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SEARCHMalcolm Sillars, a veteran distributor sales consultant, wanted to put his industry knowledge to work and open his own salon. He combined his business skills with the creative talents of stylist Jan Marie DeDolce and, undeterred by a tough economy, opened the doors of Teeze Salon in Lyndhurst, New Jersey in August 2010.
An interesting duo team up to open a new salon venture.
TEEZE SALON
Lyndhurst, New Jersey
In business: 9 months
Number of employees: 10 stylists and one esthetician
Product lines: Lakme hair color, Beauty Addicts cosmetics, Bio Ionic, Label M
Malcolm Sillars, a
veteran distributor sales
consultant, wanted to put
his industry knowledge to
work and open his own salon. He combined
his business skills with the creative talents of
stylist Jan Marie DeDolce and, undeterred
by a tough economy, opened the doors of
Teeze Salon in Lyndhurst, New Jersey in
August 2010.
ST: What made you decide to
open your own salon?
MS: "After 14 years as a sales consultant for
DePasquale, I had helped a lot of salon owners
with design, product selection, education
and business training. When my friend Jan
Marie De Dolce, a stylist and former salon
owner, asked if I had ever thought about
opening my own salon, I said I had, many
times. After a lot of thought and discussion,
we said, ‘let's do it.' Jan has all the technical
and creative skills and I have the salon
business knowledge. Individually we might
not make it, but I like to say that together
we are deadly."
ST: Did you buy an existing
salon or start from scratch?
MS: "We started from the ground up. I designed
the salon from the bare walls working
with an architect and contractor. I knew
exactly what I wanted-a New York SoHo
feel in the suburban town of Lyndhurst. I
had a lot of experience helping salon owners
design spaces and furnish them and I was
able to work out exactly the effect I wanted
in design and decor. For example, we have
curved walls between stations giving clients
more privacy. We carefully considered all the
elements of design and color in our reception
area, the color bar, lather lounge and spa and
spray tan rooms.
I selected Lyndhurst for our location because,
although it is a middle class community,
it is expanding and becoming a more trendy
New York commuter town. The demographic
here is accustomed to New York City style,
and we promise our clients that we will deliver
that same level of talent and service.
I spent a long time negotiating a good lease
and even met with the mayor of the town. I
ultimately obtained a great 10-year lease."
ST: How did you promote
a new salon in this tough
economy?
MS: "We opened in August, and in September
we were paying all the bills and the business
was growing. We keep our services priced so
that we never price a client out of the salon.
We have established a European styling level
system at Teeze. This makes our pricing flexible
depending on the stylist's artistic level.
We never stop designing new promotions.
We print 4x6 inch cards that are distributed
in local shops and restaurants. We created a
promotion that looked like a traffic ticket and
distributed them at the local police station to
offer discounts to police officers. The promotional
cards all show off our salon decor and
many feature a photo of one of our stylists
on the back or photos introducing Jan Marie
and me to prospective clients. They can be
redeemed for 15 percent off any visit, $20 hair
cuts for men on Tuesdays, a complimentary
deep conditioning treatment or blow out, to
name a few. We have kitchen facilities in the
salon and clients don't believe me until I bring
out the cookies I bake myself. We try anything
we think will help grow the business.
"We created a beautiful 2011 wall calendar
featuring photos of various salon interiors and
staff members. Each month has a coupon for
a special offer like February's "Show your
hair some love" offer for 20-percent off a
Macadamia Oil treatment, a July offer on sun
care products and a September back to school
offer for 20 percent off all blow dryers and
irons. You do have to spend money to make
money and we are constantly reinvesting in
our salon and our clients."
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