Personalised service the key to success

PERSONALISED service is the secret to running a business in a small town such as Esperance, says Dempster Hair and Beauty and House of Fashion owner Jacqui Raseta.

At just 24, Ms Raseta is balancing her growing business and raising her four year old daughter.

Her business approach has proved extremely successful, winning her this year’s Youth Initiative Award.

Ms Raseta said the hairdressing business in Esperance was cut-throat.

“There are 10 places that cut hair among a population of 13,000. We have an edge because we offer beautician services as well,” she said.

“You need to know what your public wants, what Esperance needs.

“This is a very close-knit community and people want a personalised service.“It’s not like I can take a day off and get someone to take over from me.”

However, Ms Raseta believes Esperance’s hairdressing industry will rationalise.

“The GST will make it harder for owner-operators,” she said.

“I envisage the number of salons will lessen and remaining salons will get bigger.”

Ms Raseta said she expanded into the fashion area when a neighbouring property became vacant.

“When I took the lease on my shop three and a half years ago I also put in for the lease on the shop next door,” she said.

“I was told I would have to wait about three years but the lease came up a lot faster than I expected.

“The hair and beauty side of my business is quite large but not big enough to pay for the rents on both shops so I thought I’d try something different and went into fashion.

“I chose labels that weren’t being sold in Esperance. We sell younger labels designed for women ranging from high school age to their 40s.”

Ms Raseta started her business experience in Perth, taking on Natural Skincare in South Perth when she finished her training.

“I had money saved up to buy a car. My grandmother suggested I buy a business and I decided I could,” she said.

“At the time I didn’t know anything about running a business and learnt along the way.

“When I took on this business about the only thing I had to learn was about staffing.”

Ms Raseta’s business employs six staff.

She said business in Esperance was quiet at the moment but “we’ve been really busy”.

“Normally the hairdressing and beauty salon industry is fairly quiet in winter but for the past two years we’ve been very busy,” Ms Raseta said.

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