Ali Dawson is the owner of Aura, a beauty salon on Cheadle High Street. She has run the business for 6 years and is featured in Cheadle COG's "You've Been Cogged!" monthly profile series, which shares stories from local residents.
Career in Beauty
Dawson began working in the beauty industry at age 16 in a large salon in Ellesmere. She trained in hair and beauty but found herself drawn to the beauty side of the work. Before opening Aura, she worked on cruise ships and in hotel spas.
When establishing Aura, Dawson wanted the salon to welcome everyone. She noted that the business attracts a significant number of male clients, so a unisex approach felt important. The salon's design reflects a classy, timeless aesthetic.
What Matters to Dawson
Dawson's two major life achievements are having her babies and opening Aura. She reflects that while she regrets not spending longer on the cruise ships, she also wishes she had taken the risk to open the salon sooner.
During the Covid period, Dawson came to understand that she needs to work and be around people. She finds particular joy in helping others feel good and values the everyday moments, including when her husband visits the salon.
Outside work, Dawson is active at the Active Leisure Centre, where she does Pilates, swimming, yoga, aerobics, and fitball on Wednesdays.
Message to the Community
Dawson's advice to others is to take risks, focus on yourself, and never let anyone dull your sparkle. She encourages people to follow Aura's social media and engage with the salon's posts and videos.
