Featured in M By Maly's Magazine
Hair designer and salon owner Bella Shahmoradian has taken bridal services to a whole new level. Her salons, Bella Nella Bride, located in Glendale and Beverly Hills, CA, offer brides and their wedding parties a one-stop beauty destination providing hair, makeup, skincare, nail and spa services along with accessories such as tiaras, veils and jewelry. Bella, along with her sister Nella, an expert makeup artist, and a team of 20, provide creative, high fashion style and exceptional customer service to 800 brides a year.
To keep everything running smoothly, Bella relies on systems for all aspects of her business. From the front desk to the salon and spa, every team member must be detail-oriented, organized and in-tune with the salon's culture. "When working with brides, you have to have customer service like a five-star hotel and be time oriented like a five-star restaurant," says Bella. "Until a bride comes to you on her wedding day, you don't know what she's been through. Many times, she has no trust. As soon as she can trust us, she can let go and enjoy the moment.
That's why hiring the right people is so important. Candidates go through three interviews and once hired, attend an eight-week training course. Bella looks for book-smart, passionate, artistic and caring people. "I call them beauty nurses," she says. "They have to be alert when a bride has a breakdown."
Another key to Bella Nella's success is offering couture quality services with upscale products such as L'Oreal Professionnel hair color, L'Oreal Kerastase treatments and Guinot skincare. To maximize her services, Bella offers a Bridal Beauty Countdown, a six-month to-do list that suggests pre-wedding programs of hair treatments, facials, massages and waxing services.
To create your own bridal department, Bella suggests choosing your best stylist, makeup artist and a very caring coordinator for the front desk. Create a private area in the salon for the bride and the wedding party and decorate it. Start telling your clients about the services and use the internet for marketing. "Bridal services will put your salon on the map," says Bella. "When the client goes to the wedding, there will usually be at a minimum 200 guests. If she looks beautiful, people will say, 'Who did her hair and makeup?' It's instant marketing for the salon."