4 minute read
A trio of salons
trio A OF SALONS
hile Beatrice Du Plessis has a background in hairdressing, having worked for Gary Rom himself for five years, her husband Rudi is an engineer.
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“When I married Beatrice, I thought that we needed to think much broader about her career. When most female hairdressers start families, their careers seem to come to a standstill, plus Beatrice has always dreamt of owning her own salon. So, I stepped away from engineering and now handle the business side of our salons and go into the stores three times a week. Beatrice assists in terms of hair services where necessary and still caters to a few of her regular clients. We do have actual managers in each salon.”
The Du Plessis’ first Gary Rom Hairdressing salon opened in Mall of Africa in April 2016, with the Fourways branch opening in August 2019, followed by Bedfordview in October the same year. W Rudi and Beatrice Du Plessis are the owners of not just one, but three, Gary Rom Hairdressing franchises in Gauteng. JOANNA STERKOWICZ speaks to them to find out why this salon brand stands out in the market.
Du Plessis notes that the Bedfordview salon, which is situated in Bedford Centre, happened more quickly than anticipated. “There was interest from the shopping mall in having a Gary Rom salon on the premises. It’s our biggest salon – some 143 square metres, with 22 sections, one of which is a privacy room. This is a complete salon within a salon as certain clients, such as Muslims and ladies who are breastfeeding, for example, don’t want to be seen while having their service. In addition, this room is ideal for people who want to work while having a chemical treatment and need to make private calls.”
He points out that there are also three treatment rooms, each with soothing music and massage chairs, so that clients can be massaged during their treatments and relax.
In this salon you will find an on-site barista, who works on an Italian-imported cappuccino machine. There is also a mini gin bar for clients who would like an alcoholic beverage and, when a customer books for a chemical treatment, they get a free meal.
Brand appeal
As to the appeal of the Gary Rom Hairdressing brand, Du Plessis says: “Beatrice was basically brought up with the Gary Rom brand and it’s a fantastic brand. I believe it stands out in the market because of its customer journey. Gary has 30 years of experience in the industry and has a reputation
for quality. There is big recognition of the brand, with ambassadors such as former Miss South Africa / Miss World, Roelene Strauss, and Sureshnie Rider.
“The Gary Rom brand is condition-based, as in, focused on the condition of the customer’s hair. We educate our clients and conduct an eight-step consultation, starting with the client’s scalp and ending at the toes. Our stylists will tell you why you have an oily scalp, or a dry scalp, and they look into the mirror together with the customer. They ask questions like, what is your hair colour palette, when did you last colour your hair, etc. Hairdressing is a very personal service, and particularly so in our salons.”
Du Plessis’ comments are backed up by the corporate website, which reads: ‘A Gary Rom experience is unlike any in the industry. Emphasis is placed on our guests understanding everything that happens in the salon so that our clients can make educated decisions on service options.”
Franchise benefits
One of the most obvious benefits of belonging to a franchise, according to Du Plessis, is pricing.
“We purchase equipment, furniture and products as a group,” he states. “Furthermore, Gary assists us with training and advises us how to make difficult financial decisions and how to resolve any other problems we may encounter.”
Levels
There are different levels of stylists at Gary Rom salons for clients to choose from, each level reflecting the experience of the stylist.
“Most of the stylists we have in our salons have graduated from being apprentices and have trained at Gary’s academy. We are very strong on apprenticeship and do regular appraisals and evaluations. If there is anyone out there looking to do an apprenticeship, they are always welcome to contact me as there are always possibilities for employment.”
Every month, all his staff go for colour training and he conducts conferences about what is going on in the world of hair. Apprentices have to undergo regular tests regarding product ingredients.
Retail
There is a strong emphasis on retail at Gary Rom salons, particularly because of the brand’s policy of advising clients to use salon products rather than consumer brands. There are incentives for retail sales and the target is 28% of a stylist’s turnover. If the stylist achieves a figure over and above that, they will get a bonus.
Brands used and stocked by Du Plessis’ salons are Schwarzkopf Professional, Authentic Beauty Concept, Mycro Keratin, ghd and the in-house brand, Gary Rom Haircare.
“We are very proud of Gary Rom Haircare and are constantly working on it by asking customers for feedback, which is then passed on to head office,” concludes Du Plessis. PB
