THE DILIGENTS WAY

BY ZOE RICHARDS, GORGEOUS PR, UK.

Diligents is the manifestation of Tom Hoffman’s lifelong barbershop dream. With his entrepreneurial spirit extending beyond the usual small business owner ambitions, Tom is already making waves, just one year in.

Fuelled by a desire to create a dynamic space that embraces innovation and versatility, Tom offers more than exceptional male grooming. Through Diligents, he brings a holistic approach to well-being, shaping a place where style meets substance. We met with Tom to find out about this new movement in hairdressing for men.

Tom was introduced to the world of hairdressing as a client at first. “When I was 14, my mum used to take me to get my hair cut at Toni & Guy,” he recalls. “I became close friends with my Stylist there and used to go in with lots of ideas. He could see I was interested in hair and asked if I’d like to become a hairdresser.

Back then, you could do a couple of hours a week, so I started with that. Then when I turned 16, I started working there all day on a Saturday. After that, I went into fulltime hairdressing and stayed with Toni & Guy on and off for roughly 14 years.”

In his early days as a Stylist, Tom seized all the creative opportunities that came his way. “I discovered my love of styling early on and began assisting at fashion shows.” Vivienne Westwood and London Fashion Week are just two of the stellar names that Tom drops into conversation.

But this was just the beginning for Tom. Determined to carve his own path, he decided to make the transition into the world of barbering. “There came a point when I was quite keen to work in a different environment and have a change.

I was always cutting hair in school and styling all the guys’ hair, so I knew I’d enjoy barbering,” explains Tom. “Also, Kevin Luchmun was a big influence in men’s hair. He did the Ricki Hall shoot which became quite iconic. It made a huge impact on me and pushed me to do what I do today.”

“Next, I moved to a small high street barbers and managed it with a friend for about 7 years. The brand had around 30 shops in total, and we were the busiest, but I didn’t feel valued.” He continues, “That’s when I started coming up with a vision for what I have now. I felt there was a gap in the market for men’s salons, especially here in Guildford.” It was about this time that Diligents was born.

“Diligents is a sanctuary exclusively for men, a place where they can feel at ease while they have their haircuts and treatments,” Tom shares. “I truly believe in the power of manifestation, and I’ve made this dream a reality.”

But his journey wasn’t without challenges. Tom reflects on his past struggles, admitting, “Before Diligents, I was stuck in a rut. But I took the plunge and bet on myself.” He believes that overcoming personal demons can unlock the drive and talent needed to succeed. “Many walk away thinking it’s too hard or takes too long, but if you truly believe in your vision, you can reach your goals.”

Despite the allure of offers from well-known companies eager to invest, Tom remained steadfast. “When I would share my ideas, many people were interested but saw it as just another high street salon. I aimed to create a movement and wanted to keep control of my brand,” he asserts with conviction.

Tom also knew the importance of having the right partner. “I’ve seen too many hairdressers take on their own salons without a clue of the business aspect, leading to their downfall. You must understand yourself, choose the right business partner, and build the right team to bring your dream to life.

Since opening its doors, Diligents continues to grow in popularity. “We’ve hit the ground running in a crazy, crazy way. We’ve been open a year, and we’re fully booked every single day. I had my first client at 6:15 this morning and I still can’t fit them all in. We turn away up to 20 people a day: it’s nuts. I started off with myself and 3 lads, and we’re in the process of taking on 2 more, so we’ll have 6 chairs,” Tom explains.

In his quest to make Diligents the ultimate destination for men’s hairdressing and well-being, Tom has found Depot, a high-end men’s hair and body care brand, to use in the shop. “Depot is an incredible brand from Italy, offering around 80 different products that cover all my needs—from hair and shaving to beard and body care,” he says. “I wanted to avoid sourcing from multiple places, and Depot fits the bill perfectly.”

Tom’s journey with Depot hasn’t just been transactional; it’s been built on a strong partnership. “I discovered them myself and spent about 18 months negotiating to cultivate the best relationship possible. They’re a fantastic brand and treat us exceptionally well.”

His efforts have paid off significantly. “In the short time we’ve collaborated, I’ve become an ambassador and a global educator for Depot. They even featured me and my shop in a write-up, and we created a brilliant photoshoot together,” he shares, beaming with pride.

The facial treatments from Depot have become a popular service with Diligents’ clients.

The facials are rooted in the Depot brand’s expertise. “We learn the rituals step by-step from Depot, and we perform them right here in the shop. They’ve gained immense popularity,” Tom notes. “It’s amazing to see even the big, tough guys come in asking for them. There I am, giving a facial to these ‘big brute lads’,” he laughs.

Tom observes the transformation as they settle in. “You can see them take a deep breath; it’s a different atmosphere. They’re not in a typical salon or spa where they might feel self-conscious. I want men to feel safe and comfortable here, so they can enjoy a facial without the fear of being judged.”

It’s clear that Diligents is redefining the essence of barbering, bringing it back to its roots while infusing a modern flair. “It’s about creating a space where someone can have those meaningful conversations in a fresh, contemporary way,” Tom explains.

He reflects on the typical barbershop scene. “In my view, many barbershops have leaned heavily into tradition—lots of wood and clutter, without much uniqueness,” he critiques. “I’m not a fan of that aesthetic. It’s a bit washed. I’ve purposely gone for a clean, sharp, and minimal look.”

The atmosphere at Diligents speaks volumes. “We’ve cultivated this cool vibe where clients can feel completely at ease,” Tom shares. “While we perform most of the same services traditional barbers offer, our approach is distinctly different. It’s the Diligents way.”

Tom envisions a holistic approach for his shop, unifying various services under one roof. He is currently exploring innovative ideas in collaboration with mental health companies and physiotherapists and is contemplating the addition of treatment rooms to accommodate these services.

The shop is already home to an aesthetics doctor who makes regular visits, and the team is excited about the possibilities of enhancing these offerings even further. The goal is clear: to create a nurturing environment that addresses both physical and mental well-being, making Diligents a true sanctuary for its clients.

“Another exciting experience we’ve created is connecting celebrities with their fans through our hot seat competition.” Tom continues, “Each month, a different celebrity visits for a face-to-face chat with one of their biggest admirers. For example, when rugby star Marcus Smith stopped by, he not only signed a pair of boots but also took time to interact with fans, creating unforgettable memories.”

“We’re thrilled to welcome a diverse lineup of athletes, from footballers and rugby players to hockey stars and golfers. Looking ahead, we’re eager to reach out to boxers and others in the sporting community,” Tom adds. “Many of these celebrities are clients themselves, and their enthusiasm makes for a great experience for everyone involved. It’s also excellent for our social media and gives our audience a taste of what we’re about.”

So, what does the future hold for Tom and Diligents? “What I’ve accomplished in the last year feels almost surreal. From opening our doors to travelling around the world and spending time educating in Italy with Depot, it’s all been amazing,” he shares thoughtfully.

Tom emphasises the importance of a comprehensive teaching approach, stating, “We need to cover salon etiquette, communication skills, and the nuances of interacting with clients.” It’s clear that he’s not just dedicated to styling hair, but to shaping the next generation of barbers with holistic education.

With this commitment, the opportunities ahead are vast. “I’m currently mapping out the structure for my new course and I’ll have students flying in to be taught in my shop in a few months! I’m excited for what’s to come in every area,” he adds.

“I haven’t even scratched the surface of what I want to achieve yet. I truly love what I do, and I know this: I will never leave the chair. Ever,” Tom says. That’s just The Diligents Way.