We recently had the privilege of interviewing Edvina Dedic, Founder of Beauty Escape London, a leading beauty salon in London. Starting her journey from having a home-based salon to establishing Beauty Escape London, her journey is a reflection of her unwavering passion for beauty.
With several awards and recognitions on its list, Beauty Escape London offers top-notch lash extensions, lash lifts to women who want to look their best, eyebrow treatments, beauty consultation, along with plans of adding services, such as massage and reiki, offering a relaxing experience. In this session, Edvina Dedic shares her career trajectory, challenges in her field, and plans for expanding her salon.
The Advent Of This Journey
We started the interview by asking, “Can you walk us through your professional journey and how it led to where you are today?”
Edvina Dedic shared, “My passion for beauty began at a very young age. I started doing nails when I was 18 and developed an interest in lashes three years later. I initially ran a home-based salon, but by the age of 24, I had opened a beauty salon in Ljubljana, the capital of Slovenia, offering both services.
Despite this success, I felt unfulfilled and believed I could grow my business further. This led me to consider moving abroad. I debated between Zurich and London, as I am fluent in both languages. London appealed to me more, so I decided to leap without overthinking it. I had no detailed plan but trusted in my ability to succeed.”
“Currently, I oversee a thriving salon Beauty Escape London located in the heart of Marylebone, London. With a track record of multiple awards in my field, my salon stands as a beacon of excellence, catering to a clientele that includes some of the most renowned celebrities.
With global recognition, my London-based beauty business is expanding its brand to cater to industry professionals. I plan to provide training, mentorship, and access to innovative techniques to help fellow beauty experts enhance their skills and advance in their careers. By sharing my knowledge, I aim to create a community of skilled professionals who embody the excellence my salon stands for.” She added.
Adaptability Amidst Adversities
Every business faces certain inevitable challenges. We asked, “Reflecting on your career, what have been some of the most significant challenges you’ve faced, and how did you overcome them?”
She shared, “One of the most significant decisions I faced was opening my salon in London, despite feeling uncertain. Times were difficult, as COVID-19 had significantly impacted the beauty industry. We were prohibited from providing services on clients’ faces for certain periods, and even when allowed, my services were considered luxury, not essential.
Taking the risk to open the salon shortly after that challenging period was both stressful and risky. I told myself that if I didn’t seize the opportunity then, a better one might never come. Although fear held me back, I refused to let it define me. Over the years, I’ve devoted myself to cultivating resilience and conquering the fear of taking the first step. Navigating doubts and uncertainties empowers me to believe in my abilities and the journey ahead.”
Striking A Perfect Balance
We were curious to learn how Edvina Dedic balances her visions and operational requirements. We asked, “How do you balance long-term vision with short-term operational needs?”
Edvina Dedic shared, “I am not someone who sets 5 or 10-year plans. This might surprise many people who argue that long-term planning is necessary and important. While I agree to some extent, I also believe that in today’s world, you can never predict what will happen in five years. It is important to have a vision and direction, but I do not have a specific end or one goal.
I focus on short-term visions, accomplishing one and then moving on to the next. I prefer to constantly chase small wins rather than stress over a distant end goal. Business can be full of challenges and unexpected outcomes, but it should also be enjoyable. By setting myself up for small wins every day, I stay motivated and open to new ideas and long-term visions.”
Plans We Asked Edvina Dedic
We further asked, “Tell us more about your services and if you are planning to add something new in the future.”
“I now offer bespoke services exclusively for eyelashes and eyebrows. I realized that doing nails no longer brings me joy, so I decided to focus on my true passion. As I plan to expand my team, I am open to adding new services to the salon. However, I intend to maintain our niche and continue to provide professional, specialized services. I am considering adding relaxing services, such as massage and reiki, as my clients enjoy the serene atmosphere of our oasis.
This year, I will prioritize boosting our product offerings by focusing on quality, innovation, and market expansion. To meet customers’ changing preferences, I am dedicated to strategic investments in research and development and targeted marketing. My goal is to broaden our product portfolio, enhance competitiveness, and achieve sustainable growth in the market.” She replied.
Assessing Market Trends
To learn more about the approaches adopted by Edvina Dedic to assess the latest market developments, we asked, “What methods do you use to analyze market trends, and how have these influenced your business decisions?”
Edvina Dedic shared, “At Beauty Escape London, I continuously analyze market trends, including evolving consumer preferences, technological advancements, and economic shifts, to ensure I stay competitive. By closely following beauty standards and new industry trends, I adapt our services, explore new opportunities, and strategically plan for future growth, ensuring I consistently meet and exceed our clients’ expectations.
To ensure beauty services are always top-notch and relevant, I pay attention to what our clients prefer, keep up with the latest beauty technologies, monitor the economy, watch our competitors, stay informed on new regulations, and observe social and cultural changes. This approach helps me meet our clients’ needs and also anticipate future trends.”
Impact Of Technology: Redefining Businesses
Fast-paced digital transformation is significantly influencing the way businesses perform. We asked, “How has digital transformation affected your business model?”
Edvina Dedic responded, “One of the most impactful digital transformations has been the integration of digital platforms for appointment scheduling, booking, and client management. This shift has revolutionized the way beauty services are delivered and managed, offering convenience for both clients and service providers.
Digital appointment scheduling platforms allow clients to book appointments online, view availability in real time, and receive automated reminders. This streamlines the booking process, reduces administrative tasks for salon staff, and minimizes scheduling conflicts. The systems enable beauty businesses to maintain comprehensive client records, track appointment history, and send personalized communications. This helps me to better understand clients’ preferences, tailor services to their needs, and create long-term relationships.”
Emerging Trends Of The Beauty Industry
To get an insight into Edvina Dedic on the emerging trends of her industry, we inquired, “What emerging technologies do you believe will have the most significant impact on your industry in the next five years?”
Edvina Dedic replied, “I believe emerging technologies will profoundly impact the beauty industry, and not always for the better. We have already seen VR and AR robots performing lash extensions on clients quickly and seemingly effectively. While this has not been tested in my practice, and I have reservations about its reliability, it is clear that these technologies are advancing rapidly. In the next five years, we might reach a point where robots and AR machines can operate independently, without human supervision.
Automated beauty services may have flaws, but the lower costs could attract clients. Yet, AI has the potential to transform the beauty industry by improving problem-solving and product research. Features like virtual try-ons and tailored recommendations can increase sales through enhanced client confidence. When customers can visualize how a product will appear to them, they are more inclined to buy it.
By leveraging these technologies, we can provide customers with a preview of the outcome, boosting their buying experience. I believe the future of the beauty industry will likely be influenced by the trade-off between affordable robotic services and the empowering capabilities of AI.”
Employee Empowerment
We inquired, “What strategies do you implement to maintain high levels of employee engagement and satisfaction?”
Edvina Dedic added, “As I look ahead to the future growth of my business and the potential addition of new team members, I am committed to upholding certain fundamental principles. One of my main priorities will be to nurture a collaborative and inclusive workplace culture. This means giving employees the freedom to approach tasks in their creative ways, empowering them to showcase their problem-solving skills.
Moreover, I am keen on establishing open and transparent communication, encouraging everyone to share ideas and feedback. To strengthen our team, I will organize team-building activities, workshops, and social events.
These initiatives will not only foster stronger relationships but also build trust and promote a sense of camaraderie among colleagues. It is also important to me to regularly recognize and appreciate the contributions and achievements of our employees. That is why I plan to implement rewards and recognition programs to celebrate exceptional performance and encourage ongoing motivation and engagement within the team.”
Expanding The Business
Lastly, we asked, “How do you want your business to be remembered, and what steps are you taking to secure that legacy?”
“As I focus on building a robust brand identity, I aim to deliver personalized service that not only creates memorable experiences but also nurtures enduring relationships. I am committed to staying abreast of new technologies, trends, and growth opportunities to ensure our continued evolution and success.
In cultivating a supportive work environment, my goal is for every team member to feel valued and motivated to excel. By implementing these strategies, I aspire to establish a lasting legacy for your business—one that resonates across generations and leaves a profound impact on customers, employees, and the community alike.” Edvina concluded.
Follow Edvina Dedic on LinkedIn.
Find Beauty Escape London on LinkedIn and their website https://www.beautyescape-london.co.uk
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