Consistent, high-quality customer service is the backbone of any great salon. But it’s not always a given. That’s why guests of J Gold Salonin Atlanta, Georgia, are loyal—they receive a premium experience from start to finish, every time they visit.

J Gold Manager Griffin Sutton is an eight-year veteran of the salon industry, logging his last three years at J Gold. 

“We pride ourselves on a laid-back, luxury atmosphere,” he says. “But it’s our service that really sets us apart.”

The Gold Standard

J Gold is located in the Buckhead area of Atlanta, a neighborhood filled with boutiques, high-end restaurants and beautiful salons. J Gold owner and award-winning stylist Jessica Goldstein focuses on creating a welcoming atmosphere in a relaxed, luxurious environment so no client feels intimidated by the salon experience. 

“We really pride ourselves on the services we provide our customers, and we can deliver that because of the service we provide our own team,” Sutton says. 

Leading by example and constant conversation around service contributes to the consistent, first-class customer service J Gold delivers. 

“Our team is always discussing how to ensure we’re providing the experience our guest wants,” Sutton says. “We ask ourselves how we can always do better, and provide regular training to the team to stay current.” 

For guests, the experience begins the moment they book an appointment, whether it’s via the J Gold website or a phone call. 

“We want the experience to be consistent from start to end,” Sutton says. “It’s elevated luxury, but very personal. We get to know our clients; and all our team members, from the front desk to the stylists, are invested in developing a relationship with them.”

He adds, “There are many salons where you can go to get great hair in a gorgeous environment, but they aren’t developing relationships—that’s what sets us apart.” 

Perfect Partners

Building a successful business also hinges on finding the right partners. At J Gold, Sutton says Boulevard, with its strong focus on a premier client experience, has been the perfect software partnership. 

“I’ve used several platforms over the years, but Boulevard is the best for our business,” he says. “They have taken not only the client experience, but also the business experience, and made it user friendly and visually easy to understand.”

Sutton adds, “It’s so simple for clients to go online and book or reschedule themselves, which has played a huge role in our retention numbers.” 

And the J Gold team loves Boulevard just as much as its guests do. 

“It’s easy to train employees on Boulevard, and there’s an app for stylists that gives reports on all their numbers—service, retail and more.”

As a luxury, experience-focused salon, J Gold also chose to work with American Express.

“American Express Card Members are brand conscious and loyal, which aligns with our clientele,” says Sutton. “We know that American Express Card Members prioritize high-quality services and experiences. They spend more on an average ticket at our salon through higher-priced services and retail.”

“Accepting American Express makes it easy for us to cater to guests who value those luxury experiences.” 

As an American Express-accepting salon, J Gold has access to insights, marketing, and free signage and supplies to help them run and grow their business. J Gold lets its guests know they accept American Express through signage in the salon and on confirmation emails. 

The J Gold Vibe

Salon clients in the Buckhead area have many options to choose from, which makes marketing a vital component of the J Gold story. 

Like most businesses, the salon relies on social media to help reach clients and build relationships. 

“Jessica, the owner, does a great job educating our guests about the salon on social media, and we also use influencers to spread the word,” Sutton says. 

“Using influencers we like and trust to get services and post content is far more effective than a billboard on the highway,” he adds. 

The J Gold team also makes a point to make connections on social media, responding to comments and engaging on posts. This also applies to email inquiries and calls. 

“The front desk is trained with specific, elevated language to speak to guests who call the salon,” Sutton says.

Systems in marketing, guest retention and service make the salon experience consistent for every guest and team member, but job satisfaction is also a huge priority.

“We come to work and have fun,” Sutton says. “We enjoy our jobs and the people we work with. Jessica and I are laid back leaders. Our team has goals, but we don’t micromanage–we want them to enjoy coming to work.”

Clients also enjoy a warm, welcoming experience in the luxury space. 

“Often, a guest will find her best friend or neighbor sitting in the salon chair next to her,” Sutton says. “And if they don’t see a friend in the salon, they’ll leave with one. Everybody is a friend here.”

Ready to level up your salon’s customer service experience? Click here to learn how American Express can help support your salon.