Can you tell us about the development process for your products? How do you ensure quality and innovation?
It’s a huge process trying to find products that are different and have the same key features that we require such as keeping the hair in optimum condition. Manufacturing is not easy and with anything there can be issues that may arise – so that is something that needs to be kept on top of with constant communication with suppliers, constant vampire hours working in different time zones! I personally test a lot myself and in house with the team to get both the professional and consumer feedback. I will wash my hair and then in the shower analyse, sleep at night and come up with an idea or a selling feature. My chemist is even worse always wanting to tweak and ‘make it better’. Sometimes I am not sure who of the two of us is crazier. We all wake part in moving products – even my son Julian came up with the name DigiForce!
How do your complementary products, like smoothing treatments and accessories, enhance the overall experience for professionals?
Same as the tools – everything is about making the salon experience safe and easy. The smoothing world is crazy at the moment with new terminology, keratin, nanoplasty, smoothing etc. For me I will not over promise anything but what I will promise is 1000% safe for the salons to ensure I am not responsible for an illness in 20 years’ time. I always wanted a smoothing/keratin nano system that could give you longer lasting results without the risk of affecting our future health.
Why did you choose to focus exclusively on the professional salon market?
I am sure that diverging in the direct to consumer market and big chains could be easier and more profitable – but really want to see salons make money from sales and enjoy a safe work environment and future in regards to our smoothing.
How do you build and maintain loyalty among your professional salon clientele?
I think the fact that our salons and clients know there is a face and team behind the brand that is heavily and personally invested. I am always available and as my team will tell you – constantly break rules to keep people happy (I drive them crazy for sure!). I have many that have supported me since the beginning and seeing some really big names support me is amazing when I know they could have been more driven and move away.
Are there any upcoming products or innovations that you’re particularly excited about?
OMG … the beautiful Mary from Davroe told me it takes around 3 years to repackage – no way I said … well 3 years on – we are now almost there!
E smooth is being repackaged to be more in line with the EVY branding and with more products in the pipeline – improved and updated formulations – it is amazinggg!
With the tools I am always on the hunt for new things that are unique in their own way and not just another small dryer …. so that’s on the cards and who knows what else I will find on my travels … stay tuned!
Our e smooth is so easy to apply – it’s insane and the process is clean and SAFE. I love the challenge to try to push the boundaries without the excessive heat and passes that some are doing. Why would anyone want a semi system to last 6–9 months? It makes no sense to me. Safety and ease of application is far #1 priority for us always. Having close family members pass away with that #R is paramount that we do not add extra poisons into our space!
You have supported the HOT SHOTS Team for many years, why do you think mentorship plays such an important role in the hairdressing industry?
Supporting the up and coming is so special to me as I have watched and seen many of the original Hot Shots grow to be bigger and better than can ever be imagined – it’s an honour to support to grow the drive and talent of these guys.
How do your ambassadors contribute to the brand, and what qualities do you look for when selecting them?
With Ambassadors – I look for those that truly love the brand and not paid to say they love it. I love those that share the love for the hairiest feedback. I believe genuine love is visible because those stylists do not need to be told to brand and will give me honest feedback.
What accomplishments are you most proud of, besides the awards for your tools?
I think being able to know we have got to the 10 year mark and still here.
How do you stay inspired and motivated in your work?
It’s sometimes bloody hard! The pressure to get everything done and being a Leo and a mother, learning to delegate is difficult. Allowing myself real time off is always a challenge and something I am focusing on!
What advice would you give to aspiring entrepreneurs in the hair industry?
Just follow your heart and your dreams. Only surround yourself with like-minded people who inspire you OR those that are inspired by YOU. Always remember to enjoy the rewards of your hard work and to not be too tough on yourself. It will all work out in the end and if it has not worked out, well it is not the end.
For me it’s about success and knowing that all the hard work and sacrifices have been worthwhile and that I am respected. I never chase money – if you are successful money will follow.
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