Aveda is aware that our industry has changed, that it is more difficult to remain profitable and relevant in today’s world with increased expenses, a generation with new thinking about work/life balance and guests who have increased their expectations in response to our increased prices. Having been at this for nearly 40 years, I know many of you will agree with me that it is vital for us to re-look at our business model, evolve or (for some of us) maybe even need to completely reset our thinking about how we do business, train our teams and serve our guests.
I’d like for you all to consider using this page to ask the tough, productive questions, contribute more positive solutions and focus less on things that don’t really directly affect what happens within our four walls. One example is the complaining about Aveda and their discounting, etc. They have explained their thinking ad nauseam, and the only ones who can address those complaints are the Aveda marketing and salon relations teams. I can supply anyone who needs their contact information so you can be heard by the people making those decisions. Complaining to people who have no power to effect change reminds me of our salon rule to, only “fuss up”. Meaning, we only complain to the person(s) who can help or influence that change. This page is now dedicated to lifting each other up and that includes the brand to which we have committed.
Nine of us have recently been trained and certified to become Purefessors teaching Benchmarks for Revenue, Profit, Culture and will be meeting again soon to create more curriculum all aimed at helping us grow and claim (or reclaim) our position as leaders in our industry. We are honored to share what we learned!
I changed the banner to reflect Aveda’s new perspective on their directive to reestablish that we are THE brand of CARE and I hope you agree that it is a fabulous direction towards which to grow. I’m very encouraged with the recent naming of Shane Wolf as the new President, the fact that he is a hairdresser and already has a reputation for a high level of CARE is really encouraging.
Even though I’m “one of the old guys” and I hear so many in my position who are planning their exit strategy, I feel like I’m starting over and I can’t tell you how excited I am about our future and strategizing together to elevate who we are and what we do. We are going to thrive in 2025 (did I just coin a phrase?), be more profitable, grow our teams and revenue as we show how an Aveda salon provides a luxury service experience and sets the bar for the industry.