“It represents just how far we have come. For the better part of two years, we have been in and out of lockdown, and at some stages it was hard to see the end in sight,” CEO Pippa Hallas told Inside Retail. 

“It is so important that small, local businesses are given the opportunity to re-open and trade, it is people’s livelihoods and their careers we are talking about. I am so delighted to see NSW open its doors again; our salons are bustling with energy, clients are eager for some well-deserved indulgence, and there is no better time than Christmas trade.”

To combat frequent lockdowns around the country, Ella Baché pivoted to virtual salons, through which therapists can provide personal skin consultations. Hallas described lockdown as a time for growth and pushing beyond comfort zones.

“We simply had no choice but to pivot the brand, and with forward thinking and innovation, we launched our virtual salon,” she said.

“The idea was born when we noticed gaps in the market emerging – our clientele was still after great skincare and expert advice. It allowed our Ella Baché community [of customers], therapists and franchise owners to connect. With the flexibility and needs of our customers changing, we will continue to connect virtually.”

During the NSW and Victoria lockdowns, Australian body-shaping business Body Catalyst decided to focus its energy on the state of Queensland, where Covid-19 has had less impact.

“My business has gone from 13 clinics at the beginning of the year to 30 clinics now,” Body Catalyst founder and CEO Samantha Barakat Light told Inside Retail. 

“We opened our first clinic in Queensland earlier this year, when we were forced to close in New South Wales and Victoria, and accelerated more store openings [in the state]. Now we have four clinics in Queensland and one more opening in a month.”

The business has been overwhelmed by demand since reopening. 

“Our books were full,” Barakat Light said. 

The biggest challenge for the businesses that have reopened in NSW is navigating vaccination requirements. Under the current restrictions, unvaccinated consumers are not permitted to visit a hairdresser, beauty salon, or massage premises. Businesses must ensure that customers check in via QR code and are required to check vaccination certificates upon entry until December 1, when unvaccinated consumers will be allowed entry. 

For both Ella Baché and Body Catalyst, open communication with staff and customers on vaccination was key in the months prior to reopening to ensure they could do so safely. 

“We spent an immense amount of time working on communication with our salons, guiding them in the best possible way, and ensuring they would be fully equipped when it came to offering beauty services face-to-face,” Hallas explained. 

“With a concise roll-out plan, and clear communication between therapists and clientele, we ensure there is a clear understanding that, as per government guidelines, you must be fully vaccinated to enjoy an in-salon experience.”

There is no vaccination mandate for non-essential retail workers, stylists or beauty therapists. And those that cannot physically work from home are permitted to go to their place of work to do so. 

Body Catalyst CEO Barakat Light said she felt it was the business’s “duty” to ensure staff were fully protected and could work in a safe environment. She spent around four months discussing the topic with her employees. 

“Our brand [motto] is, ‘Our bodies are our business’, so it was really hard for us to take a position either way,” she said. “I had one-on-one conversations with our 129 employees. It was a big challenge but we ended up getting about 97 per cent of our team [agree to get vaccinated], which is excellent.”