Beauty entrepreneur plots further overseas expansion

A MIDLAND entrepreneur is preparing for further overseas expansion after the successful launch of her latest beauty salon outlet in Taiwan.

Deborah Mitchell, who owns the Heaven beauty salon in Shifnal, will open a new outlet in Hong Kong this month and New York in September. She already has outlets in Dubai and South Africa, while she has agreements to open further salons in Korea and China.

Ms Mitchell, who lives in the Staffordshire village of Oaken, has also created her own range of products, including the Bee Venom Mask, which is a considered a natural alternative to Botox and which has been used by the likes of X Factor judge Dannii Minogue and the Duchess of Cornwall.

She travelled to Taipei for the Taiwanese launch and said she had high hopes for its success following a positive response from the island’s population.

“It was such a fantastic experience, I felt like a film star for the whole trip. I was met at the airport by TV reporters, and was given star treatment wherever I went,” she said.

“I was thrilled to sign a deal whilst I was over there which will secure further outlets in China and Korea. I launch in Hong Kong at the end of June, and then fly to New York in September, to open the first store in the US – it’s a terrifically exciting time for Heaven right now.”

Ms Mitchell is also planning visits to Singapore and Macau this summer, to discuss plans for more store openings.

In addition to her business empire, she was also involved in the preparations for the recent Royal Wedding. She spent three days at St James’s Palace giving treatments, and helping guests get ready, including Camilla, the Duchess of Cornwall.

She has also achieved success in this year’s Global Business Awards, where her Heaven branded products were recognised in the outstanding niche beauty brand category.