CIRCLES OF SUCCESS

By Louise May

CIRCLES, the name synonymous with excellence in the hairdressing industry, has not just raised the bar but reshaped it entirely. In the ever-evolving world of hairdressing, one name stands out as a beacon of innovation, determination, and success: Sharlene Lee, the driving force behind Circles.

A decade ago, Circles achieved its first million in profits, a feat that seems like a distant dream for most salon owners, But the magic didn’t stop there.

Year after year, Circles continues to break profit records that every salon owner now dreams of achieving, thanks to Sharlene’s unwavering commitment to doing things differently and taking calculated risks...

In this interview with Sharlene, we delve into the strategies and approaches that have propelled Circles to the forefront of the hairdressing industry.

From embracing cutting-edge technology to fostering a culture of teamwork and client-centricity, Sharlene shares the secrets behind her remarkable journey and offers invaluable insights for aspiring salon owners looking to make their mark.

Join us as we explore the business acumen and visionary leadership that have transformed Circles into a super brand and continue to shape the future of Australian hairdressing.

Can you shed light on the key strategies or approaches that have driven your exceptional success, including substantial profits in recent years?

Hitting that first million in profit a decade ago was the result of sheer determination, doing things differently, and taking calculated risks. It meant putting personal goals on hold, especially during the early stages of the business.

Starting my business at 23 with little knowledge or financial backing, I spent the early years coming to grips with the fact that success doesn’t come quickly. It demands a willingness to sacrifice, without letting the business consume your life like it did mine.

When I started Circles, everything I worked for was to push the brand to the next level, so that eventually the brand could outgrow and outlive just my name.

Most people desire immediate results when they start a business, but true success often requires personal sacrifices and dedication beyond the ordinary.

Can you share specific innovative practices or business strategies you’ve employed at Circles that have significantly impacted your growth and recognition nationally?

Staying relevant in the ever-changing business landscape is crucial. We understand that you must change and evolve with the times; otherwise, you risk getting left behind.

Embracing automation and AI has been a big factor. By integrating these technologies, we’ve been able to adapt and streamline various aspects of our business, ensuring we stay ahead of the curve.

You must embrace change and new things in all parts of your business, especially in marketing. 15 years ago no other salon would have been putting thousands of dollars into Google ads and online marketing, now it’s simply the norm.

You have to take risks and be constantly pushing towards the next new thing otherwise you will constantly be playing catch up, or worse, you will be left in the dust. We are in the process of our new best thing so stay tuned.

How does Circles foster a positive and productive team environment that contributes to your remarkable achievements?

Building a positive and productive team culture is indeed crucial for our success at Circles of Hair. We believe in several key practices that help to grow this culture.

We emphasise open communication and collaboration. Our team members share ideas, feedback, and insights freely. Everyone’s voice is heard, and we encourage a sense of ownership in the decisions we make.

We also invest in continuous training and skill development for our team. It’s not just about staying updated with the latest trends but also about personal and professional growth.

This approach ensures that our stylists feel motivated and empowered in their roles. Recognising and appreciating our team’s hard work is another essential aspect of our culture.

We celebrate achievements, both big and small, and provide a supportive atmosphere that encourages them to flourish.

We value work-life balance and goal setting; we want to support our staff and help them to achieve both their professional and personal goals.

As Circles continues to evolve into a super brand, what is your long-term vision for the business?

Our long-term vision for Circles is to continue being a leader in the Australian hairdressing industry and maintain our status as a super brand. To achieve this, we’re focused on a few key strategies.

Employing people that are better than you. Many business owners are spread thin trying to become experts in everything from digital marketing and social media to web development.

Not to mention other aspects of hairdressing they may be unfamiliar with. Throw away your ego and be willing to learn from those that are better or more experienced than you and your business will flourish, if you can employ them, even better!

Regular meetings with our digital strategy team. Touching on the previous point, I am not a digital marketing expert, I am a hairdresser.

We have regular meetings with our digital strategy team to review our performance and chart our strategy for the future. Social media and other digital platforms have become such an integral part of our business, but you can’t be an expert in everything, my team helps us to stay ahead of the game.

Taking time out of your business and working on your business. A lot of business owners are really caught up in the salon, running a full column of clients. You can’t expect to be able to grow your business whilst being fully booked, you’re only human!

We need to learn to set aside time to work on our business without working for it. Do this, and I promise you will make way more money than you ever could doing clients on the floor.

This includes building up managers, coordinators, and partners in the salon so that eventually I can step away from the everyday running of the business and focus on the big picture. Knowing your numbers as a salon owner is crucial, this is how I can keep reinvesting in the salon.

How does Circles prioritise and elevate the customer experience, leading to such high praise and recognition in the industry?

We’re all about exceptional customer experiences. We achieve this by personalising our services to each client, maintaining open communication, and constantly innovating. We also focus on creating a comfortable and relaxing environment. Engaging with our community and valuing client feedback is crucial.

We take their input seriously, using it constructively to improve our offerings and ensure they leave satisfied. We encourage all our clients to give constructive feedback, we may not be perfect but we are always striving for perfection, it is our clients’ expectations that help to keep us on our toes and at the forefront of the industry.

What crucial piece of advice would you offer based on your journey and experiences in the industry?

My advice to aspiring salon owners is based on my own journey and experiences in the industry: Passion, Persistence, and Consistency. Love what you do and stay at it. Have big ambitions and know where you want to be, and how you plan to get there.

The hairdressing industry demands hard work and dedication. Your passion will be your driving force, helping you overcome challenges and to keep pushing forward.

Our hardest times often lead to our greatest moments in business, difficult situations build strong people and I believe if you work past that threshold in your career, you won’t look back. Surround yourself with a talented and motivated team.

Your success is intrinsically tied to your staff’s skills and attitude. Nurture a strong team culture and invest in their growth.

Constructive criticism: know how to give it, but most importantly know how to take it. It will guide your salon’s growth and personal growth and use it as a tool for improvement. Leave your ego at home.

Don’t forget about your own well-being and work-life balance. A healthy, balanced owner is more capable of guiding a thriving salon. Exercise has always been a big focus of mine, spend at least an hour a day on yourself.

Circles has taken the initiative to source your own branded salon professional tools and accessories. Can you share how this decision has impacted your business?

The decision to source our own branded products is just another piece in our branding puzzle, in this industry branding is everything, I want Circles to outlive me. The way to do that is by constantly working to build a strong brand identity.

Sourcing these products ourselves is not easy, it comes with a lot of work and a lot of risk. But over the many years we have been in business there have been many times where there wasn’t a product or a variation of a product that exactly suited our needs.

This is where we can then have products and tools designed and made to our exact specifications for specific use at Circles. Clients notice the attention to detail and quality of our products.

It enhances their overall experience and perception of our salon. Some advice for Salons considering a similar approach, take your time to make sure the product you are having made, is exactly how you envisioned it.

The upfront cost can seem very daunting, but if you do your homework and know your business like the back of your hand, you will end up not only with a superior product but one that also saves you money by cutting out middlemen.

How do you envision the landscape of the hairdressing industry evolving in the next decade, and how is Circles preparing to stay ahead and thrive amidst these changes?

In the next decade, the hairdressing industry will undergo big changes. Just as it has in the last decade. 10 years ago, we never could have imagined the way the industry has evolved the way it has (I certainly never thought we’d be filming what are borderline professional videos on a daily basis).

We’re preparing by enhancing our digital services and embracing technology. In essence, we’re getting ready to adapt to the industry’s evolving landscape, focusing on technology, sustainability, inclusivity, and ongoing education.

This combined with efforts to diversify our business into other areas will all be a key focus for us.

What is your response to the comments of some of those in the industry who say that there is no money to be made anymore in owning a salon business?

I would disagree. Like any business, owning a salon can be very profitable with the right approach and attitude. You must think about how much you really want to earn, I have always been interested in the business side of things as well as hair.

For me personally, I wanted to make not just a little money risking everything I had in the early days, but I wanted to prove to our industry that why can’t we make millions in profits. I have always been money-focused, I didn’t come from money, but I wanted to be totally independent as a woman in business.

I wanted to prove to everyone that this is achievable, but to be the best requires careful planning and strict discipline. It takes years and years to get to this stage. Most people don’t want to do the hard work to get there and their expectations for owning a salon are not realistic.

It’s not just about cutting hair, it’s about creating an environment where people feel valued and consistently receive a high level of service, which in turn, will lead to a profitable business no matter the industry.

What makes you different to most others?

I don’t think I am different to anyone else; I would say I am perhaps more focused on the financial aspect of the business.

Opportunities don’t happen you create them, how much do you really want to succeed? how far are you willing to go? I have always said, your salary doesn’t make you rich... it’s your spending habits and what you do with your profits that makes you stand out in our industry; it certainly isn’t that new Chanel bag!

Reinvest in your salon business and you will hit your goals to have a profitable salon business.

@circlesofhair @sharleelee