Charlotte Sims reopens Charisma Beauty Clinic in new premises within Castle Quarter Norwich on International Women’s Day – swiftly followed by the Beauty Hub, a space to support those just starting out in the beauty industry, in the old premises. Here, she explains why
Charlotte Sims is very deliberately reopening Charisma Beauty, Skincare and Laser on International Women’s Day this Sunday. Charlotte founded Charisma in 2004, aged just 17, after receiving a £1,000 start-up gift from her grandparents. Celebrating 21 years in business in 2025, Charlotte and her team have grown the business into one of Norwich’s most established independent beauty clinics, employing 10 therapists and earning a strong reputation for customer service.
In November last year, plans were announced to relocate the long-established salon from its former home at 10 Farmers Avenue, which it has outgrown. The new premises is on Timberhill, remaining within Castle Quarter, where the business has been based for the past 13 years. The new salon is a three-storey building that has undergone a full renovation, with Charlotte sharing behind the scenes progress on the salon’s Facebook page.
As a female-founded, and female-led, business, the International Women’s Day opening date was deliberate. “We could’ve moved earlier but when I was looking at dates to launch, and looked at that day, I got goosebumps. I thought, ‘that’s it, that’s what we are doing’. We don’t work Sundays, but we are working this one! It all seems perfectly aligned.”
Charlotte is a ‘big advocate’ of IWD. “Charisma has been built by myself and a group of women – all coming together and all having this vision and working towards it. It really means a lot to us to have that date as our grand opening.”
The refurbished space has been transformed into a contemporary, city-centre beauty destination, featuring six treatment rooms, including dedicated spaces for laser therapy, CACI facial treatments and body sculpting. The salon also includes three nail bars, three pedicure stations and an elevated relaxation area for clients.
Accessibility was a key consideration during the renovation, with two treatment rooms positioned at street level. All existing Charisma therapists have moved to the new premises, with the business recruiting for two additional therapists, as part of the expansion.
Charlotte said the move reflects growing demand for non-invasive beauty and skincare treatments, which have become the clinic’s specialist areas. New additions to the salon’s offering will include a Korean head spa, a deeply relaxing scalp and head rejuvenation treatment.
She says of the beauty industry: “It’s an incredible sector to be in; even through times of recession and even through Covid we always come back really strong. Covid, particularly, highlighted how important people’s well-being is. It’s not just about having your nails done or getting a back massage; it’s about how we can make someone feel, and I believe that is why our industry is growing all the time.”
As if reopening Charisma this month was not enough to be getting on with, eight days later Charlotte is launching a new beauty business, aimed at supporting others starting out in the industry. She explains: “I’m also keeping Farmers’ Avenue and turning it into a new business which is going to be called the Beauty Hub Norwich.
“It’s all about supporting the self-employed,” explains Charlotte, who knows only too well that starting out in the beauty business can be a lonely experience. “I thought ‘I’ve got this lovely salon; it would be a shame to just let it go to waste so what can I do with it?’”
The Beauty Hub has been created to help self-employed beauty professionals grow and thrive. “This really aligns with what I’m passionate about: helping people succeed in our industry and take the plunge to become self-employed, which is a big step. I’m looking forward to building the Hub and helping people build something for themselves. The Beauty Hub is very much making sure they start strong – having someone believe in them until they believe in themselves.”
The Beauty Hub has attracted interest from “gorgeous ladies”, says Charlotte, from teenagers to 50-somethings. She doesn’t see Charisma and Beauty Hub as being in competition with one another: “There is more than enough business in Norwich to go round. It’s about supporting each other.”
What would her message be to anyone starting out in the beauty profession? Have a clear goal and map your journey of how you’re going to get there. Follow the process and believe in yourself. That’s what the Beauty Hub is about – it’s giving everybody with that vision the opportunity to grow their own business like I did.”
Charisma (14 Timberhill, Norwich) reopens on International Women’s Day (Sunday March 8 2026) and Beauty Hub Norwich (10 Farmers Avenue, Norwich) launches on Monday March 16 2026. Both premises are part of Castle Quarter Norwich.
Featured image of Charlotte Sims – supplied
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