5 minute read
Meet the maker: Jo Evans
BEHIND THE BUSINESS:
Bespoke
Jo Evans explains how K M E ET THE MAKER • M EET THE MAER • Aroma her aromatherapy business went from helping a client to producing bespoke products for spas, salons and individual therapists…
IN 2010 my husband and I, along with our two young children, relocated to the Lake District from the Midlands where I had been an Advisory Teacher specialising in health and well-being. I wanted a new challenge so retrained in an area I have always had a passion for - Aromatherapy. I started off as a mobile therapist. A friend undergoing treatment for breast cancer was struggling to find something to use on her skin safely. After much research, I produced an oil for her with a blend of particularly nurturing oils.
Soon, I was making aromatherapy blends for my massage clients to aid their relaxation and target any specific issues they had. This naturally led onto them asking me for oils and balms to help with other skin related issues such as dry, irritated or congested skin. Through research I made sample products for them which had such fantastic feedback that I then went on to make them available to others through my website, www.bespokearoma.co.uk
I always want to know what ingredients are in the products I put onto my own and other people’s skin and being able to make the oils and balms myself ensured that I could use beautiful natural oils and plant botanicals and leave out the fillers, harsh chemicals and synthetic fragrances that can sneak into some mass produced products.
A chance meeting with the owners of a 5 star hotel in Windermere resulted in being offered the position of Spa Manager for their brand new spa and I decided to design the treatments and make the products myself. This proved so successful that I decided to launch Bespoke
Aroma to offer this service to other Spas and further develop my own range of skin nurturing products.
After launching Bespoke Aroma in 2014, I starting working with Spas developing bespoke treatments and products for them. This can be quite a costly process as products need safety assessments and new packaging designed and produced. These spas also had other big brand product ranges on offer to complement their own ranges. I learned about the set up costs for working with these companies as well as the prescriptive training involved. After talking with self-employed therapists and those who own smaller spas and beauty salons, it became clear that they were disadvantaged as they don’t have the budgets of the larger spas and salons. These therapists said that they would like to have access to a range of high quality spa products but without the huge set up costs or strict routine protocols and training so that their experience and good practice could
shine through. This was my inspiration for the Bespoke Aroma Spa vegan skincare range.
To help me decide which products should be prioritised for development, I spent some time discussing the most popular treatments and which products were key with a lot of therapists. It was clear that holistic facials were frequently booked as well as body scrubs and massage. Jo Griffiths, who delivers the bespoke training in the spas I work with, was instrumental in helping me consider ingredients, skin concerns and product ranges, drawing upon her vast experience as a lecturer and working in spas.
To be honest I didn’t experience much doubt about making the leap to setting up Bespoke Aroma. I felt so passionately about what I was doing that I didn’t really question if it was the right thing to do or not. Going from employed to self-employed was a little nerve wracking but I had the full support of my family, which I am eternally grateful for. I also had a fantastic friend who helped with child care so that I could attend my aromatherapy course.
Now I work with spas, beauty salons, individual therapists, businesses and other skincare manufacturers. I develop bespoke products such as massage oils, facial products, bathing products and natural deodorants. I work with local companies whenever I can such as with design work, printing and marketing. Working with my trainer Jo Griffiths, we develop bespoke treatments and routines for spas and offer in house training.
Understanding the trends in your market is important if you want long-term success. It’s all about the natural now and for many people vegan is also a must. I think people are far more conscious of what they are putting onto their skin and so ingredients labels are scrutinised far more rigidly. I always make sure that my labelling is clear with common names as well as botanical names, so people can buy the products with confidence. Consumers want to ensure the ingredients aren’t negatively impacting on nature and the environment – so looking for cruelty free, palm oil free, and for ingredients where suppliers are working with the local communities that grow and process it.
Mental Health and Well-being is a major priority for everyone, especially after the unusual year we have just had. I am seeing clients requesting more uplifting blends and those good for concentration. Other important blends are those which are effective for anxiety as well as sleep. With this is mind I am just about to launch a new range of pulse point oils which target these issues.
If you’re thinking about starting up, I’d say talk to as many people as you can. There is so much support out there both formal such as government funded workshops and business start-up schemes which offer free adviser support as well as networking groups full of people who all took that first step. So many people will be incredibly supportive and full of useful help and advice. Talking also helps to focus your business idea and helps you to start to develop a plan for moving forwards. n
