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Featured Salon October
Posted 10-01-2009 12:27 pm by

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October’s Featured Salon: A Peek inside James Alan

James Alan 1Some salon owners rise through the ranks of stylist before transforming their talents into salon ownership. Not so for Matthew Farifax, owner of James Alan Salon. He took a much more roundabout way of getting there. With Matthew’s background in human resources, communication and consulting, we wondered how he came to own a large, successful salon. “I married into it,” says Matthew, “My ex was a stylist and co-owner of James Alan Salon when I met him in 1987. 12 years later, we bought the salon and finally I bought him out in 2007.” This week we sat down with Matthew to learn more about the success and methods employed at James Alan.

You’re not a stylist yourself, how do you mesh well into the salon world?
Firstly I love the creative, fashion and style aspect of the industry. Plus, my background is all about people and so is the salon and spa industry.


What is the best thing about James Alan Salon?
Definitely our team and our connection with the community.

Why did you name the salon James Alan?

The former owner’s middle name was James, and my former partner’s middle name was Alan. They put them together to form James Alan, so there really is no James Alan and that makes it easier if we sell the salon someday. Plus it’s a great name.

 Do you have a philosophy or design aesthetic you ascribe to?James Alan_Stylists

Personally my look is minimalist, clean. I’m all about the set up of things allowing the energy to flow. Right now our dispensary doesn’t flow right. In creating workable spaces that flow I like to have things that move easily, which is why our mirrors/station dividers are on casters.

What product lines do you carry? (This doesn’t have to be limited to Salon Services lines.)

We carry AG, Loma, Pearitin, Brocato, Dermalogica, Pre de Provance Soaps, IM hair accessories, Youngblood and Moroccanoil.  We just recently found out about Moroccanoil’s full line. Once we got it in we did $1,000 sales of it in one week!  And we carry Towel Dry, a new men’s line that we actually helped  to formulate.


How do you choose your lines?

First of all we look for things that are carried by Salon Services, and I’m not just saying that. We think Salon Services offers the best lines, and we have a great relationship with them. It’s all about relationship. Also, A) the products have to perform, B) have great education to support them, and C) look great on the shelf.  Shelf appeal is very important.

 

Click on to read more!

 

You are one of our (actually THE) top purchasing AG salon, what do you love about AG?
I personally love the support and education. We were actually one of the first salons in the US to have AG. That was a long time ago, but I think AG is still on the move.  Also people love it – the smell, the performance, everything. And it’s easy to sell; it’s our #1 seller.

What are some of your go-to AG products that you love to use? 
Since I’m not a stylist, I asked Andrea, one of our stylist. She said she loves Ultra-Moist, Renew, BigWigg, Wax, Thermal Spray and Varnish. Just don’t drop Varnish on the floor – it’s an accident waiting to happen!

 

Do you have a favorite, secret cocktail of products you like to use?

Andrea loves to use Deep Conditioner, UltraMost and Varnish on thick hair. Re:Coil and details for curly hair, OR Re:Coil and Hard Gel used separately.

 

What are some of the events/promos you have during the year?

We do Client Appreciation days where we offer small comp services and discounts on products. We also do community outreach – shut down the salon and work on various charitable causes: tent cities, child resources and other groups in need. We just had a Shave & Wine party to introduce the Dermalogica Shave products – which we targeted toward gay men. The next one we’re going to target the wives of straight men to get them to buy for Christmas.

Speaking of Christmas, what sort of holiday retail offerings will you have?
We’ll definitely be doing a lot of Kevin.Murphy – they’re gift packs are gorgeous and can also be used for Valentine’s day, etc. Brocato is the same way, they’re party trios are not too Christmas-y looking. We also do Loma Candles, we do those every year.

 Do you feel education is important for your staff?

So important. Once a month one of our team meetings is scheduled around Product Knowledge. Three of our stylists went to the Sam Brocato seminar in New York, and two more are going this spring. We also do a HUGE company retreat that’s a big part of our education.


What is your favorite services to perform?
Andrea’s favorite is haircuts, which is our #1 service. Our stylists also love being creative with color.

What is your favorite services to receive?

For me my favorite would be facials. They’re so relaxing, yet I feel very productive – and extractions are a must. We have a new esthetician, Ed Leiman. He’s amazing, you should go see him.

As a business owner what is the hardest part of running a salon?

Maintaining balance in my different careers: Salon owner, James Alan Foundation, Consulting – and making sure my team feels that they’re a part of everything I’m doing.


If you weren’t in the salon business what would you be doing?

I can’t even imagine. I think I would always be in the hair, fashion or entertainment industries. This industry meets all my driving needs.


What is the greater purpose of James Alan?

We enhance lives, both internally and externally.


Where do you see James Alan in five years?

In our new salon. We’ve been working on a ten year vision, but in five years we’ll be in a 4,500 sq foot space [current space is 1,700 square feet], 20 styling stations, 3-4 treatment rooms and be generating $4 million and be running the James Alan Foundation, which is our global outreach to help Cambodia [the fight against child prostitution] and provide scholarships.

James Alan_Merchandising

Don't forget merchandising to remind clients of your great products!


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