2011 salon of the year 1: michael van clarke

Michael van Clarke's eponymous Marylebone salon was named the Salon of the Year at HJ's 2011 British Hairdressing Business Awards.

Michael believes that it is the aspirational nature of the salon that helped to earn the prestigious accolade.

What makes a great salon?

A driving force at the top, great premises and a great team. The truly great premium salons are rare, which points to the amount of consistent love and attention they need to be sustainable. In London, the top six have barely changed in 20 years though many have tried and failed to join this small elite band.

What makes you stand out from other salons?

I've always had a contrary streak so I tended to avoid things that everyone else was doing; that only leads to average at best. We took inspiration from many sources, primarily outside hairdressing. We followed no one and we weren't in a rush. That meant for most of our existence we were ignored by the industry as an oddity.

But we kept stepping up to be a little better all the time and suddenly people started paying attention. They couldn't argue with the fact that we are still successful and growing after 23 years.

Where our working methods had been laughed at, the industry now wants to know why intelligent clients pay up to £350 for a haircut and return every five weeks for up to 32 years; or why they fly 4,000 miles in a one day  for our 'Diamond Dry Cut'; or why our staff turnover is so low. They want to know how we keep our training standards high, and how have we managed to create such a genuinely effective product range.

I always feel like we are just at the beginning. We are still stepping up. We are only as good as we want to be and we want to be an awful lot better.

What are common weaknesses you see in salons?

• Poor design of circulation - salons designed with visual wow, but with no attention to how the client will feel in the space once their eyes have had the high; all drama and little substance.
• Using materials and equipment that do not wear well - buy cheap, buy twice.
• Lack of dress code
• Staff that care more about their face studs than their clients.
• Dumbing down instead of inspiring and leading up.

I see hairdressing as a very skilled profession; closer to a Harley Street Surgeon, a Paris Couturier, or top Architect.

When I look into salons and see staff with jeans hanging down showing their underwear and tattoos up to their bare armpits looking after a sober looking client I see a business with a short life.

What elements does a great salon need?

• An attractive, well-fitted clean space.
• An inspired, well-trained and attractive team.
• Committed leadership.
• Honesty and transparency amongst the team.

Can it manage without any of these?

Not if it's going to be great or last.

Why do you think that you won this award?

We've worked hard for 23 years polishing this jewel. It's not perfect yet and never will be, but each year it evolves into something better.

We have a beautiful space for the clients and a stimulating and exciting place for the team that's bursting with opportunity for them. It's our own Central London Dojo where we transform both our clients and ourselves.

Describe your salon in three words...

Welcoming, inspiring, fun.