LifecanbetoffWelcome to the second in the series of my Small Business Focus (you can read the first with Hoogly Tea here).
This month I have the pleasure of speaking with Penny Richman of Diamond Divas Salon in Chippenham, Wiltshire.
If you were to look up the definition of “nailing it” you’d find a picture of Penny.
Not only is Penny a small business entrepreneur running a series of businesses including the Salon, Penny is also a make-up artist, a model and photographer, a fully qualified teacher and runs a beauty school out of the salon, she has recently taken her hairdressing qualification and on top of that she’s a published author and is working on her second book.
Oh, and she’s a mum of two beautiful daughters.
Absolutely bloody nailing it!
I’ve known Penny for about 6 years. My first visit to her was whilst she was still a mobile nail technician and before the salon was in the pipeline.
The first set of nails I had was a set of purple and silver sparkly acrylics – and they were fab! I continued to have my nails done with Penny on a semi regular basis, as well as the odd spray tan!
I can always trust Penny with her creative genius, the nails she does are always incredible – and usually extremely impractical for my life, but who cares! Look at them!!
Since the launch of Diamond Divas Salon, I visited as a hair client. The experienced team Penny employs has given me the confidence to go from my natural brunette to blonde.
There has even been some pink in there somewhere too!
I’ve also had the pleasure of being made up with beautiful make-up and had a photoshoot with Penny one very fun Monday a couple of years ago!
During my latest visit, I had the chance to speak with Penny about her businesses whilst she pulled off a set of absolutely spectacular Life can be Toff branded nails.
Penny Richman, Diamond Diva’s, Monkton Park, Chippenham
Tell us a bit about you?
Umm, I’m never sure where to start with a question like that.
I’m Penny, I’m 38 years old. I’m a mother of two daughters 11 & 13. I’ve been a nail technician for 13 years. Ive owned my own salon, Diamond Divas, since 2013.
I work full time as a nail tech/ beautician but I also like to challenge myself with at least one course a year.
Two years ago I qualified as a teacher & now run my own beauty school within the salon.
Although my main work is the nails and beauty I wanted to be confident in assisting the hairdresser and just have knowledge for the running of the business.
I found I enjoy the hair too so do the occasional hair client. This year I’m going for my second level teaching qualification and assessors award.
On top of all this I’ve been working on my novel, it’s something I started for pleasure and down time.
I never imagined being published. But, this year I signed a publishing deal with Vixen Books which means that my book, Forbidden Moments, will be in book shops soon.
That’s super exciting!
What did you do before becoming a nail and beauty technician and salon owner.
I worked in the nail industry for 8 years before Diamond Divas.
My work mainly involved mobile and I worked in a couple of local salons over the years. I also took up modelling and progressed to photography, I even had a few of my images given awards. Both in front and behind the camera.
Before that I set up some smaller businesses, one was a cake maker, which I loved but financially wasn’t working.
I tried lots of other things like nappy cakes, setting up my own days out flyer and other bits and bobs to keep me busy.
I was the secretary of my daughters preschool.
Before the kids I worked in accounting.
Tell us how Diamond Divas started
Diamond Divas was my sisters idea initially, I had some money from the sale of my house and didn’t want to waste it, so she suggested opening a salon.
As soon as she said it I knew it was the right thing to do.
Straight away we started looking for a name and logo. My, then 6 year old daughter came up with the name, a proud moment that she still tells everyone even 6 years later.
Within a few months I’d found the premises in Monkton Park and started work on the renovation.
Two months after that the doors opened and I’ve not looked back!
What has been your proudest moment in business?
I think getting our first award in 2017.
It was pretty humbling, even more so given that it was the best salon in Wiltshire.
In Chippenham would of been one thing but Wiltshire is huge so it was a massive honour.
We won most professional salon this year so I’m pretty proud of that too, I couldn’t do it without my staff and clients backing me all the way though.
What do you find challenging about being a small business entrepreneur?
There is a lot that’s hard being a small business, advertising is always a challenge but our reputation has preceded us.
We have the review and word of mouth to back us up so we rely on recommendations rather than direct advertising.
The other challenge is more personal, and that’s time.
I’m always on the go, I never have time to just sit, although if I did I’d likely get bored anyway!
I like to make the most of life, fill every moment, sitting watching soap operas just doesn’t interest me, my life’s too full to sit and watch fake ones.
If you could do the make up and/or nails for any celebrity, who would it be and what would you like to do?
I already do a couple of celebrity nails, but in general I’m not much of a celeb person.
Most of the celebrities clients & staff chat about in the salon I’ve no clue who they are on about!
I would just like to do someone who got my work noticed.
I know of one nail tech who answered a celeb call out for an emergency appointment (it was one of the Geordie Shore girls) and now she is crazy busy with clients!
She goes to all these award shows and back stage passes etc.
It’s crazy how one client can change your life. Although I must admit I’m not sure I’d be up for the award shows given I don’t know who anyone is!!
If you could turn back the clock before starting Diamond Divas, what one thing would you change and what one thing would you keep exactly the same?
I have to say there’s not much I would change.
Sure I’ve made a few ‘faux-pas’ along the way but everything has been a learning curve.
I’ve not run into any major issues with Diamond Divas.
I did open a second salon, Divas and Dudes, but I ran myself into the ground until I became extremely sick, collapsing with exhaustion.
After a year the second salon had to go, before I totally burnt out.
But even that, as difficult as it was, it was a learning curve.
I’d always planned a second salon, I did it!
It didn’t work but that’s fine I tried and that’s all that matters. I’m still very proud that I got to the stage I could have two places, I just spread myself to thin in the process.
What is the future plan for Penny when you already have so many strings to your bow?
Besides keeping Diamond Divas going for the next 5-10 years my main focus will be the novel as there’s a book two in the pipeline and the DDT beauty school.
I plan to keep the school in the salon for 18/24 months and then if it all goes well I hope to open a separate premises solely for the school.
Next year we will be expanding into the hair training courses too, so we are growing slowly.
If you’d like to make an appointment, give them a call!
Thank yoU penny for agreeing to the interview
I was absolutely chuffed with my logo branded nails that Penny did which were off the cuff the text was hand painted.
Actually, I’ve never come out disappointed with any treatment I’ve had at the salon, and there have been a few!
Penny is so incredibly talented and inspiring. I look forward to seeing Diamond Divas continue to flourish and expand. Penny certainly has the drive and ambition to succeed.
