Entering the world of session styling can introduce you to people you wouldn't normally meet, take you to places you wouldn't dream of visiting and see you creating work from simple commercial styles to avant-garde creations.
So what does it take to become a successful session stylist? Jamie Stevens, the resident hairdresser on TV's How To Look Good Naked, gives his top tips for working as a session stylist.
]]>These before and after salon shots demonstrate how much hard graft is needed to get the wow factor on the high street.
]]>Co-founder of Rush London Stelios Andrew, shares the lowdown on the new Baker Street salon in the heart of central London
What was the building used for before you took it over?
It actually used to be retail giants Marks & Spencer's head office.
How long did it take you to do the work?
Eight weeks in total, from start to finish.
How much did the new salon cost?
Roughly £400,000
Did you have any major dramas?
No, we have a very professional team who work on our salons, so they know well in advance what is expected of them and in what time scale. This site was empty so we also had easy, instant access.
What's your advice to anyone thinking of taking on a major project like this?
Before you even begin to start work, make sure you surround yourself with people you trust, knowing they can deliver your vision at the right price.
Planning is key to a successful renovation so don't leave anything to chance.
James Davis is the founder of Clay salon & spa, a new salon in Oxshott, Surrey due to open late 2009
What was the building used for before you took it over?
One was an interior design shop and the other was a beauticians.
How long did it take you to do the work?
It will have taken approximately four months. Mind you, I did have a solid three-man team there daily, so that made a big difference on the productivity.
How much did the new salon cost?
To date it has been £100,000 for both buildings, there is still another for weeks and there are always surprises.
Did you have any major dramas?
We needed a new water mains to be put in as the pressure levels were not strong enough, so for this we needed to get consent from the council and then pre warn the local businesses that the high street had to be dug up. It was a case of flowers and apologies all round.
What's your advice to anyone thinking of taking on a major project like this?
Always work out your costs and double it. This may sound extreme but this was a tip given to me by a friend in the building game, and it's proved really sound advice. Also, remember the internet is a huge tool for purchasing everything. I purchased most of my stuff online and saved a substantial amount.
However, try to remember the time is money moto and never waste too much time on this. Stop searching for the perfect item, as it probably does not exist. As soon as I am happy with something I go with it. Focus your time and energy mastering the experience you are trying to create for a client and forget about the issues that are not worth worrying about.
Andrew Slater from Andrew Slater Hairdressing in Malvern, Worcestershire, has recently transformed the salon he has owned for 20 years into a business that is triple the size
What was the building used for before you took it over?
When I acquired the business 20 years ago, the building was divided into three parts. One third of the premises was a salon, next door was an off-licence and upstairs was accounting offices. Then in 95 I moved next door into the former off-licence, then in 2003 I bought the entire building. Finally in April 2009 I converted the upstairs into a beauty salon, and the downsatirs is all hairdressing.
How long did it take you to do the work?
It was very quick and took just three and a half weeks. This was greatly helped by the fact that I had a salon design company work in the salon. They were truly excellent and made it possible to stay open throughout.
How much did the new salon cost?
The build cost £65,000 the rest was £15,000 for equipment and furniture.
Did you have any major dramas?
I was certainly expecting them, but no, we didn't. We had a brand new water system installed and changed from electric to gas, but it was no problem. The design team were so efficient. A professional salon design company can advise you on everything from lighting to flooring and their experience is invaluable.
What's your advice to anyone thinking of taking on a major project like this?
We didn't close down, but in hindsight we should have closed as it would have been less stressful. Really I should have taken all the staff away on a training course for a few days.
Do your homework. I planned this salon for more than a year. Wherever I travelled I looked for inspiration from stores, hotels, everywhere. * Get the right designer. Ask around and use a reputable company.
Use the opportunity to rebrand if you need to - we rebranded everything and it was worth doing.
You need a clear vision of how your salon will look. But ultimately, you can have the best vision in the world, but without a great team it will not happen.
More advice for updating your salon interior
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Malcolm MacNeil, managing partner of Ishoka in Aberdeen shares his view on the industry and some of the secrets of the company's success.
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What are the biggest issues affecting you right now and how do you plan to resolve them?
Recently, there's been a tendency for clients to leave a longer space between appointments. The majority of our clients used to rebook for six weeks' time, but are now holding back for a little longer. This is something we are addressing, but it has to be done in the right way. Our reception team always ask the client if they would like to rebook on departure. We recently called new and lapsed clients asking them to undertake a short phone survey about their re-booking pattern among other service-related questions. Although this has been very time consuming, it has been very productive as clients have asked to rebook during the call and we have not had one negative response to our questions.
Who do you admire in business and why?
Within the hairdressing industry Alan and Linda Stewart. They have such a strong business acumen, which they are happy to share with others and they really know the business of hairdressing.
What do you see as your unique approach to business?
Think big. We never saw ourselves as a little salon from Aberdeen; we wanted to be on a par with the big London salons on a business and creative level. We always strive to be the best. Our aim is for our standards and services to exceed the client's expectations and our benchmark is exceptionally high. We pay tremendous attention to detail - it's the little things that make a difference.
What's the best career advice you have been given and from whom?
It was from 365-founder Leslie Spears. We were part of 365 for many years and Leslie showed us how to focus on the entire business. You can never take your eye off the ball. The business is the whole business, not just the nice bits - it's the good and the bad. He was passionate about the industry and his passion and enthusiasm for hairdressing rubbed off on us.
What ambitions do you still have?
My ambitions these days are for my young team members. They are the future of Ishoka. Our management team, our stylists and our assistants are the ones with the drive and passion, the ones who want to continue what we started 21 years ago - this gives me great confidence in our future.
Has there ever been a crossroads in your career, what were your choices and did you make the right one?
Many years ago I was working and living in London. I had a great job with IBM and they wanted me to relocate to America. At the same time I was thinking about moving back to Aberdeen. It was a huge decision to make but I decided to move back to Aberdeen, a decision I have never regretted.
If you could change one thing about the industry what would it be?
I think the industry has really changed for the better over the past 15 years. Standards have increased across the board from training to service. The change has been really positive and hairdressing is now cited as a worthwhile and fulfilling career rather than something you did if you weren't good at school.
Leicestershire salon chain owner, Barrie Stephen, is a great believer in harnessing the power of social media to benefit your salon.
Speak directly with customers
Sites like Facebook offer businesses the chance to communicate directly with clients and allow them to speak directly back. Having an online company presence, other than a website, opens up the door for customers and potential customers to contact a business, express their opinions, offer feedback, and see what a salon is planning. Consumers now aren't interested in big faceless companies who don't communicate with their customers, but with businesses who interact, who are interested in individuals, and who show a personal side to their operations
Get connected
Facebook is the perhaps the most widely used social media platform in the UK, with potentially thousands of people able to see your page and learn about your work. Aside from a personal profile, create a profile page for your salon director, or a group page to highlight your salon, and use it as a canvas to promote your events as well as providing links to any press coverage you've secured. This is a great way to get information into the public domain, and to show users more than they would naturally see during an appointment. Add photos from press events, team training days, launches and awards ceremonies. Include a link back to your website, or to your online booking system in order to increase hits to your site, and thereby the number of booking conversions. For an example go to www.facebook.com/barriestephen
Get Tweeting
Twitter allows users to post updates about what they're thinking, feeling or doing. Like an instant messaging system, it allows users to send news which their followers then pick up immediately. Twitter gives business owners the opportunity to disperse breaking news about the salon as soon as it happens.
There are a variety of applications to monitor posts, known as tweets, but if you want to combine notifications of both Facebook and Twitter updates, Tweetdeck is a good option. Or stay up to date on the go by using an application for your phone. Tweetie is good for iPhone and allows you stay in contact with people all day. Keep your followers right up to speed by taking photos whilst you're out at events or shoots and then upload to Twitter via Twitpic. Post links to sites you've found inspirational or amusing, or start a discussion about your salon, trends for the new season or a new promotion. http://twitter.com/barriestephen
Don't forget Flickr
Flickr is perhaps the least known social media application, but is a great image and video hosting website. It allows users to share and tag their snaps, enabling other users to then search for images related to particular topics. It's a good idea to have a Flickr account, as it can hold an unlimited amount of photos, and can be an effective platform from which to show your salons, staff, events and product launches to a new audience which may not be plugged into Facebook. www.flickr.com/photos/barriestephenhair
Make time
Social media can really work to grow a client base, but it requires time to develop and reap the benefits. Set aside time each day to update the various sites with news and photos, and comment on other people's photos and posts so you get your name out there. Reply to tweets, follow people in your area, say what's on your mind, start conversations, and be sincere - social media is all about showing people you're approachable and willing to talk and is definitely a great way of getting new customers into your salon.
Find out more about how social networking can be effectively used in the hair industry here.
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The salon was designed to be as environmentally friendly as possible so an energy efficient water heater and under-floor heating was installed.
While the look encorporates a hardwood, antique bureau as a reception desk, which stands beside two period piece leather smoking chairs sourced from a flea market, to give a feeling of old meets new to create a welcoming environment with a boutique hotel feel.
The end result is a salon which not only appeals to fashion-conscious locals, but to anyone who wants an eco-friendly salon. "It's vintage meets contemporary," concludes Lorraine.
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Creating an environment your clients actually want to spend time in is a crucial part of running a successful hair colour business.
Uncomfortable chairs, no air-conditioning, bad coffee and dead plants in the window hardly make for a calm, luxurious environment.
Amanda Dicker from award-winning group The Chapel, which has salons in Tunbridge Wells, Kent, and Islington, London, agrees that this is crucial. "These days we don't just offer colour, our guests want more. You either choose to compete on price or on quality of service and experience.
"Be different from your competitors and you will stand out from the crowd.
"If you give the right experience your customers will pay more and you won't have to discount. Creating the right environment and atmosphere is crucial," she says.
]]> Amanda Dicker gives her top tips on creating a salon environment clients will happily spend time in....More advice on salon design
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A visit to the hairdressers used to be a necessity - to get rid of split ends, cover up roots or just get a long, limp style back into shape.
Nowadays, however, as well as it being an essential appointment every six to eight weeks, it is also a place where clients can sit back, relax and forget about shopping lists, kids and the stresses of life.
Talking about the latest trends at the styling station might be a distraction from reality, but there is one area that all salons can capitalise on and ensure clients really do relax and feel pampered: the backwash.
"I felt that with some imagination, it could be opened up to create an exciting environment," Says Jeremy. "I liked the mock-Tudor frontage and felt a mix of traditional and contemporary would work well."
While the interior is modern, the colours and materials used complement the exterior, with muted tones on the walls, and dark browns and natural colours throughout.
"I wanted to create a subdued and sophisticated ambiance," Jeremy explains.
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Fact FileName: HeadfirstAddress: 590 Harrogate Road, Leeds Owners: Jeremy and Sharon Farber Size: 1,679sq ft, over three floors Styling stations: 13 Budget: £100,000 Design: Charlie Hearn, CHD Salon Design Furniture: Ben Huckerby Design and CHD Salon Design Features: Mezzanine level, two-storey mirrors in reception, coffee bar.
Flooring: £7,000 |
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When Roberto Dicuffa decided he wanted to start his own salon in Oxford as a franchise of the family business the Andrea and Achille Hair Group, he had a clear vision of what he wanted to create.
"I wanted a light, relaxing environment, with a contemporary feel but keeping some of the classic features," he explains. "Our other salons will follow this style but will keep their own identity."
The team chose subtle shades for the main colour scheme - creams, browns and forest green. "We are planning on having this decor for a few years so didn't want to be too funky as it can date quickly. Keeping it neutral means we can add other colours through ornaments, cushions or pictures," Roberto explains.
The 1,076sq ft salon benefits from huge front windows, which flood the salon with daylight. The rest of the salon is lit with simple halogen lights and a large feature chandelier.
Roberto is delighted with his contemporary salon and is most proud of the finishing touches and the attention to detail.
"Many hairdressers wouldn't bother with scented candles or small touches, but I think it makes so much difference and our clients love it," he concludes.
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Who better to ask than the finalists of the Salon Team of the Year at the British Hairdressing Business Awards?
Dawn Reilly of Balmain, who sponsor the Salon Team of the Year asks:
]]> Michael Van Clarke, Michael Van Clarke*"What are the three most important elements to creating the perfect salon team?"
Sean Hanna, Sean Hanna
Wil & Shannon Fleeson, Rainbow Room International, Glasgow
There are many essential elements to creating the perfect team but I believe these are the three key ingredients.
With good, strong leadership, the team will be passionate about their roles, their fellow team members and clients. Clear communication means that everyone understands what the common goal is and will aim for this together. This is what being part of a team is about.
Jen & Tony Deighton, Toni&Guy, Sunderland
Ian Hendry, Maxwells Hairdressing & Beauty
I believe the three most important elements to creating the perfect salon team are:
* Michael Van Clarke's London and Bridal teams have both been shortlisted as finalists for the Salon Team of the Year Award.
More Advice for Creating a Perfect Salon Team
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The finalists of the British Hairdressing Business Awards Salon Design of the Year Award have all managed to create something that stands out from the competition with their salon interiors.
Their knowledge and experiences make them the perfect people to advise anyone considering a redesign.
So, Andy Colbourne of Aston & Fincher, sponsors of the Salon Design of the Year Award, quizzed them on your behalf.
]]>"If a salon cannot afford a total refurbishment in this tough trading climate, which area of a salon would you recommend people to invest in. What would you do and why would you do it?"
Steve Connell, Zappas
Sean Hanna, Sean Hanna
When designing a salon I always try to find some USPs - something that can differentiate you from the competitors - if you couldn't afford to do the whole salon, try putting the salon into separate zones - styling zone, colour zone, backwash zone etc - so then, for example, you could create a new and unique backwash zone without doing a complete salon refit - this could give your salon a new and fresh feel while perhaps introducing something 'unique' into your salon design.
Lisa Shepherd, Lisa Shepherd Salons
"If you don't have the budget to do a full refurbishment, you could give your salon an all-over really good spring clean, replacing anything that is broken or small things that can easily be updated - perhaps new mirrors in the bathroom, new light fittings, new cups and saucers, or a new coffee machine, new magazine racks. Throw out all old tatty magazines and buy fresh newspapers daily. A lick of paint can give a fresh feeling to a salon.
Trevor Sorbie, Trevor Sorbie
Firstly, you have to ask whether the refurbishment is intended to 1) attract more new clients, 2) retain existing clients, or 3) retain and attract staff? To attract new clients, the external image of your salon is important, with immense attention to detail. To retain existing clients, preferably take professional design advice, and ensure at the very least, you have provided comfortable backwash units and styling chairs. If you have any money left, consider a low cost re-paint and maybe some new indirect lighting to create a relaxing atmosphere. Then consider thoroughly updating the toilet areas if needed, as these areas are very often neglected. For team retention, make sure that their rest areas are bright, clean, and tidy, with simple refreshments available to them. It doesn't have to cost the earth, but a little investment here goes a long way towards goodwill between you and your team."
Tina Mack, MACK
If your primary aim is to improve the interior of the salon we have found that it is paramount to concentrate on the small details. Ensure that floors are kept spotless, units are regularly polished and products are stored neatly. Look for obvious repairs, such as cracks and dirty, colour stained walls. These may seem like minor aspects but suggest to your clients a lack of care and respect for your working environment. To attract new clients it is essential to concentrate on the exterior of your salon. Take a step back from your salon and look at it from a client's perspective, would you want to book an appointment? Does the exterior connote a professional and contemporary establishment? The salon reception area is also a great place to concentrate on when refurbishing your salon. It influences the client's initial perspective of the salon and should be visible from the salon exterior. By changing the smallest details you can ensure your salon not only attracts new clients but provides loyal ones with a fantastic salon experience from the moment they arrive to the moment they leave.
More Advice About Salon Interiors
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When it comes to the creative side of the hairdressing business, the key mantra is 'never stop learning', and it is just as important philosophy for the business side too.
With this in mind, we have asked some of the brightest business brains - the finalists of the British Hairdressing Business Awards 2009 - to share their wisdom.
Here Linda Evans of TIGI, sponsor of the Retail Salon of the Year category, asks:
]]> Michael Van Clarke, Michael Van Clarke"To what extent do you feel that retailing enhances the professionalism of you and your team and what are the 3 key benefits that retailing bring to your business?"
I feel the three key benefits are:
George Phouli, Rush London
Retail is an integral part of any salon business and adds another dimension to your client's overall salon experience.
There are many benefits of retailing, including:
Jason Brierley, Hair @ Jibe
Providing our guests with a first class professional aftercare service is vital to our business as it portrays a professional image of both our staff and our salon as a whole.
Three key benefits of retailing are:
Chris Amos, Chapters Hair
Retailing provides the framework within which we build a trusted advisor relationship with our clients from initial consultation through to the moment they book their next appointment on leaving the salon.
Key benefits of retailing are:
Paul Shakeshaft, Yazz Number One Hair Studio
Retailing enables the team to offer a complete service to all of our clients from entering the salon until they come for their next appointment - after care is as important as the experience they receive in our salons.
The three key benefits of retailing are:
Akin Konizi, hob salons
Retailing is a must within our salons. To ensure our clients receive the 'hob experience', conditioning treatments and home care products are offered to all our clients.
The three key benefits that retailing brings to our business are:
Measuring 4,000sq ft, it was a stunning salon for clients to visit and staff to work in, but Ken wanted to expand another 2,500sq ft and that refit cost him another £300,000.
"I loved my salon how it was, but I wanted to create a haven of quality, luxury and indulgence with beautiful light and plenty of space," says Ken.
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Fact FileName: Ken Picton SalonAddress: 8 Mermaid Quay, Cardiff Bay Owner: Ken Picton Size: 6,500sq ft Length of time in the premises: Nine years Staff: 40 Styling stations: 36 Budget: £300,000 Financing: Self and bank Design: Ken Picton and Blu Orbit Furniture: Welonda, bespoke Features: High-gloss floor, refreshment bar, relaxation area. Budget BoxFlooring: £40,000Fixtures and fittings: £95,000 Electrics, air conditioning and plumbing: £40,000 Backwashes: £19,000 Building work: £95,000 Reception/waiting area: £11,000. How to Achieve the LookFurniture: Welonda - 01256 320202Design: Blu Orbit - 020 8875 2343 |
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So when a new build on the site of an old car dealership became available in a conservation area of Chelmsford, Essex, they jumped at the chance to turn it into a spacious and beautiful salon.
The pair transformed the empty 2,400sq ft in just nine weeks introducing a clean and neutral colour scheme, with polished ivory floor tiles complementing the neutral walls and ceilings,
In contrast to this, the furniture is finished in walnut and stainless steel for added texture while opaque glass and the slate feature walls add to the salon's sophisticated appearance.
There are 25 styling stations in total, 16 for cutting and styling in the main area of the salon and nine situated in the colour area, which are positioned near the backwash. Each station has a full-length mirror framed in frosted glass partnered with a black leather styling chair.
Andrew and Tina are delighted with the results and he says: "We wanted it to be similar to our Wharf salon but functional and beautiful in its own right. Thanks to our extensive research, I think it is exactly what we have achieved."
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Fact FileName: MackAddress: 145 Moulsham Street, Chelmsford, Essex Owners: Andrew and Tina Mack Size: 2,400sq ft Styling stations: 25 Budget: £350,000 Design: Melvyn Allen Design Furniture: Melvyn Allen Design Features: Secluded backwash area, large reception area with seating and Mack café bar area, luxurious bathroom facilities, contemporary design shop area and product display units, triple aspect frontage.
Shopfront and fascias: £20,700 |
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As male clients continue to grow in importance to the professional salon and barber, it is important to actively identify the type of male client a salon wants to attract and why, says national sales manager for American Crew UK, Roger Snelling.
There is a lot more to men than many media clichés and stereotypes suggest. For example, 60% of guys are not interested in being labelled 'metros' or 'retros'; they live by a more traditional set of standards.
]]> Here are some suggestions on identifying and attracting your male client base.
