Susan sits down with Helena Biggs, the editorial director of Scratch magazine, to explore the vibrant and innovative world of the nail industry. With over 22 years of experience, Helena shares her journey from a multimedia journalism graduate to a key figure in beauty journalism, discussing the evolution of Scratch magazine and its impact on the nail sector. The conversation delves into the importance of standards, regulation, and the need for nail professionals to promote their skills and qualifications. Helena emphasizes the value of competitions and awards, such as the Scratch Stars Awards, as platforms for recognition and professional growth. KEY TAKEAWAYS Industry Growth and Opportunities: The nail industry is vibrant and innovative, with significant growth potential, especially in international markets. Scratch Magazine has seen an increase in US subscribers. Importance of Standards and Regulation: The UK nail industry is currently unregulated, which poses challenges for maintaining high standards. Value of Competitions and Awards: Participating in competitions like Nail Olympia and the Scratch Stars Awards can significantly enhance a nail technician's skills and profile. Pricing and Value Perception: Nail technicians are encouraged to charge their worth, as many clients may not understand the value of their skills and training. BEST MOMENTS "I think now that our industry has made moves in aesthetics with regard to licensing and stricter controls... Unfortunately, I think nails are quite far down the list." - Helena "The responsibility is twofold. Ultimately it's down to the beauty professional to shout about their accreditation... and it's up to the consumer to ask the right questions." - Helena "I think most people would go to a salon and look to see whether it's clean and tidy... but it's of course beyond that." - Susan "Competitions are really valuable... It's all about working on your timings, working on your accuracy, bettering your skills." - Helena HOST BIO Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication. Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive. Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2. She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars. Susan's expertise continues to shape and elevate the beauty industry worldwide. USEFUL LINKS https://susanroutledge.com https://www.instagram.com/susan_routledge/ https://www.tiktok.com/@beautybusinessmatters https://marketing.susanroutledge.com/beauty-and-the-best-chapters This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

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