My Business Journey, Chapter 5: Finding Clients and Keeping Them

In Chapter 4: Discovering the Skincare Range That Shaped My Business, I shared how I found Éminence Organic Skincare. With a treatment space and product ranges in place, my next challenge was to build a client base and give people a reason to keep coming back.

Welcome to Chapter 5 of My Business Journey, the story behind Karen Alexandra Beauty and Well-Being in Tonbridge. This chapter is about small targets, word of mouth and the wonderful people who helped my business grow. In Chapter 6: The Ultimate Juggling Act, I share how I balanced that growing business with family life.

Small targets and baby steps

My client numbers increased slowly but surely. To begin with, I could only work around my husband’s shift patterns, handing over parental responsibilities when he was at home.

I would set myself little targets. In the early days, I hoped to make enough contacts to have one treatment to carry out each day. If there wasn’t a client to treat, I was happy simply to receive a call from someone asking about the treatments I could offer.

It was all baby steps, but every enquiry mattered.

Spreading the word around Tonbridge

I posted price lists through doors, left flyers in cafés and on public notice boards, and even featured in a few magazines.

But nothing was more effective than word of mouth and meeting people face to face. Those conversations helped people get to know me and feel comfortable taking that first step.

My children helped me network, without knowing it

Joining mum-and-baby groups, then preschool and school communities, meant I was constantly meeting people. I didn’t think of it as “networking” at the time, but those everyday connections played an important part.

Family life and business life were closely woven together. As people got to know me, some became clients, and recommendations gradually travelled further around the neighbourhood.

Getting braver and organising my own events

In addition to taking part in events, I began organising them myself. My Christmas Shopping Event, held in my home from 2010, became a regular fixture for several years.

This was when I first recognised how much I enjoyed promoting other hardworking women who were also juggling home-based businesses with growing families.

Guests could shop in a friendly atmosphere, discovering beautiful cakes, decorations, jewellery, gifts and cards. It was about bringing people together as much as selling products.

When the shopping evening outgrew my home

After a few years, the event became too popular to fit everyone into my home.

In 2015, fellow business owner Clare gave me the opportunity to hold my final Christmas Shopping Event at her new business, The Bakehouse at 124. I felt extremely lucky to have that support.

The photographs below show some of the wonderful women who supported me that evening. Do you recognise yourself?

Finding clients is only the beginning

All those moments helped me connect with new customers and shaped the business. But finding clients was only part of the story. Looking after them mattered just as much.

I never want to take a client’s loyalty for granted. Keeping my standards high, listening and offering the best service I can are central to how I work.

My clients and customers have made this working life possible. I want them to know how important they are to me, whether they have been coming for years or are getting in touch for the first time.

Read all 12 chapters of My Business Journey

1. Chapter 1: A Baby, a Beauty Couch and a New Beginning
2. Chapter 2: Sleeping Babies and Homemade Price Lists
3. Chapter 3: A Permanent Home
4. Chapter 4: Discovering the Skincare Range That Shaped My Business
5. Chapter 5: Finding Clients and Keeping Them (you’re here)
6. Chapter 6: The Ultimate Juggling Act
7. Chapter 7: The Pivot, Finding My Niche
8. Chapter 8: The COVID Years
9. Chapter 9: A New World After COVID
10. Chapter 10: A Family Affair
11. Chapter 11: A Huge Change
12. Chapter 12: On into the Future!

Previously: Chapter 4: Discovering the Skincare Range That Shaped My Business.

Continue to Chapter 6: The Ultimate Juggling Act, where I share more about balancing family life and the business.

Explore Karen Alexandra Beauty today

Visit Karen Alexandra Beauty to explore skincare, makeup and wellbeing favourites, with personal advice from me in Tonbridge.

Thank you for your interest, for reading and for being part of the journey.

Karen xxx

Karen Alexandra Beauty and Well-Being

2a Avebury Avenue, Tonbridge, Kent