#SBAwards: Our 2019 Male Grooming Winner Talks Success
JACKS OF LONDON HAS BEEN TAKING CARE OF GUYS’ STYLES FOR THE LAST 25 YEARS. A FEAT THAT’S SEEN THEM CROWNED SALON BUSINESS AWARDS MALE GROOMING SALON 2019. WE EXPLORE WHAT’S BEHIND THEIR SUCCESS.
Jacks of London was founded in 1994 by Sue Whitehead, a salon owner who recognised even then that most men preferred an all-male environment over the unisex salon experience. She opened her first store in Wimbledon, and the business has since grown solidly to eight stores.
“I initially converted part of my salon into a barber store with a separate entrance. It was hugely successful, so in 1994 I closed my unisex salon and opened a barber store seconds from Wimbledon station. I also decided on longer opening hours to fit around my male clients so they could come before and after work.”
Flexibility For Men
This was hugely radical in those days, when there were no high end barbers who offered such flexibility to men, but that wasn’t all they did: “The branding is modern and male, combining classic with contemporary,” adds Sue. “We have huge Chesterfield sofas in the wait area, a games area, non-stop sport on large screens as well as maleoriented products to browse through. The red traditional barber seats are a major focus too, top of the range and characterful, and the team are given constant training on how to give their best to every client, every visit.”
So what does Sue think is behind the brand’s success?
“Listening to our clients and our team so that we can deliver what they want,” she says. “Our clients want a good selection of services from superb fades to threading a sharp cheek line, in a comfortable, cool environment where they can relax and be themselves. Our team want a nice environment in which to work with good team mates, excellent opportunities to flex their creative muscle beyond the chair and regular, on-going training so they can deliver for their clients and win awards.”
Now 2019 marks 25 years in business for Jacks of London and they’re celebrating with a year long campaign with Prostate Cancer UK. “We decided to mark our 25 years by giving back,” said Emma. “We wanted to do something other than just celebrate our birthday and prostate cancer chimes very personally with us. Family and friends as well as clients have been affected.”
The year will see them educate their barbers and clients, as well as sell the charity’s iconic ‘Man of Men’ pin badges.
Feeling inspired by their success story? Enter the 2020 #SBAwards Male Grooming category here