Focus to flourish

Now is a good time to reflect on how the lessons learned this year can be used to move forward into 2021, writes spa consultant Diahann Buckley

The world of spa and beauty is experiencing unsolicited change, and it’s a big change. Prior to mid-March, we probably would have said that the millennium was going to be a generational marker. Little did we know that Covid-19 would be so disruptive, and impact us on every level. There’s no doubt that it has been, and continues to be, a significant challenge to our industry. But we are here to stay, and flourish again.

While this year has seen months of closure and uncertainty, there have been many positive outcomes. During lockdown, we educated and informed ourselves with invaluable information to keep our clients safe; we now know exactly what defines a ‘new’ clean and safe work space. Some in the industry even changed career direction to support the spa and beauty sector in health and safety. Others transformed their business model to create a strong online revenue source. Social media platforms have become the norm for communicating with, and educating, our clients. Now, more than ever, we know that connecting and engaging with them, and offering them reassurance, creates long-term client confidence and loyalty.

In the post-Covid-19 environment, we are more than prepared to provide services within guidelines. However, right now, it is impossible to guarantee bookings based on imposed restrictions. To stay focused, resilient and optimistic, we need to approach our businesses with two distinct path options. These paths should be defined by being either open for treatment delivery, or open for online business. This approach certainly isn’t ideal, but with calm and steadfast management, we can retain our income, albeit reduced.

‘While this year has seen months of closure and uncertainty, there have been many positive outcomes’

In times of austerity, businesses will contract, and there is a possibility that some spas and salons may have to downsize, or make temporary adjustments. For instance, owners may have to go back into treatment rooms, and employees might need to find a new role. This can be a grounding opportunity for everyone to take an analytical look at their skill set, and reflect on how their skills can be utilised and transferred across alternative roles within the sector.

This is also a good time to look at the value of coaching and mentorship. Mentorship is a valuable learning and development partnership between someone with vast industry experience, and someone who wants to learn. It is about support, career guidance, and positive role modelling. Every professional needs a sounding board; a relationship between mentors and protégés can be life-changing and long-lasting for both individuals.

Christmas and New Year are coming soon, and this is traditionally a time of year that is busy, with clients spending money on self-care, personal treats, party preparations and gift vouchers. In 2020, we must focus on overcoming the current uncertainty, and work with whatever Government restrictions are in place. The challenges and experiences we have been given this year will be powerful tools for our industry regrowth. 

For more information visit www.diahannbuckley.ie/www.apat.ie or tel: +353 (0)87 980 2884.