Could this initiative from neville's new blow dry bar boost your business?

We talked to Elena Lavagni, co-owner and managing director at Neville's Hair and Beauty about their new blow dry bar which puts the focus back on the 'lost art' of classic round brush blow drying skills (and away from curling tongs and hot brushes). Elena explains: "I feel like the pandemic has been a major reset for the industry. Tools and at-home tutorials were the major successes lockdown. Why would a client want to come to the hairdresser now when they can do it at home themselves? That's why we're doing things differently at Neville's. Instead of using skills and tools that clients can use at home, we're going back to basics by blowdrying using only round brushes for curls. We're using natural bristles as they’re gentle on hair and we're cutting down on heat to keep hair healthy. Plus, we're using less products which can clog up the scalp. At our Blow Dry Bar we charge £30 for a 30 minute blow dry and we do a £60 blow dry and manicure option too.

Instead of using skills and tools that clients can use at home, we're going back to basics by blowdrying using only round brushes for curls.

I believe that if you're taught the technical skills correctly, you can give shine and curl with just a round brush and a hairdryer. At Neville's we blow dry all hair types, I don't think you can call your hairdresser unless you have the skills to cater to all hair types. Yes, using just brushes and a hairdryer is harder, but as an industry we need to up our skill set and elevate the hairdresser. I want the craft of the hairdressing to be appreciated. We need to shift the way we think about hairdressing. Why isn’t being a hairdresser enough? People in the industry often call themselves educators, entrepreneurs and influencers – but why isn't the term hairdresser enough? With a return to skills like blowdrying with a round brush, we hope to raise the standards of the industry and make our blowdries like nothing clients can achieve at home."