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We see a lot of "beauty brunches" probably inspired by SWB. Tell us about "Stylists Who Brunch" and what inspired you to create it?
Stylists Who Brunch was created by my daughter and I to create a networking and informative event for beauty professionals. I wanted to create a platform for MENTORSHIP for beauty professionals where I can share my success and help them to ACHIEVE their success. As a Leader in the beauty industry, I come in contact with many stylists who desire a mentor and personal coach for their career. Stylists Who Brunch was created to meet the needs of Beauty Professionals by offering Coaching to assist the growth and development for their salon business. Beauty Brunches that were inspired by Stylists Who Brunch have popped up everywhere and I think that is great. When we work together, we GROW TOGETHER. I strongly believe that duplication is the greatest compliment, so I'm always honored to be an influence for others.
Stylists often express the need to raise their prices, but they don't because they fear a negative reaction from clients. (Some haven't raised their prices in over 5 years) How would you suggest stylists get the increase they deserve without upsetting their regular clients?
First, I recommend running a successful business based on the vision of your business and financial goals NOT based on your clients EMOTIONS. There is a financial formula for raising prices and it does not include "How your clients feel." I don't believe that you should just raise your prices cause you feel like it or just because of what others are doing. I'm a numbers person and for a successful transition in raising prices, stylists must position themselves for a raise based on their numbers. So if you raise your prices and the numbers are not there, your raise can put you in Unemployment. I share my formula for Pay Increase in my ACHIEVE Mentoring Program. You always want to set yourself up to WIN. So when the numbers are in place and you raise your price it should be an exciting moment just as if you worked a corporate job and received your annual raise.
Social Media has made "branding" a household name. Branding is vital to stylists who dream of success beyond the chair. What one tip can you give stylists using social media to build their brand?
Branding-Let's define BRANDING-The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. Social Media is one of the most effective and economical avenues to create a Brand. The frustration that many have is that they market 12 businesses and think that is "Branding". When creating a brand the first thing you must do is "Identify what it is you want to BRAND" the one thing that I encourage is don't be all over the place with your brand. Your BRAND should be consistent and look consistent. If your branding your Cake Business, it's not necessary to post your pics if you're at the club. Show us CAKES. If you are selling hair we don't necessarily need to see pics of your kids birthday party. Create a personal page for those events. Identify your TARGET audience. That will enable you to attract your clients.
 
When did you know that doing hair was your passion?
I have always wanted to be a hair stylist, I took up cosmetology in high school, but my mom told me "I didn't raise NO Beautician, you better go find a college to go to." So I chose to come to Atlanta to attend Clark Atlanta University. During my time at Clark, I needed a job, so I found a salon to work in and became a "Shampoo Girl" I found my passion in being a hair stylist when I became a salon owner and begin to train stylists who worked in my salon. My passion was discovered and I recognized it through me giving back.
What do you love most about hairdressing?
I honestly love teaching and educating stylists. That is what I love most. However, When I get behind my chair I get in a zone and that is where my happiness lies. People trust and rely on you to make them beautiful for the most important dates of their life. I'm happy to be a part of those memories. When they come in and flash pics it's at the highlights of their life. For example, when you did my hair for my moms wedding, when I went on vacation. I actually love being a part of those memories. People may not remember what you say, but they remember how you make them feel. I like making them feel BEAUTIFUL!!!
Tell us what products and tools get your stamp of approval.
I'm a Paul Mitchell ADDICT! My Must Have Products are The Gloss Drops, which offers great shine without the heaviness of an oil base product. I absolutely love the NueroSMOOTH Smoothing iron-great for smoothing waves and curls.
Are there any trends in the industry now that you're not a fan of?
I love ANYTHING BEAUTY. So I love the trends that are fashion-forward as well as Avante-Garde.
Explain why continued education is so important to the success of every hairdresser/barber.
Education is the secret to my success. Without knowledge people perish. I believe that when you stop learning you stop growing. In our salon we have classes every Tuesday from 10-12 which is mandatory for stylists. This is the time for teaming such as conducting a consultation, understanding the benefits of retailing and much more. So that all stylists can be on the same page and learn the latest trends in beauty. Stylists should commit to 8-10% of their earnings on Education. People often ask me- if I can put my success in one word-what would it be I constantly say education. I would spend 5-10 hours a week on watching videos. I would attend classes and hair shows around the world. The beauty industry is always evolving so you have to stay current with the trends so you must invest in yourself.
(Sheria along with Patric Bradley and Mr Dudley)
If a newly hired stylist asked you whether she should rent a booth or work on commission, what would you advise and why?
I recommend stylists straight out of beauty school, find a salon culture that has a competitive benefits package to work on commission. An employee-based salon should offer a career plan for growth and development as a successful beauty professional. I own an employee-based salon, in the beginning it was a lot of turn over trying to hire great stylists who have the same goals as your business. I encourage salon owners to train and develop great stylists to become successful stylists. Create a salon culture that no one wants to leave.
What are you most proud of as a stylist?
My proud moment as a stylist is being a staple in my community. As a small business owner, I am committed to being involved in my community. My desire was to become a neighborhood salon. I have been in my location for 15 yrs. We continue to offer an exceptional experience, quality professional products at economical prices. We create campaigns to acknowledge teachers in our community, help with local churches and offer school supplies to our neighboring schools. My philosophy is do business with who does business with you. So I wanted to get involved to help those who support our local salon. I always wanted to be more than a salon. Our involvement in the community has afforded us to receive acknowledgements from Mayor of Atlanta, Kasim Reed, former Atlanta Mayor Shirley Franklin and our County Commissioner, Bill Edwards.
We're all for diversity, but hair seems to be the one area where the majority of races still goes to someone who looks like them for services. How important are salons/barbershops to the Black Community?
I have always said that the beauty and barbershops are the African-American Country Clubs. Salons have always been a place for comfort and relaxation for today's salon clients.
However, African-American women are more savvy today and there is more value placed on their time and dollar. Today's career woman desires an experience during their salon visit oppose to being in the salon for long hours. So I encourage salon owners to create a salon culture to attract the desired clients to service. Women of color desire to be valued and have a first class experience in today's salon, Where as in the 90s the beauty salon was part of the to-do list. I encourage salon owners to transform their salons as the foundation of their communities.
Photos and information courtesy of Sherita Cherry
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