Here Comes The…Bridal Business You Need
Did you know, 278,599 weddings take place every year in the UK*? What does that mean for your salon or barber shop? A clear opportunity to increase revenue streams, we say!
If you’re already catering for the wedding hair market, it’s worth re-evaluating the services you provide, the time you invest and the prices you charge. If you’re not, why not? “The bridal industry is huge”, says Janine Jennings, owner of luxury hair and beauty business Amour Love Bridal, “but it’s actually really small when you look at who is really good at [wedding] hair”.
So, with spousal season in full swing and plenty more ‘big days’ in the diary, be the place to book for couples getting hitched as the HUB serves up five ways to lead the wedding [business] party.
1. TRAIN YOUR TEAM
Question: has your staff had specialist bridal hair training? Often delivering a fresh skillset [compared to that of regular salon styling], there are different disciplines to learn, refine and ultimately, charge for. For example, ensuring a look will endure a long day of dancing and hugs and still look picture perfect at the end of the night, is an art to be mastered. “I spend time with my team, teaching them the basics as well as the more challenging looks, from putting in hair pieces to properly securing up-dos”, says Janine. Whether the specialism is something you can teach in-salon, through one-to-one tutorials, or offer externally, via bridal courses coaching the fundamentals, get your team trained, ready and set to accommodate this area of business.
2. CHARGE FOR TRIALS
Important: wedding hair trials are often more time consuming than styling on the day itself, so set a clear and scalable price point that means you’re not losing out financially, for the work you’re putting in. Brides are advised by wedding experts to book their trials no more than four months in advance (to stay ‘on trend’), so when the appointment comes round you can be pretty sure they’ll be set on the look they’re after, keeping last-minute changes of heart to a minimum (thus saving you a lot of stress), but crucially, this timescale also provides a perfect opportunity to encourage the bride – and her bridal party – to book additional services ahead of the big day; think toning, glossing, trims and treatments, as well as beauty treatments, if they’re on your menu. Upsell, upsell, upsell!
3. RING IN THE RETAIL
Wedding hair retail is an opportunity that shouldn’t be overlooked. From clip in hair pieces, to permanent extensions, as well as clips, slides, tiaras and fascinators, there are multiples ways to sell, sell, sell! Terri Gilham owns a successful salon and bridal business and always ensures her cupboard is stocked full of accessories fit for a bride-to-be. “If the bride likes what I’ve put in her hair, then obviously I can source that and earn a bit of a commission”, she explains. “I do the same with extensions; they may not want to keep them in after the wedding day so I often “rent” them out.” Genius. And it’s not only accessories that can be a big retail win – at-home treatments and hair care kits leading up to the day can provide another selling opportunity.
4. ATTENTION ON THE BRIDE!
Never forget, it’s all about the bride. “It’s so important to make the bride the most important person”, adds Janine. “It’s goes beyond hair; you have to make them feel special the whole time they’re with you”. So it goes without saying the bride should have the most amount of time and energy spent on their hair, over and above anybody else within the bridal party. Get the star of the ceremony prepped first and finished last, and feeling fantastic throughout. After all, they’ll be recommending you to future friends, colleagues and acquaintances getting ready to tie the knot – and every 5-star review matters!
5. YOU’RE IN CHARGE
And finally…don’t be afraid to say no to bookings! Sometimes the client just isn’t right for you or your team, if they aren’t being respectful of your schedule or your boundaries then that is the wrong client for your business. As Tabitha MacCurrach-Paine, bridal hair specialist says “there is the right client, the wrong client, and no client, and it’s better to have no client than the wrong client”. Plus, know your worth and make sure you are enforcing a minimum spend for all your bridal bookings, with extra charges in place for certain services that require more time and attention – you’re the boss, so maximise your money!
Now, go get that slice of the bridal cake!