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MARCH 2022
The Client Issue Featuring: Schwarzkopf, Joe Peacock, Monstev Alexandra and more… HAIR
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Editor’s Letter
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ello everyone. Happy March! It’s starting to get a little warmer now and that’s nothing but welcome in my opinion. We’re thrilled to be sharing with you a fun-filled issue this month, focusing on one of the most important aspects of your barbering business. This, of course, is the clients themselves. Be sure to read from page 11 how you can maximize on your clientele, making them want to come back for more. Join us as we take a trip to Saint Petersburg to talk with barber Monstev Alexandr about the local barbering scene in Russia on page 32. From page 34, we take a look at Richmond’s oldest barbershop and talk with Owner George Angeli about what makes it tick. Things are looking up now that the end of the COVID-19 pandemic is in sight. But remember to stay safe, practice good hygiene in your barbershops and we’ll welcome the spring of 2022 with some outstanding positivity and bustling business. Editor
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On the cover
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Schwarzkopf Professional Collection: Essential Looks SS22 Trend: Tough Icon Cut: Nick Irwin Colour: ARJAN BEVERS Photography: Simon Emmett assisted by Claudia Gschwend and The Client Issue Giovanni Mafrici Featuring: Schwarzkopf, Joe Peacock, Monstev Alexandra and more… Collection Make-Up: Helge Branscheidt assisted by Lisa Breitfeld Collection Styling: Tim Tobias Zimmermann assisted by Ina Witzel HAIR
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36 Editor Connor Jenkins connor@cimltd.co.uk Publication Manager James Davies jamesd@cimltd.co.uk 01795 509102 Design and Production Grant Waters, James Taylor 01795 509108
34 8 22 26 34 36 42 11 29
Credit Facilities Manager Lauren Sharpe creditcontrol@cimltd.co.uk 01795 509103
REGULAR FEATURES: Cover Story: We take a look at some of the hottest trends from Schwarzkopf Professional.
Administration Manager Natalie Murray admin@cimltd.co.uk 01795 509103
Create This Style: Joe Peacock walks us through how to create a 70s trend.
Marketing Manager Paris Kennelly paris@cimltd.co.uk
Rising Star: Kip Khaira tells us about their barbering career. Barbershop of the Month: George Angeli, owner of Richmond Barbers tells us all about the backstory, ethos and future of Richmond’s oldest barbershop.
DIGITAL & WEB DEVELOPER Matt Coppard Sales Director Tom Woollin tom@cimltd.co.uk
Lookbook: This month’s Lookbook will certainly be one to remember. Barbers Around the World: Saint Petersburg, Russia is the home of this month’s global barber.
UNIQUE FOR MARCH Clients: Curious on what you can do to keep your clients happy? Don’t worry, we’ve got you covered. Software: William Zeqiri of Fresha explains how software is beneficial to business. /BarberMagazine
Managing Director John Denning © 2022 CIM Online Limited, 1st Floor, Saphir House, 5 Jubilee Way, Faversham, Kent, ME13 8GD. No part of this magazine may be reproduced or stored in a retrieval system or transmitted in any form – electronic, mechanical or physical – without express prior permission and written consent of the publisher. Contributions are invited and when not accepted will be returned only if accompanied by a fully stamped and addressed envelope. Manuscripts should be type written. No responsibility can be taken for drawings, photographs or literary contributions during transmission or in the editor’s hands. In the absence of an agreement the copyright of all contributions, literary, photographic or artistic, belongs to CIM Online Limited. The publisher accepts no responsibility in respect of advertisements appearing in the magazine and the opinions expressed do not necessarily represent the views of the Publisher. The Publisher cannot accept liability for any loss arising from the late appearance or non publication of any advertisement.
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Industry Update
New Osmo ambassador: Micky Graham
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rofessional colour house, OSMO is pleased to announce the appointment of its latest Brand Ambassador, Micky
Graham. An expert in barbering and education, Micky is a self-taught barber of ten years and recently opened his own studio space in Newcastle, County Down, named ‘Location X’. Micky continued his educational direction with the Great British Barber Bash and is now a Lead Educator for the team, hosting courses across the country
and presenting on stage exhibitions alongside fellow OSMO ambassador, Ollie Foster. It’s through this role that Micky started working even closer with key sponsors, OSMO. “We’re looking forward to embracing Micky’s energy and skills within the new educational programme we’ll be rolling out in 2022. It’s exciting times ahead for us all,” OSMO Brand Manager, Sinéad McLaughlin concludes. Visit www.osmo.uk.com and follow @osmouk_official, @osmoikon and @m13ky
Alfaparf Milano announces new creative and educational ambassadors
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Luke says: “It feels like the perfect time in my career to step into a role of this size and help bring more awareness to both the consumer and industry of this wonderful brand.” Joining Luke at ALFAPARF Milano is British Hairdresser of the Year nominee and International Educator and CoFounder of Saco Hair, Richard Ashforth. Richard Ashforth comments: “Saco Academy London are delighted to be partnering with ALFAPARF Milano UK and Ireland from January.” Follow @alfaparfmilanouki
LFAPARF Milano is kicking 2022 off in style, with the announcement of not one but two new ambassadors. Award winning international session stylist Luke Benson is appointed Creative Ambassador whilst world renowned Richard Ashforth takes the role of Educational Ambassador UK & Ireland. Luke Benson is known for his exceptional technical skill, working with some of the world’s biggest celebrity names including Billie Eilish and Liam Payne.
Denman pledges support for The Lions Barber Collective
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ental health and suicide prevention charity The Lions Barber Collective has become Denman International’s charity of choice for 2022. Global hair tools brand, Denman has pledged a raft of support measures to the charity founded by barber Tom Chapman in 2015. Denman will sponsor education,
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pop-up events and key activities across the year and supply branded tools plus donate a percentage of sales from every tool sold from Jack Dean by Denman. The Lions Barber Collective offers education and support to help barbers create shop environments that are a safe space for their clients and raise awareness for mental wellbeing and
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suicide prevention. BarberTalk training gives hair professionals the tools to help their customer community and connect them to the resources available that will truly make a difference to their wellbeing. /BarberMagazine
The Jack Dean tool range by Denman. Professional tools for professional barbers. Jack Dean by Denman is a tool range designed to fit the hands and shop floor demands of busy barbers and men’s hair professionals. Durable, quality tools that deliver. Sign up for your trade account www.denmanbrush.com for special industry discounts and offers. /Denmanbrushprofessional
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COVER STORY
Essential Looks 1:2022 As we enter a new year of adaptation and growth there’s a prevalent eagerness to challenge creativity and celebrate individual flair, as the world continues to adapt and evolve. Schwarzkopf Professional embrace this change, standing together with their partner – the hairdresser – to bounce back better, and stronger than ever before. Feel reinvigorated and motivated with three new trends from Schwarzkopf Professional’s Essential Looks Collection:
Wanderlust, crafted souls and tough icon. “Now is the time, to be bold, to be fearless, to step up, chase your dreams and embrace everything that makes you who you are. We are here to help and support you along your journey of discovery and self-empowerment.” International Creative Director for Schwarzkopf Professional, Simon Ellis (@thesimonellis)
Essential Looks: Inspiration and Creators
Essential Looks is both a trend report and an educational tool, with a primary focus; to empower hairdressers across the globe, to do what they do best, BETTER. Essential Looks offers unparalleled insight and access into the latest trends and product innovations as it motivates, educates and inspires. With this focus at the forefront, Schwarzkopf Professional’s in-house trend experts scour the globe, venturing
across a myriad of countries, cultures and mediums to identify the key newly emerging lifestyle trends. These trends form the genesis of Schwarzkopf Professional’s product innovations and latest alliteration of Essential Looks. Through creative collaboration, established hair directions are translated into Essential Looks, showcasing a highly aspirational, nuanced CATWALK look and a more commercialised, relatable SALON look within each of the three trends. This season, Essential Looks’ latest take on lifestyle and fashion trends has been created by the talented hands of some incredible innovators in hair
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and colour: Schwarzkopf Professional’s Global Ambassadors Tyler Johnston (@tylerjohnstonhair) and Lesley Jennison (@lesleyjennison), Global Colour Ambassador Arjan Bevers (@arjanbevers) and Global Styling Ambassador Nick Irwin (@nickirwinhair). Freshly joining the team, Nick Irwin is a true industry icon. He has had prestigious careers with both Toni & Guy and TIGI as their global creative director working alongside Anthony Mascolo, amongst others. Working alongside some of the biggest photographers in the industry has been instrumental to his creative thought process and led to his esteemed
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COVER STORY
appointment as hair editor at HUNGER.
Tough icon
Be powerful. Be brave. Be unmistakably you. Harness the power of your own individual spirit. TOUGH ICON is inspired by the ground-breakers, the free-thinkers who inhabit a world filtered through a high-fashion lens. Embrace science and innovative thought to envision a better, alternate future, which creates a positive impact today. TOUGH ICON offers a window to the continued rise of individualism and non-conformity within fashion. Elements of this trend’s style can be found on the streets of Shanghai to the catwalks
Shades COLOUR 1: IGORA VARIO BLOND SUPER PLUS + IGORA ROYAL Oil Developer 6% | 20 VOL (1:2). COLOUR 2: IGORA ROYAL 9,5-22 + 9,5-29 (1:1) + IGORA ROYAL Oil Developer 3% | 10 VOL (1:1). COLOUR 3: IGORA ROYAL 8-21 + 3-22 (2:1) + IGORA ROYAL Oil Developer 3% | 10 VOL (1:1).
of Paris Fashion Week, with clear links to Rick Owen’s collections: DRKSHDW and 1017 ALYX 9SM to the emerging Berlin label GMBH. TOUGH ICON blends artificially enhanced tones, monochromes and individualism to create high fashion. TOUGH ICON Catwalk Look Cao (@cao_mjx): Cut & Style – Global Styling Ambassador, Nick Irwin crafts a modern undercut style with contrasting textures and a broken, shattered edge for a statement finish. “I envisioned a new age gender fluid traveller. Embracing strength and attitude through the haircut.” Global Styling Ambassador, Nick Irwin Colour – Global Colour Ambassador, Arjan Bevers used a double application technique to achieve a clean and powerful azure blue – this is one headturning look.
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“This look is all about the process; you must achieve a clean lift when prelightening to achieve the blue. That is the key to the impact, but also to the longevity/wearability of this look.” – Global Colour Ambassador, Arjan Bevers Schwarzkopf Professional’s Essential Looks Collection seeks to empower professionals; tour the world of Essential Looks via essentiallooks.com with the 1:2022 eMagazine and feel inspired by a wealth of exclusive inspirational and educational content that challenges hairstyling techniques. Remember to follow @schwarzkopfpro on social media and keep up with Essential Looks via the #apassionforhair and #essentiallooks hashtags. Schwarzkopf Professional’s Essential Looks 1:2022 Collection is available from March 2022.
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Clients
This month we’re focusing in on why your clients should be your absolute top priority. Photo by delfina pan.
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CLIENTS - ESSENTIAL FIVE
Andy’s advice
Andy Nash of Barber Anxiety was extremely lucky to be the first franchise owner and partner of TRIM-IT the UK’s first app- powered mobile barbershop. Andy has lived and breathed barbering for nearly eight years and shares with us some of his key tips in keeping those new clients coming in!
Location Obviously, for any barbershop, location is a big factor when wanting to be seen by people in order for them to know you exist. If nobody knows you’re there, they will never be able to give you a chance/opportunity.
Leaflets and business cards People seem to think these are no longer important or are outdated. However, for me they are still a very effective way to get people to know I’m around and the work I’m doing in my community.
Online presence Having an online presence really is a no-brainer these days. After all, most people have internet access at their fingertips so having an online presence is a must.
Word of mouth Asking existing customers to tell their friends and family about you can be quite an effective way to double your customer base when starting out. However, I find by looking after my customers and always making sure they are my number one priority, they will naturally recommend you without having to ask. At the end of the day, it’s a privilege to be trusted to cut someone’s. Without customers supporting us and giving us that trust, we couldn’t do what we love every day. So be available, stay professional and always do your best by your customers making sure they always leave happy. Not everyone is a celebrity but treat them like they are when in your chair!
Networking Link up with other small business in your area or local groups in the community doing similar work. One in particular that comes to mind is a local group I linked up with run by Chris Judge called ‘Directions for Men’, which does weekly meet up groups for men who are in a tough place in their lives due to mental health or life struggles where they are able go to chat and help each other. Follow @barberanxiety
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CLIENTS
Keeping them keen
Naturally, your barbershop or barbering business is always going to be your top priority. However, today we’re going into detail on why you should be giving just as much attention to keeping your clients as happy as can be.
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t’s of the utmost importance that you focus on your clients when designing your barbershop brand. Catering to your clients is one of the staples of your barbering business. However, you can’t just tackle this head on, expecting every experience to be the same. Each client is different, resulting in a different requirement for each person who takes a seat in your chair. Rhys Whitehouse (@R.Whitehouse_ Cuts) is the winner of Wahl British Barber of the Year 2021 and the Head Educator at Hinces, Shrewsbury. Being an experienced barber, Rhys has a huge knowledge of being able to cater to your clients. “Catering to your clients is such a diverse topic. Understanding your clients’ needs is a relationship within itself. Much like how you need to understand your clients, they will also develop some understanding of how you operate over time. “The importance of catering to
your clients, for me, comes down to first impressions. It boils down to your knowledge, skillset, advice, product use, styling, even conversation and how you’re connecting with your clients, communication and ease of booking to suit them.” Continues Rhys. It’s important to note that getting
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clients into your chair requires a few steps before you’re able to give them a good service. First things first, your clients need to know that you’re there. Getting yourself on social media is the start of this whole experience, as you’re able to establish yourself with things such as hashtags and /BarberMagazine
CLIENTS location tags. Rhys continues: “You must be omnipresent online and across as many platforms as possible - study social media algorithms to increase your coverage.” The next step, after getting yourself online and in the public eye, is getting the viewers to actually enjoy your content: “Invest in a good camera, learn to take photos and create a theme around your work that people can associate with you.” Adds Rhys. You can use your Instagram profile as a portfolio. Invest time in writing your captions, with the proper research for engagement. This will give the maximum effect and will show your clientele that you mean business. It’s important to know that you shouldn’t simply do what everyone else is doing on social media. You want to stand out, not blend in. The next step is ease of access for your clients to contact you. Using a simple, easy boking system is one of the many ways that you can demonstrate to your clients that you want the most efficient service for them: “It is important to advertise other means of contact such as e-Mail or telephone, just in case some clients would prefer to not use apps or booking systems.” Rhys adds. The travel to the service is where people are most likely to see no-shows. Due to things such as complicated travel
routes, hard to find parking spaces or even late public transport, it’s important to educate your clients on the ins and outs when it comes reaching your venue. This will greatly add to the experience. After these obstacles are cleared, we reach the most important part. Rhys explains the service itself: “Once they are in your chair, show up, in every manner of the word. This client has gone to great lengths to ensure that you are going to be their go-to barber going forward. Fill them with confidence, be confident, show off your skill and knowledge. Advise them on their style, hair care, styling products and most importantly make sure you’ve ‘wowed’ them enough so that you can ask ‘would you like to re-book?’” /BarberMagazine
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Interactivity through social media will keep engagement rates high, even when you’re not actually in the barbershop. If a client feels as though they are valued outside of the shop, as well as in, they will feel more welcome when they inevitably return for a top-tier service. Engagement with clients through Instagram is paramount and acknowledging their support and replying to their messages as soon as possible is very important. Something else to touch upon in regards to giving your clients the very best is selling them the right products. One thing that needs to be made very apparent is that it’s of the utmost importance to only sell products to your clients if you truly believe that they suit
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the client and their hair. From firsthand experience, I can tell you that it’s painfully obvious to the client if you’re only suggesting it for a quick sale. Rhys explains further: “If you’re intending on making a sale then it’s best to style the hair with whatever products you intend on selling to them, so they’re confident in knowing they can style their hair in a similar fashion at home. “Poor choice of product and selling products can leave your client feeling like a sale, rather than a valued customer.” Some shops choose to offer refreshments, magazines or even games consoles to entertain clients whilst they’re waiting for their appointment. This is fantastic, however there are some clients who will want a more personal touch. It’s important to have a shop conversation going strong throughout the day, which the client can potentially chime in to if the need strikes. This adds a personal touch to the vibe. “When a client walks in, if you sit them down and bring them into a conversation, they’re put at ease.” Adds Rhys. Rhys continues on to say that he loves a welcoming informality, especially clients who can throw a bit of banter around. It’s created by giving them the space and safety in which they feel comfortable enough to do that.
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CLIENTS A personal touch to a barbershop is incredibly important in your business, according to Rhys, who believes that if a client can’t find anything to suit them online, they can just message him personally and he will take care of getting them booked in, always trying his best to accommodate. “I’m letting them know my next competition, the next class I’m teaching or attending, and I’m doing my best to remember our previous conversations to relay back to that. This makes them feel valued and memorable.” Says Rhys. At the end of the day, chances are that you won’t have every single customer who walks through your door turning into an eager-to-return client, and that’s perfectly fine. What you can take away from it is that you gave it your all and you simply might not be the best barber for that specific client. “We are all built differently but our own traits make individuals, and people tend to buy into people, so there are some clients you may never cut, but there’s also some clients who will never get cut by anyone other than you.” Concludes Rhys. When it comes down to the fine details, barbering is about cutting hair for the clients. Maybe it’s their regular cut, maybe they just want a change or maybe they need to feel better about themselves on that particular day. Thomas “Guggy” O Brien (@guggyob_barber) believes that in the past couple of years, male grooming services and sales have seen a boom, with more men being interested in selfcare and grooming: “There are so many reasons why men have decided to be more conscious of their looks and style, with celebrities and social media being a huge aspect of this, as well as men just generally becoming more trendy and fashion-forward.” Says Thomas. Thomas has been a barber since October 2013, starting his barbering career in Mr Snips Newbridge, Ireland, and mentions that service, overall, is one of the most important parts of any functioning barbershop. When creating your list of services, it’s important to know your clientele. Introduce specific services such as hot towel shaves, beard grooming and mini-facials for your clients. Thomas says: /BarberMagazine
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“Having a range of services tailored specifically for men will really entice them into your barbershop and show them you care about them as individuals. Having packages available to your male clientele is also beneficial, such as getting their hair, beard or eyebrows tidied as well as a facial.” Something to make note of, especially now that the world has returned to some sense of normality following the COVID-19 pandemic, is that events are back. So, to ensure that you’re giving your clients the best experience possible, you should be looking into package deals.
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Thomas explains his thoughts: “It’s important to have summer packages for when people may want to get spruced up before their holidays. Maybe look into festive packages for men who will want to get all their grooming services carried out before Christmas and the New Year. Father’s Day is another fantastic time to have package deals. You can even offer gift vouchers for Father’s Day presents with the packages.”
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Overall, you’ll want to provide a comfortable and engaging atmosphere for your clients. Thomas mentions that offering your clients a beer will often result in them turning it down, but will be spoken about through word of mouth, becoming a talking point. “Offering a beer gives the image of a cool, relaxing barbershop and helps your business stand out from the crowd. Personally, I think it is definitely worth it, being able to give a beer to clients and their friends, as this helps the barbershop become a social hub where clients can relax whilst they get their haircut.” Says Thomas. You can also offer your clients business cards to not only remind them that you’re always there, but even offering ten-stamp reward schemes, refer a friend bonuses or discounts. If one client brings a friend, you’ve literally doubled your investment in that one client. Naturally, as always, one of the hottest ways to promote these rewards is through social media. You’re going to want to ensure that you’ve done your research, looking into competitive
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pricing and ways to maximise your return on investment. Even advertising in local publications is beneficial to let people know about your new services and gain more traction with your barbering business. One last thing that should be a key focus to keep your clients happy during your appointments is the look, feel and overall vibe of your barbershop. Thomas explains: “If you have men’s hairstyle images, try to utilise these in regards to décor. Think about this carefully to ensure men will be comfortable in your barbershop.” For your barbershop to make an impact and truly be known as successful, it’s ultimately about the experiences that you provide to your clients. Some might want to come and sit straight in the chair and get on with it, some would need a full rundown of what’s to come and some might just be the normal run-of-the-mill experience that you’d expect. The biggest aspect of your barbershop is the client, so invest in a better future for your business by showing that you care.
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ESSENTIAL FIVE
Repeat business Hannah McKnight, owner of Nu:Era Barbershop in Great Wyrley, Staffordshire and ambassador for Gamma Plus UK, Kenchi Blades, The Lions Barbers and Hair Has No Gender has been in the hair industry for 21 years. Want some top tips for repeat business? Hannah reveals all!
Find your unique selling point What is your shop or brand’s USP? With barbershops seemingly popping up here, there and everywhere, what makes you stand out from the crowd? It could be that you are a traditional barbershop offering classic barbering services, or maybe you are you a modern contemporary barbershop. Can you offer colour? Are you gender inclusive? Think about what makes you different!
First impressions count As a shop owner, the thing I hate most is seeing bad customer service. That client, from the moment they walk through the door, should be your main priority whether it’s their first time with you or the 345th time. Greet them in a pleasant manner. If you run by appointment then you should have their name, use it. There is nothing worse than someone walking in and no one acknowledging them because they are busy on their phone.
Taking care of your clients and yourself A little something I always say to my team is “make sure that clients leave looking like they can go straight for a night out.” Clients are coming to you as they want to look and feel good. Think about how you present yourself. If you look and feel good then clients will vibe off that. It may sound like common sense but I promise you I have met barbers who have rolled in with last night’s clothes on, looking like something that’s been dragged in.
Remember the small details Remembering something that a client said to you previously, and asking them about it, will literally be a game changer in keeping your clients. It makes them feel special and acknowledges the fact that you have actually taken notice during the conversations you’ve had with them. Most booking systems have a notes section, you can pop some little details in there.
Make things as simple as possible We are in a time where people don’t have regular nine ‘til fives and therefore don’t have time to call up to book appointments during working hours, and we don’t want to be answering the phone or messages online every two seconds. If you use an appointment system, make it as simple as possible for people to book and I promise people will keep returning. Having something online that people can access has been one of Nu:Era’s biggest retention tools. Follow @iamhannahmcknight
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CREATE THIS STYLE
70s trend
Crazy Bull Ambassador and Co-Owner of MR. Barbers St Neots, Joe Peacock walks us through how to create a 70s trend with a modern twist scissor cut, with curtains and a side and back taper.
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’ve always had a passion for hair and from an early age I have experimented with many different styles and colours. In 2018, I decided to turn my passion into a career. I threw myself into on-the-job training in a local barbers. I linked up with the MR. Barbers family, which then provided me with the opportunity to now co-own MR. Barbers St Neots. I’ve been working hard on my social media to grow my brand, pushing myself out of my comfort zone and embracing every opportunity that comes my way. I recommend Crazy Bull to any barbershop looking to stock up their shop to give them a try. they send you free samples to try before you buy and genuinely have products to suit all hair types and needs! Follow @joepeacockhair
Equipment List: - Gamma Alpha - Miraki Scissors - Babyliss Skeletons - Crazy Bull - Space Dust and Clay Play
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CREATE THIS STYLE
Step one
Step two
Step three
First, wet the hair all over. Then use a modern day horseshoe section with a radial triangle section. The bottom point of the triangle tends to sit just above the occipital bone. With these top two sections clipped out the way for later, start to scissor cut around the sides and back, using backwards diagonal sections, ‘scissor over finger’. You can use also use ‘scissor over comb’ for this.
Next, pull the radial triangle section backwards to connect it up to the back and sides, using diagonal sections about 2cm wide, left to right, pulling each section onto the original scissor cut length. Repeat this process on the right side making sure each diagonal section does not pass the scissor cut guide.
After establishing the length with the client, angle down the middle profile section guideline down to the crown, picking up the previously connected back section, connecting the top and back. Cut the top square, straight up from the head. Finding the middle parting and pull each side down both sides of the face, making sure each side is level. Whilst doing this, chop into the ends so that when you blow-dry the top, it adds texture.
Step four
Step five
Step six
After blow-drying it all backwards, start to taper across the back of the head, clearing the bulk of the hair with a number 4 guard. Then use a number 2 right underneath before putting the zero line in. Use the bottom of the ears as a guide for the taper. Start fading down from 2, knocking the zero line out with a 1.5 guard, 1 and 0.5. Go over with a combination of ‘scissor’, and ‘clipper over comb’ to soften the blend.
Use a number 2 on the sides then ‘clipper over comb’ some of the weight away before putting the zero in around the sides. Use the same steps as in part four - 1.5 guard, 1 guard and then 0.5 guard just below the one before. Line up the edges using the Babyliss Skeletons Trimmers before styling.
To style, blow dry all the hair back, adding Crazy Bull Space Dust to add depth and volume. Pair that with Crazy Bull Clay Play, defining the middle parting and giving the hair a medium hold with a low shine, semi-matte finish. The end result is a sleek textured trim in a trendy 70’s style with a modern twist.
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EDUCATION
The Xposure Programme
What is Xposure? Co-founder and photographer, Andy Kruczek explains.
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any hair professionals find their careers conforming to a pattern; train, join a salon, work hard and one day, open your own place. Then, spend your life behind the chair, dealing with all of the problems that come with being the boss. But this isn’t what drew you to the industry, it was a passion for hair, a desire to be the best, win awards, travel, work on film sets, be featured in magazines, become a brand ambassador, work on stage at major hair events. You know others have done it, how did they, and why haven’t you? Chris Foster and I created Xposure to address the problems people face when it comes to building their brand and personal profile.
Everything starts with the image.
The hair industry is image led. Every great hairdresser creates great images. We see amazing work in magazines, and incredible images are central to advertising. To become a great hairdresser or barber it’s vital that you show your work professionally. This is the first step on your journey to an iconic career. Great images are keys that unlock doors, providing evidence of your skill, displaying your creative ambition, drawing you to the attention of clients and sponsors, putting you on the road to fame and fortune. On the Xposure programme your photographic portfolio is the keystone of your personal profile. We use photography to define who you are as an artist and explain how to use your images to push your brand forward, placing you at the heart of opportunity. Xposure is much more than a photographic course, it’s a philosophy that sits behind every aspect of your brand identity. Chris and
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Hair by Chris Abbott
I have spent many years discovering the secrets of those working at the top of their game. Xposure provides the road map for those wishing to share that journey.
Xposure works in two ways.
Xposure Pro is designed for ambitious barbers and hairdressers that want to dive deep into what goes into creating a successful profile. Online weekly meetings cover every aspect of creating amazing images and allow us to provide you with all the tools and strategies to use those images and achieve your true potential. Xposure Pro is designed for anyone that wants to take the next step in their personal journey and, whether you want to be part of a photographic team, go down the DIY route, or simply get an insight into how photography
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works, Xposure Pro is something that you will find invaluable for building your business and personal brand. Xposure VIP takes the process up a notch, adding a cost effective opportunity to step into the studio and receive one to one coaching. We work with you on every aspect of your shoot from concept to print, taking away the fear of failure, while you maintain full control. Our track record speaks for itself, with over 85% of those we have worked with seeing their images in magazines. The Xposure programme only has one intake per year. Our next season opens in March. Don’t miss out on the opportunity it offers. Email info@theprofileguy.com or visit www.theprofileguy.com/Xposure for more information about how Xposure can accelerate your business.
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RISING STAR
Kip Khaira
Kirpal “Kip” Khaira is a barber at Guys x Dolls and can be found on Instagram as @kip_gxd. When he’s not cutting hair, he is a Border Force Officer at Heathrow Airport. We talk with him to find out about his barbering career.
What can you tell me about your barbering career?
I became fed up of receiving bad haircuts at a young age. I decided to experiment with some clippers and began my journey cutting my own hair before moving to friends and family. My clippers came with me wherever I went, including ‘clipper parties’ where I would get together with friends to eat, drink and cut hair. It started off with some pretty bad cuts. This experience provided me with the opportunity to harness my skills whilst taking a few risks along the way.
Guys x Dolls is a very interesting barbershop. What can you tell me about it?
Guys x Dolls is modern, quirky and unique. The owner Joshua Halfacre is creative, current and has been supportive and encouraging. My ambition was to work with all hair types and textures. GXD provided this for me. It has enabled me to push my boundaries whilst working with a diverse clientele. GXD is the perfect place for me to grow.
What can you tell me about your barbering education? Were there any standout moments? The majority of my experience and education came from being self-taught. The turning point occurred last year whilst working at Heathrow as a Border Force Officer, where I met Mark Maciver (SliderCuts). Slider took the time to talk to me in depth and inspired me to turn my vision into a reality. I took a leap and invested in myself by studying my masters at The London School of Barbering, where I went on to win the Hair Cutting Competition.
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What advice would you give to an aspiring barber?
Bash in Manchester. By competing with others, I am going to realise my true capabilities. Looking to the future, I would like to learn more about the education of barbering and one day teach others. I want to compete in more competitions, shows and events.
Barbering is a way of life. You have to dedicate your time to learning and growing. There are some amazing barbers out there online to learn from. Take pictures and videos of your work and become your own harshest critique. You have to live, eat and breath h(air).
What are your barbering aspirations? I want to push myself to my absolute limit to unlock my place in the barbering industry. I will do this by stepping out of my comfort zone and trying new things. That’s why I have registered to compete in this year’s ‘New Blood’ Barber Competition at the Great British Barber
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Any general thoughts you’d like to share?
The barbering industry is forever evolving constantly setting new styles, trends and standards. I am looking forward to the race by working hard and turning any barriers I may face into hurdles to jump over. Follow @kip_gxd
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Software
Curious as to how software can benefit your barbering business? We speak with some industry experts who give us the rundown. Photo by Clay Banks (@clay.banks)
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SOFTWARE
Going digital
Fresha CEO and founder, William Zeqiri tells us a little about the brand and how investing in some software for your barbershop can only increase business.
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resha, formerly known as Shedul, has enjoyed phenomenal success since launching in 2015, helping salon businesses to process over 250 million appointments in the UK and worldwide. As the number one subscription-free booking software, it has transformed how salon and barbershop business owners manage, promote, grow and protect their businesses. It’s no secret that regular clients will evolve in to your most loyal clients. With this in mind, maintaining a strong
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relationship with them should be one of the most important focuses in your day-to-day. William tells us a little about the importance of staying connected with your clients: “From a software point of view, staying connected with clients via Fresha’s built-in marketing tools, including blast marketing and auto campaigns, enables you to keep in touch regularly and share your latest news and offers to entice them into your shop. Among our auto campaigns are ‘reward regulars’ and ‘birthday special’, so you can use Fresha to increase customer loyalty too.” Software and apps grant access to things such as automation within your business, sending out notifications to your clients’ phones without you needing to give it a second thought. This can make your clients feel valued, sending reminders of appointments, seasonal deals, and even prompt them to leave a review. You’ll really be missing the trick if you don’t chime in on the newest software trends for your barbershop. “Features can be used to actively @thebarbermagazine
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drive repeat business. The tools in our marketing suite help you to stay in contact with clients, keeping them up to date with all your latest news, services, products and promotions. Additionally, partners should look at their business using Fresha Reports to help generate repeat business. This comprehensive report suite enables barbers to see what’s happening across their business, within their team and to track client activity.” You can also tap in to some analytics to reveal which clients haven’t visited in a while. Stats like these reveal those who haven’t been returning, giving you the ability to reach out and try to offer them some incentives to come back. William continues: “Barbers can respond to this by reaching out to them with Fresha auto campaigns, which includes ‘Win back clients’ and ‘Invite your clients to book online’ campaigns, for example. Many partners also use these tools to follow up appointments and, in some cases, incentivise the client to rebook.” Tying into the main theme of this issue, the clients, software is at your disposal
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SOFTWARE
to not only make it easier for yourself but also your clientele. Booking software is a key part of the process, in a simple format that is generally incredibly easy to use. It’s simple for the clients, ensuring that if they want to book with you, it’s easy. Clients won’t be put off by the thought of having to book through a complicated process. One of the plus sides of using software is the easy compatibility for sharing. This plays a huge part in being discoverable and getting yourself out
there to a wider audience. Consumers can search for nearby barbers with ease by looking through portfolios. “Importantly, since the majority of new clients will check online reviews before booking, Fresha’s notification functionality can be used to send a text message to your clients as soon as their appointment has finished, thanking them for their custom and also to request that they leave a review. The more positive reviews you have, the more
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exposure you will have on Google, and the more new clients you’re likely to pick up.” William continued. When it comes down to it, barbering software should make the operation of your barbershop as easy as can be. Software such as Fresha offers calendar management, automated appointment notifications, secure payment processing and marketing tools all in one place. “With no subscription fees, Fresha also helps to protect incomes by reducing no-shows and late cancellations by up to 90%, which can have a significant impact over the course of a business year.” Added William. The biggest thing to take away from using software and apps for your business is that it will do nothing aside from help build your brand. Ultimately, it will turn your nine ‘til five barbershop to a 24-hour business that can have booking information accessed at any time. Barbers only pay as and when they generate revenue, which William believes is how it should be. Visit www.fresha.com/for-business
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CLIENTS
What your clients want you to know
If you’re looking to get more loyal clients this year, but you’re not sure where best to channel your efforts, Superscript, a small business insurance provider, have done the leg work for you. By surveying 250 barber-goers* about their best (and worst) experiences, they can reveal what your customers really want in 2022.
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hen it comes to choosing a barber, over two-thirds of people consider the skills of their barber as the most important factor above location and price. So, if you’re trying to attract new clients, consider showcasing the talents of your team as your main USP via social media or your Google My Business profile. Conversely, when considering what they appreciate most in their current barber, the majority of people chose ‘value for money’, ahead of ‘friendly staff’ and an ‘efficient service’. This tells us that your expertise will bring in customers, but it’s the value that retains them. Have a look at your service list to see how it fairs compared to competitors. Interestingly, receiving styling recommendations came last, so it might be best to hold back if this is your preferred technique. From free sweets and champagne to arcade games and neck massages, our surveyees have seen their fair share of perks, but which is their favourite? A whopping 70% of people chose comfortable surroundings before free WiFi, grooming treatments, TV, magazines and drinks respectively. If your shop could use a spruce up, now is the time – invest in decor that puts your clients at ease and creates a nice atmosphere. In terms of things that disappoint the most, long waiting times took the lead (63%), followed by a messy environment (48%) and a bad haircut (34%). There are
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plenty of virtual queueing systems out there that you can sign up to and people probably welcome greater cleanliness more following the pandemic, so keep a good level of hygiene going. Finally, when asked their feelings about barbers holding the right business insurance, three quarters (75.6%) of people told us it was important or very important. As such a highly regarded factor, it’s worth checking if you’re covered for the right things and maybe displaying your insurance certificates for clients to see. Saving on your business insurance can be a great way to put more money towards a better customer experience
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– at Superscript, we’re offering Barber readers 10% off for 12 months. Simply scan the QR code to learn more. gosuperscript.com/barber-magazine
*Based on a survey of 250 UK-based males using survey platform Attest.
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Barbering Apprentices Reflections Training Academy have two state of the art facilities based in the heart of Bristol and Birmingham. Offering barbering apprenticeships, apprenticeship loans, adult courses, full time barbering study programme and Traineeships which are nationality recognised standards and qualifications. We also offer bespoke opportunities for both employers and learners throughout the South West and Midlands. We have a team of inspirational educators teaching at the academy with a passion for Barbering, holding a strong reputation within the industry and continued national learner successes and achievements.
Want to see if you are eligible? Please contact our Recruitment team today. Bristol: 15a Colston Street, Bristol BS1 5AP T: 0117 922 1440 E: bristolrecruitment@reflectionstraining.co.uk ReflectionsTA.Bristol Birmingham: Unit 2a/2b Commercial Street, Birmingham B1 1RS T: 0121 643 2147 E: birminghamrecruitment@reflectionstraining.co.uk ReflectionsTA.Birmingham @ReflectionsTA
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BARBERSHOP OF THE MONTH
Richmond Barbers
George Angeli, owner of Richmond Barbers tells us all about the beginnings, ethos and future of Richmond’s oldest barbershop.
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ichmond Barbers was originally founded in the year 2000, with George being only 20 at the time. Throughout the years, the barbershop has seen many changes which have moulded it into the fantastic place that people know and love today. Branching out from the usual themes which may be seen in a run-of-the-mill barbershop, Richmond Barbers brings something new to the mix to entice conversation about the business: “The shop has evolved through the years from something basic to where we are now. New look, new style and a new vibe, beyond standard haircuts. We try to be different from the other barbers by just being ourselves and there’s no bravado. What you see is what you get. “This is what I believe puts anyone that walks through the door at ease, from the very young to the older gents. We also try to make sure all of our clients are also a part of us, not just a strange face
that pops in every now and again.” Said George. With the help of his father, George opened his first barbershop just over Richmond Bridge in 1999. When luck struck at the turn of the century in the year 2000, the opportunity arose to take over a small space behind another salon
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environment. At the time, George was running back and forth between the two. George goes into a little more detail: “In 2010 I sold ‘G’s Spot’ to concentrate on Richmond Barbers. It’s been one hell of a roller coaster to try and keep the place going, especially through the pandemic.” /BarberMagazine
BARBERSHOP OF THE MONTH
One of the biggest things that has helped the now esteemed barbershop grow over the years is, what George believes to be, word of mouth. Living locally to Richmond, George claims that one of the keys to growth is the community aspect, bringing the local scene together and showing support for local business. “It’s a place where anyone can pop in whether they’re having a haircut or not. If someone just wants a chat then we’re there. If someone wants a tea or coffee, we’re there. We are more than just a barbershop, we’re a community hub.” George adds. George also mentions that the team have already expanded to the front of their existing salon, moving forward from four chairs and adding two more, tallying up to a robust six for patrons. Credit where credit is due, George continues on to say that the whole experience of the barbershop would not be complete without the team behind him, thanking Costa, Bahaa, Angel and Dominika who has been with them the longest. “The vibe, their skills and their energy. I believe that, without these guys, we wouldn’t be in the position we are now.” Adds George. The future of Richmond Barbers is to create a legacy which won’t easily be forgotten by locals. George finishes by touching on the aspiration of their end goal, hoping to keep moving forward to create a place that people will always remember. Photos by Ashlea Mia Francis. Follow @richmondbarbers
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LOOKBOOK
A trim to remember
This month’s classic cuts and cool colours, including a fresh fade from John Duvoisin for A Day To Remember frontman Jeremy McKinnon. Use #barbermaglookbook for your chance to be featured!
e_steel_barber) Barber: Ross Mathieson (@ross_blu otographyshed) (@ph n Maso l Danie er: graph Photo Model: Matt Twinn
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LOOKBOOK
Barber: Ryan Potter (@ry anpotterbarber)
A haircut always changes your mood for the better. Barber: Christos Papageorgiou (@criss_hismajesty)
Barber: Billy O Connor (@billys_barber)
hnthebarber) Barber: John Duvoisin (@jo ckinnon) mym ljere erea (@th n Model: Jeremy McKinno yphoto) artle (@h tley Photographer: James Har
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EXTRA SERVICES
Beauty Through Technology
We are seeing a huge increase in the demand for aesthetics in the male market.
Is it time to upskill and offer your clients the treatments they want?
There is no doubt that barbering services have come a long way since barbershops merely offered men a simple short back and sides. The business of barbering continues to grow and develop as an industry, so it’s of no surprise that some barbershop owners want to expand their service offerings and capitalise on new revenue opportunities. With almost half of millennials comparing aesthetic treatment to a haircut we are seeing lots of Barber shops starting to offer new treatments to their clients. We have all seen the boom within the male grooming sector over the last decade.
Are you benefiting from this Boom or are you missing out?
It is a minefield out there when you look into what qualifications you need to proceed into these new treatments. Beauty Through Technology can offer you a clear pathway to start offering new and exciting treatments to your clients. We offer over 60 different qualifications in the beauty and aesthetic business, and with over 20 year’s experience within the industry we can help you choose the right one for your business. We are seeing a huge increase in the demand for aesthetics in the male market. This can be a very lucrative market for the Barbers industry. Hair removal is one area that we see a lot of barbers entering in to from basic waxing. Our team can assist you, not only with training but also with local rules and regulations and licences/permits that may be needed.
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We can also offer you affordable medical grade equipment to buy, rent or lease. A laser hair removal device can be rented from as little as £350 per month and can generate even in a small business between £2500 to £5000 per month. Skin care offers huge revenue potentials within barber shops with many now offering everything from chemical peels and micro-needling up to AntiWrinkle Treatments and Dermal Fillers. Body sculpting and fat reduction is also on the rise within the male grooming market. New technologies like TruCryo and EMS body sculpting can start making you money from day one again from as little as £350 per month. We all have to adapt and grow with our market, so why not add new treatments to your existing menu and benefit from new revenue streams to help you grow your business and you .
Make sure you’re vocal about all of the extra services you offer…
It really is that simple; clients will only come to your barbershop if they know that there’s something there for them. If you’re not shouting about it, they won’t know what you have to offer. Be sure to advertise all of your barbershop services, both old and new online via your social media profiles and you will find that your existing clients and new clients will be queuing up. We also recommend running periodic special offers for new clients to try new services as well as recommending friends. e-Mail sales@beautythroughtechnology. com, visit beautythroughtechnology.com or call 020 8050 1684
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PRODUCTS
Dark Stag
The Fellowship
The Founders’ Kit contains Advanced Moisturiser, Strengthening Shampoo, Nourishing Conditioner, Energising Face & Body Wash and Toning Body Moisturiser. The five solutions every man needs, and you’ll get one of them on us. Our founders’ favourites and soon to be yours. Visit the-fellowship.co.uk RRP: £84.00
The Dark Stag Barber Comb Bundle contains all three of the Dark Stag professional combs. No more jumping around between the pages trying to get all three together! These black carbon barber combs offer a great alternative to the hard rubber combs that other companies offer. Carbon is heat resistant, non-reactive and easy to clean. They don’t get brittle with age and are exceptionally durable. They are also static resistant, so no more little shocks in the working day. Except at how good these barber combs are! The packaging is minimal and ecological, giving you the peace of mind on your carbon footprint. Grab your barber comb bundle today! Visit darkstag.com RRP: £19.50
Glamtech
We have maintained the classy offset shape of one of our best sellers from yesteryear – but that is where it ends! Developments in manufacturing techniques have created a difference stylists can feel immediately. A smooth effortless cut reduces strain, increases comfort, delivers a crisp, satisfying performance and perfect ergonomic cutting position. Available in 5” + 5.5”, + matching 5.5” thinning scissor in both Steel and Black variations. Visit glamtech.co.uk Elevate your technique. The RRP: £48.00 GTX-EXO™ Cordless Li Trimmer lets you execute tighter details and design work without sacrificing personal touch. Better than ever. Take your styling and creativity to the next level with the GTX-EXO™ Infused with hops (yes, from beer), the 90 Proof Trimmer. While keeping everything you love Pomade leaves your hair with a strong hold about the pro standard T-Outliner®, precision and a matte finish. For optimal results, emulsify has taken a huge leap forward. An intuitive a dime-sized dollop in shape gives crystal clear visibility as you outline, your hands and work shave and fade. The better-than-ever GTX-Z through towel-dried blades are retooled to cut closer than before and hair. No parabens, can be zero-gapped and are finished in Gold— no sulfates, and no without modification. Cordless means more flow artificial dyes. Visit and less restriction, so you can create until the blindbarber.com battery says, “hold up.” Visit andis.com RRP: £12.58 RRP: £190.23
Andis
Blind Barber
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T: 0751 990 1510 @kvlt.hair
COMING UP NEXT ISSUE
Photo by Agustin Fernandez
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COMING UP NEXT ISSUE
The Technology Issue
H
i everyone, thanks for reading this extra client-focused issue of the Barber Magazine. We hope that you had a great time flicking through and are able to take away some key points to apply to your barbering business! In the April issue, we’re taking an in-depth look at a fascinating take on one of the biggest parts of your day-to-day life as a barber. This, of course, is the technology that helps keep your business afloat. Within the April issue we’re going to be running our usual Essential Five, featuring quotes from someone you won’t want to miss! Our main feature will carry the lead in the issue, talking through how technology is key in the industry, what the future holds, and why you should take some extra care to invest in the best tools for your business. From clippers to the latest hairdryers, why wouldn’t you want to invest in something that will give your clients a better service? This will end up encouraging them to return to your barbershop in the future, with more revenue to boot! Our Create This Style will be aiming to demonstrate how some of the more useful tools in an arsenal can be used practically with some incredibly useful steps. Some of the tips and tricks that will come in to play are the addition of using technology to generate more revenue, tech tips for expanding your clientele and finding new, innovative ways to increase productivity. From myself and everybody here at the Barber Magazine, we hope that you have a fantastic month. Connor
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CONNECTIONS ASSOCIATIONS
MALE GROOMING PRODUCTS Opie’s Beard Co E: info@opiesbeardco.co.uk W: www.opiesbeardco.co.uk
British Barbers E: admin@britishbarbers.com W: www.britishbarbers.com
The Bluebeards Revenge Bluebeards HQ, Unit One, Langage Business Park, Eagle Road, Plymouth, PL7 5JY T: 01752 898191 W: www.bluebeards-revenge.co.uk
British Master Barbers Alliance E: info@britishmasterbarbers.com W: www.britishmasterbarbers.com
BARBER & SALON FURNITURE Albert Ewan Design 28 Hayton Close, Cramlington, NE23 2FN T: 016 70 73 89 79 E: studio@albertewandesign.com W: www.albertewandesign.com
Urban Jack 20-22 Wenlock Road, London, N1 7GU T: 020 363 341 20
PROFESSIONAL BARBERSHOP SUPPLIES Hair & Beauty Depot Unit 2, Victoria Road, South Ruislip, HA4 0QF T: 020 3475 8869 E: sales@hairandbeautydepot.com W: www.hairandbeautydepot.com
REM UK Ltd Glenfield Mill, Glenfield Rd, Nelson, Lancs, BB9 8AW T: 01282 619977 E: sales@rem.co.uk
MIX Ltd The Cabin, Rectory Farm, Fambridge Rd, Ashingdon, Essex SS4 3LW T: 01702 435804 E: info@mixhairltd.co.uk W: www.mixhairltd.co.uk
BARBERING TOOLS Andis T: 01635 581 958 E: info@andisco.com W: www.andis.com
Morgan’s Pomade Company Limited Tyler Way, Swalecliffe, Whitstable, Kent, CT5 2RT T: +44 (0)1227 792761 E: sales@morganspomade.co.uk W: www.morganspomade.co.uk
EDUCATION Training Solutions in Hair Ltd National Training locations (England, Scotland Wales, NI and ROI) T: 0208 845 4115 E: info@uktraining-solutionsinhair.co.uk W: www.uktraining-solutionsinhair.co.uk
SALON MANAGEMENT SOFTWARE Salon Tracker T: 0113 350 8230 E: info@salontracker.co.uk W: www.salontracker.co.uk
ENTERTAINMENT TheMusicLicence T: 0800 086 8804 (quoting ‘Barber Magazine’) W: www.pplprs.co.uk
TRAINING Saks Apprenticeships 55-59 Duke Street, Darlington, Co Durham, DL3 7SD W: www.saksapprenticeships.co.uk
HAIR REMOVAL Lycon UK Training Academy 343 Fulham Palace Road, SW6 6TD T: 0207 590 9300 E: sales@lyconuk.com W: www.lyconuk.com
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