8 minute read
2024 AHIA Creative Australian Hairdresser of the Year - Sam James
By Louise May
Crowned the 2024 AHIA CREATIVE Australian Hairdresser of the Year, Sam James is on fire—and she’s taking the industry with her. Known for her electric energy and boundary-pushing creativity, Sam’s FUTURE 54 collection is a jaw-dropping blend of retro rebellion and futuristic edge, proving that she’s not here to play small.
But this win isn’t just about killer hair - it’s about a career built on grit, heart, and a refusal to stay in the comfort zone. From mentoring her team in the salon to smashing it on international stages with MATRIX, Sam is a force who’s inspiring the next generation while keeping the Aussie hairdressing scene firmly in the global spotlight.
In this chat with Mocha Hair Editor Louise May, Sam James talks about the moments that defined her, the creative chaos behind her collections, and why listening, planning, and taking big swings are non-negotiables. Fierce, fearless, and unapologetically bold, Sam is rewriting what it means to be a hairdressing icon.
Congratulations, Sam. Winning the 2024 AHIA Creative top gong is such an incredible achievement. What does this recognition mean to you and your career?
Thank you so much Lou, I’m still pinching myself over this year! I enter these awards to push myself in new creative directions, so when I get finalist, I celebrate the fact that I’ve been chosen to stand amongst the incredible talent we have here in Australia. So, to win, well if anyone was there or has seen the video… they’ll know it was everything to me, to be awarded this title. For my Career, it has encouraged me to take another step which led me to the British Awards as International collection Finalist.
Your FUTURE 54 collection is a breathtaking fusion of retro nostalgia and futuristic innovation. What was the inspiration behind this collection?
It’s truly my favourite, Thank you! I wanted to do what I always try to do – evoke emotion across the collection, and showcase something innovative. It started with Suffragette thoughts, then moved to self – expression which of course led to the 70’s. Having an A Class team that got excited about the concept really helped. I’m all about the brief! I’m an organised freak, so I always find the strength of any collection, is in the planning.
The collection features a mix of intricate techniques, from afro-inspired shapes to shimmering metallics and tinsel wigs. Can you share how you xreated these standout looks?
Like any project, I sketch the looks once I can visualise them. Then I have to play A LOT! Get it wrong generally, A LOT! Then it may work, or it doesn’t, and I move on. Sometimes I come back but other times its left there. This is 13 years of shooting for me, so it’s definitely experience now that is a major strength when I’m designing and creating these looks.
As a member of the MATRIX Global Artistic Team, you have the unique opportunity to travel the world educating and inspiring stylists. How has this global exposure shaped your artistry and your understanding of what it means to be a leader in the hairdressing community?
Oh, great question, I have the absolute honour of doing this role, and I take it soooo seriously – I think because I feel like I’m representing the Australian Industry as a whole, by doing what is true to me, and what we educate and showcase here, I put a lot of weight on these jobs. Yes, I am having the time of my life! But it is a job, the best job in the world to me! and I need to deliver above and beyond always, because I want to keep doing it, and do it bigger and better!
After touring the world the last 18months, I can honestly say, even the greats think Australia is leading the way in Hairdressing. Education, Awards, Photographically, they are all raving about us, so I intend to live up to that.
Why is mentoring and empowering your team such a priority for you, and how do you think this has contributed to your success?
It starts in house. As a Hairdresser, I have always believed it is your duty to give back and build our community, Education is absolutely key to the longevity in our industry - focusing on the passion and excitement. This is what I always aim to bring to all my sessions. Be it every Wednesday morning with my team, My matrix classes around Australia, or on an international stage like India or London.
As a business owner, I can’t take new clients now, so if I want to continue having a successful business, and be able to step away to work globally throughout the year, I need longevity in my team, and for them to feel confident that they are where they need to be in their skills, to feel empowered to look after all of our clients.
In your salon, you dedicate time each week to mentoring your team, focusing on both technical mastery and personal growth. How do you create an environment that balances structure with the freedom for your team to explore their creativity and individuality?
PLANNING LOU! Lol it’s all planned. We train every week, pow wows every week, and one on ones fortnightly, Team meetings fortnightly, funny group chats and shared wats app groups. Connection is key! Honestly, Listening to what they WANT and blending it with what they need, has been very successful for us. It feels personalised, not routine or mandatory, flexible, and supportive. I am their biggest cheerleaders as they are for me. We’re currently planning 4 shoots!
Beyond your creative work, you’re deeply committed to making an impact in the community. How do these initiatives reflect your values as a hairdresser and leader?
Honestly, it’s been very hard to upkeep my role that was very regular with Hair-aid. They do amazing things and whenever I can get there I do, but I wanted to take a more constant approach.
There are many disadvantaged people out there that want desperately to be a hairdresser or just be in our environment. After a discussion with my sister, Director of Jupiter Supports (supporting participants on the NDIS) I said why can’t they be in the salon? Feel that feeling of achievement and accomplishment, and the support of a team -not just a support worker. So, we made it happen, and Cam has been with us 1 day a week, for 18 months, and he is well and truly part of our team.
You’ve represented Australia on global stages, judged international competitions, and worked on editorials seen around the world. Is there a particular moment that stands out as especially transformative or memorable?
Actually yes, my most recent trip to London. The day I had with Matrix at the London Loreal Academy, was to lead a development day with their Artistic team, that educate and do shows all over the UK and Europe. It was the most nervous I’ve felt in years! 4 people in the room were up for awards that week at the British Hairdressing Awards, and most had won them before. Some even judges for our Australian awards.
Definitely Imposter syndrome that week! But the day was incredible, the feedback has been amazing, and It was a typical example of how important it is, and how far you can leap, when you get out of your comfort zone, after working so hard to get there.
Your achievements span multiple facets of the industry. What do you think sets you apart and defines the unique qualities that earned you this incredible award?
That’s tough, because I think there are so many people equally deserving. I think, when you take people on your journey with you, whether that’s building an incredible team to experience it all with you, partnering with incredibly supportive brands like my Matrix family to help you grow, or sharing it with your loved ones at home that support and cheer for you constantly, you stay grounded and are focused on why you’re doing what you’re doing - A better life for family, better job satisfaction for you and your whole team, and to help others, and the industry as a whole, grow.
Looking to the future, what excites you most about where the hairdressing industry is heading, and what are your hopes for the legacy you’ll continue to build as an artist and educator?
Right now, all the travel and exciting things I’m doing, is making it feel like anything is possible! The world is definitely getting closer. For Australians, we’re so far away physically, but social media is helping with that dramatically. We’re seeing hairdressers globally looking to Australia for trends, education and inspiration, and I’d like to think - like I just did in London, we will be the ones creating a platform to showcase new and improved techniques trends.
