BarberSociety Magazine int. Spring issue 2025 (in English)

THE BLOODY BUTCHER SUCCESS ISN’T SERVED ON A SILVER PLATTER ALL ABOUT THE BARBERSOCIETY SHOW IN CHINA

SPRING 2025 | #23 | € 15

BE AUTHENTIC, NOT PUSHY RETAILING IN THE SPOTLIGHTS

BARBERSOCIETY MAGAZINE

SAM RASCALS I THINK IT’LL PROBABLY BE THE BEST SHOW I’VE EVER DONE

tickets out now!

The barber event that sets the standard! + 2 Big Barber Battles Sunday 13 april, near Amsterdam Hemkade 48 Open to everyone interested in the barber industry! @barbersocietylive

Founding editor Marc van de Hare Editor in Chief Miranda Vlas, press@barbersociety.com Editor Leny Vlas Journalists Ben Copeland, Miranda Vlas Columnists Dennis van Lierop, Cor Bouw, Chris Foster Contributor Robert-Jan Rietveld 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

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©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.

Schorem Hair: Robert-Jan Rietveld (NL) Photography: Jelle Mollema Fotografie @jelleinmyear @schorembarbier, @the_bloody_butcher, @theoldschoolbarberacademy

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EDITORIAL A MODERN BARBERING EMPIRE Interview with Sam Rascals XIAMEN REPORT The first BarberSociety show in China!

Q&A with Alan Findlay and Richie Martin

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TRENDS Hooker & Young, Charles Gray, Aleksandr Tereshko, Des Murray, Mike Taylor Education, Emma Dinon, Fran Aranda, Schorem LET ME INTRODUCE MYSELF Column The Bloody Butcher FROM CANARY ISLANDS TO UK SUCCESS Interview with Oscar Mendoza PRODUCT NEWS Lifestyle, Grooming, In Shop STOP SELLING RETAIL, YOU’RE NOT A SALESMAN!!

Column Chris Foster THE BIRTH OF THE BARBERSESSIONS RADIO SHOW Q&A with Dario J. Braun BARBERS & THE CITY Barbershops & Hotspots in Xiamen REDEFINING THE CRAFT Q&A with Gloria Sanchez BOOST YOUR PRODUCT SALES IN THE BARBERSHOP Column Cor Bouw ALL IN THE FAMILY Q&A with Albert and Jannick Maas BE AUTHENTIC, NOT PUSHY Column Dennis van Lierop THIS BARBERPOLE IS TRAVELLING TO… Make it with Wahl show at Frisöreventet in Sweden

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E D I TO R I A L

Say what?!

I’m super excited that on Sunday, April 13th, we will experience the 8th edition of BarberSociety Live!

A big shout-out to our sponsors Fresha, ANKO, and FNV Mooi, other sponsors, and all the brands that have booked a stand. Without you, there would be no BarberSociety Live. This year is going to be extra special! As I write this editorial, much of the line-up has already been announced, and none other than Sam Rascals – the barber with millions of followers on Instagram and TikTok – will be on the BarberSociety Live stage! After not doing live events for a while, he chooses BSL as his comeback. Very cool!

Read his success story further down in this magazine.

The first official Wet Shave competition in the Netherlands!

But that’s not all! I’m also looking forward to the show of Ema Medina from Uruguay and Oscar Mendoza from the UK. Ema was already featured in our winter edition and travels the world as a true globetrotter to give barber education. Together with Oscar, they’re not only putting on an impressive show, but you can also follow their exclusive Look & Learn in our seminar room.

An opportunity not to be missed!

You can read Oscar Mendoza’s inspiring story on page 54.

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As if that weren’t enough, you can read an interview with Spanish Gloria Sánchez from the awardwinning education team Brain on Academy, who will also be doing a show at BSL. Want to know which other top barbers you can expect at BSL? Check out www.barbersocietylive.com.

The Scapicchio Trophy: Holland’s First Wet Shave Competition!

At BarberSociety Live, we not only have amazing barber shows, battles, and brands, but also a premiere: the first official Wet Shave competition in the Netherlands! And who better to organize this than the legendary Italian shaving family Scapicchio?

For seven generations, they’ve mastered the art of Italian shaving and passionately share their knowledge.

Join the Scapicchio Trophy and show off your shaving skills!

The winner will receive a 3-day

all-inclusive course at Scapicchio Accademia in Italy, valued at €1,500!

Barbersessions Live @ BSL 2025 We’re taking it a step further this year, as we’ll transform the stage into a radio studio for about an hour! Dutch Barber Dario J. Braun will bring his Barbersessions radio show to BarberSociety Live, where he’ll have conversations with top BSL barbers and talents.

Just like BarberSociety, he aims to put the barber profession in the spotlight and inspire others.

We fully support him and are working together to make his weekly, nationwide Barbersessions radio show even bigger.

The show offers a unique mix of hip-hop, interviews, barber humor, and even live haircut demos in the studio.

The live radio recording of BarberSociety Live will be broadcast on Tuesday, April 15th, from 12:00-14:00 via Yoursafe Radio and will be available on YouTube, socials, and Spotify.

Want to know how Dario fixes it all? Check page 66!

Retail in the barbershop: cashing in without pushing The theme of this edition is “retail in barbershops.” How do you ensure that product sales

become a logical extension of your service without it feeling like ‘pushing’? Our business coaches Chris, Dennis, and Cor share their insights, and various barbers give their perspectives on successful product sales. The common thread? Good advice and expertise will naturally lead customers to buy products.

Grab the tips and boost your product sales!

And there’s more in this spring edition!

We have an inspiring article from Robert-Jan Rietveld of Schorem, aka The Bloody Butcher, on the success story of REUZEL. His style is unmatched, and his tips are priceless! In addition, one of their amazing collection photos appears on the cover and you can check out more cool hair collections in the Trend pages.

You can also read about our adventure in China, where we gave our very first BarberSociety show on a next-level stage at the World Hairdressing Congress in

Xiamen. We did this together with top talents and BarberSociety community members Alan Findlay and Richie Martin. Read about our extraordinary experiences in this edition! Of course, there’s also a ‘Barbers & the City: Xiamen’ feature, where we visited the coolest barbershops in the city.

Furthermore, you’ll find the latest product news, a photo report from a barber event in Sweden and a beautiful all-in-the-family story about four generations of barbers from the Netherlands.

Enjoy reading, and I hope to see you on Sunday, 13 April 2025!

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

PS: Did you know you can participate in the BarberSociety Battle this year in 1, 2, or 3 categories?

Tickets are available at www.barbersocietylive.com.

Or scan the QR code here.

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@samrascals_ @rascals__co @rascalsbarbershop

INTERVIEW

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Visit his show at BarberSociety live 2025, Sunday, 13 April 2025

Sam Rascals: building a modern barbering empire From traditional barbershop owner to digital educator and product entrepreneur, Sam Rascals has redefined success in the modern barbering industry.

With 1.1 million Instagram followers , over 2 million TikTok followers and multiple business ventures, he’s preparing for his first-ever show at BarberSociety Live in Amsterdam this April. We sat down with Sam to discuss his journey, education approach, retail strategies, and vision for the future.

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From hairdresser to barbering entrepreneur Sam Rascals began his career as a women’s hairdresser approximately 15 years ago, but quickly noticed a pattern that would shape his future. “I was starting to accumulate more and more men clients rather than women, and that’s when I realized that’s actually what I enjoyed— the men’s side of it,” Sam explains.

Following this realization, Sam completed a barbering course and transitioned to working in a barbershop for several years before taking the leap to ownership. His first shop, originally named “Bentham’s” after his surname, underwent a strategic rebranding to “Rascals” about two years later to create a more distinctive brand identity.

“I had that shop for about four, five years before I decided to open a second shop,” Sam recalls.

After running the second location for about a year, he relocated to Manchester, where he established a personal studio while maintaining his two Newcastle locations.

COVID-19 proved to be a pivotal moment in Sam’s career trajectory. “During lockdown, you couldn’t cut hair or make any money,” he explains. Meanwhile, friends with online businesses were thriving as consumer spending shifted to digital platforms. “I realized that was where the money really was —I had to make online businesses.”

This revelation led Sam to transform his occasional

in-person education sessions into a comprehensive online platform and to develop his own product line. Having previously served as a creative director for another company, Sam felt constrained.

“I like to put my heart and soul into everything I do, so I felt like I couldn’t put everything into it,” he says of his previous role.

“That’s why I started my own hair products brand—now I can develop what I want, things I don’t see in the industry.”

The Rascals Education Academy Today, the Rascals Education Academy has become a cornerstone of Sam’s business portfolio. The platform teaches barbers and hairdressers his specific techniques and approaches to cutting hair.

What sets his education apart is accessibility and practicality.

“I’ve been on education platforms in the past, and I find that you get kind of lost in the technical lingo,” Sam notes.

“I just kind of see it like it is and explain how I would understand it, which is a little bit more digestible for people.”

The academy covers an impressive range of content, from fundamental techniques to specialized masterclasses.

“It teaches how to fade hair the way I fade hair,” Sam explains.

“We go into dry cutting a lot, how to add texture, how to identify hair types, and how to style hair properly.”

Beyond technical skills, the academy has expanded to address the business and marketing aspects of barbering.

“We’re also starting to cover social media modules—how to grow your social media, how I would film a video, how I would edit a video,” Sam shares.

Future modules will delve into business operations and client consultations.

This focus on social media is strategic and reflects the

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I realized that was where the money really was—I had to make online businesses changing economics of the barbering profession. “For me, making money off actual haircuts is the last thing I do now,” Sam reveals. “Everything else is online—brand deals, TikTok pages, YouTube pages, education, and my products company. I only actually cut hair like two days a week now with paying clients.”

The creative vision: Building a global brand When asked about his inspiration, Sam looks beyond the barbering world. “I look up to big entrepreneurs, people who are really growing brands,” he says.

“I want to grow a brand, grow the business, and be the biggest brand in the barbering industry.”

His aspirations are ambitious, drawing inspiration from industry giants of the past. “I look at things like Toni and Guy from back in the day—what they did with the shops they had, the products they had, and the brand they built. I kind of want to be the new age Toni and Guy,” Sam explains. “There’s a bit of a gap in the market where there aren’t any big hair product brands that are really killing it at the minute, so I want to be that guy.”

Despite his expanding business interests, Sam remains committed

to his craft. He dedicates two days per week to client work and reserves another day for creative exploration. “That’s when I get models in and film content,” he explains. “I’m always looking online at cool haircuts and getting inspiration from all kinds of creators.”

His approach to developing new styles is methodical. “When I’m filming content, that’s when I’ll practice new techniques,” Sam says. “I’ll be like, ‘I want to get this hairstyle,’ and then I’ll cut it and see if there’s anything else I need to learn. The next time, I’ll try again and adjust—maybe take some more weight out—just trying to improve that style.”

The art of product sales Sam has valuable insights when it comes to retail in barbershops and maximizing product sales.

His approach to selling products is refreshingly straightforward: education over pressure.

“I don’t push products on anyone,” Sam states firmly.

“Show clients how a product works while styling their hair, explain its benefits, and let them see the results. When they experience the difference firsthand, the product sells itself.”

Currently, Sam’s product range includes a salt spray, styling clay, styling paste, and powder, with a styling cream launching this year. The team is developing additional products, including styling combs, shampoo, leave-in conditioner, and curling creams.

His top tips for barbers looking to improve product sales revolve around knowledge and personalization. “Talk about the product more without pushing it,” he advises. “Tell them what you’re going to use, why you’re going to use it, why that product is right for that person’s hair, and what that product will actually do for the hair.”

Understanding client needs is equally crucial. “Ask what they’re using at the minute,” Sam suggests. “With products, you need to have a very good understanding of hair types and what products are right for what hair type.” This expertise creates trust and establishes the barber as an authority.

Digitalization: Streamlining business operations Like many modern entrepreneurs, Sam relies heavily on digital tools to manage his multi-faceted business. For appointments, 9

he uses Fresha, praising its user-friendly interface and comprehensive features.

calendar on my phone for absolutely everything,” Sam notes.

“It’s just very easy to use,” Sam says. “It also has pay runs —it automatically works out all of my staff’s commissions so that I don’t need to calculate it myself.” This feature has had significant financial benefits.

“It keeps your turnover down but keeps your profits exactly the same. It halved my VAT bill, which is crazy.”

The future: BarberSociety Live and beyond Sam is preparing for his first-ever show at BarberSociety Live on April 13, 2025, in Amsterdam —a milestone he’s eagerly anticipating. “I feel like it’ll probably be the best show I’ve ever done in terms of my performance,” he predicts.

“I’ve spent the past year reinforcing everything I know with Rascals Education, creating so much content, that now I’m so confident in talking about what I do.”

Sam also values Fresha’s review system. “Anyone who leaves you more than a 4-star review on Fresha, Fresha will automatically send them a Google review,” he explains. This helps build his online presence, as “the more Google reviews you’ve got, the higher you’ll be on Google.”

For his education platform, Sam uses Skool, which offers both content delivery and community features. “It’s a great platform because within it there’s a community, so everyone can

Attendees can expect a comprehensive presentation that goes beyond basic demonstrations. “They can expect to hear me talk a lot,” Sam says with a laugh. “I’ll be breaking down exactly what I’m doing with the haircut, trying to make it as simple as possible for everyone.

I’ll go in-depth, talk about social media, talk about business—just

know about the products because of me, but I want to reverse that relationship —I want Rascals hair products to become the recognized brand that stands on its own.”

Franchising internationally is also on the horizon. “I want to be able to franchise the shops —I would like to have barbershops in different countries,” he says, mentioning America, Spain, Italy, and the Netherlands as potential locations.

Despite these grand ambitions, Sam remains connected to his craft. “I’ll still be cutting hair because I love cutting hair,” he affirms. “Maybe just charging a bit more for my haircuts as well,” he adds with a smile.

Sam Rascals’ journey from hairdresser to multi-faceted entrepreneur exemplifies the evolving landscape of the barbering industry—where skill with scissors is just the beginning, and digital savvy, business acumen, and brand-building

I think it’ll probably be the best show I’ve ever done in terms of my performance talk to each other—like-minded barbers who are all trying to improve and help each other,” he explains.

His product business operates through Shopify, and he manages his personal schedule through his Apple calendar. “Some people like to physically write things down, but I use my 10

try and break down whatever haircut I do as good as possible.”

Looking five years ahead, Sam envisions substantial growth across his business portfolio.

“I’d like to think that I’ll have more shops,” he says. His most ambitious goal centres on his product line: “I want the hair products to be bigger than me. Currently people

capabilities have become essential tools in the modern barber’s kit.

Don’t miss Sam Rascals’ debut show at BarberSociety Live on April 13, 2025, in Amsterdam, where he’ll share his expertise in cutting techniques, social media strategies, and business development.

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REPORT

BarberSociety Show at the World Hairdressing Congress in Xiamen, China Invited by the World Hairdressing Congress (WHC), BarberSociety presented its first ever barber show at the 16th edition of the congress in Xiamen, China, on 7 November 2024. This was not only the first barber show in the World Hairdressing Congress programme, but also BarberSociety’s first major show.

We are super proud of that!

BarberSociety’s show, OMNE TRIUM PERFECTUM, was performed by Scottish barbers Alan Findlay and Richie Martin, assisted by Asian barbers Andy Lin, Benson Liu, Bobby Zhu, and Ton Fang. The theme emphasized the idea that ‘all good things come in threes’.

The six barbers shared their vision on men’s hair trends for the 22nd century, focusing on the evolution of hair. It was a brilliant celebration of cultural exchange, where styles from different parts of the world came together on the big stage!

The BarberSociety team was deeply impressed by the grand scale and professional organization of the congress.

A special Chinese edition of BarberSociety Magazine was even published in honour of the occasion. The production of the show was handled by the BarberSociety team, with support from the World Hairdressing Congress for styling and models, based on lookbooks compiled by the Scottish barbers.

BarberSociety founder Marc van de Hare: “I am incredibly proud of the show we put on and feel honored that we were invited to participate. It was special to represent the Netherlands at such a grand event, together with a team from England and Spain. Just seven weeks before the event, we managed to assemble this team with our friend and BarberSociety community member Alan Findlay. At his suggestion, Richie Martin joined as well. With such a short preparation time, it is amazing that we were able to successfully realize this production.

Our contacts at the World Hairdressing Congress supported us in every possible way. I want to sincerely thank them and everyone who contributed to this show! A special mention goes to my son Stan, who not only provided excellent support throughout the entire production but also took on a role on stage.

I am extremely proud of him!”

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© Photography: World Hairdressing Congress

REPORT, REPORT, REPORT

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Check out the aftermovie of the spectacular BarberSociety Show in China, including backstage footage.

Credits: Hair: Alan Findlay, Richie Martin, Andy Lin, Benson Liu, Bobby Zhu, Ton Fang Support: founder Marc van de Hare & assistant Stan van de Hare Photography: World Hairdressing Congress Videoproduction Show movie & After movie: Niels Ewoldt (@niels.mov) 15

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Q &A

Alan Findlay (52) and Richie Martin (35), both from Scotland, brought a wealth of experience and showmanship to the WHC stage in Xiamen.

Alan, who has been wowing audiences with his BOMB-squad shows (Barbers Of Modern Britain) since the debut of BarberSociety Live in 2016, is a valued member of the BarberSociety community.

He is the founder of Rebel Rebel Barbershops, owner of his own Barber Academy, and has been a jury member at the BarberSociety battles in Amsterdam for years. Richie Martin, founder of Subzero Barbering in Glasgow and a pioneer within the UK Young Feds Artistic Team, has showcased his talent at numerous international hair events.

We asked Alan and Richie all about their trip to China.

“WUNDERBAR…!!” and “UNFORGETTABLE!!” were the superlatives they used to describe their experiences.

Check out their challenges and adventures —you’ll definitely learn something from them!

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How was the experience of organizing a show with BarberSociety in China? What unique challenges and highlights stood out?

Alan: “It was a challenge but an exciting one to put together the creative ideas for the show in a short period of time. We had to be decisive in our theme choice for the show and once that was decided we quickly moved onto creating mood boards for hairstyles and clothes befitting

We felt like rock stars!

In conversation with Alan and Richie

the theme. When I first arrived at the venue for prep and rehearsals, I was blown away with the scale of the production of the event, the size of the venue, certainly the biggest I’ve ever seen let alone presented on.”

Richie: “I had an unforgettable experience working with Barber Society in China. The highlight was working alongside a lot of other talented barbers and stylists from all over the world- some of the performances were astounding! I have worked on many different 17

I was blown away with the size of the venue 2 Take us behind

the scenes—what was the atmosphere like, and what were the biggest challenges backstage?

@_alanfindlay_ @rebelrebel.uk

@richiescissorhands @subzerobarbering

Alan: “The atmosphere backstage was a beautiful blend of excitement, energy, and creative collaboration. With so many talented stylists, makeup artists, and models working together, there was an undeniable buzz of anticipation, yet everyone was calm under pressure. There were moments when the models’ hair didn’t quite come out the way we envisioned, so we had to think quickly on our feet and make adjustments on the spot.”

Richie: “It was a privilege to work backstage alongside some of the top talent and models in the world.

Due to time constraints, we had to make quick decisions and set priorities when it came to the looks and styling of our models.

At a major event like the World Hairdressing Congress, not everything goes according to plan, so flexibility and problemsolving skills were crucial.

This was our biggest show to date, and we smashed it out the park!”

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events around the UK and Europe and this was my first time in Asia.

The show was massive! Over 2,500 in the crowd at WHC so it was crucial that we left no stone unturned when preparing for our performance. We encountered our biggest challenge with time constraints as we had to organize a show consisting of 12 models.”

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How do you manage nerves and keep your energy high before stepping on stage?

Alan: “Before stepping on stage, managing nerves and staying energized is essential. I focus on the process, trust my preparation, and take deep breaths to stay grounded. To boost confidence, I take a quiet moment right before the show starts to visualize everything running smoothly—

from the hair transformations to the audience’s reactions. Shifting my mindset from anxiety to excitement helps me feel ready to give my best performance.”

Richie: “Feeling nervous before going on stage at a hair event is totally normal, especially if you’re performing or presenting something you’ve worked hard on.

What I tend to do is take a moment to close my eyes and visualize myself confidently walking on stage, executing my skills flawlessly, and receiving positive feedback. Imagining success can help reduce anxiety and increase your self-belief.”

4 What were your

biggest takeaways from your time in China?

Alan: “One of my biggest takeaways from China was the level of interest in our creative ideas and our Western culture which the Chinese seemed genuinely very interested in.”

Richie: “My biggest takeaway and what I am most proud of was to be up there with Alan who taught me over 16 years ago and our relationship is as strong as ever. For us to be doing our thing for a brand as high end as BarberSociety at such a massive event was overwhelming but we loved every second!”

5 Collaboration is key

in a show like this—who were the people that made the biggest impact behind the scenes?

Alan: “Behind the scenes, the creative team played a huge role in making the show a success; from our fellow Chinese barbers

who presented on stage with myself and Richie, to the models who were extremely professional throughout the show. A special mention to Cross (one of the models) who helped us translate a lot of the dialogue as the language barrier would have been a major problem without him.”

Richie: “To be showcasing my skills for Marc and Miranda Van de Hare on behalf of BSL was a real honor. The time and effort they put into making their shows memorable is admirable to say the least! It was my first time meeting our other team members Stan and Niels. Stan had his first experience on stage and I couldn’t believe it.

He was so composed and professional! Niels was in charge of videography for our show.

I was truly impressed with the quality of his work. The shots were beautifully framed, and the way he captured the entire event really brought it to life.

He has such a great eye for detail and storytelling.”

6 What was the most

unforgettable high point of the experience?

Alan: “Although we had all the artists, Chinese dignitaries and production teams on stage numbering over 300 people, when the Chinese military marched onto the stage, it really was something and I knew I truly was in a different world!”

Richie: “I think naturally the size and scale of the show has got to be the most memorable aspect of the experience. However, as it was my first time in China, I was also blown away by the country and its citizens. We were treated unbelievably well from the moment we arrived until we left- so humbling.”

7 What was the

eye-opening part of your trip to Xiamen?

Alan: “I was blown away by how well China is run in general.

It was so clean, well organised and the friendly people there really go out of their way to help you. I’ve never felt more safe in any other country I’ve been to.”

Richie: “For me, the most impressive part of Xiamen was some of the technology!

A funny story from when we first arrived was ordering food late at night for room service and when the doorbell rang and Alan answered there was a robot at our door to give us our noodles! That was a first!”

8 Was there

a particularly tough moment?

Alan: “The toughest moment was choreographing everyone.

During rehearsals, we had to coordinate the models, artists, and the BSL production team —about 20 people in total— getting on and off the stage smoothly and professionally.

We had to blend with the video and music while ensuring everyone knew exactly where they needed to be at any given moment during the show.

On top of that, almost none of the Chinese production crew or artists spoke English, so you could definitely say it was a challenge!”

Richie: “Being born and raised in Scotland the humidity definitely caught me off guard… I felt like I needed our famous Olympic winning curling team following me around with mops as the heat over there in November was more than any Scottish summer has ever delivered!”

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9 How does barber

culture and hairstyling in China compare to Europe?

Alan: “I think the Barber culture in China is still in its infancy, maybe where Europe was 10 years ago.

On top of that, most men in China wear their hair longer, and with the majority going to the hairdressing salons it was like stepping back to the 1980’s a lot of the time. After taking part in the event styles, something else that was evident was that it was more men than women that were involved in the scene.”

Richie: “The Chinese barbering scene is definitely in its infancy, but they have a real thirst for knowledge and learning, so I wouldn’t be surprised if it catches up with Western society in the coming years. Hair trends can vary significantly between different cultures and regions, reflecting local beauty standards, fashion preferences, and even climate. Hair texture in China is typically straight and smooth, and many people prefer to keep their hair natural or with minimal styling with glossy straight and even cuts being very popular.

Hair texture preferences in Europe are more varied.”

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For those dreaming of performing on stage, what advice would you give them?

Alan: “Practice your craft relentlessly and stay open to learning from everyone around you. And most importantly, when you get an opportunity, enjoy the big moment being on stage as it is an incredible opportunity to connect with others and share your creative ideas. So push your boundaries of creativity and don’t be scared of going off plan as sometimes that turns out to be some of your best work.”

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Richie: “If you dream of working on stage in the hair industry, whether it’s as a stylist, a stage manager, or a part of a hair show or competition, I would advise to try to gain experience by participating in smaller events, local competitions, or assisting established professionals on stage. The more hands-on experience you gain, the better prepared you’ll be when it’s your turn to take the spotlight. The hair industry is constantly evolving.

Keep learning about new techniques, tools, and trends through continuing education, online courses, and hair-related events. Being adaptable and forward-thinking is key in this dynamic industry.”

11 How did the audience

in China react to the show?

Alan: “The audience in China was absolutely electric! Their energy was contagious and really elevated the whole experience.

I was surprised by how engaged they were, not just in watching the show, but in genuinely appreciating the artistry behind every look. They gave such positive and enthusiastic feedback, which made the whole experience feel even more rewarding. We felt like rock stars as we couldn’t get out of the building without getting our picture taken and we even had to sign a few autographs which was weird but fun.”

Richie: “I think the audience was pumped up from the very beginning. The BSL crew had the genius idea of throwing huge inflatable BSL balls into the crowd which got everyone on their feet from the get go!”

How do you think events like the World Hairdressing Congress shape the future of barbering globally?

Alan: “Events like the World Hairdressing Congress are game-changers for the global scene. The scale of their production is like nothing I’ve ever seen in the world of hairdressing or Barbering. These events inspire innovation, push boundaries, and set new standards in the industry, shaping the future of the profession for the better.”

Richie: “Events like WHC bring together professionals from around the world. This allows stylists, salon owners, and suppliers to build connections, exchange ideas, and create collaborative opportunities that can help grow their businesses.

The media attention raise the profile of the hairdressing industry as a whole, helps legitimize the profession, attract new talent, and position hairdressing as both an art and a skilled trade.”

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What’s next for you after this experience?

Alan: “Next up is the amazing BSL 2025 where I’ll be judging the next generation at this year’s BarberSociety battles, you can bet it will be awesome!”

Richie: “One of the aspects of WHC I was blown away by was the event in itself, which was more theatre rather than on stage education which I’m used to. I would love to explore that side of doing stage shows that incorporate music, dancing and the arts alongside creating forward thinking ideas for new hair trends.”

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Would you do it all again? And if so, what would you do differently next time?

Alan: “Absolutely, I would do it all again! The experience was incredible, and so enriching.

I’d love to bring even more collaboration and innovation into the next show with the incredible lighting and enormous TV screens available to us. It felt more like a theatre production than a simple wee (ed.: Scottish for small) hairshow. Oh, and I would definitely wear my kilt!”

Richie: “I would love to do it all again! If we had more time to execute it, we would be a force around the world to be reckoned with. The more time you have, the more you can refine your theme or story.”

15 And finally—did you

enjoy your meals?

Alan: “You mean the duck heads, chicken feet and testicles of who knows what?! Well, let’s just say that was interesting… but seriously the food was brilliant, really healthy, tasty with 1st class service and we even had a robot deliver food to our hotel room… Europe we have some catching up to do!”

Richie: “Ah the food!!! I must say all in all I was surprised by how healthy and nutritious the food was. The Glasgow version of Chinese food is a bag of deep fried chicken balls and some sugar filled sauce!

I was very impressed with the standard of cuisine throughout the entire trip.

I also came across a couple of duck heads and chicken feet which was a first... I’m usually just a strictly breast kinda guy!”

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Collection: Riviera Hair: Hooker & Young (UK) Photography: Michael Young Make up: Kirsten Baillie @hookerandyoung

HOOKER & YOUNG

UK

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Collection: Riviera Hair: Hooker & Young (UK) Photography: Michael Young Make up: Kirsten Baillie @hookerandyoung

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Collection: Riviera Hair: Hooker & Young (UK) Photography: Michael Young Make up: Kirsten Baillie @hookerandyoung

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Collection: Riviera Hair: Hooker & Young (UK) Photography: Michael Young Make up: Kirsten Baillie @hookerandyoung

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Collection: Riviera Hair: Hooker & Young (UK) Photography: Michael Young Make up: Kirsten Baillie @hookerandyoung

CHARLES GRAY

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Collection: British Hairdressing Awards, Mens Collection 2024 Hair: Charles Gray (UK) Hair Assistants: Alessandro Barca, Rachel Dee Photography : Chris Bulezuik Stylist: Tobias Make up : Jaydeen Sarah @charlesgrayofficial, @hairinmotioneducation

UK

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Collection: British Hairdressing Awards, Mens Collection 2024 Hair: Charles Gray (UK) Hair Assistants: Alessandro Barca, Rachel Dee Photography : Chris Bulezuik Stylist: Tobias Make up : Jaydeen Sarah @charlesgrayofficial, @hairinmotioneducation

ALEKSANDR TERESHKO

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Hair & photography: Aleksandr Tereshko (PL) @hookbarbershop

POLAND

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Hair & photography: Aleksandr Tereshko (PL) @hookbarbershop

DES MURRAY

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Collection: GRUNGE CLUB Hair: Des Murray (UK) Photography: Des Murray Make up/clothes: Theo Papoui Products: Matrix Images: FPA @desmondmurray

UK

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Collection: GRUNGE CLUB Hair: Des Murray (UK) Photography: Des Murray Make up/clothes: Theo Papoui Products: Matrix Images: FPA @desmondmurray

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Collection: GRUNGE CLUB Hair: Des Murray (UK) Photography: Des Murray Make up/clothes: Theo Papoui Products: Matrix Images: FPA @desmondmurray

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Collection: GRUNGE CLUB Hair: Des Murray (UK) Photography: Des Murray Make up/clothes: Theo Papoui Products: Matrix Images: FPA @desmondmurray

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Collection: GRUNGE CLUB Hair: Des Murray (UK) Photography: Des Murray Make up/clothes: Theo Papoui Products: Matrix Images: FPA @desmondmurray

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Collection: GRUNGE CLUB Hair: Des Murray (UK) Photography: Des Murray Make up/clothes: Theo Papoui Products: Matrix Images: FPA @desmondmurray

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Collection: GRUNGE CLUB Hair: Des Murray (UK) Photography: Des Murray Make up/clothes: Theo Papoui Products: Matrix Images: FPA @desmondmurray

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Collection: GRUNGE CLUB Hair: Des Murray (UK) Photography: Des Murray Make up/clothes: Theo Papoui Products: Matrix Images: FPA @desmondmurray

MIKE TAYLOR EDUCATION

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Collection: Pure Men Hair: Mike Taylor Education (UK) Photography: Liam Oakes Stylist: Emily Taylor Products: Denman Jack Dean Images: FPA @miketayloreducation

UK

Collection: Refined Hair: Emma Dinon (AU) Photography: Leigh Winsor @emdinonhair, @star_barber_darwin, @leighwinsor

EMMA DINON

AUSTRALIA

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Collection: Refined Hair: Emma Dinon (AU) Photography: Leigh Winsor @emdinonhair, @star_barber_darwin, @leighwinsor

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Collection: Refined Hair: Emma Dinon (AU) Photography: Leigh Winsor @emdinonhair, @star_barber_darwin, @leighwinsor

FRAN ARANDA

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Collection: Cassette Hair & styling: Fran Aranda (ES) Photography: Esteban Roca @franaranda_, @brainonacademy

SPAIN

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Collection: Cassette Hair & styling: Fran Aranda (ES) Photography: Esteban Roca @franaranda_, @brainonacademy

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Collection: Cassette Hair & styling: Fran Aranda (ES) Photography: Esteban Roca @franaranda_, @brainonacademy

Collection: Cassette Hair & styling: Fran Aranda (ES) Photography: Esteban Roca @franaranda_, @brainonacademy

Check the video of Cassette

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SCHOREM

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Hair: Robert-Jan Rietveld (NL) Photography: Jelle Mollema Fotografie @jelleinmyear @schorembarbier, @the_bloody_butcher, @theoldschoolbarberacademy

THE NETHERLANDS

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Hair: Robert-Jan Rietveld (NL) Photography: Jelle Mollema Fotografie @jelleinmyear @schorembarbier, @the_bloody_butcher, @theoldschoolbarberacademy

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Hair: Robert-Jan Rietveld (NL) Photography: Jelle Mollema Fotografie @jelleinmyear @schorembarbier, @the_bloody_butcher, @theoldschoolbarberacademy

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Hair: Robert-Jan Rietveld (NL) Photography: Jelle Mollema Fotografie @jelleinmyear @schorembarbier, @the_bloody_butcher, @theoldschoolbarberacademy

C O LU M N T H E B LO O DY B U TC H E R

LET ME INTRODUCE MYSELF Hello dear readers of BarberSociety Magazine, let me introduce myself.

Although many people probably know me as Bertus, my real name is Robert.

I am one of the two founders of Schorem Haarsnijder & Barbier, our classic barbershop in Rotterdam, and of course, REUZEL, the best styling product in the universe. BarberSociety asked me to write a piece on a topic of my choice. Since I’m writing this from our headquarters in Denver, I think REUZEL is a great starting point.

Because let’s be honest, even if you think Schorem and REUZEL suck, you have to admit that what started as a joke and grew into a global success is a great story to tell my grandchildren.

Buttttt, you’re obviously not my grandchildren (at least, I hope not). What I really want to tell you is this: “Everything you invest in yourself pays dividends.” This applies to your physical health (eating well, exercising, sleeping), your mental and spiritual well-being (reading, meditating, spending time in nature), and also your career and future.

It doesn’t matter if you are a novice barber or hairdresser; every training session, every minute you watch, every minute you practice, every question you ask your mentor or colleagues is part of your growth toward success. The harder you work, the more you invest the higher the dividends.

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“So, what exactly are those dividends, Robert..?” They can be anything: a higher salary, more clients, increased revenue, more followers on social media —but also peace of mind, self-confidence, or less stress.

In the end, all these things go hand in hand.

I screwed up my first ‘client’ when I was about fourteen years old, and at the time, I had no idea this would become my career. Now, 36 years later, by the way, I’m still cutting that same ‘client’ and hopefully a lot better than that first time.

I do see very clearly, now that I am 50, that Gert - the first client and my childhood friend was my very, very first real investment in myself. Before that I was only interested in weed, skateboarding and girls but now I had something I could actually turn into a profession.

I won’t bore you by listing in detail what that first investment has brought me. I’m not here today to toot my own horn, but let’s just say the returns have been substantial.

Besides financial freedom—which is amazing—I have creative freedom, which is even better.

Every day, my head is overflowing with new ideas, and every day, I get to bring those ideas to life with my fantastic team. And guess what? Every idea we execute— whether it’s a photo or video shoot for REUZEL, a comic book with its own alternative universe, a tour through Asia, or—why not— a rock ‘n’ roll festival—is the next investment in ourselves…

For those who are still reading, here is the moral of the story: You can achieve anything, really ANYTHING you want if you really want it. But success isn’t served on a silver platter. If you want a viral video, you will have to make videos until you succeed, if you want to

Success isn’t served on a silver platter

stand in front of an audience of 5,000 hairdressers in Hanoi or Los Angeles, you will have to start teaching colleagues somewhere in a hamlet in the country. I firmly believe that the persistent wins.

@the_bloody_butcher

I’ve had the privilege of meeting many big names in our beautiful profession, and they all have a few things in common: they work hard, never pretend to be something they’re not, have a deep-rooted passion for the craft, and never, NEVER, talk badly about their colleagues.

Leen and I have had a lot of success, but I wish you—and everyone reading this who loves our beautiful profession as much as we do—twice as much success.

Start investing in yourself today, and who knows when you’ll be able to reap the rewards, enjoy them, and share them with the people you love.

RoBert(us) 53

INTERVIEW

From Canary Islands to UK success: The story of Oscar Mendoza

@oscar.mendoza_ @mendoza__co

Visit his show at BarberSociety live 2025, Sunday, 13 April 2025

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Leaving his home in the Canary Islands to pursue a career in the UK wasn’t just a leap of faith for Oscar Mendoza – it was the beginning of a path that would lead him to build a successful barbering business.

Today, as the owner of three barbershops and an international education academy, Mendoza has transformed his initial vision into an enterprise that spans professional services, education, and retail.

“There’s no clothing item that will enhance your appearance more than properly cut and styled hair,” Mendoza says, explaining his early perspective on the industry.

“When someone invests 30 minutes or an hour of their time into your hair, giving you full attention while considering your facial features and bone structure, that service should be valued accordingly.”

From business student to professional barber and educator Despite studying business and finance at university in Spain’s Canary Islands, Mendoza found himself increasingly drawn to barbering. “I was cutting a lot of people’s hair during my studies,” he recalls. “My classmates preferred coming to me rather than going to barbers.” This growing client base, combined with his observation that the barbering industry wasn’t receiving the professional recognition it deserved, led him to make a decisive change.

A century of barbering heritage Barbering runs through Mendoza’s family history, dating back to the 1920s. His family recently presented him with a remarkable gift documenting this heritage: a comprehensive family tree showing their barbering lineage from the 1920s to the present day. “Most of my uncles and my mum’s uncles were barbers, my auntie’s a hairdresser, and two of my cousins are head barbers as well,” he shares.

The transition to the UK wasn’t seamless. Upon arriving with limited English proficiency, Mendoza temporarily worked as a kitchen porter and delivery driver. “I had to drop my profession for about six to eight months until I learned the language a little bit and I could step back into the barbering industry,” he recalls.

This period of adaptation, though challenging, proved instrumental in shaping his future approach to business and education.

“I’ve always been someone who doesn’t like to stay in comfortable places. I prefer to put myself in uncomfortable situations,” Mendoza reflects. “I think that makes me better and brings out the best in me. I applied this same mindset to barbering – always pushing myself to train in areas where I was already skilled.”

British and Spanish barbering: A tale of two styles Moving from the Canary Islands to the UK revealed striking differences in barbering practices between Spanish and British styles. Mendoza’s experience in both markets provide unique insights into these contrasts.

“The barbering industry is certainly different because there are factors that could change the way society dresses and looks,” he explains. “A hotter country would have much shorter hair than a colder country.”

In his hometown of Gran Canaria, the focus was different: “There was a lot of clipper work, mainly fades, shorter hair. That was probably 12 years ago now. When I came to the UK, these fade techniques and these skills were quite new. “This gave me a distinct advantage, as my expertise in these techniques was ahead of what was common in the UK at that time,” he explains.

However, he found the UK had its own strengths: “The scissor work 55

here and the artistic side of it was quite probably much higher or more evolved than in Gran Canaria.” The differences extend to the very nature of the clientele: “The hair over there is darker, it’s denser. The people’s skins are darker as well. Again, it’s a hotter country. Everything here is a little bit more undone and more natural and more shaggy, not as sharp.”

Despite these differences, Mendoza sees commonality in the industry’s core: “The industry passion or drive is the same pretty much in most countries, at least in Europe.” When asked if he’d consider returning to Spain, his answer is definitive: “Certainly not. This is a country that is maybe more advanced in that kind of sense. London, for example, is a really cool place to be inspired. It’s multicultural. You’re able to see a lot of different styles, even shapes of buildings, that can actually give you an inspiration to do a haircut.”

Building a business framework Mendoza’s business has evolved into three distinct barbershops and an academy in Cheltenham.

His management approach emphasizes delegation and

team development, with several long-term employees now serving as partners in the business. “I understood that I couldn’t handle everything—being on the salon floor, managing administration, overseeing growth and expansion, running the academy, and maintaining international commitments,” he explains.

This realisation led to a structured approach to team building, where promising staff members are offered opportunities for growth within the organisation.

Two of his managers, Eric and Zoe, have become shareholders in various aspects of the business, demonstrating Mendoza’s commitment to nurturing talent from within.

Education as a cornerstone with Mendoza Academy The Mendoza Academy, launched several years ago, has become a central element of his business model. “I think people really like the way we work and how we think about hair,” Mendoza explains.

“From that, it took off into who we are nowadays, travelling the world internationally, just sharing our passion and knowledge in the industry.”

The academy offers various skilllevel courses and can customize programs for specific needs.

“We can tailor courses to individual needs,” Mendoza notes.

“Several of our team members who started as apprentices or barbers are now transitioning into educational roles themselves.”

This approach to team development reflects Mendoza’s leadership philosophy: “As a businessman or a leader—I don’t like to call myself a boss—I think the idea is to build a strong team.

We are as good as our team.

To compete at the highest level in this industry, we’re not just competing as individuals – we’re competing as brands and teams.”

Beyond technical training, the academy serves as a comprehensive development platform for the entire team.

The business invests in various forms of professional development, from business management courses to public speaking training. “We support our team’s growth in multiple ways,” Mendoza explains. “For example, when I partner with companies for stage work, we often arrange additional training opportunities.

This might include public speaking courses for those interested in education, or business management training for those moving into leadership roles.” This investment in continuous learning has become a cornerstone of the organisation’s culture.

Strategic retail: More than product sales Addressing one of the industry’s persistent challenges—retail sales—Mendoza takes a systematic approach. “For too long, we’ve allowed clients to dictate the service without fully utilising our professional expertise,” he notes. His solution involves comprehensive consultation and education throughout the service.

The academy supports this by providing staff with sales training

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We are as good as our team that focuses on information and consultation rather than direct selling. Barbers learn to integrate product recommendations naturally by explaining their choices during the service: “If you notice a client using oil-based products that might be weighing down their fine hair, you can demonstrate alternatives that better suit their needs.”

Beyond traditional hair and beard products, Mendoza’s businesses have expanded their retail offerings to include professional tools, particularly through the academy. This includes scissor holders, combs, razors, and finger razors, creating additional revenue streams while serving both consumer and professional markets.

International education and future plans As Mendoza prepares for his second appearance at BarberSociety Live in 2025, this time alongside Emanuel Medina, he’s focused on innovation in education. “We’re approaching the show from an international educational perspective, bringing together what we’ve learned and what we believe

represents the future of our industry,” he says.

team development. “The entrepreneurial journey is one of constant discovery,” Mendoza reflects. “You start with one goal, but as you progress, you uncover new challenges and opportunities.

Each step forward reveals what you need to learn next.”

His experience at last year’s BSL proved transformative, leading to brand collaborations and ambassador opportunities.

The upcoming performance with Medina promises to challenge conventional approaches to hairstyling while emphasizing the importance of understanding facial features and bone structure in creating personalised styles.

His advice for barbershop owners looking to increase product sales remains grounded in fundamentals: “Focus on the product, don’t focus on the money. The money will follow,” he emphasizes. “Build a strong team, work hard, and be confident. Get educated —I think it’s probably one of the most important aspects.”

Mendoza & Co: Future developments and growth Under the new brand name Mendoza & Co., which unifies all aspects of the business under one umbrella, the enterprise continues to expand. “We want to expand into online education to make our academy more accessible,” Mendoza explains. “This will allow us to reach students who can’t attend in-person training, whether due to location or cost constraints.”

Looking ahead, Mendoza sees continued growth potential, particularly in education.

“Our mission is to help people discover their potential and develop their passion for the craft,” he says. It’s an approach that has served him well since those early days of cutting hair for university classmates, and one that continues to drive his business forward.

The business has attracted notable attention, with high-profile clients including NFL athletes and television personalities. However, Mendoza’s focus remains on innovation and

For Mendoza, success in the barbering industry comes down to constant evolution and improvement: “I think that’s the whole point of a human or business. We want to be better and compete against ourselves to become better every year.”

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ROYAL DENIM DIVISION R.D.D. stands for Royal Denim Division. A Danish men’s brand that creates denim styles designed to last for years, not just seasons. As the name suggests, they have set the bar high—so high, in fact, that they take pride in creating styles that meet the high standards of denim royalty. With selvedge denim as its foundation.

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LIFESTYLE

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4

5

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1 Denim Shirt € 129,99 2 Cap € 19,99 3 Light Jacket € 149,99 4 Short Beanie € 24,99 5 Bodywarmer € 99,99 6 Sweater € 89,99 7 Royal Selvedge Relaxed Fit € 169,99 More information Want to learn more about Royal Denim Division?

Check out: www.royaldenimdivision.com or @royaldenimdivision

LIFESTYLE

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TAILOR’S POWDER WAX

NEW

Discover the revolutionary TAILOR’S Powder Wax – a styling product that instantly transforms powder into a flexible wax.

With this unique formula, you can effortlessly create a natural, casual look with all-day perfect hold. Ideal for those who love simple and effective styling.

Apply the wax directly to dry hair or rub it in your palms first for an even smoother result.

More information www.tailorsgrooming.com

GROOMING

NEW AMERICAN CREW® PRE-STYLER SHAMPOOS

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American Crew® introduces the new Pre-Styler shampoos.

These formulas deeply cleanse the hair and prepare it perfectly for styling. Inspired by skincare, they balance the scalp’s microbiome, promote a dandrufffree scalp, and ensure optimal manageability and hydration.

Silicone-free and made from 78% PCR, the vegan shampoos are available in FIBER, FORMING and BOOST variants, each tailored to specific hair and styling needs.

More information www.americancrew.com

DEPOT NO. 110 BLACK SHAMPOO DEPOT NO. 110 Black Shampoo is the ideal solution for natural, colored, or lightened hair.

This shampoo is enriched with black pigment that creates ash-like highlights and neutralizes unwanted warm tones. On natural hair, it removes yellow or orange hues and restores shine. On colored hair, it helps maintain cool, ashy highlights, while on lightened hair, it effectively neutralizes warm tones, resulting in a subtle ash effect.

More information www.depotmaletools.com

UPPERCUT DELUXE: LIMITED EDITION RESIN & ROSE DELUXE POMADE

Deluxe Pomade has been designed for the discerning guy who has a particular style in mind.

Perfect for timeless, classic looks – such as high pompadours, side parts, and slick backs.

GROOMING

A balance of contrasts.

Razor sharp and delicate flow.

Uppercut Deluxe presents its latest instalment of their collector series: Resin & Rose Deluxe Pomade. Featuring a resin-topped tin that suspends a handpicked, unique real rose and custom machined razor blade - all sitting on top of the globally renowned Deluxe Pomade.

This limited-edition subtle rose fragrance in a clear pomade formulation blends sophistication and masculinity. Each piece individual, no two are the same.

More information www.uppercutdeluxe.com 61

WAHL 5-STAR BLACK CORDLESS MAGIC CLIP NEW Introducing the new WAHL 5-Star Black Magic Clip—more powerful, faster, and elegant. This professional clipper features an innovative Stagger-Tooth™ blade with titanium and DLC coatings for ultra-precise cuts and seamless fade transitions.

With a robust 6,500 rpm motor, ergonomic design, and up to 100 minutes runtime, it sets a new standard in quality.

With its innovative features and a luxurious black and gold design, the 5-Star Black Magic Clip is the ultimate choice for discerning barbers.

More information www.wahlpro.com

NEW ANDIS PHENOM CLIPPER AND TRIMMER

IN-SHOP

Introducing the Phenom Clipper and Phenom Trimmer, a revolution in innovation and design, combining cutting-edge technology with personalized style to meet the evolving demands of today’s barbers and stylists. Show off phenomenal work with the power, customization and performance of the Phenom.

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More information www.andis.com

BARBERSHOPS & HOTSPOTS IN DUSHI CURAÇAO AUTUMN 2024 HAIR COLOUR TRENDS

BARBERSOCIETY MAGAZINE

TIPS FOR CREATIVE ENTREPRENEURSHIP STEFAN AVANZATO THE MORE YOU SHOW YOURSELF, THE MORE OPPORTUNITIES COME YOUR WAY

FALL 2024 | #27 | € 16

BARBER KOOS & THE HIPPIE ARMY OF THE 1970S

BarberSociety Magazine introduces N EW digital subscription!

The Barbershop Cuts & Cocktails ligt in de Boulevard Tower van The Cosmopolitan of Las Vegas,

Photography: © David J Crew , Clique Hospitality, Alex Jerome

en is een super de luxe barbershop zoals je er nog nooit een hebt gezien. Je kunt er niet alleen high-end kapsels en geweldige whiskeycocktails krijgen, maar ze bieden ook een ongelooflijke speakeasy met opwindende live muziekoptredens zeven avonden per week, waaronder ‘All Request Sundays’, ‘Wild West Wednesdays’ en ‘Faded Karaoke’, een avond waarop gasten zelf het podium op kunnen om hun favorieten te zingen, onder begeleiding van een live band. Met eerdere

verrassingsoptredens van beroemdheden, waaronder Bruno Mars en Anderson Paak, Zac Brown, Dave Matthews, Machine Gun Kelly en Travis Barker, weet je nooit wie er op het podium zal staan.

De Barbershop biedt stijlvolle coupes, gezichtsbehandelingen, een traditionele scheerbeurt, baardverzorging en nog veel meer, in combinatie met het volledige barmenu. Een ervaring die je nergens anders zult vinden.

INTERVIEW

From Lawyer in Uruguay to the Global Stage as Barber Interview with Emanuel Medina

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@ema_medinaok @ema_medinastudio

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Fidel ‘Gucci’ Hernandez

The Barbershop Cuts & Cocktails The Cosmopolitan, grote zaal van het casino, ingang aan de Las Vegas Boulevard 3708 S. Las Vegas Blvd.

Las Vegas, NV 89109 +1 (702) 698-7434 https://thebarbershoplv.com @thebarbershoplv

Smerling ‘Rockstar’ Montero

Nick Karel

BARBERS & THE CITY

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Emanuel Medina (29) was once on his way to becoming a lawyer in Uruguay. But eight years ago, his life took a different turn. Swapping heavy law books for scissors and a razor, he has since dedicated himself to mastering and elevating the art of barbering.

His talent and commitment quickly set him apart, and today he’s recognized as a prominent figure in the industry.

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SUBSCRIBE NOW! Visit www.barbersociety.com/magazine-international to explore your digital subscription or purchase single issues today.

For the first time, BarberSociety Magazine’s international English language edition is now available as a digital subscription or single issues!

Access exclusive content tailored for barbers and their clients—delivering the inspiration, tips, and stories you need anytime, anywhere.

Why Go Digital?

Stay ahead with worldwide trends, techniques, and interviews Discover business tips and lifestyle inspiration for barbers and beyond Automatic updates—always have the newest issue in hand every quarter.

Choose Your Option Single Issue: € 4.95 Subscription: € 35.64 (8 issues: save €3.96!)

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

Stop selling retail, you’re not a salesman!!

Let’s be real - most of us barbers don’t like selling retail (personally, I hate retailing). The word alone can make some of us cringe. You didn’t get into barbering to be a salesman, right? You became a barber because you love the craft, the creativity, the ability to transform someone’s look and boost their confidence. But here’s the thing…retailing isn’t about selling. It’s about educating, and as barbers, we are experts, not salespeople.

See retailing as an extension of your service

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How to Make Retail a Natural Part of Your Service

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The Ego vs. The Expert Mindset A lot of barbers shy away from retail because their ego tells them, “That’s not my job. I cut hair, I don’t sell products.” But let’s flip the script for a second.

When a client sits in your chair, they trust you to guide them on what’s best for their hair, beard, and overall style. They ask for your advice, they listen to your recommendations and that, my friend, is expertise in action.

Think about it for a minute: When you go to a dentist, do you expect them to recommend the best toothpaste for your teeth?

When you visit a personal trainer, do you expect them to suggest supplements or proper recovery techniques? Of course, you do.

Because they’re the experts.

And you? You’re the expert when it comes to hair and grooming.

Retailing is the Service Instead of seeing retail as “pushing products,” see it as an extension of the service you provide. If your client leaves your chair looking sharp but doesn’t know how to maintain that look at home, then you truly did your job?

Educating your client on which products will help them recreate their style isn’t selling, it’s serving.

It’s empowering them to look their best between appointments.

And when your whole team embraces this mindset, it shifts the culture of the shop from just cutting hair to providing a full grooming experience.

Start with Consultation Before you even pick up the clippers, find out what challenges your client faces with their hair or beard. Dry scalp? Struggling with styling? Patchy beard?

This is where your expertise comes in. Start your consultations with open-ended questions here are a few examples: “ How do you feel about your hair on a daily basis?” “ How does your hair behave in between appointments?

Does it hold his style or does it get out of control?” “ When you get ready in the morning, how much time do you spend on your hair?”

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Educate, Don’t Sell Instead of saying, “You should buy this pomade,” try something like:“Your hair has a natural wave, so using a lightweight pomade will help control the shape without making it stiff.”

See the difference?

You’re not selling, you’re sharing knowledge.

3 Demonstrate During the Cut

Use the product on them.

Show them how to apply it properly. If they see the results firsthand, they’ll naturally want to take it home.

Yourself 4 Position as the Go-To Expert

When clients see you as the person who helps them solve their grooming problems, they won’t just buy products from you, and become loyal customers for life.

Creating a Culture of Expertise in Your Shop If you’re a barbershop owner or manager, this shift in mindset has to start with you. When the team understands that retailing is part of the service.

Encourage education, not hard selling. Create an environment where sharing knowledge is just what you do as well as providing great service.

Because when your clients feel taken care of, they don’t just return, they spread the word.

And that’s how you build a thriving barbershop culture.

The best barbers aren’t just good with laying down the perfect fade, they understand that grooming is a lifestyle, and they guide their clients through it. So, ‘STOP selling.’

Own your title as an expert.

Share your knowledge. Help your clients look and feel their best. And watch how naturally retailing becomes part of your craft.

Chris Foster @theprofile.guy 65

Q &A

From barbershop to radio: The birth of the Barbersessions radio show In BarberSociety Magazine, we have already met Dutch barber Dario J. Braun. This time we bring him to your attention again, because we are going to do a fun collaboration with him!

Thanks to a spontaneous conversation with well-known radio DJ Giel Beelen in the barber chair, he got a chance to host his own national weekly radio show on Yoursafe Radio. With his love for music, he now has a place behind the microphone where he can share his favorite tracks and put the spotlight on the barber profession. Thanks to the partnership with BarberSociety, the radio show takes on an extra dimension.

Read on to discover more about Dario’s story behind his surprising radio debut!

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@dariojbraun @dariosbarbers.nl @becomeabarber.nl

Dario is a man of many talents. What started as a normal career as a barber, grew into a successful business, an international career as an educator and now even a new adventure on the radio. Once soccer coach, later owner of a thriving barber shop in Haarlem, The Netherlands, and now also co-founder of a Barber Academy-Dario knows better than anyone how to share knowledge and passion. But his latest challenge came from an unexpected quarter: the radio world.

Scan the QR code for episodes of the Dutch Barbersessions radio show

A lot has happened in recent years, tell us about that?

“In 2015, I opened my first barbershop, DARIOS Barbers, in Haarlem and also ran a second branch in Leiden for five years.

After some struggles, I finally chose to focus entirely on Haarlem. In late 2022, I got the chance to move to a larger building in a prime location and decided to put all my savings into it-a big risk, but it worked out super well. Education has always been an important part of my work. When a building became available across from the barbershop, I set up DARIOS Barber Academy with two associates. A dream come true!”

So you’re not doing this alone?

“That’s right, I’m doing this together with Rex and Bradley.

From the start, it felt right to team up with them because they immediately showed ambition and motivation and understood the financial aspects involved.

Bradley has been cutting in Haarlem for eight years and at one point joined me in the barbershop.

Rex started as a hobby barber, initially wanted to become a gym teacher, and pursued a different career first, but in the end, he found his way back into barbering. They have both been working with me for about two years, and I had already taken them along as assistants in training sessions. When the building across the street became available, we were able to accelerate our plans for a Barber Academy.”

You also present a radio show now.

How did that come about?

“In the barber chair! The wellknown Dutch radio DJ Giel Beelen, a regular customer and Creative Director of the Dutch station Yoursafe Radio, was sitting in the chair with me and said, ‘What awesome tunes do you play, what radio station do you have on?’ When he heard that this was my own track list, he was impressed by my knowledge of Hiphop and R&B from the 90s and 2000s. He asked if I wanted my

own program, and I immediately opened my big mouth and shouted, ‘Let’s go!’ Two weeks later he turned out to be serious, and after a few trial episodes I discovered how much I liked it.”

“My experience giving training and shows helps me with presenting. Now I have a platform through which I highlight the barber scene in a positive way and bring together both established and new barbers. By inviting different guests, we create something unique that is really fun for the whole industry to watch or listen to on a weekly basis.”

How do you like it so far?

“Much more fun than I imagined!

It’s even more creative than hairdressing. With a microphone in your hands, you create something out of nothing.

The preparation, choice of music and interviews challenge me creatively and take me to a new level. I realize now that I was unconsciously searching for this deeper experience. Nine years ago, a client already told me: ‘You’re not going to keep cutting hair, you’re going to connect people.’ This was meant to be!”

What is discussed on the broadcast?

“The show combines hip-hop, haircuts and barber talk. In addition to interviews, there is also room for education with live haircut demonstrations. I find it interesting to hear what barbers and entrepreneurs are up against, because everyone can learn something from that. I also try to push the boundaries with barber humor, although of course we

can’t share everything that is discussed in a barbershop.

But if we can capture 80%, we’ve done well! It should be inspiring and educational, but most of all light-hearted and entertaining-just like in a real barbershop.”

What conversation has stuck with you the most?

“Without a doubt the story about Herman, barber Joy’s giant snail!

She has her barbershop in a shed near her house and when customers go to the bathroom, they walk through her home and see a terrarium there with this huge snail. She also shares that on Instagram and talking about it was hilarious. These kinds of unexpected, personal stories make the show extra fun.”

What question do you like to ask on the show?

“I ask what barbers like less about the profession and what their low point was. This often yields candid conversations because it shows the other side of the profession.

Sharing these vulnerable moments creates a deeper conversation that is very inspiring.”

You gave a show at BarberSociety Live 2024.

How do you look back on that?

“It was a ‘hot’ show, literally! Due to a fire spitting act, which caused some soot damage to the video screen, haha! BarberSociety Live is the leading event for barbers in the Netherlands and abroad, a meeting place for everyone in the scene, and I had been dreaming of doing a show there for years. The energy at the event

It is my dream that every barber in the Netherlands turns on the radio to listen on Tuesdays between 12 and 2pm!

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was great, with real interaction with the audience - very different from other events. Music played a big role in our show, and we showed who we are. It was special to put this on with the whole team, everyone had a part in the success. That makes it extra special.”

Why do you think the partnership with BarberSociety is important?

“You guys are the leading platform for barbers in the Netherlands and abroad and I think it’s cool that you support Barbersessions.

This allows us to grow the show faster and it is taken seriously within the scene. Thanks to the cooperation we can reach more people and further develop the program. By bringing the BarberSociety Insights column into the radio show, we also connect the magazine to the show and can share stories from international barbers. This allows us to inspire others to start reading the magazine as well.”

How do you prepare for the show?

“The preparation starts with selecting and enthusing guests through social media and email.

I know many barbers, of course, but am also often approached by them. After we select and schedule the right guests, I call them in advance to go over the interview. The show must have a good structure-beginning, middle and end-and offer a mix of music, education and humor.

The broadcast is two hours long, with one hour of music and one hour of show. After the show, we filter the best clips for Instagram and edit the episode for YouTube and Spotify.

Everything has to be uploaded and promoted, so it takes me 6 to 10 hours every week. But it’s an investment I’m happy to make!”

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How do you see the future of the radio show?

“My dream? That every barber in the Netherlands turns on the radio to listen on Tuesdays between 12:00 and 14:00 hours!

How great would it be if the show really becomes a regular moment in the week for the entire barber industry? For myself, I want to continue to grow as a host and take the show to an even higher level.”

What other ambitions do you have?

“I now have a wonderful stage that I would like to make as big as possible to put our industry in a good light. In doing so, I secretly dream about a TV format! Our profession is more popular than ever and cutting videos are doing super well online. If we could translate barber culture, humor and craftsmanship into a TV show, that would be great. I don’t know exactly how yet, but I feel there’s something beautiful in it.”

Anything else you want to say?

“Want to stop by the radio studio sometime? Send me a message on social media (@dariojbraun)! Together we can grow Barbersessions and give the barber profession the stage it deserves.

In addition, I want to thank my wife Nadia Lopez. I think it’s understated how much respect my wife deserves. She has always supported me through both good times and hard times. She even learned to cut hair to help me and gave up her full-time job to grow our business together.

Now that she feels I have found the right business partners, she is following her own passion: studying Chinese medicine.

Nadia, I am eternally grateful!”

Visit the Barbersessions radio show on BarberSociety live 2025, Sunday, April 13!

Live recording during BarberSociety Live 2025 On Sunday, April 13, the BarberSociety Live stage will be transformed into a radio studio for about an hour for a special live recording of Barbersessions.

Top barbers and talents join Dario for inspiring conversations & music.

This recording will air the following Tuesday, April 15, via Yoursafe Radio and can be viewed and listened to back on YouTube, social media and Spotify.

The Dutch Barbersessions radio show: Live on Tuesdays from 12:00 to 14:00 hours via Yoursafe radio and viewable as a live stream at www.yoursaferadio.nl Watch it back on the Barbersessions and BarberSociety YouTube channels Listen as a podcast on Spotify of Pr

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70

BARBERS & THE CITY

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

In this edition, we’re spotlighting vibrant Xiamen, a coastal city in southeastern China known for its stunning islands and modern vibe. Check out Xiamen’s unique barbershops and the hotspots local barbers say you really shouldn’t miss, from traditional Chinese restaurants to trendy clubs.

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BARBERS & THE CITY

SOSA BARBERSHOP No. 2 Daxue Road Siming district Xiamen, Fujian province China SOSA BARBERSHOP emerged in Xiamen, Fujian, in 2017 as one of the earliest barbershops in China. Deeply influenced by street culture, their journey into barbering began through work in the hip-hop industry with Chinese rappers.

This connection to hip-hop is one of the reasons they were drawn to barber culture.

Fueled by passion, they decided to embark on the barbering journey and founded SOSA Barbershop.

At SOSA, traditional barbering styles are combined with street culture elements such as hip-hop,

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skateboarding, fashion, and music. They honor the classics while incorporating unique attitudes towards work and life, making SOSA a bridge for spreading street culture in Xiamen.

OUR HOTSPOTS WUTANG SHACHA NOODLES No.76 Mingzhu Road Siming district Xiamen, Fujian province My favorite restaurant is called Wutang Shacha Noodles. Shacha means satay sauce. The soup made with this sauce is somewhat like Laksa. It is one of the most famous and representative dishes of Xiamen. In my opinion, this noodle shop is one of the best, even though there are thousands of Shacha noodle shops in Xiamen.

Pulse Club No.7-105, Tiyu Road Siming District, Xiamen, Fujian province I would recommend Pulse Club.

They play authentic hip-hop music and create an incredible atmosphere for hip-hop lovers.

If you’re into this genre, Pulse Club is definitely one of the best choices in Xiamen to enjoy great music and vibe with like-minded people.

Old Bus Vintage No.8 Daxue Road Siming district, Xiamen, Fujian province Old Bus Vintage is a fantastic vintage clothing shop located just near my barbershop.

The owner has been involved in the vintage industry for many

years. His passion for vintage is unmatched, and he always knows how to spot the best pieces.

If you’re interested in vintage clothing, this shop is definitely one of the best places to find hidden treasures and unique items.

Whether you’re a collector or just looking for something special, Old Bus Vintage is worth a visit!

Check out the video of the Xiamen barbershops:

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BARBERS & THE CITY

FOF BARBERSHOP No. 3-101, Yan Street, Longqiu Sanli, Huli District Xiamen, Fujian Province China FOF Barbershop is founded in 2018. Specializing primarily in American-style haircuts, they are also proficient in other fashionable styles. Chenyang, the founder, majored in architecture and is also a rapper, bringing a unique perspective on design and fashion. What makes FOF Barbershop different is the belief that barbering is about helping customers find confidence. Their philosophy goes beyond simply choosing a suitable style; they guide clients toward discovering the hairstyle that makes them feel most comfortable. A focus is placed on creating a positive experience, serving only a small number of clients each day to ensure that 74

they have plenty of time for each one. They aspire to make FOF Barbershop a warm, welcoming community rather than just a barbershop.

OUR HOTSPOTS Ajuan Dapaidang Siming District Xiamen, Fujian Province Ajuan Dapaidang is a well-known local restaurant in Xiamen with over 20 years of history, offering a nostalgic dining experience that brings back the flavors of childhood. Specializing in traditional Xiamen street food, it’s a favorite among locals for its authentic taste and homey atmosphere. The restaurant is famous for its fresh ingredients and hearty dishes that reflect the rich culinary heritage of the region.

Isabellae No. 120, Lianxiu Li Siming District Xiamen, Fujian Province Isabellae is where hip-hop culture comes alive. With nonstop beats and a vibrant atmosphere, it’s the spot to unwind, vibe, and experience the city’s energy.

Whether you’re dancing or just enjoying the music, it’s a place that feels like home to anyone who loves the rhythm of the streets.

Check out the video of the Xiamen barbershops:

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BARBERS & THE CITY

MEiZ Barbershop Duishan W road Jimei District Xiamen, Fujian Province MEiZ Barbershop is a unique barbershop in Xiamen. With a focus on creating classic and modern cuts, they specialize in delivering stylish looks tailored to each client. The shop’s distinctive red color and theme set the tone for a bold and welcoming atmosphere. Leaf, the owner of MEiZ Barbershop, says: “At MEiZ, we believe in the importance of creating a sense of belonging for every customer.

For us, barbering is more than just a haircut—it’s about building confidence and fostering a family-like community.

We treat every client like a member of the family, ensuring they feel comfortable, relaxed,

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and valued throughout their visit.

At MEiZ Barbershop, you’re not just another customer; you’re part of a close-knit community.”

OUR HOTSPOT Xiao Yan Jing Seafood DaPai Dang SiMing District HuBin Middle Road 228 Xiamen, Fujian Province Leaf says: “I personally don’t eat out much. But one restaurant I’ve been thinking of trying is Xiao Yan Jing, a seafood restaurant in the center of the city. I’ve heard that for a reasonable price, they offer a great variety of seafood.

Service is also considered fast which I really appreciate.

So, if seafood is your thing, you should try it out!”

Check out the video of the Xiamen barbershops:

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INTERVIEW

Redefining the craft 78

Gloria Sanchez has carved a remarkable path in the world of barbering, breaking barriers and constantly evolving her craft. From her early days in women’s hairdressing to discovering her passion for men’s grooming, Gloria’s journey is one of creativity, dedication, and growth. As a versatile stylist and educator, she continues to inspire others by blending innovation with technique. Gloria is also an integral part of the Brain On Academy team, where she was able to grow and share her expertise.

In this interview, she shares insights into her career, her vision for the future of men’s hairstyling, and her passion for empowering women in a traditionally male-dominated industry.

@gloriasanchez_

For me, it is essential to understand the client and their lifestyle

Could you tell us about your background, how did you get into the barbering business?

“Since I was a child, I was always drawn to the world of personal image. I started my training in women’s hairdressing, exploring all aspects of the field, such as hairstyles, updos, cuts, and coloring. During that time, I was constantly learning, taking various training courses, looking for work, and even starting my own business.

I eventually had my own salon, but my eagerness to keep learning led me to dive into the world of men’s hairdressing, an area that had always intrigued me. That’s when I decided to train at Brain On Academy—an experience that changed my life and allowed me to discover a completely new facet that marked a turning point in my knowledge.”

What attracted you to barbering?

“What truly drew me in was the creativity and innovation that the world of men’s haircuts offers.

Visit the Brain On Academy show at BarberSociety live 2025, Sunday, 13 april!

There is a wide variety of styles and techniques, allowing me to constantly explore new ideas and express myself more freely.

Compared to the women’s sector, the men’s field gives me more opportunities to experiment and adapt to modern trends, which motivates me even more in my career.”

What attracted you to being an educator, and what do you find most challenging?

“When I started as a student at Brain On Academy, I already had some experience in certain areas, which allowed me to help and share techniques with my classmates that I found easier to apply. They were grateful, and that feeling of being able to contribute and be helpful was very rewarding for me.

So when the opportunity arose, I thought, “Why not take it?”

I felt it was the perfect time to take the next step in my career.”

“From my perspective, teaching is a responsibility that requires great dedication, especially when working with students.

It is crucial to capture their attention and ensure they absorb the information correctly, which demands a dynamic and constant approach. Additionally, teaching requires having solid knowledge and great selfconfidence, as this reflects in the trust that students develop during the learning process.”

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What do you enjoy most about creating hair collections?

“I have created two hair collections. The first was a men’s collection, for which I had the honor of receiving recognition as the best Andalusian hairstylist under 25. The second was a women’s collection, and I have also had the opportunity to collaborate on various collections with my team.

How would you describe your vision on barbering?

Do you have a specialty?

“My vision of men’s hairdressing is based on providing a personalized service that not only highlights current trends but also suits each client’s needs and personality.

Men’s grooming has evolved from being just a simple haircut to a more complete process that includes beard care, styling, and the confidence that a good look conveys. For me, it is essential to understand the client, their lifestyle, and provide practical solutions that enhance their image while maintaining their identity.

I consider myself a versatile professional in hairdressing, as I have experience in different areas such as haircuts, beard care, and perms, among others.

However, what truly fascinates me is colorimetry. This field allows me to combine creativity with technique, and I always strive to stay updated on the latest trends and techniques to offer results that highlight the beauty and personality of each client.”

Where do you draw your inspiration from?

“My main inspiration comes from industry leaders and the incredible team I have the honor of working with. I deeply admire 80

the talent, creativity, and dedication of people like Ismael de Mora, Fran Aranda, Alejandro Valencia, and Felipe Jiménez. Each of them has left a significant mark on my career and pushes me to keep growing and learning constantly. Their work not only inspires me to perfect my technique but also motivates me to keep innovating and offering the best to my clients.”

What do you see as the men’s hair trends for Spring/Summer 2025?

“Without a doubt, I believe the 2000s are making a strong comeback in hair fashion.

Styles that defined that era, such as bolder cuts and defined textures, are resurfacing, but with a more updated touch, adapted to current trends.”

What do you like most as a woman working in a traditionally ‘men’s world’?

“My goal is to break established stereotypes. We know that barbering has historically been seen as a predominantly male profession, but I want to prove that women can also excel in this field. My desire is to inspire other women to enter this world, to show them that they have the talent and ability to succeed in a profession that is so exciting and full of possibilities.”

What I enjoy most about the whole process is the incredible energy and connection we create with the models. The atmosphere we generate among everyone is something truly special, and that is what makes all the effort worthwhile.”

How does Brain On Academy approach product sales?

“Brain On Academy is about a thorough understanding of hair types and the associated products. We analyze the specific characteristics and needs in order to provide personalized advice.

By clearly explaining to customers how to use each product effectively, we improve both the quality of the service, and the average spend in the barbershop.

Our tips are: Invest in knowledge about how different products work and the unique needs of each hair type, so you can provide tailored advice to your customers and increase their satisfaction.

In this way, we help the customer feel comfortable and confident with the products they use in their daily hair care routine.”

What are your plans for the future? Where do you see yourself five years from now?

“I hope to have grown significantly, both professionally and personally. My goal is to have acquired new knowledge and skills that allow me to continue evolving in my career.

Additionally, I trust that my work will be increasingly recognized and valued in the industry.”

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

Bring your hairstyle to life: boost your product sales in the barbershop A clean-cut hairstyle is the foundation, but with the right care, styling, and finishing, you truly bring it to life.

Customers walk into your barbershop for a fresh look, but they also want to maintain that style effortlessly at home. This is your opportunity to make product sales a natural and effective part of your service. Discover how to do this without it feeling like a sales pitch.

1

tart with the Basics: S Care The experience begins with washing. Explain why you choose a particular product.

For example, say: “I’m using this nourishing shampoo because it keeps your scalp healthy and makes your hair look fuller.”

Customers appreciate personal advice and are therefore more likely to take the product home with them.

2

et Styling Speak L for Itself While cutting, you can already talk about styling options.

For example, use a paste and explain what it does: “This paste gives you a flexible hold and leaves no residue, making it perfect for your daily look.”

By using the product directly, customers experience the difference and see how easily they can style their hair at home.

3

inishing Touch: F Subtle Advice At the end of the treatment, you can respond to their needs without being pushy:

“Do you like how your hair looks now? I can show you which product I used so you can easily do this at home too.” This feels like an extra service rather than a sales pitch.

Cor Bouw is a business coach & consultant for Keune Haircosmetics, owner of Dutch Hair, and founder of the Barbershop De Praatkamer franchise and chair rental concept. With a background as an international educator, he began his entrepreneurial journey in 1993. For Cor, attention, experience, and education are the core values for success as both an entrepreneur and business coach.

4

nsure Visibility E and Appeal A well-organized and highly visible product display works better than you might think. Place it near the checkout, for example, with clear product information and prices. A stylish presentation makes it easier for customers to make a spontaneous purchase.

5

eward and Surprise R Your Customers The checkout moment is where everything comes together – from care and styling to advice.

Be assertive here and actively ask the customer: “Would you like to take a product home with you?”

Make them aware of ongoing promotions, bundle deals, or a loyalty program. A simple remark like, “When you buy a shampoo and a styling product, you get

10% off,” or “With our loyalty program, you can save up for free products,” can be enough.

Ensure that products and discounts are visible at the checkout, so the conversation feels more natural and increases the chance of a sale.

Why This Works Customers aren’t just looking for a haircut but a complete experience. By combining advice and experience, you give them the tools to effortlessly maintain their look at home. The result?

Satisfied customers who leave not only with a sleek haircut but also with the right products.

Cor Bouw @barbershopdepraatkamer 81

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

Four generations of passion for the barbering profession Interview with Albert Maas and his son Jannick Maas

@de_heeren_maas

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Barbering has been in the Dutch Maas family’s genes for four generations. It all started with Harry Maas, who picked up scissors and razor in the 1930s, and it grew into a true family tradition. His son George continued the business, followed by grandsons Albert and Harry.

Now, it’s time for great-grandson Jannick, Albert’s son, to take over with the same passion as the fourth generation.

It’s not just the men in the family who chose this profession—Albert’s daughter, Sjors, also works as a hairstylist in a trendy women’s salon.

When we speak with Albert (66) and Jannick (20), Albert is in the process of purchasing a barber chair suited to his son’s height (1.95 m). But he’s happy to take the time to share their rich family history with us.

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Grandfather Harry

Father George

Albert

Son Jannick 84

Your barbering family history began in 1930?

Albert: “My grandfather Harry initially started as a bicycle mechanic and insurance agent.

During his military service, he learned the barbering trade —a golden move, as it allowed him to sell insurance policies to the customers in his chair!

He soon realized that cutting hair was more profitable in the long run, so he decided to focus entirely on barbering. In 1930, he opened his own barbershop in the village of Zeilberg, in the South of the Netherlands.”

How did your father take over the business?

Albert: “My father, George, naturally grew into the profession.

At just eleven years old, he was already working in the shop on Saturdays, soaping up customers.

These were not small numbers - sometimes as many as 70 to 80 in a day! He learned the trade through hands-on experience, got his middle-class diploma at secondary school and attended hairdressing school in the evenings. He developed further into a master barber. At 23, he took over the business from my grandfather and professionalized it further. My grandfather continued cutting hair at home for years, often enjoying a drink and a cigar while doing so.”

Was it natural for you and your brother to enter the profession?

Albert: “Not quite. I actually wanted to become a sports teacher, but at some point, I realized that wasn’t for me.

At 16, I dropped out of MEAO —I was quite the rebellious teenager—and my father insisted that I do something productive.

So, I started working in the barbershop. At first, I washed hair and swept the floor, then I moved on to trimming beards, and after a lot of observation,

I began cutting hair. My brother Harry and I attended evening hairdressing school. We already had three years of hands-on experience, so we got the diploma in six months. At 19, we were accomplished barbers and ten years later we took over the business together.”

Why did you decide to open a women’s salon as well?

Albert: “There wasn’t a women’s salon in our village yet, and financially, it was a smart move.

We kept the women’s section separate from the men’s and employed female hairdressers.

We ourselves also learnt the ladies’ trade at hairdressing school in the evenings. And to be honest, as a man, you definitely didn’t lack attention there, haha!

But our true passion always remained in barbering.”

How did your business change with the rise of Schorem?

Albert: “We were traditionally barbers by nature, but for a long time, that wasn’t exactly a trendy title. Our interior was outdated, but the atmosphere was great, and we made a good living.

When Schorem in Rotterdam put barbering back on the map as a trend, appreciation for our craft grew. Suddenly, young people wanted old-school hairstyles again - and we had been experts at those for years. Our turnover got a big boost, and our customer base expanded.”

Why did you take a different path than your brother?

Albert: “Both of my children, Jannick and Sjors, showed interest in the hairdressing profession.

Being an entrepreneur and thinking about the future, I decided to act on that and started a luxury barbershop, De Heeren Maas, about 2.5 years ago.

My brother had a different vision.

After many great years of working

I’ll die in the saddle, I think this is the most beautiful profession in the world together, we decided to part ways professionally, and at 68, he fully retired from the business.

After 48 years of loyal service in the village of Zeilberg, my family and I embarked on a new adventure in the village of Griendtsveen. Together with my wife, children, and an amazing team, we brought our vision to life - a stylish barbershop under the name De Heeren Maas.

The shop is located at a charming, 130-year-old historic building.

Surrounded by the peace and beauty of the countryside, we now continue our family tradition in this unique setting.”

Jannick, how did you get into the business?

Jannick: “Pretty much the same way as my father and grandfather.

At 12, I started working in the shop on Saturdays and was immersed in the barbering trade from an early age. I completed an all-round hairdressing course and gained experience at various mixed salons. When my father

started De Heeren Maas, I initially worked there part-time while also working at another shop.

Entrepreneurship runs in my blood as well, and I aspire to take over the business one day. The sooner you start, the more you benefit from it. For the past six months, I’ve been working full-time in the barbershop, further developing my passion.”

Do you do things differently than your father?

Jannick: “I love show elements.

I spin my scissors as a trick, and with Mr. Finnley’s fiber cream, I create a snow effect. Last year, we came across that brand at BarberSociety Live and we have been working together ever since.

They are fine, exclusive quality products that you can’t buy online, which makes them even more interesting for us.”

Do you have any tips for selling products?

Albert: “We think it’s important for customers to see which

products we use and to let them experience the scent.

Frankly, we could get more out of this because the profit margin is good and it pays to be more active with it.

Still, I find it difficult because I don’t want to appear pushy.

On request, I sometimes sell clippers to customers who want to touch up their beards themselves.”

What makes your barbershop special?

Albert: “We create a luxury experience: the use of quality products, beard finishing with shaving, a nice fragrance, massage, and hot towels. And of course our trademark: an eggnog with whipped cream with your coffee!

Our clients experience it as a moment of tranquility. ‘Nothing on your mind except your hairdresser’, we always say.”

Albert, do you ever see yourself quitting?

Albert: “No! I still work 50 hours a week and get energy from it.

Working gives rhythm, respect, and satisfaction. I always say, ‘I’ll die in the saddle.’ It’s beautiful to make people happy and build the future of the business together with my son.”

How do you see the future of the profession?

Albert: “Personal grooming will remain important, and people will continue to spend money on it.

However, I do notice that the term ‘barber’ is starting to get a slightly negative connotation. Many unskilled barbershops have emerged, and that harms the profession. I’m even considering removing the word ‘barbershop’ from our name and going back to ‘men’s hairdresser.’ But one thing is for sure: this profession will always exist, and I’m proud that Jannick is continuing it.”

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

Be authentic, not pushy – how retail becomes a natural barbershop experience 86

Excitement instead of sales pressure Selling feels right when it doesn’t feel forced. Customers don’t buy because of sales arguments but because they see real benefits. Enthusiasm is contagious – when someone genuinely loves a product, their experience naturally resonates with others.

It’s not about facts but about stories, experiences, and moments of realization that inspire customers.

Retail as Part of the Experience Selling products in the barbershop does not mean pushing customers into purchases. Instead, it should be a natural extension of the service.

Customers don’t just want a great styling; they also want the right knowledge and products to maintain their look at home. A barbershop that provides this added value builds trust and fosters long-term customer loyalty.

Vision, mission, and purpose as the foundation Every successful barbershop has a clear identity. But what values should be conveyed?

What message stands behind the offering? Barbershops that define these aspects carefully select their products.

Does the product range align with the barbershop’s vision?

Do the products support the mission of providing the best possible experience to clients? Does the retail section truly serve the purpose of adding value? What emotions and associations should customers have when entering the barbershop? And how can the retail section enhance these values for them?

Customers intuitively recognize when everything in a barbershop aligns – and are more likely to buy as a result.

Products as part of the consultation Retail should not be seen as a separate action. When a product is casually introduced during styling and its effect becomes evident, customers naturally become curious.

If product recommendations are seamlessly integrated

into the conversation, customers will start asking for them on their own.

Trust and authenticity drive sales Many stylists hesitate to recommend products because they fear pressuring their customers. However, when they share their personal experiences and honestly introduce their favorite products, customers feel guided rather than forced. A sales conversation is nothing more than an expert recommendation.

Inspiration instead of sales pressure Retail is an opportunity, not an obligation. Those who inspire and genuinely advise their customers not only increase revenue but also enhance customer satisfaction. A successful barbershop does not just sell – it helps its customers become the best version of themselves.

Dennis’ insight: your cheat sheet for successful retail Retail is not a sales tactic but an extension of the barbershop experience. The goal is not to sell something but to help customers maintain their perfect look.

Keep these three principles in mind: Recommend, don’t sell – Products naturally complement consultations.

Extend the experience with products – The right care makes the barbershop feeling last at home.

No pressure, just inspiration – Enthusiasm builds trust, not sales pressure.

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Make it with Wahl show, Frisöreventet, Malmo, Sweden, November 2024

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Make it with Wahl show, Frisöreventet, Malmo, Sweden, November 2024

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