Isis Beauty Academy rebrands after receiving abusive telephone calls and 50 per cent decline in students

A successful beauty academy based in Walton-on-Thames, Surrey, has been forced to re-brand after receiving a barrage of abuse over its name. The academy was originally called the Isis Beauty Academy, named after the ancient goddess of re-birth. However, following the rise of the terrorist organisation with the same name, it will now be known as the Omni Academy of Beauty.

“We’ve been receiving phone calls from some people who’ve been rude and abusive, accusing us of being racist among other things,” says founder Carolyne Cross. “What’s more, several times a day, we’ve had local people taking pictures and posting the photos on social media with negative comments.”

The owner also blames the name for a recent drop in students: “I believe that negative connotations with the name has caused the 50 per cent drop in student numbers this term,” she says. “One new student even arrived with her parents in tow as they’d wanted to be certain we’re not an undercover grooming place for Islamic extremists.”

In June this year, an Ofsted inspection ranked the academy’s apprenticeship programmes as worthy of a Grade One – Outstanding. In the following month, the academy was awarded Best in Hair and Beauty at the annual Elmbridge Independent Retailer of the Year Awards.

The academy’s new name was unveiled by the Mayor of Elmbridge earlier this month.