A Stroud beauty salon is celebrating a remarkable milestone after 40 years in business.
Just Beauty owner Jayne Astbury is marking four decades of serving clients in the town, having opened her first treatment room in Gloucester Street in 1986.
Reflecting on the anniversary, Jayne said the years have “gone by so very quickly”, although the beauty industry has transformed dramatically since she first qualified from Gloucestershire College in the early 1980s.
“I thought I knew all there was to know, but I learned very quickly that you have to keep your skills moving forward,” she said.
When Just Beauty first opened, Madonna was topping the charts with True Blue, Jason Donovan and Kylie Minogue were household names, and Stroud town centre looked very different.
“I remember regularly visiting Peter James Lighting because I always needed light bulbs and starter motors, and popping into Woolworths for everyday bits and bobs. The town wasn’t pedestrianised then, so it seemed much busier,” she recalled.
Starting with a small treatment room in Gloucester Street, Jayne initially offered traditional beauty treatments including waxing, electrolysis, facials, massage and Slendertone body toning.
As the industry evolved, so did the business. Jayne trained in aromatherapy and pregnancy massage before embracing advanced skincare technologies and treatments.
“I’ve always loved the technical side of the industry,” she said. “I was always looking for ways to offer more advanced skin and body care.”
Over the years, Just Beauty introduced non-surgical facial treatments, body wraps, microdermabrasion, nail extensions, CACI treatments and laser hair removal, continually adapting to changing client needs and emerging technologies.
The salon’s success led to a move in the early 1990s to larger premises at 1 Lansdown, above So & Sew, where it remained for more than 30 years.
“We had lots of space and lovely views, but no central heating when we first moved in,” Jayne laughed. “We relied on electric heaters and mobile gas fires. It could be very cold.”
As the business grew, Jayne employed staff and became involved in apprenticeship schemes, helping to train the next generation of beauty therapists.
“I’ve been blessed to work with some amazing girls over the years, and it’s lovely when I bump into them years later.”
One of the biggest changes she has witnessed has been the rise of social media and online marketing, although she believes personal service remains the key to success.
“Seeing people face-to-face and offering that personal touch is something you can’t get through social media,” she said. “Word of mouth and personal recommendations are what have kept the salon moving forward all these years.”
Like many businesses, Just Beauty faced significant challenges during the Covid-19 pandemic. The experience prompted Jayne to reassess the business and focus on achieving a better work-life balance.
“When we reopened, everything felt different. I had changed too. I wanted less to worry about and more time at home.”
In October 2023, Just Beauty entered a new chapter by relocating to Palace Chambers on London Road. The move brought the salon to street level for the first time and introduced a modern online booking system, with around 75 per cent of appointments now made digitally.
While some treatments have been retired, Jayne continues to invest in new skills and services, including microneedling, advanced skincare, professional-strength peels, LED light therapy and the latest CACI technologies.
Despite all the changes, she says massage and holistic treatments remain at the heart of the business.
“Stroud has been very good to me,” she said. “I have a loyal client base who must love what we do because they keep coming back, and we’ve welcomed lots of new clients since moving. I have a huge amount to thank Stroud and its community for.”
To mark the anniversary, Just Beauty will host a series of celebrations during July, including an open hour with refreshments on July 1 and demonstration sessions showcasing CACI, Dermalogica and nano-needling treatments.
Looking ahead, Jayne has no plans to slow down just yet.
“As for the future? I’ll keep doing what I’m doing until there comes a point when I either can’t work or have had enough. One thing’s for sure – I still love what I do.”
40th Anniversary Events
Tuesday, July 1
Open Hour, 12.30pm–1.30pm
Visitors are invited to drop in for a glass of fizz and light refreshments.
Saturday, July 4
11am – CACI demonstration
1pm – Dermalogica and Nano Needling demonstration
Guests can also meet Jasmine from Lawrie Aesthetics during the 1pm session.
Places for demonstrations are limited and booking is recommended.
Just Beauty
Palace Chambers
41 London Road
Stroud GL5 2AJ
Telephone: 01453 750475
