DEBATE
"Should your name be above the salon door?"
Three salon owners discuss whether a personal name or a brand is the key to long-term success
SUSANNAH RICHARDSON, BUTCHERS
1 We originally viewed a derelict butcher’s shop in Hackney with plans to turn it into a salon. Although we never got the space, the name refused to leave us. It felt honest, raw and a little unexpected. There’s also a playful twist because a butcher is exactly what you call a bad haircut, so we leaned into the joke. People smile when they hear it and, more importantly, they remember it.
We’ve learned that you grow into your name. A personal name tells clients to come and see you, whereas a brand invites them to be part of something bigger. When guests walk into Butchers, they aren’t simply booking a stylist. They’re buying into our philosophy around hair, sustainability and how we want people to feel when they visit the salon.
That approach has helped us build a reputation that belongs to the whole team rather than one individual. It’s one of the reasons we’ve been able to grow into the world’s most sustainable Aveda salon collective instead of being centred around a single hairdresser.
A strong brand can expand into new locations while keeping the same identity and values. If your own name is above the door, the business is always tied to you. A brand removes that ceiling, gives your team something to belong to and creates a story that’s much bigger than one person.
MARK WOOLLEY, ELECTRIC HAIR
2 When I worked at Saks, I saw first-hand how powerful a strong brand could be. It wasn’t just about the name – it was about the values, culture, communication and opportunities it created. When I opened my own salon, I knew I wanted to build a brand rather than put my own name above the door.
I remember telling Trevor Sorbie the name Electric and he initially thought I should use my own name instead. Once I explained the concept, he understood. Electric was never about one person. It’s about creating a culture where the team feel part of something bigger, build confidence and develop their own careers.
Having a brand has also given the business room to evolve. Our Brighton salon operates with an employed team, while Electric Space in London offers a community for independent stylists. That flexibility wouldn’t have been possible if the business had been centred around me.
For me, a brand creates opportunities that extend beyond one person’s career. It allows the business to grow in different directions without losing its identity and gives the team genuine ownership.
Hopefully, Electric will continue long after I’m gone, providing future generations of hairdressers with a place to learn, build careers and feel part of a community.
DANIEL RICE, DANIELS
3 My salon is called Daniels because I believe a business should have an identity that’s directly connected to the person behind it. For me, my name represents everything I stand for: quality, dedication and professionalism. A more generic salon name can sometimes feel anonymous, whereas putting your own name above the door shows you’re prepared to stand behind your work.
I think clients respond to that level of accountability. They know exactly who’s responsible for the standards they’re buying into. You see the same approach across other craft-led industries, where businesses are often named after the artisan. That personal connection creates trust and reinforces the perception of quality.
Of course, that doesn’t mean everything depends on me. I train every apprentice to deliver the same standards, so even if I’m unavailable, clients know they’re seeing someone who understands my approach. Consistency is what builds confidence and long-term loyalty.
Having your name above the door brings pressure because your reputation is always on the line, but I see that as a positive. It keeps standards high and reminds you what’s at stake every day. If I started another salon tomorrow, I’d use my name again without hesitation. It shows confidence, accountability and a genuine belief in the business you’ve created.