With over 20 years of experience in the beauty and salon industry, Valerie Reynaert has worked closely with salon owners across multiple markets, helping them strengthen performance, navigate operational challenges, and build sustainable businesses.
Following recent conversations with salon operators across the region, Valerie and her team can share with confidence that one thing is clear: while the challenges may differ, the pressure on business owners right now is universal.
“There is no single solution. But there are clear principles that can help salons navigate uncertainty, protect their teams, and emerge stronger,” Valerie shares.
Start with reality: Cash flow first
In uncertain times, decision-making must be grounded in facts, not assumptions. Cash flow is your single most important guide.
Focus on what you know today and what you can realistically project. Avoid decisions based on hope or short-term thinking.
“Protecting the sustainability of your business is not just about survival, it’s about safeguarding your team, your clients, and your future,” says Valerie.
Communicate clearly and honestly
Transparency with your team is especially critical in times like these, says Valerie.
“Your employees are more likely to support difficult decisions when they understand the context. Sit down with them, explain the financial reality, and involve them in finding solutions,” she advises.
Where adjustments are needed prioritise annual leave where possible, consider unpaid leave if necessary, and ensure any salary adjustments are mutually agreed and formally documented.
Clarity builds trust. And trust is what will hold your team together during challenging periods.
Manage leave and operational risk carefully
Employee leave and travel require careful planning. While flexibility is important, unplanned absences can create operational strain and, in some cases, legal complications.
Set clear expectations, plan ahead, and strike a balance between supporting your team and protecting your business continuity.
Control costs, immediately and strategically
Now is the time for disciplined cost control.
Delay non-essential upgrades or renovations. Reduce stock levels and shift to smaller, more frequent orders where possible. Review all expenses and pause anything that does not directly contribute to revenue or client experience.
Small operational adjustments can have a meaningful impact on your margins, without compromising service quality.
Protect your standards
In times of uncertainty, consistency becomes your competitive advantage.
“Your clients still expect a high level of service, and your salon should remain a space that feels calm, professional, and reliable. This is also where leadership matters most, your team will take their cues from you,” she explains.
Stay steady. Stay visible. Lead with confidence.
Focus on smart revenue, not discounts
Discounting may feel like a quick win, but it can damage your brand and margins in the long term.
Instead, focus on increasing average spend through thoughtful upselling, encouraging referrals and enhancing the overall client experience. Clients who value your service are far more likely to return, and to spend more.
Strengthen your presence
Your visibility matters more than ever at the moment.
Clients are spending more time online, and your content reassures them that your business is active, stable, and ready to welcome them.
Avoid “cheap” offers and instead focus on content that reflects your brand, your standards, and your client experience.
Consistency builds confidence.
Addressing the questions salon owners are asking
Beyond strategy, many salon owners are facing practical, day-to-day questions. Here are some of the most common, and Valerie’s advice on how to approach them.
How can I reduce costs quickly in my salon?
Start by tightening what you already have. Review stock, reduce waste, and cut back on slow-moving products or services that aren’t profitable. Optimise team schedules and utilities. Small operational changes can improve margins quickly without affecting the client experience.
How do I reduce no-shows without frustrating clients?
Make it easy for clients to commit, not feel chased. Use friendly reminders 24–48 hours in advance, implement a clear (but fair) cancellation policy, and consider deposits for high-value services. Most importantly, build strong relationships, clients who value the experience are less likely to cancel.
How can I keep my team motivated?
Create a culture your team wants to be part of. Recognise performance, communicate clearly, and involve them in the bigger vision. When people feel valued and supported, high service standards follow naturally.
Compliance, risk and responsibility
What about salary reductions and the Wage Protection System (WPS)?
Any salary reduction must be formally registered with the Ministry of Human Resources & Emiratisation (MoHRE) or the relevant free zone authority.
Employees must sign a contract amendment, which is then submitted for approval. Only once approved will WPS be updated accordingly.
What is my liability if something goes wrong?
You may still be liable if a client or employee is injured at your business.
Insurance coverage varies, and many policies include exclusions, such as “Act of War”, which may leave certain incidents uncovered. It is essential to review your policy carefully and understand exactly where your responsibility lies.
Final thought: Lead with clarity and consistency
There is no “one-size-fits-all” solution.
But the businesses that will navigate uncertainty successfully are those that stay realistic, protect their cash flow, communicate openly, and lead with consistency.
With two decades of industry experience behind her, Valerie’s advice remains grounded in one core principle: strong, steady leadership, especially in uncertain times, will always set the businesses that thrive apart from those that struggle.
By: Valerie Reynaert, Founder & CEO, VR beauty consulting
