Creative HEAD Ireland March/April 2020

THE BUSINESS EDIT
WHAT’S IN A
NAME?
LIFE
LESSONS
WHETHER IT’S ON a sign above your
shop or popping up as a tag on Instagram,
your salon’s name is the first time potential
customers encounter your brand – so it’s
important to get it absolutely right. But
how do successful salons pick a successful
salon name?
“Salon names are so important as they need
to convey your salon brand and image – they
need to describe what you are as a salon and
what you want clients to think about you,”
explains Leandro Santana Santos, owner of
Decode Hair by Leandro in Dublin. “This
is something that was very important when
choosing my salon name. Decode comes from
decoding client needs, and what I’ve learned
in my hairdressing journey is that we spend a
long time telling the clients how amazing we
are and very little time listening to what they
really want.
“At Decode we wanted to maximise the
‘decoding’ experience by getting details
and information from the client with a good
consultation that can avoid a lot mistakes in
future appointments.”
Michelle Grimes, owner of Maven Hair
Studio in Dublin, agrees that your salon name
will tell potential clients what they can expect
from your business. “What you call your
business is so important as it represents you,
your vibe, your position and how you want
to be perceived. I wanted something modern
and unusual but not contrived – something
that made people think or wonder about it,”
she says. “When I first opened my studio
I didn’t have a name for it. I was watching
America’s Next Top Model and someone on
it was described as a ‘PR maven’. I had never
heard the word before and when I looked up
the meaning I knew that it was exactly the
name I was looking for.”
HENSHÍN in Limerick also uses a name
that encapsulates the salon’s philosophy. “It’s
a Japanese word meaning transformation,
and our sustainable hair and make-up bars
encapsulate transformation as a whole,”
explains owner Gareth Bromell. “There are
the specific services we offer, and also the
way both hairdressers and clients now look at
being sustainable with products, services and
décor – transforming how we now approach
the hair and make-up industry.
“The name is important for a successful
business because we want the client to feel
like they are making a difference. It’s a
change for them personally, with hair and
make-up, and on a global level in terms
of sustainability.”
However, plenty still believe using their
own name for a business has the best impact.
The co-owners of Kelly Leung Hair Design
in Malahide took this approach as a starting
point, and made it their own. “Choosing the
name for our salon was one of the easiest
and quickest decisions my fellow co-owner
Beth Kelly and I made when we decided
to join forces,” says Emma Leung. “It’s
our surnames joined together – simple and
effective! We wanted something strong but
that didn’t point directly at us as co-owners.
My surname is unusual in Ireland so it stands
out and also makes my father very proud!’’
Sometimes salons change names, too.
Karine Jackson recently revised her business
moniker to highlight her eco credentials.
“When I started my business 16 years ago,
I decided that using my name was the best
choice,” she says. “We have recently updated
to Karine Jackson Sustainable Hair and
Beauty. It reflects the work I’ve been doing to
create a plastic-free salon with sustainability
at its heart.”
SARAH MASON
SARAH MASON PROFESSIONAL
Set and plan goals. I feel I
have double vision both as a
creative and a business woman.
While I am heavily involved
with Wella Professionals on
a creative level, I am also
involved in an organisation
called Network Ireland which
keeps me in touch with other
women in business.
Never ignore your instinct.
As clichéd as it may be, in
business you have to be
intuitive. I am in touch with
my surroundings, my team and
how I project myself to them.
Invest in your own education.
Right through my career that
has been the key to my success.
As a Wella Professionals Guest
Artist I like to offer all different
forms of education within my
teaching skills, but it’s vital
for me to seek education from
time to time to ensure I deliver
the best.
Surround yourself with
positive people. That for me
includes people who share
my passion. I am lucky to be
surrounded by a super family, a
super team and let’s not forget
my Wella family, who always
bring out the best creative
version of me. Energy is
extremely contagious!
CREATIVE HEAD IRELAND
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