Five years ago, Mooeys Petersfield opened its doors for the very first time.
What began as a vision from franchisee Vanessa, affectionately known throughout the Mooeys herd as Diamond Moo, has grown into a thriving salon in the heart of Petersfield, serving thousands of clients and building a loyal team along the way.
What’s perhaps most remarkable is that Vanessa’s journey with Mooeys didn’t start as a franchisee at all.
It started as a client.
Having experienced the brand firsthand, Vanessa loved Mooeys’ ethical approach, commitment to quality and strong values. As an experienced businesswoman with a background in property development, she recognised the potential in the franchise model and saw an opportunity to build something special within her local community.
Five years later, we sat down with Vanessa to reflect on the journey so far, the lessons she’s learnt and the advice she’d share with anyone considering building a successful business.
Taking the Leap
Starting any business can feel daunting and opening a salon is no exception.
When asked about her biggest fears before opening Petersfield, Vanessa reflects on:
“The fact that I wasn’t a beauty therapist and my knowledge was limited was one of my biggest fears. 5 years on, I’ve learnt so much about the beauty industry. I’m also very competitive so the fear of failure I would say was another big fear “
Despite the inevitable uncertainties that come with starting a new venture, something gave her confidence that the salon would succeed.
” I‘m a good business woman, so I knew that if I applied my knowledge about business and my business ‘head’ to everything I was doing, I should succeed. I’m also a real carer of people and I think that has helped the business. I do have quite fragile staff, but they seemed to have blossomed under my leadership. “
Like many successful business owners, Vanessa combined careful planning with a willingness to take action.
Building a Successful Salon
Five years on, Petersfield has become a much-loved part of the local community.
So what’s been the biggest contributor to its success?
For Vanessa, the answer is simple:
“I have a really strong team which we’ve built over the years. We have great leaders such as Lucy & Hollie and everyone has been incredibly ambitious within our business. We love setting ourselves targets and we achieve them, which is incredible.”
It’s a reminder that successful businesses aren’t built overnight. They are built through consistency, relationships and an unwavering commitment to delivering a great experience every single day.
The Secret to Client Loyalty
One thing that stands out about Mooeys Petersfield is the loyalty of its clients.
In an industry where clients have endless choice, creating a salon people return to time and time again is no small achievement.
When asked what keeps clients coming back, Vanessa says:
“I would say great service & consistency, as well as kindness, are huge contributors to success. I think we have a lot of kindness in our salon, and that really shines through to our clients, making them feel safe & secure. All of that contributes to great success. Being in the service industry, things of course go wrong sometimes but the important thing is that we have the ability to make it right and we never shy away from our mistakes. We always deal with any issues head on and in a polite & mature fashion.”
At Mooeys, we’ve always believed that clients remember how you make them feel. Treatments matter, but so do relationships, trust and consistency.
Understanding What Drives Growth
Every successful salon evolves over time.
As trends change and client needs develop, understanding which services are driving growth becomes increasingly important.
When asked which treatment categories have helped drive Petersfield’s success, Vanessa shared:
“We use targets to achieve our goals and the team are very driven. We do have a financial bonus scheme which we’ve always had since we first opened and that helps maintain the focus on the goals. The team are very proud to sell courses and that helps the business to help achieve more financial security.”
This ability to adapt while staying true to your core offering is one of the reasons Petersfield has continued to thrive.
Knowing Your Numbers
Whilst salon ownership is built on people, it also requires a strong understanding of the business itself.
When asked which metrics she pays closest attention to, Vanessa explains:
“I think we are very keen to use any advice we get from senior management team such as Amy’s contributions. We always look at the suggested advice and we’ll always dissect it, taking what we think will benefit us and leaving what won’t. We may not use every aspect of it but we look at it all the time and it is my focus. Also, for me, I’m privileged to be able to look at the other salons and I learn a lot from them and what they’re doing. That’s how I drove my business: by looking at the success of a 13 year old business like Farnham to see where I could fit into that success & grow. The information we get as a group is always very helpful and I hope franchisees use that because it’s there for a reason and it’s really useful.”
And what should every business owner be paying attention to each week?
“I think a good business owner should want a really happy team and always make sure they ask the right questions of their team, keeping the team motivated and excited for change rather than fearful. You need to help them understand that change is positive and good. Targets and growth are really good to keep a close eye on as well as your utilisation. I utilise my diary to the 9th degree which I’m now trying to come out of the business a little more, so I’m now training someone. I know I’m the best person to train someone to be a good utiliser.”
This insight highlights an important lesson: successful businesses don’t happen by accident. They are built through understanding performance, spotting opportunities and making informed decisions.
Advice for Future Franchisees
Having successfully built and grown Mooeys Petersfield over the last five years, Vanessa is uniquely placed to advise others considering a franchise journey.
Her advice?
“I would say to anyone thinking of having a franchise that if they think they’re just going to have the Mooeys name and it will do the work for you, big mistake. The Mooeys name stands for itself and I’m incredibly proud to be apart of it, but if you’re not prepared to work hard and drive your business yourself, that is what you need to focus on. You need to be present in the salon to do that fully, you have to be able to understand the business, especially in those first few years. You have to be apart of that drive in the business as people won’t do that for you.”
Whether you’re considering franchising or simply looking to grow an existing business, there’s enormous value in learning from those who have already walked the path.
Looking Back With Pride
When reflecting on everything that’s happened over the last five years, one question stood out.
What is Vanessa most proud of?
Her answer was:
“The obvious one is the financial reward I’m able to give my girls. I didn’t do this for the money, I did it to offer people a safe place to work, to achieve goals and become part of a team. Within 5 years, we’ve achieved that and I’m so proud. We have a strong, loving and caring team that genuinely enjoy working and playing together. We have so much fun, this year we’re actually having our first awards ceremony which is awesome as our team is now big enough to be able to do it. It’s given me great joy.”
Moments like these remind us that success isn’t just measured in revenue, treatments or growth. It’s measured in people, opportunities created and the positive impact made within a community.
Looking Ahead
So what does the future hold for Mooeys Petersfield?
When asked where she’d love to see the salon in another five years, Vanessa’s answer was full of ambition and excitement:
“I want it to be exactly where it is now and stronger than ever. I’ll still be around but I assume someone else will be running it by then, not me. I’d like to aim to be able to pop in 2 days a week to check on things. I hope our targets and reputation continue to blossom as they are now, I’ll be delighted.”
Knowing Vanessa, we have no doubt there are plenty more exciting chapters still to come.
From all of us at Mooeys, congratulations on an incredible five years.
Here’s to the next five!
