5 Savvy Bridal Boosting Tips

Brides are big business, so it’s smart to put together a plan for luring these lovely ladies into your salon. Intercoiffure Fashion Director Vivienne Mackinder wants you to sing “Here Comes the Bride” all the way to the bank, so she’s offering 5 hot tips for building a brilliant, successful bridal business and generating those oh-so-sought-after referrals. Here’s how:

1. Turn the Page
Look books are extremely important—your client can flip through and see the styles you can create. Feature your best work and make sure the photographs are professional. Also, tell your client it’s mandatory to bring in images of hairstyles she likes. Simply saying, “I want it up and I want it to look pretty” won’t lead to the best results for her.

2. Look, Touch, Feel
For the consultation, ask your client to bring in an image of her gown and veil (or headdress), and make sure the image shows these items on the bride and not just on the hanger. Why is this important? You need to see the big picture. Understanding the period the gown reflects (e.g., 20s, modern and minimal, fairy tale, opulent), and seeing the silhouette will aid you in designing the hairstyle. It is also important to know if the style has to be built around a veil or headdress. Remember, you are pulling together the entire look—it’s not just about what’s going on above the neck!

3. Solutions for Strands
When your client says, “I am trying to grow my hair out for the wedding,” suggest hairpieces or extensions. Not only will this generate additional revenue for the salon, it will also alleviate a lot of “growing out” pressure for the bride. Provide her with a catalogue or look book to show her all of her choices. Remember, the scale and proportion of the style must work with the silhouette and size of the dress.

4. Practice Makes Perfect
Rehearse, rehearse and rehearse some more. Perfect the final look long before the actual day of the wedding. Bring the bride in several times if needed, especially if you are doing something that is intricate and detailed. There are no shortcuts to this process. The rehearsal is the time to experiment, not the wedding day.

5. Journal and Jot Down
Keep a notepad and a camera handy and journal your entire hairstyling process during the practice sessions. Take pictures of the front, sides and back with detailed notes and steps on how to “get the look.” By keeping this “photo journal,” you have an invaluable reference. Sometimes it’s easy for busy stylists to forget what they did!