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About Us

Established in 2007, The Norwich School of Beauty offers a range of intensive, professional hair, beauty, makeup, nails and lashes courses with fully accredited qualifications. Once you have enrolled on one of our courses, you will always be classed as part of the school.

We are a small, independent school conveniently based down Roundtree Way in Norwich which we moved into in September 2019. Our specialist tutors teach the latest techniques, practices and theories from our fully-equipped classrooms.

Our school principal Sam, takes great pride in offering the highest quality training and the best qualifications within the industry. We want you to gain the most while learning with us.

In a fast-paced, ever-changing industry we’re always keeping up. Our tutors are fully qualified, passionate professionals who work within the industry. Up to date with the most advanced techniques, they’ll share a wealth of experience and knowledge with you. They develop minds and talents in a nurturing, engaging way, helping you achieve your full potential.

While you study with us, we’ll put you in touch with our existing network and share industry contacts freely. So when you leave you’ll have an address book full of useful names to help you launch your own career.

Take a tour with Sam, our School Principal...

Who's Who at The Norwich School of Beauty

Sam Cummings - School Principal

Sam started the school 11 years ago, having just finished her second year in a leisure and events management degree. Sam realised that as a single parent of 2 girls that were under the age of 4, it wasn’t going to be viable to become a wedding planner (Sam's original plan) as it would have been mainly weekends and through the summer.

Sam's mum, Jackie Hamilton had started a massage school a few years previously and came up with the idea of a beauty school. Sam took the idea and went for it! Sam said "In my final year I was writing my dissertation on ‘Entrepreneurship – nurture V’s Nature’ and had my first 6 make up students going through their theory and practical exams - all at the same time!"

Since starting the school, it has grown and changed dramatically. The courses on offer grow each year as Sam says " I like to have a new challenge!" Sam left home at 15 years old and moved from Essex to Norwich, leaving her unfortunately unable to take her GCSE’s. Sam went straight into an apprenticeship for hairdressing at Norwich City College as ironically, they had no spaces left on the beauty therapy course, which is what she wanted to do at that time. When Sam finished her apprenticeship, she travelled the world learning new skills whilst cutting hair for extra money!

Sam loves the outcome students have after they've finished courses. She adds "There are so many success stories that it would take me an age to write them all ! One that springs to mind is Eve who started her journey with the school back in 2009, she started by learning manicure and pedicure and got hooked! She completed her Beauty Diploma with us and started her own business from home, and now runs a very successful business." https://www.facebook.com/perfectlypolishedbyeve/

Sam never stops learning herself and recently started a 10 week art course with Art Academy East where she is learning to work with different painting mediums such as oil and watercolour. She added "I’m not very good at it but I’m enjoying it!"

Sam has a wealth of hidden talents and actually has a RYA Yacht masters and used to be first mate on 80 foot sailing yachts in the Med! As Sam has proved herself...."Dream Big. You can achieve anything if you work hard enough."

Sarah Daniels - Hairdressing and Barbering Tutor

Sarah is the tutor for Level 2 and Level 3 hairdressing, Level 2 barbering and short courses.
Sarah has a wealth of experience and qualifications with a natural gift for teaching After starting out as a Saturday girl at age 14 in a salon in Norwich shampooing & making tea and coffee, Sarah went on to train at college at 16 and gained her level 2 and 3 hairdressing qualiifcations.

Sarah started shadow teaching when she was 21 and has never looked back. Sarah has been teaching for over 10 years and has worked in both private and Further Education teaching all aspects of hairdressing. Sarah in a previous role progressed to being a course director for 4 years where she was in charge of the delivery and running of both Level 2 and Level 3 course.

Sarah's extensive qualifications include Level 2 & Level3 in hairdressing, Level 4 colour technician, Martix colour master, A1 assessors qualification, PTLLS, CTLLS & DTLLS. IQA qualification!

I have numerous students who have gone on to be very successful hair stylists and have their own salons including working in London salons, stage work and winning awards. One notable student won apprenticeship of the year at the college I taught at. Best of all I have had the pleasure of working with 2 ex-students that have been shadowing me as a teacher. I am currently working with one helping her to gain her assessors award.

Outside of work, Sarah works in the industry as a mobile hairdresser in-between teaching and looking after her little girl who is 3. Sarah tells us she enjoys spending any spare time she has with friends and family, walking our dog, going to the gym and running! Sarah in fact ran the run London marathon in April 2019. Sarah hadn’t done any running until the start of 2018 and started on the couch to 5k! Sarah single handedly raised over £2500 for Children with Cancer charity. Sarah is running the Mammoth Marathon in May 2020 for Break Charity helping vulnerable young children and it's Norfolk’s first full road race marathon since 1990. You can sponsor her here! https://www.justgiving.com/fundraising/sarah-daniels2020

Sarah's favourite moto and advice to students is.. "You never fail until you stop trying" & "No question is a silly question!"

Wendy Hook - Level 2 Beauty Diploma Tutor

Wendy teaches our Level 2 Beauty Diploma which includes manicure, pedicure, make up, facials, lash and brow tinting, eyebrow shaping and waxing and Level 3 Spa which includes massage, exfoliation, body wraps and manual tanning. Wendy has been teaching for ten years but still works as a beauty therapist doing treatments for pamper companies and has her own client base.

Wendy is an experienced therapist and decided train to teach so she could share her knowledge and passion of the beauty industry with others. Wendy has previously worked for Steiner Transocean Ltd working on a cruise ship sailing around the Caribbean as a spa therapist then for Clarins, one of the most respected skincare brands in the industry. Wendy has also worked in managerial roles for Aveda and Decleor.

In her free time, Wendy loves eating out and working out - a well balanced lifestyle!
Wendy added, the best advice to students who go on to train is to work just as hard outside of the classroom and practice case studies which make a huge difference from being a good therapist to being a fantastic one!

Kelly Coles - Level 2 Makeup Tutor

Kelly teaches Level 2 Make up and assists in the Level 3 Fashion & Photographic makeup course.

Kelly has worked for the Norwich School of Beauty for nearly 3 years but also alongside her husband runs an internet retail business in Marsham as well as doing wedding, occasion and prom make ups.

Back in 2015, Kelly was a stay at home mum after being made redundant from an executive position at a large telecoms company. Kelly wanted to take control of her own future and learn something new. Kelly had always had a great passion for all things make up, constantly watching you tube tutorials and trying to teach herself various techniques and started looking for career opportunities. Kelly said "I looked online and the first and only website I looked at was the Norwich School of Beauty. I made the call that day and signed up for the Level 2 make up course. Before even starting the course I knew I was going to really enjoy it and half way through my level 2, I signed up for the fashion and photographic course.

On completing the courses I worked on several photo shoots and was able to be part of Norwich fashion week. Working with brides on their wedding day to get them ready and completing make up has been a highlight for me. "

Kelly then was given the opportunity at the school to become a tutoring assistant. Kelly said "I was thrilled, I was able to continue to learn from more experienced members of the team but also knew I could help the students as I had been in their exact position as a student myself. Then to be asked to complete a teacher training course and become a tutor for Level 2 make up was the icing on the cake."

Kelly said its fabulous to see many students that she has taught have gone on to have their own successful make up business working on photo shoots and having their work published in magazines.

Kelly loves spending time with her family, taking her dog for walks in the woods or on the beach. Kelly also added she loves a bit of retail therapy and although I don't really have the opportunity these days I still love to dance as I used to be a Latin and Ballroom dance teacher! Kelly added to anyone considering training to 'Be the best version of you!'

Level 3 Spa Student

Susan Rose - Beauty Therapy Course Assistant

Susan assists in Beauty Therapy classes at The Norwich School of Beauty.

Susan, when she's not assisting, runs her own business called Beauty By Susan Rose. Susan runs her business from a salon room in the centre of Norwich with an established client base but also work with organisations that help women and the elderly.

Susan previously worked in catering and wanted a change and a new challenge and joined the Norwich School of Beauty and qualified as a beautician in level 2 and 3.

Susan loves to embrace life and finds people-watching fascinating! Susan once auditioned to be in the Da Vinci code and has a degree in drama!

Susan's outlook on life is "all things are possible".

Louise Smith - Lashes Tutor

Louise has been teaching the eyelash extensions and spray tanning courses at the school for the last few years. Louise also works as a part-time self-employed beauty therapist when she's not teaching or being mum!
Louise qualified as a beauty therapist in 1998 and went on to work in salons around Norwich before going self employed in 2008.

Louise first started as a mobile therpist and then onto solid ground and worked from a room 2 days a week. Louise also worked one day a week for photographers doing make-up before going full time in Norwich in 2013 running a very successful business.

Louise holds NVQ level 1,2 &3 in Beauty Therapy and the CIDESCO international beauty qualification.

Louise loves to dance and has competed in a dance competition in Japan and came 2nd!

Louise's always says to students, "if at first you don’t succeed try try again!" as no-one ever 'masters' lash application the very first time they try!!

Sydney Purl - Amazing Administrator and Lash Assistant

Sydney works in the school office so will have probably spoken to every student at some point! Sydney also assists on the Individual Eyelash Extensions course.

As an ex-student herself starting lashes in 2016, Sydney joined the team in April 2019.

Sydney tells us "I have always loved makeup and around 2 years ago decided that I wanted to gain a qualification and start doing it on other people in real life. Around 1 year ago I started posting creative makeup looks on social media and really feel that I have achieved a lot over the last year and improved my skills. I am now on the Advanced Nail Technician course and hope to transfer my creative skills to this. I would love to eventually be able to do crazy nail art so that's my goal for 2020!"

Prior to that Sydney achieved a 2:1 degree in Law! "I really didn't enjoy it and knew it wasn't what I wanted to do for the rest of my life but I stuck it out and got it finished. I have since pursued a career in beauty and have studied eyelash extensions, makeup, manicure & pedicure at the school and I am now doing the Advanced Nail Tech course! I am a true believer in doing what you love!"

Outside of work Sydney said she spends most of her time with her fur-baby 'Teddy' who is a chihuahua and also her family and friends. Sydney is Disney obsessed and visits Disney World every year!

Sydney offers her advice to anyone thinking of a course. "I would definitely recommend anyone to take a leap of faith! The more time you spend worrying about something or putting something off then the longer it is until you reach your goal. You just have to go for it :-)"

Katie Liddiment - Nail Tech Course Assistant

Katie is currently the assistant on the Level 3 nail technician course and assists where required in waxing, facials and manciure/pedicure lessons. Katie tells us she just loves learning so much and any chance she gets to learn something new she'll always say yes!

Katies says "I currently work for Bannatyne Norwich as a spa therapist, my dream job. I would love to work for myself one day but I do believe in industry experience and the fact that just because I have the qualifications doesn’t make me a therapist. This is something I have to earn and put the hours in so thats what I’m doing! I'm learning so much on the job from all the amazing and talented therapists I work along side.

I was in retail before this. I was a manager for a large DIY chain and I worked long hours. I worked for them from April 2001 when I was just 18 years old and I left them when I had my little girl in 2016, so a very long time. I learnt people skills working in this role which I believe is a massive part of being a therapist.

I was still breastfeeding when I started at the school. I started with makeup as I wanted to test myself with a short course, I hadn’t been in this environment since high school so how was I going to adapt to learning again? Did my brain still work the same way? Was I cut out for it? I had so many questions but every single person at the school is there for you and supports you and from that moment on I was hooked. I signed up for the full Level 2 diploma, then Level 3 followed by Indian head massage. I loved every second of it and I plan to do more, lots more!

I love hearing everybody’s stories about how they started out and why they chose beauty, I find it all so interesting and also what they plan to do once they qualify.

Outside of work my Daughter Minnie, who is nearly 4 is my main focus. I love taking her out. We go walking, swimming, puddle splashing, dancing and just have fun. Every second I’m not working is spent making her happy.

I’m Disney mad and always have been, my parents are too so that's where it comes from! I spent 3 weeks every summer in Florida from the age of 6 so it holds many happy memories for me and my family and will always be a very special place. Walt Disney is a hero of mine. He was a dreamer, a bit like me. He believed that the impossible was possible and I’ve lived by many of his quotes over the years but my favourite has to be… “All our dreams can come true, if we have the courage to pursue them”.


Ellie King - Level 2 Hairdressing and Barbering Course Assistant

Ellie assists on the Level 2 hairdressing and barbering course. Ellie has worked at the Norwich school of beauty now for just over a year.

Ellie is a self employed hairdresser in a salon in Norwich 3 days a week. After qualifying as a hairdresser in 2012 with Sarah, who is the tutor on the Level 2 Hairdressing course, she became self-employed in 2015 and decided to go in to teaching a few years after.

Ellie has many qualifications up her sleeve such Level 2 VRQ and level 2 NVQ and level 2 NVQ in barbering. Ellie is now working towards her Assessors award.

Ellie tells us she enjoys spending time outside of work with my friends and family and going on holiday is probably her favourite thingand exploring the world! Ellie said "I think my favourite motto is ‘The best time for new beginnings is now.’

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