Aquarius revived

In an industry driven by trends, the worlds of hair and fashion often collide, working side by side to keep both at the forefront of innovation. With this in mind, one business partnership has combined both elements to offer a unique and innovative service to its Cardiff-based clientele. Aquarius Revived is located just outside the city centre, and since enjoying a complete makeover after the original salon – Aquarius – was dissolved, the business is now the perfect place for clients to ensure they look good from top to toe. It offers hairdressing and beauty services as well as clothing and accessories, so clients can complement their new look.Business partners Jacquie Orrell and Meryl Roberts have brought together their experience – in fashion, sales and marketing and hairdressing respectively – to reinvent the salon business after working together under the previous ownership. After settling on the name of Aquarius Revived, they created a concept offering clients a one-stop shop. “The business was very run down, so we refurbished the salon over six months, working until dawn every day to ensure it was ready,” Jacquie says. An extra room was made into a clothing area for clients; the space utilised to create a retail area with changing rooms and rails of clothes for both clients and passing trade to browse. “I used to have my own clothes shops in Cardiff so I had the right contacts in that area and suppliers were very supportive,” says Jacquie. Consumer awareness Following its refurbishment the salon embarked on a marketing campaign to raise consumer awareness. “We advertised with local newspapers and magazines. We kept in touch with what was happening on the social circuit and looked at advertising alongside events we knew would have a big impact in the local area,” Jacquie says. With a new brand and direction, Aquarius Revived began trading, allowing its female clients – who account for 90% of the salon business – to enjoy in-depth consultations and advice from the salon’s stylists and indulge in beauty services such as a manicure or a spray tan, before perusing or choosing clothing to complete their total look. Jacquie is on hand to offer styling advice and clients can choose everything from skinny jeans to evening dresses as well as handbags, belts and jewellery. “We try to cater for everyone,” she says. “We stock every size from eight to 18, and keep in line with seasonal trends.” The salon has a client list of more than 200 – many of them remaining loyal from the previous business – and has gone from strength to strength. To coincide with its first anniversary earlier this year the salon offered its clients a 50% discount on all services. “We were fully booked and staff worked from 8am through until 7pm on 105 clients. The support we have had from them has been wonderful. They have stuck by us and we try to repay that loyalty wherever possible," Jacquie says. Bringing together two business backgrounds has been the perfect pairing for the duo. “Our partnership is fantastic,” says Jacquie. “There is no competition between us and we complement each other's core skills. The business is very structured and is doing better than it ever has.” Relaxing environment So what has the response from clients been like? “They were nervous to begin with, and so were we, as we had no idea if it would be a success,” says Jacquie. “Now we have found that clients having technical services in the salon like to have a browse through the rails while they are waiting for their colour to develop. They know there is no pressure to buy so feel very relaxed in that environment. We have even had clients come in to have their hair and nails done, then buying a new outfit to get changed into before going out for the evening.” Seamless transition The decision to combine hair with fashion has been a successful financial initiative for the company, and although hair is still the main focus of the business, it has added an extra element and allowed clients to benefit from an add-on service. “Both industries are about looking good and keeping on top of trends. What we have tried to do is make the transition between the two worlds seamless for our clients,” says Jacquie. So what does the future hold for the business? “We would love to keep expanding the brand, and to open up more salons. Our main aim is to maintain a high level of customer service, as our clients are our number one priority every time.”