An interview with Sara Cheeney
As an award-winning aesthetic and dermatology nurse prescriber, Sara Cheeney is renowned for her expertise in injectable treatments and skin health. A business owner, nurse, aesthetician and clinic coach, Sara Cheeney shares her secrets to embracing the ageing process and being a busy working mum.
Sara began her nursing career in 2000, before establishing her clinic Pure Perfection in 2008 to help others suffering from skin concerns as she has done throughout her life. Using only scientifically-proven products and treatments, Sara prides herself on her extensive knowledge of ageing concerns and skin conditions, offering a wide selection of state-of-the-art technologies to treat them effectively.
As a breast cancer survivor, having gone through a double mastectomy and medically-induced menopause in 2016, Sara has a particular passion for helping women going through similar challenging times in their life. She understands the physical and emotional changes that occur and has specific support mechanisms in place to guide them considerately through the process.
Sara chats beauty
How are you finding the ageing process?
Owning a Skin Clinic, it’s important I look my best and inspire others. Since turning 40 in the last couple of years, I’m embracing the ageing process and feel better than I did in my 20’s. It hasn’t been easy to feel feminine and sexy over recent years as I had breast cancer at the age of 34, which resulted in me losing my hair, breasts, periods and pretty much putting me into a false menopause. It was tough. It took me a few years to get my bounce back and start loving me and just as I was getting there I found myself coming out of an abusive relationship that shattered my confidence even more. But I’m still standing strong, now more confident than ever, embracing my 40’s, owning it and living my best life!
As the face of Pure Perfection Clinic, how do you keep looking so youthful and glowing?
It’s not easy. I have to work at it both mentally & physically. Over recent years it’s been difficult to keep a healthy weight and shape and I had given up on my body. It wasn’t until I saw a photo of myself, I thought something has got to change. I did a Fagron Nutrigen DNA test to find out what foods are best suited to me and whether I have any allergies which gave me a full DNA Nutrition profile. I then used Uni Nutrition to coach me into the best diet to suit my body which was KETO. My coach Sascha really helped me put my food planning and mindset into the right pattern. We offer a great weight loss programme at Pure Perfection Clinic to help patients struggling with weight gain and to improve their health and wellness and have our own nutrition expert in the team.
I’m also prescribed the weight loss injection Ozempic to help me manage my appetite as this was one of my main downfalls. Being a busy entrepreneur I never take time to eat my meals, I eat in a rush and overate all the wrong foods and the weight piled on without me realising. I also wasn’t very sporty which didn’t help so I’ve had to discipline myself to walk and exercise and invest in a personal trainer. Having an underactive thyroid doesn’t help either!
You’re very open about the treatments you have had to look and feel your best. Why do you feel so comfortable talking about this?
I think society has changed and it’s no longer taboo to talk about what treatments you have had which I think is a good thing. Having aesthetic treatments is such an individual choice and it is up to us as a society not to judge anyone. Everyone has the choice to do what they want to their own bodies to make them feel better.
What I’m concerned about is young girls who start having cosmetic treatments in their late teens/ early 20’s. If something is really concerning someone then that is a separate issue, but most of these young women and men do not need any work done. It worries me that there are influencers giving skincare tips and that young people are using this information to make choices to use products and treatments that are not suitable for them.
So, what treatments have you had?
I have had botulinum toxin injections (Botox) and Hydrafacials for many years and have these regularly to keep myself looking my best. After having children I felt that I was looking tired and not as fresh as I did. I also noticed that my facial profile had changed and had some mid face volume loss so I’ve had a full face profile balance including my lips with dermal fillers to make my face look less fat and round. This has been combined with radio frequency skin tightening with Morpheus8 and CO2 laser by Cutera Secret Pro.
With these devices I have combined ExoIe exosomes during the treatment and prepped the skin with polynucleotides to ensure the maximum results are achieved with minimal reactions and downtime. Since using exosomes, my skin looks like ‘glass’ and I get compliments on it daily. I’m a big advocate of regenerative medicine. The results are great & I now feel so much confidence in myself.
Being a redhead I have fair hair on my eyebrows and eyelashes so I’ve had them treated to sharpen my profile with semi-permanent make up Jobregazzi. She also ensures my breast enhancement looks its best by drawing on 3D nipples. I also have Morpheus8 on my abdomen to tighten my post pregnancy body.
“I have been knocked down and I have had lots of lows, but it is my attitude on how I look at the challenges in life”.
What do you do at home to look after your skin?
I swear by my medical grade skincare ZO Skin Health. I use it religiously and think that it is the most important part of the process. Feeding your skin with the best nutrients will ensure the treatments that are delivered will have better results, last longer and have less pain and downtime. My favourite product has to be my Retinol. This was the first thing I started to do to prevent ageing at the age of 25 and is the mainstay of all other treatments.
Sara’s favourite skincare products
ZO Skin Health- Daily Power Defence
ZO Skin Health- Firming Serum
ZO Skin Health- Exfoliation Accelerator
ZO Skin Health- Exfoliating Polish
ZO Skin Health- Radical Night Repair
Are you open to plastic surgery?
Yes, when I jump on board I will be loud and proud. I have actually had some plastic surgery when I had my breast cancer reconstruction treatment. I was thrilled with what I was able to achieve and I work closely with many plastic surgeons including my own surgeon to refer patients who need more that I can offer. It works really well to collaborate the treatments to give the best results.
What do you think of vitamins and supplements? Which ones do you take?
Taking supplements is an important aspect of my daily skincare routine, supported by a healthy diet full of nutrients. People don’t realise that they are vitamin deficient and it’s important to have a full wellness check, looking at blood samples to give an accurate profile of deficiencies. This can make a significant difference to your health. I take Nuchido NAD supplements to improve my overall cell function through the ageing transition and collagen drinks. I’m also a big advocate of taking Vitamin D, along with turmeric and ginger which I’ve been taking for a long time.
What are your top tips for ageing well and looking your best?
I personally believe in a holistic approach to life from eating a healthy diet with low levels of stress and healthy relationships is essential. In addition using a good routine you’re your hair and skin combining with in clinic treatments to keep me looking my best, prevent ageing and reverse damage. I also believe in looking after our psychological wellbeing using transformational breathworks, therapy & counselling, coaching us through life as well as meditation. It’s a game changer helping me to think clearer, feel confident and be the best version of myself. I also believe in smiling everyday and feeling gratitude. Always be kind to others as the secret of living is giving.
From beauty to business
You are the founder of Pure Perfection Clinic, Clinic Success Consultancy & Evelyns Retreats, how did this happen?
Following my childhood dream I started Pure Perfection Clinic which after years of struggling & hard work has become an amazing clinic that sees patients transform in confidence everyday. I love our environment and community so much and I’m lucky to have all the best treatments to offer our patients. Then bang, I was hit with cancer which was a shock but work actually kept me going as I continued to work through chemo to help my mental health.
Following on from that I was often invited to teach and present within the industry which led me to meet the amazing community we call medical aesthetics. It’s like a second family, a close knit community full of passionate people. This really was the lift I needed to take my life back after cancer. Lock down then suddenly hit and I found myself answering calls from colleagues worrying about their businesses and asking me for advice. I loved helping and I realised that I loved it just as much as helping patients build skin confidence. Clinic Success was born, it’s a business platform to help amazing clinic owners to stop feeling overwhelmed and be able to focus on their area of expertise with the business and clinical support I can offer with the experience of running my own clinic and having had every business complication you can think of.
I realised people travelled from afar to see me, and whilst I was building my dream home feeling on top of my game the worst happened and my husband left home. Emotionally it almost killed me but I rose like a phoenix and had to think on my feet. I completed the home for my family and decided to rent my previous house as a holiday home to replace his income and support myself financially. With the help of Sykes Cottages it’s been a roaring success where people come and stay at my beautiful tranquil home for some r & r but also my Clinic Success clients come and stay for a few days of learning with me. I couldn’t have imagined running 3 businesses when I started, and alone. I’m so lucky I’ve got a great team of friends and colleagues around me as without my team I couldn’t be where I am today. Also, my mum has been my number one fan and has supported me every step of the way. At the age of 85 she is absolutely my rock in life thanks to her passion and determination.
What’s your advice for those looking to start their own business?
Follow your passion. Your business will not be a success if you do not live and breathe what you do and do it with passion and determination. Do your research and make calculated decisions. Also in terms of your business idea, don’t keep it a secret ask your support network what their thoughts and opinions are. Use them as a focus group to gain invaluable knowledge and advice.
A good business can’t be successful without getting your name out there so you need a good marketing team with a focused plan and some KPI’s to work with. Use all the free networks first before you delve into the financial costs of paid advertising. Finally, really understand your target market and surround yourself with a great team, this is a crucial part of your success. Look after that team and they will look after your brand. Make a plan and know your numbers as this is key to your success.
What are your 3 top tips for business success?
Know your cash flow inside out. I know what is coming in and out of my business for the next quarter without fail. No business can survive without cash flow.
Again you must have a true passion for what you do and try all the treatments you deliver yourself.
Don’t hire cheap – invest in your team, trust me you will make more in the long run. Understand your client so you can cater towards them.
What’s your most important piece of career advice to women in business?
All women in business should have a network. This is so important as it is so key to connect and grow with like-minded people. Also, realistically speaking, successful entrepreneurs have tenacity – they never give up! You will be knocked down many times and you need to get back up and keep going.
What tips do you have for resilience?
It’s all about attitude. I have been knocked down and I have had lots of lows, but it’s my attitude on how I look at the challenges in life. They are lessons and they are there for a reason. We learn from them and become better. I also follow many people within our industry who have achieved so much to inspire me and learn from them. I have a coach to keep me focused and a therapist.
What have you got planned for the next few years?
I’m developing my new website so that people can gain all the information they need for success in one place. When I started in the industry people were reluctant to share knowledge and advice and it was hard. I aim to make it easier for people coming into the industry so they can be as safe a practice as possible delivering an excellent service to their patients without the stress it took me to get there.
Outside of business, you focus on giving back with your charity Starbox as well as being truly devoted to your family. What makes all that so important to you?
I believe it’s crucial to give back and it feels so good it’s therapy for me. I donate part of our annual profits to a charity and I was lucky enough to get the opportunity to start a charity with a beautiful group of ladies who we call Starbox Wrexham. The charity is there to give starting boxes to every patient in the shooting star cancer unit in our local community to help them through.
Everything I do is based on love and passion and I do it all for my family who mean everything to me. My family values are strong. I want my children to have great life opportunities and to give back to my mum for being the best mum to me as she’s reared me alone.
I love to inspire and train others and will continue to do so as it makes me feel good to see others achieving. I have been lucky to have a wonderful upbringing from a mother who loves me unconditionally and told me to go out and live my wildest dreams and do my best. I want to help my family and everyone around me in the same way.
What’s next for you and the future?
I will continue to grow and thrive and take each day one day at a time enjoying and appreciating along the way. Health and happiness is more important to me than anything else, I feel blessed. I’m looking forward to continuing to share my story and help to inspire others especially if they have been through the difficulties I have faced. I love to present at events and network with others and I’m always learning.
Sara and her team have recently been awarded Best Clinic Midlands and Wales in the Aesthetic Awards.
