Small Business Spotlight: Joanne Baker-Barratt
As part of National Small Business Week, we’re celebrating the bold and inspiring journey of Joanne Baker-Barratt, the PMU artist behind Shades Ink. Specializing in lips, brows, and eyeliner, Joanne’s story is proof that it’s never too late to chase a new dream and make a meaningful impact along the way.
"I’m new to the industry, a sole trader, and 54 years old/young—haha! Starting a new business at my age and in such a competitive market, I want to show people that at 54 you can reset and start again."
Empowering Through Beauty - A Day in the Life
At her core, Joanne is a people person. "I love being around others and making them feel empowered and happy," she said. That mission is at the heart of her business, and every client interaction she creates.
Like many solo entrepreneurs in the beauty world, Joanne is wearing every hat each and every day. "Posting, posting, posting. Practicing, practicing, practicing. Chasing clients, following Instagram businesses, and trying to understand the system," she said, capturing the real-life hustle hidden behind the scenes.
What People Don’t See
One of the hardest parts of starting a business? Learning how to get noticed (especially after formal training!) "It’s after the training when you realize you need support on how to get sales in!" she explained.
"I didn’t get trained in marketing or social media, so I have no idea. I’m a great salesperson, that’s the easy part. The hard part is getting clients to contact you. It’s changed so much from the old days before social media."
Secrets to Standing Out + What Keeps Her Going
Joanne’s motivation runs deep. "I keep thinking this will work out, and I won’t give up for my teenage daughter," she shared. "I want her to see me excel in this industry."
In a saturated market, Joanne just keeps it simple and genuine. "Being me, and offering my expertise from a mature perspective," she said. Her authenticity is her superpower, and her clients can feel and connect to that honesty.
Why Small Businesses Matter
For Joanne, supporting small business owners is about recognizing risk and resilience. "We’ve given up something safe to strive toward our own goals," she said. "We’ve worked hard, not relying on a safety blanket, and the country needs independent businesses."
If Her Business Had a Theme Song?
“I Will Survive by Gloria Gaynor” - The perfect anthem for someone rewriting her story with courage, optimism, and grit.
Follow Joanne’s journey with @shadesink.co.uk, and support the artists who are starting fresh, pushing through the unknown, and showing us all what’s possible at any age.