About

Hey, I'm Jemma!

I'm a new mum & salon owner based in Stoke on Trent, Staffordshire. I've been an educator in the nail and beauty industry for 5 years, teaching for other brands & also my own courses.

I'm also a Permanent Jewellery artist, trainer & supplier.

The Salon

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 & I moved forward anyway. 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.

The Academy

1 year later from opening my salon, I qualified as an educator and opened the academy.

I taught in-person classes, for the E-File brand Willow and would sometimes teach full double classes of 16 students a day.

I then began writing my own courses, designed specifically to give students the flexibility of online learning without losing the structure, depth, or support of in-person education.

Every course was built to be practical, confidence-building, and fully supported, so students never feel like they’re learning alone.

MY JOURNEY INTO

Permanent Jewellery

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.

Three years on, alongside welding jewellery for our own salon clients, I’ve taken Links to some of the biggest events in the nail and beauty industry, including Niche Nail Network and Nail Order.
I’ve also hosted pop-ups at festivals and large-scale events, working in environments with tens of thousands of people in attendance.

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 after feeling uninspired by what was currently available to permanent jewellery artists in the UK.
As the industry grew at an incredible pace, it became clear there was a gap for more unique, on-trend chains and charms. The kind of styles I’d seen artists working with in the US but struggled to source here in the UK.
What started as a solution to my own frustration quickly grew into a six-figure business within just nine months. The demand for permanent jewellery is clearly booming... and we’re still only just getting started!

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& then everything changed...

In January 2025, I had my beautiful daughter Isabelle. As I returned to work, running in-person courses became increasingly difficult. From finding enough dates, to managing long training days, and balancing everything around childcare just wasn’t sustainable.

That’s when I made the decision to take my education fully online. Not only did it give me the flexibility I needed as a mum, but it also opened the door for so many others — parents, career-changers, busy professionals, and anyone who needed training that could fit around real life.

That real-life understanding is exactly why our courses work. They’re built to support you properly, without pressure, and in a way that genuinely fits around your life.

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