A PASSION FOR HAIR HEALTH, STYLING AND HYDRATION!
CEO and Founder of EVY PROFESSIONAL, Tracey Bezzano Lauretta owned a successful hair salon for almost 20 years and when she was approached to get involved in education with straightening and hair tools, she found herself frustrated with the offerings at the time.
Knowing the changes that needed to be made she started with a small sub line called EVY and then soon after, rebranded as EVY PROFESSIONAL creating the now iconic brand for stylists by stylists. The rest as they say is history!
Celebrating a 10 Year anniversary this year, the EVY mission is to empower hair professionals by providing innovative, high quality hair care tools that enhance the artistry of hair styling.
“We are dedicated to delivering products and services that elevate the styling experience whilst promoting the health and vitality of hair,” says Tracey.
We caught up with Tracey off the back of her 2nd AHIA Best Electrical Tool of the Year to talk about her award winning products, her passion and love for the industry and how she is on a mission to help stylists create beautiful hair, using hair tools which compromise the hair health and hydration.
Tracey, how has the company evolved since its inception?
There have been both great and tough times going through the COVID world shut down especially being based in Melbourne was certainly challenging.
For me it’s always been about the salons and stylists and how they can benefit, whether it’s making a smoothing / nanoplasty system that is 110% SAFE for both the stylist and the consumer or a tool that salons can use retail and make money. I am always on the go 24/7. I love the industry and the benefits of being in it but the reality is it’s not always easy - doing this without partners or investors can be challenging at times and overwhelming - but there is no choice but to keep on going! I’m always on the lookout for new and innovative products I can bring to the industry to make things better, easier, healthier and love working with all of my salon partners seeing their success.
Also, I’m proud to say we were one of the first to use “Mineral Infused Technology”. Many are trying to now do the same, but I know ours works – it’s a see and feel thing.
What sets EVY Professional apart from other brands in the hair salon tools marketplace?
I honestly believe it’s the ‘no gimmick’ approach. We are the “people’s brand” and have brand protection for our partners and stockists. I do not allow retail / online stores to undercut the retail price of the product to disadvantage salons and as an ex-salon owner and ‘on the floor’ stylist it is super important to me truly support the industry in being able to retail and MAKE money with the tools they on-sell. My passion is to assist salons in selling to the end consumer through the professional salon market, allowing them to make a great margin and profit. I mean $100 on an iron is like 5-10 bottles of shampoo!
Why not retail the tools you are using instead of competing with the major stores Myer, Savoir shop etc who are selling less than salons by sometimes with some brands!!
I really want salons to lose the mentality of “you clients do not want to buy tools”. Everyone buys tools, if they do not buy from the salon they will buy from someone else.
What are the key features of your award-winning electrical tools that you believe contribute to their success? Hands down easy to use - no gimmicks. Made for professional use and also for the end consumer. Just simple, ergonomic and easy to use. Value for money with great technology that works.
Captions:
2024 AHIA Best Electrical Tool with Ambassador Sam James
Ambassador Wade Ambler
Ambassador and 2024 HOT SHOT Domi Novella
