BarberSociety Magazine int. Fall issue 2024 (in English)

STEFAN AVANZATO THE MORE YOU SHOW YOURSELF, THE MORE OPPORTUNITIES COME YOUR WAY BARBERSHOPS & HOTSPOTS IN DUSHI CURAÇAO AUTUMN 2024 HAIR COLOUR TRENDS

BARBERSOCIETY MAGAZINE

TIPS FOR CREATIVE ENTREPRENEURSHIP

FALL 2024 | #21 | € 15

BARBER KOOS & THE HIPPIE ARMY OF THE 1970S

Founding editor Marc van de Hare Editor in Chief Miranda Vlas, press@barbersociety.com Editor Leny Vlas Journalists Ben Copeland, Matthias Vanheerentals, Miranda Vlas Columnists Chris Foster, Dennis van Lierop, Cor Bouw Art direction & graphic design Merktuig, Jarno Aafjes, Dagmar van den Brink Online sales www.barbersociety.com/magazine Advertisements & Publisher BarberSociety B.V.Amsterdam, the Netherlands, Miranda Vlas +31 (0)6 54 212 432 info@barbersociety.com www.barbersociety.com @barbersocietymag ©BarberSociety is a publication of BarberSociety B .V. Nothing from this publication may be copied without the prior consent of the publisher. BarberSociety may not be included in a portfolio of magazines without prior written consent. BarberSociety is not responsible for any inaccuracies in this publication. BarberSociety is not responsible for any actions by third parties that could ensue from reading this publication.

BarberSociety reserves the right to publish submitted materials entirely or partially without notification.

The publisher excludes any liability for damage due to printing errors or other inaccuracies. More information is available at www.barbersociety.com.

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EDITORIAL THE GENTLEMAN’S SANCTUARY

Stefan Avanzato’s creative take on modern grooming

12 Mari De Monte’s journey

FROM ACTING TO BARBERING

of creative entrepreneurship

16 Mari de Monte, Steph Binnie, Jürgen Niederl, American Crew, Chris Mattick, Attila Can, TRENDS

Enes Dogan (for Wahl professional), Ayoze Medina & Paco López, Cay Kleeven

38 Grooming, In Shop, Lifestyle 42 Interview with Sven Bendotti 48 Column Dennis van Lierop 50 52 Barbershops & Hotspots in Willemstad, Curaçao 60 Column Cor Bouw 62 By Jim Shaw 64 Column Chris Foster 66 Fade with design Wijsman family contributed 70 The to a milestone in hairdressing history PRODUCT NEWS

THE DIFFICULT ROAD TO A BREAKTHROUGH

ELEVATE YOUR CUSTOMER EXPERIENCE TO NEW HEIGHTS BARBERSHOPS IN A UNIQUE LOCATION BARBERS & THE CITY

CREATIVE ENTREPRENEURSHIP

MEN’S AUTUMN 2024 HAIR COLOUR TRENDS HOW CAN YOU INCREASE YOUR INCOME STEP BY STEP

ALL IN THE FAMILY

74 A report from the first time BARBERSRIDE ’24

in the mainland of Europe!

78 Keune Barber Connect event (FR) 81 Sign up for the exclusive BARBERcue workshop!

THIS BARBERPOLE IS TRAVELLING TO…

Hair: Ayoze Medina & Paco López (ES) Photography: Paco López @barberiaayozemedina @thebarbershopbypacolopez

BBQ AUTUMN WORKSHOP

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E D I TO R I A L

Creative Entrepreneurship The summer holidays seem like an eternity ago, but I still think back with a big smile to my trip to sunny dushi Curaçao. Of course, I couldn’t resist checking out some barbershops there, resulting in a cool ‘Barbers & the City Willemstad’ feature! You will find it on page 52. Many Dutch people fly to Willemstad around Christmas, and I totally understand: the sun shines beautifully and the island is full of nice spots. We enjoyed our stay at the Marriott Beach Resort, a top hotel and the perfect base to explore Willemstad and the beautiful bays on the west side.

Saturday means beer, ‘bitterballs’ and of course hits from Dutch singer André Hazes!

For me, holidays really are the time to get away from the daily grind. It is the time to unwind and make room for new ideas. And as soon as autumn starts again, I am eager to implement those ideas with full energy. As a barber, you know better than anyone how important it is to offer your clients a unique experience. But how do you make sure you stand out in an increasingly competitive market? The answer lies in Creative Entrepreneurship, which is therefore the focus of this autumn edition.

Belgian barber Sven Bendotti takes us through the ups and downs of his entrepreneurial journey and immediately shares some tips along the way. For example, he told us how he simply went outside to work during a power outage, which meant he did not have to disappoint his customers, including a groom-

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to-be. Coincidentally, we also had a power outage here in Amsterdam.... You guessed it: we continued working outside, completely inspired by Sven!

In addition, Mari de Monte from New York, who made a career switch from actress to barber, shares her creative approach.

And Stefan Avanzato tells us all about his genius all-in-one barbershop concept in London.

We also spoke to business coaches Cor Bouw and Dennis van Lierop, who will give you valuable practical tips on creative entrepreneurship. And also consider the location of your barbershop: in this edition, you’ll find examples of barbers who have chosen surprising locations.

I myself provide the right atmosphere in my shop on Saturdays with beer, ‘bitterballs’ (a Dutch delicacy) and the hits of Amsterdam artist André Hazes - befitting our Amsterdam roots.

Customers come not only for a haircut, but also for the experience. But of course, there are countless other ways to be creative in business, and we have collected them for you in this edition. Creative

entrepreneurship is about continuous learning, growing, and thinking outside the box.

Let yourself be inspired by colleagues, attend workshops, visit trade events, and stay up-to-date with trends.

Who knows, your next brilliant idea might start a new trend.

A special milestone This year, our barbershop in the centre of Amsterdam celebrates its 90th anniversary - what a milestone! On page 70 you will read about another important milestone, one that has played a major role in Dutch barbering history. I think this is a special ‘All in the Family’ story.

Furthermore, in this edition, you’ll find the latest trend collections, hair colour trends

by Jim Shaw (UK), tips from

Chris Foster to boost your income, a step-by-step tutorial, product news as well as a photo report of the BarbersRide and the Keune Barber Connect event in France.

This autumn edition is packed with inspiration, practical tips and stories that are sure to captivate you. Be inspired by the creativity of fellow barbers and business coaches and discover new ways to take your business to the next level!

Happy reading!

Marc van de Hare Founder BarberSociety Owner Van de Hare Amsterdam Barbers

PS: Fancy a fun afternoon?

If you happen to be in the Netherlands on Sunday 13 October, do visit our exclusive Autumn BARBERcue workshop at Weber Grill Academy Haaglanden from 4:00 PM to 8:30 PM. Will we see you there? Scan the QR code!

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INTERVIEW

Stefan Avanzato’s creative take on modern grooming In the heart of London’s prestigious Mayfair district, a revolution in men’s grooming is taking place. Gone are the days when a barbershop was just a place for a quick trim and shave. Today’s discerning gentlemen are looking for a comprehensive grooming experience, and innovative entrepreneurs like Stefan Avanzato are rising to meet this demand.

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Avanzato’s journey from a traditional barbershop to a full-service men’s grooming destination exemplifies the concept of creative entrepreneurship in the industry. His vision? To create a one-stop shop for men’s grooming needs, a sanctuary where clients can indulge in a wide array of services while escaping the pressures of their busy lives.

@avanzato_grooming_lounge

The more you try and do and the more you put yourself out there, the more opportunities that will come your way

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“My vision was to create a one-stop shop for men to come and have all those services done, a whole sort of lifestyle store,” Avanzato explains. This approach goes far beyond the traditional offerings of haircuts and shaves, extending to services such as manicures, pedicures, massages, facials, and even advanced treatments like PRP for hair loss.

Redefining the barbershop experience What sets Avanzato’s establishment apart is not just the range of services offered, but the entire philosophy behind the business. “Our vision was to create a sanctuary for men, a private space away from prying eyes where they can come for their grooming needs,” Avanzato explains. “It’s a place where they can truly switch off from the outside world and escape the 8

pressures of their busy lives.”

This focus on creating a comfortable, judgment-free environment has resonated strongly with his clientele, many of whom are high-profile professionals, celebrities, and sports personalities. The result is a loyal customer base that views the barbershop not just as a service provider, but as a retreat from the outside world.

Expanding beyond grooming Creative entrepreneurship in the barbering industry isn’t limited to expanding service offerings.

Avanzato has leveraged his space and client relationships to create unique experiences that go beyond grooming. The 1400 square foot space serves as a venue for various events, from client birthdays to breathwork classes and even watch and tailoring events.

“We’ve created a curated space where our clients can discover new luxury brands, emerging artists, and unique experiences,” Avanzato explains. “It’s about offering a holistic lifestyle experience that extends beyond traditional grooming services.”

This approach not only adds value for existing clients but also attracts new customers who might be drawn to these unique events.

The power of personal connections One of the key factors in Avanzato’s success has been his ability to build strong, personal relationships with his clients.

“Our clients don’t just remain customers; they become great friends and extended family,” Avanzato reflects. “They are the best source of market research.”

This close connection allows him to understand his clients’ needs and interests deeply, informing

his business decisions and service offerings.

These relationships extend beyond the barbershop chair.

During the COVID-19 pandemic, when the shop was closed for nine months, Avanzato channelled his energy into writing a book about men’s confidence and mindset. This project not only kept him productive during a challenging time but also provided additional value to his clients, further strengthening their loyalty.

Giving back to the community Creative entrepreneurship isn’t just about business growth; it’s also about making a positive impact on society. Avanzato has been involved in various charitable initiatives, including Style for Soldiers, where he provided grooming services to injured servicemen, and a project in Senegal where he taught

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barbering skills to locals.

Avanzato’s work in Senegal exemplifies his commitment to sustainable community development. Rather than simply providing temporary assistance, he focused on empowering locals with valuable skills. By teaching barbering techniques to individuals from different villages, he enabled them to support their families and communities in the long term. “It’s about giving people the tools to build their own future,” Avanzato explains, reflecting on his experience.

Looking to the future As the barbering industry continues to evolve, Avanzato is already thinking about the future.

He sees potential in expanding internationally, possibly to high-end locations in the UAE or Saudi Arabia. He’s also noted the trend of barbershops opening in luxury hotels, catering to travellers and tourists.

However, he’s cautious about expansion, recognizing the importance of maintaining the high standards he’s set. “I can’t have a barbershop in Mayfair and now go and open one down the road in Croydon, for example, and charge the same prices. It just wouldn’t work,” he explains.

Lessons in creative entrepreneurship Avanzato’s journey offers valuable lessons for aspiring entrepreneurs in the barbering industry. At the core of his success lies a deep understanding of his target clientele and their needs. This insight has allowed him to tailor his services and create an environment that resonates with his high-end customers. By expanding beyond traditional barbering services, he’s transformed his shop into a unique, comprehensive grooming destination that sets itself apart in a crowded market.

One of the key takeaways from Avanzato’s approach is the importance of creating

experiences, not just services.

The events and atmosphere in his shop elevate a simple haircut into a lifestyle experience, giving clients a reason to return beyond just grooming needs.

This experiential approach is complemented by Avanzato’s focus on building strong, personal relationships with his clients.

These connections have been crucial to his success and growth, providing invaluable feedback and fostering loyalty.

Avanzato’s involvement in charitable initiatives demonstrates another important aspect of creative entrepreneurship - giving back to the community. These efforts have added depth and purpose to his business, further distinguishing it from competitors and creating a positive impact beyond the walls of his shop.

Perhaps most importantly, Avanzato’s success stems from his unwavering commitment to his vision. Despite pressure to start small, he pursued his dream of creating a high-end, comprehensive grooming destination. This determination, coupled with a willingness to take calculated risks, has been instrumental in his journey.

In an industry as traditional as barbering, creative entrepreneurship is about reimagining what a barbershop can be. It’s about understanding that for many men, grooming is about more than just looking good – it’s about feeling good, building confidence, and taking time for self-care. By recognizing and catering to these deeper needs, entrepreneurs like Stefan Avanzato are not just running successful businesses; they’re revolutionizing the entire concept of men’s grooming.

As Avanzato puts it, “The more you try and do and the more you put yourself out there, the more opportunities that will come your way.” For those willing to think creatively and take risks, the future of barbering looks brighter than ever.

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INTERVIEW

There’s no ceiling, you can just get as creative as possible to make it work. @mari.demonte, @low__ear

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From acting to barbering: Mari De Monte’s journey of creative entrepreneurship

A serendipitous start De Monte’s entry into the world of barbering was far from conventional. Originally from upstate New York, she moved to the Big Apple with dreams of becoming an actor.

“Hair was not originally my passion,” she admits.

“I actually went to college for acting.” However, a twist of fate led her to work closely with a group of male Shakespearean actors, where she found herself not only making wigs but also cutting hair to ensure it fit under those wigs.

This unexpected detour sparked a new passion, and at her mother’s suggestion, De Monte decided to pursue a career in hair.

In 2005, she made the move to New York City to become an assistant for a high-end French barber. “And that’s where it all started,” she says, marking the beginning of her journey in the barbering industry.

Rising through the ranks De Monte’s career progression is a story of dedication and perseverance. She spent four years as an assistant, helped open a shop in 2008, and then worked her way up from junior stylist.

After gaining experience in various high-end men’s salons, she took the leap to work for herself in a studio for seven years.

Finally, in May 2024, she opened her own shop, marking a significant milestone in her entrepreneurial journey.

In the heart of New York City, where the pace is relentless and personal space is a luxury, Mari De Monte has carved out a unique niche in the barbering world. Her journey from aspiring actor to award-winning barber and educator is a testament to the power of following unexpected passions and embracing creative entrepreneurship.

Her talent and hard work have not gone unnoticed. De Monte has been named Female Barber of the Year and has placed in the top five of Behind the Chair awards multiple times. While she acknowledges that these accolades didn’t directly impact her client base, they significantly boosted her self-confidence and pushed her to achieve more.

“Getting any sort of recognition from them didn’t really help my business as far as clients in the chair, but it helped the business 13

in creating confidence in myself that I can achieve more if I just push myself and if I just keep staying curious.”

Educating the industry About seven or eight years ago, De Monte expanded her role in the barbering world by venturing into education. This move allowed her to combine her love for barbering with her family’s background in teaching and her own experience in acting.

“It was kind of this perfect mix of something that I really love doing, a skillset job mixed with networking, connecting with people, seeing people push themselves and showcase their own work,” she explains.

Her approach to education is unique. When she first started,

she found a niche in bridging the gap between barbering and cosmetology, especially in areas where professionals from both fields were unsure about certain techniques. As a female educator in a predominantly male industry, De Monte brought a fresh perspective, showcasing how to elevate the craft of barbering by incorporating various techniques from cosmetology and European styling.

The New York City barbering scene Working as a barber in New York City presents its own set of challenges and opportunities.

In a city where personal space is at a premium, De Monte sees her role as providing more than just a haircut. “It’s the one time that you trust someone to actually be

in your personal space,” she notes, highlighting the importance of creating a relaxing environment for clients amidst the city’s chaos.

The barbering industry in New York has seen significant changes over the years. De Monte has observed an increase in diversity, with more female barbers entering the field and traditional barbering techniques gaining recognition and higher value. “People are not discriminating as much if someone’s getting a fade, or a line-up, or a clipper cut, which before was very like a cheap haircut. And now there’s people out there charging $150, $200 a haircut for a line-up and a fade, because people still see the value in it,” she explains.

Creative entrepreneurship in action Opening her own shop with limited resources required De Monte to tap into her creative problemsolving skills. “I am a creative.

I am not a business. I don’t even see myself as an entrepreneur.

I just really want to do hair,” she says. This passion, combined with her innovative thinking, led to unique solutions for funding her business.

To supplement her funding and involve her community, De Monte came up with an inventive idea that blends personal aspirations with business needs. “My fiancé and I, we don’t plan on ever having kids. So we’re like, this is our kid, this space is going to be our kid,” she shares. “So instead of doing like a baby registry, where people buy pillows and blankets and diapers, I’m like, let’s do a small business registry.”

This innovative approach yielded impressive results. “Everything you basically see has been donated by people on Instagram, by clients, by friends and family, and people I haven’t seen in forever,” De Monte says. The registry covered a wide range of items, from glassware to towels and curtains. “Being a creative

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entrepreneur is super lonely, but it’s the best way to showcase your creativity, because there’s no ceiling, you can just get as creative as possible to make it work. And people really respond to that.”

the barbershop as a speakeasy in the back, creating a unique space where people can enjoy drinks, music, and top-notch grooming services all in one location.

The future of Low Ear Studio Looking ahead, De Monte envisions her shop, Low Ear Studio, becoming a global destination for barbers and clients alike.

“I would like this place to be a place in the community that people know globally. So if someone is coming from Europe or overseas, they can always know that they’re always welcome to come and stop in here,” she says.

Embracing change and innovation De Monte’s career illustrates the ongoing evolution in the barbering industry. From her early days as one of few female barbers in high-end men’s salons to her current role as a shop owner and educator, she has adapted to and helped shape industry trends. Her experience highlights the importance of flexibility, continuous learning, and innovative thinking in building a successful career in barbering.

Her ultimate dream is to expand the concept, combining her love for barbering with her passion for music. She imagines a hi-fi bar with

As the industry develops, professionals like De Monte contribute to its growth by combining traditional techniques

with new approaches.

Her journey from aspiring actor to respected barber and business owner offers insights into the diverse paths one can take in the world of barbering and entrepreneurship.

For those visiting New York City, De Monte extends an invitation: “If anyone’s ever in New York, and they are bored in midtown and want to swing by to reach out, the door is always open for anybody in the community.”

Low Ear Studio represents De Monte’s vision of a space “made by a barber for barbers,” aiming to foster creativity and community within the barbering profession.

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MARI DE MONTE

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Hair & Photograpy: Mari de Monte (USA) @mari.demonte, @low__ear

USA

Hair & styling: Steph Binnie for Aaron Michaels (UK) Photography: Liam Oakes Model: Billy @am_barbershop, @hairbystephalexa

STEPH BINNIE

UNITED KINGDOM

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JÜRGEN NIEDERL

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Collection: Texas Rodeo Hair: Jürgen Niederl (AT) Photography: Viktoria Kager @grave_tiger, @holytigerbarbershop

AUSTRIA

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Collection: Texas Rodeo Hair: Jürgen Niederl (AT) Photography: Viktoria Kager @grave_tiger, @holytigerbarbershop

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Hair & photography: American Crew Model: Dominic

AMERICAN CREW JAVIER CAMPUS VENTOSO ’24 COLLECTION

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Hair & photography: American Crew Model: Philippe

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Hair & photography: American Crew Model: Jason

AMERICAN CREW JAVIER CAMPUS VENTOSO ’24 COLLECTION

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Hair & photography: American Crew Model: Tera Ab

ANALOGYK

AMERICAN CREW JAVIER CAMPUS VENTOSO ’24 COLLECTION

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Collection: Analogyk Hair: Javier Ventoso (ES) Hair assistant: Oscar Ventoso Photography: Esteban Roca Mua: Bea Torres y Odu Martínez Styling:Julia Asensio y Javier ventoso Communication: Hair & photography: Óscar American Martínez Crew @javier_ventoso Model: Gibril @oscarmr76

SPAIN

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Hair & photography: American Crew Model: Leandro

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Hair & photography: American Crew Model: Alex

AMERICAN CREW CAMPUS ’24 COLLECTION

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Hair & photography: American Crew Model: Alejandro

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Hair & photography: American Crew Model: Wangou

AMERICAN CREW CAMPUS ’24 COLLECTION

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Hair & photography: American Crew Model: Paulo

CHRIS MATTICK, ATTILA CAN, ENES DOGAN

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Collection: Eclectic Disruption feat. Education Team Hair: Chris Mattick, Attila Can, Enes Dogan for Wahl professional (DE) Photography: Wahl Professional, @bursting_pixels Styling: @cemvankay @chrismattickhair, @attila.can, @enesdogan_de, @wahlproeurope

GERMANY

FOR WAHL PROFESSIONAL

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Collection: SYNERGY Hair: Ayoze Medina & Paco López (ES) Photography: Paco López Styling: Paco López & Ayoze Medina @barberiaayozemedina, @thebarbershopbypacolopez

AYOZE MEDINA & PACO LÓPEZ

SPAIN

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Collection: SYNERGY Hair: Ayoze Medina & Paco López (ES) Photography: Paco López Styling: Paco López & Ayoze Medina @barberiaayozemedina, @thebarbershopbypacolopez

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Collection: SYNERGY Hair: Ayoze Medina & Paco López (ES) Photography: Paco López Styling: Paco López & Ayoze Medina @barberiaayozemedina, @thebarbershopbypacolopez

CAY KLEEVEN

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Hair & photography: Cay Kleeven (NL) @barbercaykleeven

THE NETHERLANDS

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Hair & photography: Cay Kleeven (NL) @barbercaykleeven

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Hair & photography: Cay Kleeven (NL) @barbercaykleeven

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Hair & photography: Cay Kleeven (NL) @barbercaykleeven

AMERICAN CREW BOOST POWDER The BOOST POWDER franchise is all about giving that lightweight, matte and full head of hair that you desire. American Crew’s Boost Powder, now available in a 20g format, is the perfect answer to today’s trends for effortless, natural looks. This lightweight powder provides volume, thickness and a matte finish. Suitable for layering with all other American Crew styling products, Boost Powder adds dimension for a spectacular, gravity-defying texture.

More information www.americancrew.com

DON DRAPER HAIR TONIC YELLOW

GROOMING

Greaseless hair tonic with a summery scent

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Offers light to medium hold without sticking.

Also suitable as a light pre-styler for more volume. Simply massage the scalp in the morning and style the hair with the hair tonic.

It immediately gives a silky-soft feel.

Moisturizes the scalp and hair. All day long.

Dry scalp, itching and dandruff have no chance.

Feels oily, but is oil-free. Doesn’t leave any greasy stains either. With stimulating ginger root extract and a summery scent.

Packaged in a high-quality glass bottle.

More information www.pomadeshop.com

CAPTAIN NEW FAWCETT’S BIANCO CLASSICO RANGE The Captain’s debut ‘Bianco Classico’ range is crafted to enhance the natural brilliance of white and platinum strands.

Tailored for all hirsute gentlemen, it’s simply ideal for the Grey Wolf and Silver Fox. Or, for that matter, the Steel haired Stallion.Delectably fragranced to complement companion items in the range, Bianco Classico combines Woody Rosemary & Star Anise with invigorating Cyclamen, mineral Ambergris, calming Cedarwood & sun toasted Tonka to evoke the seasons of a life well lived.

The Bianco Classico range includes Shampoo, Beard Butter and Moustache Wax. www.captainfawcett.com

Firm hold Introducing HEAL’S HAIR. Offering a range of three water-based premium hair styling products, HEAL’s HAIR is formulated specifically to help prevent hair loss.

A premium, all-natural formula, they contain 9 active ingredients to help stimulate hair growth and prevent hair loss.

The nourishing Hybrid Styler contains active ingredients to reduce hair loss, improve hair density and promote healthy hair and scalp, leaving you with a strong and re-workable style. Gain a firm hold with a luxurious pomegranate and sage scent. Best for short, thick, voluminous hair.

More information www.healshair.com

GROOMING

HEAL’S HAIR HYBRID STYLER NEW

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Convincing performance & quality The VANQUISH™ is a groundbreaking hair dryer for professional barbers: quiet, fast, and with digital precision for even drying without damaging the hair. With advanced technologies such as SmoothTone™ and FlowControl, it offers unprecedented performance and ease of use.

The IONIC function ensures shiny hair without static electricity. The lightweight design (320 grams) reduces strain on wrists and arms. The LED screen clearly displays settings, while the memory function increases userfriendliness. The digital 1600Watt BLDC motor guarantees efficiency and durability.

Includes two magnetic styling nozzles and a diffuser.

WAHL PROFESSIONAL VANQUISH™ NEW

More information www.wahl.com

WAHL PROFESSIONAL HI-VIZ™ TRIMMER

IN SHOP

The Wahl Hi-Viz™ trimmer is an innovative tool for barbers who strive for perfection.

With a special T-blade and optimal visibility of the cutting blade, it offers ultra-precise results.

The Adaptive Speed Control automatically adjusts the motor speed to the hair texture.

The diamond-like carbon coating ensures longer life and less heating. The ergonomic design and advanced construction make the trimmer comfortable and manoeuvrable. With a long working life and fast recharging time, the Hi-Viz™ is always ready to use.

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More information www.wahl.com

REFERENC FERNABEE ALL BLACK LEATHER Combine an iconic design with the comfort of a sneaker by wearing the Fernabee. This pair in smooth premium Italian calfskin leather is set on a rubber sole for a contemporary twist. Handmade in a small family-owned factory in Tuscany.

More information www.referencstudios.com

MAIUM TRENCH BLACK The MAIUM Trench Coat for men is a fully waterproof raincoat designed for movement. The traditional oversized silhouette reflects the first introduction of the Trench in 1901. Easily transforms into a poncho for bicycle or e-scooter.

Made from organic cotton and 111 recycled plastic bottles.

LIFESTYLE

More information www.maium.nl

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INTERVIEW

Sven Bendotti on his difficult road to a breakthrough 10 years ago, Sven Bendotti opened his own barbershop in Maaseik (Belgium), the ‘Bendotti Barbershop’.

It currently employs five barbers. Recently, a ladies hair salon has also been added. Sven also gives and follows all kinds of training himself and is more in tune with trends than ever. We talk to him about his difficult start and how he eventually managed to achieve success.

We let ourselves be inspired more by trends and respond to them as well 42

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@bendottibarbershop

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Since childhood, Sven Bendotti wanted to become a hairdresser.

The passion for hairdressing was instilled in him by his grandmother’s hairdresser.

“On weekends, I always accompanied her when she went to her hairdresser in Genk,” says Sven. “I was tremendously impressed by how creative that hairdresser was. I thought it was particularly cool. That inspired me to become a hairdresser too.

When I was 11, I dared to tell my parents that I wanted to pursue that profession. My parents supported me 110 percent. That was a positive surprise. At 14, I was already enrolled in the Hasselt hairdressing school and followed the training.”

at that time, there were not many real barbers. Few people knew the concept of ‘barbershops’ because they were not as trendy then as they are now. People didn’t believe in the usefulness of the concept.”

Back alley Ten years ago, Sven opened his barbershop in a small secluded back alley in Maaseik. “It’s important to be accepted in a city. At first, the residents found me a bit of an odd case because I also look a bit different from the average Maaseik resident.

I’m different, but I do something fun. That stimulates me.” However, the location turned out to be a mistake from the start.

What I notice is that a lot of people start mixing trends.

First barbershop After graduating, Sven first started a classic barbershop in Opoeteren (Belgium), where he worked for ten years with great love and passion for the trade. At one point, he wanted to integrate his business into his home which was then in the Netherlands, but he did not get a permit. That’s when he decided to hand over his business in Opoeteren, to another hairdresser and start a new business in Maaseik.

“I wanted to go back to basics,” Sven says. “I went all the way back to the history of the hairdressing profession. I ended up delving more and more into the barber world, long before the barber profession became popular again.

This was not obvious because

“For my former customers in Opoeteren, the new business was too far. Moreover, new customers had difficulty finding the business or couldn’t find it at all.”

Imminent bankruptcy Sven barely had eight customers a week. “I thought people would find me automatically. It wasn’t like that. Customers need to see you first, and only then does it start to work. I was far too stubborn to believe that. Maybe I should have done my market research better. I was heading for bankruptcy. Still, I don’t see the difficult start as a blunder. It had to be, otherwise I wouldn’t be standing where I am today. If you can turn a blunder into a learning moment, it is no longer a blunder.”

New start Sven did not give up and was able to make a fresh start in a new location just one year later, thanks to a golden tip from a customer. “The rescue came from a customer who was a real estate agent.

He advised me to move to a better location, namely ‘the Bosstraat’. That is a popular shopping street in Maaseik and, according to him, the only street that really matters. A small building of 23 square metres was available there. Although I had no budget, I was going to try it anyway. Should I fall flat on my face, so be it. I opened on ‘Customer Day’. I had chosen my momentum.”

Business is booming The new location marked his breakthrough. Meanwhile, the barbershop moved three more times, but always stayed on the Bosstraat. “We’re now in a building with three floors,” says Sven.

“Business is going very well at the moment and there are now five barbers working in the shop. Since April, there’s also a ladies’ salon.

Somehow I hope our customers will now bring their wives too. We started it because my daughter wants to become a hairdresser.

When she graduates from the Hasselt School of Hairdressing, she can start working here right away. During covid, I already had some female hairdressers from the Netherlands working here because they were unemployed there.”

Creative entrepreneurship Sven tries to be as creative as possible in his entrepreneurship.

Every day, a one-hour lunch break is held where experiences are exchanged, and once a month a brainstorming day is organized with all barbers where new ideas are developed. The business has an online appointment system where customers can schedule their own appointments. Every Thursday evening, the shop is open until 9:30 PM. “This formula is very successful,” says Sven. “It’s the 45

busiest day of the week. If you want to get your hair cut at our shop on Thursday evening, you have to wait a month.”

Discounts for customers Regular discounts are also given to loyal customers. “Sometimes they don’t even have to pay anything at all, and then they’re pleasantly surprised,” says Sven.

The barbershop also responds to unexpected situations.

“A few months ago, there was a power outage that left the entire city without electricity.

Because there was no more light in the shop, we just cut the customers’ hair outside.

I always think in solutions and want to help my customers, especially the boy who was getting married that day.

That was extensively covered in the news. That indirectly gave us more publicity again.”

Responding to trends Sven always wants to have satisfied customers. In the past, standard hairstyles were always offered from which the customer could choose. “We didn’t do anything else,” he says. “But standing still is going backwards.

We now move more with our time, don’t get stuck. We try to approach things differently now by letting ourselves be inspired more by trends and responding to them as well. We offer those.

That creates challenges for us and we like that. It’s fun to cut something different. That way our work doesn’t become a routine. The new approach pays off. Our customer base is expanding. We’ve become much more versatile.”

Photography: © Steven Thoelen, Marino Bendotti, Sven Bendotti

Mixing trends He sees many trends in men’s hairstyles. “Many men want colour in their hair. We see that a mullet is popular again as a neckpiece.

Curls are also coming back more.

Young people, on the other hand, want a TIKTOK haircut. What strikes me is that many people are mixing trends. That brings a lot of creativity with it. I don’t know what the trends for the future are.”

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Giving and taking training courses When Sven started as a barber ten years ago, there were no training courses for it yet. He regularly takes training courses himself. “Together with an Academy, I’ve brought international barbers here, like Josh Lamonaca, Alan Beak, and Charles Gray. I take those training courses, together with the team.”

But Sven also gives training courses himself. “A year and a half ago, we started a beginner’s course. We organized the training from ‘zero to barber’. It pleases me that we’ve taught quite a few people the profession, all have started as barbers. Two have their own barbershop, the rest work in a salon. Those are nice things.

I see that reflected on social media and also that other barbers use our techniques.”

Learning a lot By giving training, Sven also learns a lot himself. “I also learn a lot from students who sometimes have a different view on the profession. It’s constantly in motion. We’re also going to take a women’s training course, because we’re going to use those techniques for men as well.

To create our own identity again. We’re also on an online platform where new hairstyles and changes are shown.”

involved in the development of their products by Schwarzkopf.

Because I now know more about the products, I can also work better with them. Through the ambassadorship of these two brands, I’ve already been able to travel to Barcelona and Hamburg and have been able to work at Cosmoprof in Bologna for several years. If you do it purely because it brings you something, you shouldn’t do it.

It has to be a passion.”

Ambassador Sven is also an ambassador for a number of brands, such as STMNT and BabylissPro. He appreciates such an ambassadorship.

“It’s an honor to be an ambassador. I only do it if I stand behind it.” Sven doesn’t just accept an ambassadorship.

“I always have an extensive conversation with the founders.

I have to be 100 percent convinced of their product.

With STMNT, I was convinced because three barbers were also

Most beautiful moment Finally, Sven looks back on his career as a satisfied man. “If I had to do it again, I would do exactly the same as it has been for the past 10 years. Everything happens for a reason. If something doesn’t work out, it had to be that way.

And we keep trying until it does work. I would do exactly the same again.” His most beautiful moment so far? “I have many beautiful moments, like the satisfaction of a customer. So I don’t have one, but many.”

I also learn a lot from students who sometimes have a different view on the profession.

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C O LU M N D E N N I S VA N L I E R O P

Creative Entrepreneurship in Barbering:

Three Levels of Experience: Expected, Delighted, Excited We’ll skip over the first two levels - meeting expectations and delighting customers - as these are the bread and butter of your business. You’ve already built a successful career in the world of barbering and gentlemen’s grooming by mastering these elements. But what if you could go further? What if you could create an experience so unique and exciting that it sets your barbershop apart from every other? This is where creative entrepreneurship truly shines.

Defining Your Mission, Vision, and Values Before diving into tactics, it’s crucial to be clear on your mission and vision. Your purpose and values are the moral compass that guide your everyday actions and decisions, driving you toward achieving your vision. These elements not only shape your business but also influence how your customers perceive your brand. With a strong foundation, you’re better positioned to implement strategies that resonate with your clientele.

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Identifying and Focusing on Top Customers Assuming you have the right software and systems in place, you can easily identify your top customers - those who match your client avatar 100% and bring in the most margin-rich revenue.

These are the customers who deserve special attention.

By focusing on them, you not only increase customer satisfaction but also boost your bottom line. Creative entrepreneurship can help you cultivate these relationships.

In-Shop Events: Elevating the Experience One way to excite and engage your top customers is by hosting exclusive in-shop events.

These events should be designed to create memorable experiences that resonate with your clients and reinforce your brand’s unique identity. Consider the potential outcomes: Themed Grooming Nights: Organize events around specific themes, such as a “Vintage Shave Night” where clients can experience classic grooming techniques with a modern twist.

Offer complementary drinks and snacks that match the theme, creating an immersive

Photo: @maccasyagency

Let’s imagine you are in the business of delivering an exceptional customer experience, and there are countless opportunities to tap into the power of creative entrepreneurship to truly wow your customers.

In an industry where the standard expectations are already well-defined, what can you do on a regular basis to elevate your service beyond the ordinary?

experience that clients will talk about.

Product Launch Parties: Partner with premium grooming product brands to host launch events in your shop. Invite your top clients for an exclusive first look and demonstration of new products, positioning your shop as a trendsetter in the industry.

G rooming Masterclasses: Offer masterclasses where your clients can learn the art of grooming from your top barbers. This not only provides value to your customers but also establishes your barbers as experts in their field, enhancing your shop’s reputation.

Elevate Your Customer Experience to New Heights Going Beyond the Chair: Expanding Your Offerings To truly stand out, consider expanding your product and service offerings beyond traditional barbering. The potential outcomes include: Lifestyle Products: Start selling high-quality lifestyle products that complement your grooming services. Stylish men’s accessories, luxury shaving kits, or even custom fragrances can create an additional revenue stream and enhance the overall customer experience.

Subscription Boxes: Curate a monthly subscription box featuring grooming products, lifestyle items, and exclusive offers from your barbershop.

This keeps your brand at the forefront of your customers’ minds and encourages repeat visits, building loyalty.

Flexible Hours & VIP Appointments: Offer flexible opening hours or VIP appointment slots that cater to your top clients’ schedules. Early morning or late-night appointments make your shop more accessible

and appealing to busy professionals, adding value that goes beyond the norm.

Original Social Media Use: Showcasing Your Creativity Social media is a powerful tool for showcasing your creativity and engaging with your audience. Use it to: H ighlight Events and Promotions: Share behind-the-scenes content from your in-shop events or post about upcoming promotions to build excitement.

Use Instagram Stories or live streaming to give followers a real-time glimpse into what’s happening at your shop, fostering a connection with your audience.

Client Spotlights: Feature your top clients on your social media channels, highlighting their unique style and the services they receive. This not only makes them feel valued but also serves as a testimonial to attract new customers.

Interactive Content: Engage your audience with interactive content, such as polls,

Q&A sessions, or even virtual consultations. This keeps your followers engaged and strengthens the relationship between your brand and your clients, ensuring they stay connected to your business.

Interested in a customised strategy? Then contact me via Instagram (@halo_edutainment) or by e-mail: info@halo-edutainment.com.

Dennis van Lierop @halo_edutainment

Partner with HALO Academy: Achieve Your Goals Quicker and More Sustainably In an employee-driven market where customers have the power to choose, standing out is essential.

Authenticity and offering benefits that truly resonate with your clients are key to success.

To accelerate your growth and ensure long-term sustainability, partnering with the right resources is crucial.

This is where HALO Academy comes in. We specialize in supporting barbershops like yours by providing tailored strategies and training that align with your vision and goals. By partnering with HALO Academy, you gain access to the expertise and tools needed to differentiate your business, attract top talent, and achieve your goals more efficiently and effectively. Together, we can elevate your barbershop to new heights, ensuring it thrives in today’s competitive market.

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BARBERSHOPS IN A UNIQUE LOCATION Lovely to combine a visit to the barber with a bite or drink in the foodhall

@de_chapper

Yannick Verbinnen, De Chapper, Belgium New barbershop in Mechelen food hall Yannick (27) opened his been great so far. Customers love barbershop, De Chapper, this year that they can combine a visit to in ‘De Vleeshalle’ in Mechelen, the barber with a nice bite or drink Belgium. De Vleeshalle is a culinary in the food hall. I aim to become a hotspot where visitors can enjoy barber for the entire Mechelen various cuisines. “There’s a really community. I want to focus on nice vibe,” says Yannick. “It’s a listening to what people really cozy place with many visitors. The want and making sure everyone reactions to my barbershop have feels comfortable.”

Barber Kevin, Barbershop De Praatkamer, the Netherlands Combining the tough motorbike culture with the creative barber profession Barbershop de Praatkamer is Motorcycle, Royal Enfield, the barbershop is unique located in Lowlands Biker Store Moto Guzzi and Aprilia, in its kind and caters to the wide in Zwolle (NL), a motorbike shop among others. Combining the target group that visits the where they sell motorbikes by rugged motorbike culture with motorbike shop. Barber Kevin of Harley-Davidson, Indian the creative barber trade, barbershop De Praatkamer Zwolle says: “Here we don’t just cut hair, we share stories. A place where style and passion come together, for the man who loves good conversation and a perfect cut.”

Here we don’t just cut hair, we share stories

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Christof Brans, Barbershop Branske, Belgium The bread-baking barber or the hair-cutting baker?

Christof (49) from Nieuwerkerken (BE) has now opened a barbershop next to his bakery.

“I’ve had a bakery for 24 years but wanted to pursue my other passion, which is cutting beards and hair. I get up around 1.30am to start baking, so the bakery can offer fresh bread in the morning. In the afternoon, I work as a barber in my barbershop ‘Branske’. Everything happens under the same roof.

Of course, I pay attention to hygiene: the rooms are separate, I always take a shower and put on different shoes. There’s not much time for sleep. I have two professions from which I get a lot of satisfaction from the customers’ reactions.

Both businesses refer customers to each other. This whole project wouldn’t be possible without my wife.”

@barbershopdepraatkamer

@branskehaarsnijderenbarbier

Both businesses refer customers to each other

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BARBERS & THE CITY

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We showcase a different city in each edition of BarberSociety magazine as a source of inspiration.

In this edition, we’re spotlighting colorful Willemstad, the capital of Curaçao and the former capital of the Netherlands Antilles.

Check out Willemstad’s cool barbershops and the hotspots local barbers say you really shouldn’t miss when visiting their city.

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BARBERS & THE CITY

Stateless Barbershop Caracasbaai weg 197 E Willemstad Curaçao +5999 6791014 / 5131199 @stateless_barbershop The newly opened Stateless Barbershop is an oasis of calm.

Not least because the shop has a very clean appearance - white - with plants and candles as the only decoration. Alex (@alexdcuts) and Wenson (@wm_asian_barber) want men to relax in their barbershop in a peaceful atmosphere. Alex, born and raised in Willemstad with Portuguese roots, says: “We cut everyone, every hair type and every style. Everyone is welcome here.” You can find Stateless on Caracasbaaiweg, which leads to the famous Jan Thiel Beach.

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OUR HOTSPOTS De Fles Schottegatweg West 367A Willemstad +599 9 512 7800 www.deflescuracao.everyorder.io www.facebook.com/deflescuracao One of our favorite restaurants belongs to one of our customers: De Fles. The food is good, it’s affordable, and it has a nice and cozy atmosphere. It’s located in an unexpected place, but it’s definitely worth recommending!

Zanzibar Beach & Restaurant Jan Thiel Beach Willemstad +599 9 747 0633 @zanzibar_curacao Located at Jan Thiel Beach, you can find the charming Zanzibar Restaurant. As the name implies, the bar and the restaurant radiate

warmth and coziness of East Africa. Alex: “The drinks are great, and it’s a fun spot if you’re in the mood to party.”

YDK A brand originating from Curaçao.

Available at: Changes Curaçao Kaminda Saliña, Mundial Shopping Centre Madurostraat Punda @changescuracao The Athlete’s Foot Curaçao Breedestraat 29 Willemstad @theathletesfootcuracao YDK is a super cool quality brand developed in Curaçao. YDK started in 2014 with caps featuring the slogan ‘United We Stand’ to create unity in Curaçao. Now, 10 years later, it has become a wellknown brand proudly worn by locals and beyond!

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BARBERS & THE CITY

Strak Strak Barbershop 17A Drukkerijstraat Willemstad Curaçao +599 9 465 2041 www.facebook.com/p/ Strak-Strak-BarbershopKapsalon-100054440291791/ Strak Strak Barbershop is located in the historic city center of Punda, the heart of Willemstad, just around the corner from the most famous and largest market in Curaçao - the round market. The barbershop will celebrate its 30th anniversary next year and is a well-known establishment in Willemstad. Owner Germain Brunken says: “Because we have been around for so long, we have gained recognition. We are very centrally located and easily accessible. We employ the best barbers from various parts of the world, such as Colombia, Jamaica, and the Dominican 56

Republic. It’s always cozy here; we have a TV, terrace, snack bar, and we also offer other treatments besides haircuts, like manicures and pedicures. Sometimes customers come just to watch sports on our terrace or to have a drink in a pleasant atmosphere.

We also organize music events at various locations in Willemstad.”

OUR HOTSPOTS Steak & Ribs Rif Fort Village, Unit B-314 Otrobanda Willemstad +59995257591 / +59994629454 @steakandribs_riffort For the best meat and delicious dishes, you must visit Steak & Ribs!

Plasa Bieu De Ruyterkade 4339+QVH Willemstad (opened from 10am to 3pm) If you want to enjoy local dishes and have a delightful lunch among the locals, I recommend going to Plasa Bieu at Waaigat, also around the corner from our barbershop.

In the building, the Old Market, there are about 6 local restaurants. Be sure to try the Jambo/Guiambo, a delicious okra soup with fish and meat, or a Stoba (stew).

Mayas Clothing Prinsenstraat 80 Willemstad @mayasclothingcw Here you can find exclusive sneakers and clothing. Top shop!

Bar P Santa Rosaweg 40 Willemstad @barpcuracao When we feel like having a fun evening, we go to Bar P. A meeting place with great club nights.

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BARBERS & THE CITY

U. The Barbershop Kura Hulanda Village 8 IJzerstraat Willemstad Curaçao +599 9 681 4557 @uthebarbershop In an authentic little building, located right next to the entrance of the Kura Hulanda Museum and Village in the Otrobanda district, owner Andy gives his customers a perfect barber treatment.

When you enter U. The Barbershop, you feel like you’ve stepped back in time. The barbershop is stylishly decorated with classic furniture, vintage barber photos adorn the walls, and the barbershop exudes tranquility, warmth, and comfort.

Andy: “I want to offer my customers a real barbershop experience, like you used to have in the past. Customers can come to me for shaving, cutting, and beard treatments. After shaving, 58

I massage in almond oil or krappa oil for sensitive skin. Quality is my top priority. The barbershop isn’t called ‘U’ for nothing; it’s all about the customer. I want a customer to feel comfortable and at ease here and to walk out the door with a haircut that suits their personality. And of course, enjoy a good conversation in the chair in peace!”

OUR HOTSPOTS Restaurant Kome 6 Johan van Walbeeckplein Willemstad +599 9 465 0413 www.komecuracao.com @komecuracao At Kome in the Pietermaai neighborhood, you can taste the most delicious dishes in a beautiful ambiance. They have a highquality menu with local dishes prepared by a very good chef.

SAL the kitchen Penstraat 47 Willemstad +599 9 521 3211 www.sal.kitchen @sal.thekitchen A unique dining experience on Penstraat! They have a special menu with excellent dishes and delicious wines.

Atmospheric restaurant.

Restaurant Komedor Krioyo in Landhuis Dokterstuin Weg Naar Westpunt in het plaatsje ‘Barber’ (!) +599 9 864 2701 www.facebook.com/restaurantkomedorkrioyo Here you can eat authentic Curaçaoan dishes for a great price. Be sure to try the stews, such as the goat stew (Kabritu) or papaya stew. The Bakkeljauw (traditional fish dish) is also recommended. The restaurant

is located in Landhuis Dokterstuin.

A plantation used to surround the country house, and it stands on a site that was once the grounds of an Indian village.

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C O LU M N C O R B O U W

Creative entrepreneurship: the key to success for barbershops Creative entrepreneurship for barbershops is about constantly coming up with and implementing new ideas to take your business to the next level. It is about innovation and inspiration, and the ability to stand out from the competition by seizing unique market opportunities.

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Photography: © Harold Meerveld

Innovation: the power of differentiation

Innovation is crucial for creative business. For a barbershop, this means developing new haircutting techniques, offering unique products or services, and creating an unforgettable customer experience. Constantly innovating keeps you relevant and attracts the attention of potential customers. Examples of innovation in barbershops include creating your own barbershop in a unique location such as a store-in-store concept and working at festivals and/or company parties for extra exposure. Experience-oriented services like massages and hot towel treatments add extra value for customers. Moreover, you can surprise loyal customers with a discount on their birthday.

Inspiration: the fire that keeps burning

Inspiration gives barbers the energy and motivation to keep going, even in difficult times.

It helps you develop new ideas and overcome obstacles.

Inspiration can be found in trade literature, seminars, networking with other barbers and following the latest trends in the hair and fashion industry. Ways to gain inspiration include visiting trade fairs and seminars where the latest trends and techniques are presented, surrounding yourself with other creative and successful barbers, and following leading barbers and hairstylists on social media for daily inspiration.

Additionally, you can take courses and read books by inspiring entrepreneurs and trendsetters.

The benefits of creative entrepreneurship

Creative entrepreneurship through continuous innovation and inspiration leads to new customers and higher revenue.

Moreover, you can flexibly respond to the latest trends and customer needs and solve complex problems with out-ofthe-box thinking. Employees want

Cor Bouw is business coach & consultant for Keune Haircosmetics, owner of Dutch Hair and founder of franchise and chair rental formula Barbershop De Praatkamer.

He has a background as an international educator and started his entrepreneurial journey back in 1993. Attention, experience and education are for Cor, both as an entrepreneur and business coach, the core values for success!

to work with and for you, making you an attractive employer.

By focusing on innovation and inspiration, you can differentiate yourself and create a competitive advantage. Be open to new ideas, stay inspired, and let creative entrepreneurship be the key to the success of your barbershop.

Cor Bouw @barbershopdepraatkamer 61

Highlights & frosted tips

Lilac tones

In the 90s/early 2000s, many celebrities and boyband members experimented by adding blonde into their hair look through frosted tips and highlights pairing these with spikes or a super sleek almost wet finish to enhance the look.

Frosted tips and blonde highlights are both back for 2024 for men looking to add some colour to their current hair look but with a more subtle, blended finish. Blonde shades will instead be a lot more toned down, using a cool/ash toner to create a softer, more wearable finish.

For men looking for a more daring hair colour for the autumn season, lilac is a great choice for those with blonde hair already or those looking for a complete change and are happy to have their hair pre-lightened. On a clean, white base, a subtle glimmer of lilac will inject some fun into their look and give it a cool and edgy finish for the new season. This tone will also blend out well back to blonde but to ensure the colour lasts, ensuring your clients use a violet toning shampoo is essential!

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Power platinum

Rich chocolate hues

Platinum hair colour for men is not going anywhere anytime soon and platinum can instantly make a clients hair cut make more of a statement and be trendier. I particularly love teaming a platinum hue with a super short, textured cut for added edge. Following taking your clients to this clean, ice white hue, be sure to spend some time with the client discussing platinum upkeep at home too. Silver shampoos are great for keeping this icy white hue free from any yellow/brassy tones and hair care products including conditioners, masks, oils and creams are also advantageous for clients to use at home to keep hair damage at bay and the hair colour and condition looking its best between appointments.

As the weather gets colder, hair trends get warmer! Rich chocolate hues will be a huge trend throughout the season and look incredibly healthy and lustrous. For male clients who want to enhance a chocolate base, they can experiment by adding caramel toned highlights through their hair to give it added warmth and dimension too.

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C O LU M N C H R I S FO ST E R

How Can You Increase Your Income Amid Rising Living Costs?

Strategies to Secure Your Future As the cost of living continues to rise, barbers must innovate to secure their financial futures. While personal, one-on-one service is central to our profession, it limits our earning potential. We need to explore ways to scale our services and transform our expertise into products that generate additional income.

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The Power of Education: Scaling Your Impact One of the most effective ways to increase your income as a barber is by moving into education. By sharing your skills and knowledge with others, you can reach a larger audience within the same timeframe, multiplying your impact and income. Teaching allows you to engage with a group of students rather than just one client, significantly boosting your earning potential.

Imagine teaching a class of 10 aspiring barbers- this could potentially multiply your income tenfold for the same amount of time. Education is a natural progression for barbers seeking to expand their business. For instance, I established my own education company, Foss Academy, which allowed me to travel the world and teach for organisations like the British Barbers’ Association and L’Oréal.

Before diving into education, it’s crucial to identify your target audience. Are you aiming to train beginners entering the industry?

Or do you want to help experienced hairdressers add barbering skills? Maybe you specialise in a specific technique, such as shaving or colouring, and want to teach others to master it.

Amplify Your Reach with Information Products Once you’ve established yourself as an educator, the next step is to create information products.

These digital offerings - such as e-books, training videos, or step-by-step guides - can be sold online, enabling you to reach

a global audience. Unlike traditional services, information products have no ceiling on earnings because they can be purchased by anyone, anywhere, at any time. Providing a steady income stream that contributes to your financial security.

In 2011, I created my first information product, the Foss Academy app, marking a significant milestone in my career. This app expanded my educational reach beyond the UK, allowing people worldwide to access my teaching. Digital products like these are essential because they help potential students become familiar with your teaching style and quality, building the trust necessary before they invest in more extensive training. Today, technological advancements make it easier than ever to create and distribute digital products, presenting a prime opportunity for barbers to expand their influence and income.

Build a Strong Brand and Social Presence To succeed as an educator and product creator, having a strong brand is essential.

Your brand identity should clearly communicate who you serve and what you offer.

In today’s digital landscape, maintaining a robust social media presence is crucial. Platforms like Instagram, YouTube, and TikTok provide valuable opportunities to showcase your skills, share tips, and promote your educational products. The more visible you are online, the

more you’ll build your reputation as a leader in the industry.

Consistency in your branding and messaging across these platforms is key. Your social media profiles should reflect your professional values and the unique aspects of your teaching or products. Regularly posting content that resonates with your audience - such as tutorial snippets, client transformations, or behind-the-scenes looks at your process - helps build a loyal following and encourages potential customers to engage with your products.

Learn from Those Who’ve Been There I know this can all seem overwhelming, but you don’t have to do it alone. I’ve been through the process of building an education brand, and I’ve made my share of mistakes along the way. That’s why I’m offering free training to help you avoid those pitfalls and start scaling your income today. In this training, I’ll walk you through how I built my education brand and give you practical tips to help you do the same.

If you’re ready to take your barbering career to the next level, I invite you to visit The Profile Guy and book a call with me. Let’s have a chat to work out how together we can build your brand, increase your income, and secure your future. Start your journey today.

Chris Foster @theprofile.guy

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Step-by-Step Fade with

1

5

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Using the 5 Star Cordless Gold Magic Clip,

attach number 4 guide with the lever closed to debulk the hair.

ttach the number 1 guide with the lever open to A create the blend between numbers 1 and 2.

2 Continue using the number 4 guide with

the lever closed to cut with the grain on top of the parietal ridge to blend in the weight.

6 Use the clipper over comb technique

to remove the rest of the bulk.

Pro Tip: Add a design if desired. Visualize the design you want, then execute it with the 5 Star Cordless Detailer LI.

As part of its global ‘Future Makers™’ campaign, WAHL Professional brought together some of the world’s most talented barbers in Los Angeles to reinterpret several iconic looks, including a ‘Fade with Design’, which was created by Michael Damiano of the WAHL Education Team UK. Michael Damiano: “When the elements of modern and classic are combined, the result is a haircut that combines the best of both worlds.”

Design

3

7

Blend in with clipper over comb techniques.

Use the number 1 guide with the lever closed to create a 1“guideline around the head, dropping down below the occipital bone into the back nape area.

4 Attach a number 2 guide with the lever closed.

Use the 5 Star Cordless Gold Magic Clip

with the lever closed to create a demarcation line, then adjust the lever to open, blending beneath the design line.

Use your lever to help blending.

8

Create a half-inch guideline above number 1.

Close your lever and take vertical sections around

the parietal ridge. Take sections straight out from the head cutting with vertical fingers. Connect the top guideline with the bottom guideline.

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9

Use your guideline from the side and connect

the top by taking vertical sections and elevating hair straight up with a horizontal finger angle.

Working towards that back, create radial sections to blend the top into the back.

10

ine tune the sides using the Cordless Gold F Magic Clip cutting clipper over comb.

11

Fine tune with the Gold Detailer Li.

12

reate a flawless finish with the 5 Star Vanish.

C Style with a product of your choice and with 5 Star Blow Dryer, create volume and movement.

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Photography: WAHL Professional Campaign: Future Makers ‘23 Hair: @micdamiano / Michael Damiono Tools: Wahl @wahlproeurope, @wahlpro

A L L I N T H E FA M I LY

John (l) and Dustin (r) @john_knipsalon

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The Dutch Wijsman family, originating from the ‘Schilderswijk’ in The Hague, has a unique family story spanning four generations.

John Wijsman (62) belongs to the third generation.

The knowledge and techniques have been passed down from father to son all these years, lastly to his son: Dustin Wijsman (33), who continues the profession as the fourth generation.

Jan (l), John’s grandfather

With the barbershops ‘John Knipsalon’ they operate at two locations in Zoetermeer, a smallscale one where John himself works and a large-scale one in a shopping center where his son Dustin is in charge.

We spoke with John about the ups and downs of his family. He speaks candidly about the developments in the profession with a special piece of history in which his father was involved!

John (l) and Dustin (r) in John’s shop with a large photo in the back showing Jan, John’s grandfather.

Can you tell us something about the beginning of the Wijsman hairdressing dynasty?

“My grandfather, Jan Wijsman, was the barber in the Schilderswijk in The Hague and was, so to speak, the ‘neighborhood supermarket’.

All the people from the neighborhood came there for a cup of coffee, to chat, and to get a haircut. Our entire family lived in the area and naturally went there. My grandfather practiced the classic barber trade using hand clippers and doing a lot of shaving work.

My father, Koos Wijsman, was then apprenticed with my grandfather and started his own hair salon ‘Koos’ on the Vaillantlaan. At the time my father started, in the 1960s, things were already changing in the profession. Men were growing their hair, it was the era of the Beatles, the Provos, and side whiskers.”

And then Rinus Weerman came along?

“There were a lot of protests in those years, including among the military. Soldiers wanted to let their hair grow; in fact, they were obliged to have their heads shaved bald. Private Rinus Weerman, for instance, refused to have his hair cut; he felt it was an infringement of his personal freedom. He was sentenced to two years in prison. His mates set up a ‘haircut campaign’ and donated the hair to the army. The action had an effect and a court case followed. Then they called my father as an expert who stated in court that as long as you take care of it, wash it, style it properly and get it cut on time, it is ok and there is no need to shave it. After a month, Rinus was released, the law was changed and Dutch soldiers were allowed to have long hair.

So there came freedom of hairstyle in the army. That was 71

a milestone in the history of hairdressing. Internationally, the Dutch army was even known as the ‘hippie army’ in the 1970s.”

So long hair became a trend?

“With this lawsuit, my father set the trend in The Hague and his barbershop was known as the place where long hair could be cared for and blow-dried.

After work, those men came to the shop; have a beer, tell jokes, it was very cosy! In those years, you saw that men wanted more and more with their hair: bleaching, streaks, perm, etc.

But that was actually partly the women’s trade. My father then created a ladies’ salon in the back of the shop and hired women hairdressers who dealt with that. Suddenly the men were sitting among the women in the barbershop. Unisex hair salons were becoming popular at that time.”

Koos, John’s father and Dustin’s grandfather (l)

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How did it continue?

“Other family members, like my sisters, were also involved in the business and several branches were opened under the name ‘Koos’. When I started my own business, I changed the name to ‘John Knipsalon’.”

And did you also cut women’s hair?

“Noooo! I was completely done with the ladies, I didn’t want that anymore. The stories are really different than with men among themselves. I wanted to have an atmosphere where you as a man can express yourself. And then the stories start flowing! Screaming, laughing, roaring without women around, haha! Then Schorem also put the barber trade well on the map and now barbershops are an essential part of the street scene.

Men appreciate that spot at the barbershop.”

You went from The Hague to Zoetermeer?

“About 12 years ago, I started a barbershop in Oosterheem shopping centre in Zoetermeer.

A big shop with six chairs. We had to build everything from scratch.

It got so busy at one point that it threatened to grow over my head. Fortunately, my wife Mariëlle joined me and took over many tasks. I could then fully concentrate on the people working for me and set it up the way I envisaged.”

So how did you envisage it?

“I felt it was important that they knew how things work in the traditional way in the profession. That is the starting point, which we still strive for.

With that, quality and service are key but certainly also attention to our customers’ stories. I think as a barber you have to be open to this, you have to be interested in people.

Despite the fact that we started working by appointment after Covid, the shop remains a social meeting place where everyone can drop in for a chat.

Meanwhile, this shop was taken

over by my son Dustin, the fourth generation, just over a year ago.”

You decided to slow down?

“Yes, but doing nothing is not for me and I still enjoy the profession far too much! That’s why I had decided to create a barbershop myself under my home in the Zuidwijkstraat. Together with my wife, we have decorated my shop very authentically. For instance, we use 100-year-old wooden barber chairs as waiting chairs.

I also have a wartime Spud clipper here that belonged to my grandfather. That’s one of those heavy bakelite clippers weighing a few kilos. I am active in my barbershop three and a half days a week. The rest of the time I spend on my other hobbies like the motorbike, my band and my family.’

What are you striving for?

“Dustin is recognized as a training company and is training a boy to become a barber himself. He has now embarked on a path to preserve the profession as it is intended. We want to deliver good work and keep that alive. Create a place where men spend quality time with a good story, a nice beer or cup of coffee. A place where they feel at home, which is cozy and fun. We want these kinds of barbershops to continue to exist, that’s what we’re committed to and we’re successful with that.”

What challenges do you see in the barber profession?

“You now see many barbershops coming up and everyone calls themselves a barber. But of course you don’t just become one, you have to earn that over the years.

It’s a profession that requires respect and dedication. It’s a shame that schools still don’t pay enough attention to the barber profession. It’s done on the side and you notice that when students leave school, they can’t do much yet. But they do have a diploma and therefore fall into a certain salary scale and that’s too high for what they can do.”

What have you learned from your father?

“The basic techniques and learning to tackle! During the day I worked and in the evening I had to train. As a barber in the old-school way, you have to be able to do everything by hand (ed.: comb and scissors), including tapering, and from long to short.

Not just shaving and trimming.

That’s how I taught Dustin the trade as well.”

You worked with your father - do you do things differently than your father?

“I’m very meticulous. For me, everything is a challenge, even if you hardly have any hair left on your head, people leave my shop well-groomed and neat. And now more management is involved.

In the past, everything was done

off the cuff. Because the rates were low, speed had to be made.

Customers were washed immediately, at least then they couldn’t run away anymore!

Washing was important back then.

Customers walked into the shop straight from the construction site with cement in their hair.

If you started cutting then, without washing, your scissors would be blunt immediately, haha!

Or they had eaten pea soup the night before and then the peas were still in their beards!

Nowadays, of course, everything is much more modern and most barbers work with good software for online appointments and financial insight.”

And if customers don’t show up?

“Then they have to pay the full amount of the missed appointment at the next appointment. So we have a no-show policy, 100% payment for no-show, especially if they haven’t canceled at all. This works, although we’ve lost some people because of it. And if people have forgotten to cancel due to force majeure, we certainly work it out with regular customers and we do fifty-fifty.”

The theme of this edition is ‘creative entrepreneurship’, do you have any examples?

“We have many ideas to put our business in the spotlight. In 2017, we gave a workshop in the Dutch reality TV program Utopia and took care of the hairstyles of the participants. We like to contribute

to the community through local sponsorship and participation in neighborhood events like a men’s night. We also organize fun activities ourselves, such as a rock & roll party in the shopping center. We go all out at Christmas and we even once held a tasting evening with a local restaurant.

We like to spoil our customers with fun gadgets bearing our name, such as ice scrapers, car air fresheners, and water bottles. We also support charities such as the children’s cancer charity KiKa.” What will you never forget?

“I once had a customer who was so enthusiastic that he drove right through our glass door with wheelchair and all! That whole silhouette including wheelchair remained in the glass. Fire department and ambulance were called but no one was allowed to help him, only me. He was lucky, he got away with just a scratch.”

Do you have any ambitions in the profession that you want to realize?

“Well, I still want to become a millionaire, get rich while sleeping haha! All jokes aside, I find it very important to enjoy every day. Despite all the misery that happens around you and in the world, just keep doing your thing; enjoy what you do.

Cutting is a hobby for me, I enjoy interacting with people and sharing stories with each other.”

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Photography: © @iaincrockart

BARBERSRIDE 2024

BarbersRide 2024 smashes target to raise over £25K for Make-A-Wish!

What do you get when you combine barbers, motorbikes and charity? BarbersRide! This year, more than 30 enthusiastic riders ventured on an adventurous 5-day ride of an epic 972 miles across Europe. Their mission? To support Make-A-Wish, a charity organisation that makes dreams of seriously ill children come true. This annual event again exceeded all expectations in 2024 by raising £25K for Make-A-Wish with more donations still coming in. An achievement to be proud of!

Richie Finney, owner of Captain Fawcett Ltd is one of BarbersRide’s founding members, says: “It is a true pleasure to be part of such a special event. 2024 was BarbersRide’s first time taking to the highways of mainland Europe. Suffice to say, the warmth and hospitality of Europe’s barbers never fails to rise above its already legendary reputation. They truly excelled themselves, with live music, food and drinks laid on to revive the somewhat weary riders. We simply couldn’t do it without them. The BarbersRide is forever grateful for the incredible support from our sponsors, our riders and the host barbershops in the Netherlands and Germany. They have been extremely generous, working incredibly hard to fundraise even when the odds are stacked against them. Huzzah!”

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Keune Barber Connect, Seté (FR), June 2024

Winners: 1st prize: Lisa Mary (r) 2nd prize: Flo Barber (l) 3rd prize: Pauline Dissac (l)

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Photography: © Slk Production, Maxime Quintanel , Ilian Ahmed, Pierre Martel

Barbecue like a pro: exclusive BarberSociety autumn workshop for barbers

Are you ready to take your barbecue skills to the next level?

BarberSociety has something special in store for you! We are organising a unique BARBERcue workshop in collaboration with Weber Grill Academy Haaglanden. This not-to-bemissed experience will take place on Sunday afternoon 13 October in Leidschendam. So, if you happen to be in the Netherlands around 13 October, we would love to see your there!

What makes this workshop so special?

Learn from the best: Weber Head Grill Master Jurre Zwagemakers shares all his secrets.

Enjoy delicious South American dishes you prepare yourself.

Socialise with peers in a relaxed atmosphere.

Receive your own apron and Weber certificate as icing on the cake.

The best news? We are offering this workshop for only €60 (ex VAT) instead of €115. That’s more than 45% off! And as if that’s not enough: all drinks are included.

The BARBERcue starts at 4 pm and lasts until around 8.30 pm.

It is the perfect opportunity to end your weekend.

Don’t miss this chance to improve your barbecue skills while enjoying good company. Be quick as spots are limited! Scan the QR code to register for this American Style BARBERcue workshop.