MENU
SEARCHDetermining your target clientele is a key decision every salon owner makes. Is it a beneficial business decision to cater your salon to a particular niche? Three salon owners share their different opinions on this topic. Who does your salon consider its core clientele?
Bambi Montgomery, owner of Honey Child Spa & Salon/HIVE Salon & Spa in Chicago and Los Cabos, Mexico
I think it can be beneficial to target a niche clientele, but that’s not the route I’ve chosen to take with my salons. In my salons, I want to service everyone. I make it a point to hire an eclectic staff to attract an eclectic clientele. I’ve noticed clients will gravitate toward the salons they feel they have the most in common with. At HoneyChild, every client who visits has something she can identify with, be it a member of the staff or a photograph on the walls. It’s a beautiful thing to see all different types of women — different races, ages, status, etc. — under one roof laughing and sharing. At HIVE, I also strive to attract a diverse clientele, but simply because of the demographics in Los Cabos, the clientele isn’t as diverse as it is in Chicago. Still, I think that, for my salons at least, it’s a good thing to appeal to the widest possible client base.
Jill Wright, owner of Jill Wright Spa for Nails, Bowling Green, Ky.
In certain circumstances, I think it’s OK to target a niche market. My salon targets upwardly mobile professionals. You have to be careful about putting all your eggs in one basket though, especially when that basket isn’t stable. For example, some salons target the college crowd or the elderly, but unfortunately, college students move away and the elderly pass away. If you’re going to target a niche market, my philosophy is to go with the clients that have disposable income, because they’re the last ones to feel the economic squeeze and thereby the least likely to give up their nail services. Focusing on a niche clientele does make marketing my salon easier. I never advertise to the general public, am not listed in the phone book, and only take clients based on word-of-mouth referrals from my best clients. This helps me maintain my niche, and keeps clients and myself happy.
Krista Martin, owner of Metro for Men, Irvine, Calif.
I do believe it’s beneficial to target a niche clientele if a desired product or service isn’t already being offered to the wanted segment. We cater to the cultivated man who wants a high-quality service with style in a place all his own. By targeting a niche clientele, it enabled me as a business owner to stay focused on the task at hand. Among other things, this tight focus helped me develop the salon design, find the right location, decide on products and services, and deliver the right marketing message through the right medium. The targeted advertising/ marketing in particular was a huge advantage because it spread my advertising budget further and gave me a better return on investment than anticipated. There’s also the benefit of client loyalty. Metro for Men’s clients recognize the salon was made for them, and this keeps them coming back.
See Get Him In the Door & Keep Him Coming Back for More (NAILS Magazine, April, 2007) for marketing techniques to attract male clients.
Square data shows that regular customers tip 11% higher and are shared across 32% of businesses in the same ZIP code, driving thousands of dollars in additional revenue per connection.
When Bowie Lau and Jeffrey Ching opened JBW Jeffrey Ching Salon in 2011, they weren’t just launching another luxury hair destination—they were building a business rooted in passion, artistry, and thoughtful growth.
Sponsored by Amex
Inside the Systems That Power an Elevated Salon Experience From seamless online booking to a team-first culture, J Gold Salon in Atlanta offers more than great hair—it delivers consistent, high-touch service with the help of partners like Boulevard and American Express.
Sponsored by Amex
Want to grow your career as a beauty professional? K18 Sales Manager Sabrina Sanborn shares advice on networking, mentorship, and self-advocacy—from attending hair shows to finding the right guidance to reach your goals.
A combination of clear policies, effective communication, and strong client relationships has helped me create a more reliable and efficient booking system.
Founded by Cleveland serial entrepreneur Shaura Rodgers, Nailtorious has grown to include a nail supply megastore, training facilities, and retail line for nail techs.
This period after the holidays can bring on a huge lull for hairstylists. We asked Cosmo Prof's team of professionals to offer their best advice on how to deal with the January-February slow period.
Key highlights include a push toward inclusive spaces for all abilities, an emphasis on maximizing livable square footage, and a continued love for modern farmhouse exteriors.
The busy holiday season is here, and with it comes jam-packed days, last-minute client requests and booming retail sales. For many salon owners, the highlight of the season is Small Business Saturday® (SBS). This year on Saturday, November 30, consumers can take their shopping into the small businesses in their communities.
Sponsored by Amex
Want to become savvy about your personal finances, but don't quite know where to start? Anna Manukyan identifies six important concepts for building a strong financial foundation.
Salon owner Nuri Yurt had a dream of owning a salon on New York City’s Madison Avenue. "Through perseverance, hard work and stellar customer service, he and partner John Kaygisiz founded Toka Salon in 2007.
Sponsored by Amex
This guide is your one-stop shop for a plethora of technology tools, software and services created to keep your salon or spa thriving.
Anna Manukyan shares a breakdown of what different types of financial accounts should be used for.
Vagaro has consistently been at the forefront of salon software technology, helping businesses be more efficient, create more effective communication, and even improve company culture. Now, Connect by Vagaro, the platform’s two-way communication capability, and Vagaro’s new generative AI tools are giving owners new opportunities to grow and expand.
Sponsored by Vagaro
Young Nails' Greg, Habib, and Tracey discuss whether getting too close to clients can damage your business.
This list of watch-outs from @jodydoesjels prompted us to reach out to her and learn more. We had already fallen for her hand-painted designs and now we wanted to know more about this list she created to help clients decide if she was the nail tech for them.
Education is necessary for beauty professionals to maintain their cosmetology licenses, and paying for that education can be burdensome, but it doesn't have to be. Understand which education tax credits can help you offset those costs.
