From burnout to 244% growth: how one beauty salon crossed the VAT threshold & came out stronger
By Jess Watts | 13 April 2026 | Techs & Salons, USA
Since entering the beauty industry 16 years ago, Jamie-Lee Jones has honed her skills, built a thriving business and learned one uncomfortable truth: working harder doesn’t always mean working smarter.
Inconsistent income and a business that depended entirely on her showing up led to feelings of intense burnout. Here’s how she turned things around…
Where it all started
Jamie-Lee built her beauty career across every model the industry offers: self-employed, mobile and from home – all while juggling single parenthood.
“In the early years I made many of the same mistakes I now see other hair and beauty professionals making,” Jamie-Lee says. “I undercharged, tried to do everything myself and focused heavily on gaining new clients, rather than building long-term loyalty.”
Her passion for treatments remained constant, but a lack of understanding of the business side of the industry led to extreme pressure and financial instability.
“I believed that working harder would naturally lead to growth, however without the right foundations in place, working harder just led me to burnout,” Jamie-Lee reveals.
Building a business
The post-pandemic world opened doors to new possibilities, and Jamie-Lee had a vision: “I wanted to provide high-quality treatments within a welcoming and professional environment, where clients feel comfortable, supported and confident in their results,” she says.
B-Unique Beauty and Aesthetics was her answer. Based in Durrington, Wiltshire, the award-winning beauty salon offers a variety of treatments, and thrives on the belief that ‘everyone deserves to feel confident and cared for’.
“Initially, I believed the best way to achieve my vision was through a self-employed team model,” Jamie-Lee explains. “I wanted to create a positive environment where experienced therapists could work independently, while still being part of a professional and friendly space. My main focus at that stage was ensuring clients could access a wide range of high-quality treatments and felt in safe hands.”
However, as the business developed, Jamie-Lee began to recognise that with growth comes choices – and she had a big decision to make.
Reaching the VAT threshold
“Very quickly, the business reached the point where turnover was approaching the VAT threshold – which is a position many salon owners find challenging,” Jamie-Lee reveals.
In the UK, as of 1 April 2024, any business with a turnover exceeding £90,000 must register for VAT. This means that 20% is added to the cost of services, which can make pricing a real challenge in a competitive market. For Jamie-Lee, the threshold arrived faster than expected, and the options in front of her were clear.
“At the time, the business was operating with self-employed therapists alongside one employee. Staying below the threshold would have meant restricting availability, limiting our high-ticket treatments and potentially turning clients away. That would have made it difficult to maintain the quality results I wanted clients to experience.”
Jamie-Lee continues: “The options were either to limit growth in order to remain under the VAT threshold, or adapt the structure of the business to support continued expansion.”
Her decision ultimately came down to one thing: “I did not want to build a business that depended entirely on my personal availability in order to function,” Jamie-Lee states. “I wanted to create something sustainable that could continue to grow, support a team and deliver consistent results for clients, without requiring me to carry out treatments full-time for the rest of my career.”
It was a big change – but for Jamie-Lee, staying still was no longer an option.
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Restructuring
Shifting the structure of B-Unique Beauty and Aesthetics from a self-employed to an employed model was no easy feat, however it was necessary. “After reaching the VAT threshold, I realised the business needed a complete restructure in order to survive,” Jamie-Lee says. “Without strong foundations in place, the business began to decline and I could see how quickly growth can become unstable without the right systems supporting it.”
So, Jamie-Lee began to work on the practical elements of employment, including contracts, payroll and legal paperwork. “I had not fully considered the level of structure and support therapists need in order to thrive,” she admits. “Clear expectations, defined treatment standards, onboarding processes and development pathways are all crucial in helping a team feel confident and perform consistently.”
Eventually, the restructuring process allowed each therapist to have their own development pathway with clear progression opportunities, training and regular one-to-ones. “Some of the self-employed therapists chose to remain self-employed and left the business,” Jamie-Lee reveals. “However, as the structure became clearer and the business began to grow, I brought in additional employed team members who valued the support and development opportunities available.”
The results
“Since restructuring, B-Unique Beauty and Aesthetics has grown significantly, with revenue increasing by 244% within two years,” Jamie-Lee says. “Phorest Benchmark data also shows that we achieve one of the highest client retention rates in the UK, demonstrating the impact of strengthening the foundations of the business.”
The salon owner adds that a culture shift has accompanied the restructure. “The culture has developed into one centred around professionalism, accountability and continuous improvement, with the whole team working towards consistently high standards of client care and results,” she shares.
“My role has naturally evolved to only working 10 hours a week in the salon, as I focus on leading the business strategically, supporting the development of the team and working on my second business: mentoring hair and beauty professionals and salon owners.”
This shift has allowed the business to grow ‘in a more stable and structured way, without compromising on quality’.
A wider industry impact
“Reaching the VAT threshold is often a sign that a business has strong demand,” Jamie-Lee says. She adds that rather than viewing it purely as a financial obstacle, ‘it can be helpful to see it as an opportunity to review structure, pricing and long-term strategy’.
However, Jamie-Lee warns that strong foundations must be in place. “Clear systems for client retention, consultation standards, pricing structure and team development make growth far more stable and sustainable,” she says.
Jamie-Lee’s shift between employment models also raises important questions. “Employment can provide therapists with clearer development opportunities, ongoing training and the ability to learn within a supportive team environment,” she acknowledges. “Many therapists simply cannot afford continuous education when self-employed, which can impact both confidence and standards across the industry.”
The journey as a business owner has sparked a new passion for Jamie-Lee: “Alongside running the salon, I mentor solo therapists and salon owners through my coaching business, The Salon Whisperer, where I help them put foundations in place that support sustainable growth and profitability,” she comments.
“As the industry continues to evolve, I believe there is an opportunity to raise standards across both client experience and therapist development, creating stronger businesses and clearer career pathways for future professionals.”
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