife, entrepreneur and founder of The Beautique Group, which includes The Laser Beautique, Beautique Brands and Beautique Academy. She launched her career in aesthetics in South Africa after living in the UK and travelling Europe, exploring many countries and their contribution to the aesthetic industry. Tzvia provides a sincere reflection on setting up her successful business whilst juggling work and family life.
How has the Coronavirus outbreak affected The Laser Beautique?
The first few months were shocking. A real scare. We paid our therapists their basics but couldn't pay commissions. This was the hardest bit. Knowing our teams had to survive on very little. Thank goodness, we have Beautique Academy and Beautique brands as part of the group. This enabled us to quickly offer online training and allow the industry to use the time to gain knowledge and skill themselves. Due to our strong brand and good name, we were able to survive and not have to let anyone go.
Because of the current pandemic, many small business owners have to adapt to the new reality. How has your online store helped your business during the lockdown?
Our online store is relatively new but it did assist in selling, allowing us to sell some homecare products. Every month our online store get busier as customers experience good customer service and fast delivery.
What new strategies have you implemented or do you plan to implement in your business?
Lockdown gave me time to perfect our BeauCeuticals range. This is our very own cosmeceutical range of skin care products. Our online training has proven successful so we will be implementing online training for all theory. Now more than ever people are looking for cost cutting solutions and making their business leaner. BeauBrand which includes BeauBrand which includes BeauLasers has become a focus for us. BeauLasers has become a focus for us. Our very own brand of lasers that are result driven yet cost a fraction of the price to purchase and maintain. Overpriced lasers that cost the earth to maintain are just not possible to run anymore. With today's technology and competition in aesthetic devices, there are more affordable solutions. Make sure you do your homework before you purchase as there are many fly by night laser brands too.
What skill have you developed over time that has helped you during these challenging times?
Bootstrapping is what comes to mind first. Know how to cost cut and make do with a small budget is what gets companies through difficult times. We started in a spare bedroom in my mom's home so we know all about being humble and coming up with makeshift ideas.
The beauty industry is very competitive, yet you have remained solid. How do you go about marketing your business? What has been your most successful form of marketing?
Being true to our promise is the most successful marketing strategy we have. Passion in what you do is also key to success. Many have opened laser clinics thinking it will simply be a cash cow with little to no input. Our industry doesn't work that way and customers can smell this type of institution from miles away.
How do you effectively manage the finances of your company?
That I have my husband to thank for. Although I am the founder, Neil and I co-own the Beautique group. I'm responsible for operations and marketing where he is responsible for finances.
Did you have a rainy-day savings for your business before Covid? Why do you think this is important?
For sure. Businesses always experience both ups and downs. There are good months and bad months. The only way to make sure your business can make it through the downs is with a sufficient safety net. Making sure you resilient is key to survival and success. This is a lesson my husband Neil has taught me. At times I can be too eager and sprint through life and business ideas where Neil is conservative and he holds me back, makes me think through ideas and plays devils advocate.
What's a financial mistake you made as a business owner in the beginning? And how did you bounce from it?
I once invested in technology that didn't give me return on investment. I didn't do my due diligence. I know how disappointed I felt. I felt cheated and that's why we decided to launch BeauLasers. Anyone investing in devices needs to feel safe and comfortable knowing there is a reputable person who has been in the industry for over 10 years behind it.
I have worn the hat of a therapist, owner, trainer, distributor and manufacturer. I therefore know what's expected and what is fair business. Many distributors upset their stockists because they have never been in the salon or spa owner's shoes.
From your experience of running a growing business, what cost saving tips would you have for business owners?
Buying in bulk has always saved us. I also like to try keep all in-house. Designers, PR, accounts, HR. But its all about finding the right person for the job. Sometimes you do but if you don't, then outsourcing to a reputable person or company that comes with references is best. If you can't find the right person, wait till you do. Don't hire for the sake of it.
You no longer offer franchise opportunities. Is there a reason?
We have found that consulting to individuals or companies who want to open their own aesthetic destination is better way forward for us. We have also consulted to individuals or companies that have existing aesthetic practise and we have been asked to revolutionise and assist in getting profit margins healthier.
People are complicated. Owning a franchise successfully means you got to be happy working within a franchise framework. I find that this works for the food industry really well but when it comes to the beauty industry, it gets too complicated. To find a personality which is both driven, entrepreneurial and business minded yet happy to work within an existing framework and rules is not easy.
We are now happy to provide anyone who is interested in opening an aesthetic or beauty destination advise, guidance, training, devices, etc, with their freedom of having their own name on the door and freedom to not have to answer to a franchisor. This is also better for us as a group as I am more in control of the service levels at The Laser Beautique branches.
How can consumers support small business owners during this difficult times?
Referring a friend or family member, purchasing gift cards for any occasions, leaving a testimonial on their website or sending a testimonial by email which can be used. The power of word of mouth is great.
Why do you think it is important for women to support each other?
Women understand each other's hardships. We are fulfilling so many roles, bread winners, mothers, wives, daughters, friend, boss. The list goes on...we need all the support we can get. When we give a little, we get a lot back, some way or another. I have seen this time and time again. Behaving like a lady always pays off.
We all sometimes have the inner critic. How do you tame it and focus on your growth?
This question is so relevant to me cause my mom is a perfectionist and I am a perfectionist. I was raised in an era where we were taught to do it properly or don't do it at all BUT I have taught myself that in business and life, things don't actually have to be perfect. If we wait for perfection we may lose out on opportunities and delay. Sometimes 90% will have to do.
How do you fit in self-care, being with family, seeing friends, and staying connected to yourself outside of your professional identity?
This question is also so relevant to me. I am a bit of a workaholic. I love my work and it's hard to stop when there is always a full to do list. A few years ago my I went to see an amazing life coach who helped me pace myself, manage my time and helped me create the life I wanted and dreamed for myself. On our honeymoon, Neil locked my phone in the safe. He insisted that I be present and enjoy our honeymoon with no distractions. I even remember being wheeled in to give birth to Shyla, my little girl, I clearly remember Neil taking the phone out my hand and saying "enough". Thanks to Sterna Wineberg, my life coach, today I can say I have balance.
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