.Are you getting repeat visits from the customers that have come back? If not, what is the issue? Are they going back to the salon they found in your absence? have their requirements changed, or have they got used to fewer treatments?
It’s never about price. If you can’t get your old clients back you need new clients. This is a marketing exercise.
Think carefully about the experience you offer and be realistic about where you sit in relation to the competition. No false modesty, what are you strong on - flexible hours, one to one boutique service, what are you weak on? Ambiance? Skill? Colour selection?
Be really clear in your mind about what you are offering. Think about the perfect customer for you. I don’t specialise in nails so I am really honest with myself about what I offer: classic favourite colours, excellent attention to nail health, great conversation, exclusive environment. My clients don’t really want/need amazing nails, they want an amazing experience and that’s a personal taste. I get the clients that love seeing me in my salon.
You need to do the same thing.
I’d lean into your Mum status. Find the Mums that want a bit of tlc and market to them. Think about what they need. Natural nails can break and have sharp edges. Dry cuticles can split and get infected from changing nappies. Gels or acrylics can have lots of advantages in maintaining a smooth edge and maintaining self worth.
A treatment from a fellow Mum that understands how hard it is to carve out time for yourself is a selling point.
An example of ways to add value. I have a client that I ask a couple of days before her appointment what colour she wants. Then I’m all set up ready for her. She has the pleasure of talking about the colour she’ll be having in advance of her visit with her friends and colleagues. She enjoys these conversations. So I’m adding value even when she’s not with me. I asked her recently whether she wanted me to buy her a new colour. She sent me some photos - ironically one of the colours is one I’ve got that she’s never wanted - so now I’ll be saying, look I’ve picked out one of the colours you asked for (and it won’t cost me a penny extra).
As you’re looking for new clients, charge what you need to charge. £22 sounds worryingly cheap. To me that price says “lacks skills, doesn’t have a good selection of colours, will be a crappy experience”. Charge enough to get the clients you deserve