Alright – so today we’ve got the honor of introducing you to Zoe Miles. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Zoe, thanks for joining us today. Risk taking is something we’re really interested in and we’d love to hear the story of a risk you’ve taken.

I left all that I knew behind just over a year ago, and relocated to Dorset with my partner. I quit my full time job – and I set up my own business again, ploughing all of my savings into it. But this time without the support network of friends or family around to build it has been 10 times harder and brand awareness has been a key task for me to try and achieve.

So I’m trying new things like attending networking events and entering national awards, which doesn’t come all too naturally to me…. But I keep feeling the fear and doing it anyway!

By the end of 2024 I was a finalist in 7 different categories between the Beauty & Skincare Awards and the UK Beauty Awards, and was later approached by The National Beauty Trust to register. I’m also now an awarded National Top 10 PMU Artist out of 1000’s of entries at The 2024 Beauty & Skincare awards.

Safe to say – nothing changes if nothing changes. Taking so many risks over the last 12 months has been worthwhile on both a professional and personal level.

Zoe, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I founded The PMU Clinic in April 2024. I come from both a creative and academic background and studied fine art and biology at college. I gained my Bsc in Psychology in 2007, working in the mental health sector for over 10 years frontline, ultimately specialising with ex-service men and women with PTSD who were homeless.

After years of “side hustling” as a part-time MUA, in 2017 I decided it was time for a change, as I was suffering with burn out from working in the mental health sector. I subsequently gained my first permanent make up qualifications in Microblading and Eyebrow PMU & later qualified in Level 3 VTCT in Anatomy & Physiology and advanced dermal filler treatments in 2019.

Since then my skill set has evolved, and I’m now trained in Scalp Micropigmentation, and advanced treatments such as Polynucleotides & Microneedling. For many reasons, as time progressed, I found the niche of hair loss solutions impactful. Consequently I have now begun my qualification in Clinical Trichology, which I hope to have completed by the end of 2025, – which will be a proud and exciting moment for sure!

We’ll see what this year brings as I’ve been nominated for a 2025 award – this time around hair loss solutions. I’ve not made bad progress for a business that’s less than a year old, – but my focus for 2025 will be opening my new clinic and completing my qualification. Ultimately I really want to be able to take on pro-bono cases once a month and “do my bit” that way.

Let’s talk about resilience next – do you have a story you can share with us?

Absolutely. I actually gave up my 1st business, (hence The PMU Clinic was only founded in 2024) but I started my business journey in 2017..

I had just gained some momentum in 2020 and not long established my first limited company – ZM Aesthetics. But 2020 turned into the most traumatic year I have ever had the misfortune to experience, because in October 2020 my Dad took his own life.

Less than 6 weeks later I had letters from solicitors advising me that his wife (from whom he was separated), wanted to contest his will and also make a claim under a U.K. legislation known as the ‘1975 Act’. As a named beneficiary I was now a defendant by default. Whilst navigating my grief and absolute confusion, I endured 2 solid years of legislative battle before my Dads will could finally be put in probate as he intended.

Needless to say during that time – I was struggling myself. Both financially due to solicitor fees and mentally. I was on antidepressants, sleep medication and I wasn’t eating properly (at one point the pizza delivery guy knew me by my first name…)

Through sheer grit, I maintained my then full time job, in order to pay the legal fees. But I didn’t have the bandwidth to maintain my business at the same time. I called HMRC in tears, explaining my situation and a lovely lady at the end of the phone made the company dormant for me and it was eventually dissolved. I had to tell my clients I was no longer available and lost most of them.

Once all the legal back & forth was done in October 2022, I had reached another level of mental exhaustion. So my partner agreed to move to the coast with me for a fresh start and we relocated to Dorset in September 2023. I handed in my notice to my full time job and I’ve spent the last 11 months, finally healing – and starting my dream again. But I’m still very much a “work in progress” and adjusting to my “new normal”.

Consequently when it comes to professional visibility, I struggle. – I hate being in front of the camera as my own sense of identity is something I’m still unsure of since losing my Dad the way I did. It makes social media difficult as I’m constantly told “get in front of the camera” by social media managers and I just can’t do it. I have a mental block and I’m just not sure how to overcome that yet.

So I will continue doing it all the only way I know how for now. – One foot in front of the other.

What do you think helped you build your reputation within your market?

Transparency, correct prioritisation and a real focus on natural aesthetic outcomes. (My motto is “keep people guessing” – no one should know you’ve had work done!)

By correct prioritisation I mean, prioritising your clients long term health and self-esteem and not being in it for a quick buck. Sadly I see the alternative all the time in this industry, and it honestly makes me cross. My background working frontline in mental health & my personal challenges, makes me view my responsibilities as a business in this industry through a different lens. I never want to be the cause of someone’s confidence plummeting. So sometimes I say no. I explain why. And I’m happy to keep answering questions until a client is comfortable. I don’t believe in hard sales and I simply treat my clients as I would expect to be treated. I truly hope for the “butterfly effect” in their lives, as it’s amazing what a new found sense of confidence can bring!

Contact Info:

• Website: https://www.thepmuclinic.com
• Instagram: @thepmuclinic_uk