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<p>Beauty entrepreneur Emma Lewisham on how Afterpay helps her luxury brand reach more customers.</p>

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<p>As a pioneering beauty entrepreneur whose products are stocked around the world, Emma Lewisham has a talent for understanding what women want.</p><p>From natural skincare products that deliver real results to 100% climate-positive&nbsp;packaging, Lewisham is constantly innovating - and always listening to her customers. “Listening and responding to our customer is really important to me,” says Lewisham.</p><p>In fact, it was customer demand that convinced her to offer Afterpay.</p><p>“The reason we knew [to launch] Afterpay was because we listened to our customers… and we could see that feedback coming through.”</p><p>It was a decision that continues to deliver business benefits, including making the brand’s luxury products available to younger customers, says Lewisham.</p><h2>About Emma Lewisham.</h2><p>Emma Lewisham launched her brand in 2019 after dissatisfaction with the natural beauty products she’d tried. Five years on, the New Zealand brand, which marries luxury skincare with natural ingredients and a circular model, is experiencing soaring growth.</p><p>The brand, with its distinctive purple packaging, is stocked in Mecca stores across Australia, as well as Space NK boutiques in the UK and prestigious department stores such as Harrods.</p>

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<h2>Afterpay makes luxury accessible.</h2><p>Lewisham says that Afterpay has helped grow the business by making the products – which retail for between $76 and $138 – more accessible to younger people in particular. “As soon as we launched, the number in the 18-25 bracket went through the roof.”</p><p>Now, offering Afterpay is more important than ever. “We have seen that Afterpay has been very attractive to younger customers who want to manage their spending or get paid weekly rather than fortnightly."</p><h2>Afterpay offers customers flexibility.</h2><p>Lewisham says that Afterpay enables customers to manage their spending.&nbsp;“The biggest benefit of partnering with Afterpay has been the ability to provide people with more flexibility around payment.”</p><h2>Afterpay helps with business cash flow.</h2><p>For businesses, Afterpay delivers cash upfront. When asked if she’d recommend Afterpay to other merchants, Lewisham doesn’t hesitate, saying the benefit is two-fold: “It is definitely worthwhile; it gives your customers a more flexible payment option, yet as a merchant receiving the funds up-front helps with business cashflow.”</p>

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<p><em>All references to any registered trademarks are the property of their respective owners. Afterpay does not endorse or recommend any one particular supplier and the information provided is for educational purposes only.</em></p>

Beauty entrepreneur Emma Lewisham on how Afterpay helps her luxury brand reach more customers.

Discover how beauty mogul Emma Lewisham leverages Afterpay to broaden her luxury skincare brand's reach and enhance cash flow. Learn how Afterpay's flexibility appeals to younger demographics and facilitates upfront payments for businesses. 

Unlocking Luxury: Emma Lewisham Shares How Afterpay Boosts Accessibility and Cash Flow for Her Beauty Brand

“Afterpay has been very attractive to our younger customers.”

Emma Lewisham 

<p>Central Coast hair salon Milk &amp; Honey learned firsthand just how Afterpay can fuel growth.</p>

<p>When Danielle Cohen first took over<a href="https://milkandhoneyhairandbeauty.com.au/" rel="noopener noreferrer" target="_blank"> Milk &amp; Honey Hair and Beauty</a>, a salon on NSW’s Central Coast, her most popular services were the most “basic” cuts and treatments on offer.&nbsp;&nbsp;</p><p>Fast forward seven years and her clientele is spending much more – something Cohen credits to Afterpay.</p><p>“We [implemented] Afterpay about five years ago, to give clients more freedom,” she says. “We wanted to bring in services that cost a little bit more. Being able to offer our clients payment plans helped us move in that direction.”</p><p>Since then, the salon has significantly expanded, jumping from servicing 40 clients per week to between 80 and 120 today. Six hair stations have more than doubled to 14, and Cohen employs a team of eight.</p><p>“Afterpay’s been a bit of a game-changer for us,” says Cohen. “It’s definitely contributed to our growth and success.”</p><h1>About Milk &amp; Honey.</h1><p>Cohen and her mother, Belinda, bought Milk &amp; Honey in 2015, with the aim of transforming the existing salon into something more special and sumptuous. Together, they renovated the space, which is located in the bustling regional centre of Gosford, and introduced plush leather chairs and glamorous styling touches.</p><p>The light and bright interiors serve more than just an aesthetic purpose – they help create a feel-good experience for the client. “We want our clients to come into a beautiful place where they can get away,” says Cohen. “We offer a boutique experience with a thorough consult, the best products – from L'Oréal and Kérastase – and wine and cheese platters.”</p>

<h1>Afterpay encourages clients to access higher-value treatments.</h1><p>Afterpay helps continue Milk &amp; Honey’s smooth service all the way to the checkout.&nbsp;</p><p>“We always quote our clients the full price for their appointment before we start,” notes Cohen. “But if they’re unsure about the price and we mention that we have Afterpay, they’ll often say, ‘That’s amazing, go ahead with the treatment’ ... It gives them that little bit of leeway so that they can say yes and spoil themselves, rather than being worried about the payment. It's definitely created a comfort for our clients.”</p><h1>Afterpay increases product sales.</h1><p>They’re the bane of hairdressers the world over: clients who come to the salon for premium treatments, but use poor-quality hair products at home. At Milk &amp; Honey, Afterpay has proved a useful solution.</p><p>“When we recommend home care, we’re finding that clients are more likely to [purchase] it with Afterpay," says Cohen.&nbsp;</p><p>“If they’ve spent $200 to $400 on their hair, purchasing haircare might be an additional $150. So sometimes our clients pay for their hair service in full, and then use Afterpay to pay for the product.”</p>

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<p>“Afterpay has encouraged a lot of clients to rebook their services... and reduced appointment cancellations."</p>

<h1>Afterpay encourages client commitment.</h1><p>By paying in instalments, clients are often happier to commit to a longer-term, high-quality plan for their hair – which is a win for the clients and salon alike.</p><p>“We’re not a one-stop salon, we're not going to push someone’s hair that far in one appointment,” says Cohen.&nbsp;</p><p>“It’s about creating a plan for future visits to help clients achieve their goal. It’s going to be a bit more costly, but if the client knows that they have a payment option, they’re more willing to let you do their hair slowly and keep coming back.”</p>

<h1><strong>Afterpay encourages advance bookings and reduces cancellations.</strong></h1><p>Milk &amp; Honey has a waiting list of 70 people, with December appointments almost fully booked three months in advance.</p><p>“Afterpay has encouraged a lot of clients to rebook their services, rather than being worried about whether they’ll have the money in the bank to pay,” says Cohen. “I think it’s also reduced people cancelling their appointments, for the same reason.”</p><p>This has contributed to Milk &amp; Honey’s growth (with Cohen noting that the salon has seen a particular rise in younger clients since the implementation of Afterpay), and offers peace of mind, too.</p><p>“It's really good to have the comfort of the bookings and to know what your business will look like for the next three months,” says Cohen. “That way, I can put all my focus into looking after our staff and our clients."</p>

Milk & Honey learned firsthand just how Afterpay can fuel growth

Discover how Milk & Honey salon revolutionises beauty services with Afterpay, boosting client satisfaction, sales, and advance bookings.

Transforming Beauty: Milk & Honey's Success Story with Afterpay Revolutionizing Salon Services and Client Experiences

“Afterpay has been a game-changer for us.”

Milk & Honey

<p>South Australian hair salon JaDs on the benefits of offering Afterpay.</p>

<p>Taryn Lattanzio vividly remembers the first time a client used Afterpay at her salon in South Australia. It was three years ago, and the client in question was a regular whose ghd hair straightener had stopped working that morning.&nbsp;</p><p>“[The client] was already signed up for Afterpay and was so happy to be able to leave the salon with her new straightener,” recalls Richardson, before adding, “I was just as happy to have the funds in my account overnight."</p><p>When asked if she’d recommend Afterpay to other salons, she doesn’t hesitate. “In a heartbeat,” she replies. “You’re only charged for fees as the services are used, and the potential new clients and increased revenue make it a no brainer. Consumers recognise and trust the brand.”</p><h1><strong>About JaDs.</strong></h1><p>Lattanzio has owned <a href="https://www.jadshairdressers.co/" rel="noopener noreferrer" target="_blank">JaDs hair salon</a> in Victor Harbour for 14 years. In that time, she’s worked tirelessly to modernise the business, launching an online booking for customers (via <a href="https://www.gettimely.com/?keyword=timely&amp;ads_cmpid=1301542467&amp;ads_adid=80776094307&amp;ads_matchtype=e&amp;ads_network=g&amp;ads_creative=597465617443&amp;utm_term=timely&amp;ads_targetid=kwd-120550200&amp;utm_campaign=AUBrand&amp;utm_source=google&amp;utm_medium=cpc&amp;gclid=Cj0KCQjwnNyUBhCZARIsAI9AYlG47HYmKSA4-i56YHYNvpR26OxH8C5RJQpBkJEvxJeZPVdKu81UbOwaAhsqEALw_wcB" rel="noopener noreferrer" target="_blank">Timely</a>), revamping JaDs’ social media channels and opening an e-commerce shop.</p><p>While all of these elements undoubtedly helped boost JaDs’ bottom line, Lattanzio says that it was partnering with Afterpay that doubled revenue in parts of the business.</p>

<h1>Afterpay has doubled revenue from colour services.</h1><p>Lattanzio says that since introducing Afterapy, revenue from colour services has doubled, with more clients choosing to upgrade from a basic colour service to a high-fashion colour service. “Afterpay makes paying for often costly modern colour services easier for clients.”</p><h1>Afterpay boosts product sales.</h1><p>Clients aren’t simply using Afterpay for treatments. “Our retail and electrical sales like straighteners, curlers and dryers have gone up considerably, too,” she says.</p><h1><strong>Afterpay minimises cancellations.</strong></h1><p>Lattanzio adds that Afterpay also reduces cancellations as customers feel confident they can cover the costs of their treatments.&nbsp;</p><p>“Our Afterpay customers are our higher serviced clients usually, as they keep appointments irrespective of cash flow. They’re also more likely to purchase investment pieces like extensions and electrical in the salon, rather than sourcing them online later.”</p>

South Australian hair salon JaDs on the benefits of Afterpay

"Afterpay has doubled revenue in parts of my business."

JADs hair salon

<p>How offering Afterpay has helped City Cave grow.</p>

<p>City Cave Float and Wellness Centre Rouse Hill initially partnered with Afterpay in 2021 to give clients better access to its natural health and wellness services.</p><p>“I love Afterpay because I want more people to experience the benefits of our business. It’s easy to use and it helps customers get what they want faster,” says Marty Strong of City Cave.</p><p>But Strong quickly came to see the business benefits of Afterpay too, from building loyalty among customers to increasing the average order value by 50% and driving sales of high-value products like bulk packages.</p><h1>About City Cave.</h1><p>Helping people feel better mentally and physically is a passion for Strong – and, in fact, for his entire family: not only does he work in City Cave’s head office, helping oversee 70 franchisees, but his mother, Jaime, owns three City Cave centres and his brother works for the business, too.</p><p>Every City Cave branch offers a range of natural therapies, such as floatation, infrared saunas and massage.</p><p>“I honestly believe that floating changes people’s lives,” says Jaime of floatation therapy, which involves lying in a pool filled with 400kg of Epsom salts. “I wish everyone could float!”</p><h1>Afterpay helps customers access treatments.</h1><p>Offering Afterpay means that clients can access the holistic treatments City Cave offers when they need it and pay it off in instalments. “[Afterpay] really helps our clients access our services."&nbsp;</p><p>“Health and wellness are a ‘need’ not a ‘want’,” says Strong, “and our services can benefit the entire community. Money should never be a limitation on wellness.”</p>

<h1>Afterpay increases high-value package purchases.</h1><p>More and more, City Cave clients are using Afterpay to purchase treatments in bulk packages. This means accessing treatments at lower rates and being able to commit to a long-term treatment program rather than ad-hoc appointments.</p><p>“When a client finishes their first service, we don’t want to send them out the door – we want to provide them with an ongoing wellness solution."</p><p>“Committing to a 12-month program of floats – which is $1250 – can be quite daunting, but Afterpay makes it more accessible.”</p>

<h1><strong>Afterpay increases average order value.&nbsp;</strong></h1><p>For City Cave, selling more treatment packages has “revolutionised” the business. “For us, it means higher upfront revenue and more repeat customers,” says Strong. In fact, the average order value for clients who use Afterpay is 50% higher than that of clients who use other payment methods.</p>

<p>“Afterpay has definitely helped us reach a younger demographic."</p>

<h1><strong>Afterpay attracts new customers.&nbsp;</strong></h1><p>Afterpay has also helped City Cave reach more clients. Afterpay’s Shop Directory sent more than 7000 referrals to City Cave websites over the past year, while Afterpay Day delivered a 58% spike in sales*.</p><p>“Afterpay Day offers an opportunity for people – especially younger people – to discover us and experience City Cave treatments. Younger customers all know what Afterpay Day is and when it’s coming up,” says Strong. “Afterpay has definitely helped us reach a younger demographic."</p>

How offering Afterpay has helped City Cave grow.

How Afterpay helps this wellness business grow sales including high-value packages.

Increasing AOV: How Afterpay helps City Cave boost sales

"Afterpay customers spend 50% more with City Cave."

City Cave

<p>Why this Chempro Chemist pharmacy offers Afterpay </p>

<p>Pharmacist Bard Kalati spends much of his day dispensing medicine, but it’s the interaction with his customers that he finds truly fulfilling. “It’s the best feeling to be able to help people.”</p><p>That’s why <a href="https://www.chempro.com.au/chemist-annerley-annerley-midnight-chempro-chemist" rel="noopener noreferrer" target="_blank">Annerley Midnight Chempro Chemist</a> offers Afterpay - it helps their customers access the health and wellness products they need, when they need it.</p><p>And in return, customers keep coming back – and new ones are attracted by the accessibility on offer.</p><h1><strong>About Annerley Midnight Chempro Chemist.</strong></h1><p>Annerley Midnight Chempro Chemist is part of the <a href="https://www.chempro.com.au/chemist-annerley-annerley-7-days-chempro-chemist" rel="noopener noreferrer" target="_blank">Chempro Chemist group</a>, and is located in Brisbane.&nbsp;</p><p>As the managing pharmacist, Kalati is passionate about helping people improve their health.</p>

<h1><strong>Afterpay gives on-the-spot access to health and wellness products.&nbsp;</strong></h1><p>Offering Afterpay means that Kalati’s customers can access the health and wellness products they need, when they need them, and pay them off over time, in instalments.</p><p>“Afterpay gives customers the opportunity to come into the pharmacy, pick up what they need and walk out happily. That means a lot to me.”</p>

<p>“Once they know we have Afterpay, they come back. Not only do you keep the customer, but you’re keeping a happy customer.<strong>”</strong></p>

<h1><strong>Afterpay attracts new customers and retains loyal ones.</strong></h1><p>As well as making health and wellness products more accessible, Afterpay also helps businesses like Annerley Midnight Chempro Chemist grow.</p><p>“It helps maintain customers,” he says. “Once they know we have Afterpay, they come back. Not only do you keep the customer, but you’re keeping a happy customer.”</p>

<p>Kalati says that offering Afterpay helps attract younger customers, and that frequently people will call the pharmacy to find out whether Afterpay is available before coming in and making a purchase.</p><p>Afterpay’s Shop Directory has also driven thousands of referrals – and potential customers – to Chempro Chemist's websites.</p><p>“I think Afterpay should be an option in every pharmacy,” says Kalati. “I would highly recommend Afterpay. It will help you maintain existing customers and bring new customers in."</p>

Why this Chempro Chemist pharmacy offers Afterpay. 

"Afterpay keeps customers coming back.”

Annerley Pharmacy

<p>Global teeth-whitening brand HiSmile confirms that Afterpay drives sales, loyalty and trust</p>

<p>At-home teeth-whitening brand HiSmile launched in 2014 with a clear aim: to disrupt the in-clinic whitening market.</p><p>To succeed, they knew they needed a business solution that was just as ambitious and forward-thinking.&nbsp;With Afterpay they found just that, as well as a payments platform that millennials – HiSmile’s target market – loved.&nbsp;</p><p>“Afterpay was such an innovative way to get our kind of millennial consumer buying us,” says Justin Gaggino, HiSmile’s general manager. “It’s definitely the global leader in [Buy Now Pay Later] solutions and consumers trust Afterpay.”</p><h1><strong>About HiSmile.</strong></h1><p>HiSmile was launched by Gold Coast friends Nik Mirkovic and Alex Tomic and the brand was an immediate hit with younger consumers.</p><p>An innovative social media strategy and endorsements from the likes of Kim Kardashian saw revenue soar to $96m by 2022. The brand is now global, having recently launched in the US, and it is available in 10,000 retail stores, as well as online.</p><h1><strong>Afterpay boosts HiSmile’s average order value.</strong></h1><p>In the past year, customers who have paid with Afterpay spent 20% more than those who pay with other methods, says Gaggino. “That’s quite a strong increase. I think if you're not with Afterpay now, it's a mistake, and you should be.”</p>

<p>"[Afterpay] was very much an invaluable solution for us to be able to continue to scale.” </p>

<h1><strong>Afterpay helped HiSmile scale.</strong></h1><p>Early on, offering Afterpay helped the brand scale faster, says Gaggino, as it allowed more people to try the product for the first time. “It helped us scale up our efforts because it felt like a lot more people then had the ability to buy our products, especially at the start. It was very much an invaluable solution for us to be able to continue to scale at the time.”&nbsp;</p>

<h1><strong>Afterpay drives loyalty and customer retention.</strong></h1><p>Although HiSmile was an early innovator in the at-home teeth whitening space, the category has become increasingly saturated, making customer retention more important. Gaggino says Afterpay customers shop frequently.</p><p>“Afterpay customers generally tend to come back,” says Gaggino. “And I think Afterpay itself does a very good job of promoting the brands within its own network from online but also through the app.”</p><h1><strong>Afterpay improves trust.</strong></h1><p>Afterpay isn’t just a payment solution; it’s also a trusted brand that bestows benefits on the brands it’s associated with, says Gaggino. “It definitely helps from a trust building perspective; if Afterpay associates with a brand, it must be a relatively reputable brand.”</p><p><br></p>

Global teeth-whitening brand HiSmile on how Afterpay drives sales.

Discover how Afterpay increases HiSmile's average order value by reducing barriers to first purchase and increasing loyalty.

Boosting sales: How Afterpay increases HiSmile's average order value

“Afterpay increases our average order value by 20%.”

HiSmile

<p>From the kitchen to a $30m business: Nutra Organics shares how Afterpay has helped the health food brand grow.</p>

<p>When Mark and Darlene Powell launched Nutra Organics from the kitchen table, they were among the first to appreciate the potential of “superfoods”.</p><p>More than two decades later, Nutra Organics has become a $30m brand - and the husband and wife are still ahead of the curve. They understood the benefits of Afterpay early on, and began offering it to customers in 2018.&nbsp;</p><p>“The consumer loves Afterpay… and we love it as a business,” says chief operating officer Ricki Harrison (Mark and Darlene’s daughter). “It’s with us for the long haul.”</p><h1><strong>About Nutra Organics.</strong></h1><p>Today, Nutra Organics sells one product every 30 seconds and supplies its supplements, powders and health products to thousands of stockists, from pharmacies to grocers and specialty stores.&nbsp;</p><h1><strong>Afterpay increases average order value.</strong></h1><p>When the brand began offering Afterpay, Harrison says they noticed an immediate increase in sales and average order value. “There was definitely an uptick straightaway, and people took advantage of the platform right off the bat,” says Harrison, who adds that customers who shop with Afterpay spend 10% more on average than those who pay with other methods.&nbsp;</p>

<p>“Afterpay makes buying more accessible: not everybody has $50 to spend on a protein powder every week." </p>

<h1><strong>Afterpay makes Nutra Organics more accessible.</strong>&nbsp;</h1><p>The Nutra Organics team is passionate about improving the wellbeing of their customers - and that means ensuring that products are accessible.</p><p>“We're not an inexpensive product,” says Harrison. “Afterpay makes buying more accessible: not everybody has $50 to spend on a protein powder every week. Or say they want to buy three flavours of something because they want to see whether their kids like them – you can go ‘Oh, I'm going to buy all three because I'm going to get free shipping, I'm going to pay it off on Afterpay’ and you feel like you’re winning.”</p>

<h1><strong>Afterpay boosts subscriptions.</strong></h1><p>Nutra Organics recently introduced a subscription service, partly aimed at making purchasing easier for busy mothers. Harrison says that offering Afterpay has been instrumental in getting customers on board. “We have many subscribers that use Afterpay – it's a super simple process.”</p><p>Overall, she says, Afterpay makes life easier for customers. “It's super convenient for the consumer and just gives people an option. Plus, the platform is well established, people understand what it is.”</p><h1><strong>Afterpay Day drives sales.</strong></h1><p>Afterpay Day has become a key date in Nutra Organics’ marketing calendar. In August 2023, the number of purchases made with Afterpay nearly doubled compared to previous months. “We see a great lift in new customers during Afterpay Day,” adds Harrison.</p>

Nutra Organics on how Afterpay grows sales.

Discover how Nutra Organics increases its average order value by offering Afterpay.

Driving sales: How Afterpay grows AOV for Nutra Organics

“Afterpay increases our average order value by 10%.”

Nutra Organics

<p>Charlotte Brodie shares how Afterpay helps her popular clothing brand thrive.</p>

<p>Long before fashion designer Charlotte Brodie sold her first piece of children’s clothing – before she’d even built the website for her brand By Billie – she knew her business would offer Afterpay.&nbsp;</p><p>After all, she was a devoted Afterpay customer – and she knew her customers would be too.</p><p>“There was no way that I would buy higher priced items without Afterpay, so why would I expect my customer to?”</p><p>It was the right decision; today, 21% of all sales at By Billie are generated by Afterpay customers. “Having Afterpay as an option for customers is huge. I don’t think any business could do without it.”&nbsp;</p>

<h1><strong>About By Billie.</strong></h1><p>Brodie launched By Billie in 2018, soon after she became a mother and noticed a gap in the market for ethical, gender-neutral children’s clothes. The brand quickly became a go-to among stylish mums, and expanded into womenswear.</p><p>Today By Billie is stocked in 30 stores, from Los Angeles to Japan, and boasts a loyal following on social media.&nbsp;</p><h1><strong>Afterpay drives sales.</strong></h1><p>Afterpay has become a vital part of By Billie’s business, with Afterpay payments accounting for 21% of revenue, says Brodie.</p><p>By Billie creative director Millie Coy adds: “From the moment that we started implementing Afterpay, we saw a definite increase in orders.”</p><p>And when By Billie customers use Afterpay, they order more. “People really take advantage of being able to order immediately and pay it off over a longer period,” says Coy, who explains that customers who pay with Afterpay spend more than those who don’t.</p>

<p>“Having Afterpay makes sense for all our customers, but definitely is a must for a younger, Gen Z audience."</p>

<p><br></p><h1><strong>Afterpay is “a must” for Gen Z customers.</strong></h1><p>Coy adds that offering Afterpay has helped attract Gen Z customers.</p><p>Since expanding from childrenswear into womenswear, By Billie’s customer base has shifted from mostly mums to a younger demographic, she says. “And we’ve noticed they really like to use Afterpay,” she says. “Having Afterpay makes sense for all our customers, but definitely is a must for a younger, Gen Z audience. We know it’s helped us get new customers we otherwise wouldn’t have.”</p><h1><strong>Afterpay is loved by customers.</strong></h1><p>Purchasing with Afterpay is easy and convenient, says Coy. “People love being able to jump on, get what they need when they need it – and that’s good for us, too, because they keep coming back.”</p><p>It’s just as simple for merchants, she adds. “Once customers place the order with Afterpay, we're not responsible for the repayments – it's between Afterpay and the customer.</p>

Long before fashion designer Charlotte Brodie sold her first piece of children’s clothing – before she’d even built the website for her brand By Billie– she knew her business would offer Afterpay. 

Discover how Afterpay drives 21% of By Billie's revenue and increases average order value for the clothing brand.

Afterpay drives success: Charlotte Brodie on how By Billie grows with seamless payment solutions

“Afterpay customers account for 21% of our sales.”

By Billie

<p><strong>How Nick Perry and Peter Winkle launched global optical business Bailey Nelson, and how Afterpay has helped them grow.</strong></p>

<p>Launching any business means making sacrifices – and that was certainly true for the co-founders of <a href="https://baileynelson.com.au/" rel="noopener noreferrer" target="_blank">Bailey Nelson</a>.</p><p>By any definition, by their late twenties, Nick Perry and Peter Winkle had excelled in their careers; Perry was working with the founding team at The ICONIC, while Winkle, an ex-management consultant, was set to take up a full scholarship at the University of Oxford.</p><p>And yet another future beckoned; the pair had spotted a niche in the optometry market, and were convinced that a business selling stylish, modern glasses at competitive prices had potential to be successful.</p>

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<p>So, Perry left his job and Winkle turned down Oxford – and instead they set up a stall at North Bondi markets.</p><p>&nbsp;It was, they admit, a humbling experience.</p><p>&nbsp;“We literally had a table with a white plastic tablecloth over it with 20 frames laid out,” recalls Perry. “Most of our friends lived in Bondi, so basically anytime we saw someone we would hide under the table.”</p><p>&nbsp;When Winkle’s parents – understandably perplexed by their son’s decision to jettison a place at Oxford – visited their stall, the pair memorably failed to sell a single pair of glasses.</p><p>&nbsp;“Things were very, very tense,” remembers Perry.</p>

<p>Fortunately, the business soon grew, and within a few months, Bailey Nelson opened its first store in William St, Paddington. Today, a decade later, the brand has more than 110 stores in four countries, as well as a thriving online business.</p><p>Despite Bailey Nelson’s rapid expansion, Winkle and Perry’s vision has remained the same since inception. “We pride ourselves on providing incredible glasses, incredibly good prices and a great customer experience in store,” says Winkle.</p><p>The pair credit their success to a great product, hard work, attracting the right talent – and perfect timing; when Bailey Nelson launched the retail optometry landscape was ripe for innovation, they say.</p>

<p>"The pair credit their success to a great product, hard work, attracting the right talent – and perfect timing."</p>

<p>“When Peter and were looking to start the business [shopping for glasses] was a very medical experience. The optometrist we used to go to didn’t have a lot of passion for what they were doing, and the prices were unbelievably high. So, it was kind of a grudge purchase,” Perry says.</p><p>&nbsp;Plus, having studied mechanical engineering, Perry could see that most optical frames were fairly inexpensive to manufacture – but sold with a huge mark-up. “I just thought it was extraordinary. It seemed like such a high margin."</p>

<p>Today, Bailey Nelson has evolved into a full-service optometry business, offering eyewear, retail, sunglasses, contact lenses and optometry services.</p><p>Just as Winkle and Perry have taken an innovative approach to optometry, they have been similarly forward-thinking in their approach to payments, and, in 2018 Bailey Nelson became the first optical retailer to partner with Afterpay. Today, all their stores offer Afterpay or Clearpay.</p><p>“We would recommend to every merchant that they should be working with Afterpay,” says Winkle.</p><p>The business took on Afterpay after customers – especially younger customers – began asking for it, and at first, says Perry, they didn’t understand the value of the payments platform – or the younger generations’ aversion to credit. “I’m an older Millennial and I’ve always had credit cards,” says Perry. “So, I didn’t get it at the start. But you have to follow the younger customers – they are the trendsetters.”</p><p><br></p>

<p>Today, Afterpay allows Bailey Nelson customers to purchase glasses or other optical products when they need them and pay them off in instalments. Offering this kind of flexibility is critical for customer-centric brands, says Winkle, especially those in the health space.&nbsp;</p><p>“Buying glasses is a necessity not a desire. People need them for work and home, so we believe it’s important to have different payment options.”</p><p>And the Afterpay partnership has benefited Bailey Nelson, too. Customers who pay with Afterpay spend, on average, 10 per cent more than other customers at Bailey Nelson. They also shop more frequently with the brand. Meanwhile, Afterpay Day drives awareness and last year a 41 per cent spike in sales.</p><p>“Afterpay has played an important role in our business journey up until this point and will so in the future.”</p>

How Nick Perry and Peter Winkle launched global optical business Bailey Nelson, and how Afterpay has helped them grow


How Nick Perry and Peter Winkle launched global optical retailer Bailey Nelson, and how Afterpay has helped them grow