Inanch

Despite a turbulent first year in business, central London salon Inanch has overcome everything fate has thrown its way to become a successful enterprise. If Joe and Inanch Emir had taken advice from their friends the Inanch salon in London’s Great Portland Street would be no more. Thankfully, they ignored them and are the proud proprietors of a successful salon business, but it wasn’t an easy journey. Inanch opened its doors on 21 June last year, but the concept was born much earlier. After 14 years of working in a salon in London’s West End, Inanch decided it was time to start her own business and set about finding suitable premises in central London. Seeing the potential in the idea and keen to support his partner, her husband Joe left his job as marketing manager at Warner Village Cinemas to join the new venture and concentrate on the business side of the salon.After a 16-month search for a site, the couple eventually found a building that they believed would make the perfect salon. Finding the cash to finance their dream was the duo’s next hurdle. Using savings, the equity from their house and loans from friends and family they raised the required funds for a luxury shop fit but, as with lots of building projects, they under-estimated the cost. “Although we were lucky to have our shop fit done at cost price by Inanch’s father, who is a shopfitter, we still came in way over budget at £200,000 instead of our projected £160,000,” says Joe. Joe knew the only way to get back in the black was to get clients through the door as quickly as possible and Joe’s expertise in marketing proved invaluable. “A leaflet drop to a targeted audience paid off,” says Joe. “Offering an opening discount of 20% ensured that the salon had clients from day one.” The first two weeks of trading went well, with Inanch and the salon’s two stylists filling up their columns following the leaflet campaign and word of mouth. However, no amount of business planning, projection or preparation could prepare Joe and Inanch for the events that lay around the corner. The terrorist attacks in London on 7 July dealt a devastating blow for hundreds of businesses in the capital and the salon was no exception. “We just couldn’t believe what we were seeing on the television,” says Joe. “As expected, we had cancellations that day and the following 10 days,” he recalls. Luckily, the salon’s client base was made up of both residents and commuters so while people who worked in London cancelled, locals kept their appointments. Just as business was beginning to look up, London was targeted in a second series of terrorist attacks on 21 July. Although these were foiled, they took their toll on the business. “People became scared to travel into London or hang around longer than they had to,” says Joe. With fate, it seemed, against them, family and friends urged them to sell the business. However, after working hard to start their dream salon the duo decided to stick it out. “It was a very worrying time. Deep down I was petrified that we would go under,” he says. Less of a blow and more of a hindrance to the salon was the increase in the London Congestion Charge from £5 to £8 last July. “It was annoying, not only for our local clients, but for us as well as we drove to the salon everyday,” says Joe. “However, we’ve all managed to work around it now by parking outside the zone,” he says. Against the odds the salon struggled on. Although client numbers were down, the services and experience were never compromised, which led satisfied clients to recommend the salons to others. This growing reputation, coupled with an advertising campaign in the local press and another ‘recommend a friend’ marketing campaign, provided the turnaround the salon needed. “September was a real turning point for us. Our reputation was really growing,” says Joe. “By December things were looking up and we were really busy with regular clients as well as people making appointments prior to Christmas functions.” Maximising business opportunities has been key to Inanch’s survival and offering a hair extensions service has proved a lucrative move. While application appointments bring in a good revenue stream, aftercare appointments tie the client to the salon – creating loyalty and a further spend. Another opportunity has come the salon’s way thanks to its location opposite the Portland Hospital – a popular choice for the rich and famous when giving birth. “We have a deal with the hospital whereby our details are in each of the hospital’s rooms. We receive calls from new mothers who want their hair done in their rooms before they leave the hospital. Being so close makes us the natural choice,” says Joe. One year on, things are looking good for the salon. The business has stabilised and is close to breaking even – that can take some businesses up to three years to achieve. And plans are afoot to expand the salon to incorporate a separate colour zone. “It feels like everything is falling into place,” says Joe. With all that’s happened to the salon in its first 12 months it would be easy to think that luck was against them, but Inanch and Joe think the opposite. “We look at everything that’s happened to us with a positive attitude,” says Joe. “Starting any business is hard, but in an industry I knew nothing about, combined with the obstacles we’ve faced, we’re really proud of what we’ve achieved and are looking forward to building on it in the future.” And whatever the future has in store for the salon, there’s one thing for sure – it won’t stand in the way of Inanch and Joe and their plans for business success.