Elemis opens first Academy of Excellence

Elemis has opened its first ever Academy of Excellence in Birmingham.

Situated on Church Street, the venue will host treatment education and business courses focusing on the skills, operations and retailing that make a successful salon. The move is the result of the brand's passion for education as well as customer demand.

Managing director Noella Gabriel said, “The heartbeat of Elemis has always been education. After 25 years it's incredibly important that our delegates are brought into an environment that represents the complete journey of the Elemis brand to its fullest.”

Trainees will be advised on the art of formulation, what makes a great consultation and how to maintain clients, as well as learning about the latest technology and hands-on treatments. Attendees who pass will receive full accreditation and become a brand ambassador.

The academy will be open to employees and business partners, with an edited range of chargeable courses for general attendance by therapists from non-Elemis salons.

Gabriel told Professional Beauty earlier this year that another two academies would set to open shortly after the Birmingham site – one in London and another in the North, adding that all three would also teach business skills such as understanding the average hourly rate and headcount needed to make your salon or spa profitable.