With the end of the third national lockdown in sight, salons across the UK are eagerly preparing to welcome back their clients. One salon in particular has made a significant investment in providing a ‘wow’ factor, creating a salon that’s truly unforgettable.
That salon is Zest Hair & Beauty in Liverpool.
In this edition of Salon Design of Month, we spoke to Joshua Kelly to find more about his stunning salon.
How did Zest Hair & Beauty begin?
It started as a small, family run business. Over the years it’s grown in popularity with local, national and even international clients frequenting the salon.
Since I took over around 8 years ago the salon has developed a great reputation as one of Liverpool’s top celebrity salons. But although we have many high profile clients, we see them as friends which is a lovely thing to have.
How did you decide upon the aesthetic of the salon?
I wanted something really unique for my salon, and for Liverpool to be home to a salon no one has seen before – that WOW factor.
I travel quite often so I sought inspiration from that. Dubai always resides in my mind; the finishes, the gold, the luxury and the way I feel so relaxed there.
I wanted my customers to ‘feel’ this in the salon, so I commissioned Bric Interiors to create a design with this in mind. Building contractors DSR and myself then oversaw the process of bringing this vision to life. We gave careful consideration to every possible finish and detail.
How did you go about selecting the furniture for your salon?
As part of the overall design process, I wanted to select and install furniture that matched the luxurious feel of the rest of the decor. When you go to many of the salons and luxury hotels in Dubai you’ll come across wonderfully plush and finely crafted furniture, so I wanted my salon to be the same.
That’s why I chose to invest in the Lotus Phoenix Styling Chair. It offers the aesthetic I was aiming for, but is also really functional. The same goes for the backwashes which are extremely comfortable, and perfect for helping our clients drift off and relax.
How do you stand out from your competitors?
I think my salon has a whole different feel of luxury. It’s now an experience as well as a salon.
It starts for the customer as soon as they step through the door. They’re presented with marble floors featuring specks of gold and an oud scent fills the air. They are then personally greeted and escorted to a lounge style chair (I made sure these chairs fit in with the overall vibe of Zest and compliment the rest of the aesthetic and design choices I’ve made).
A thorough consultation is provided with the stylist and then they are offered a selection of coffees from the barista or a prosecco from the champagne bar (after 12pm of course). Even the back wash has TV and surround sound, along with super large chairs for clients to relax.
No expense was spared to offer the very best experience for our clients.
How do you think social media has influenced our industry?
It has definitely shaped our industry as a whole, especially during lockdown.
Social media enabled us to keep in contact with our customers. We can also showcase our work and share tips and best practice with other hairdressers.
How do you keep up-to-date with the latest industry trends?
We mostly do our own thing. However, we love looking online, following the super stars such as Chris Appleton for tips and trends and the new experience salons in Dubai.
What do you think makes a successful salon?
I think you have to be hungry for it, and have passion. Making your client feel the best will keep your salon busy. Great staff are also essential, as they are the face of your brand.
What advice can you give to others wanting to open a salon?
Opening a salon can be stressful, but very satisfying and rewarding when it all comes together. The best advice I can provide is to ensure you have a financial plan in place, be sensible with your money and invest wisely.
What are some of your favourite products and tools to use in your salon?
My favourite hair is the Hairchoice range of extension tapes and wefts. The quality is second to none, the customers love them, they’re so good and pricing is great on both trade and RRP.
My favourite hair tool would have to be my ghd hairdryer, I have tried so many and it’s by far my favourite!
What can we expect from you in 2021 and beyond?
A Zest 2? Who knows, this year has been crazy already but I have no plans to slow down any time soon!
Are you looking to refresh your salon furniture or design?
If you like the look of the Lotus furniture that’s in this feature, you can order it exclusively from Salons Direct.
If you’d like to read more hair and beauty blogs, explore the Salons Direct blog now.
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