Beauty industry players urged to develop their brand

May 05, 2017
Sandra Samuels, CEO, Totally Male Club Spa and Salon, listens as one of the participants of the JN Small Business Loans (JNSBL) Barber and Beauty Battle seminar makes a point during her presentation on Business Aesthetics and Personal Image. The seminar was held for the finalists in the JNSBL Barber and Battle. The finals will be held at the National Arena on Sunday, May 7.

Sandra Samuels, CEO of Totally Male Club Spa and Salon, urged barbers, hairdressers, make-up artists and nail technicians to develop their brands as professionals and assist in raising the service delivery standards of the beauty industry in Jamaica.

Samuels, a barber of 23 years, was guest presenter at the JN Small Business Loans Barber and Beauty Seminar, which was held at the JN Conference Centre on Duke Street this week.

She told the participants that building a brand was essential if they wanted to be successful entrepreneurs.

"Your company's name must mean something. When people say your name, they should want to conduct business with you because it is synonymous with class, quality, honesty, professionalism," she said.

Samuels pointed out that being a brand also included being "ambassadors" for the industry and lamented the casual approach of some members in the profession.

"Not all of your customers are your friends. If their hair is not done properly, they are gone. You are their friend as long as you are doing their hair properly," she said. "Also, those persons who come to your business to 'beg out your trade' are not your friends. You are in business to make a profit, and if you are not making a profit, [you] might as well you go home," she advised.

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