Building a Successful Hairdressing Business
As a hairstylist, creating a thriving business goes far beyond great cuts and colours. It’s about standing out, delivering exceptional customer service, and crafting a personal brand that resonates. Here’s what I’ve learned from running Swanky Malone, a hair salon that’s been a staple of Jamaica Street, Liverpool, for over eight years.
The Power of Location: Leveraging Jamaica Street's Vibrancy
Jamaica Street has been a cornerstone of my salon's success. This trendy, artsy hub is renowned for its music and arts festivals, fashion-forward culture, and street art. While the location is amazing, it takes more than being in the right place to get noticed.
At Swanky Malone, we’ve embraced bold New York-meets-Vegas signage to capture attention. Consistent, targeted social media posts keep our name alive in the area’s buzzing online scene. Simple touches, like taking client photos outside for natural lighting, double as free advertising for passersby. These visual strategies spark curiosity and establish us as a recognizable fixture on Jamaica Street.
The Importance of Exceptional Customer Service
While aesthetics play a role in attracting attention, the backbone of any successful hairdressing business is customer service. In my experience, you don’t need to be the most skilled stylist to thrive—what matters is how you make your clients feel.
The Pillars of Customer Care
Manners: Always treat clients with respect and courtesy.
Perspective: Understand the world from their point of view.
Hygiene: Cleanliness of your station, tools, and yourself is non-negotiable.
A Smile: A warm demeanor instantly puts clients at ease.
Communication: Clear, honest, and consistent communication builds trust.
These elements combine to create an environment of comfort and professionalism, ensuring clients return time and again.
Social Media Marketing: The Modern Business Card
Social media isn’t just a tool for hairstylists—it’s an essential part of your brand. Platforms like Instagram, TikTok, and Facebook allow you to showcase your work, keep clients updated, and attract new business. Think of your social pages as today’s business cards.
Not only do clients get to see how up-to-date you are with trends and techniques, but they also get a platform to show you off to their friends and family. When a client shares your work, they’re giving you a powerful recommendation to their network. A strong social media presence increases visibility, builds trust, and turns happy clients into your best marketing tool.
Finding Your USP: What Makes You Stand Out?
Every stylist needs a Unique Selling Point (USP)—a technique, offer, or service that sets you apart. This could be a signature balayage technique, a loyalty discount, or even a creative pricing structure for specific services.
Your USP not only attracts clients but also encourages loyalty, helping you build a full calendar and secure your income as a freelance stylist. With a steady flow of bookings, you gain the stability to balance your home and work life while growing your reputation.
Take the time to identify what makes you unique, and don’t be afraid to market it. A clear USP can be the difference between being fully booked and struggling to fill your schedule.
The Impact of Communication: A Tale of Two Scenarios
Scenario 1: A Missed Opportunity
Your next client arrives, and you're 20 minutes behind. You’re flustered but ask them to take a seat without offering any explanation. Time ticks by. The client shifts uncomfortably, glancing at the clock. By the time you approach them, the floor is still covered in hair from your last client, and the gown you throw over their shoulders is less than pristine.
You rush through the consultation, distracted by how far behind you’ve fallen, barely making eye contact as you hurry them to the backwash. By now, the client feels like an afterthought—unimportant, unvalued. They may not say anything, but they’re already deciding whether they’ll return.
Scenario 2: A Professional Approach
Now, picture this: as your next client walks in, you excuse yourself briefly from your current client, greet them warmly, and acknowledge the delay. “Hi! I’m running about 10-15 minutes behind—are you okay to wait, or do you have somewhere you need to be?”
This simple interaction puts them at ease, giving them the opportunity to voice their needs. Most clients will be happy to wait or use the time to make a call or grab a coffee.
When you finish with your current client, you tidy your station, sweep the floor, and prepare a clean gown. By the time you sit your next client down, you’re calm, attentive, and ready to give them the experience they deserve. They feel respected, reassured, and confident in your professionalism.
MAKING Mistakes: The Power of Perspective
Let’s face it—we all make mistakes. Maybe your client is running late, or maybe it’s you who’s miscalculated your timing. It happens. What defines you isn’t the mistake itself, but how you handle it.
When things go wrong, ask yourself this: Would I rather salvage the situation, maintain my reputation, and earn the client’s trust—or risk disappointment and a bad review by turning them away?
The key is acknowledging the mistake as soon as possible. In my experience, this approach has gained me more positive responses than I ever expected. Clients value honesty and fairness. Treat others with the same patience and understanding you would want for yourself.
The Power of Understanding
Perspective is everything. We don’t always know what’s going on in someone else’s life. A client may be stressed, distracted, or simply having a bad day—and they might not share it with you. But understanding that everyone has their own challenges can help you develop a sense of calm and compassion.
By striving to understand each situation fully, you create an environment of trust and care that clients appreciate. Empathy, combined with fairness, is the cornerstone of long-term relationships and a strong personal brand.
Conclusion: Your Journey to Hairdressing Success
Running a successful hairdressing business is a blend of artistry, professionalism, and strategy. It’s not just about cutting hair—it’s about building a brand, fostering trust, and creating an experience that keeps clients coming back.
From leveraging your location and social media to defining your unique selling point, every element plays a role in your growth. Mistakes are inevitable, but how you handle them defines your reputation. Clear communication, attention to detail, and genuine care for your clients set you apart in this competitive industry.
At Swanky Malone, these principles have been the foundation of our success. By focusing on what makes you unique and delivering exceptional service, you can turn your passion into a thriving career.
What steps will you take today to stand out in your hairdressing journey? Let me know in the comments below or share your thoughts—I’d love to hear from you!