It began in the back bedroom of married quarters on a local RAF base by the current proprietor Elaine Sefton. The Business has survived recessions, cash flow crisis and low cost sales of beauty products over the internet. Despite the pitfalls, you will now find Elaine’s of Brampton housed in the pleasant and well equipped premises of Brampton Park Golf Club.
The achievements are no surprise when you look at Elaine the businesswoman. Not only has she built a successful and well respected business over the years but she has become a leading member of the Local Small Business Community; her credits include a successful year as the President of a Rotary Club and presently, the position of Assistant Governor. Further afield, Elaine has even found time over the last few years to make extended visits to the developing world, helping to relieve poverty as a volunteer.
From the beginning it was recognised that success takes time; in Elaine’s case this has been based on looking after customers and investing in a close co-operative relationship with suppliers. Perhaps surprisingly, from very early on, 25% of her clients have been men and furthermore, special programmes are also provided for young people of both sexes. The ability of the Business to offer the latest and highest quality of products and treatments to clients is underpinned by a partnership with the leading global cosmetics giant Dermalogica. As an accredited Partner, Elaine’s of Brampton is officially part of the Dermalogica Tribe.
As well as enabling the Business to offer an ever changing and expanding product range, suppliers like Dermalogica also monitor the quality in their outlets. They also provide a focus on extensive training benefitting both full and part time employees. Investing in People is more than just a “badge on the wall” at Elaine’s. This is clearly demonstrated by their major efforts to provide a programme of work experience for young people still at school or those about to leave. As many as six are employed at various times during the year.
The focus on the relationship with customers and suppliers has not infringed on the commercial edge of the Business. From time to time, seasonal promotions have brought about success but because of the investment elsewhere in the business the quality of the product is maintained and is what drives the commercial success of the business.
By surviving and prospering during the first twenty six years, Elaine’s of Brampton have exceeded their original expectations made possible from a long term commitment to the values of the business. It is probably safe to say Elaine can look forward with confidence to the next twenty years, despite all the uncertainties of the present economic climate that may meet her along the way.
Meet Elaine again in our next issue when she will share her beauty secrets in her new regular column @elainesbrampton