Ward’s World

With an uncertain end to the year ahead, now’s the time to make tough decisions and call in support, writes Hellen Ward

I took part in Professional Beauty World’s Salon Business Conference in September - a fantastic online global event, which covered the key topics salon owners face. My seminar was about cutting costs post-Covid-19 and covered how the impact of the pandemic was not only felt by us, but our client and our client’s client.

Rather like skimming a pebble across the surface of the sea, the ramifications ripple on. It’s hard to find anyone who hasn’t been either directly or indirectly affected by coronavirus, regardless of what sector they work in.

My seminar focused on changing the things that we can change. Some things are out of our control - such as VAT. I vehemently believe it should be reduced for us and other bricks-and-mortar retailers like it has been for hospitality. Another pressing liability I’d really like to see restructured for our industry is corporation tax (the tax limited companies pay on their profits). The Government won’t save our high street until they change the way they look at retailers, making a distinction between those that bear the brunt cost-wise of trading in a real shop, and those that sell online without these overheads.

Split decision

I’ve had to make a similar distinction between our staff - segregating the way we think of them as turnover-producing (therapists, manicurists, barbers, hairdressers, technicians, etc) and non-turnover-producing (apprentices, juniors, reception, admin, etc).

Running a high-end operation, we always traditionally had more ancillary staff to deliver high levels of service, but needs must and the people that bring the cash into the till simply have to be safeguarded; without them we have no business. At the time of writing, we are still unsure how the autumn will go. There could be further lockdowns. We could have to scale down even more and go back to the management team cleaning the floor, like we did when we started out.

The people that bring the cash into the till have to be safeguarded; without them we have no business

One thing I can say for sure is that client behaviour and viewpoints are distinctly personal and vary greatly. For every client who is relaxed about coronavirus, there is another who is verging on paranoid. I understand that, but I do have a bit of a problem with people who are too scared to get back into their town-centre salons or use public transport but were quite happy to breach the rules and have their hair or beauty services done at home during lockdown by the moonlighters (not the fantastic freelance sector that we have, might I add). In crisis times like these there’s no place for hypocrisy.

Support network

There are many spin-off sectors that feed off ours - media, software, suppliers and manufacturers - who indirectly make their living from our industry. With a busy reopening followed by a disastrous August and an uncertain peak Christmas time, we need clients to vote with their feet like never before. If this pandemic hasn’t challenged you to rethink your life then you’re probably not a real human being. It’s shown people in their true colours, and as much as it’s been disconcerting to feel so out of control, it’s also helped the scales fall from my eyes. All we can do is ride the wave and hope it doesn’t end up being a tsunami. PB

Hellen Ward is managing director of Richard Ward Hair & Metrospa in London, one of the most profitable independent salons in the UK. She is beauty ambassador for the National Hair & Beauty Federation (NHBF). Send your feedback to hellen@professionalbeauty.co.uk