Passion is a wonderful thing, but only when it’s combined with strategy does it pay the bills! I decided early on that if I was going to build a salon with substance, I needed to be grounded in something I knew better than most. I needed something that I had expertise in to the highest level, whilst also giving me creative fulfilment. For me, that something was blonde.
Blonde keeps me energised as a creative and it keeps me invigorated as a businessman. I want to show you exactly how there really is no such thing as a ‘dumb blonde’ business; I promise it’ll be one of the smartest moves you can make!
I fell in love with blonde early on in my career. Whilst working with Umberto Giannini, I learnt that perfecting a clean blonde was the elusive ‘golden goose’ for my future business aspirations. Acquiring that skill so early on and repeating it so many times (I must be 50,000 blonde consultations in by now!), has served not only me, but my team and my salon too. So much has changed in 30 years, but there’s one thing that hasn’t: lightening services. This has always been where you can charge big money in the salon… but only as long as you deliver big results!
For us, blonde isn’t just a service; it’s at the core of our business, our values and our messaging. Specialising in blonding has allowed us to differentiate ourselves from competitors, ensuring that every aspect of our salon reflects this expertise.
Blonde services make up almost 50% of our business. This focus is intentional and strategic; it guarantees that our reputation as a blonde specialist is not just maintained, but strengthened. We integrate this specialism into every area of the business, including:
I would urge salon owners and stylists everywhere to really focus and lean into what they love. Pick a specialism that reflects your passion and your profit potential. When you find an area of hairdressing that really excites you, it becomes infectious! It will inspire both your team and your clients; they’ll just want to be a part of it. Nothing is more infectious than being around someone who has genuine and authentic passion! Whether it’s blondes, vivids, hair up, bridal hair, cutting, fringes, curly hair… identify what fuels your passion and lean in.
Build your entire brand around that specialism, from team training to the products you work with. The more consistently you communicate around one particular area, the more you’ll be recognised for expertise in that area. Products play a big part in this for us, which is why we use and retail BLONDME. Having a specific range for our blonde clients adds to our expertise, further building trust that we are the blonde authority.
I can already sense you worrying about putting off the non-blonde clients… but trust me, it doesn’t! Yes, 50% of my clients have a lightening service, but that means there’s the other 50% who don’t. And these clients still take on board all the messaging that reinforces us as the experts in their care, colour and customer service.
Lastly, it’s vital to keep innovating within your niche to stay relevant and respected. That includes things like keeping on top of celebrity trends, TikTok fads and any new language around your chosen specialism. If you want to position yourself as a voice of authority, you need to know what the conversation is, and you need to have an expert opinion on it. Within this, it’s really important to keep your education up too. Always make sure you’re consistently training yourself and your team to be fully in the know on all the latest product developments and techniques.
Remember, investing in yourself, your skills and your team is also investing in your bottom line. So, choose the place you want to grow your business and plant your feet firmly right there…
