Swanky London is more than a beauty salon; it’s a community, and this is reflected in the two sisters who founded it. They offer various services, including mani-pedis, lash and brow treatments, clinical-led facials, and waxing, making it easy for clients to get multiple treatments done in just one appointment. They take care when choosing the products they offer, opting for toxin-free polishes and using homemade Himalayan salt scrubs and unique oil blends to ensure the highest quality possible. Swanky London is a salon that gives premium services and embodies the values of sisterhood, making it not just a salon but a community.
We caught up with owners Donia and Sophia Chrifi to talk about all things Swanky.
What was the original spark that led you to create Swanky together in 2011?
When we started, beauty didn’t feel like what it does now. It was dull, transactional, and honestly quite cold. You went in, got something done, and left. There was no sense of belonging, no warmth, no joy. Conversations felt forced or non-existent. Treatments were hidden away in cubicles and closed rooms. We wanted to change that completely. We wanted beauty to feel alive, open, shared — something you were part of, not just something done to you.
How did being sisters influence the way you built the business from the beginning?
Being sisters meant we built Swanky on trust from day one — trust in each other and in our instincts. We challenged one another constantly, but we were always aligned on values. Family energy shaped everything: how we treated clients, how we looked after staff, and how we made decisions. It never felt like a business first — it felt like something personal we were protecting.
Swanky has always been about more than treatments. What emotional experience did you want clients to feel when they entered your space?
We wanted people to feel seen. Held. Relaxed. Like they’d walked into a room where they belonged. From the very start, we wanted laughter, conversation, connection — not silence and awkwardness. Beauty should feel comforting, uplifting, and social if you want it to be. You could come alone, or you could come and instantly feel part of something.
Your founding slogan, “Love Yourself”, has evolved into “You Come First” for your fifteenth year. What does that shift represent?
“Love Yourself” was about permission. “You Come First” is about priority.
Fifteen years on, we’ve seen how stretched women are — emotionally, mentally, physically. The shift reflects maturity. It’s no longer aspirational; it’s a reminder.
For us, “You Come First” isn’t just about the moment you sit in our chair. It’s about the choices we make behind the scenes too — choosing less harmful products, protecting our clients’ long-term wellbeing, and looking after the health of the people who work with us every day.
For that moment in our chair, your life can wait. You matter first.
Trust and long-term loyalty are central to Swanky’s story. How do you build trust in an industry that can often feel transactional?
We believe trust is built through consistency — but also through care. We remember people. Their stories, their milestones, their preferences. At Swanky, no one is just a transaction.
Famous or not, every client is treated the same. Because feeling special shouldn’t be exclusive.
Clean beauty, handmade scrubs, and a no-drill / no-blade policy are core to your ethos. Why was integrity in treatment so important to you?
Because shortcuts always show in the long run — on nails, on skin, and on people. From the beginning, we made our own scrubs and oils in-house, openly, in the room. Clients could see how things were made and how clean everything was. Transparency mattered. We didn’t want hidden processes or harsh practices. Integrity meant protecting the client and the therapist.
You often describe Swanky as a community hub. What does community mean to you in the context of beauty?
Community means familiarity. It’s knowing names, stories, and life changes. It’s watching clients grow, bring their daughters, bring their friends. It’s therapists staying for years, not months. Beauty becomes the backdrop — the real value is connection.
Swanky quietly supports local schools and charities each year. Why was it important to give back without making it a headline?
Because real giving doesn’t need applause. Supporting our local community has always felt natural, not strategic. We do it because we’re part of these neighbourhoods — not because we want credit for it.
Looking back over fifteen years, what has changed most about you as founders?
We’ve grown alongside the brand. With time, we’ve become calmer, more confident, and less reactive, but our energy and work ethic haven’t changed. We still work hard, we still care deeply, and we still believe in enjoying what we do — even on the difficult days.
As Swanky evolved, so did its identity. Each rebrand marked a moment of clarity rather than reinvention. The most recent chapter brought a stronger, more confident visual language — a reflection of where we were as founders. More assured, more focused, but still fun, still human, and still very much ourselves.
What is next in the journey for Swanky?
Growth — but with intention. Protecting the heart of what we built while evolving how we deliver it. More spaces, more opportunities for our team, and deeper experiences for our clients. Always rooted in care, community, and trust.
For more information, visit Swanky London
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All Images Courtesy of Swanky London.