My lightbulb moment: Make-up pioneer Sherrille Riley, reveals the inspiration behind her beauty empire
- Sherrille Riley, 41, is founder of Nails & Brows Mayfair and Beauty Edit Mayfair
- She was inspired after visiting The Nail Spa while on holiday in Dubai
- The London-based beauty expert now employs 31 staff and has VIP clients
Sherrille Riley, 41, founded beauty salon Nails & Brows Mayfair in 2014, followed by make-up range Beauty Edit Mayfair. Her VIP clients have included royalty. She lives in London with her husband Fabrizio, who works in finance.
I fell into brows as I messed up my own aged 13. I looked at models in magazines thinking, ‘I’m not quite like that’. I shaved my brows and they didn’t grow back properly.
There were no eye pencils back then, so I used black eyeliner. Today I like to look back on the whole episode as ‘self-discovery’!
I did work experience at a salon, studied beauty therapy for three years, then moved to London in 2002 and worked at Harrods. At the end of a La Prairie facial, I’d always say: ‘Shall I do your brows?’
Sherrille Riley (pictured), 41, from London was inspired to launch Nails & Brows Mayfair and Beauty Edit Mayfair after messing up her own brows at age 13
I built up a loyal following when I rented the basement at hairdresser, Hershesons. Lots of ladies from Vogue came. After ten years I was ready to start my own business. I realised brows and nails would be a good marriage. They both take about the same amount of time, but nowhere offered both.
I was going to Dubai on holiday and my mani/pedi appointment was cancelled last minute. Everywhere else was booked — even at 6pm on a Thursday. In Dubai, a concierge directed me to The Nail Spa. I was blown away by the decor and service, so opted to incorporate this luxury element into my business plan. And make sure the salon was open until 8pm.
An accountant specialising in beauty invested. It took 18 months to find a site. I would speak to estate agents on the phone, but when I visited, they’d say, ‘I don’t think our clients want a nail bar.’
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Eventually my dream site on Berkley Street came free. When I look around Mayfair, there aren’t many people my age who have a business, so I think that was part of the issue.
We have 31 staff today. I see VIP clients out of hours or at home. We see clients getting married, having babies — they are my friends
My breakthrough was creating the ‘Audrey’ brow, inspired by Audrey Hepburn. It opens and lifts the brow, which is anti-ageing, then brings it gently back down.
Too many brow pencils are brassy or have ashy undertones, so I developed my collection, Beauty Edit Mayfair, in-house. It’s stocked at SpaceNK, and includes brow highlighter (a red carpet secret).
So many women think they’ve ruined their brows. But I’m proof you can work miracles.
nailsandbrows.me
