Ali Dawson - You've Been COGGED!
"You've been Cogged!" is our monthly feature that offers insight into someone else's life, letting us hear their stories and learn more about them. Alorah, our You've Been Cogged! writer, met with Ali Dawson, a High Street Beauty Business owner and a true Community Champion. Here's what Ali shared with Alorah...
Describe yourself in three words.
Inspirational, hard-working, determined.
Be your own kind of beautiful. Be confident. Be unapologetically YOU. Ali Dawson
Are you a member of any groups?
My Active Leisure Centre. I do Pilates, swimming, yoga, aerobics, and occasionally the strength and conditioning class. Oh yes, I also do fitball on Wednesdays.
What's been your work journey so far?
I’m a beauty therapist. I've owned my own salon - •• Aura•• on the High Street for 6 years. I’ve worked on cruise ships and hotel spas. I started at age 16 in a big salon in Ellesmere. I trained in hair and beauty originally, but preferred the beauty side.
What were your thoughts about painting Aura in the stylish colour it is today?
We wanted it to welcome everyone, as we get quite a lot of men coming in too, so we felt a unisex vibe was important. A classy look that wouldn’t date.
How do you start your day?
Swimming or Pilates.
What makes you smile?
Everything really! I love the feeling of helping make people feel good, and when my hubby walks into the salon.
Name three things you can’t live without.
Moisturiser. Exercise classes. Lipstick.
What’s your proudest moment?
I’ve two: having my babies and opening my own salon, Aura.
What’s something you regret?
Not spending longer on the cruise ships, but then again, not having the courage to take the risk of opening Aura sooner.
What’s the most valuable lesson you’ve learned from a difficult time?
During Covid, I came to understand about myself that I do need to work; being around people is so important for me.
If you could give your younger self a piece of advice, what would it be?
Take risks, focus on yourself, and never let anyone dull your sparkle.
What are your greatest strengths?
Seeing the good in everyone and everything.
What are your biggest weaknesses?
Believing everyone is good.
What keeps you motivated when things get tough?
The salon. Building my family’s future happiness. Holidays, I like to have something to look forward to.
Local questions:
What do you love about life in Cheadle?
Everywhere I go, I know someone and always stop for a chat.
What’s disappeared that you would bring back immediately if you were mayor?
The bustling market I remember, both inside and outside.
Likes and dislikes:
Which song can you listen to on repeat and never tire of hearing?
Stevie Nicks, Edge of Seventeen
Who do you most admire - who’s your hero?
Marilyn Monroe has always inspired me — not just because of her iconic beauty, but because of the confidence, femininity, and individuality she represented.
She showed the world that being glamorous doesn’t mean you have to be perfect. It’s about owning who you are, embracing your femininity, and having the confidence to be yourself.
For me, that’s a big part of what Aura Salon is about. I want every woman who walks through our doors to leave feeling beautiful, confident, pampered, and the very best version of herself.
Marilyn had that unforgettable “something” — and I love bringing a little bit of that old-Hollywood glamour, sparkle, and confidence into Aura.
Who makes you laugh?
My husband.
What's for dinner?
Roast, love a traditional dinner.
Books/films/music?
Sound of Music. I watched it at my gran's. I love a musical.
Thriller, I love Michael Jackson.
Annie - favorite, favorite film I’ve watched a million times.
What’s your greatest motto to live by?
Positive thinking.
Shameless plug:
You have 30 seconds to tell our audience about something dear to you that they can help with – go!
Social media. I do lots of posts and make fun videos; it’d be great if you could give us a like.
Ali Dawson - You've Been COGGED! - created 30th September 2026
