Heidi Nowitzke says she’s a “winter,” meaning she looks best in cool, bright, vivid and icy colors with high contrast. Once she learned about her palette after a color analysis with a House of Colour franchisee in Minneapolis, there was no going back.
“Watching her process, I could feel my eyes opening to a really cool experience,” said Nowitzke, one that “changed my whole outlook on style and confidence.” She was also hooked on the business model and is one of more than 120 franchisees growing House of Colour in the United States.
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Founded by image consultant Carolyn Miller in 1985, London-based House of Colour draws on color theories developed by 20th century the Swiss artist Johannes Itten to offer personal stylist and clothing and makeup color analysis services. The company entered the U.S. market 10 years ago, but it wasn’t until 2019 that it began focusing on development in the country.
Like Nowitzke, most franchisees create an in-home studio for consultations, which helps keep the investment cost low, between $21,845 and $36,750. Style services can also be provided via virtual appointments, something Nowitzke said has proved popular since she launched her House of Colour franchise in Wausau, Wisconsin, just as COVID-19 hit the U.S. in March 2020.
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Those style services, she explained “analyze a person’s body architecture and proportion” to help a client select clothing that naturally looks best on them. Color consultations, meanwhile, “analyze their undertone and find a color palette that harmonizes with them.” Clients are mainly women, from business professionals to new moms, said Nowitzke, “but this past week I had a group of 70-year-old women come in,” and men, particularly those in executive and sales roles, are also part of her expanding customer base.
“Color really affects our interpretation of people,” she noted. “It’s really for all walks of life.”
Introducing a new concept to her central Wisconsin territory—Nowitzke is the only franchisee in the state—has come with its challenges, but she said developing great reviews and creating a portfolio of before-and-after photos, plus cultivating a community on Instagram and Facebook, is paying off. Nothing, however, sells House of Colour’s services like the experience itself, and Nowitzke said word-of-mouth marketing has been huge.
“It’s an instantaneous change. All you have to do is put one color drape over them and you see the difference,” she said of clients’ reactions.
Nowitzke’s business has “totally boomed” and she left her full-time job as a speech-language pathologist last summer to focus on House of Colour, even purchasing an additional territory. Her color analysis services start at $215 for a three-hour appointment that includes clothing and makeup consultation—House of Colour has its own makeup line—and “the demand is definitely there to work it every day,” she said.
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Most House of Colour franchisees in the U.S. operate their business full time, said U.S. Managing Director Kimberly Mayhew, a difference from those in the United Kingdom who she said use it as part-time, supplemental income. Top consultants in the U.S. make more than $300,000 per year, she said.
Mayhew, whose background in the beauty industry includes stints at cosmetics companies Avon and Clarins, along with salon suite brand Salon Lofts, joined House of Colour in July 2021. The brand had been growing organically, and Mayhew has since built out a franchise sales team, hired a training director and opened a training center in Kansas City, Kansas.
“The science and the training,” said Mayhew, is what sets House of Colour apart from other personal stylist services, and the franchisor provides ongoing education and resources such as seasonal style updates and trend forecasts to help franchisees maintain existing clients and attract new ones.
She has a goal to train 12 new franchisees every month as the franchisor ramps up in the U.S.
For Nowitzke, House of Colour “has taken me on a ride that I didn’t expect,” she said, with more growth expected. “Once people have a taste of our services, they want it all.”
Source: https://t-tees.com
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