The Link Issue 39

ISSUE 39 FALL 2021

Let's Get Down To Business B Y H A I R R E S T O R AT I O N S P E C I A L I S T S | F O R H A I R R E S T O R AT I O N S P E C I A L I S T S

contents 20

5 Be The Brand and Sell Yourself You are the brand. Be it. Own it.

5 9 13 15 16 19 20

Expanding Your Hair Replacement Business Is it time? At some point you have to decide: Is it time to expand?

Be The Brand and Sell Yourself Curating Your Business Brace Yourself: Your Belief In Yourself Is Your Best Asset If You Want To Motivate Your Staff, Empower Them Management Must-Haves Creating Your Own Mission Statement Expanding Your Hair Replacement Business

23 26 28 32 34 36 38

23 To Own Or Lease, That Is The Question Three industry experts share their perspectives on owning or leasing.

To Own Or To Lease, That Is The Question This Ain't Barbie Hair: Alternative Hair Fibers and Curling Instruction Is Alternative Hair 'Reel' Magic?

Reach A Younger Audience Ransomware: The Exploding Threat To Small Business Welcome New Members AHLC Academy: AHLC MEMBER SPONSORED EDUCATION

THIS ISSUE MADE POSSIBLE BY THE SUPPORT OF THESE ADVERTISERS | PLEASE SHOW YOUR SUPPORT IN RETURN

THE LINK MAGAZINE

3

contributors ROXANNE CONVERSEWHITING

MICHAEL SUBA PRESIDENT CONTINENTAL HAIR

THE SALON HAIR REPLACEMENT BOUTIQUE

JERRY HOLT

JAMES TODD

PAUL ALBEE

CATHERINE CRUM

AHLC CONTRIBUTOR

SENIOR RESEARCH AND DEVELOPMENT MANAGER AND EDUCATOR INTERNATIONAL HAIR GOODS

CEO DIMPLES USA

MANAGING PARTNER ATS DESIGN GROUP

THE LINK STAFF The Link Magazine is the official, quarterly publication of the American Hair Loss Council. The Trade Association Serving the Hair Restoration Industry. For advertising or contributing editorially, please contact us: THE AMERICAN HAIR LOSS COUNCIL 222 Everbright Avenue, Franklin, TN 37064 615.721.8085 or info@ahlc.org

4

THE LINK MAGAZINE

Publisher: Janine Farro Editor: Kelly Carson Editorial Committee: Paul Albee, Lisa Ferestad, Kelly Nemitz

AHLC Board of Directors

Joseph Ellis, President Susan Kettering, Executive Director Marsha Scott, Past President Janine Farro, Administrator Randy Clark, Board Member Elect

LENNY VENTIMIGLIA

LESLIE ROBINSON

JEANNE BEIRNE

STACEY HANDEL

MANE IMAGE HAIR

PRESIDENT ATLAS DIGITAL

CEO AND FOUNDER TABENGIN CONSULTING

RANDY CLARK

RANDY CLARK AND ASSOCIATES

GARDE BIEN SPA SALON, INC.

SUBSCRIPTIONS Subscriptions to The Link Magazine are mailed FREE to AHLC members within the continental U.S. International members are provided digital copies. Please contact us for additional shipping rates if you are an AHLC member outside the US and wish to receive a printed edition.

To become an AHLC member or renew your membership please call 615.721.8085 or log on to AHLC.org.

LEGAL STUFF The opinions expressed in The Link Magazine are those of the authors and may not reflect the views of the AHLC. Advertisements in The Link may not reflect the beliefs, opinions or attitudes of the AHLC and do not imply endorsement. © 2021 The American Hair Loss Council, All rights reserved. Reproduction in whole or in part without written permission is prohibited.

Be the Brand and Sell Yourself Michael Suba, President, Continental Hair, Toronto

Many years ago there was a moderately funny movie called “Caddyshack” starring Chevy Chase, who was funny for 15 minutes. He was probably upset that although he got top billing, the movie was stolen by funnier actors like Bill Murray, Ted Knight and Rodney Dangerfield.

But he did have one bit of advice that was worth noting. “Be the ball, Danny.

Be the ball.” And no, its not the same as “Use the Force.” For business, it translates into “Be The Brand, Danny. Be The Brand.” You are the brand. Be it. Own it.

Jealously guard it.

My first exposure to this angle of marketing goes even farther back. In the 1970s there was a phenomenally successful men’s hairpiece wholesaler called New Man Hair. My father was the distributor for them in eastern Canada.

He also retailed them in his Toronto salon, Continental Hair. I remember he had a large sign in the front window with their logo. It lit up so there was no way you could miss it. I still remember the names of the synthetic stock units — The Adolfo and The Triumph. It was a great time to be in the business as these things were flying off the shelves.

But I remember when my father got a visit from someone from the head office. I was only about 15 at the time but my dad would insist I sit in on these business meetings. I guess he thought

I would absorb something through osmosis. These guys knew their stuff.

More pointedly, they knew my dad’s stuff. They had his sales figures for every month since he signed up with him. They were pleased at the initial sales growth but his performance had plateaued (their word) at 400 units per month. They wanted to know what could be done to help him do better” Then my father realized that he was not working for himself. He was working for them. He had taken the bait that there was easy money in selling their brand, and now he was hooked. If he wanted to keep those easy sales he had to concentrate more on selling their brand, not his own. He had clients that had grown accustomed to seeing the New Man label in their Triumphs and he had grown accustomed to the extra markup he got as a distributor. He was stuck. He had to spend more time and money doing “educational” seminars and visiting other studios to keep those numbers going up. He had less time for the other lines that Continental Hair carried with his own labels.

The other side of things is that actual clients can play dealers off against each other. “Oh, I can get it $X.00 cheaper over at Whathisname’s Place.” So suddenly you are not just competing with your competitors but your “partners” as well. This is natural because the client is doing what the client has been told — to buy this brand.

CONTINUED ON PAGE 7 THE LINK MAGAZINE

5

Modern Hair Loss Solutions

STYLE YOUR HEAD WWW.HAIRSKEENUSA.COM INFO@HAIRSKEENUSA.COM - TEL: +1 (833) 403-1272 HAIRSKEEN USA - 34 LINNELL CIRCLE - BILLERICA, MA - 01821 I HAIRSKEEN EUROPE - 13 RUE WASHINGTON, PARIS

CONTINUED FROM PAGE 5

In this sense, you are just a salesperson.

There is nothing wrong with being a salesperson but most entrepreneurs see themselves as having a bigger role. So by going for the quick and easy marketing strategy, my father did make some money but he had also painted himself into a corner. Of course, those of us of a certain age remember what happened: New Man cratered due to a partnership “dispute” and was bought out by a company that decided it was going to sell direct. It terminated its dealers” So that, as they say, was that.

The third side of this that can prove disastrous is with your staff. If and when a technician leaves to start up their own studio your supply lines are clear as day. A quick phone call and all of our clients can be looked after by the once-loyal staffer that you trained. This happened to me about 20 years ago.

However, since I usually work directly with small boutique manufacturers, my ex-employee hit a brick wall. There were some that decided to supply her but it was not enough.

And when she went bust they wondered why I wasn’t buying from them anymore. Yeah, quite the mystery. I am still buying from the manufacturers that stuck by me.

You may be thinking that because this all took place before the last ice age that it’s not relevant. Well, it still is. I got caught in the same trap several years ago. I latched on to a manufacturer who I thought was different. I had an “exclusive” ( beware those words). I worked like a rented mule promoting their product. I was their No. 1 salon in sales worldwide. So when the dreaded conversation came, when I was told that “ Toronto was a big city” and I “should have

a partner.” I thought I was cooked. I really did. I had bought into their nonsense that there was no other product like this one and I was trapped. And they counted on the idea that I would lose too much by dropping them altogether. They thought I would swallow it.

As much as I hated the idea of dealing with people that would break their word, I felt I had to go along. I was told it was “just business,” but all business is personal. Nothing is more personal than

our livelihoods. But fortunately, I had allies.

I was able to get out and rebrand with a product that is superior and a supplier that respects my business. Fortunately, the majority of my clients who were into this new design had gotten into it because they knew me and trusted me. So when I walked them through the change it was a pleasant surprise that they kept with me. I lost some, yes. I lost some who returned. But since I have been concentrating on my brand, my bank account has never been healthier and I sleep better than ever. And one of my takeaways from that was that my clients respected the Michael Suba brand over anything else.

So when someone new asks me if a carry a particular company’s line of product I simply say, “No, I have my own designs.” That sometimes ends with, well, an ending. But more often than not the potential client is intrigued to find out what I do that’s so different.

Remember, they want your guidance and expertise to get them the best look that they can afford. Your knowledge and expertise and experience is your brand so never water it down by passing it over to someone else.

I do buy from several AHLC vendors; Dimples, HairArt (Jackie was one of the guys that stood by me all those years ago) and Dermal Italy to name a few examples. They have great stuff that I can recommend to a client, but they also let me run my show. That is just as important to me now as the quality of their products. I am the captain of this ship and I am quick to admit that on the ocean of international commerce the HMS Continental Hair is but a bent toothpick. But it is my bent toothpick and Continental Hair is my Brand. In the long haul that’s what builds equity.

THE LINK MAGAZINE

7

READY FOR ANYTHING NO LIMIT is the inventive new men’s system designed with both the technician and first-time wearer in mind.

Your creativity will know no boundaries.

His styling options will be without limitation.

HAIR U WEAR

100% HUMAN HAIR LONG-WEARING CUSTOMIZABLE BASE, LENGTH, APPLICATION

VIRTUAL WORKSHOPS BOOKING NOW!

HAIRUWEAR.COM/AMERICAN-HAIRLINES

1-888-766-6832

Model is wearing No Limit in 210 | ©2021 HairUWear Inc.

Curating Your Business

By Randy Clark, Randy Clark and Associates, Dallas, Texas At the beginning of my career, I helped anyone with hair loss. It was about establishing myself and making money of course. I realized there are many facets of every industry including ours and that I couldn’t be a master of all. Nor did I want to be. I decided to focus on the areas where I excel.

I don’t do wefts. I don’t believe they are healthy for the woman’s hair and can actually cause more hair loss, which creates a very unhappy client. Since there are only so many hours in the day, I made the determination that we need to focus on what we do best and do it really, really well. And for me, that is hair replacement for men and women with hair loss.

I rarely take new clients suffering from alopecia universalis or totalis. I almost never take a client suffering from alopecia areata. The alopecia clients I do take are those who are “over the hump” psychologically, have accepted it, and just want to do something about it. I can’t take the time to help people who are still dealing with it psychologically and still hoping against hope that it will grow back.

And alopecia is the worst because it can cause deep depression and psychological problems. And at the end of the day, I’m a hairdresser.

Focusing On Your Core Business We made the determination early on that we really needed to focus on our core business. Wefts are a perfect example. With wefts, you find yourself working harder, trying to do the wefts with less, being less profitable, and dealing with the internal issue that you’re ultimately going to cause the customer to have more hair loss.

There are similar downsides when dealing with alopecia and trichotillomania clients. You find yourself working harder with these customers and it eats into your time and brings you more aggravation than profit. While we all want to help people, in business it is sometimes necessary to understand that being a little bit selfish at times is a wise thing. You have to sit back and take a good hard look at yourself, your staff, and your business and think about what is best for you and your future, both from a personal and a profit standpoint.

So at the end of the day, I just made the determination as a business owner that I needed to keep my business model as simple as possible. And that is different for different people. But for me, I decided to focus on the things that made me happy and what I was happiest doing — helping clients with male and female pattern baldness. These were the people I really wanted to help. They were my perfect clients. They knew exactly what they wanted, and it’s repeat business.

Now, all that being said, when you are new to this industry, you have to try everything. Some people are really good when it comes to alopecia or trichotillomania clients. Others are fantastic and have a real gift in dealing with clients who are undergoing chemotherapy. There is a place for everybody in this industry. But for me, after 40 years in this business, I’ve come to realize who my ideal clients are, and I focus all my energies being the very best I can be every day and on helping them look and feel confident and self-assured in their appearance.

CONTINUED ON PAGE 11 THE LINK MAGAZINE

9

CNC 3D HEAD SCANNER

The most advanced technology combined with the art of Italian craftsmanship

NEW

NEW

NEW

@d.ongaro_ photography

CNC Hair Repleacement System is custom made in our complete in-house production process. We directly manage the supply of the highest quality natural virgin hair from its sources, through to its handmade production in our factory in Italy before the final product makes its way to your clinic or salon.

CNC is completely coustom made. We use the most advanced technology for creating parameters. Thanks to the new ultra-high definition head scanner we can elevate the client experience.

CESARERAGAZZI L A B O R A T O R I E S

With Cesare Ragazzi Laboratories, you can assure your clients they can feel their best selves and enjoy the highest quality hair replacement system.

CESARERAGAZZI L A B O R A T O R I E S

www.cesareragazzi.com

CONTINUED FROM PAGE 9

Where Is Your Passion?

If you expect to be successful in the hair replacement industry, you have to have one thing: passion. You have to care about your clients. You have to engage with them whenever they come into your shop. You have to make sure they are happy with the product and service you are delivering to them. You have to engage with your clients and build their confidence and trust in you to the point where if something isn’t right in their minds, they don’t hesitate to come to you about it.

Handling Issues Beyond Your Control You have to care about your client and, more importantly, you have to deliver the right product. And let’s face it, you know in your heart whether it’s right or not. And if I have a system that is not 100%, I’ll tell the client right away. “This is not 100%. But until we can get the next one in, I’ll help you with it.” I’m always upfront with clients. I never let a client walk out not knowing that there may be a problem because the one thing in this industry you cannot do is let a client lose confidence in you.

Back when I first bought this business, I had a client who was very wealthy. He would come in twice a week and get a new system every two or three weeks. This was in the days when clients typically got a new system once a year.

The client couldn’t stand the previous owner because he would put anything on him. Well, I had this client in the chair and about a third of the way through the cut-in I just took it off and threw it across the room into the trash can.

He looked at me in the mirror and asked, “What’s wrong?” I said, “It’s not right.”

Now, I needed his money badly that day, I was going to have to charge my credit card to put enough money in the business to pay the bills. And ironically, the ex-owner showed up for his check for the month while all this was going on.

So, I put his old system back on him and he walked out front. The previous owner was sitting there and the client said, “What do I owe you?”

I said, “You don’t owe me anything. I’ll get you a new system and you can pay me then.” He sat and wrote a check for the new piece and the balance on the piece I had just messed up and he handed me the check. “You know, you’re the first person that’s ever been just flat honest with me,” he said. “I’m not only paying for the one that was wrong, I’m paying for the other one, too, and I appreciate you.”

He looked at the ex-owner as he walked out the door and kind of-well, it was just one of those moments when I realized just how critically important it is to take care of your client, no matter what the cost.

THE LINK MAGAZINE

11

Get Micro Point Certified Now!

Micro Point Solutions is a painless, non-surgical procedure for both women and men designed to boost hair volume up to 400% without the use of glue or solvents

Need Hair?

Use Promo Code LINK2021 for $500 OFF Virtual Certification

In Stock Human Hair Lace & Skin Systems Ready For You!

Call Us Today! 800.328.0311

www.internationalhairgoods.com | promos@inthair.com

Brace Yourself:

By Catherine Crum, The Salon Hair Replacement Boutique, Jefferson City, Missouri The past 18 months have been the most challenging time in my 18 years of business ownership. The pandemic stretched both my business, as well as me personally, and nearly broke my spirit. Our salon service demand was at an all-time high, yet our normally enthusiastic clientele battled depression, fear and anxiety as the pandemic dragged on.

During this already stressful time, I lost half of my hair salon service providers, as well as multiple members of the support staff. Despite the loss of staff, I stayed focused on my calling. The demand for hair replacement increased at a rapid rate. It ignited a fire like never before.

The loss of the hair salon staff allowed me to become more laser-focused on my passion for helping others with hair loss. Seeing your business grow, diversify in its offerings and morph into something not initially imagined is truly amazing. There is always a silver lining in the midst of a storm. I’ve learned how to manage inventory shortages during the pandemic and have continued to learn, adapt and push forward as the economy and society start to open back up.

I dealt with the loss of staff by expanding my hair-replacement business. I preordered

Your Belief in Yourself is Your Best Asset

when pieces were on back order to ensure I had stock on hand. I focused on increasing my on-hand stock to be able to customize my systems so my guests had a quick turnaround. Most of them went home with their new system either that day or at least within the next few days. I soon realized that if I didn’t have stock I would run into back order situations with some of my vendors.

I learned to adapt by being transparent about our expectations and what our guests could realistically expect. Never overpromise!

I had to practice patience when dealing with my vendors because of their own staffing issues and their turnaround time. I factored in the delay in communication with vendors or issues with inventory availability into my promise to deliver the final system to my guest.

I dealt with the loss of staff by wishing them well. We are living in a world where many people are restless.

Our guests, our team, our world are restless. We are all tired, exhausted, and longing for life postpandemic.

Fourteen years ago, I lost half of my staff because of a walkout and was forced to rebuild.

I was once told to brace myself because losing staff is a fact of life. You soon realize that your employees can’t define your business. I am an owner, a service provider, and one of the hardest workers. When you lose members of your team you roll up your sleeves, add hours to your personal daily schedule, and take care of your guests.

To maintain my passion, I focus on my calling to help others with hair loss. My passion will always overcome the circumstances around me. I love people. I love transformations. I love meeting people in their time of need, finding the correct system to fit their needs, and watching as their confidence grows. Those are the moments you realize that this is what you are called to do.

Hair loss drove my growth. Stress, medical hair loss, and COVID-19 hair loss drove demand leading to business growth.

That take-away from the past 18 months is simple: You can make plans, have visions, and think you have a direction. However, life can throw curveballs.

Never get too comfortable.

I can survive nearly anything. I’ve been through a lot in my 18 years of ownership and 24 years in the industry. I am strong! The bottom line is you must believe in yourself.

THE LINK MAGAZINE

13

INTRODUCING SMARTLACE™ LITE – our newest light hair density wig with ear to ear lace front and an ultra-lightweight cap design.

Jon Renau’s SmartLace™ just got smarter, more natural looking, and lighter. Give your clients the freedom to move with confidence

CARRIE LITE IN 24BT18S8

COMES IN 5 BESTSELLING ST YLES

If You Want to Motivate Your Staff, Empower Them

By Leslie Robinson, Mane Image Hair, Merrillville, Indiana If you want to keep your staff happy and you want to motivate them at the same time, ask them a simple question: “What can I do to make your job easier?” Then listen. Let them vent, and try to put yourself in their shoes.

Among the changes made following these conversations, we have adjusted schedules to make their lives more liveable and taken into consideration schooling issues, daycare, finances, and more. We have arranged staff outings on Saturdays after work to help relieve stress. We close for an hour when it’s a staff member’s birthday for a party with cake and presents. We put notes on paychecks highlighting their achievements and offer commissions on gross sales of hair and retail products. And we restructured paid time off. Instead of offering one week of sick pay and one week of vacation, we offer PTO to be used as needed. We also are flexible when it comes to family time. I support my staff members in choosing family events instead of working. I will gladly move

appointments to prioritize their family time.

This never bites me in the rear because they will gladly be there for Mane Image when push comes to shove.

Changes to my business practices also help motivate my staff. Here are a few of the changes we’ve made: I have found that emailing my entire database about our ever-changing requirements, supply issues, etc., has lessened the complaints from clients and helps to motivate staff to want to come to work.

Any policy changes such as wearing masks, changes to salon hours, etc., is a decision made by the majority in our salon.

For our many clients on programs, we are no longer accepting monthly payments.

Everything is prepaid in full. We do offer 12 months 0% financing through a lender, so our client can still pay monthly but we get money upfront. The staff members, as a result, have been getting larger commission checks.

We are requiring a $500 per system prepayment on program hair. If a program

is set to renew in January 2022, we are requiring $500 per system the client wants to be included in next year’s program.

That way we can order them in advance because it is taking six months to receive the hair. Staff will get commission now and are less stressed about whether the client will have hair when it’s time.

We have dropped many clients from programs as their hair orders are so specific and impossible to get. If they insist, we have them put a $500 deposit down to place the order. When the hair arrives we charge ala carte for hair and services. The staff feels a weight has been lifted off of them.

I actively follow AHLC forums for people selling inventory. I have purchased inventory to support and motivate my staff. My staff feels better that they have backup hair if a client is in need.

I spend many hours looking for vendors and inventory and new options for my staff.

I involve them in ordering and trying new vendors. Empowering them gives them the motivation to learn and grow.

THE LINK MAGAZINE

15

Management Must-Haves Determining the Roles and Responsibilities of Staff in a Salon

By Minerva Beauty Whether you are about to open a new salon or you are looking to update your salon’s operations, there are must-know facts that salon owners should keep top of mind when hiring and training their salon staff to keep business running smoothly.

The hiring and training process can be a long and tedious one filled with many options and possibilities, but this guide is designed to help you identify the talent and skills you need on your team, as well as determine which roles should be assigned to your existing staff.

16

THE LINK MAGAZINE

The Staff: How Each Role Aids in Running a Successful Salon Business A salon is made up of many different kinds of team members who ensure clients are taken care of from check-in to styling and processing to check out. These are the crew members you need to create an experience that clients enjoy.

RECEPTIONISTS – While a receptionist may not be touching your clients’ hair, they are the first impression your clients get of your salon. It’s important to have receptionists who are organized, prompt, friendly and accommodating to welcome and greet

your guests as they arrive and leave. Hiring someone who is organized and can make sure the front of your salon — especially products on your retail displays – stays neat and tidy is also a plus.

Roles Include: ■ Greeting and checking out guests ■ Handling payments and transactions ■ Answering the phone ■ Booking appointments and managing walk-ins ■ Opening and closing the salon ■ Managing retail displays

STYLISTS – As a salon, your success relies on the talent you hire — specifically hair stylists. You need to hire diverse stylists who have varying areas of expertise and accommodate different types of hair so that you can offer well-rounded services and meet the demands of a wide array of clients. As a rule of thumb, stylists should be prompt, reliable, talented and open to feedback.

Roles Include: ■ Creative consults with clients ■ Styling, coloring, cutting hair ■ Communicating needs to office managers in terms of products, tools and equipment OFFICE MANAGERS – As a salon owner, you may be expected to run all of the behind-the-scenes work that needs to be done to keep a salon firing on all cylinders. But depending on the needs and demands, you may want to hire an office manager who can attend to things like ordering color and salon equipment or taking inventory of the color storage area. That way, you can focus on the logistics and any other managerial task that

requires your attention. Office managers could be your right-hand person, so it’s critical to find someone you can trust and depend on.

Roles Include: ■ Managing the color storage area and ordering more inventory as needed ■ Taking inventory of tools and equipment that need replenishing or updating ■ Preparing orders or plans for big purchases like salon furniture and technology to be approved by salon owner ■ Making sure the floor is running well and is organized ■ Routinely getting feedback from stylists and staff about needs, morale, etc.

STYLIST ASSISTANTS – If you run and operate a busy salon, your stylists may be taking on more than one client at a time, which is why it is important to equip your stylists with assistants who can handle things like washes, processing and drying.

You never want your clients to be waiting on their stylists to finish with another client, which is where assistants come in handy.

Roles Include: ■ Processing clients ■ Washing out coloring and treatments ■ Blow drying clients ■ Assisting stylists MARKETING AND SOCIAL MEDIA MANAGER – Not only is it important to have talented stylists who create fantastic hairstyles, but your salon also needs a team to effectively manage its social media.

Clients love to look at a salon’s social media presence to decide whether they want to give their business to you.

Roles Include: ■ Developing growth and outreach strategies for Instagram, Facebook, Pinterest, LinkedIn, Twitter and TikTok ■ Managing all social media platforms ■ Interacting with clients on social media ■ Assisting with the development of content from stylists ■ Implementing social media strategies

THE LINK MAGAZINE

17

A GENTLE HOLD WITH MAXIMUM WEAR Shop Our Lineup of Hypoallergenic Products This Autumn

Creating Your Own

Mission Statement

By James Todd, CEO, Dimples USA, Los Angeles Are you here to survive? Make money?

Are you seeking prestige, or are you here for a bigger purpose?

My father, Bijan Todd, created Dimples from scratch in the 1960s. As a child, I grew up learning about hair, everything from colors to styles. I also learned how to buy and sell. Although at the age of 6 I wasn’t dreaming about taking over his business, I later fell in love with Dimples and realized a greater purpose. I am proud to be the CEO of Dimples and to continue to pass down my father’s legacy of hair solutions.

for yourself and for your company will help attract employees and consumers who are long-lasting and hold the same values.

Goals and growth become aligned, which will drive natural success.

Your “why” could start like this:

Understanding and creating your “why” can take many tries. When I embarked on my “why” journey it took me 18 months and more than 200 different versions to come up with it.

“To make money and support my family’s living.”

At Dimples, our “why” is to help build self-love and happiness for all those around us.

What do I do?

“I sell wedding albums to photographers.”

Why do I do this?

Why do I do this?

“Because I love photography and time flies when I’m taking pictures.”

Why do I do this?

“Because I’ve been captivated by film since I first held a camera.”

Why do I do this?

The Journey of Hair

“Because I want others to experience the power of photography.”

At the start of it all, I thought the initial reason behind having or owning a business was to make money. I did not understand the “why” that my father held behind his company and realized it was something I had to discover for myself. I had to not only understand his “why” of Dimples but my “why” as well.

Overall, as a second-generation owner of Dimples, my “why” has become one of the reasons why I wake up every morning.

Here are examples of larger corporations that use Sinek’s method:

Apple Inc. Why: Question the status quo

During my journey of discovering my “why”, I came across Simon Sinek’s Ted Talk. Sinek, a British-American author, and inspirational speaker was someone I resonated with due to his heritage and his visionary type of leadership. He explains that a vast majority of companies focus on “what they do” rather than “why” they do it. Huge corporations such as Nike or Apple are led by this “why” and it's the reason behind their greater worldly purpose and success.

Our “how” is by listening and educating.

We advise and use the Dimples PerFit Proven Process.

Our “what” is through creating simple, natural, comfortable hair solutions that include wigs, toppers, eyebrows, and wet line products.

Nike Inc.

To break it down, Sinek created “The Golden Circle,” which illustrates the importance of the “what,” “how” and “why” of businesses. The why is the core of it all.

It is the foundation you create for yourself and as a business. In other words, your initial purpose. The purpose that you create

Here’s how to start your journey of discovering your very own why. Start with “What you do,” then ask “why do I do this?” Keep asking yourself “why” until your purpose becomes clear and true. A “why,” or core purpose statement, is generally no longer than seven words.

How: By having the best athletes in the world use and endorse your products over and over.

How: By leading with design inside and out, we create user-friendly, highly intuitive devices.

What: Phones, music players, computers, tablets that are some of the best on the market, all having a similar clean design and simple interface.

Why: To equip the very best athletes (and anyone striving to be) in the world.

What: 99% of all wannabe sports enthusiasts think they’ll be “just like Kobe” in the shoes, or putting just like Tiger with the clubs.

THE LINK MAGAZINE

19

Expanding Your Hair Replacement Businesses

When Do You Know It's Time?

By Stacey Handel, Garde Bien Spa Salon Inc., Knoxville, Tennessee

A thriving business, bulging at the seams will have its challenges, but is it a sign to expand?

In my more than 44 years in the hair industry, there have been many changes in desired services to meet the ever-changing trends and shifts. Remember shampoo sets? Hair loss is not a trend. Even throughout the pandemic, we were heading for expansion because the demand for our type of services has been exploding consistently for the past five-plus years.

20

THE LINK MAGAZINE

We are aware of the increased demand to address hair loss in women and the market will sustain this for many years to come.

Based on the frequency of traffic and new clients adding more space is needed to keep up with the requests for the types of services. By adding space and staff we could finally be able to promote in crossmarketing, television and other events where without doing so, the increases in traffic would put too much stress on our schedules.

from my commercial bank before moving forward.

At any given time all businesses are at various stages. A start-up business has numerous elements and a comprehensive checklist whereas an established business will have other concerns and needs.

Our first step was to outline the needs for space related to the service areas where we have challenges. I used a software program to design walls and rooms to present to our architect. Our first architectural meetings were to work through hurdles for proper ADA requirements for the restroom, determine a location for pass-through door upon opening, and designing the most efficient use of the space. After closing on our site, our contractor started demolishing various walls to search for available plumbing and electrical access and remove unwanted fixtures and finishes. He also painted the ceiling.

I discussed my business expansion with my CPA and financial adviser to review the fiduciary concerns. I met with a commercial real estate agent to discuss the property values in the area. I also had input

Our plan will include scheduling some demo on our current space for additional needs in mid-construction. An architect prepared blueprints from my renderings for building permit approval.

My Goals For Expanding BEFORE 2021 - 2,000 square feet EXPANSION 3

3

0

0

0

0

0

0 0

2 1

0

2 0

Get Started Check List Any construction or build-out requires a lot of planning to avoid disasters in budget and delays. Always assume neither your contractor nor your architect knows the needs and design related to the function, amps and lighting of our industry.

Vision: Have a clear vision of your space needs, details of the design and function, right down to where you want outlets and switches. Sketch your ideas or use design apps to visualize your space. Tape off spaces to ensure proper space sizes.

Budget: Cash is king but negotiate your financing and plan for 20% overages. Use the square foot cost averages in your area.

Research materials and keep a close watch on the construction with weekly updates.

Timeline: Plan for business interruption, delays, four months is really six months.

Team: Interview and hire reputable contractors, engineers and architects to design the space, respect local codes and acquire permits. Get written quotes and ask questions to confirm each step of the project.

Electrical: Add amps and update fuses for styling areas to accommodate hair dryers and heat tools. Lighting engineers and specialists can make a big difference in ambiance and task performance. Add plenty of outlets and switches during construction.

Equipment: Work with a reputable supply company. Order equipment to arrive on your timeline or have space to store until needed. Provide specs to contractors for plumbed equipment.

AFTER EXPANSIONS

Employees Private suites Private Stations Private shampoo Consultation room Repair-work room Hair storage room Color and hair lab Office Nail suite Restroom Hair displays Guest seating Laundry

5-plus 5 2 1 1 1 1 1 1 1 2 3 4 1

**Notice no breakroom lounge or waiting room. Our space is focused on production.

How I knew it was time • Consistent bookings and pre-bookings for three years • Consistent new business for a minimum of three years • Profitable for more than three years • Loyal, well-trained team and hiring potential • Security in the future revenue from industry growth • Demand for your services and products • Established business brand and reputation • Limited space to perform demand in services • Having to extend hours or unable to a sizable waiting list • Capital or financing for purchasing space, construction and equipment • Turning away business because of lack of space and staff THE LINK MAGAZINE

21

MAKE YOUR WIGS ™ COME ALIVE Announcing WIG WAX by The first aerosol dry spray wax created just for wigs.

MSRP $2400 WHO IS IT FOR?

Anyone who wants to style and finish their wig just as they would their own hair. Works on any synthetic or human hair wig and extension.

WHAT’S SO SPECIAL ABOUT IT? • Lightweight wax for definition.

• Precision directional spray for an ultra‑fine mist.

• Pliable texture for a perfect style every time.

• Flexible hold for dimensional texture without sticky hair spray feel or residue.

• Create the perfect finish.

• Vegan, cruelty‑free, and gluten‑free.

Four new LOOK Fabulous wigs from TressAllure®

Soft Wave Bob

Curl Intense

California Beach Waves

For more: 800-327-5555 or visit: lookfab.co/ahlc is a brand of Hair Visions Int’l.

Sensational

To Own or To Lease, That is the Question

By Roxanne Converse-Whiting, AHLC Contributor

Owning is an end game Oftentimes a new company starting up doesn’t have the money to purchase property, especially in high-dollar areas. But after nine years in business, Kelly Nemitz, owner of The Hair Specialists in Hudson, Ohio, asked herself, “Why am I leasing?”

She realized how expensive it was when she added up the money spent on monthly lease payments. That’s when she decided to look for a building to buy and an opportunity to be her own landlord.

Stacey Handel, owner of Garde Bien Spa Salon in Knoxville, Tennessee, had a similar experience. She leased for 12 years when she first opened. “When I did the math, I saw that I had no equity for that 12 years of business.” She moved to her permanent location in 2011. This year she was able to purchase the adjacent space to renovate and expand.

illness.” However, the busy bus that started rolling after those shutdowns during the pandemic has not stopped. One thing is for sure, with all the changes from 2020 she says she’s learned to prepare for the unknown.

“I can’t lie. When the adjacent space became available during a pandemic it was frightening and Kelly Nemitz exciting! Prior to the pandemic, I had several conversations with the business owner about his future and retirement. The pandemic turmoil gripped us all in the realization of an uncertain future, and he was even more motivated to sell,” Handel said. “We are on our way to having a record year and expansion very much on track.”

After being in business for 11 years, Nemitz said she was amazed as they survived a COVID-19 shutdown and still had her clients and employees. They had also survived the stock market crash in 2008.

She realized that no matter what happens, people will still have needs to meet.

Entrepreneurism is in her blood, she said, and she is aggressive when it comes to business decisions.

One reason to buy property is the need for space.

Nemitz said private rooms are constantly overbooked because of the specialized services they provide to men, women and children. The need for more space made purchasing property the next logical decision.

While Nemitz began looking for property in 2020, she closed in April on a location that she sees as an endless opportunity for growth. “In my heart and in my gut, I know that this is what we needed.” She is in the process of renovating and making the space her own.

Handel agreed that privacy suites are the backbone of any hair loss specialty business. She said it became clear that the solution was to expand in their current location because she already had a feel for the future of CONTINUED ON PAGE 25

Stacey Handel

For these two business owners, owning property is not only the best choice for their business but also a great investment toward their future.

With more than 40 years of experience, Handel says she has watched business ebb and flow. “I would have never guessed I’d be closing my doors because of a global THE LINK MAGAZINE

23

THE

LEA

FROM OUR READY TO WEAR COLLECTION

THE

OLIVER

LIGHTWEIGHT DURABLE VIRGIN EUROPEAN

OLIVER 1 • All lace • Cap Size: 9.5” x 7.5” • Length 6”

OLIVER 2 • Lace/PU • Cap Size: 8.5” x 7” • Length 6” • Can be bonded or taped

• Pre-colored and cut • 100% Southern European Human Hair • Length 16/23”

CALL TO ORDER

949.520.7711

www.amanihair.com

CONTINUED FROM PAGE 23

the development of the area. “I did the research on the area, did the work to research the markets, and confirmed with my bankers, commercial real estate agents and CPA that this is a good choice. I have a good feeling about it,” she said.

Owning a business property is a commitment to build equity. Both Nemitz and Handel encourage business owners to consider their long-term plans and whether they plan to stay in an area. Handel said businesses shouldn’t purchase if they plan to leave in three or four years. She sees purchasing real estate as an opportunity for consistent growth and stability.

When deciding whether to purchase property, Nemitz said for her it all comes down to the numbers. “I would always advise someone to ask ‘Does it make sense?’ Then, run the financial numbers.” Here are some other questions to ask, she said.

■ Can I afford the down payment?

■ Can I afford the mortgage payment?

■ Do I have enough money for the taxes?

■ Would I have enough savings for unexpected repairs?

■ Am I willing to manage a facility?

“Once you run the numbers, you will know what you have. That will lead the way,” she said.

Handel said her main checklist was to have the cash flow to make the down payment and the cash to put toward furnishings.

Additional factors to consider, she said, are how long the owners have been in business, how they have built their brand, and what ability they have to bring in revenue.

Undeniably, ownership will take more energy when it comes to maintenance and repairs. It would be easier to call a landlord, Nemitz said, but she’s willing to put in the work.

Both leasing and owning have tax breaks, Handel said. The depreciation of the building is an added bonus on the ownership side.

One of the best reasons to own property is connected to a robust exit strategy.

Both Nemitz and Handel agree that having a building to sell or lease provides an

opportunity to invest in themselves and their future. Buying a building and paying the mortgage was attractive, Nemitz said. When retirement comes, they will have built equity in the property that can be sold or leased depending on what benefits them most.

Leasing space is a great place to start If attracting a better clientele and having a more professional appearance is the goal, Randy Clark says that is best accomplished by leasing space in one of the high-rise buildings that etches the city skyline of Dallas.

The decision to lease space can be driven by a number of factors – from the availability of cash flow to the best amount of space and location.

As the owner and stylist at Randy Clark & Associates, Clark has leased space for his business for 40 years in high-rise buildings that are more impressive than strip malls or business centers, he said.

Ownership Pros & Cons PROS ■ Building equity as an investment ■ Fixed mortgage payments ■ Tax breaks ■ Control of space design ■ Flexibility of construction ■ Rental potential ■ Appreciation for future resale

CONS ■ Upfront capital, down payment, appraisal fees, etc.

■ Construction remodeling costs ■ Short-term relocation flexibility ■ Adjacent undesirable businesses ■ Increased liability ■ Responsible for maintenance ■ Future expansion may be limited Information provided by Stacey Handel

Randy Clark Clark built his hair loss business by creating “a systemic, nonsurgical approach to hair loss that naturally, painlessly blends matching human hair with the clients' own hair.” The average business owner doesn’t have a large stash of cash to buy a property upfront. They’d rather invest most of the money, in the beginning, to get clients in the door, he said.

“Leasing is a great option for a new company starting up if the business owner doesn’t have the funds to purchase property, especially in high-dollar areas,” said Nemitz, who is a master hair loss specialist, said.

While she owns her building, she started leasing in her initial practice with The Hair Specialist in Hudson Ohio. Because she was interested in a specific location in a certain town, leasing was her only option as nothing was available for sale.

Handel agrees that leasing requires a smaller investment to get a business started.

It can help with cash flow when a business is growing but the future is uncertain.

Clark only sees leasing space as a positive with the greatest benefit, he said, being the ability to write off 100% of the lease on his taxes.

While buying property is a good option once a business is established, Clark is happy in his leased space. With 3,500 square feet of space, Clark’s business features six private styling rooms, a waiting area, a laundry room and a kitchen. He employs three to four stylists, which is slightly less than the pre-pandemic days.

THE LINK MAGAZINE

25

This Ain't Barbie Hair!

Alternative Hair Fibers and Curling Instruction

By Jerry Holt, Senior Research and Development and Educator at International Hairgoods Just like the hair replacement industry offers “alternative hair solutions,” there are alternatives to human hair. Created fiber, alternative fiber and synthetic are all terms used to describe “nonhuman hair.” While semantics may be considered a marketing gimmick, consider how your client feels about something they perceive as unnatural.

Synthetic fibers commonly used consist of modacrylic, polyvinyl chloride, polyester and nylon.

Modacrylic (K7). Commonly used in wigs.

■ ■ ■ ■ ■

Curling temperature 190 degrees F Replicates human hair denier Melting temperature 390 degrees F Moist heat Won’t absorb water

Polyvinyl Chloride (PVC). Very shiny by itself and common in costume or Cosplay wigs, and of course, Barbie doll hair.

■ Curling temperature 190 degrees F ■ Moist heat ■ Won’t absorb water Polyester is also known as its marketing name of Futura.

■ Curling temperature 250 degrees F ■ Moist and dry heat ■ Won’t absorb water Nylon is also known as cyberhair and vital hair. Made from nylon chips with color throughout.

■ Curling temperature 320 degrees F to 365 degrees (depending on the type) ■ Keeps factory-made textures and curl ■ Replicates human hair shine ■ Three times lighter than human hair ■ Moist and dry heat ■ Absorbs water like human hair 26

THE LINK MAGAZINE

Created hair fibers can often be worn right out of the box with little cutting and no styling. Synthetic hair fibers have "memory" for wave, curl and volume built into the fiber, which lets hair bounce back into place with minimal effort. Some synthetic fibers can even hold up in bad weather without frizzing.

Wigs made from synthetic fibers typically last about three to six months, with nylonmade fibers lasting much longer. Durability will depend upon the client’s home care routine. Salon conditioning services are recommended for prolonged wig life.

Synthetic fibers colors are more colorfast than human hair. They are the go-to for light colors, including grays. Other tips: ■ Store wig properly to avoid matting and tangles ■ Sleeping in wigs reduces durability ■ Swimming can dry out synthetic fiber ■ Do not expose wig to higher heat than recommended ■ Use products developed for synthetic hair ■ Friction will cause damage if not cared for properly ■ Longer styles can mat and tangle from the shoulder friction

Synthetic Hair Advantages

■ Does not rely on human hair harvesting practices ■ Color does not fade ■ Blondes and grays are consistent quality and color ■ Improved options with hand-tied areas in the front and tops ■ Synthetic fiber is lower cost than human hair ■ Rooted colors are common ■ No unwanted undertones as compared to human hair Hair texture can be difficult to achieve without using a curling iron or a crimping iron, but heat damage can occur. There are ways to add texture and waves without heat styling.

These methods are effortless and effective.

Adding Texture and Volume into Synthetic Hair Without Causing Heat Damage Use a steamer to change up your client’s style (in salon) for a more permanent set. To speed up the process, place the wrapped wig (hair netted) in the overhead hairdryer and let dry on medium heat.

BRAIDS: Apply damp braids in a random method to add texture and let dry. This is a classic method to give waves and hair texture. More braids give smaller waves. A French braid will have waves go all the way up toward the roots.

SCRUNCHING: Use your hands on a damp wig, add a small amount of curl mousse, a towel, or a T-shirt to scrunch the hair. The longer you scrunch it, the wavier it will be when dry. To ensure more defined waves, scrunch the hair with curl-enhancing products. After you’ve scrunched the hair, be sure to let it air dry so waves stay intact.

ROLLERS: Roll hair after cleansing it until dry, for beautiful, voluminous curls.

Start from the bottom and roll up small sections. Speed up the drying process with a hair dryer if necessary.

ALUMINUM FOIL CURLS: Curl the hair with aluminum foil and a straightener at the correct synthetic temperature. Take a big piece of aluminum foil and fold it into a long, skinny rectangle. Bend it in half and lay the “V” of the folded foil at the base of the hair. Weave a section of hair around the foil and then gently use a flat iron at the correct temperature and tap down that section.

Adding a steamer in the salon will make this last longer. Let dry and cool completely.

HEADBAND WAVE: Leave hair out below the band and place the part where you like. Start wrapping small pieces and twisting the hair backward while picking up the next piece as you proceed around to the back. Use curling mousse or water to create a natural beach wave effect. To make this more of a permanent curl, add steam. Let dry completely.

THE LINK MAGAZINE

27

Is Alternative Hair 'Reel' Magic?

By Jeanne Beirne, CEO and founder of Tabengin Consulting, Atlanta, Georgia In these days of instant media, how do you get your message out to the masses?

Well, social media and the hair restoration and replacement industry easily go together like peanut butter and jelly.

Why? Because hair restoration and replacement is a visual art form and you are a visual artist who is also selling lifechanging products.

I know this because I wear hair and I am a social media strategist.

Video is driving immense growth in social media and that includes Instagram.

It may seem overwhelming but let’s just talk about the power of Instagram Reels and how they can help you.

Instagram Reels are informal mini commercials (15-30 seconds) for your business. The best part is that they are free.

They can help you grow your following.

Reels have a long shelf life so viewers will see them and you can share them to your stories and your feed. Also Reels, like your Instagram feed, expand your reach to new clients and customers.

Reels are similar to TikTok and you can repurpose between the platforms (just remove any watermarks) and the only investment you really have to give is your time.

A Case Study: I have a client, Cura Hair Solutions, that has a Reel that has gone viral. She had less than 1,500 followers on the account prior to the viral Reel. In three weeks, the Reel went from 0 to 1.9 million accounts reached. Cura Hair Solutions has more than 4,500 followers now. This is excellent for a niche industry.

Why did it go viral?

A Reel can go viral by itself, but for Cura Hair Solutions, there was the consistent posting of Reels, over 90 reels, for five months prior to it going viral. Cura Hair Solutions has had many Reels crest over 3,000 views each, 28

THE LINK MAGAZINE

which is also amazing for the hair loss replacement industry.

The Reel itself shows a short behind-the-scenes video, it is 14 seconds and set to music. Both the Cura consultant and the client are just having fun in the video.

What to showcase in a Reel?

As an artist, it’s important that you share as much as you can about your art. Behind the scenes, time-lapses, work-in-progress, before and after, a quick tour, finished pieces. The more you can share about your art, and every little detail of it, the better!

Just be authentic. You do not need to overthink an Instagram Reel.

How to create your Reel?

You can create Reels within Instagram and you can create Reels outside of the app and then upload without using any in-app features. Userability of these in-app features has generally not been received well by Instagram users.

My Top 5 Tips: ■ Be entertaining and fun (i.e., delights people, grabs their attention, make them laugh, or have a fun surprise or twist) ■ Share inspiring videos (i.e., starts a trend that others can easily participate in, before and afters of clients and their hair) ■ Create videos in Canva, an online design tool, using your static pictures. Yes, you can animate and post as a Reel.

■ Use creative tools like text, filter, or camera effects (TikTok has some fun ones that you can bring over to Reels).

■ Use music from the Instagram music library or original audio you create or find on Reels. Scroll in your Reels tab to identify trending sounds.

It is time to dust off your camera and try the video options for your business. Just remember, do not take it too seriously and do have fun. I would love if you tag me @tabenginconsulting in some of your Reels so I can cheer you on!

JEANNE BEIRNE is CEO and founder of Tabengin Consulting. Jeanne has more than 20 years in the corporate world and has created her business to help small and medium businesses with their social media strategic marketing and small business consulting. Tabengin Consulting specializes in social media growth, relationship building, and small business empowerment.

THE LINK MAGAZINE

29

Alternative Hair As An Art Form k

Alternative Hair As An Art Form “Hair is as much of an art form as painting, k

sculpting, photography or any other creative medium.”

“Hair is as much of an art form as painting,

sculpting, photography or any other creative medium.”

Approaching alternative hair couture as an art form

unshackles our minds from limiting beliefs and drives us into using Approaching alternative couture curiosity as an art form our imagination, creativity, andhair relentless unshackles our minds from limiting beliefs and drives us into using in powerful, new ways. our imagination, creativity, and relentless curiosity in powerful, new Client psyche, strong architecturalways. design,

chiaroscuro observance, and hairdressing excellence are Client psyche, strong equal pillars to our hairarchitectural creations. design, chiaroscuro observance, and hairdressing excellence are equal ourfresh, hair creations.

At Sherri Renée Atelier, wepillars honortothis creative paradigm

to deliver a comprehensive, educational portfolio that pays homage At Sherri Renée this fresh, to the fineAtelier, artistrywe of honor alternative hair.creative paradigm to deliver a comprehensive, educational portfolio that pays homage to the fine artistry of alternative hair.

For more information on our workshops, visit www.sherrirenee.com/workshops or email sherri_renee@mac.com.

Sherri Renée & Co 25 Crossroads Drive Ste 190 Owings Mills, Md 21117 For more information on our workshops, visit www.sherrirenee.com/workshops or email sherri_renee@mac.com.

Sherri Renée & Co

25 Crossroads Drive Ste 190 Owings Mills, Md 21117

sherrirenee.com

sherrirenee.com

410.469.8001

410.469.8001

Reach a Younger Audience

By Lenny Ventiimiglia, Atlas Digital When people in their 20s or 30s realize they are starting to lose their hair, they usually fire up their device and launch Google.

What are they searching for? Common queries include, "Why am I starting to lose my hair?", "How to prevent hair loss" and "Early signs of balding."

And it is in those queries where you will find the best opportunity to get your message in front of a younger generation and grow your business.

It is in Google search histories where you can often find their most intimate thoughts.

People will type things into that search bar that they wouldn’t even say out loud.

Because you'd be hard-pressed to find a young adult without a device that uses Google, Google ads are the most effective way to get your message in front of a targeted 20- or 30-year-old audience.

Targeting the Right Audience One of the top benefits of using Google ads is the ability to home in on your target 32

THE LINK MAGAZINE

market. Unlike traditional advertising methods, you can get specific on who sees your ads and who doesn’t. If your goal is to increase traffic from younger adults who are just starting to experience hair loss, you can set up a campaign to target that exact market. You can also create different advertising campaigns for groups of people experiencing different stages of hair loss. Google lets you narrow down your market by age, gender, ZIP code, personal interests and search history, income level, and more.

Capture Their Attention A common stereotype of adults in their 20s or 30s today is that they have a shorter attention span than other generations. True or not, we have a chance to capitalize on a shorter attention span through Google ads.

When someone types in a search, they are actively seeking an answer. Through an effective Google ad campaign, you can be the first result that pops up in less than a second. Instant answers, and minimal work by the consumer. Your message can be concise and tailored to your target market.

You can help yourself appear more credible to a tech-savvy generation by having a visually appealing landing page with testimonials and examples of your work.

The consumer isn’t going to spend all day staring at your page, so it’s probably best to keep it simple and to the point.

Google advertising can be a complex system to navigate and use correctly.

When done properly, it can completely change the way you bring in new business.

If your advertising campaign is created by somebody without much experience, it could end up costing.

THE LINK MAGAZINE

33

appear. Unexpected emails purporting to be from legitimate sources such as “Quickbooks Support” or “Wells Fargo Customer Service” should always be treated as suspect. When it comes to cyber safety, be extra careful and protect yourself. One of the best rules of thumb is to never click on a link in an email, but instead call the company, determine if the subject of the email is legitimate, and handle any issue over the phone.

Virtually 100% of computer virus and malware infections can be attributed to human error — poor user practices, lack of cybersecurity training, weak passwords, and just plain clickbait.

By Paul Albee, managing partner, ATS Design Group, Syracuse, New York When a cyber threat grows by more than 135% in just one year and continues to grow unabated, every business owner — and especially every small business owner — needs to sit up and pay attention.

Ransomware attacks have been more and more in the news in 2021 and for good reason. When it comes to ransomware, cybercriminals are indiscriminate. They don’t care how big you are or how small.

How do ransomware infections occur?

The most common ransomware infection that occurs is email spam and phishing.

Never click on anything in an unexpected email, regardless of how legitimate it may

34

THE LINK MAGAZINE

As ransomware attacks continue to multiply, there are several practical steps small business owners can take to help reduce their risk of becoming a victim of such an attack, which could virtually destroy their business.

Cyber Insurance Talk with your insurance agent and buy cyber insurance with enough coverage to meet your needs and more. The costs of a ransomware attack can be extremely high. While cyber insurance won’t prevent an attack, it can help you protect yourself from devastating business losses even if you don’t pay the ransom.

Beyond the financial security that cyber insurance provides, your insurance company will be there as your first point of contact in the event of a cyberattack and will be able to put you in touch with experts who can help you recover from the attack.

Review your business liability insurance

with your insurance agent, particularly as it relates to data breaches of sensitive customer and employee information.

Daily Off-Site Backups Daily on-site backups of your data are nice and are certainly better than no backup at all. But on-site backups can become encrypted by ransomware and rendered totally useless.

Off-site backups are far better and many backup software manufacturers include a “crypto-guard” feature that protects the integrity of your off-site backups from being inadvertently overwritten by corrupted data.

Monitor your backups. Never assume that your backups are actually being made.

Check each day to make sure your backup from the previous night was completed successfully, and that it was a good backup with no critical errors. Most backup software provides automatic email notification when a backup finishes. Make sure you review it each day. Your business’s future and well-being depend upon it.

Remote Access to Your Network Working remotely from home can be extremely convenient for a salon owner, and there are a host of software applications that allow you to do just that. But in the process of setting up remote access to your office network, you can inadvertently expose it to hackers. Be sure you have a qualified IT specialist scan your network and make secure it is secure from any external vulnerabilities.

The Exploding Threat to Small Businesses Similarly, under no circumstances should you allow employees or customers to connect to your salon’s WiFi network with their smartphones. These are notorious vectors for office network infections.

Network Firewall Protection It can be helpful to understand how many email-based infections actually happen. When you click on a link in an email, your web browser sends a signal to the remote host to which the link in the email points. Normal network routers such as those provided by cable companies or other consumer or home office routers allow such outbound traffic to pass without challenge. A proactive network firewall will inspect this traffic, look where it is going, and if the remote target is a known spam, phishing, or ransomware source, it will prevent the traffic from going through. The virus “payload” is therefore blocked from such a download request from your browser, thereby keeping your computer and office network safe.

There are a number of firewall appliances available that are ideal for small businesses, including those manufactured by Fortigate and SonicWall, among others. Talk with your office network IT specialist.

Implement a Written Network Security Policy A written network information security plan details your company’s security controls and policies. Talk with your insurance agent about what needs to be included in such a written policy statement and what you need to do to ensure that your insurance underwriter doesn’t find an excuse to deny your claim, should the need arise. Specific requirements vary from state to state.

An Ounce of Prevention The financial toll of a ransomware attack is much greater than any ransom you may decide to pay. Downtime translates into lost revenue, vastly increased financial liability, and lost productivity to which organizations large and small can attest.

While none of these measures can prevent a ransomware attack, staying educated and taking adequate precautions can greatly reduce the exposure you could have to such an attack and will help you reduce the effects of a ransomware attack should it occur. An ounce of prevention can save you many a sleepless night.

THE LINK MAGAZINE

35

Welcome Angela Brown D’Serv Healthy Hair, Memphis, Tennessee

(S.H.I.F.T.) for beauty professionals. It is her desire to change the lives of others by causing them to shift their mindsets in ways that will launch them into their purpose and destiny.

Angela has been in the beauty industry for more than 38 years specializing in healthy hair. She is the proud owner of D’Serv Healthy Hair Salon in Collierville, Tennessee.

Angela educates her clients about hair loss and their texture. In 2009 she self-published a tell-all book, “How to Get the Healthy Back in Your Hair,” about do’s and don’ts and healthy hair tips. Angela loves when her clients make a big win restoring their hair back healthy!

Rachael Kaminski Confidence Beyond Hair Loss, Grand Haven, Michigan

​Judy Brunelli Polidori’s Salon, Chambersburg, Pennsylvania Judy has been in the beauty industry for more than 35 years.

She has volunteered with the American Cancer Society in the past with the Look Good Feel Better program. Her love of people and lighthearted spirit help people feel better during tough times.

Lisa Ennis Eccentrics The Salon, Strategist, Odenton, Maryland Lisa Ennis is esteemed for her candid and constructive, yet encouraging ways of advising her clients. As an expert in the beauty industry, Lisa offers successful hints that introduce future tools 36

THE LINK MAGAZINE

Rachael Kaminski says her mission is to help individuals navigate the physical effects of hair loss with strength, confidence, and style. As a cancer survivor and cosmetologist, she had experienced life behind the chair and also in it.

Wearing a wig was one way she could control a small piece of her cancer journey and with that knowledge, she created Confidence Beyond Hair Loss. It’s a safe and private space that welcomes anyone interested in alternative hair services.

Carly Klein National Hair Loss Med Aesthetics, Scottsdale, Arizona In 2009, Carly founded hair loss recovery programs after her role as vice president of a dermatology group in Scottsdale. With a decade of working with hair loss clients, she grew a love for helping all aspects of hair care. NHLMA was established to help others renew and restore their confidence, to grow cancer programs, increase funding to specific charities and bring community awareness.

Lisa R. McKinley Exquisite Beauty Hair Replacement Center, Chesapeake, Virginia As a practicing certified hair loss practitioner, cranial prosthesis provider, and licensed cosmetologist for more than 19 years, her passion is to restore the confidence of clients with hair loss through regrowth and enhancement of their hair with therapeutic and holistic therapy.

She desires to continue her research and study on hair and scalp disorders and diseases. She is a retired United States Navy chief petty officer, dual master’s degree graduate of Strayer University, and member of the Professional Beauty Association.

Kim Schoonover Indulge Salon and Spa, White Bear Lake, Minnesota Kim Schoonover has been in the cosmetology industry for 10 years and owns an award-winning, organic and natural salon and spa. She entered the hair loss arena in 2015 and assists male and female clients in noninvasive hair loss solutions. She is passionate about this work and says she is honored to be a part of the American Hair Loss Council.

New Members!

Diana Valdez de Durazo Tailored Hair Plus, Phoenix, Arizona In 2020, Diana Valdez de Durazo took over Donte’s of New York, a well-established hair replacement salon. Doing anything in 2020 was difficult, but she says he is happy she made the choice because of the wonderful people she has met. Becoming a salon owner was a huge learning curve but her career makes her excited, productive and happy, even after 20 years in the hair industry.

Gregory Wilde Wilde Hair, LLC, Westwood, Massachusetts Gregory Wilde founded Wilde Hair, wildehair.com, as he saw that women had different outcomes from traditional hair loss modalities in comparison to men. His background as a class 1 cosmetologist, medical and aesthetic surgical sales specialist, and a trichologist and nonsurgical hair loss expert with an international brand make Gregory a welcome addition to those who want a beautiful outcome.

Wilde holds a master’s degree in education and an undergraduate degree in clinical psychology.

Emily Wyant Bond Hair Bar, San Mateo, California

CORRECTION

In our previous issue, two photos were misidentified.

The correct photos are included here.

Emily Wyant is a world-renowned hair expert, educator, speaker, author, TV and radio personality. Wyant travels the globe bringing her skills to a new level by wowing men and women with her knowledge in and out of the salon. As the founder of Bond Hair Bar, Emily has raised the standard in her industry by acquiring efficiency. She specializes in strandby-strand hair extensions, protective methods for hair loss, and nonsurgical hair replacements for patients with little to no hair.

Sara Carr, Sponsored Member Canvas Hair Boutique, Franklin, Tennessee

Jessie has developed a style of hairdressing that reinforces an understated and inclusive approach to simple beauty. With a dedication to craftsmanship and a focus on the highest quality products, everything created at 931 Beauty Co. is done with the design of achieving the exceptional.

Jessie carries the message that beauty is in everyone, and it’s this that has given the brand its unique identity.

Alison Ombres Encelia Hair, La Jolla CA

During Sara Carr’s time thus far behind the chair, her focus is been on the health of the hair.

With her eagerness and desire to expand her knowledge plus her desire to help more guests, she looked further into the American Hair Loss Council. She says she looks forward to continued adventures behind the chair – an adventure that now includes hair loss knowledge.

Did we miss you?

Jessica Mobley 931 Beauty Co., Columbia TN

Living with alopecia universalis has led me to build a wealth of knowledge about hair replacement options for women, and it ultimately led me to start my business. Over the past three years, I have connected with so many women who were not just coping with hair loss. Instead, they were thriving. It’s my mission to help as many women as I possibly can so they can live their absolute best lives without hair.

If you missed getting your photo and bio in The Link when you became an AHLC Member, please contact us.

Call 615.721.8085 or email thelink@ahlc.org THE LINK MAGAZINE

37

AHLC MEMBER SPONSORED EDUCATION TWO DAY HAIR REPLACEMENT MASTER CLASS

Amani Newport Beach, CA Train with Nazy Curtis, founder of Amani Newport Beach. With over 20 years of experience, Nazy offers the highest quality human hair replacement and service. The Two Day Hair Replacement Master Class will educate you on the causes of Hair Loss and how to offer valuable service to your clients. Price: $1,700.00 • Work hands-on with unique and truly high-end human hair pieces • What causes Hair thinning or hair loss • Working with State of the Art treatment Complex • Discover new ways to meet individual needs of your male & female clients • Demonstrate ways to tailor pieces to your clients’ exact needs and keep them coming back • Show you ways to work with color: Highlights, Low lights CALL AMANI HAIR FOR REGISTRATION INFORMATION 949-520-7711

TRICHOLOGY ADVANCED COURSES September 26-27, 2021, Online Trichology Module 1 & 2 Module 1: Physiology and anomalies of the scalp and hair.

Module 2: Trichology devices including the micro-camera.

October 23-24, 2021 Trichology Module 5 & 6 LAS VEGAS, Nevada Module 5: The treatment: How to transform the appointment into an experience.

Module 6: Sales & common objectives: Daily challenges with setting the expectation.

October 25, 2021 Annual owners meeting LAS VEGAS, Nevada 20 MINUTES NUGGET TRAININGS FAST & SMART! A fast training to keep you and your team informed.

September 13th: Changes of season, how it can effect your scalp & hair November 8th: topic to be announced December 13th: topic to be announced For additional information contact Jodie Vanderhoof, jodievanderhoof@cesareragazzi.com

INTENSIVE ADVANCED HAIR REPLACEMENT TRAINING HairArt Salon: Los Angeles, CA Date Open (call for available dates) Learn from Doris Yu, founder and head stylist, who has been in the industry for nearly 40 years and will teach you all the intricacies of the business; from how to discuss with your clients the delicate nature of hair thinning/hair loss and recommending the correct solutions, to making a mold, proper hair ordering, techniques for applying perm and semi-perm attachments, performing proper hair ventilation, cutting and styling. Get intensive hands-on training on mannequins and actual clients.

By the end of the course, you will be able to incorporate hair replacement solutions for your clients immediately and add to your portfolio of services. Techniques and client interaction are crucial for success, so a one-day or two-day course is not enough practical experience, which is why we strongly recommend a minimum of a one-week course. All training materials and hair are included in the cost of the course. Mannequin, tools, and practice pieces are yours to keep.

Cost: $6,000 for one-week course. $10,000 for two-week course CONTACT: 310-217-8900

38

THE LINK MAGAZINE

TWO-DAY HAIRSKEEN CERTIFICATION COURSE! FOR $1,500 *50% deposit due at registration.

• September 26 - 27, Washington DC • October 24- 25, New York, NY • November 7 - 8, Boston, MA • November 21 -22, Boston, MA • December 5- 6, Phoenix, AZ Getting Certified As a Hairskeen Partner Includes: A two-day compressive technical training class on application and care of all Hairskeen products.

You Will Learn To: • Apply the Hairskeen hair loss solution.

• Cutting and styling • Preparation • Maintenance and care • Learn how to talk with your clients about hair loss, and the solutions.

• Suggested pricing It’s an incredible feeling when you can help your clients who suffer from the negative effects of hair loss achieve the look and style they would like with the benefit of a full head of hair. You will also be building a profitable new revenue stream for your business.

You may bring your client with you to your training, real-time application, under the guidance European and United States, professional Hairskeen Trainers.

Graduates will have access to powerful images and marketing materials, including videos. *Classes are limited to ten to fifteen students.

ON DEMAND VIRTUAL TRAINING AVAILABLE NOW! • Micro Point Solutions Online Certification with Interactive Zoom Demonstration & Coaching • Virtual Intro to Hair Replacement Certification – online classes and video library with Interactive Hands On Video Zoom • Virtual Cyberhair Certification Now Available!

LIVE TRAINING at our Training Center in Eden Prairie, Minnesota Micro Point Solutions Certification (one day) – please call for dates & availability!

The solution for clients in the early stages of hair loss. Micro Point Solutions is a safe, healthy way to add volume and density to your client’s fine, thin hair. This nonsurgical solution recreates the look and feel of your client’s natural hair and will visibly boost thin hair in just one appointment. The Micro Point Solutions Certification includes a comprehensive service overview, the Client (and consultation), the Stylist hands-on process, and the Studio (from recommended room set up to business discussion and marketing).

October 4-5, November 8-9 - Intro to Hair Replacement Certification (2 days) Hair Replacement Certification class helps you master the many fundamental technical aspects of nonsurgical hair replacement for women and men. In addition to intensive and comprehensive hands-on technical training, this certification also Includes thorough client consultation and coaching, and in-depth business discussion.

October 11-12 - Cyberhair Custom Designs (2 days) The Cyberhair Customs Designs Certification has been revamped to streamline the technical and business aspects of working with this unprecedented and in-demand product! Cyberhair® is a superior created hair fiber – beating human hair in its durability and ability to hold color, and beats synthetic fibers by its heat tolerance, love of water and ultra-lightweight. Cyberhair Custom Designs allows you to create a personalized solution for your client, no matter their needs. This comprehensive and hands-on 2-day session encompasses the many possibilities of nonsurgical hair replacement for women and men, and how they will exceed the expectations of your hair loss clients! Key topics include hands-on mold-making and cutting & styling techniques; custom ordering guidance; caring for Cyberhair; and key pricing strategies.

CALL OR TEXT 800.328.0311 OR EMAIL PROMOS@INTHAIR.COM for more information and please visit our website at www.internationalhairgoods.com!

THESE CLASSES QUALIFY FOR AHLC MASTER'S CERTIFICATION POINTS AMERICAN HAIRLINES VIRTUAL NON-SURGICAL HAIR REPLACEMENT CERTIFICATION Select from the following options: • One-Day Men’s Hair Replacement Virtual Certification • One-Day Women’s Hair Replacement Virtual Certification • Two-Day Men’s & Women’s Hair Replacement Virtual Certification • Each session is approximately 4 hours Registration Includes: • Non-Surgical Hair Replacement Training Manual • American Hairlines Workshop Kit • Canvas Blockhead & Balding Mannequin for each training day • American Hairlines Men’s and/or Women’s Hair System • Recorded video of the workshop • “Certified American Hairlines Stylist” Certificate Virtual Workshop Includes: • Understanding Hair Loss And Hair Growth – Causes and Solutions • Client Consultation • Detailed Review Of System Constructions • Hands-On Template Making for Custom Orders • Hands-On System Application Customization and Application • Bleaching/Coloring, Application & Cut-In, Styling CONTACT YOUR AMERICAN HAIRLINES ACCOUNT EXECUTIVE, CALL (866) 618-1200 OR EMAIL EDUCATION@HAIRUWEAR.COM

HAIRUWEAR ON THE ROAD TWO-DAY HANDS-ON WORKSHOP

Schedule to be announced soon Visit www.hairuwear.com or follow HairUWear Inc. on Facebook, https://www.facebook. com/HairUWearINC, for updates.

Contact your HairUWear Account Executive or email education@hairuwear.com for Virtual Training opportunities.

MASTERCLASS – ON DEMAND Certification - Coming Soon Ready when you are regardless of distance or time zones. No travel expenses, no lost time, no waiting for what you need.

Business Success Mastery + Product Knowledge for Success This certification will lead you through the hair loss client's journey, providing you and your team with actionable steps emphasizing on capturing new clients while gaining market share to engage the client of today and provide the best client experience.

• Increase revenue, reduce returns, maximize your time • Increase brand awareness & impact purchase decisions • Implement client retention strategies JON RENAU Topper Certification – Virtual Certification This certification is designed to provide you with the tools and knowledge you need to service the fastest growing segment in alternative hair: the topper client. Because not every client is ready for a wig!

• Address all aspects of in-person and virtual topper consultation • Customize toppers and apply blending techniques • Provide maintenance and care • Set the right expectations to ensure success October 25 - 26 December 13 -14 Contact your Jon Renau Account Manager for more information and pricing www.jonrenau.com 800-462-9447

MAKE 2021 THE BEST YEAR YET WITH VIRTUAL COACHING! At Hair Visions International's Hair Academy, your agenda is our agenda. An open curriculum gives you the opportunity to learn the technical skills that are important to you. Tell us what you want to learn and we'll present the class. The Hair Academy's four-hour customized virtual coaching lets you learn new skills or polish up on old ones. in the safety of your own studio.

Four-Hour Customized Virtual Coaching benefits for your studio: ■ Forget the hassle of booking flights or hotels. Our virtual interactive class save you valuable time, money, and most importantly, keeps you and your staff safe in the comfort of your studio ■ Professional trainer Baha Alwardi brings his expertise as one of Hair Visions’ leading instructors ■ One studio per session provides personalized instruction (limited to five participants.)

■ Flexible class dates to accommodate your schedule ■ 10% discount on products a week before and a week after your training class (excludes hair replacement and wigs) Scheduling your Four-Hour Customized Virtual Coaching class today. Book now! Limited availability. Contact Karla Hurtado at 800-327-5555, ext. 3325 today.

LIMITED AVAILABILITY. CONTACT KARLA HURTADO AT 800-327-5555, EXT. 3325 TODAY.

Crossfit Educational Training On The Road At New Image Labs, we offer Crossfit Educational Training that prepares you to be the best in the hair replacement industry, whether you're new to the industry or a veteran. Now, we're bringing the training to you!

We deliver intensive, hands-on training and certification sessions to help you gain in-depth knowledge of our latest technology and products and how they will benefit your business.

Our renowned team of educators provides expertise in application, theory, and technique to help you meet your clients' needs and demands. Choose from any of the topics below and get ready to train with the best of the best at our educator's established hair centers or in the comfort of your own salon.

Educators: • Ricky Knowles • Keith Zimmerman • Randy Clark • Shannon Sorbara • Marcelle Baumann • Karyna Fields Topics Covered: • Tools for success using Pro|Gen Probe scalp analyzers • Attract new clients with Pro|Gen Active Care scalp therapy • Repair and maintain processed hair with Pro|Gen Nutrifuse hair products • Become a hair fiber master with Pro|Gen Fiberbond Keratin Thickening Fibers • Increase your bottom line with our new Club.W women's collection • The art of delivering to the female market with top-of-head and micro-linking application • Transform pre-custom lace and skin units to custom units • Become a certified Luxia Artiss hair extension stylist • Deliver pre-custom skin units from start to finish • Procedures for custom hair orders, from mold making, proper hair samples, distribution, etc.

Learn from the industry's most successful business owners and see how you can grow your business by receiving one-on-one training at the best hair centers in the country or the comfort of your own salon.

Limited availability, please contact Debbie Metz for details: Debbie Metz | 1-800-359-4247, EXT. 343 | dmetz@newimagelabs.com

SHERRI RENÉE ATELIER

offers quarterly scheduled workshops at our flagship studios in Baltimore and DC. In addition, we custom tailor workshops for individual salon needs for on-site education.

For more detailed information, visit https:// www.sherrirenee.com/workshops, email us sherri_renee@mac.com or contact us directly at 410-799-8001 for a schedule of our upcoming workshops.

THE LINK MAGAZINE

39

WE

HAVE

HAIR

NOW

Can’t get service for client wigs and hair pieces?

WE ARE ACCEPTING REPAIRS!

1.888.HAIRART (1.888.424.7278)

Custom systems and wigs also available.

GREAT HAIR, GREAT SERVICE, NO EXCUSES We have women’s wigs, extentions and toppers

IN STOCK AND SHIPPING NEXT-DAY FROM CALIFORNIA Extend the life of your current pieces!

WE TEACH REPAIR & MAINTAINANCE COURSES IN-HOUSE service@houseofeuropeanhair.com Sales: Nancy B. 310.817.6645 Johanna B. 310.928.7657

House of European Hair 400 W. 157th St. Gardena CA 90248 @HouseOfEuropeanHair hehmens.com houseofeuropeanhair.com