Charlotte Sims is the owner of the award-winning Charisma beauty clinic in Norwich city centre – which is celebrating 21 years in business and is expanding and moving to premises. Here, Charlotte explains how it all began with a gift from her grandparents – and why a Charity Ball next month will be in their memory
Charisma Beauty, Skincare and Laser clinic was founded by Charlotte Sims in 2004, at the age of 17 -thanks to a £1,000 gift from her grandparents. That kind kick-start investment made her salon vision a reality and now, 21 years on, Charlotte employs a team of 10 therapists with Charisma having earned a first-class reputation for excellent customer service. In her grandparents’ memory, and to acknowledge this support, Charlotte’s planning a charity ball in November, raising money for Big C and Little Lifts.
The salon has been based at 10 Farmers Avenue, which is part of Castle Quarter. However, having outgrown the premises, earlier this year Charlotte set her sights on expansion and has found a new space, just around the corner.
While an opening date is yet to be revealed, its new, bigger home will be at 14 Timberhill, also part of Castle Quarter. Charlotte is one of the centre’s longest-standing independent tenants.
Last week, building work got underway to renovate and transform the new salon space. All current members of staff are making the move to the new premises, with two new jobs also being created. Charlotte is a 4-day week employer, something that is very unusual in the beauty sector.
The expansion has been driven by a rise in demand for non-invasive beauty and skincare treatments, something Charisma specialises in. Evolving from a traditional beauty salon offering manicures, facials, and massages, which are still available, to a clinic that offers the very latest new non-invasive treatments, Charismas has become a go-to in the city centre for laser hair removal, body sculpting and non-surgical facelifts. Owner Charlotte says it was this surge in popularity for non-invasive skin and body enhancing treatments that led her to look for larger premises.
“Our plans for the new salon include six rooms, with a dedicated treatment space for laser therapy, another for CACI facial treatments and a third room for body sculpting procedures, “explains Charlotte. “We will also have three nail bars, three pedicure stations, and an elevated customer relaxation area. A new treatment will also be added; a Korean head spa which is a deeply relaxing massage, focussing on the rejuvenation of the head and scalp.”
It was important to Charlotte that her salon’s treatments should be accessible to all and insisted that two of the new treatment rooms at Timberhill should be accessible from street level.
Once Charisma at Timberhill is ready to open, Charlotte will announce exciting plans for the original Farmers Avenue premises, which she is keeping on. Whilst Charlotte is not giving everything away right now, she says her new venture is aimed at supporting others just starting out in the beauty industry.
“What a way to celebrate 21 years in business,” continues Charlotte. “We’re so excited to be opening another beautiful city-centre space, a calming place where customers can completely relax and feel revived. And I’m really pleased to be continuing our journey at Castle Quarter; they’ve been so supportive throughout our 13 years together and have helped us grow. I wanted to expand the business but also to stay within the centre and this space at 14 Timberhill is perfect for us as we head into our next chapter. Our launch date will be revealed to customers over the coming weeks. Watch this space!”
Gemma Hyde, marketing and administration manager at Castle Quarter adds; “Charisma is one of our longest standing independent tenants. Charlotte and the whole team are brilliant. As soon as you step into the salon, they instantly give you the VIP treatment. I wish them all the success with this exciting new move, providing professional beauty and skincare treatments to people in the heart of Norwich.”
Charisma at Farmers Avenue, Norwich, remains open for appointments. Book online at charismanorwich.co.uk. Follow Charisma on Instagram to find out when the new premises at 14 Timberhill will be open. Celebrating 21 years, Charisma will host a Charity Ball at the Oaklands Hotel, Norwich on Saturday 1 November, 2025, fundraising for two local charities – Little Lifts and Big C – in memory of her grandparents. Tickets are £40 and available from Charisma Beauty & Skincare Vouchers.
Featured images supplied by Plain Speaking PR
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