After working on Harley Street, Jamie Curtis launched her own business in the North East. Despite growing competition, she remains committed to quality, investing in advanced technology and turning patients away when necessary. Since opening her Monkseaton clinic in 2023, Jamie continues to lead Mo Aesthetics with her vision.
Tell us a bit about your career
I started my career in dentistry at 17 in 2002. I worked at some of the most prestigious private practices in the UK, including those on Harley Street in London.
I always wanted to set up my own aesthetics business and became a recognised skincare specialist. So in 2018 I established Mo Aesthetics, which I ran alongside my dentistry services.
How has Mo Aesthetics developed since 2018?
When I started, my aim was to bring Harley Street treatment and skills to the people in the North East. I offered injectables and skincare but in the last 5 years, I’ve partnered with 3D Aesthetics, an award-winning machine technology company. I’ve invested in the UK’s number one facial that’s loved by celebrities, the 3D-Hydr02 Facial Machine, which has led to further investment in the 3D Dermaforce, 3D HiFU and the 3D Visage Scanner.
I also spent a few years developing my own skincare but in early 2024, I decided to partner with Alumier, an award-winning, internationally recognised, medical-grade skincare brand. They have extensive products I can use with clients to treat various skin conditions. Partnering with Alumier has been the best business decision for me, and it’s opened a lot of scope for referrals It has allowed patients to continue their top quality skincare at home, which is so important.
Why did you decide to open your own clinic in Monkseaton?
I started in a small treatment room with a vision of how I wanted my patients’ journeys to be from entering the building. I wanted to have control over that whole experience.
I was an estate agent’s worst nightmare as I spent ages looking for the right premises. I knew what I wanted and I didn’t want to compromise.
When the space came up in Monkseaton, I knew it was right for me.
I’ve been able to create a modern, comfortable and calming environment for patients while delivering advanced services and treatments to a high standard. By opening my own clinic, Mo Aesthetics feels more established and I now want to drive the business forward.
How did you find setting up a business – did you seek support from anyone?
Because of my medical background, I was fortunate when I started that I was surrounded by professionals who could support me.
But as a business person, you’ve got to be a marketer, accountant and legislator too. These were things I’d never done before so I went to The Business Factory in Wallsend for advice. I really benefited from chatting things through, and they help me with training and workshops.
As an industry, aesthetics often gets a bad press. Do you think this criticism is justified?
The problem with aesthetics is that it’s an under-regulated profession. Believe it or not, there is no governing body. Someone can take a one-day course and start injecting Botox in someone’s face.
Understanding the anatomy and physiology side of things is so important when you’re doing aesthetics but you can’t possibly learn that from a day course. I’m often doing corrections for work people have had.
Because of the lack of regulation, it’s also a saturated market. Clinics are popping up on every corner or people are doing aesthetics from their home. They’re all trying to compete for business and I see offers for Botox for £99. That rings alarm bells because I know I can’t buy Botox as a product for £99. So, what are they actually injecting? What toxin are they using?
I think a lot of medical professionals would agree that at some point it’s gone wrong, and that’s why I absolutely welcome more regulation in the industry.
I pride my business on the motto ‘medical treatments by medical professionals’.
It’s great that you support more regulation but, in this current climate, how do you ensure you offer the right services to clients as safely as possible?
My medical background sets me apart. As a dental professional, I have undergone years of higher education before I went into aesthetics. I’m still registered and regulated by the General Dental Council, which dictates how I run my business.
It’s also important to me to move with the times when it comes to new technologies. Things have changed leaps and bounds since I began in dentistry and aesthetics. By investing in the latest technology, I can offer the best services in the safest way.
How have you built your client base?
Mainly through word of mouth and referrals, but social media has also driven a lot of business and so I’ve had to learn how to be better at that.
I’ve also been very selective about the people I work with.
Your patients have to fit with you – it’s not just about saying yes every time. You have to have the confidence to know who your ideal patient is so that you can deliver the best service for them.
Mo Aesthetics is about making subtle enhancements. You’re still you; it’s just a better version of you.
I’ve had to find clients who understand that. For example, one of my first potential clients said to me, “I just want to have the biggest lips possible”. I had to explain I wasn’t the right injector for her.
It’s heartbreaking to turn away customers, especially when you’re starting out, but I knew I had to build trust.
How would you describe a typical Mo Aesthetics client and what results can they expect?
I work with people from 21 to 83 years old.
It’s not about quick fixes. I take people on a journey. I’ll take the time to understand their skin, and find what works for them, using the latest technology and the best skincare products that make subtle enhancements.
For those in their early 20s, it tends to be more about skincare and using Alumier products to treat things like hormonal acne and skin conditions to help them feel more confident.
A lot of clients come to me in their 60s and say, ‘Oh, I’m past skincare; I need a face lift’. But I reply, ‘Let’s look at what’s going on with the skin first and get you on a good skin care programme’. They might then move onto skin booster injectables, but they might not. The key is that they trust your advice.
My oldest client is 83 and she’s incredible. If you met her, you’d never think she’s in her 80s but that’s because she looks after her skin. She has treatments and she carries on her skincare at home.
It doesn’t matter what age you are, there are things that can be done. If you’re in your 20s or your 80s, everyone deserves to feel good.
What are your future plans for Mo Aesthetics?
I want to extend my services and my next investment will be in Laser Skincare and advanced Microneedling treatments.
A lot of people also get in touch wanting to work with me but I say no as, at the moment, I want to stay in control of my patients’ journeys, which are based on me and my services.
Would I love to expand and bring in other services at some point? Yes, but it’ll be about bringing the right people into the business at the right time.
On the regulation side of things, aesthetics as a profession is due for a shake-up, and when that happens, it might open up different markets for me.
But at the moment, when it comes to Mo Aesthetics – I’m the face they see and the face they trust.
Mo Aesthetics is based on Crawford Place in Monkseaton. For more information, visit www.moaestheticsskincare.co.uk
