Enter the Competitive Beauty Market: Jennifer Diaz’s Incredible Journey

  • 03 December 2021
  • Adelaide

The beauty industry

The Australian beauty industry is valued at over three billion dollars and, as of 2020, has grown exponentially. The industry comprises two subsets that split between beauty and personal care. Beauty includes cosmetics, hair salons, nail salons and more while personal care can include anything from topical creams to alleviate a rash, soap or even hand sanitiser. With the rise of COVID-19, personal care has seen a spike in sales due to the necessity to keep it free of germs and bacteria. This, however, does not mean that the beauty side of the industry has suffered by any means. 

The beauty side of the industry has experienced growth on its own. Trends tend to suggest that consumers are now more image-conscious which is most likely due to the impact of social media, and are more likely to spend more on their appearance, specifically on products that are considered more expensive or luxe.  

Jennifer’s Journey

Jennifer Diaz

Jennifer Diaz began her journey as a nail technician while she was a refugee in Trinidad and Tobago. Despite her success as a business owner, the government and local population were incredibly hostile towards refugees. The government and public would go to such lengths to deliberately create a harsh environment on people seeking safety and freedom. This was the reality of being a refugee. The dehumanisation that Jennifer and her family suffered only grew worse. They had to constantly hide from the authorities, fearing that their identification and status would be revoked. Fortunately, Jennifer got a call from the United Nations High Commissioner for Refugees (UNHCR) with news that she had qualified for a humanitarian visa in Australia.

Almost immediately after Jennifer’s arrival into Australia, she had a goal to work towards – to open her beautician shop once again. To put this goal in action, Jennifer completed an intensive English course, extensively researched her business and the competitive market, sourced equipment and found premises. When Jennifer approached Thrive, she had a readily available business plan and knew what she wanted to achieve. Thrive was able to provide her with business support, mentorship and business financing. After 18 months of dedication, hard work and resilience, Jennifer finally opened her own Nail and Beauty Shop, Diamond of Nails and Beauty.

To this day, Jennifer works tirelessly to keep her business successful, while supporting her two beautiful children and elderly father. More than that, Jennifer helps other refugees in a similar situation to make their transition easier. 

The future of nails

With the rise of COVID-19, more and more consumers have been turning to nail art and nail styling to showcase their personalities, while others wear them as a status symbol. As a result of market demand, nail salons have become more affordable, offering more services and expanding their clientele. Now, most nail salons offer services that aren’t simply manicures and pedicures, but also a varied array of polishes, creams, treatments as well as eyebrow styling and lash services. Trends suggest that the demand of nail technicians is predicted to grow by 10% by 2028, and that the nail industry alone is estimated to reach $11.6 billion by 2027. 

“I am proud of what I have achieved for myself and my family in such a short amount of time” –  Jennifer Diaz


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