A Brecon-based beauty business has been named the best in Mid Wales, marking a major milestone for its founder just two years after opening her doors.

The Hidden Jem Beauty, owned and run by Jasmine Atkinson, recently won the award for Best Beauty Business in Mid Wales and was also shortlisted as a finalist in the prestigious Best of Welsh Business Awards.

Jasmine began her career in the beauty industry straight out of college, starting at a brow bar and quickly rising to a managerial position, overseeing a team of five. She later managed several spas before relocating to Wales to establish her own venture.

After moving to Brecon with her two sons, Jasmine founded The Hidden Gem Co, initially operating from a shared premises with a local hairdresser. As her clientele expanded, she made the decision to open her own salon in October last year. The building was in poor condition when she took it on, but with support, she transformed it into a welcoming, fully refurbished space.

The salon has since gone from strength to strength. Jasmine recently completed a Level 5 qualification in semi-permanent makeup, which she now offers alongside a wide range of treatments. As a skincare specialist, she continues to undertake professional development and training to stay current with new trends and techniques in the beauty sector.

Alongside running her business and raising two children, Jasmine remains involved in community projects. She regularly donates to charity fundraisers and recently contributed salon gift vouchers to a local high school prom raffle. She also plans to offer complimentary treatments to prom attendees on the day of the event.

Jasmine credits the support of the Brecon community and her growing client base for the success of the business. She encourages aspiring entrepreneurs to seek support from services such as Business Wales.