At Ella Baché, our salon owners are at the heart of everything we do. Their passion for skincare, dedication to their clients, and commitment to the brand shape the experience at each of our salons. Today, we’re excited to share the inspiring journey of Deborah Maguire, the owner of Ella Baché Mordialloc and how her love for beauty evolved into a fulfilling career that empowers both clients and staff alike.
A New Beginning: From the University Sector to the Beauty Industry
Deborah’s love for skin and beauty didn’t come from the traditional beauty background.
“Before I opened my salon, I was working in the university sector, handling restructurings and much more corporate matters.” Deborah shared.
“It was a big change when I made the conscious decision to buy a small business. I knew that the business needed to be something I was genuinely passionate about. I wasn’t about to buy a car dealership or a printing company, I needed something that spoke to me.”
Deborah explains in more detail how her love for beauty has evolved and how she has developed a greater appreciation for the beauty industry.
“Honestly, what woman doesn’t enjoy a little pampering? But what surprised me was how deeply I connected with the beauty industry once I entered it. It’s not just about pampering; it’s about offering people a chance to feel confident and empowered.
The more I learned, the more I saw how diverse the industry is. From being a business owner to roles in marketing, training, or hands-on therapy like dermal or beauty therapy, there are endless opportunities in this space. I didn’t realise how rich and rewarding this career could be, and that’s what keeps me excited every day.”
Why Ella Baché?
What drew Deborah to Ella Baché was the commitment to embracing individuality within skincare. The focus on professional treatments and effective skincare products resonated with her philosophy.
“When I was considering different small business options, I looked at a variety of opportunities, but the philosophy behind Ella Baché really resonated with me. The brand's commitment to embracing individuality and helping people feel confident in their skin really aligned with my values" Deborah explained.
“I loved the idea of empowering clients to feel confident and ready to take on the world. Whether it's something as simple as shaping their brows or offering a rejuvenating facial, the small things can make a huge difference in someone’s day" she continued.
“The journey so far has been amazing. Ella Baché is a brand that not only delivers excellent products but also supports its salon owners with a clear vision and community. I feel proud to be part of such a forward-thinking, client-focused brand”.
Overcoming Challenges: Navigating the Unexpected
Taking over ownership of a salon comes with its fair share of challenges, but it also presents an exciting opportunity for growth and innovation. The focus for Deborah was to maintain the high standards and relationships that have been built with loyal clientele, whilst managing the complexities of salon ownership.
“The biggest challenge came just six weeks after we opened—when the first COVID lockdown in Victoria hit. I was already navigating the new world of small business ownership, and then I had two preschoolers at home and a husband working remotely. To say it was overwhelming would be an understatement.
“But in hindsight, those two years of lockdowns gave me a chance to engage with my business in a way I wouldn’t have been able to otherwise. It forced me to step back, refine internal processes, and develop stronger connections with my team.
Although it was a tough time, I believe it gave me a unique opportunity to grow as a business owner” Deborah reflects.
Key Learnings: Building a Strong Foundation Through Change
Deborah learned the importance of adaptability, from adjusting to market trends to meeting client expectations, and the importance of building strong relationships with clients.
“During the lockdowns, it was crucial to make sure our clients felt special and prioritised. Everyone wanted to feel assured that their appointments would be kept when we reopened. This allowed me to segment our customer database, identifying our loyal clients and ensuring we maintained a tailored, personal approach with them,” she said.
Celebrating Legacy and Community: 25 Years of Trust
At Ella Baché Mordialloc, clients don't only return for quality treatments but also for feeling valued and part of the salon's community.
Deborah explains, “we’ve had clients who’ve been coming for over 20 years. Some of them still talk about when the salon was across the road, and it's incredible to see how deeply people connect with our space. Many of our clients are now bringing their daughters and even granddaughters to the salon—it’s become a multi-generational family tradition.
The previous owner built such a strong foundation over 16 years, and that legacy has carried through. The consistency and reliability of the salon, along with our therapists who have been with us for over seven years, has created a warm, familiar environment where clients feel truly at home.”
Building a Reputation: Word of Mouth and Community Engagement
Deborah speaks about helping build a reputation and attracting new clients through personal recommendations.
“Word of mouth plays a huge role in our business, especially in the Mordialloc area. Many of our clients are part of close-knit communities, they play golf or tennis together and naturally, word travels fast.
We’re also involved in the Local Traders Association and support their activities, but there’s more that I could do in terms of engaging with the local community. It's something I'm focusing on for the future,” she said.
Pride in Achievements: A Cohesive, Loyal Team
One of the achievements Deborah is most proud of is maintaining full staff retention consistently for four years.
“Given the challenges of ownership changes and the ups and downs of running a business, having a loyal, cohesive team is incredibly rewarding. Our team is like a family, and that stability has been key to our success”.
Advice for Future Salon Owners: A Rewarding Journey
For those considering starting their own salon business, Deborah offers the following advice:
“Just go for it! Yes, it’s challenging, but the rewards far outweigh any obstacles you may face. The journey is incredibly rewarding—it’s not just about beauty treatments, but also about learning so much along the way, from bookkeeping to marketing to HR. You become multi-skilled in so many areas.
If you're passionate about skincare and empowering others, it’s an amazing journey to take. I can’t imagine doing anything else”.
Personal Favorite: The Sensibeautics Range
Deborah’s favourite products lie in the Sensibeautics Collection. Designed to support, hydrate and soothe delicate sensitised skin experiencing stress.
“I've struggled with dermatitis and sensitised skin for years, and I never realised how easy it could be to proactively manage flare-ups with the right skincare products. The Sensibeautics Collection has been a game-changer for me. It’s gentle yet effective, and it’s something I can trust every day”.
A Passionate Journey with Ella Baché
The journey of Deborah Maguire is a true testament to the power of passion, resilience, and the community that Ella Baché fosters. From navigating the challenges of a global pandemic to creating lasting connections with clients and staff, this story exemplifies the heart of our brand—empowering people to thrive in their own skin, every single day.