• Family owned skincare wins big with new heirs at the helm

Family owned skincare salon wins big with new heirs at the helm

November 13, 2014 Posted By Ella Baché

THREE YEARS after taking over the business the owners of fourth generation family business Ella Baché Port Macquarie have been recognised for their success, winning the ‘Franchise of the Year’ award at this year’s Ella Baché Business Awards.

Zoe and her mother Belinda generated overall growth of 29% last year with their dynamic business strategy, including targeting a new younger market through social media networking and local advertising.

Zoe 23, has been involved with the 30 year old business since she was 16 and said the award was a welcomed surprise and they were excited to be recognised for their efforts.

This salon is such a huge part of our family and it’s really important to us that we maintain the high standard of service that my grandmother and great grandmother worked so hard to establish" said Zoe.

We took a fresh approach to growing the business, and maximized my youth by accessing social media to generate awareness. We have worked tirelessly to make this happen and facilitate strong growth, so it’s really exciting to be recognised for that and it’s a true testament to the great team we have working with us every day.”

A full store renovation was also an integral part of their growth strategy.

“Our aim was to increase brand awareness among our community, but having been in business in the area for so many years we realised we had to do something to make us stand out again and the renovation, including a shift to the new Ella Baché brand imagery, garnered the attention we had planned on,” said Zoe.

The beauty industry currently amasses $4 billion annually and Zoe and Belinda hope to continue their success in the lucrative industry with plans to expand their business in the next year.

At the moment we have 14 treatment rooms and service approximately 1000 clients each month so we are in the process of hiring two more staff members to assist with the demand,” said Zoe.

Our long term goal is to increase the number of treatment rooms and eventually we would love to open another salon somewhere.”

Zoe has worked full time in the salon for four years and her long-term goal is to eventually take over the salon from her mother.

Ella Baché CEO Pippa Hallas said Belinda and Zoe had done a phenomenal job of continuing their family’s legacy and was impressed by their business acumen.

Ella Baché celebrates its 60th anniversary in Australia this year and it is businesses like this that have ensured our long term success in Australia.”

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