Jessica Turner Ten Manicure is part of a progressive beauty business concept that redefines the one stop shop salon.
Share houses often conjure up flashbacks of ramen noodles and long-forgotten hairstyles in our early twenties, but when operated as a salon this idea becomes nothing but professional.
With its warehouse aesthetic and big, open floor space, hair salon Edwards and Co. and its beauty and nails section Ten Manicure is built on a freelance business regime. The salon hosts hair and beauty experts who run their own business and rent a chair or a space in the name of co-habitation. One of these occupants is nail and beauty aficionado Fiona Hay, whose editorial background and loyal clientele make her a handy tenant indeed.
“Where do I start?” Hay pondered when asked about the major benefits of sharing the space. With her work a regular fixture on the pages of Vogue, Harper’s Bazaar and Marie Claire, it’s no wonder the union was founded on a photo shoot. While collaborating with one of the stylists who rent the space, Hay was persuaded to switch her private salon for the share space. The look and feel of the salon sealed the deal, and while they have since moved locations, they’ve retained that je ne sais quoi.
With only a couple of casuals occasionally working under her, Hay predominantly manages the entire beauty and nails sectors of the salon herself. Her clients, loyal to the hilt, wouldn’t have it any other way, and Hay’s personal touch is the reason why. “I like the face to face, physical side of the beauty industry,” she said. “I like working on real people rather than products.”
On any given day those ‘real people’ can range from Megan Gale to Rose Byrne to the iconic florescent talons of Seal, but at Ten Manicure these clients are longstanding every day workingwoman or new patrons as a result of the shared space.
“Some of my clients have now started having their hair done within the salon as well, just because it’s so much easier for them to have it all done under the one roof,” Hay said, noting the reverse has benefitted her business as well. “I have clients, where I sit and do their manicure and the colourist stands behind them and does their foils. It just works.” It’s mutually rewarding, with the clients saving time and the salon sharing rent and making the most of their business, advertising and co-branding opportunities.
The salon is unique in more ways than one, and a bold, new aesthetic helps you realise that as you step through the door. “I wanted to create something that was a bit cosier,” explained Edwards and Co. director and the brainchild of the whole operation, Jaye Edwards.
“There’s a lot of natural light, a lot of brick, a lot of timber.” The look is set by recycled timber furniture, made personally for the salon from recycled Oregon, and finished with second hand tiles. The high ceilings and big windows see sunlight streaming in, creating the feeling of calm and serenity right in the middle of trendy, bustling Surry Hills.
In addition to the hair salon’s cut, colour and styling services, Hay offers services pertaining to nails, facials, lashes, brows and make up. Nails, her busiest sector, has become her signature, with her clients returning every two weeks for a touch up of that illustrious gel polish. Hay has also become renowned for her nail art, which she describes as collaboration between her and the client.
“It’s become really popular, even if it’s just a feature nail or studs” said Hay. “It’s quite contemporary nail art, geometric shapes, solid bold colours, chevron French manicures or reverse French manicures.” Inspiration comes from everywhere, with her clients excitedly rounding up their favourite designs from Pinterest and Instagram and bringing them to their regular appointments. Hay’s impressive collection of colours, textures, glitters and other products helps them easily execute these ideas and of course she’ll always add her own creativity to the mix.
As Orly’s Australian Ambassador, Hay stocks an impressive collection of retail products. Together with Priori skincare and St. Tropez self-tanning products, Hay makes sure her clients have variety. “I like to have choice for my clients, probably a bit too much choice,” she laughed, looking over her big, colourful wall of Orly goods. Hay even mixes her own colours, meaning every hue imaginable is at her disposable.
The salon makes a bold statement to the future of the beauty industry, providing an alternative business plan that works. “I’m a firm believer in having a space like this because it’s how it will work in the future,” opined Edwards.
“Having salons that only have staff, I don’t believe that they’re sustainable in being able to keep clients. Having Fiona and the other hairdressers ensures that they’re good at what they do because they need to be good to retain their clientele, which also in turn helps build a profile for the salon.”
It’s a profile that’s rapidly rising, with a recent expansion in Melbourne putting the salon on the national incline. If the trend continues, the share house salon might just redefine the one stop shop yet.
Ten Manicure Boutique, Level 1, 99 Kippax St, Surry Hills www.edwardsandco.com.au/sydney
