WAXIT Turning a personal need into a business opportunity

“I was looking for a combination of high-quality products, efficient service, competitive pricing and convenient bookings, all without the frustration of having to wait weeks for an appointment,” says Michelle. 

“Instead, I often found that last-minute waxing appointments were either unavailable or were provided in unsatisfactory environments where low-quality waxes were used which damaged my skin.”

Solving a challenge

Michelle found out that this was a common challenge faced by both women and men and saw an opportunity to fill this gap in the beauty market. The result was the launch of a WAXIT Wax Bar in Lonehill, north of Johannesburg in June 2015. This was followed by three more locations before Michelle launched the WAXIT franchise model in August 2019. 

Today, WAXIT operates 30 Wax Bars nationwide and it is looking to grow that number to 50 by the end of 2030. 

In addition, the company  launching its own accredited WAXIT Training Academy in Johannesburg next year. It already offers the state-of-the-art training facilities to the new and existing stores to maintain WAXIT’s high service standards and support its expansion efforts. “But from next year it won’t be just for the business,” says Michelle, “the academy will also offer the opportunity to anyone to learn a new skill and it helps to create job opportunities in South Africa.”

Sustainable growth

“WAXIT has an ambitious but sustainable growth strategy,” says Michelle. “We are currently focused on expanding our presence in the Western Cape and KwaZulu-Natal where we see significant market potential and demand for our services.”

The long-term vision includes establishing regional offices to provide local support to franchisees. “This will in enhance our operational efficiency and ensure franchisees receive the guidance and resources they need to thrive in their respective markets,” says Michelle. This vision also includes replicating the Johannesburg training academy model in the Western Cape and KwaZulu-Natal further down the line. 

“The planned sustained growth of WAXIT will not only solidify our position as a leading waxing specialist in South Africa, it will also enable us to tap into new markets and to expand our customer base,” says Michelle.

Customer-centric skills

But just how does a dissatisfied customer like Michelle turn her need into a successful business  that just happens to know how to keep customers happy? Michelle, who grew up and matriculated in Johannesburg, began her career in the retail sector and honed her customer-centric skills over two decades and across three continents.

“I started in the clothing department of a prominent South African sports store,” says Michelle. “I had a strong interest in retail and I wanted to broaden my horizons, so I relocated to the UK where I worked at Lillywhites, a top sportswear retailer based in London.” 

Over seven years, Royston climbed the ranks, starting as a Floor Manager and advancing to Store Manager, Area Manager and ultimately to Junior Operations Manager. She then moved on to retail operations for Austin Reed, a formal wear retailer on Regent Street in London. 

Back to her roots

Even though Michelle was successful in the UK, she felt a strong pull to return to her roots in South Africa which she did. In 2010, she took up a senior management role in an innovative business venture focused on the VIP corporate guest experience sector, leading projects across Africa and Australia. 

“Reflecting on my career,” says Michelle, “I can clearly see how each stage has contributed to the development of my skills and fuelled my passion for delivering exceptional customer experiences. These experiences, combined with my entrepreneurial spirit, led to the conceptualisation of WAXIT.”

Witnessing growth

For Michelle, the most rewarding aspects of her journey with WAXIT have been witnessing growth on multiple levels. “This includes the development of our people, the expansion of each franchise, the overall advancement of the business,” she says. “For example, our first franchisee  celebrated her fifth anniversary with WAXIT this year. Seeing her progress has been incredibly fulfilling.”

But Michelle says it has also been profoundly rewarding to know that WAXIT has positively impacted people’s lives, providing them with a sense of purpose. “Whether it’s through owning a franchise, working as a WAXITologist (therapist), or serving as a receptionist, people find a unique role at WAXIT that contributes to their personal and professional growth,” she says. “Our brand has become a beacon for many, offering direction and a platform to achieve their goals.”

Slow and steady growth

But there have been challenges. Michelle says that to create a successful brand worthy of franchising, she has had to overcome many financial hurdles. “The franchising route is slow in the early stages. I have chosen to invest the time, energy and capital into building a quality and sustainable business rather than just opening stores for the sake of growth.”

She believes that volume is vanity. “Our philosophy is to find the right franchisee first and only then look for the best location. I have turned down many store location opportunities over the years in favour of maintaining a slow and steady growth.”

Michelle has learned that to create support structures to back the franchisees and to constantly re-invest cashflow into the brand. “In this way I have grown the brand to the point where I can now see a return on my investment,” she says.

Prioritising people

WAXIT strives to create an environment where everyone feels included and respected. “We promote open communication and collaboration, ensuring that each team member has a voice and feels heard, says Michelle. “By building a supportive and inclusive community, we cultivate a culture that aligns with WAXIT’s core values.

“Ultimately, a strong company culture becomes a natural byproduct of prioritising people,” she says. “This people-centric approach not only enhances the employee experience but also drives WAXIT’s continued success.”