Beauty and the barber

Jamie Lea Gardiner wanted her barbershop to provide a ‘bobby dazzling’ experience for young and old. How did she do it?

Having spent many nights dreaming about her own barbershop business, Jamie Lea Gardiner started out on her own in 2017. Some laughed at her idea to provide beauty treatments such as facials and head massages, but within two years of opening Bobby Dazzler Male Grooming Specialists she was winning awards – most recently Best Male Grooming Venue at the North East Beauty Industry Awards 2022.

Starting out in a room within a salon, Jamie has since taken over the rest of the salon space, plus new staff, to cope with the demand for her barbering and grooming services. What is her success down to? ‘Just believing in yourself,’ she says. But it’s obvious that hard work and talent have also contributed.

Being different

Recognising a gap in her local market, Jamie planned her services extensively and says her business has gone from strength to strength – despite some saying that the local clientele wouldn’t be interested in beauty treatments.

‘We have a regular haircut, which is what everyone started with, but they started trying the ‘signature haircut’, which is more in-depth and includes a shampoo and condition, hot and cold towels, a head and neck massage and a drink,’ Jamie explains. ‘It offers men a chance to relax and switch off – I think that makes a difference.’ Other services include a range of shaves, from a standard one to one that incorporates a facial steamer. Beard trims, eyebrow threading and wax treatments are also available. ‘Sometimes, if the shop’s quiet, I dim the lights and put music on during the service,’ says Jamie. She hopes that, by offering space and services that help men find a little ‘inner peace’ and forget about things for a while, she can make a difference in their lives.

‘A lot of people leave with a spring in their step – they feel better, they look good, and that’s what it’s all about.’

The right atmosphere

Jamie keeps a jar of affirmation cards on her counter and encourages clients to take one as they leave. ‘They lift people’s spirits and inspire them to be more mindful,’ Jaime says. ‘One client picked a card that read: “Go out into nature and feed the birds”, which he laughed at. But I asked him about it when he next came in and he had been to the park and fed the birds with his kids – so they do work!’

Jamie is also skilled at dealing with kids (she has four boys of her own) – lots of parents bring children in for their first haircut, with Jamie providing a certificate and Polaroid to capture the event. She insists that her shop’s appeal for all ages lies in creating a good atmosphere for staff and clients: ‘Making sure my staff are happy and comfortable means they’ll ensure the clients feel the same, and that means they’ll keep coming back.’

Top Tips For New Offerings

● Focus on what it is you want to provide

● Discuss your ideas with clients and see what they think

● On quiet days, offer a new service to try as a complimentary extra

● If a client is booked for a regular haircut, provide an added extra like a short head massage – they might book it for next time

● Don’t be afraid to try something different or alternative.