“Cancer inspired me to start my business.”
So says Jackie Kearney, to whom the risks associated with going into business suddenly didn’t seem so significant. Jackie, 50, reveals how adversity drove her to set up Amara Spa in Fulham, West London in 2004.
Krystena Petrakas: What interested you to start a spa business?
Jackie Kearney: Mine is a bit of a strange story.
I had a cleaning company and then was diagnosed with breast cancer. I took a year out, had chemo and during my treatment I wanted to take more control, as generally when you have chemo you feel a bit out of control.
I decided to have more natural regimes like herbal remedies, massages, some pampering, because obviously I felt awful. My hair was very thin; in fact I just managed to keep a tiny amount of hair.
I wanted to get out there and feel normal, but I found there was nothing and no one to help me, no where to go to feel pampered or looked after – it was disappointing.
I thought “I’m going to do it myself!” and started researching business opportunities online. I sold the cleaning company and the spa was born.
I thought "I'm going to do it myself!", sold the cleaning company and the spa was born
KP: How inspiring! Wasn’t it difficult while you were so ill?
JK: I had already run a business for seven years so I was used to working for myself. I’m an independent person and don’t like the nine to five world. I did this for myself and that’s what got me through it.
KP: How did you tackle raising the finance?
JK: With difficulty. The sale from the cleaning company gave me some money, but not enough.
My partner and I underestimated how much money we’d need, so we took out a personal loan. I was lucky at the time because my partner was a builder, so he worked on a few big projects to help finance the start-up.
KP: How did things go in the early days?
JK: The first two years were tough, tougher then you would ever imagine. But as the finances improve it all calmed down.
Our income grew due to hard marketing and being proactive; I always make sure we do everything we can to keep clients coming in.
You can’t just sit there, open your doors and say “I’m ready” – people won’t come. You must do something to make them come, and that’s when hard marketing and advertising comes into it.
Also, make sure you go out there and speak to as many people as you can.
KP: Tell us how your marketing went...
JK: Initially I employed someone to do the marketing, and he really helped throughout the first year. Circumstances changed and I got to grips with it myself, marketing to our existing client base and referring friends.
You must always keep an eye out; the health and beauty market changes constantly. The market two years ago is different to what it’s like now and you as a business owner have to adapt to that change.
KP: And what have you done to adapt?
JK: Times are tough financially and customers now have different price expectations, so I make sure at my spa they get value for money. It’s not about discount, it’s about value.
People can’t afford to waste money anymore, but if you offer good value people will spend the money. So instead of offering less, offer more and make the customers feel like they’ve got a lot more for their money.
Two years ago I didn’t have to think of things like this, it was a lot easier. Now you’ve got to give real added value.
