A Soho celebrity hair stylist who gave out hot chocolate shots to attract customers opened up on the challenges he faced when starting out.
Hair stylist Ricky Walters, opened Salon64 in October 2017 with the aim of creating a space to change the world of salons through a community feel.
The salon began with slow growth, but Walters thought creatively to improve this as he offered hot chocolate shots to passing people which lured them inside for a salon tour.
Walters said: “The British public are far too polite to steal a shot glass.
“Our job is to try and educate the public of Soho to bring them in and show them what we are all about.”
Due to the unique layout of the salon, with a fire pit, a cocktail bar, and seats facing each other rather than the walls, it was hard for customers to initially realise that this is a hair salon.
Salon64 gained celebrity clients as the business grew in popularity, but Walters expressed the importance of remembering they are just normal people and it is nice for him to see their careers grow.
Walters added: “They’ve got a head of hair, there’s nothing really too major that’s different.”
The business has allowed Walters to have fun and style hair for award ceremonies and magazine covers.
Walter’s biggest concern is if the hair style he has done for a celebrity falls out on the red carpet, but equally he has the same fear for a bride walking down the aisle.
Growing a business takes time and Salon64’s collaborations with fitness brands, office spaces, and music festivals such as Brighton’s On The Beach aid this process.
One of Salon64’s goals for this year is to have monthly collaborations as they allow clients to explore other businesses, which helps them grow.
Walter’s dream collaborations are with huge fashion brands as it benefits the business, but he would also love to collaborate with Percival.
New ideas help grow a business too and Salon64 created an after hours, speakeasy members club which has progressed into a private events business called Club64.
This sees the salon hosting parties with blackout blinds to conceal the front of the shop, security on the door, and a soundproof ceiling.
Clients can become Club64 members, or the salon will get to know someone and ask them to join.
Walters said: “It’s a secret party that no one knows exists.”
Another way Walter’s has decided to grow the business this year is through social media giveaways.
This launched on Chinese New Year and is called The Good Luck Club, where there are monthly prizes of a salon product or service such as a free cut and blow dry for two.
Walters said: “It’s just a way to thank our audience and have a bit of fun.”
Added to this is Salon64’s idea of selling their own products, where they create formulations using a unique intelligent ingredients system.
A lot of time was invested in creating a formula which wraps around every hair follicle.
These products can be purchased on the Salon64 website, or online at Debenhams and Boohoo.
Walters said: “It’s almost like fruit smoothies for your hair.”
Walters’ main goal for the salon is to be the next household name in the hairdressing industry, aiming to be able to stop 100 people on the street and have 99 of them know what Salon64 is.
Success has his own definition for Walters, too.
He said: “It’s something you want to carry on doing and you keep moving forward by pressing your foot on the gas to chase whatever end goal there is.”
Picture credits: Used with permission of Ricky Walters
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