Home' INSTYLE Magazine : INSTYLE SPTOCT 2016 Contents Both Benni and Emiliano regularly take a close look at work
hairdressers are doing all around the world, and if we explore
outside the realms of our salons and product companies there are
some pretty amazing discoveries.
" e biggest lesson for me to have learnt is that words are cheap.
Everyone says that they want to do something and I want to be
there to support you but to actually get up and do something to
make a difference takes a lot of effort. We are in an auditorium
this year that has international concerts and artists which is why
we've needed to bring in professional producers. We are going to
the next level now," Emiliano said.
"We started Ssh to do something really independent from the
companies but we now have so much more respect for all the the
companies as well. We have learnt so much and I take my hat off
to hairdressers that are doing stuff around the world, it's not easy
on your own. e biggest take away for me in the first year was
the hunger for a pure message and the importance of building
community. e last few years we've been rebellious and young
and now we are playing with the big boys. e artists are the easy
part -- it's all of the details now with such a big event," he said.
Not only garnering a newfound respect for companies that pour
tens of thousands of dollars into putting on events and having to
work to sell tickets, Emiliano never thought he'd see it get to the
size where they'd need to outsource the production. Bringing in Lisa
Polini from WA, Emiliano says it was important to have a producer
but without losing control, "Benni and I are micro managers and it
still has to be independent -- it's about education and creativity and
doing something really different," Emiliano said.
While the first year it was a surprise and nobody knew who was
coming and where it was, Emiliano says to grow the brand and
keep it sustainable they now they have to be a lot more transparent
while still keeping interest levels and that 'never been done'
aspect a high priority. is year they have a little secret up their
sleeve -- "it's good to have a bit of surprise and we keep growing it
together. e best thing that has come out of the idea is that Benni
is now my best friend and from great friendships we develop so
many more ideas," Emiliano said.
At Sydney's impressive Seymour Centre in November 2016 we're
going to have Peter Gray -- one of the world's most exceptional
editorial hairdressers, Faye
Turner and Dove Palmer from
Mazella and Palmer -- UK
hairdressing Royalty, Richard
Kavanagh -- a kiwi we like
to call our own with three
consecutive years as Australian
session stylist of the year,
Richard Ashforth -- Saco,
Emiliano and Benni, Alexandra Newman, Kobi Bokshish and of
course Robert Lobetta. A line up that will no doubt take us to
every corner of creative hair and back to that feeling you get when
you just know you're doing what you love.
"I've never been inspired as much as I have been by Peter Gray.
His one hour seminar in Taipei was one of the best I've ever seen.
I was so inspired by the way he went into so much detail when
describing his loves and the people around him," Benni said.
For Peter in particular he works with brands and creates his own
touch, without taking on someone else's brief. He is well aware of
not selling his heart and soul or a product and really focusing on
what you're doing.
"Ssh is about making sure these artists have all the same sense of
soul and want the industry to be respected and to grow personalities.
In the last two years I'd say we've been running at 75 per cent
capacity and the hardest part this year has been doing a show in such
a big venue," Emiliano said.
A successful business and creative executions aren't uncommon
for Emiliano. His é SALON team won 2016 Salon Team of the Year at
the 2016 Hair Expo Awards. Achieving such an integrated team is no
easy feat, and what that takes both financial and creative tenacity.
"I always go back to a point about 10 years ago -- we took
the team away and set goals to tell ourselves what we wanted
-- 'Nobody really works for me except for my Dad'," a cheeky
"We want to be able to walk into a room and for people to
respect us for the work that we do. We had a close look at the type
of salon we wanted -- what type of people we want to work with
and where we really want to end up," Emiliano said.
"Writing this down was very important -- everything is exactly
the same now as it was then but obviously our creative work in the
salon has gone to another level -- especially with Lisa on board.
e biggest thing for é SALON is that we are all focused on one
goal harmoniously -- as soon as someone starts to become selfish
they're not right for the team," he said.
Perhaps this is the biggest element of Ssh too -- being focused on
a goal and what they can gain from Ssh as an industry and not just
themselves is a big element of the 'share factor'.
"We have an incredible team of volunteers and hairdressers who
just want the opportunity to hang out with these artists. We need
assistants to do things like hold the cord for the camera man and
we still manage to get such a great community of people, everyone
there wants to be successful,
it's part of the culture."
From the é SALON
incarnation in 1994, to a
smattering of awards both from
Emiliano and Lisa's perspective
and the now team -- it's obvious
now the most important
elements for Emiliano, and
that's the people, the love and the community he is surrounded by.
He still likes to keep some things close to heart like a family event
-- "Why can't we bring our own food to the venue," Emiliano says
-- the answer is that to grow there are certain things out of your
control. An evolution that Ssh will continue to take, with the well-
guided hands of Emiliano and Benni.
It's a quarter of a million dollar show now and with interest
from the USA and Europe, it's set to be a continually far-reaching
way to bring the industry together.
2017 marks 30 years of hairdressing for Emiliano and they've
already started talking about what they are going to do with the salon
next year. "I really want to focus on the salon and tighten that up. Lisa
would also really love another salon so maybe that will happen too."
"Benni and I also really want to do a big Ssh in Asia so these are the
two short term goals after this year's show is over. Being flexible with
this concept is the glory. is is what allows it to grow. 2016 will be a
big lesson and working with a production team will teach us a lot."
"Benni and I also really want
to do a big Ssh in Asia. 2016 will be
a big lesson and working with a
production team will teach us a lot."
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