River Hair Company: How to Build a Salon with a Strong Brand Identity

Salon owner Sian Tulloch shares how building a strong brand identity shaped the trajectory of River Hair Company

Sian Tulloch began hairdressing aged 14, and one vision that remained front of mind throughout her career was to one day open her own salon. In 2006 she found an empty salon in Taffs Well, making that vision a reality.

However, eight years later she relocated to a larger premises in the same village – a space that was formerly a Spar convenience store. While the location and layout had potential, the space was in need of a big overhaul to transform it into an operational salon.

Sian explains that because most of her budget went into purchasing the premises itself, the salon refit ending up being very basic. “I ended up buying a furniture pack, and as the salon got busier, I just kept adding more and more to make it work,” she explains.

“It wasn’t until a few years later that I really started to see how important strong branding was,” Sian recalls. “I knew the salon needed a proper identity, and more importantly, that the interior no longer reflected the standard of service or experience we were offering.”

That’s when Sian was recommended Ollie from Smokin Mirrors – an agency that works exclusively with salons, educators and hair professionals to turn their businesses into stand-out brands. Discussing her experience working with Ollie, she explains: “He helped me completely redesign our branding and bring a more luxurious, intentional feel to the business visually."

Sian says the salon image is all about “affordable luxury with a professional yet friendly vibe”. When it came to bringing this to life, she worked with Aston & Fincher, along with their designer, Stephen Ewing, who visited the salon in person to better understand what wasn’t working in the existing space. “Once I’d visited the showroom and chosen the furniture, Stephen worked closely with the branding that Ollie from Smoke and Mirrors had already created for us – it was such a collaborative and thoughtful process from start to finish,” she shares. 

With the design process running smoothly, Sian notes that the biggest challenge she faced was finding shopfitters who were willing to take on the job while the salon remained open. Ultimately, the worked with a company called We Fit Out, who “understood the unique challenges of working around a busy salon and were incredibly flexible”.

After years working with plain, neutral tones, Sian was excited to bring some colour into the space. “The pink adds softness, the green brings a calm, earthy balance, and the gold accents elevate the whole look with a touch of glam,” she describes. The refurbishment also included a durable wood-affect vinyl, adding warmth to the space while remaining practical.

However, the new aesthetics of the salon run deeper than colour choices, with Sian explaining that a key element of the redesign centred on transforming the space into three distinct zones: the reception, backwash and salon floor. “Each area now has its own atmosphere and purpose, which has improved both the client experience and how the team works day to day,” she notes. To help support this, each zone features bespoke lighting – from sunny spotlights in reception, to soft backlit mirrors, and adjustable, spa-style lighting at the backwash.

The furniture choices were equally intentional. Eight styling stations feature pill-shaped mirrors for a “feminine yet classy feel.” Curved chairs replace the old square designs, saving space and improving functionality – no more hairdryer wires catching on the arms. Additional practical touches include custom chair covers to protect upholstery and raised blocks on selected chairs to better suit taller stylists.

At the rear, the backwash area features three sofa-style chairs, enhanced with mood lighting and wall-hung plants. Practicality remains key here, too, with the addition of a dedicated backwash bar for rinsing colour bowls, as well as kitchen cabinetry that doubles as storage and a separate drinks station.

However, one design choice which ended up hindering practicality was the placement of the electrical sockets. “I love that they’re hidden – it gives the space a really clean, high-end look – but from a practical point of view, it’s been a bit of a challenge.” Yet despite this small oversight, Sian tells us she could not be happier with the transformation of River Hair Company.

“Bringing our brand identity into every single detail, from the mirrors to the gowns, was hands down the best decision. It’s given the salon a cohesive feel that clients immediately notice and connect with.”