In 2010, beauty entrepreneur Noelle O’Connor was at a loss. The ‘Celtic Tiger’ had helped her Ireland-based beauty salon business boom, but when the 2008 crisis hit, O’Connor’s revenue dropped by more than 80%. With overheads remaining the same, and disposable incomes in Ireland rapidly depleting, her business soon went under. “High end beauty treatments were one of the first things to go,” O’Connor says.
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