Sara Shoemark is the owner of Glow Beauty.
Sara Shoemark has a passion for the beauty industry that has not waned since she embarked upon her career in the late 80s. After training at the Ray Cochrane Beauty School, London, this was followed by working in a number of prestigious spas and stores, involving both retail and beauty therapy, to include Harrods, Selfridges and Fortnum and Mason.
Sara moved back home to the North West in 1990, where she completed a teacher training course, which enabled her to pass on her treatment skills to the next generation of beauty therapists. Whilst teaching was enjoyable and worthwhile, she missed hands-on treatments and the joy and interaction of helping clients to look and feel their best. However, in these relatively early days of the high street beauty salon, Sara couldn’t find a professional salon within which to work. This was instrumental in her decision to start her own treatment room and ‘Beauty with Sara’ was born! As the popularity of the salon grew, she had to twice move to bigger premises. Sara’s undeniable passion, boundless energy and enthusiasm (and a lot of hard work), has culminated today, in her GLOW group of salons based in Wrexham, Chester and Mold.
As part of her ongoing policy of continual development, she further achieved success from her change of brand identity, from ‘Beauty with Sara’ to ‘GLOW’ in 2006. It was a market led decision that she felt necessary in the fast moving industry.
Before college courses were more available, Sara became a City and Guilds accredited training centre and began to train her own therapists, (which continues to this day), along with providing training for other salons after a number of her own therapists achieved their assessor qualifications.
Sara’s philosophy has always been to provide an exceptional service, believing that high quality products, expertly executed, results driven treatments and the provision of an escape from the hustle and bustle of life, promotes an inner beauty that positively glows.
Today, having amassed shelves full of glittering national beauty awards, she is a highly regarded and respected industry representative, and an inspiration within the health and beauty sector. Her joy and knowledge of all things beauty sees her enthusiastically presenting at conferences, speaking at beauty seminars and regularly assisting as a judge at the Professional Beauty Awards. In addition, she is often called upon to contribute to magazines and the media on beauty related topics and offer inspirational talks to local colleges. Her consultancy service helps new or underachieving salons, whilst also advising Tesco on a small budget range of body products, which were available in 400 Tesco stores nationwide.
The generosity of her time shows the love she has for her industry and for the growth of the next generation of beauty therapists. She feels fortunate and incredibly lucky to work in an industry she adores and to work closely alongside her team with continuous passion, knowledge and total dedication, to promote the beauty industry in the professional light that it deserves.
At the heart of the business is the desire to inspire her team. She encourages, motivates and trains her staff, to achieve and become the best they can possibly be. This commitment to team development results in highly trained beauty therapists – the Beautologists – some of which have won their own awards as ‘Beauty Therapist of the Year’, Facial Therapist of the Year’ and ‘Manicurist of the Year, at the Oscars of the beauty industry, the Professional Beauty Awards.
Sara’s team are committed to learning and passionate about their industry. Since 1991 they have been an award-winning Decléor Salon and are now designated Decléor Platinum status, ensuring clients of the highest level of Decléor treatments and advice. Whichever salon treatment is chosen, therapists will have been trained to be the highest standard and their awards are testimony of that.
In addition, understanding that some clients may be contraindicated for some treatments due to medical conditions, early 2019 sees GLOW therapists being trained in Touch Therapy – Made for Life Wellness Treatments – specifically designed for clients living with and recovering from cancer or other life changing conditions. Sara’s belief is that as few clients as possible should be prevented from looking or feeling their best.
GLOW are more than high street beauty therapists, they are true artists in the ‘Art of Beautology’.