REED STUDIO

SETTING THE STANDARD

BY LOUISE MAY

Reed Studio emerged from the vision of addressing a unique gap in Melbourne’s men’s hairdressing market. As the landscape of barbershops and men’s hairdressers continually evolves, Director Angela Sassano recognised the absence of spaces where men could receive top-notch haircuts in a serene, welcoming environment without feeling rushed.

Angela aspired to create a haven where clients could unwind, savour the experience, and leave feeling rejuvenated. Additionally, she envisioned a workplace where team members are genuinely engaged and have ample time to connect with their clients. This vision brought Reed Studio to life..

Reed Studio recently celebrated a significant triumph at Australia’s premier awards program for the barbering industry, the Australian Modern Barber Awards (AMBA). Held on November 5th at the Plaza Ballroom in Melbourne, this event honoured the finest barbers and barbershop owners in the country. Reed Studio proudly took home the award for AMBA Collection of the Year Team 2023, cementing their reputation for excellence in the industry.

Could you tell us about your journey from hairdressing to barbering?

I had been working in the salon for almost eight years when I decided to make the switch from hairdressing to barbering. In the years just before, I had gravitated to really enjoying cutting over colour and it showed in my bookings. I was 70% cuts, 30% colour and of those cuts, more than half were men. I left the salon in 2013, just as the modern barber shop was on the rise, and I haven’t looked back since.

What inspired you to establish Reed Studio and the vision you had for it in the Melbourne market?

My inspiration for Reed Studio came from two things, where would I want to work as a barber, and how would I like to feel as a client. It seemed there was a lack of places a guy could go to receive a high-quality haircut in an environment that was calming and inviting, where you weren’t rushed out the door. My vision was high-end, so I knew the space needed to feel open and big, and I wanted it to be a destination rather than on a high street.

What sets Reed Studio apart from other barbershops in Melbourne, particularly in terms of the experience you offer to clients?

From a service perspective, each appointment includes a basin service with head massage, an in-depth consultation, and a high quality haircut. But I think what sets us apart is an inviting and welcoming environment where clients can relax.

Could you describe the atmosphere you strive to create at Reed Studio, both for your team members and your clients?

The ideal atmosphere at Reed Studio is for it to be fun. Of course, Reed is professional when it comes to servicing clients but in my opinion, if you’re not having fun then what’s the point? I always tell my team to have a laugh with their clients. Try to find that common ground and make it light-hearted. Not only is it good for our clients, but it’s good for the team as well. My favourite sound in the shop is when I can hear the team laughing with their clients about something I probably shouldn’t know about, ha.

Winning the AMBA Award for Best Team Collection in 2023 is a remarkable achievement. How has this recognition impacted Reed Studio and your vision for the future?

The recognition in the industry has been great! It’s been really nice to connect with other business owners and barbers but equally, it’s been great to see the roll-on effect it had with people wanting to work at Reed. We will definitely be entering in the future... we’ve got a big trophy cabinet to fill!

Can you tell us about your winning collection and where the inspiration comes from? Can you talk us through it and how it all came together?

We sat down as a team and decided that we wanted to do a collection that we could use not only for the competition but would also be good for marketing Reed as a brand. To do that we decided to create a collection that was like the work we were sending out the door every day.

When I say it was a team effort, I really mean that. We delegated different tasks to each of us and then collectively made decisions based on the research we’d done. We put mood boards together and had a clear idea of the outcome we were looking to achieve so it was no surprise that everything ran pretty smooth on the day.

There were some nerves to start but that soon went away. We shot with Leigh Windsor who was also really great to bounce off when we needed it. The hardest part was when Leigh sent us the thousand pictures he’d taken and narrowing them down to just four. But as it turned out we did alright!

We’ve heard that you have a passion for mentoring and educating aspiring barbers. Could you share a bit about your approach to mentoring and why it’s important to you?

My approach to educating and mentoring is first to understand the persons level of knowledge and then tailor my approach to their learning style. I like to provide clear expectations and goals and then create a plan to achieve them.

I think understanding how people learn is really important and finding out their ‘why’ or what drives them helps me encourage them along the way. Sharing tips and tricks can help to form good habits early on in someone’s career so they can become efficient operators. It’s been great to see some of those barbers go on to build successful businesses and brands in the Melbourne scene.

What role do you think barbershops play in modern society, and how does Reed Studio contribute to that?

I think barbershops are no longer just a place to get a haircut, I think they’re definitely a place of community, friendship and putting people in touch. An example of that is recently I’ve had a few clients go through similar experiences, so I’ve introduced them and they’ve connected.

What do you think is the most rewarding aspect of being both a skilled barber and a business owner?

As a business owner, I don’t think it gets much better than watching the growth of the team both personally and professionally. It’s so nice seeing confidence grow in their skill and watching them grow a clientele that reflects their personality (funny how that happens, hey?). It’s also great achieving goals that have been set.

As a barber it’s two things, learning off the younger guys! This is my 19th year in hair and I’m still picking things up from my team and online. But by far my favourite thing about being a barber is the relationships we build with our clients. I’ve laughed where I’ve almost pee’d my pants and equally cried with clients through loss and struggles. I’ve seen clients go through uni, get married, have kids and now I cut their hair too. I think that’s really special, and I feel privileged I get to be a part of people’s lives.

Can you share some insights into the philosophy or ethos behind Reed Studio’s approach to men’s grooming?

Our approach to styling is 90% wearable, 10% styled. We believe that the cuts we are creating should look good not only on the day of service but every other day before the client returns. In my experience, most clients aren’t gonna use a hairdryer let alone a brush, so why not cut their hair so it’s wash and wear. Sure, we can definitely give our clients the option to style with more detail, but we try to make it as low fuss as possible.

Looking ahead, what are your aspirations for Reed Studio and yourself, over the next 12 months, will we see you entering the AMBA’s this year?

Over the next 12 months, I would love to develop and grow the team at Reed, allowing the business to venture out from the norm and be more than just a barbershop. We’d love to allow others to utilise the space for various education and hair events in the industry. As for me, I’ll be here along the way! We’re working on a few big things this year and aiming to enter the AMBA awards again.

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