Circles of Hair defied the industry norm over the last few years of COVID challenges and systemic industry change – burgeoning beyond significant industry growth and recognition, all while creating a brand that the Circles team don’t just work in, but take full ownership of. We talk to owners Sharlene Lee and Jess Del Borello about how they continue to forge ahead as a full circle salon brand, writes Cameron Pine.
From one of the most impressive salon fit outs you’ve seen following the 2022 renovation of the Subiaco salon, to the best salon website in the megasphere of the online hair world and even onto the Circles merch you see just about everywhere, it’s hard not to be obsessed with this pink, fashion-driven and next generation salon brand – Circles of Hair.
A salon owner for over 30 years, the effervescent and always enthusiastic Sharlene Lee has built a successful business brand and culture through her creativity and insatiable drive for ongoing improvement. From humble beginnings and a salon veined in graffiti, to the pink polish and sophistication you see today, Sharlene’s ability to drive her staff to reach their own state of success has not only allowed the salon to grow a profitable second location within a year of opening but has gifted Circles the claim as the largest single-salon hairdressing teams in Australia, with a staff of over 30 stylists.
Salon owners Sharlene Lee and Jess Del Borello unveil more about an incomparable salon brand that has won business awards across every major industry awards platform. Learn from this powerful duo, here.
INSTYLE: Why do you think your salon team has been so crucial to your success? How do you celebrate this with them individually and collectively?
Sharlene Lee and Jess Del Borello: The team is our brand. First and foremost, they have helped us to develop and execute the vision for the business and they are all extremely talented stylists who know how to create beautiful hair designs that reflect the Circles standard. I value their professionalism and dedication in everything they do for me and our clients.
To celebrate this relationship individually, we have a very generous commission structure that we are happy to share with other salons to show just how much some of our staff take each week in commissions. Additionally, we invest in attending industry events together so we can network and learn about what is happening in the industry around the world.
IN: How have you diversified into other areas beyond just hair services to help build the Circles brand and business?
SL & JDB: We have diversified our business into new product development and are in the process of further diversifying into education. We believe that these two areas will help us to continue to grow the Circles brand and maintain our standard of business. Our new product development efforts are focused on creating unique haircare products that reflect our style aesthetic and enhance our overall brand experience. In addition, we are also working on developing an education program for stylists who want to learn more about our unique approach to hair design and business, and how you can attract great team members to your brand and retain them! We have multiple artists who we have invested in that are able to offer makeup services, and we just recently launched our new e-commerce website which gives our clients ability to purchase online.
IN: How do you overcome some of the biggest business challenges you face?
SL & JDB: The biggest business challenge that we face is staying ahead of the curve and keeping our finger on the pulse of what is happening in the industry but also with the consumer. In order to overcome this challenge, we make it a point to attend as many events and stay up-to-date on the latest trends. Additionally, we are always looking for ways to improve our products and services so that we can offer our clients the best possible experience, and if that means stocking something new and really getting behind it, we do what it takes. We also discuss and brainstorm out every difficult situation we have together. Communication is the key to not only our relationship but also the relationship with our team.
IN: Explain some of your hot tips to building a business that can grow well beyond you as a salon owner?
SL & JDB: Firstly, stay true to your brand and vision when you first start, this will help you attract the right clients and build a strong foundation. Then, focus on quality over quantity. Next, build a team of experts that can help you build your brand.
IN: How has opening another salon continued to boost the brand’s relevance and cut-through?
SL & JDB: It has expanded our reach and allowed us to serve more clients but also given the opportunity to a young dynamic team to put their individual touch on our already strong brand. Additionally, it has helped us to improve our products and services so that we can offer an even better experience to a broader cross section of clients. One of the best things it has helped with is keeping the brand relevant, having young eyes and keeping up with the times that most salon owners fall behind in so many ways, but most of all taking risks that involve the both of us makes it super interesting and fun.
IN: What have you changed in business in the last two years so you can continue to grow at a rapid rate?
SL & JDB: In the last two years, we have focused on expanding our digital reach across all marketing platforms. In the last two years since COVID we have changed almost everything in terms of the running of the business. We changed the salon design with a significant investment to keep up with the luxury experience, changed software and looked at how we could spend more money to improve what we offer when most businesses were cutting back.
IN: How do you make sure technology and software is helping you grow?
SL & JDB: We always use the latest and most efficient tools and enhancements for the client and in-salon experience. Additionally, we make sure to train our team members on how to use these tools so that they can be as productive as possible. Some of the tools that have really been helping us are Slack as a communication platform, Cloutly for reviews and feedback and Zapier that ties the platforms and tools together.
IN: What are some of the incentives you provide to your salon team?
SL & JDB: We pride ourselves on performance-based bonuses and commission, free products and services and a focus on a supportive, inclusive and positive work environment so that our team members can feel good about coming to work every day to improve their skills and grow.
IN: How has Circles engaged the community beyond the salon?
SL & JDB: We have partnered with local charities like Ronald McDonald house. We believe that it’s important to give back to the community that has supported us over the years. Our team members are always eager to volunteer their time and talents to help those in need. We have also donated multiple salon vouchers and product hampers to local charity events in which some of our staff have also attended.
IN: What’s your next goal in terms of business growth?
SL & JDB: After just having finished renovations at the Subiaco salon we are now moving on to remodelling our Fitzgerald salon, which will allow us to serve our clients in an even more efficient and effective manner. Additionally, we are always looking to add new talents to our team so that we can continue to provide the highest level of service possible.
IN: What services have had the biggest influence on the Circles growth?
SL & JDB: We always ensure our colour services and product offering is market leading. Our talented team of stylists can provide our clients with the latest trends and looks, which keeps them coming back for more, especially our colour transformations and colour corrections, using L’Oréal Professionnel technology. We plan to grow our newest Fitzgerald salon by extending and adding in ten more styling chairs. This will also mean we will employ new team members.
IN: Do you have a vision for the Circles brand beyond today and will you encourage more hairdressers to partner with you from a business perspective?
SL & JDB: We are always looking for new opportunities to expand the Circles brand. We believe that our model of partnering internally is a great way to grow the business while still maintaining the high level of service and quality that our clients have come to expect from us. It’s all about finding the perfect partner, but it’s about the dollars too.
For more information visit www.circlesofhair.com.au
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