About

I'm Beatriz Vrettos.
Everyone calls me Bea.

I built and ran businesses in Adelaide for seven years. What I loved was never the thing we were selling. It was finding the part that was quietly broken, and fixing it.

so that is the whole job now.

How it started

A beauty bed at the bottom of a stairwell.

Everything after that happened because a client asked for it. Not one step of it was a plan.

01

A bed at the bottom of a stairwell One beauty bed, one client, and a stairwell. That was the entire business.

02

A hundred regulars within a month Word moved faster than I could keep up with.

03

My first hire, then my first commercial lease Suddenly there were rooms to fill and a rent to make every month.

04

Clients wanted more than we could do They kept asking for treatments my team were not trained in. So I bought a ten year old beauty school and we trained them ourselves.

05

They wanted good skincare they could afford So SkinRx happened: our own range, made in Australia, at a price they could actually repeat.

06

Then Burnside Village called They approached me to open a medispa inside the centre. That became Elara.

Elara Medspa, built from scratch“the gym”, built from scratchAdelaide Beauty Academy, bought not builtSkinRx, a skincare range made in Australia

What it got to

Seven years, built by hand.

I built nearly all of it myself: the brands, the websites, the marketing, the sales process, the customer experience and the systems behind the desk. I voiced and edited our radio ads. I did the sales coaching on the floor. In 2024 I was named one of The Advertiser's Top 50 Innovative Business Women in South Australia, which was a very nice day.

I tried marketing agencies on and off the whole way through and was disappointed nearly every time, so none of them lasted long. That audience was not bought and it was not an agency's work. It came from showing up every day for years, until my face was the thing people recognised. Lovely, and also a lot of pressure.

it is why I come and do the work myself.

$2.7 million Annual revenue at the peak

25,000+ Clients on the database I built and marketed to

3,150+ Five star reviews across the brands

87% Of clients rebooked after a first visit

51,000+ Followers built organically, no bought audience

27 people On the team at its biggest

These are revenue and reach figures, not profit.

What happened

In August 2026, the businesses went into liquidation.

I grew it the way it arrived: fast, and always because somebody asked for the next thing. Every yes came with a lease, a fit-out or a wage, and none of those stop turning up in a quiet month. The business could not carry them, and it closed. I entered personal bankruptcy.

What I carry is the effect on my staff and my clients, and I am sorry for that. I am not going to dress it up as a gift in disguise.

I am proud of what we built. I can also tell you exactly what I would do differently, and that is the only part of this that is any use to you.

The useful part

Six things I now know in my bones.

01 Revenue is not profit A business can turn over millions and still be running on fumes. I know what that feels like from the inside.

02 Growth is not always progress Every expansion carries a fixed cost that does not care how busy you are this month.

03 A good brand is not a durable business Loyal clients, three thousand five star reviews and a full diary are wonderful. None of them pay a lease by themselves.

04 Know your numbers early Margins, cash flow and overheads are not an accountant's problem. They are the whole game.

05 Working harder is not a strategy Seven days a week solving every problem personally is not dedication. It is a business with one point of failure.

06 Fixed costs are forever Every lease, every fit-out and every hire keeps asking to be paid long after the month that justified it.

I learned all of that the expensive way. You don't have to.

What I do now

The part I was always best at, full time.

Look at a business, find what is inefficient, expensive or unnecessarily complicated, and build the simpler version.

Marketing, branding and storytellingSaying what you do in a way that makes someone act.
Sales process and customer re-engagementIncluding the hundreds of old customers sitting in a system nobody has opened.
Websites that convertBuilt around the next step, not around a mood board.
AI, automations and practical toolsThe boring, repetitive, expensive parts of the week, handled.
Customer experience and retentionKeeping the people you already have, which is cheaper than finding new ones.
Taking on a business you didn't startI bought an established one. An inherited team, client list and set of habits is a different job to a blank page.
Internal systemsSo the business does not live entirely in your head.
Teaching you to use itMost owners can run this themselves. They have just never been shown how.

And the software

Before the businesses closed I had already built my own, and not a toy version of it. Two apps ran the group day to day.

Team operationsRostering, shifts, leave, tasks, rebook rate leaderboards and product sales tracking.
Money and managementDaily reconciliation, sales and expenses, till and bank balances, treatment margin and membership analytics.

They replaced the spreadsheets with live dashboards across two sites, and I am not a developer. I built them with AI assisted tools, which is exactly how I now build websites, apps and automations for other people.

How I like to work

My favourite outcome is that

you don't need me any more.

Hire me to fire me. I would rather fix the thing, show you how it works and hand it over than put you on a retainer and keep the keys.

Your turn

So, what's stuck?

Tell me what isn't working. I'll tell you how I'd approach it, whether or not we end up working together.

Call me Email me

Send me the problem

I'll get back to you by the next business day, usually sooner.

I'm Beatriz Vrettos.Everyone calls me Bea.