Surviving a crisis alongside a pandemic 

 March 26, 2021

Surviving a Crisis Alongside a Pandemic  

A little over a year ago, COVID-19 began to take hold of our lives and our economy. Fear, uncertainty, and frayed nerves lead to a society with mounting mental health concerns and declining bank accounts. Since last year an unprecedented number of small businesses have closed. Those lucky enough to survive this pandemic-induced turmoil were struggling with declining revenues and expenses. 

In June of 2020, business was resuming and looking brighter— brighter than the past three months anyway. Everything was going to be great. Everything was going to return to normal. 

Yet, I could not help but have this overwhelming and looming thought: Could we ever recoup the loss & revenue of being shut down for several months?

The growing costs of necessary business purchases, payroll expenses, operational fees, and taxes were mounting. It all began to haunt me. And as if that was not stressful enough, the new protocols and restrictions placed upon the beauty industry limited our ability to provide the above-and-beyond service we try so hard to achieve. 

We waited for everyday for the news to announce the number of infections and their impact within our Province. Nova Scotia was making progress, and our numbers were falling. Nova Scotians were complying with our Health Minister & our Premier request to "stay the blazes home!" As we began to get some of our hope back. Sure enough, the Government slowly gave the green light to allow for a more comprehensive selection of services, and we couldn't have been happier.

By August 2020, there was a significant downfall in appointment bookings. Clients were apprehensive to colour their hair because they didn't want to 'go through another case of grown-out roots if another shutdown were to occur. Some saw this as an opportunity to go natural and embrace their natural look. As the need for colour services decreased, the revenues did too. Running a small business is difficult at the best of times, profit margin's in our industry are low in the best of times, working to maintain a healthy culture was challenging. Along with additional business modifications, we were facing a drop in revenues between 40-55%. Thankfully our Canadian Federal support program provided much-needed assistance.

Our regular cut clients are still coming, but that isn't enough to fill up the new 'lack' of colour clients. 

Along with many of the side effects, we, along with many salons, experienced a staff turnover— but we didn't let that break our spirits; we used it to motivate us to push forward. We continued to provide education, add new services, and maintain hours as best we can. We thrived for a hopeful and optimistic atmosphere in hopes something would change; it did.

Due to the decreasing cases and influx of safety precautions, clients started to feel safe again. With the infection rate, declining opportunities were endless. Hope came back.— So did our clients.

By August 2020, the client rush subsided. Those clients who were uneasy finally made their way back to our salon & spa. Our colour clients decided to commit. But it seemed as though everyone came in at once. After the rush, we had opportunities in our schedule that wouldn't fill up. We needed to develop new and innovative ways to rebuild our clientele while maintaining our regular client base. We began rethinking just how we engage with our existing customers and how to attract new ones. 

Our Guest Services team took to social media, directly contacting clients to promote our customer experience. We learned more about coping with our stresses and began to accept and embrace this new normal. We started to realize masks and excessive hand washing is a new reality. 

The demand for clients wanting to look the best they could wearing a mask brought into our spa an influx of eyelash extensions, eyelash lifts, brow lamination, and henna brows, and we were ready!

By December 2020, Nova Scotia Health Authority lifted more restrictions for spa services, and clients were now able to remove their masks while in the spa treatment rooms. Our clients needed skincare services as masking was creating concerns with clients' faces. 

Clients began to tell us how important we were, which reminded us that we are all in this together.

Owning a small business is difficult at the best of times; our industry's profit margin is low, and working to maintain a healthy culture was challenging.

The stories I've heard behind my chair bring both sadness and hope. I've listened to heartbreaking news from clients as they've discussed the impact COVID-19 has had on them and their families, but also hopefulness as they express how they are desperately trying to do their part in supporting local and small businesses. Conversations became more critical than ever, and communication became more than just expressing desired hairstyle, colour, or spa service. We began to hear more of what families are going through, how people manage to work from home, how friendships took on a new meaning, and how people feel overall.

This pandemic has brought upon a new appreciation for what we do as stylists and aestheticians. The beauty industry generally is a way to make you look good, but now it's being recognized as a way to make you feel good too.

Our salon & spa has never meant more to all of us than it does today. We are a caring industry; our gratitude for the support and encouragement we receive and all the love expressed makes each day a bit better!

Masks may be here for a while longer, but the salon experience will be here forever.