Go Your Own WayThe Carrick Times, in conjunction with Carrickfergus Enterprise, showcases new business start-ups in the borough

NAME: Jennifer Ireland

BUSINESS: Jennifer Ireland Make-up Artistry

What is your business?

As a professional freelance make-up artist I offer a variety of make-up services ranging from bridal make-up and private make-up lessons to editorial photo-shoots. I use the highest quality of products and tools, and pride myself in my artistic background as the basis for my work. Every application from bridal to high fashion catwalk is given the same attention to detail and I strive to ensure my clients feel totally pampered. Make-up artistry is a delicate balance of a variety of factors, all of which have one common aim; to create something spectacular

Tell us a little about yourself and how you ended up doing what you are doing now?

I have always been a very visual person. The subjects I enjoyed most at school were art and photography and I went on to university to study a degree in Fine and Applied Art. I liked to draw, play with colour and experiment with pattern. My art explored the aesthetic and toyed with human perception. Upon finishing my degree I merged my love of make-up (which at the time was just a hobby) with my love of art and studied to become a make-up artist.

The majority of my work would be private client bookings; applications for special occasions, make-up lessons, bridal make-up, etc. To be invited into somebody’s home on the morning of their wedding and be part of the magic is just wonderful, such a satisfying part of my job. But my career highlight so far is working alongside London-based make-up artist Jo Adams at the MTA EMAs in Belfast last November, it was amazing! Such a fantastic opportunity for a Northern Ireland-based make-up artist, and we attended the official after show party in the Europa which was a great perk of the job!

Did you always want to run your own enterprise?

Throughout school and university I wasn’t sure of what I wanted to do for a career, but I had always imagined that I would eventually be my own boss! Life is too short to be unhappy so at school I chose subjects that I enjoyed doing, and likewise at university I took pleasure in the experimentation of my art and what it produced. If you are passionate about what you do then it will undoubtedly be achieved to an extremely high standard. I knew when I set up my business that it was going to be hard work and tough at times but it makes me happy, and I hope that is reflected onto my clients.

What skills/qualifications do you require for the role?

Skills and qualifications would include experience, a natural artistic flare, good communication and punctuality, amongst other things such as an understanding of client concerns, interpersonal skills, excellent hygiene standards and confidence in what you are doing. A make-up artist must also be able to open their mind to new ideas and new technologies, and be willing to constantly learn. I learn something new from every job, and from other make-up artists’ opinions. There are certain ‘dos and don’ts’ with make-up but the rest is down to individual opinion and reflecting your personality.

Has your business been affected by the current recession?

I started my business during a recession and have seen a continual increase of sales since opening. With regards to the type of work there has been a shift in pattern. There isn’t a huge fashion industry in Northern Ireland compared to mainland UK or Ireland, and when those few magazines and designers, etc. do not make their sales then unfortunately they have to cut budgets. I do still get fashion-based work – I have worked on the last three editorial shoots for Ireland’s Wedding Journal – but it has slackened which is unfortunate. On the other hand, my private client bookings are booming, especially weddings; no matter how tough times are couples will save that extra bit harder to have the day they always dreamed about.

What were the biggest challenges you faced when setting up and what support did you get?

Knowing where to invest my money with regards to advertising etc. was tough to figure out at the beginning, but after having done the ‘Go For It’ course at Carrickfergus Enterprise I now realise that for my business the best form of advertising is through word of mouth and recommendation. I do quite a lot of work for free; photo-shoots to build my portfolio, assisting on shoots or fashion shows etc. and in return I gain experience and have built relationships with others in the industry who can help point you in the right direction or recommend you for jobs they may be working on; some of my best jobs have come through meeting a photographer or hairstylist on a Sunday afternoon portfolio shoot.

What three tips could you offer those considering starting their own business?

When starting your own business you must have confidence in the service/product you are offering, yes certainly you may be nervous and I would still get a bit nervous on some jobs but believe in what you are doing. Grab every opportunity that arises; I worked all hours and days of the week for the first year (and would still do now some weeks!) to get my name out; you just never know who you could meet and what could come out of it. And lastly, do your market research. Having done the Go For It course I now know my target audience, how to maximise the impact of my advertising and how to stand out from the crowd, amongst other things such as good book-keeping etc.

What are your plans for the next 12 months?

I hope to build on my reputation; it’s very important in my industry that clients are 150% happy with my products, skill and professionalism as I need good word of mouth to continue to grow my business. I introduced airbrush make-up into my kit last year and hope to really push it this year; it has really taken off with make-up artists behind the scenes in studios and on set with the introduction of HD TV and film. I would also like to train in make-up and special effects for TV and film as the filming industry is really beginning to grow in Northern Ireland.

What do you get up to in your free time?

The nature of my work requires me to work in the evenings and at the weekends so when I get time off it’s really important to me to see friends and spend quality time with my family. I’ve started attending Bikram Yoga with my girlfriends and it’s amazing for relaxing and keeping fit – plus we get a good gossip and catch up after class! Other than that I like to spend time reading fashion magazines and keeping up to date with current trends, and of course shopping! With the addition of Victoria Square to Belfast there are now so many make-up counters to prowl.

If you could swap places with anyone who would it be and why?

Jessie J’s make-up artist, without a doubt! Or maybe Lady Gaga’s...I’d be kept busy but I can’t even begin to imagine the fun I’d have.