As a part of the Morning Lazziness series about empowering women who are encouraging and doing incredible things with their ideas in society, I had the pleasure of interviewing Penny Hawker.
Penny Hawker’s journey into the world of aesthetics began in the late 1990s, following a diverse career in nursing and health insurance. Discovering that her true passion was helping people feel confident in their skin, she established the Cliff House Clinic in the early 2000s—one of Essex’s first aesthetics clinics. Over time, the clinic transformed into CHC Aesthetics, where Penny now leads a team of fully qualified aestheticians, providing a full range of body sculpting and facial treatments in a welcoming and relaxed environment.
In 2021, CHC Aesthetics was recognized with the Prestige Award for Aesthetics Clinic of the Year in Essex, a milestone that reflects Penny’s dedication and hard work. While the journey has had its challenges, including the temporary closure of the clinic during the COVID-19 pandemic, Penny’s resilience and the loyalty of her clients helped the business emerge stronger than ever.
Penny also takes great pride in mentoring the women on her team, sharing her knowledge and experiences as they begin their own careers in the aesthetics industry. Always eager to learn new techniques and stay ahead of industry trends, she is committed to delivering the best outcomes for her clients. With a focus on personal growth and innovation, Penny is excited for the future and remains steadfast in her mission to help every client feel their absolute best.
Here’s what we found out about Penny’s daily routine, followed by an exclusive Q+A.
Can you tell us about your journey to entrepreneurship and what inspired you to start your own business?
My journey into entrepreneurship started in the late 1990s when I became interested in face and body aesthetics. I’ve had a varied career, including nursing and working in private health insurance but I always felt there was more to life.
Opening the Cliff House Clinic in the early 2000s was the natural next step for me. I wanted to create a relaxed space where clients could have high-quality aesthetic treatments. The inspiration was to help people feel good about themselves and have a great experience during their treatments.
As a woman in business what challenges have you faced and how have you overcome them?
One of the biggest challenges has been staying confident in a competitive world. I’ve overcome this by educating myself – staying up to date with the latest technology, industry trends and techniques – and surrounding myself with a network of mentors and fellow business owners who inspire me. This network has been a lifeline in helping me through the ups and downs of business.
How do you balance the demands of your business life with your personal life as an entrepreneur?
Balancing business and personal life can be tough, but I’ve learned the importance of setting boundaries. I make time for self-care, whether that’s running, yoga classes or simply spending quality time with my family and our animals. I believe that when I look after myself, I can look after my business and my clients. It’s about finding that balance and not losing sight of what’s outside of work.
What networking strategies have worked best for you in your industry?
Networking is key in our industry. I find LinkedIn has been great for connecting with other professionals. But it’s not just about connecting online it’s about nurturing them. I make an effort to remember my clients names and check in with them regularly. Building real relationships has helped me build trust and loyalty which is vital in our industry.
How do you find mentorship and what role has it played in your business?
I used to seek out mentorship by attending industry events, workshops and seminars. Having mentors who have been through similar experiences has been gold for me. They offer perspective, guidance and encouragement, especially during tough times. Their insights help me make informed decisions and navigate challenges better. I love mentoring the women working at the clinic who are just starting out in the aesthetics industry. I find it so rewarding to support and empower them as they start their own journeys and share my learnings with them.
What have you found works best for selling your products and reaching your market?
Knowing my market is key. We’ve found success in offering special packages like 50% off treatment bundles which encourages clients to come back for multiple treatments. This builds loyalty and allows us to showcase our services. We target our paid ads to the local area because we want to be the number one choice for aesthetics in Southend-on-Sea.
And SEO is important; we make sure our website is a hub of information about the treatments we offer. By staying up to date with what the competition is offering and having a strong online presence, we can reach and engage with our audience.
What marketing have you used to promote your products, and how do you measure their effectiveness?
We use a combination of online marketing strategies including Google Ads and social media promotions. We track engagement and conversion rates. We need to know what works with our clients so we can adjust our strategies.
We also showcase reviews on our website as it builds trust and credibility with potential clients. Positive feedback is social proof for new clients to choose us for their aesthetic treatments. We also actively ask for client feedback, which is essential for us to refine our offerings and make sure we’re meeting our clients’ needs.
What was a major setback or failure for you in your business and how did you recover from it?
The COVID-19 pandemic was a big setback for us as we had to close our doors temporarily, and clients couldn’t get treatments. It was tough but I’m so grateful for our loyal clients who came back when we reopened. We kept communication open, offered virtual consultations and made sure everyone felt safe when they returned. It taught us resilience and adaptability.
We’ve also had to deal with similar businesses opening up next door which has reinforced the importance of long-term relationships with our clients. We focus on returning treatments and word-of-mouth referrals by keeping our offers and prices competitive and making our clients feel valued and engaged.
What would be your top tip for aspiring women entrepreneurs just starting out?
My tip would be to trust yourself and don’t be afraid to take risks. Surround yourself with a supportive community and keep learning. Remember, setbacks are part of the journey it’s how you respond that matters. Always put self-care first — your well-being is key to your success.
Do you have a favorite mantra or quote that you live by as an entrepreneur?
One mantra that resonates deeply with me is, “Do what you love, and you’ll never work a day in your life.” This is so true in my journey as an entrepreneur. My passion for aesthetics goes beyond just running a business; it’s about genuinely caring for my clients and their experiences.
When you love what you do, even the challenges feel like exciting puzzles to solve rather than burdens. This mantra serves as a constant reminder that I’m fortunate to work in a field that inspires me every day.
