Sereen Eng is a very clever lady who made POSH a Success. Her every move helps improve and grow her business, and strengthens her brand. Young, bright and definitely business savvy.
Looks Do Matter.
Founder of POSH, Sereen started her nail care business with one staff with two chairs only. Today, after 5 years, there are now 4 spa outlets across the Klang Valley.
She wanted more than just providing manicure services.
It was her dream to build a sustainable business, that can be passed to the next generation. It has to be a sustainable brand. She created POSH, where Looks Do Matter. Within 5 years, she has 4 Nail Spas and her own body care product line. Business is growing year on year.
She says every appointment is an appointment with happiness. I know as I have been enjoying happiness for the past 10 years, haha.
Walt Disney said we have to “Believe, Dream, Dare and Do” and this gutsy demure lady did just all that to make POSH a Success.
Beyond a Manicure.
Many years ago, a manicure was all about coloring your nails pink.
Today, there is art painted on your nails. Extensions to make your nails longer or more beautiful. Gel color to last for weeks. Spas for your fingers and toes.
Why do it alone. There’s Pampering Parties. Corporate Parties.
Why stop at nails? POSH goes on to offer makeup, hairdo, waxing and eyelash extension service. Keeps the ladies at POSH all day, ya. It is truly one stop.
More Beauty means More Happy. More Happy means More Beauty.
Many of us are too busy to have time to pamper ourselves.
POSH brings the services right to your door steps, to our work place with POSH Manicure in Motion – The Mobile Nail Spa
Grooming for work is important. For ladies, hand and nail care is important to be presentable. POSH has this #everythingcounts campaign for a good impression.
It is not about brightly painted decorated nails only, but simple clean and well maintained ones (like mine, haha). Nail care is a reflection of personal hygiene and indication of your attention to details.
POSH provides grooming at work without interfering with the working flow. Their professional nail technicians will perform a 20-min manicure, to preen and shine your nails.
Sign of a progressive company.
POSH uses top-of the-range and high quality products that are carefully selected.
She launched her own body care product called AGAPE (pronounced A-GAP- PE) 2 years ago. It has a generic branding for a wider audience. It is locally manufactured.
Peppermint & lemon grass are her favorite scents, and also the better sellers. It is all about Wellness, Scrubs, Lotions, Anti Bacterial Creams and Bird Nest Drinks.
These products are also used at POSH spas, and sold online and in-store. This is all part of the POSH Success.
The POSH Brand.
She is a natural maketeer and understands the 4Ps – Product, Pricing, Promotion and Placement (Distribution).
This lady also understands the power of collaboration.
POSH also recently presented the first and very successful Nail Art Fashion Show in Malaysia, to celebrate their 5th anniversary. The event was unique and duely recorded in the Malaysia Book of Records.
During the first 3 years, she was out there getting her brand name known, mingling with the Who’s Who.
Some of the events included programs with famed local designer, Melinda Looi.
POSH is also a favorite at beauty pagents including Miss Astro Chinese International Pageant.
Corporate launches such as those for brands like Braun Buffel, also like to partner POSH.
She was honest. You can’t grow big just doing manicures. It is not sustainable. It was important to get a right business model.
The business is limited by the number of skilled people available, and the number of minutes spent per customer. Instead of having large number of mass customers, she focused on customers more willing to pay for a quiet spa. In business terms, the average revenue per minute is improved.
Spas and Nail Art are great ideas. Customers pay more for the pampering, and the fine art on their nails. Nail art changes with seasons, and occasions. These refinements take the hand care business to a whole different level.
Her client base are corporate ladies, business women and local celebrities. And increasingly men.
As she put all the elements together, the tipping point for the business came around 2017. Since then, POSH is gathering momentum month on month.
She invested in a quiet corner shop in Taman Tun Dr Ismail. It was a simple but very elegant spa. This is their flagship. The location is a strategic one, and a good choice – quiet but in the good location.
She also believes in training her team to improve on their confidence, and skills. People are her assets. Her business relies on her people. Her focus on talent development & mentoring, and giving our youth a career path, builds junior leaders that will help in her pursuit of a sustainable business model.
All these help to make POSH a Success.
Sereen has a degree on business law & Marketing from Monash Australia. She was in property management together with husband prior to POSH. That’s why she addresses the business in a very academic and learned manner. Thinks through. Talks through. Smart lady. Destined for big things in life.
Malcolm Gladwell in his book The Tipping Point talked about the Law of the Few. With a good proposition, what he calls “Stickiness Factor”, and solid “Context”, a tipping point can be achieved with a few key people – Connectors, Maven and Salesman. The tipping point is that magic moment when an idea, trend, or social behaivor crosses a threshold, tips, and spreads like wildfire.
Sereen transformed a basic service into a memorable and sticky brand – POSH: Looks Do Matter. Personal grooming started to gain traction in the country in the last 5 years, and the industry mushroomed. Women and increasingly men value personal grooming and a regular spa for all your digits, is most welcome.
There is lots of buzz online about nails, and nail art. Nail art follows the seasons and special occasions. Facebook and Instagram postings deep dives into this previously unspoken topic.
She built her connections over the lst 10 years, and she is a dedicated salesperson. Her Facebook is full of events. She is hard working, and most of all, passionate about her business.
What captured my interest is how she became a classic success story in the last 10 years. From a simple 2 chairs half shop at my hair dresser, to 4 spas and her own product line. Inspirational.
POSH Gives Back.
With so much on her plate, she has also made an effort to provide community service to the orang asli community. She believes not in giving fishes, but teaching people to fish. She takes in trainees and gives them the confidence and skills to be a professional nail technician. Good Job.
Saluting POSH Success.
She came; She saw; She conquered. Kudos to this incredible Lady POSH.
“Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful.” Sir Richard Branson
“Your premium brand had better be delivering something special, or it’s not going to get the business.” Warren Buffet
“All our dreams can come true, if we have the courage to pursue them.” Walt Disney