RISE WITH RED

Jordanna Cobella, Wella Colour and Trend Ambassador, shares how Wella is powering salon success through their Wella RED programme

From appearing on global stages to embracing AI-fuelled creativity, Jordanna Cobella tells us how the Wella RED programme has transformed her business mindset. She reveals the power of stepping outside the salon, finding inspiration in the industry, and why future-proofing means finding ways to embrace AI technology.

Can you tell us about your journey with the Wella RED programme?

I first started going to Wella Red events a few years ago and I found it invaluable for my business. Too often salon owners are stuck in a cycle of tackling the same business problems with outdated solutions. Gaining a new perspective on a business struggle or challenge can spark fresh ideas on changing things up and solving problems.

What has been the most valuable aspect of being a RED customer?

For me it's two-fold. One, gaining insights from outside the industry is fantastic because it allows us to adopt proven solutions and ideas from neighbouring industries and encourages us to stay agile when facing business challenges. Two; RED events allow me to be part of something with my salon manager and gives us the quality time we deserve to step out of the salon environment and have space to brainstorm and see our business from a different angle.

You recently attended Wella’s Destination event in Malta – how was that experience?

I was SO grateful to go to Destination. I pitched an idea to the global team at Wella and they loved it and made space for it in their schedule. I am so grateful for this opportunity. It represented years of manifesting and setting up your own opportunities rather than expecting them to find you. Destination is a creative outlet and it provides a talking point for the clients in the salon.

At Destination, you were part of an AI workshop tied to Wella’s 2025 trend, ‘Surreal Colour’. What were your biggest takeaways?

Colour can be inspired by AI but ultimately it will always be in the hands of the hairdresser. Hairdressers shouldn't be threatened, just use it and see it as another form of inspiration – like Pinterest. I'm bringing the SURREAL COLOUR trend to life in my salon by talking about super blended colour with my clients.

What advice would you give to other salon owners or stylists who want to future-proof their business?

Be agile – combine being a marketeer, a psychologist and a hairdresser all in one.

Why do you think Wella, a brand deeply rooted in community, continues to be the partner of choice for hairdressers?

If you want to take your hair business to the next level, RED events like Business Network Live are perfect. It's fantastic to have these opportunities with Wella and they have become an invaluable part of my business. Community is at the heart of a hairdressers ethos – we are energised by people. It helps so much with problem solving, building stronger businesses and being inspired always derives from networking.