June 2008

Point of View

A Styling Salon

This buyer expects a lot – and rightly so – from a distributor who wants to sell her logoed uniforms. She explains what she’s willing to buy.

By Marilyn Wengert

I’ve been in the beauty and hair business for more than 32 years. After becoming a New Jersey-licensed cosmetologist, I apprenticed at a barber shop and became a barber. Then, 17 years ago I decided to train to become a master colorist. I’m proud to say most of my business is in coloring. And, the majority of my business is referrals from satisfied customers. Also, I’ve found that I do awesome flat-top clipper cuts. When New Jersey did away with the barbering board, we slowly started losing masterful teachers. When doing a true flat-top cut, free hand, clipper over comb, I’ve been asked numerous times, “How did you learn your craft?” The person who taught me, “Uncle Denny,” is now deceased.

I’ve donated the logoed shirts for basket raffles for a local Alzheimer’s annual walk.

In my industry, I feel that we really need to reflect on and improve work ethics and training in general, as it totally shows in our workmanship. Unfortunately, some stylists are into easy money, rather than what’s best for the client. This brings me back to my craft of coloring – sometimes you have to take charge and say, “You have to wait to put chemicals in your hair,” or “Let’s try lifting without bleaching; it may take longer but your hair will be healthier, much more vibrant and worth the wait.”

At my salon – Finale Studio of Hairshapes and Designs Inc. in Williamstown, NJ – I try to pull everything together for unity, as far as color and theme is concerned. For example, when I opened, I special ordered black and white pens, black and white dry-erase boards and black and white umbrellas so I could walk clients to their car (when it’s raining or snowing). These eye-catching logoed items not only impress my clients, but also impress other stylists and shop owners in my industry.

I also have logoed gray and black shirts (men’s and ladies’) available for purchase. Although they don’t fly off the shelves, they’re here (the ladies’ baseball tee is hanging on my wall in prominent view) and available. I’ve donated the logoed shirts for basket raffles for a local Alzheimer’s annual walk, as well as for other giveaways.

When I first opened my business, it was right after 9/11, and so my opening was delayed for various reasons, and I actually was considering not opening at all. But, after encouragement from my parents, I did, and it paid off. It turns out owning a studio at such a small scale creates a warmth and level of attention for customers that larger-scale shops can’t support, and I’ve been in business for seven years. That alone is an accomplishment in itself. So on every anniversary, I give clients a custom carnation with baby’s breath and fern, and I also offer delicious edibles to thank patrons for their loyalty.

How to talk to a stylist

I would expect that a distributor who came to talk to me would already have some ideas about logoed apparel that would advertise my business and be functional. For example, in attire for both technicians and customers, the most important aspects for me are comfort and a professional appearance. As a salon owner and color specialist, I’d encourage stylists to wear tailored, fitted smocks and pants that match client drapes and cover smocks. If a stylist is preparing to color, a laboratory smock with four large pockets would protect the stylists’ uniforms and appear professional, and if it featured a thin pen pocket (so we could easily write formulas) it would be even more wearer-friendly.

I’d also love a leather waist-pouch for our utensils. The pockets would need metal inserts so the sharp utensils don’t tear the leather. This would really save me time having to go from chair to chair, client to client, and it also would elicit a professional look.

As far as fabric, stylists’ apparel should be all cotton, as it tends to breathe better and I appreciate that on those especially busy days. Clients’ drapes and smocks, however, should be cotton/poly so the garments wash easily, yet are comfortable to wear.

In addition, a distributor could pitch logoed towels, waxing chair covers and rugs for the front of the shop. It would really impress me if a distributor took the time to put together a complete program of logoed items from which my shop could benefit.