I'm Jemma
Hey!
I'm a Salon Owner based in Stoke on Trent, Staffordshire.
I'm also a Willow E-File educator (as well as teaching my own courses) & a Permanent Jewellery trainer & supplier.
(aka an extremely busy bee)
In 2019 I opened my own salon, after 4 years of working in employed roles in salons & 5 years of renting space, it was time to create something of my own.
& of course, I had the usual feelings of...
what if it doesn't work out??
what if i can't afford the rent?!
Nothing truly great ever happens inside your comfort zone. I felt the fear—but I moved forward anyway.
Five years later, that leap has grown into a thriving salon, home to a collective of self-employed women, each building their own business under one roof.
raising standards
Lifting others,
I’ve always been passionate about helping others, it’s at the core of everything I do.
Whether it's being active in our industry Facebook groups, mentoring our team, or simply being someone people can count on, I find real purpose in making a positive impact.
I'm equally passionate about bettering our industry. I believe in raising standards, embracing new ideas, and always looking for ways to improve.
When we grow together, we create lasting change that benefits everyone.
my permanent jewellery journey
Turning a Trend into a
thriving business
I first got introduced into the world of Permanent Jewellery in 2023 on TikTok. The more I researched, the more I realised there was a clear gap in the UK market — especially within salons — and the potential was huge.
Whenever I offer a new service, I need to know it inside out. So, I immersed myself in learning everything about chain and findings production, from the different types of metals to how to effectively market the service.
I very quickly became fully booked out on my Permanent Jewellery days & had a second staff member to keep up with demand.
In 2024, I launched our Permanent Welded Jewellery Course — a project I had been meticulously developing for some time. My goal was to create a comprehensive, in-depth course that gave students all the knowledge they needed, all in one place.
Later that year, I founded Links Permanent Jewellery Supplies, which grew into a six-figure business in just nine months.
It’s clear that the demand for permanent jewellery is booming — and we’re just getting started.
