Jo Hansford MBE is preparing to celebrate a landmark anniversary – it is 30 years since the opening of her first salon in Mayfair, London.
From begging the bank for a loan to start her business to becoming the colourist of choice for the Queen, Jo Hansford has proved that hair is big business. Here is the brand's journey, so far...
Female Powerhouse
In 1993, when Jo Hansford first opened the doors to her Mayfair salon, all the leading names at that point were men such as Vidal Sassoon, John Frieda and Nicky Clarke and, to this day, Jo is the only woman in hairdressing who has turned her name into a business brand like her famous male counterparts.
When Jo started out, the only alternative to grey was going to the hairdressers for a blue rinse, and dyed hair was a shameful secret. As a colour expert, Jo realised that there was a unique opportunity to put hair colour at the forefront of a salon rather than hidden away in the background.
Jo Hansford MBE explains: “I was up against it as soon as I opened my first salon given it was the middle of a recession and other industry leaders said I would be lucky to last three months. I remember them saying: 'She's a woman, she'll soon be gone'. I knew the transformative effect colour had and I was determined to build a salon renowned for its expertise and I think I’ve done just that."
The Business Journey
The business success grew each year, survived three recessions including the crash of 2008, moving to bigger premises and Covid-19. Luckily, the salon has some of the highest client retention rates in the industry and, with a renewed appreciation for the professionalism of colourists and stylists, existing clients returned and new ones booked in.
A few months after the end of lockdown in November 2022, Jo Hansford opened her second salon in Harvey Nichols Knightsbridge and her swish of hairdressers and colourists – which started as a team of just eight 30 years ago - has now grown to a staff of 90. The award-winning colourist, along with her daughter Joanna, who is Managing Director of the Jo Hansford brand, have worked together to create luxury salons that are widely recognised as the destination in the capital for colour, cut and styling. In addition, they have also launched Jo Hansford product range to create the perfect shampoo and conditioner for coloured hair.
Client Loyalty
Clientele come from all over the world, the ones who fly in from Europe, America and Australia are affectionally called “our hair miles clients,” says Jo. Regulars include the rich and famous, members of the Royal family as well as international royals, politicians, stars from stage and screen, businesswomen and men, along with everyone in between.
Jo Hansford MBE comments: “All our clients get the same treatment. We value each and every one of them and are always grateful that they choose to come to us. We never take them for granted – as soon as you do that standards can slip. We never ever rest on our laurels. Our clients are used to having a five star lifestyle based on quality and exceptional service, and we therefore have to constantly deliver at every touch point.” Given the UK is globally recognised as having the sharpest stylists and colourists than its continental and transatlantic rivals, Jo and her expert team also train the next generation of hairdressers as part of
L’Oréal Colour Trophy and have worked with stylists all over the world and specifically in India.
Jo sums up: “People don’t recognise hairdressing as a serious career but it is a highly professional and skilled job and you can be incredibly successful through it. “We offer a life-long career and many of our staff have been with us for 20 or more years. “It’s fabulous to be in an industry that currently cannot be taken over by robots and we still get to use our brains and skillset. I still love my role and, to work alongside my team, there really is no better place I would rather be.”
Jo Hansford concludes: “I feel incredibly proud of what I have achieved and I still get the same thrill at seeing someone leave the salon happy, full of confidence, with their hair looking amazing, just like I did when I first started. It is addictive seeing clients being transformed and it is the reason why I always want to come back for more!”
