Sisters Salon, Chelsea, London
Ashley Graham & Emma Graham, Owners, Sisters Salon (Chelsea, London)
How a luxury Chelsea salon went from zero digital presence to fully booked, Page 1 rankings, and 10+ chairs in under three years.
The Client
Sisters Salon is a luxury hair and beauty destination nestled in the heart of Sloane Square, Chelsea, founded in early 2022 by Irish sisters Emma and Ashley Graham. With a combined 20 years of industry experience, Emma and Ashley set out to create a space where sophistication meets warmth — offering high-end services including seamless hair extensions, bespoke colour, and signature brow sculpting and microblading treatments.
Their expertise in hair and beauty was unquestionable. Their digital presence, when we started, was non-existent.
The Challenge
When Sisters Salon launched in 2022, Emma and Ashley had everything a great salon needs — talent, vision, and a beautifully curated space. What they didn't have was a digital marketing strategy, an online presence, or a way to reach the clients who would love what they do.
With no website, no search visibility, no social advertising, and no CRM in place, the business was entirely reliant on word of mouth at a time when it needed to build a client base from scratch and fill two chairs consistently enough to grow.
The Approach
I came on board at launch and built their entire digital marketing function from the ground up. The work spanned seven core areas:
Website Development — Designed and built the salon's initial website, creating a strong digital foundation that reflected the Sisters brand and was optimised for search and conversion from day one.
SEO — Developed and implemented a full SEO strategy targeting high-intent local search terms relevant to their services and location in Chelsea.
Paid Social Advertising — Built and managed Meta advertising campaigns designed to drive direct bookings, targeting the right audiences in and around Chelsea and greater London.
Paid Search Advertising — Ran Google Ads campaigns to capture high-intent search traffic from people actively looking for the services Sisters specialise in.
Influencer Marketing — Identified and managed partnerships with relevant influencers to build brand awareness and social proof in the early stages of the salon's growth.
Booking Platform Integration — Set up and integrated their booking platform to ensure a seamless experience from ad click to confirmed appointment.
CRM & Email Marketing — Built out their client management system and email marketing programme to drive repeat bookings and keep clients engaged between visits.
The Results
The impact was immediate and sustained across every channel:
From day one — Paid advertising began driving bookings immediately, delivering confirmed client appointments at under £1 per booking through paid social.
Within two weeks — Influencer campaigns and email marketing were generating measurable engagement and new client enquiries.
Within one month — SEO activity began delivering Page 1 Google rankings for high-value search terms including 'hair salon Chelsea London' and 'microblading Chelsea London' — positions the salon holds to this day.
Over time — Direct bookings increased by over 70%, reducing reliance on third-party platforms and giving Emma and Ashley full ownership of their client relationships.
The bigger picture — The sustained growth in demand generated by digital marketing directly enabled Sisters Salon to scale from 2 chairs to 10+, transforming the business from a two-person launch into one of Chelsea's most sought-after salon destinations.
What's Next
With the core business now thriving, we're currently working together on the launch of a Sisters e-commerce offering — bringing their hair extensions business online and opening up a significant new revenue channel beyond the salon floor.
Interested in similar results for your salon?
Get in touch: mark@markmcmanus.co.uk