Southampton salon owner Georgia Steel states that potential bridal clients should instantly recognise a salon's specialty from its social media. She argues that if they must search for this information, the business has likely lost the booking. Ebony Shepherd, Glitterbels creative brand manager, suggests bridal services should offer a premium, personal experience, framing them as an 'all about me' moment for the client.
Shepherd recommends several ways to enhance the bridal service. These include offering a trial treatment, creating a calm and luxurious salon atmosphere, providing a bridal touch-up kit with items like cuticle oil and a mini file, and scheduling priority booking for these clients.
Sara Pinto, Andreia Professional's nail product and academy director, outlines four key areas for promoting bridal treatments. She advises showcasing work on social media with before-and-after shots, close-ups, and behind-the-scenes content, while also engaging with current wedding trends. Collaboration with other wedding vendors such as bridal boutiques and photographers is also suggested for cross-promotion. Building trust involves featuring testimonials and photos from previous brides. Finally, offering seasonal promotions during peak wedding periods can encourage bookings.
Shepherd stresses the importance of an in-depth consultation taking place six to eight weeks before the wedding. This allows time for strengthening treatments like builder gel or structured overlays if needed to achieve the bride's desired nail length and look. The final appointment should occur one to three days before the wedding for optimal longevity and a polished appearance in photographs.
Pinto suggests that offering a celebratory drink, along with soft music and scented candles, can help create a relaxing atmosphere for the bride. Steel reiterates the necessity of a consultation to understand client desires. She also highlights the need to protect one's schedule with a proper deposit, particularly when booking out extended service times. For trials, Steel advises meticulous note-taking to avoid embarrassment at the final appointment.
