{"id":52886,"date":"2019-01-22T09:00:04","date_gmt":"2019-01-22T08:00:04","guid":{"rendered":"https:\/\/phorest-ob-staging.com\/?p=52886"},"modified":"2020-08-26T10:18:00","modified_gmt":"2020-08-26T10:18:00","slug":"jo-fairley-beautiful-business","status":"publish","type":"post","link":"https:\/\/www.phorest.com\/gb\/blog\/jo-fairley-beautiful-business\/","title":{"rendered":"Jo Fairley On Building A Beautiful Business: Top Insights"},"content":{"rendered":"<p class=\"p1\">Jo Fairley is an entrepreneur best known for creating the Green &amp; Black\u2019s chocolate brand in 1991, which she ran with her husband before Cadbury bought it in 2005. Today, a lot of her work focuses on her recent ventures which include an organic bakery, natural food store and a\u00a0<a href=\"https:\/\/www.thewellingtoncentre.com\/our-story\/\"><span class=\"s1\">nine-room salon and wellbeing\u00a0centre<\/span><\/a>. Also a brand consultant, award-winning author and journalist, Jo has written for a wide range of newspapers and magazines. As the <a href=\"https:\/\/www.phorest.com\/gb\/blog\/2019-phorest-salon-owners-summit\/\" target=\"_blank\" rel=\"noopener noreferrer\">first speaker to take the main stage<\/a> at the\u00a0<a href=\"https:\/\/www.salonownersummit.com\/\">Phorest Salon Owners Summit 2019<\/a>, she shared her secrets to building a beautiful business, recounting the r<span class=\"s1\">ollercoaster journey Green &amp; Black&#8217;s took her on and lessons she&#8217;s learned from the experience.<\/span><\/p>\n<p><!--more--><\/p>\n<p><strong>Listen to the audio version of this blog, and\u00a0<a href=\"https:\/\/itunes.apple.com\/ca\/podcast\/the-phorest-blog\/id1182467915?mt=2\" target=\"_blank\" rel=\"noopener noreferrer\">subscribe to the Phorest Blog Podcast here<\/a>:<\/strong><\/p>\n<p><iframe title=\"Spotify Embed: Jo Fairley on Building a Beautiful Business: Top Insights\" style=\"border-radius: 12px\" width=\"100%\" height=\"152\" frameborder=\"0\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; fullscreen; picture-in-picture\" loading=\"lazy\" src=\"https:\/\/open.spotify.com\/embed\/episode\/5rkWtxzSdXKolgo8nGyfct?si=F_ysQ8Z0SO64zHmyH7r-KQ&#038;utm_source=oembed\"><\/iframe><\/p>\n<h2>A Bit Of Background<\/h2>\n<p>Green &amp; Black&#8217;s was the first-ever product to carry the UK Fairtrade Mark, and for the past nine years, the brand has been hailed as the<em> \u2018coolest food brand\u2019<\/em> in Britain <em>(according to the Cool Brands Survey). <\/em>It is now worth\u00a0$100 million a year. But it took a whole lot to get there. Jo Fairley&#8217;s journey is one of<span class=\"s1\"> resilience, inner strength and determination. Something she stressed throughout her entire talk.<\/span><\/p>\n<h3>&#8220;Take Care Of Yourself First,&#8221; Says Jo Fairley<\/h3>\n<p>As an entrepreneur, the most important thing to look after, is <em>you<\/em>.\u00a0<span class=\"s1\"><i>\u201cWe should all take responsibility for our own wellbeing,&#8221; <\/i>she said, leaving the audience to think long and hard about their own entrepreneurial journey and state of wellbeing.\u00a0<\/span><span class=\"s1\">Every single day is a rollercoaster, she continued. <em>\u201cYour staff gets sick all at the same time, and unless you take care of yourself first, you won\u2019t be able to take care of others.&#8221;<\/em>\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.salonownersummit.com\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-53275\" src=\"https:\/\/d2dfxqxblmblx4.cloudfront.net\/wp-content\/uploads\/2019\/01\/23203629\/static1.squarespace-1024x479.png\" alt=\"Jo Fairley\" width=\"500\" height=\"234\" srcset=\"https:\/\/d2dfxqxblmblx4.cloudfront.net\/wp-content\/uploads\/2019\/01\/23203629\/static1.squarespace-1024x479.png 1024w, https:\/\/d2dfxqxblmblx4.cloudfront.net\/wp-content\/uploads\/2019\/01\/23203629\/static1.squarespace-300x140.png 300w, https:\/\/d2dfxqxblmblx4.cloudfront.net\/wp-content\/uploads\/2019\/01\/23203629\/static1.squarespace-768x359.png 768w, https:\/\/d2dfxqxblmblx4.cloudfront.net\/wp-content\/uploads\/2019\/01\/23203629\/static1.squarespace.png 1500w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/><\/a><\/p>\n<h2 class=\"p1\"><span class=\"s1\">Top Insights<\/span><\/h2>\n<p class=\"p1\"><span class=\"s1\">Strongly inspired by Dame Anita Roddick&#8217;s <em>&#8220;doing good is good for business,&#8221;\u00a0<\/em>Jo Fairley has always built strong businesses with a sense of purpose. This is especially evident with her salon and wellbeing centre where she noticed one particular thing. For her clients, coming to the salon or taking 20 minutes in the morning to put on their makeup represented the only time in the day that they actually focused on just themselves.\u00a0However, as you can imagine, doing good is not enough. You&#8217;ve got to add in all the other factors:<\/span><\/p>\n<ul>\n<li><strong>Product<\/strong><\/li>\n<li><strong>Public relations<\/strong><\/li>\n<li><strong>Customer Service<\/strong><\/li>\n<li><strong>Branding<\/strong><\/li>\n<\/ul>\n<h3 class=\"p1\"><span class=\"s1\">What Makes <em>Your<\/em> Product Different?<\/span><\/h3>\n<p class=\"p1\"><span class=\"s1\"><b><\/b>When you really believe that your product or salon is the best, it makes it easy to sell it to your clients, journalists and team. And if there\u2019s something out there that you\u2019re not finding, chances are you\u2019re not the only one looking for that. Putting yourself in your customer\u2019s shoes is a great place to start when it comes to dreaming up new products, ideas and schemes.<br \/>\n<\/span><\/p>\n<h3>Her Experience With Green &amp; Black&#8217;s And PR<\/h3>\n<p>For the first 9 years of Green &amp; Black\u2019s, no money was spent on advertising. Jo and her team worked with who today we\u2019d refer to as influencers \u2013 <em>think Jamie Oliver, for instance<\/em>. Any opportunity they had, they gave away tons and tons of chocolate &#8211;<em> anything that could get the product into the hands of the type of customer that would love their brand<\/em>. They sponsored a series of concerts and started sharing true authentic stories on the inside of the wrapper. People love stories and relate to them. If there\u2019s anything you can share authentically \u2013 <em>think testimonials<\/em> \u2013 from your brand\u2019s perspective, do it. It will play a massive difference in your brand awareness strategy.<\/p>\n<p><span class=\"s1\">Press releases also played an essential part in delivering the messaging &#8211;\u00a0<em>\u201cGuilt-free chocolate? Well almost.\u201d &#8211;<\/em>\u00a0got the brand coverage from The Independent who piggy-backed onto that &#8211;\u00a0<em>&#8220;Right on, and it tastes good, too.&#8221;<\/em><br \/>\n<\/span><\/p>\n<h3><span class=\"s1\">Customer Service<\/span><\/h3>\n<p><span class=\"s1\">While she didn&#8217;t go on too long about customer service, she did say this one thing:<em> &#8220;The best place to start is to put yourself in your customers\u2019 shoes.&#8221;<\/em><\/span><\/p>\n<h3><span class=\"s1\">Lessons On Branding<\/span><\/h3>\n<p><span class=\"s1\">We live in an ever more design-conscious world. Every single penny you invest in good design, and in salon\u2019s cases, most times that comes down to interior design. So invest in that, from Jo Fairley&#8217;s experience, it always comes back 1000x fold.<\/span><\/p>\n<figure id=\"attachment_53265\" aria-describedby=\"caption-attachment-53265\" style=\"width: 800px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.facebook.com\/groups\/letsgrow.for.salonowners\/?tn-str=*F&amp;fref=gs&amp;dti=812452055571243&amp;hc_location=group_dialog\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-53265 size-full\" src=\"https:\/\/d2dfxqxblmblx4.cloudfront.net\/wp-content\/uploads\/2019\/01\/23203535\/SalonOwnersSummit_Roadshow_Banner.jpg\" alt=\"Jo Fairley\" width=\"800\" height=\"200\" srcset=\"https:\/\/d2dfxqxblmblx4.cloudfront.net\/wp-content\/uploads\/2019\/01\/23203535\/SalonOwnersSummit_Roadshow_Banner.jpg 800w, https:\/\/d2dfxqxblmblx4.cloudfront.net\/wp-content\/uploads\/2019\/01\/23203535\/SalonOwnersSummit_Roadshow_Banner-300x75.jpg 300w, https:\/\/d2dfxqxblmblx4.cloudfront.net\/wp-content\/uploads\/2019\/01\/23203535\/SalonOwnersSummit_Roadshow_Banner-768x192.jpg 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><figcaption id=\"caption-attachment-53265\" class=\"wp-caption-text\">Salon Owners Summit Roadshow: Tickets on sale February, 1st, 2019! Contact &lt;salonsummit@phorest.com&gt; for more details.<\/figcaption><\/figure>\n<h2><span class=\"s1\">Food For Thought: Quotes &amp; Reflexions<\/span><\/h2>\n<ul>\n<li class=\"p1\"><em><span class=\"s1\">&#8220;If you don\u2019t do it, you\u2019ll never know what would have happened if you did do it.&#8221;<\/span><\/em><\/li>\n<li><em><span class=\"s1\">&#8220;On taking care of people, put your oxygen mask on first before assisting anyone else.&#8221;<\/span><\/em><\/li>\n<li><em><span class=\"s1\">&#8220;Be more strategic. You need to narrow down what you focus on; pick 2-3 things and don\u2019t spread yourself thin.&#8221;<\/span><\/em><\/li>\n<li><em><span class=\"s1\">&#8220;In business, we all need a microscope and a telescope. The microscope, we&#8217;re very good at that. The telescope, on the other hand, is so important yet so rare.\u00a0<\/span>What could your salon do to reach out to the people in your community who perhaps can\u2019t afford your services? How can you make a difference in your community? To give back, and instil a sense of purpose?&#8221;<\/em><\/li>\n<\/ul>\n<p>For information on everything surrounding the coveted event&#8217;s next edition, keep an eye on\u00a0<a href=\"https:\/\/www.salonownersummit.com\/\">www.salonownersummit.com<\/a>! Got feedback? Let us know either in the comments below or tweet us\u00a0<a href=\"https:\/\/www.twitter.com\/thephorestword\" rel=\"noopener\">@ThePhorestWord<\/a>!<em>\u00a0(Pssst! We\u2019re on\u00a0<a href=\"https:\/\/www.instagram.com\/phorestsalonsoftware\" rel=\"noopener\">Instagram<\/a>\u00a0too!)<\/em><\/p>\n<p>Thanks for reading! #LetsGrow<\/p>\n<hr \/>\n<h3>Not a Phorest Client?<\/h3>\n<p>This event is exclusive to Phorest Clients only. However, if you are looking to take your salon to the next level, then why not\u00a0<a href=\"https:\/\/www.phorest.com\/features\/\">request a free quote<\/a>\u00a0or\u00a0<a href=\"https:\/\/www.phorest.com\/features\/\">demo of our software today<\/a>, and join the list of esteemed Salon Owners Summit guests!<\/p>\n<hr \/>\n<h5>Featured imaged shot on location of the\u00a0<a href=\"https:\/\/salonownersummit.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Salon Owners Summit 2019<\/a>, in Dublin. Photo by\u00a0<a href=\"https:\/\/salonownersummit.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Alan Rowlette<\/a>. \u00a9 2019 Phorest Salon Software.<\/h5>\n","protected":false},"excerpt":{"rendered":"<p>Jo Fairley is an entrepreneur best known for creating the Green &amp; Black\u2019s chocolate brand in 1991, which she ran with her husband before Cadbury bought it in 2005. Today, a lot of her work focuses on her recent ventures which include an organic bakery, natural food store and a\u00a0nine-room salon and wellbeing\u00a0centre. Also a &hellip; <a href=\"https:\/\/www.phorest.com\/gb\/blog\/jo-fairley-beautiful-business\/\">Continued<\/a><\/p>\n","protected":false},"author":25,"featured_media":52962,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1285],"tags":[7787,7788,7789,6822,7525,1615,1966],"class_list":["post-52886","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-salon-owners-summit-news-events","tag-beautiful-business-gb","tag-building-a-business-gb","tag-green-and-blacks-gb","tag-jo-fairley-gb","tag-main-stage-gb","tag-salon-owners-summit-gb","tag-speaker-gb"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Jo Fairley On Building A Beautiful Business: Top Insights | Phorest<\/title>\n<meta name=\"description\" content=\"Jo Fairley and Green &amp; Black&#039;s: a journey of resilience &amp; determination. 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