MEETING of minds

The Phorest Salon Owners Summit brought together beauty and hair professionals for two days of business education. Here are the highlights

Take 500+ salon owners, a programme of inspirational speakers, fun activities and the charm of Dublin and you have the Phorest Salon Owners Summit – Ignite 2023.

One of the keynote speakers was Image Skincare founder Janna Ronert, whose story inspired the audience. “Luck does not make you successful – risk-taking, sacrifice and hard work is what you need but the secret is finding what you are passionate about,” she shared, explaining how important a cohesive team is. “Winners are surrounded by winners, so look hard at your team and if they are not with you on the journey, move them out as they will take the joy out of that journey.”

She concluded, “The biggest opportunity for salon/spa owners in the next few years is around tech and social media and using these to drive consumers to your salon.”

Standing out

Also focusing on team was Dennis van Lierop, founder of the Halo Academy, who explained that, according to a Gallup 2022 poll, 70% of Gen Z employees will change their employer in the next 12 months. “Branding is power and your shop window,” he said. “People need to be proud of where they work, so look at your social feed and ask yourself, do your last 12 posts really tell your audience – and your team – who you are?”

Tom Chapman, founder of the Lions Barber Collective, received a standing ovation for his insights into helping industry professionals approach mental health topics in the salon. “You need to ask, listen and help, and this starts with recognising the signs that your client is struggling,” he shared. “Start with, ‘how are you feeling today?’ and always use the client’s name before you pause. Don’t be afraid of silences as the client will fill them, and don’t share your experience, instead ask them another question so they continue to talk.”

Sense of purpose

“The only way to succeed in business is to be purpose driven,” said author, brand founder and speaker Liz Earle MBE. Talking about mistakes she has made in business, she explained the importance of trusting your instinct when building a team. “On two key hires, I ignored my gut. I based my decisions on CVs and experience that looked perfect on paper and I quietened that inner voice. I now always ask myself if I’m interested in who the interviewee is and if I want to know more about them on a personal level, as teamwork is about connection,” she said.

Two-times Sunday Times best-selling author, Roxie Nafousi’s honesty captured the attention of the audience as she shared her mental health struggles that came after poor self-care in her 20s, and her journey to growth. “There are misconceptions about manifestation such as it being just wishful thinking and only for a younger audience; it is genderless and ageless,” she said. “We all have fears, doubts and insecurities but repeated patterns and behaviours can help form new pathways.”

Reiterating the importance of soft skills, David Lynch of the Ritz Carlton Leadership Centre closed the Summit with some sound advice. “We see three steps to great service – a warm, sincere, personalised greeting, the anticipation of your guest’s needs and finally a warm goodbye.”

With a blend of inspiration, listening and interactivity, Ignite 2023 really demonstrated the sense of community that Phorest has created and continues to build upon.