Arumi Health & Beauty: Seventeen Years of Continuous Digital Delivery

The Client

Arumi Health & Beauty is a professional skin care centre in Raynes Park, south-west London. The business offers beauty treatments and complementary therapies delivered by qualified therapists, alongside tailored packages built around each client’s needs. It is an appointment-led business: the website exists to get people through the door and into the diary.

The Engagement

Arumi has been a client since 2009. That is not a single project with a launch date and a handover — it is seventeen years of continuous delivery for an independent business whose website has had to keep pace with a web that changed underneath it several times over.

When the relationship started, the expectations of a small business website were a desktop layout and a phone number. Today the same business needs to load instantly on a phone, rank locally, and hand visitors off cleanly to a booking system. The site has been rebuilt and re-platformed across that span while keeping the same domain, the same brand, and the same point of contact.

What I Built

• A statically delivered front end. The current site is a Next.js build served as static output. There is no database to breach, no plugin stack to patch, and no server-side rendering cost on every visit — pages are files, and they arrive fast.
• A mobile-first layout. The overwhelming majority of local search for treatments happens on a phone, so the site is built for a phone first and scales up, rather than the other way round.
• Brand-led presentation. The centre’s existing identity drives the palette and typography, so the site reads as an extension of the premises rather than a template with a logo dropped into it.
• A clean handoff to booking. Arumi runs appointments through a dedicated salon management platform, with companion apps on the App Store and Google Play. The website’s job is to route visitors into that system without friction rather than to duplicate it — the booking engine stays with the specialist software, and the site stays fast and maintainable.

Why A Small Site Is A Hard Problem

Independent businesses get badly served by the web industry. The usual pattern is an agency build, an expensive page-builder stack, and then silence — until something breaks, the original developer is unreachable, and the whole thing gets rebuilt from scratch by someone new who does not know the business.

Arumi has never had that. The site is deliberately built on foundations a single engineer can maintain indefinitely: no bloated dependency chain, no proprietary builder lock-in, no monthly licence stack that quietly grows. When the platform underneath needed to change, it changed, and the business kept its content, its URLs, and its search presence throughout.

The Outcome

Seventeen years on, Arumi still has one point of contact for its web presence, a site that loads quickly on the devices its customers actually use, and a clear route from a search result to a booked appointment. The measure of success here is not a launch — it is that the business has never had to start over.