Teréze Taber
An honest conversation with Emma, from the floor
One of the things I’m always conscious of – and very open about – is this:
There’s a big difference between owning and operating salons, and working in one all day, every day, building a clientele from the ground up.
Lynden and I have owned salons. We’ve employed hundreds of stylists. We understand systems, culture, pricing, and business models inside out.
But the lived reality of standing behind the chair, back-to-back clients, remembering formulas, managing energy, and being “on” all day – that’s something our educators live and breathe.
Which is why I love sitting down with Emma, our in-house Educator at Behind the Brand.
Emma has built a loyal, consistent clientele the hard way: showing up, refining her craft, learning people, and paying attention to the things that don’t always get taught in colour classes – she’s both been an employee, a salon owner, and worked in various freelance roles in her career. In each of these situations, Emma has had a busy column with clients that she has seen for years.
I asked her a simple, but important question:
“What actually keeps clients coming back?”
Here are Emma’s top tips, boiled down from a successful hairdressing career:
1. Consistency matters more than you think
Clients love knowing what to expect when they sit in your chair.
– If their colour or cut changes every appointment…
– If the head massage wasn’t as good as last time…
– If they weren’t offered a drink…
– If they felt forgotten, rushed, or slightly neglected…
They notice. And they remember.
These things might feel small to us, especially on a busy day, but to a client, they build up over time. Consistency creates trust. Inconsistency quietly erodes it.
2. Make notes (yes, even when you’re exhausted)
Emma was very honest about this one.
At the end of a long day, the last thing you want to do is go back through your client list and make notes. But it’s one of the most important habits you can build.
Write down:
– What they do and don’t like
– What you discussed changing next time
– Any adjustments you made
– And always – your formulas
Because if it’s more complex than a 6.00N or a 9.1, you will be asked: “Can we do exactly the same as last time?”
And if you’re guessing, it won’t be the same. It’s just that simple.
Good notes protect your results, your confidence, and your client’s trust.
“Consistency creates trust. Inconsistency quietly erodes it.“
3. Be yourself (but really mean it)
This sounds cliché – but Emma couldn’t stress it enough.
Clients don’t just come to you for your technical skills.
They come for the conversation, the energy, the care, the laughs, the way you make them feel.
Over time, when you’re authentically yourself, you naturally attract your dream clients. The ones who get you, value you, and want to stay with you long-term.
Trying to be “everything to everyone” never builds loyalty. Being real does.
4. Keep it professional – even when it feels friendly
Sometimes clients do feel like friends. And that’s great – it means you’ve created comfort and connection.
But Emma is clear on this:
You still need professional boundaries.
They are paying to be in your chair.
This is still your job.
Standards still matter.
And as important as it is to remember this, clients don’t belong to us. They have no obligation to stay forever. At any point, they may choose to go elsewhere. And just like there are changes in our lives, the reasons that a client may choose to go to another stylist are varied and often not personal. You’re there to look after them, not own them.
Professional boundaries protect you, your energy, and the quality of your work.
5. Care is felt immediately
This one sounds obvious – but it’s often overlooked.
When a client raises a concern. Listen carefully
Don’t get defensive. Work with them toward a solution
This shows that you genuinely care about their happiness, not just being “right”.
Feeling seen and heard goes a very long way in building trust – even more than a perfect result.
6. It’s all in the details
Emma put it perfectly:
Put yourself in your client’s shoes.
If you went for a facial:
– Would you relax if the chair was dirty from the last client?
– If the therapist was rough or distracted?
– If they acted like they’d never met you before – even though you’d been there three times?
Clients notice these things in salons too.
People pay us good money for the entire experience. Not just the colour at the end.
emmA’S Final Thoughts
Loyalty isn’t built through grand gestures.
It’s built through reliability, care, consistency, and attention to detail – day after day.
And that’s why voices like Emma’s matter so much. Because while owning salons gives perspective, it’s the people on the floor who truly understand what keeps clients coming back.
Teréze Taber
Co-founder, Behind the Brand Agency