Nestled in the heart of Birkdale Village and only a short distance from the beaches of Ainsdale and the promenades of Southport is REECE. BIRKDALE – a salon which combines stunning client experiences, brand partnerships and of course a unique aesthetic. Welcome to Salon Direct’s Salon Design of the Month.
We spoke to REECE. BIRKDALE’s owner Liam Reece to find more about his thoughts and approach to salon design.
How did your salon begin?
In 2013, after many amazing years at Toni&Guy, I saw opening a salon as my natural next step. I have always been really driven and so, at the ripe old age of 23, took a leap of faith, opened REECE. BIRKDALE, and have never looked back.
How did you decide upon the aesthetic of your salon?
My vision for the salon’s aesthetic was to create a space that offered our clients a complete escape.
I wanted the aesthetic to represent a contrast between opposites; an industrial vibe and an earthy essence. It was essential that the space be gender neutral, welcoming and contemporary.
Collaborating with the amazing NOVA Creative Studio, our inspirations were reflected in the salon’s colour palette, furnishing and overall branding. On entering the salon you are presented with an aesthetic and atmosphere that exudes calmness, peacefulness and serenity – totally ‘zen’.
How do you stand out from your competitors?
REECE. BIRKDALE is a space that welcomes everyone with open arms, as illustrated by our hugely varied clientele.
We are not a salon that excels in only one styling niche. Instead, our team has a vast skill set and we invest in continual education on the latest trends and techniques.
Our clients love coming to the salon for the full professional and personally tailored experience we provide. The moment a client enters the salon, our aim is to make them feel instantly at ease.
We have carefully considered every factor of a client’s journey with us; from the first port of call, our social media, the services we offer, the atmospheric chilled music, the sensory scents, even down to the client’s choice of Netflix whilst at the hair spa.
Above all, I am proud to say we have built our reputation by providing exceptional customer service and relationships.
How do you think social media has influenced our industry?
(Pictured: Lotus Corby Styling Chair Brown).
I think social media has influenced our industry massively.
It not only allows us to create a great digital portfolio of our work to entice new clientele, but it also allows us to engage with our current clients and build a genuine community.
We use social media as a tool to showcase our work, connect with clients and keep them up to date with everything REECE. BIRKDALE. We do our best to keep our Instagram page engaging, transparent, innovative and creative. We are constantly developing new ways to showcase our work in ways that are unique to us.
Social media allows us to instantly communicate our brand personality, talent, values and so much more.
Although I create the concepts and capture the content, I am thankful to have NOVA Creative Studio on my team to manage the salon’s socials. I could not imagine a world without social media (or NOVA), now.
How do you keep up to date with the latest industry trends?
Education is so important; we never stop learning!
Like most people, I can spend hours upon hours scrolling through social media, getting lost in content from so many different hairstylists from across the globe.
We also take inspiration from runway, events and media. Who doesn’t live for MET Gala pictures?!
What are some of your favourite products and tools to use in the salon?
REECE. BIRKDALE’s own styling range of course! It goes without saying, the ever-popular Olaplex range (No.6 especially) and the forever faithful UNiqONE – I have still never met anybody who doesn’t adore this product!
Tool wise, I could not live without my Label.M. Hairdryer – I have used these dryers since I began hairdressing and I have tried others. But, I find these are by far the best! I must also mention my WAHL 100 anniversary clippers, they’re such high quality!
What do you think makes a successful salon?
Always remember your client and their needs are the priority. Do not deviate from your brand values – consistency is key. Also, you are a product of your environment. Surround yourself with the best of the best to elevate you and your salon… do not be afraid to change something if it’s not working, no matter how big or scary it may seem.
What advice can you give to others wanting to open a salon?
I am the first person in my family to open a business. I did not have anybody to tell me what to do, how to do it, or what to really expect. I had to learn as I went along and I have still got so much more to learn. If I could give 23 year old me any advice based on my experiences, it would be:
“You’re going to fall into a deep and obsessive love with a business you think of as your baby; it will become your world. You will experience and understand the true meaning of hard work, stress and anxiety. You will also make difficult and unpopular decisions, so extend yourself a little grace. Remember, each moment helps you grow as a person, so enjoy the journey. Keep your sensible financial head on at all times and grow your business slowly.”
What can we expect from you in 2021 and beyond?
REECE. BIRKDALE is in such an amazing stage now; I have never been happier with the business. I am really excited for the future.
There are certainly a few projects on the horizon, but as the saying goes ‘watch this space’…
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