Home' INSTYLE Magazine : INSTYLE MARAPL 2016 Contents contemplating how to use. Yoga or Pilates in the morning are
looking like front-runner ideas.
"I chose to go with a bit of a cleaner look, a little less industrial,
a little more modern, only because it ages better. e industrial
aesthetic was a bit of a trend, this isn't a trend it's more constant,"
Jaye said of the new, individualised look. However, ties to sister
salons are necessary, and help build the feeling of a bona fide salon
empire in the making.
"You want to have, not exactly the same salon, but a similar
feel in the look," he said. "For me it's about the vibe and the
environment and the culture you create within the salon, if you
don't have that across all of them, none of them will work."
e sizeable space has turned into more than just a salon.
e team are promoting the space to rent for a vast number of
occasions. Photo shoots, birthday parties, hair, fashion and
technology launches, TV commercials and more would all be
perfectly suited within the graffiti walls.
Aside from the usual salon services, this is the kind of place
where clients might just come in to hang out. "I feel people will
feel comfortable coming here and sitting down and having their
nails done," Jaye said, hinting at the nail technician coming soon
to the salon. "It's not a typical salon; you kind of want to sit down
and hang out and have a coffee. e whole idea behind the salon
is that it's similar to a café, where you don't feel like its awkward,
where you can just come and chill."
Edwards and Co. Alexandria is more than just a salon, or a
branch in a rapidly expanding salon chain. It's a culture, where
clients will come back for a cut, a colour, a chat, or just to hang out
with Cash and Rex. Can you blame them?
For more information visit edwardsandco.com.au
Maybe it's the instantly-
recognisable street art
that adds colour to the
otherwise white walls.
Maybe it's the "massive
windows" that salon owner Jaye Edwards
swears by to imbue the maximum amount
of light into every one of his establishments
(this time with a bonus skylight sending
sun in from above as well). Maybe it's Cash
and Rex, Jaye's two dogs who roam the
salon, delighting clients and inspecting
every inch of the vast salon floor.
Cash and Rex (and also Jaye) have made the move from Surry
Hills, leaving Edwards and Co.'s flagship salon to commit
themselves almost full time to Alexandria. While Surry Hills
continues to hum along, the salon brand's Melbourne location is
also flourishing. Now this new salon has debuted in the midst of the
burgeoning cultural hub that is Alexandria (you can thank the $13
billion Green Square project for the increased urban activity). Next,
Byron Bay and then Brisbane, meaning Edwards and Co. will have
grown to five salons, not to mention an education program, in less
than four years. at qualifies for 'runaway train' levels of success.
"Alexandria is one of the fastest growing suburbs in Sydney,
in terms of people moving in. e area is a bit of a hot spot for new
businesses," Jaye shared. e result is a professional, fashion forward
local client base, filled with creative millennials, similar to the clients
that frequent Surry Hills. While Jaye's personal clients have all
moved with him, Cash and Rex, the rest of the database will be made
up of the photographers, fashion retail staff and other business men
and women that inhabit the local area, mostly recruited through
social media, promotions and other guerrilla marketing tactics.
Pair this instant clientele with a near-perfect space, and the
establishment was a no-brainer for Jaye. Whereas Surry Hills
needed a lot of work in its initial salon construction, Alexandria
was more salon-ready from the get-go. A large downstairs area is
devoted to cutting and styling, while the mezzanine second floor
houses the basins and a colour area comprised of a big, social table
("we do all our colour work at a communal table to save you sitting
in front of the mirror for three hours," Jaye explained). Premium
products from Oribe, R+Co, evo, Chrisophe Robin and Mr. Smith
line the shelves and outside is a cacti-infused veranda Jaye is still
Walk into Edward and Co.'s
new Alexandria premises and
feel a flash of déjà vu, writes
Links Archive INSTYLE Education Supplement 2016 INSTYLE MAYJUN 2016 Navigation Previous Page Next Page