Why Giving Back is the most Powerful Tool in every Hairdressers Toolbelt.

By Sharlene Lee

After over 30 years building the Circles of Hair group into the powerhouse it is today, I’ve learnt a thing or two. I’ve seen the highs and lows of the industry, and I know firsthand just how tough it can be to run a successful salon. So many of us are busy salon directors and owners, plus mentors, educators and brand ambassadors as well as parents, all at the same time! It’s a lot and we all need help, whether we like to admit it or not.

Our industry thrives on creativity and passion, but too often the business side of running a salon is overlooked or put in the too hard basket. So many salon owners dive into their dream of building a successful space, only to be blindsided by the financial and operational realities that come with it. I’ve seen too many talented hairdressers struggle—not because they lack skill, but because they don’t have access to the right business knowledge.

I LOVE what I do and the success I have experienced has been more than I ever dreamt. I unashamedly enjoy the finer things in life, and I see money as one of my biggest motivators. Why do so many people have a problem with this mindset though? Why is it so hidden away and something to be ashamed of? We should all be wanting more money and setting big financial goals and it’s something that I am dedicated to shifting.

People always want to know what my secret is. It’s a lot of things but I think it is mainly my work ethic that I formed from my immigrant parents and the challenges they faced. They experienced things I could never fathom and that never fails to inspire me to put in those extra hours or to take that big risk personally or professionally.

A New Approach to Knowledge Sharing

I believe in radical honesty. I want to show people the real numbers, what works, and what doesn’t. I want owners to increase profits, build kick-ass team, and create a showstopping salon.

That’s why I created the Circles Shadowing Program—a raw, no-holds-barred experience designed to equip salon owners with real-world insights into running a thriving, profitable salon. This isn’t like anything that’s been offered before.

Alongside my Director of Operations Declhan Lee, who advises on all things back-end, admin, and finances, my Head Coordinator Fallan, who assists with FOH, efficiency and staff management, and my Circles of Hair Group Co-Owner, Jess Marie Del Borello, an expert in social media, marketing, and team motivation, we offer salon owners a rare opportunity to step inside our business world. This program provides unfiltered insight into what it truly takes to run Circles, with actionable takeaways that can be implemented in their own salons.

We break down exactly how we built and maintain a highperforming, financially strong salon—proving that artistic excellence and business success can go hand in hand. We talk profits, costs, salaries, and most importantly, how to price services correctly to ensure long-term sustainability. Too often, salon owners undercharge, misunderstand their true costs, and ultimately burn out. That has to stop, and we’re here to show you how.

So, for those of you unable to come visit us, how can we help? Well for one you can reach out to me on social media. I love chatting to people and answering questions and I am always here for advice.

And secondly, I have also pulled together Declan and Jess for us to create a series of Circles Shadowing Program insights into a few key areas that we hope you will benefit from. Over the coming months we will delve into;

Truly Motivating Your Team

No, we aren’t talking some free product, the occasional breakfast, or an early mark, we are talking REAL incentives. We are all motivated by different things but at the end of the day, why are staff turning up to work? Money. And there is nothing wrong with that. So, you need to make sure that you are creating real value with your incentives.

We will talk about ways to offer these incentives whilst also positively impacting your ROI so that everyone is a winner. We will also focus on the importance of attracting and retaining apprentices for the future of your salon and the sustainability of the industry. Our apprentice training program is a huge part of our business, and we can show you how to place powerful emphasis here.

Digital Diversification

I get it—many of us owners remember life before social media and sometimes wish we could go back. But the reality is, it’s here to stay, and when used strategically, it can be a game-changer. It’s not just about ROI; it’s about brand reach and leveraging your demographic in deceptively simple ways.

By connecting with influencers, collaborating with local businesses that share your ideal clientele, and crafting unique promotions that demand attention and engagement, you can amplify your brand’s presence exponentially. When leveraged properly, this increased visibility brings in new business, strengthens client relationships, and ultimately delivers a strong return on investment with minimal cash outlay.

We know that many salons struggle with content creation and scheduling—which is why we’re also about to launch a series of Digital Asset packs designed to take the guesswork out of social media. From ready-to-use graphics to caption templates, they’ll provide a streamlined solution for salons looking to elevate their online presence without the stress.

Thinking Outside the Box

I know, I know—everyone says this, but it really is true. One of the most important lessons we talk about is innovation. If you’re running your salon the same way you did five years ago, you’re already behind. The industry is evolving rapidly, and staying ahead means thinking differently, adapting to change, and finding new ways to generate revenue. It’s no longer just about hair; it’s about brand, experience, and creating additional profit streams that elevate your business beyond the chair.

At Circles, we’ve embraced this mindset by diversifying our income streams. We’re not just a salon; we’re a brand. From launching our own branded foil to designing an entire range of Circles merchandise, we’ve transformed the way our clients connect with us. Every product we create serves a purpose—not only reinforcing our brand identity but also adding tangible value to our bottom line.

This approach isn’t just suitable for us. The same strategies can be applied to any salon, no matter the size. Whether it’s increasing retail sales through carefully curated product lines, turning everyday items like styling tools into profit-generating assets, or leveraging social media to make your salon a sought-after destination, the opportunities are endless.

The Lifechanging Power Of Automation

There are few things you can implement that will transform running your salon as much as automation, especially when it comes to your marketing and CRM. The client journey extends well beyond the salon floor, and you need to have tested touchpoints at every possible step to maximise both new client acquisition as well as existing client retention. Automation can revolutionise so many diverse aspects of your day to day operations whether it is your email marketing, upselling, Google Ads or website.

I’m so passionate about this and have committed considerable time and money to making systems which work. This has rubbed off on Declhan who is now a walking, talking automation machine and can translate it in easy to understand terms for those starting out on their journey.

Declhan, Jess and I can’t wait to take you through these areas in more detail and I hope that we will also get to see some of you in person here in Perth. This style of education is a labour of love for me and I’m so proud to lead the way alongside my team. We are really only just getting starting as we will also be unveiling our exciting new Club C Education brand soon as well! I hope that we can inspire salon owners everywhere to open up and share their wisdom, helping others to fast track their success. A thriving industry filled with excited aspiring and experienced hairdressers is what we should all be aiming for, so let’s make it happen together.

@circlesofhair