Tips From 2024 TWIA Winners
As bridal hair and makeup artists, navigating the competitive beauty industry can feel overwhelming. To help others along the way, we reached out to 2024 TWIA award winners Katrina Kelly and Chantelle Smith. Both have carved out inspiring paths in the bridal beauty world, and in this blog, they share their experiences, challenges, and best advice for thriving in this industry. Whether you're looking to elevate your craft, grow your business, or simply find motivation, their stories offer invaluable insights for your own journey.
Chantelle’s Story - 2024 Makeup Artist National Winner
How long have you been working as a Bridal HMU?
I have been in the industry for 12 years but I have only been working for just over 3 years working full time developing and marketing my business as Chantelle Smith MUA.
Is this the first you applied for a TWIA?
Yes
How long into your career did you decide to apply to the process?
I applied for it two years after I first went self-employed so last year.
From start to finish, what does the TWIA process look like?
The hardest part of the process was the first part of the application where I had to give a synopsis about my business, my passion and what winning the award would mean to me.
What does winning The Wedding Industry Award mean to you, both personally and professionally?
Winning the award meant a lot to me as it was recognition for all my hard work and dedication to my profession and the industry. I was also a single mum to twins juggling a full time bridal business which gave me an extra special sense of accomplishment and made all my struggles and sacrifices worth while.
How has winning TWIA impacted your business or your career in the wedding industry?
Winning has allowed me to promote myself as a national award winning make up artist which has generated more interest in what I do
What advice would you give to hair and makeup artists applying for The Wedding Industry Awards this year?
My advice would be believe in yourself.
How did you approach the application process, and what strategies worked best for showcasing your work to the judges?
The strategies that worked for me was that I show cased my own style and didn’t try to be like anyone else.
What qualities do you think helped you stand out among other competitors in the awards?
I think I stood from other competitors because my style was different and reflected the passion that I have for my work.
What should applicants focus on when preparing their submission for the awards?
They should focus the uniqueness of their own style and quality.
Do you have any tips for building a strong portfolio that will impress both clients and award judges?
Focus on the aesthetics of your brand and capture the good quality of your work.
If you have anything else you feel would be valuable to others please feel free to share below!
Go in with a positive mind set and be proud of coming out of your comfort zone and entering the awards.
Katrina’s Story - 2024 Hair Stylist National Winner
How long have you been working as a Bridal Hairstylist?
I’ve been working as a bridal hairstylist for five years, building my own business from the ground up. ( not without help I might add )
Is this the first time you applied for a TWIA?
No, this was my second time applying. The first time I entered, I was new to the process and was honoured to be highly commended. I received such valuable feedback from Damien and the judges, which was incredibly motivating. One judge even mentioned that it was a tough decision, and that I was very close to winning. That experience gave me the confidence to refine my approach, and when I applied the second time, I had grown significantly both personally and within my business.
How long into your career did you decide to apply to the process?
I entered a few years into my career. Initially, I heard about TWIA during the COVID period and was intrigued by it, but it wasn’t until one of my brides nominated me that I felt compelled to apply. Having a bride recognise my work and take the time to nominate me gave me the belief that I was ready to step into that space. I wasn’t someone who saw myself as competitive, but my passion for what I do was undeniable, and I felt that I had something to offer.
From start to finish, what does the TWIA process look like? Were there any parts that were harder than others? What does the process expect from you?
The TWIA process is designed to push you to really assess your business I feel. You start by entering online, and the support from the TWIA team is fantastic—they guide you every step of the way. For me, the most challenging part was answering the questions thoughtfully. It required a deep dive into my business, making sure everything was aligned and that the customer journey was as seamless as possible. But that reflection was invaluable. You’re also required to invite your clients to vote for you, which gave me the opportunity to reconnect with brides in a really meaningful way. Again TWIA help you with useful emails of how best to do this. The next step is to get through to the regionals and if you win for your regions you then get through to the national finals.
What does winning The Wedding Industry Award mean to you, both personally and professionally?
Winning TWIA was a defining moment for me, both personally and professionally. On a personal level, it affirmed that my hard work, passion, and dedication had truly paid off. Professionally, it elevated my business to new heights. Being recognised by such a respected body in the wedding industry not only provided validation but also positioned me as an expert and trusted professional in my field. It’s opened doors for me to mentor and inspire others, which is something I’m incredibly passionate about. It’s a reminder that, with hard work and a commitment to continuous improvement, you can achieve great things.
How has winning TWIA impacted your business or your career in the wedding industry?
Winning TWIA has had a profound impact on my business. It’s given me an authority within the industry that has helped build trust with potential brides. For those who were on the fence about booking me, the award provided the extra assurance that they were making the right choice. In addition, the recognition has allowed me to step into an educational role within the industry, helping other hairstylists refine their skills and their business practices. It’s not just about the accolade—it’s about what the award represents: commitment, excellence, and a passion for growth.
What advice would you give to hair and makeup artists applying for The Wedding Industry Awards this year?
My advice would be to go for it, no matter where you are in your career. Don’t feel that being new in the industry limits your chances; the judges look at the whole picture—your passion, the way you care for your clients, and the journey you take them on. The process itself is invaluable because it pushes you to evaluate your business from every angle. It’s an opportunity for growth, so embrace it and don’t hold back.
How did you approach the application process, and what strategies worked best for showcasing your work to the judges?**
I approached the application with intention, taking my time to answer each question thoughtfully. I focused on the areas where I had grown the most since my first application, especially in terms of the customer experience. I made sure that every platform—from my website to social media—was consistent and aligned with my brand. It’s important to show the judges that you’re always growing and learning, and that’s what I made a point to highlight.
What qualities do you think helped you stand out among other competitors in the awards?
I believe my dedication to continuous improvement and my focus on the customer journey helped me stand out. I wasn’t afraid to acknowledge areas where I had struggled in the past and took steps to address them. For example, I recognised that administrative tasks were taking up too much of my time and affecting my ability to provide timely responses, so I invested in support to streamline those processes. This allowed me to deliver a better experience for my brides. I think my willingness to adapt and grow, along with my commitment to creating a seamless and personalised journey for my clients, was key to my success. Showcasing my niche and a strong brand also helped me to stand out from others.
Not being afraid to Investment into my business, continuously learning and growing.
What should applicants focus on when preparing their submission for the awards?
Applicants should focus on alignment across all aspects of their business. From your branding to your customer experience, everything should reflect a clear and cohesive message. It’s important to show that you understand your clients deeply and are committed to serving them in the best possible way. I would also encourage applicants to take the time to reflect on their journey, celebrate their growth, and be honest about their challenges and how they’ve overcome them. It’s that authenticity that will resonate with the judges.
Do you have any tips for building a strong portfolio that will impress both clients and award judges?
A strong portfolio should showcase your niche. Don’t try to be everything to everyone—focus on what sets you apart. Make sure your portfolio reflects real brides and real weddings, rather than styled shoots, as this shows your ability to deliver in real-world conditions. Pay attention to detail—everything from lighting to colour coordination should be cohesive and reflect your brand identity. A portfolio that tells a clear story and highlights your expertise in your niche will leave a lasting impression.
If you have anything else you feel would be valuable to others, please feel free to share below!
I would encourage anyone entering the awards to focus on personal growth and not just the accolade itself. The process is an opportunity to take a step back, evaluate your business, and identify areas where you can improve. It’s a chance to push yourself out of your comfort zone, and that’s where the real growth happens. Whether you win or not, the experience will help you become a better version of yourself and your business. Surround yourself with a community of like-minded professionals, invest in your craft, and always strive to provide the best possible experience for your clients. That’s what will help to set you apart.
I think it’s important to understand that winning TWIA isn’t just about being an amazingly skilled bridal hairstylist—it's about offering a complete package to your brides. I think there’s a misconception that the awards are purely a styling competition, but it's so much more than that. The judges are looking at the full experience you provide, from how you guide your brides through the process to the care and attention you give to their journey. If you can demonstrate that you’re offering more than just great styling, and that you're truly invested in delivering an exceptional experience, you’ll be one step closer to standing out in the competition.