In the latest instalment of Metro Éireann’s MEET THE BOSS, SANDY HAZEL speaks to Neelam Jethi, owner of Aspen’s Beauty and Laser Clinic on Dublin’s Camden St.
If the best advertisement for your business is the owner, then it is no surprise that Indian-born Neelam Jethi runs one of Dublin’s most successful and long established beauty salons.
{mosimage} Jethi initially trained at college in London as a beauty therapist. “I learned laser techniques and threading [a form of hair removal].” But she made the move to Ireland in 1985 when “Irish friends said there were opportunities here”.
She started her beauty career at Peter Mark on Grafton Street and in Buttercups Salon in the Powerscourt Townhouse Centre. She then decided to open her own clinic, Aspen’s Beauty and Laser Clinic on Camden Street, in 1991. It occupies a large premises spread over two floors in a bustling location.
“I went to the bank for a loan to get started,” says Jethi. “My husband and I had both worked and had a relationship with the bank so it was fine. “I wanted to have a big place because if you only have a few cubicles there is a limit on how many clients you can take and you are rushing between clients, when all they want to do is relax. So bigger was better for this business.”
Along with its 14 cubicles, Aspen’s has a spray tan room, two sunbed rooms, a facial room, electrolysis room and body massage space. The salon offers many treatments including the intriguing-sounding sea salt body scrub.
There is also a substantial area on another floor devoted to teaching prospective beauticians. “I also run a college for therapists,” says Jethi. “During the academic year we run full-time and part-time courses which are accredited with the International Therapy Examination Council (ITEC).”
In addition, Jethi operates weekend courses in massage, reflexology and beauty. “We give our students lots of practical experience and once a month I allow them to offer their services to real clients, who can then avail of a student rate.” When first getting the word out about her business, Jethi went with the simple but effective route of posting flyers around locally. “The area had many busi- nesses and the working women were happy to know that this service was on their doorstep.” Many of these women have become regulars over the years. “I already had previous customers too who followed me,” says Jethi. “Word of mouth is the best recommendation for me; I have many clients who are with me a long time, which is testament to our success.”
Aspen’s is one of the few beauty clinics in Dublin that will accommodate passing trade. “If a lady happens to pop in on the off chance that we can fit her in, then usually we can. Many other salons insist on appointments only, but I do not like to turn anyone away,” says Jethi.
This summer, Aspen’s has plans to expand with a hair treatment section. “When we set it up it will save clients having to go somewhere else to have their hair done; this will be their one-stop shop for hair, nails and facials.”
The summer time is traditionally a busy period, according to Jethi: “We have the wedding season, the debs’ balls and people getting ready to go on their summer holidays.” But what of the rest of the year? “We have our regular clients but then I will promote special offers to generate some business,” says Jethi. “And then there is the Christmas season, which is always busy.”
With three staff full-time, Jethi also has the support of her family, with her husband providing IT expertise. “He is looking after the new computerised reception area.”
Her success hasn’t come without hard work. “Being your own boss is not easy,” says Jethi, who runs the salon herself till 8pm every Monday to Friday. “I have been here 17 years now and sometimes I do not know how I managed. You never have much time for yourself. “But the best part of running Aspen’s is treating clients, chatting and making them relax. I send women away from here feeling great and that is an achievement.”
So what is Jethi’s top beauty tip? “I love the Indian head massage with oil which we do here. We always did this at home in India; once a week the lady would come to the house and do us all. You can leave the treatment in overnight and then wash it out in the morning.”
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