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Featured Salon for August 2009
Posted 07-22-2009 1:29 pm by

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Do you compulsively Tivo Split Ends? Find yourself suckered into watching marathons of Shear Genius? It's only natural as an artist to wonder what others - friends, coworkers, competition - are up to. Thus, Salon Services has decided to give you a voyeuristic glimpse into one featured salon a month.

ONE STYLIST, TEN QUESTIONS
Alberto Ruiz, Switch Salon OwnerThis month we spoke to Alberto Ruiz, owner and creative director of Switch salon in Salt Lake City. Alberto began his career in 1980 as a makeup artist in his native Puerto Rico, at the tender age of 16. He became licensed in 1982 and began his professional beauty career. Here Alberto gives his thoughts on the industry, his salon and keeping things fresh.

1. What inspired you to get into the beauty industry?
I love my job. I LLLLOOOVVVVEEE what I do. I'm like a therapist. I help people express what's happening on the interior and help bring it out through their appearance.


2. Why do you call your salon Switch?
Because we change everything. Our concept is about changing style, changing attitude, changing perception. Creating a total transformation, a total switch.


3. What is the average Switch customer like?
Open-minded, forward-thinking people who are ready for change - they have to be because we're brutally honest.


4. How do people typically hear about Switch?
Mostly referrals. People like that I offer a holistic experience that encompasses everything about their life and appearance.


5. Has Switch been affected by the economic downturn?
Nada. Not at all. We're thriving. We're in the business of making people feel good and they need that right now. People would rather do something to feel beautiful than splurge on the latest Marc Jacobs bag. Speaking of which, those have actually gotten pretty cheap...

 


Switch Salon6. What promotions do you do in a typical year?
Right now we're offering a Stimulus Package - when client pre-book they save 10% off their services - this lets them save money and builds loyalty.
We also offer kick backs for referrals, sometimes have discounted products with service or add free treatments with services - like the Kevin Murphy Therapy Center treatments.


7. What is your philosophy toward retailing products?
My philosophy is first you discover the need of the customer and then find a solution - usually a haircut with a product. I believe you should always support your services with products, so [the client] can recreate the look.


8. What do you see as a challenge to the beauty industry today?
More hairdressers, so many beauty schools, a hair salon on every corner! Beauty schools crank out hundreds of students and many won't make it, I think they should probably be more selective. When I speak at schools I ask, "How many of you really love what you're doing?" And only about 10% raise their hand. Everyone who didn't raise their hand might as well go do something else.


9. What is the salon industry's biggest challenge?
When stylists stop learning, when they're not open to try something new, when they think they've seen god. Ego! Definitely ego.


10. What is the best business advice you would give to other salon owner?
Always keep yourself open and look for whatever is new and fresh.

 

Visit Switch Salon online, http://www.switchsalon.com/

 



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Posted 07-24-2009 4:22 pm by Anke Johannsen
I went to Albert's salon a couple of times, and it truly was a transforming and uplifting experience each time! Too bad I currently live in Germany, or else I would go there regularly! I can only recommend for anyone to go and have the switch experience! You will love it!  

Posted 07-23-2009 12:05 pm by Crary
Alberto, your salon is amazing! There is so much love and light that I left feeling more loved and shining brighter with my new haircut! This article is FAB just like YOU!  

Posted 07-23-2009 9:56 am by Maria
I have been lucky enought to work for Alberto Ruiz for 3 years! he is deffinetely a guiness in what he does! his clients love him, his staff loves him! he has so much energy and is fun to be around! 

Posted 07-23-2009 9:19 am by Shelley Bowles
Next time I'm in Salt Lake City I am booking an appointment! I love the reasons behind the name "Switch" and the philosophy of changing perceptions and attitude towards "self". A great style and products to support the style go a long way in looking at yourself in the mirror everyday and making the inner changes too.  

Posted 07-23-2009 7:41 am by Cassie
Alberto, As always you truly inspire me with your confidence, talent and pure kindness. I loved reading your article and love seeing your updates! 

Posted 07-23-2009 12:14 am by Angelina Gill
Alberto!
Very well put! Loved the way you handled yourself in your interview~ Kicking butt all over the town of Salt Lake City... Switch Salon rocks!

Glad to hear your keeping your had above water during these tough times. That says alot about your business.

Loves and big hugs
Angelina~ 

Posted 07-23-2009 12:09 am by Natasha C
Hey! This is a great interview!
I have had my hair cut by Alberto before and I absolutely loved what he did with it. Unfortunately he is in Utah and I am in California so getting him to cut my hair on a regular basis is tricky. So instead I cut my own for now since I only went to one hairstylist, after Alberto, in L.A. and they totally didn't do what I wanted. So I must save and wait till I see him again in Utah.  

Posted 07-22-2009 10:57 pm by Derek Cook
I loved this article about Switch Salon and its artistic director, Alberto Ruiz. It sounds exactly like the kind of place I would love to be a client and experience my own switch and transformation!!! 

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