“With our previous recycling business, we used to say everyone gained from it: the charities, the donors, the planet. And it’s the same with Novum Salons. Our clients feel better. Our team feels proud. And we know we’re making a difference in people’s day-to-day lives.”

Julie Swindells, co-founder of Novum Salons with her husband Dave, isn’t the usual beauty industry business success story. In fact, Julie and Dave didn’t start their career in skincare or hairdressing - they began in finance.

“We trained as accountants. For years, we worked in various industries - our biggest venture was in textile recycling,” she explains.

That business, run alongside a handful of other directors, was about more than turning a profit. Over a decade, it raised over £10 million for charities such as Air Ambulance and The Christie, thanks to their commitment to donating 30% of turnover.

Eventually, the business caught the attention of a large VC firm, and Julie and Dave made the difficult but inevitable decision to sell.

Starting something new

Following the sale, and going through a difficult period of family loss, Julie was surprised to find herself really looking forward to, and comforted by, her monthly manicure appointments.

“It became like therapy,” she says. “It was the one space I could laugh, cry, talk freely. I wasn't someone's daughter, wife, or boss. I was just me, being looked after.”

This experience planted the seed for something new. Julie wanted to recreate that same feeling of being supported and restored for others.

“That’s what Novum Salons is about. Not just surface-level treatments, but a deeper experience of wellbeing.”

Over the next year Julie and Dave acquired two existing salons in Kingsley and Tarvin - and set to work transforming them. Kingsley became a tranquil skin and wellness clinic, while Tarvin was elevated into a premium hair destination.

Creating a signature service: Discover You

At the heart of Novum’s ethos is their signature Discover You experience. Discover You is a million miles away from trends or huge transformations: it’s about helping people reconnect with who they already are.

“Women come in and say, ‘I’ve lost myself,’” Julie shares. “Maybe the kids have grown up, maybe they’ve gone through illness or a life change. We’re here to help them find their way back.”

Discover You is a service designed to help people feel their best again. Whether through colour analysis, hair, make-up techniques, beauty services, personal styling or skincare guidance - the focus is always on finding the unique prescription of what works for each client individually.

Again, this is all drawn from Julie’s personal experience and knowing the difference it will make for their clients:

“I gave up smoking, gained weight, and suddenly I didn’t feel like me anymore. Dave arranged for me to see a stylist,and that one session changed everything. I wouldn’t have picked a single thing she suggested… but every item looked amazing. I felt like myself again. That feeling is what we want to offer.”

That very same stylist is now part of Novum’s Discover You offering.

Redefining the salon workplace

From the outset, Julie and Dave have been determined to do things differently behind the scenes, too.

“We’ve always believed in looking after the people who look after others. We pay properly. We offer flexibility. We give our team the training and confidence they need to shine.”

This approach is paying off. Novum is now attracting talent from well-known salons and is seeing a welcome shift as professionals begin to seek employment again, after years of being self-employed post-COVID.

“There’s real value in being part of something. Our team members now see how much they know, how much impact they have - not because we push them to ‘sell’, but because we train them to share. It’s about educating, empowering and supporting our clients.”

What does five-star service mean?

While Novum is committed to using premium, high-end products, Medik8 for skincare, Kérastase for hair - the service they’ve set out to deliver is relaxed and welcoming.

“Come in your joggers, no makeup, just as you are,” Julie smiles. “You’ll still get five-star service - not because we have chandeliers or serve champagne, but because we really care about how you leave feeling.”

Novum’s definition of high-quality service is rooted in listening and understanding each client’s preferences. Quiet time or a long chat? Popping in for a speedy manicure during your lunch hour or looking for a total escape? The team understand everyone’s needs are different.

“It’s about making each client feel like this moment is for them. That’s what builds trust and long-term loyalty.”

Intentional selection of treatments

Each treatment is carefully considered. One of the clinic’s most innovative treatments is CACI: a non-invasive alternative to Botox that uses microcurrents and LED therapy to tone facial muscles.

“It’s like a workout for your face,” Julie says. “It’s very subtle, very natural. You’ll see the difference, but you still look like yourself.”

This intentional, informed approach extends across everything they do. Novum doesn’t chase fads. They offer what works: and they take the time to explain it.

“But it’s really not just about what we offer, it’s about how we guide our clients through the options. That builds trust.”

A new website to mark the evolution of the Novum Salons brand

When Novum Salons first launched, the focus was on getting up and running: building the team, transforming the salons, and creating a five-star client experience.

Their original website did its job as a functional booking platform, but as the business grew in ambition and identity, it began to feel limited.

“It didn’t really reflect who we were becoming,” Julie explains. “The visuals didn’t match the quality of the service. There wasn’t enough space to tell our story, communicate our values or showcase the depth of what we offer”

At our initial web design call, Julie explained she was looking for someone who could understand the heart of Novum and translate it into a digital space that felt just as warm and professional as walking through the salon doors.

Together, we created a site that balances hair and skin, welcomes and informs clients - and even more importantly - gives every service room to breathe. Just as Julie believes in empowering clients, she appreciated being guided and educated through the design process

“[Working with Bright Avenue] was such a positive experience. We weren’t talked down to. We were educated, guided, and empowered - just like we aim to do with our clients.”

Now, the website reflects everything Novum stands for: professional excellence and a belief in transformation that goes more than skin deep.

Discover Novum Salons

If you’re local to Cheshire, I’d highly recommend a visit to Novum Salons. You can find them in Kingsley for skin and wellness, or Tarvin for expert hair.

Website: www.novumsalons.co.uk
Instagram: @novumsalonsgroup