The Big Comeback

An image of Gina RiveraThe Big Comeback

The owner of Phenix Salon Suites shares her strategies for helping stylists move forward

Article by Gina Rivera

This article appears in Volume 1, Issue 1 of AHP Indie Stylist magazine


Living through a global pandemic is nothing any of us were prepared for or could have foreseen on the horizon. After all, just a few months ago, our salons were filled with busy holiday shoppers and partygoers. Ninety days later, our doors are shut for an unknown amount of time. Initially, when COVID-19 broke, I was in disbelief. However, that disbelief quickly turned to a feeling of intense responsibility, as I understood that the nearly 10,000 stylists operating their businesses in Phenix Salon Suites would be adversely affected. From that time forward, I went into “work mode” with a priority to develop an action plan for my company.

The first thing I focused on was building a strong line of communication with the hairstylists and other lifestyle professionals who run their businesses in one of our suites. I also heavily engaged my team in the process of gathering information and dispersing it as we received changes and updates to the guidelines regarding the industry. Our monthly newsletter shifted focus to the pandemic, and we developed an entire portion of our website committed to providing up-todate information, multiple resources, and a state list of cosmetology boards. In addition, I started sending weekly video messages of encouragement to our professionals. I urged them to reach out to their clients with virtual hugs to ensure the lines of communication were kept open. I also recommended FaceTime consultations with clients, so the professionals could see the state of their clients’ hair and suggest tips for care. Currently, we are sending daily eblasts on education, safety guidelines, and other resources as they develop.

To provide further support, we are about to release two new ad campaigns with the intent of highlighting the suite environment as a safe space. The environment is extremely conducive to social distancing, as all services are provided one-on-one in closed rooms, unlike a large multi-chair salon. Suites do not have large common waiting areas, shared equipment, or shared washbowls. It is my belief that educating the consumer on the suite model will contribute to putting our professionals’ clients at ease when they visit our locations...


AHP Indie Stylist magazine

AHP Indie Stylist is AHP's bimonthly publication, created to speak directly to you, the independent hair stylist and barber. In this issue:

  • Crisis Management
  • Dreaming Big
  • AHP's Guide for Reopening Your Salon


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