Home' INSTYLE Magazine : INSTYLE MAYJUN 2015 Contents L
orna Evans is a woman
who needs almost no
introduction. A motivated
self-starter who opened
her first salon at 21, Lorna
has worked for Matrix and Redken,
and within the last few years launched
the independent Lorna Evans
Education brand. She found her niche
as a long hair educator, innovating
in and embracing this fascinating
but occasionally overlooked or
inaccessible sector of haird ressing.
Seemingly endless testimonials
and sold-out workshops attest to
her prowess as an educator and her
unstoppable career. After nearly
30 years in the industry, we spoke to Lorna about where the
business of education will be taking her next.
In speaking with Lorna, it was easy to see how her energy and
passion make her a brilliant educator. Her bright, happy tone
belied the busy Monday afternoon she was having when we spoke.
“I’m most passionate about long hair styling; that’s what it’s all
about,” she said. “Being a salon owner for the last 27, 28 years now,
I’m also passionate about the business of business.” (She’s even
developed a Salon Advantage toolkit, available on her website, she
uses for business coaching in addition to her regular workshops).
She was working with Matrix the first time someone asked her
to teach a class. Although she wasn’t sure at first, it didn’t take
her long to realize there’s a difference between just doing hair and
teaching people how to do hair – and she liked teaching. Her goal
has always been achievable, tangible results. As she explains it, it’s
one thing when someone shows you how they create a beautiful
look, it doesn’t mean much if you think to yourself, ‘I’ll never be
able to do that!’
So after all this time, what keeps her motivated to educate?
“The people that you’re educating,” she said, simply. “You get to
see people have those ‘a-ha’ moments – one young woman at a
workshop recently said she had had so many a-ha moments that
day she wouldn’t be able to sleep that night.” Proof that Lorna
knows how to build excitement among her audience.
While she’s happy to share her knowledge, and provide
educational opportunities wherever she goes, Lorna hopes to
see that interest and fire in others, too. “Only about 10 per cent
of hairdressers will do any other form of education after their
apprenticeship,” she said, flatly. “Learning is supposed to be an
ongoing process. Never stop learning!” She added.
“My pet hate is when I’m talking to a group of students and –
I have a slide I put up with three magazine images. One is a picture
of INSTYLE, next to it I put a picture of the women’s magazines,
Cleo or something, and a picture of an iPhone. A nd I ask, what
does everyone reach for? Lorna stressed the need for haird ressers
to take responsibility for keeping in touch with the industry and
regularly reading the professional magazines.
Perhaps if more hairdressers had access to her workshops, that
might change? That’s all part of the plan, she assured me. “In 2015,
we want to do a lot more regional classes. Rural areas can be
big markets for weddings and events – if they get the numbers,
Coming from the Mornington Peninsula herself, Lorna knows
what it’s like to really have to seek out and pursue a dream, and
travel the distance to make it happen. “I always say, extraordinary
people and artists come from ordinary places. I tell people, get
out there and do it.” As part of her motivational talk, she shows
a photo of one of her early looks, which had “about a thousand
different techniques. But you k now what? I got out there and gave
it a go.”
But all this doesn’t mean there hasn’t been challenges for Lorna
Evans Education. “We spend thousands of dollars on marketing
magazines, Facebook ads, we’ve even hired a social media
expert. It’s frustrating when people come up to your booth at a
conference and say they haven’t heard of you.” But Lorna isn’t
letting up any time soon; the industry clearly needs passionate
educators like her to lead the charge. “For 2015, we’ve set a
program that we’ve tested and it has already gone gangbusters.
We’re including courses for absolute beginners, called Bricks and
Mortar, so they can feel confident moving on.”
Here’s hoping stylists every where will take a page from Lorna’s
book: never stop learning.
www.lornaevanseducation.com.au 0413 488 570
From those just starting out to established stylists
who crave continuous inspiration, Lorna Evans
Education is showing the industry how it’s done,
writes Chloe Falivene.
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