Magdalena Jermakow | Newcastle-under-Lyme / UK

Some businesses are born from a business plan. Others are born from passion, consistency, and a heart that chooses people over numbers every single day. In these cases, customer loyalty becomes the greatest certificate of quality.

Magdalena Jermakow has been running Studio Effect in Queen’s Parade, Newcastle-under-Lyme, for 18 years. This place has stood the test of time and become a local brand with soul.

It is a place people return to – regardless of age or passing time- a place that, for many clients, has become a constant point, and many relationships have lasted for decades.

Magdalena’s clients have been with her since she visited them as a mobile stylist. Some came once and stayed for years. And it’s not just about hairstyles—atmosphere, trust, and exceptional attentiveness make Studio Effect a salon and a place of connection and relationships.

Magdalena manages a team of hairdressers and collaborates with independent beauty specialists daily. Her leadership makes the team cohesive and loyal. This consistency in quality, approach to people, and relationships attracts clients of various nationalities and backgrounds. Everyone feels welcome in this place.

Studio Effect has also been nominated for Staffordshire University's Small Business of the Year competition for its work and contribution to the local community.

It’s proof that small businesses have great power when real people and genuine quality stand behind them.

This is not just a recognition for running a business.

It is a tribute to entrepreneurship that builds relationships instead of ad campaigns, creates loyalty instead of temporary buzz, and endures—even when everything else changes.