CREATIVE FORCE

mma Bushell closed her Banbury-based hairdressing business EMZ Hairdressing three times during Covid-19. However, she was determined to turn disaster into opportunity – so she set up a spiritual side business and retrained as a coach to help leaders connect with their sense of purpose.

Using her holistic therapy experience, her service House of Hearts supports women in hairdressing or beauty who have set up their own side hustles. ‘I’ve always changed difficult times into positive experiences,’ says Emma. ‘I turned my fear into strength and reframed things in a positive way.’

House of Hearts is just one instance in which the pandemic prompted salon and barbershop owners to change. Such businesses are now thriving, showing the importance of an adaptive approach. How did they do it, and how can you do the same?

Think creatively

‘The pandemic prompted many salons and barbershops to “shake things up” and think creatively about adapting their business models,’ say Simon Harris and Raymond Bottone, co-directors of MySalonManager, a business consultancy coaching company that works with 120 salons around the UK.

‘Some businesses began offering virtual consultations, while others provided mobile services (when Covid-19 allowed) or shifted to selling

‘During the pandemic, I made the best of a bad situation and used this time to overhaul my business.

‘I carried out a total shop refit, which helped keep my body and mind healthy, and picked up some new skills, like learning how to lay floors.

‘I also focused on learning new business skills, attending online courses and listening to audio books. I gained a better understanding of the financial side of my company, and now use the services of a “virtual” financial director.

‘I changed from the rent-achair business model to employing staff in response to their need for job security and stability, and introduced a four-day working week for a better work-life balance.

‘If you’re looking to adapt your business, I would recommend putting more emphasis on learning and developing business skills, and outsourcing things you don’t like doing or aren’t good at.’ products online or offering kerbside pickup. And some companies have come up with innovative solutions that will benefit them long after the pandemic is over.’

With salon and beauty owners cut off from their businesses during the pandemic, ‘people were prompted to think creatively about how to generate revenue and keep in touch with clients,’ says NHBF chief executive Richard Lambert. He says some owners diversified into retail or training to generate income and raise their profile, while others developed their social media use to stay in contact with clients and offer haircare advice.

Some businesses offered gift certificates to encourage loyalty and keep income flowing, say Simon and Raymond, while still more diversified into areas that fit with their core profession, such as hair loss or wellbeing services.

Seek new opportunities

‘I thought: I’ve got to do this now,’ says Emma, on establishing her new business. For 18 months, she made it work by living off savings.

Now that her salon is back in business, she devotes 50% of her time to her coaching work. ‘It’s still a risk, but I love that it’s my passion’.

For Keri Blue, a queer, nonbinary barber and short hair specialist based in Manchester, Covid-19 was ‘an opportunity to try new things’. During the pandemic, they established Human

First UK, a consultancy and philanthropic campaign to educate the hair, beauty and barbering communities on gender identity issues, and ensure people can find safe spaces within the industry. Keri was certain that there was a market for the consultancy thanks to their own experiences, as well as a survey that found that 97% of their LGBT+ clients prefer to have their hair cut in a safe, gender-neutral space. Their barbering business is also thriving, averaging eight new clients a week and offering a safe space that includes “turn from the mirror” and silent services. ‘I aim to make clients feel relaxed, and for their haircut to be a calm and enjoyable experience,’ says Keri.

Change gear wisely

Significant changes should not be made without consideration, and it is a good idea to do your research and consult experts, say Simon and Raymond.

To adapt to present and future challenges, Richard advises that you ‘really understand how your business works, and what impact any changes might have’.

‘Be clear about what you’re trying to do, who you’re trying to serve, and how

30% OF MEMBERS SAID THAT THEY INTEND TO GROW THEIR BUSINESS you could generate money and create value,’ he says.

‘Look at your business as a whole,’ says Keri. ‘See if you are treating your clients the way you would like to be treated.’ They also advise that business owners should ‘check if they are inclusive, have equality training in place, and are moving forward with current trends – don’t get stuck in a rut’.

‘Consider investing in professional development opportunities or taking online courses to stay ahead of the curve,’ suggest Simon and Raymond. ‘If something isn’t working, don’t be afraid to try something new.’

Adopt an ‘approach mindset’, advises Jess Baker, business psychologist and author of The Super-Helper Syndrome ‘This is to remain curious, interested and enthusiastic about your situation, exploring what you can learn from challenges and setbacks instead of getting stuck in a cycle of fear and regret.’

Confidence in your ability, a proactive attitude and a willingness to take risks are characteristics associated with start-ups or business owners, says Jess – but you also need to deal with setbacks or failure. She advises reframing any unhelpful beliefs: for example, instead of thinking ‘I’m a failure!’, reframe it as ‘the business has failed’.

Stay competitive

Businesses mustn’t be afraid to change if they are to stay competitive and move forward, says Richard. ‘Promote the value of what you do and make sure people pay the value of what you’re offering.’ (See page 48 for how to raise prices with confidence.)

44% INTENDED TO REMAIN THE SAME SIZE

Build the business you want to own, advises chartered psychologist Gillian Bond. ‘Not everyone wants a big salon or global business, or to be famous for their skills,’ she says. ‘Think about what you want to achieve and stick to that.’

She recommends doing an annual business review to see how your business has developed in relation to your plans. ‘Learn from mistakes and build on successes,’ she advises.

Resources

● NHBF guest blog – Back to business: nhbf.co.uk/7-things

● NHBF guest blog – The positive results of Covid-19 for the hair and beauty industry: nhbf.co.uk/ covid-positives

● She Means Business UK – A platform that supports, connects and links UK female entrepreneurs: shemeansbusiness.fb.com/uk

Be aware of client expectations, too. Consumers are increasingly looking for services based on individual client needs and preferences, say Simon and Raymond – as well as environmentally friendly products and services, as previously highlighted in salonfocus. Gender-neutral prices and services, inclusion and equality will also be crucial, says Keri.

‘Ultimately, shake-ups are necessary,’ says Emma. ‘If you don’t create and adapt, things stay the same. What’s more, if business owners do not adapt to market changes and new demands, they stagnate. This is a creative industry – if we’re not moving forward, our businesses won’t shine and staff will leave.’

Of course, costs are currently the most important area for business owners to keep an eye on and adapt to, says Richard. ‘You need to look at what you can do to add more value and generate more revenue.’

Top Tips For Diversifying

● Ask yourself if you have other skills that could be developed into new products or services.

● Understand how your business works and what impact any changes might have.

● Seek out resources and support, such as a mentor, business coach or network of fellow business owners.

● If something isn’t working, don’t be afraid to change direction.

Could effective employer branding be the answer to recruitment and retention issues?

WORDS HOLLIE EWERS