Salon Swagger

Brie (00:01.916)
Hey there, Salon and Spa superstars. Welcome back to Salon Swagger, the podcast where we dive into the good, the bad, and the ugly of commissioned salon and spa ownership. I'm your host, Brie, and I'm joined by none other than the amazing Chandra C Hey, Chandra, how are you?

Chandra (00:16.179)
doing really good today.

Brie (00:18.14)
Awesome. And we have a very special guest, Franco Hernandez. Hi, Franco. It's good. We're so happy to have you here. So for those of you that don't know, Franco has been a towering figure in the beauty industry for over three decades. He's not only renowned for his exceptional talent in the artistry of hair color and hair extension transformations, but he has also made significant contributions as an educator and a major innovator in our field.

@hairbyfranco (00:24.015)
Hey, how's it going? Good, good. Yeah.

Brie (00:48.284)
From early on in his career, Franco pursued advanced training with some of the industry's leading figures, which really honed his skills and ignited his passion for education. His journey as an educator began with renowned beauty brands, allowing him to share his vast knowledge and inspire countless professionals along the way. Franco's creativity and skills have earned him some prestigious nominations, which we're going to talk about, which is a testament to his innovative and boundary pushing work. Currently,

Franco is a premier educator for Bellamy Professional, which everybody in the industry knows, where he continues to educate globally about the art of designer hair enhancement. His commitment to excellence and education has made him a respected and influential figure in the beauty industry. I am thrilled to have you here. I can't say that enough. I think it is the highlight of mine and Chandra's probably month. So I'm really excited for you to share your incredible journey, your insights, your tips for success.

all of those things as we get into the session today.

@hairbyfranco (01:46.224)
No, thank you. Thank you so much for having me. You know, when I hear you say my introduction, first of all, thank you so much. It always reminds me that it has been a journey and I have no like thoughts of stopping anytime soon, which is amazing. And I also really enjoy sharing the path along the way because I feel like now in the present, especially with social media and some of the other things like, you know, we as a community in the industry really rely on helping each other as we should. So.

Thank you so much for the opportunity.

Brie (02:17.98)
Yeah, absolutely. I think you hit the nail on the head. I think that so many people look at this industry as competitive instead of learning from each other and sharing with each other and really building each other up. And I think if we would learn to do that more, this industry could be more professional than what it is instead of seen just as that hobby that everybody thinks that it is. So I think that's really, really cool that you agree with that.

So I really wanna start by diving in and exploring the early days of your illustrious career. Cause I think that's really important to see where you started. Your journey to me is a true, it's just a testament of the power, the passion, the perseverance and really continuous learning that we need in this industry. So let's talk about the roots of your journey just a little bit and how your early experiences influenced your path in the beauty industry.

So what initially drew you to the beauty industry?

@hairbyfranco (03:14.)
I think early on I was just very intrigued by it. I do like to give homage to my late mom. So I would always see her like styling her hair and teasing it and asking me as a child, like, hey, do I have any holes back there? You know, because to me, she's the first true talent that I met that can actually do a French twist like no other seamless and flawless, you know? And I just remember not even in school yet. And I'd be like, no holes, mama, no holes. You know, so.

And then right out of high school, this is all I've ever done. Like I'm so happy to say that I found it early and like I got to wear a lot of hats along the way. And if truly the word comes, it's passion for sure that keeps me going.

Brie (04:00.348)
I love that. Can you share some pivotal moments or challenges early in your career that really shaped who you are today?

@hairbyfranco (04:08.912)
Absolutely. I've shared this numerous times throughout the journey. And I remember the first salon I got to work at. And I was pretty young, right out of high school. So I was pretty young minded and so forth. And I still relied, you know, when we go to hair school, we're not quite ready when we hit the ground running, you know, and that's something that we need to really own. So I remember asking the manager at the time who I felt was just a phenomenal talent because it was all new to me and he was doing everything that.

I really enjoyed seeing and I asked him and his response was, what am I, your beauty school teacher? You know, and I, so like, I remember to this day how shrunken I felt and how like, I was like, whoa. And early on in my career, I, I always think about that and how I said to myself, I hope I never make anybody feel that way. You know, and I think it really stuck to me after that. And with everybody I've got to collaborate along the way.

you know, I've always been that open resource if I could. but you know, with the good, the bad and the indifferent, you have to let everybody know like, you know, I can't give it all to you. and I'll kind of set you in the right direction, you know, cause they have to meet you halfway, you know, when you're given information and when you're helping and so forth, you know, because then you become the Google of hair, which isn't fair either. So, but.

There is a balance in everything we do in this industry and this is no different. So that was very memorable to me.

Brie (05:41.596)
I love that. I think that's awesome. And I think that's why it's so important to have amazing salon owners like Chandra, you know, that are willing to teach and groom and mold these young apprentices into amazing hair artists. So Chandra, for you, I know this is Franco's interview, but for you, what big challenge really shaped you into wanting to make sure that you provided education in your salon?

Chandra (06:09.395)
For me, I think it was just because I didn't really have that in any salon that I worked in. And so it was a big struggle in the beginning. And I felt like compelled to offer that to anyone new because after I found my passion in the industry and really started to love it and learn, I wanted to share that with everybody else who also wanted that for themselves. And so that's really what drove me in that direction is just wanting to spread that and not have to have that experience that I had in the beginning.

for other people.

Brie (06:39.758)
me chill bumps. That's awesome. And I think it takes us into our next question. Franco, what motivated you to transition from practicing to actually educating?

@hairbyfranco (06:50.416)
Yeah, so along the path, which I feel this is a really great full circle moment because I had the opportunity in my career to be part of Chandra's vision and be part of her amazing team at Ohana. I got to spend some time there when I lived in Arizona and it was really neat to see that team dynamic early on. And so for me, it was like being able to thrive and grow myself with like -minded people. It was also good.

time for me to learn that it starts from the top down. So those people that are in leadership roles that they're walking the walk, they're talking the talk and things like that. And then I had the opportunity to start over in a new state and so forth. And so, again, this is a great opportunity to say thank you for that moment, Chandra, because it's scary. And sometimes when you're moving forward.

It kind of has to feel scary is what I tell people because if it doesn't, then how do you know it's a risk that you're needing to take and grow and groom? So by the time I had met Chandra, I had already had two salons personally, but I was still very young and I really didn't. I look back now and I'm like, wow, if I would have known then what I know now, right? And then also building relationships is so important along the way because throughout the years, I think coming up,

in February, I'll be here 15 years in California. So Chandra, I left Ohana 15 years ago, but how neat that I can come back and, you know, Chandra and I have talked throughout the years, and we've touched base and we've partnered on things and asked each other questions. And so for me, I think that was a really good attribute to have because along the way you're still going to learn a lot of things. And part of it is don't be afraid to ask.

Chandra (08:18.003)
Just taking it.

@hairbyfranco (08:40.784)
Right. So I think that's something that's really important along the industry, rather your stylist, a manager, you know, an owner. And so that's very important when you're playing the game of ownership. Right. So it was pretty scary. So, and then, yeah, I mean, I'm sure we'll talk about my California adventure as a salon owner in this interview, but yeah, I think that's part of it. Like just really being open to collaborate and build relationships. And that's why we call it network.

Right? So we have to continue to network because there's things we pay for that we want to learn. You know, we go to trainings and seminars and all these great things, but it's also great to hear it from a person to person perspective. I think it's powerful. So yeah. Yeah.

Brie (09:24.38)
very powerful. So Chandra, I would love to know what you saw in Franco at with when he was with you, right at Ohana, where you just kind of knew that he had the it factor because people have the it factor, right? And I think as owners, we noticed that quite often in our employees. And so what signs did you see in him where you just knew he's got it?

Chandra (09:47.987)
Yeah, I mean, his characteristics were always very team oriented. Like he wanted to be part of something. He wanted to help something grow. And he always was very nurturing as well to like the team. And so he kind of helped the team a lot, educated the team, but bringing him in, like I just, and I knew his talent, like I knew his talent bringing him in and he had the talent, but he didn't have the ego to the point where it was like, he still wanted to be part of this group and this team.

And we grew a lot together. Like he helped a ton with a lot of the stuff that we brought in and did. And I mean, yeah, I mean, that's really what I saw that I think helped our team as well.

Brie (10:26.972)
I love that. I love to see it just mesh seamlessly. That's a beautiful thing. Okay, so now that we've kind of explored the foundations of your remarkable career and your transition into education, let's shift our focus to some of the most notable achievements and innovations. Your work has not only earned you widespread recognition, but also prestigious accolades, including your Naha nomination. So I wanna hear about it all and how it impacted your career

and really set you apart in the beauty industry. So tell us about that Naha nomination.

@hairbyfranco (11:02.64)
Yeah, so I think it comes to when you've experienced things and you don't get complacent, I guess is the word, like you really want to keep continuing. You want to push yourself. This industry is so amazing. You can wear a lot of hats. So like opportunities that I had with Chandra and she was always pushing the team to do like, you know, partner with local magazines and different things. And the one thing that I've always

kind of carried and that I always remember somebody told me like, you know, you don't, you don't make mistakes. You make discoveries. And through those discoveries, we just kind of like start to mold our path and what we can do and what we can't do. Right. So, and I had the greatest opportunity of a long time mentor that we're still friends to this day, Mr. Nicholas French. And, you know, he like seven time Naha winner, you know, 13 nominations, you know, and three.

three of those wins, I got to be on those photo shoots. So it's really great that, you know, when my time came and I wanted to jump in, I was living in California at the time and I told my husband, I said, hey, I really want to do this, right? And in his mind, he's like, okay, so a lot of artists get sponsored, a lot of artists this, a lot of artists that. And I said, I think we could do it. I go, I just think that, you know, I have a vision and, you know, I want to go forward.

And there was definitely some struggles and trials and things of that nature in that, but I just kept going, right? So I decided to, I had entered a couple of times before. So each time it's a beautiful experience that you kind of learn. And this time around, I just did it a lot different, right? And the only sponsor I had was a sponsor for hair extensions from just a small brand, right? And I remember that we connected. He said, you know,

we decided that that's not gonna be a focus for us. And again, had that moment where I was like, my God, what am I gonna do? I was relying on that and I was probably down for like three days. And I'm like, can't believe it's falling apart already. And I'm watching TV with my husband in the living room and then all of a sudden he goes, what are you doing? I go, grabbing my keys, I go right back. I said, you know, I need to remember that I'm a true hairdresser, a true creator, a true artist. I'm gonna go find me some hair.

@hairbyfranco (13:21.4)
And so I got in my car and I went to like the nearest beauty supply and I didn't know if it was gonna work or not, but I grabbed what was there and my sketches were in my studio and I was creating and nothing was coming out the way that I wanted it, right? So again, I had to, it was like two in the morning. I said, okay, look, what can you create?

So I started playing and started doing things and something really beautiful was like, I was like, this is really amazing, you know? And within like a week and a half, I had three beautiful head pieces and I started getting the vision of the operatic divas of the 1800s. Like that just came to my mind, right? And so my husband's like, I had to tell him like, no comments.

from you, I said, you just let me do what I got to do, right? And then all of a sudden at the end of that week and a half, he's like, this is really great. He's like, I don't know how you did it. And I'm like, a lot of late nights and a lot of determination, I said, you know? And then when I shared the head pieces with my photographer, Mr. Keith Bryce, who we're still friends to this day, he's absolutely amazing. He's had numerous.

nominations under him that projects he's been part of. And then this year he just won his first Noha ever. And so he says, I need to make you something for this because he also creates wardrobe, right? He was on Project Runway. And he's like, I'm going to make you something for your collection. And so things just started coming together. And so what I learned from that moment is not to be such a control freak.

Sometimes you have to let things happen. It didn't look like any of my sketches. It looked better. Right? And so I submitted it and you know, the photo shoot was amazing. We did a whole collection, eight hours. And it was just amazing. And you just sit for that moment and you see the screen and you just scream and cry. I still cry.

Brie (15:34.972)
Mmm.

@hairbyfranco (15:38.904)
It was a win. Top 5. It was a win. And yeah, I didn't...

Brie (15:43.996)
I love that.

Brie (15:47.836)
You're going to make us cry now. Like this is, we're going to be a hot mess up in here.

Chandra (15:49.459)
Thank you.

@hairbyfranco (15:51.736)
I know the older you get, the more you cry. I'm gonna warn you guys right now. So I just hit 52 years and I'm the biggest crybaby and I'm like, I don't care. But I didn't take home the glass trophy, but I took home something. Yeah, so, but it was cool.

Brie (16:05.436)
Yeah. I think sometimes those types of things mean more than the trophy, honestly, the lessons that you learn along the way, you know what I mean? And I think you just spoke words that can reach tons, thousands of people out there that are constantly having those challenges and obstacles that happen, but they get themselves back up, they dust off their knees and they keep going. And so that is worth everything right there.

@hairbyfranco (16:11.)
Yeah. Yeah. Yeah.

@hairbyfranco (16:35.32)
Yeah.

Brie (16:35.644)
Let me ask you this, what does the recognition that you have now, what does it mean to you? Whether it's from Naha or your other amazing things that you've done, what does it mean to you and your career?

@hairbyfranco (16:50.616)
well, when people ask, they're like, tell me like, I had somebody tell me, you're up here and we're down here. And I'm like, what are you talking about? I said, here is the reality of that. I said, is the difference between me and you is I actually entered the contest.

You know, so in the present, February, I'll hit 34 years in the industry. And I just tell everybody, you just have to do it. Like you just have to, like, I can't predict your future. You, you're the only one to control it. The only competition every day is yourself. That's it. And if you just have that mindset and just do what you do and don't worry about, you know, what people are going to say or whatnot, are you happy with it? Are you happy with the things that you're doing?

you have that control to change it, you know, and I even get to opportunity as an educator now going to a lot of salons and meeting stylists, meeting owners. It's important to me to leave a positive message because they see you in a certain light, right? And there's responsibility behind that. I feel to the industry, to yourself, to your peers around you, this industry is more powerful than people really realize. And because of that, we have

to walk in a path that really puts the integrity behind the industry and as individual artists, right? I joke around with people, I'm like, you know what, sometimes the toner over -processed. Sometimes I trim too much off the hair. I'm a human being, you know? But I utilize my experience and my knowledge to kind of get me out of those situations. And sometimes your peer next to you needs your help, you know? And if we can kind of do that for each other, I think that's what...

driven me so far in this industry is even in my current standing and working with brands and doing things, you know, I have past chapters that reach out to me and say, Hey, what do you think of this or what's your take on that? And it's important to kind of have that mindset moving forward because if you want longevity, that's part of having longevity.

Brie (19:04.796)
I think that is so profound and you are so humble. Like it blows my mind how humble you are because I feel like ego is a big thing in this industry for some reason. Would you agree Shandra? Like I feel like people are egotistical and you are just not that way at all. And I think that's why you have been as successful as you are. So I know that you also did like some editorial projects and platform presentations. What to date today.

@hairbyfranco (19:10.616)
Thank you.

Mm -hmm.

Brie (19:33.308)
What was your most memorable, either editorial project or platform presentation that you've done?

@hairbyfranco (19:39.932)
I think the most recent in 2022, you know, working with Bellamy, which has been an amazing opportunity and chapter because, you know, here I started with an extension brand that was very small in the beginning. And now we're approaching our 10th or 11th year and we're a global brand now. Right. So, 2022, we did our first showcase in Las Vegas where we did an award show. We did all these things.

And I was asked to do a presentation and the other four or five presenters, right? They're like, well, you're going to be the finale and you know what? We want to hear what you're going to do. And I said, well, I said, hearing what the other ones are doing, they're doing amazing things. I go, why don't we twist it a little bit? And really you have to think outside the box sometimes. And I said, you know, I pitched to them.

let's do an avant -garde presentation utilizing the trainings that we show our stylists in the certification program. And they're like, tell us more. And I said, from every stitch we teach, from every bead we close, I said, if I take all those different learnings and I create something beautiful, I said, why don't I recreate my 2016 avant -garde creation on stage? And they're like,

a little quiet for a moment and there was just like, okay, then the ideas and all the concepts started rolling in this brainstorm session. And so when we did the showcase in 2022, we were able to deliver a lot of education throughout the presentation day. And then all of a sudden it was time for the finale, the last two presenters, which was myself and Meg Stringham. And so,

she's doing something educational and all of a sudden I get this beautiful model walkout. I had partially started the headpiece and then I showed them, you know, like, hey, these are eye tips and this is what I did with it. And my husband to this day would tell me like, you're sitting, I sat in the audience, he said, and moments where people were just like gasping at some of the things that you're delivering. And so it was a great moment because the brand got to see

@hairbyfranco (21:57.052)
the prestigious direction that it can go in. And I was able to really highlight, because I've always said, like, you know, when you see editorial images, it's so great when you can actually do it live, because it really speaks to the creation that was actually published. So that was a big moment for me. And everybody at the showcase came from near and far, national, international, so it was great. So at the end of that, we had a reception after the finale was over and we all went back.

change and we went to the reception afterwards and my husband and I still talk about it and he's just like, I couldn't even get near you the whole night. He said, you know, people just want to take pictures with you, ask you questions. So it's a very memorable moment, not because, you know, I got to feel like a star, which was really, really cool, but I got to show what I share, like taking risk.

You know, and you don't know, I mean, there's a lot of planning behind it, which that's a very important part of it, right? There has to be planning, there has to be research. You know, and I remember numerous times practicing techniques and it just didn't work, you know? And so I've done my homework and that's what I tell everybody. I've done my homework, I do my research. I don't just show up and say, I'm gonna wing it. You know, it doesn't work that way, you know, so.

That was a very memorable moment because it was in person. So that was really cool.

Brie (23:29.5)
That's awesome. I feel like you are definitely living the life that many in the beauty industry dream of. And I mean, your story is just a tremendous success. There's no other word for it. Your journey from early career challenges to significant achievements. I think it's going to inspire so many people. I know it already has, but people that have never met you or heard of you, you know, that listen to this are going to be so inspired. I want to shift gears just a bit.

and discuss another critical component of your success, which is social media and branding. You recognized early on the importance of a strong social media presence, and you have effectively leveraged it to showcase your work and to grow your brand. I think that your insights are going to be able to provide valuable guidance on harnessing the power of social media and brand identity for people that are listening to this. So let's talk about that.

When did you start focusing on social media and why?

@hairbyfranco (24:28.156)
I remember exactly when it was. So it was 2014 and I was entering the new chapter where I was becoming independent. And so the reason why was because prior to 2014, what got me to California was I took a corporate role with an amazing brand called Alta Beauty. And they are a mega beast.

Brie (24:30.556)
Hehehehe

@hairbyfranco (24:51.9)
And, you know, they took me on as a marketing director for a salon and I had Los Angeles County was my area at 16 salons that I got to kind of mentor the managers, help them grow teams and so forth. But again, my passion was kind of like put on the shelf. And so you have to ask yourself, where do you want to be? Where do you want to go? Right. And I didn't know where to go because I was still kind of new to California.

I didn't know who I can trust, who I can look up to as a leader. And so I said, you know, let me just stay alone for a moment. And so I, you know, didn't have the funds that it takes to really get off the ground. And I said, you know, there's this thing called Instagram that's really blowing up.

And I would talk to people and they, you know, stylists my age are like, I'm too old for that social media stuff. And I'm like, hey, it's free. Like, how can you say no to free? You know, so yeah. And I had another great friend who happened to be a beauty editor that I knew at the time. She used to run a magazine called, I don't know if it's say names, but it will. Hot on Beauty, right? It was a great magazine at the time. It was back when magazines were really popular.

Brie (25:54.716)
Yeah.

Brie (26:05.18)
for it.

@hairbyfranco (26:11.42)
Now things are a lot more digital to the present. And so my dear friend, Gerald Spears said, hey, Franco, you know, she reached out and she said, I love your work. You know, and so she was one of the people that started really noticing because I was more like, I can't afford a website right now. And at least not the type that I would want, you know, and so forth. And I go, this is free. And I can start showcasing my work. And I kept in contact with her because she was a really good coach.

And I had no idea how it would re -energize my career and just make connections, make friends, get clients, you know. And through that, you learn stuff because social media changes all the time and you have to keep up with the change. The one thing I'll say is the first thing that you should really put into strategy is what type of brand you want to be, right? So.

what do you want to be known for? And so for me, because I really had such a passion for hair color, as well as hair extensions, you know, I knew that I had to come up with something. And so my brand was the art of transformation. Like I just wanted to be known as a transformation artist. You know, some people maybe want to be a cutter. Some people may want to be a colorist. And even with color, they want to be vivid. They want to be balayage. You know, you have to find out what you want to be.

what you want to be known for so your message does not get lost in the translation, right? So it really helped. I really started to grow and I started getting noticed by different magazines which really helped because then they started reposting your work. So the numbers grew pretty fast at the time when you were able to grow numbers pretty fast because the algorithm has changed since then. And Gerald said, hey, why don't we

Brie (27:57.98)
Right? Yeah.

@hairbyfranco (28:03.996)
get together and help other stylists grow their social medias. And I said, sure. And she's like, she started something called Thousand or Bust, right? It was like a group that we had, a social media group. And what we would do is we would help talented individuals reach their first thousand, right? And now I look back at that and we have people with like six figure numbers or higher.

doing amazing in their career. And I was like, I remember when we helped them get their first thousand followers, right? So it just goes to show you the power of social media. So I took it on as a way to showcase my work, right? I wanted people to see who I was and what I offered, share my passion and...

Brie (28:35.868)
Aww.

@hairbyfranco (28:53.084)
you know, I would get people from other countries. Sometimes the DMs, I didn't even recognize the language, you know, but I'm like, I think they said it's cool, you know? I'd see hearts, I'd see smiles. So I'm like, all right, they liked it, right? And like whenever I post even to this day, like I still share what formula I use, what color hair extension I use, like, you know, at the end of the day, even in my class settings where I'm just kind of like, hey guys, at the end of the day, you may be using the same colors.

Brie (28:59.836)
You

@hairbyfranco (29:22.172)
You may be using the same processes, however, your hands are your hands and that's what sets you apart. So if you have that mindset, you guys can help each other and you can put your personal signature on anything you touch. And it's been great to still be part of social media, still be relevant at 34 years in the industry, to be seen as a true professional with true artistry. So it's been really nice.

Brie (29:48.828)
I love that. I think that's amazing what you said about your hands being your hands, right? Because so many people, they hide their formulas or hide what they do when they don't want to share or build each other. And so I think that is amazing. One thing that Chandra and I have both noticed as commission salon and spa owners is that brand identity is something that people tend to focus on maybe in the beginning stages and then it kind of tapers off, right?

I think we just get so caught up in the day -to -day operations, we sometimes forget about the monumental role that it actually plays within our business. So what specific strategies would you give our listeners for brand development that have worked for you? Maybe one or two strategies.

@hairbyfranco (30:31.748)
Yeah, for sure. I mean, again, even though I'm in a different role in my own career now, I still get the opportunity to partner with salon owners across the network, which is really great. I work with a lot of key accounts to help them grow and build their business, not just in hair extensions, but just in a team essence altogether. So in the commission salons that I had and what was really successful about them was being able to

Not, you know, it's great to offer education. It really is. And it should always be a staple because things are changing all the time. So we want to stay current. but I think the consistencies behind the practices are super important. even with touch touching base, right? Like you can have your team meeting, you can have your one -on -ones, but you know, even with those, I learned early on, like, you know, if you tell somebody how they did in what I terminology is very important.

So instead of calling it a retail sale, for example, I'd be like, in your guest prescriptions, this is how you did this month. Because at the end of it, it is a prescription for the guests to maintain what you created for them, right? So verbiage is key. So in your guest prescriptions for this month, this is how you did. And then I'd have to kind of reach in when they were like kind of low, for example. I'm like, what do you feel is your setback? What do you think is really, you know what I mean?

your guests really rely on these prescriptions, whether they know it or not, it's your opportunity to educate your guests, right? So, and we kind of hone in that way, but the consistency was key because the minute that I stepped away from that, the numbers definitely suffered, right? So, and it's important to teach the team the strength of track, measure, and grow. Now they can hear those three words and they're just going to be like, you know.

Yeah, my mom takes care of my bank account. That's kind of like today's culture, right? So I go, you need to track measure and grow. So if you track your day, track your week, and you track your month, then you can measure if you're growing or not. And just simple things can actually help you, I said, because giving examples is very key, right? You go to McDonald's, and they're like, you get the Big Mac value meal, and they ask you, do you want to go large?

@hairbyfranco (32:56.101)
Right. It's those little things that those little numbers add up at the end of the week. Right. So tracking, measuring grow is really super key. So those would be the two biggest things that I can recommend is just really like, you know, having those touch bases, but making them unique. That's going to be so key. Right. Like I've noticed successful salon owners that like

don't use the verbiage that's commonly heard so that they can actually touch their team in a whole different way. And then through that, being able to teach them how to track, measure and grow. Like we as owners know the business lingo, it's over their head to be honest, because they're not in our role. So I had to communicate in a way that they were actually gonna get it. And you have some that do and you have some that don't. So you have to kind of...

kind of structure it in a way that everybody's going to get it. So those would be the two probably strongest attributes I could say could success with Solonar, most for sure.

Brie (33:56.668)
I like that. I think that's something that Chandra and I really, really focus on as we're coaching salon and spa owners is that we can give you a million examples and ideas and things of that nature, right? But you have to make it your own. And for some reason in this industry, it's like this mind block that we go through when we're coaching these salon and spa owners because they just, they can't get past figuring out how to put their vibe or their spin or their swagger on it, right? And so,

I think that you notice it as well. And I think that's really important. So you've owned three salons. I know that, right? What are, let's see, I'm sure each of these studios probably brought unique challenges and experiences. What is one of the biggest challenges you faced as a salon owner?

@hairbyfranco (34:32.55)
Mm -hmm. Yeah.

@hairbyfranco (34:46.054)
You know, they were all at different times of my career. So the first one, I was pretty young actually. And I just, I opened it too soon without really researching. So that's how you learn that. But I was able, each chapter though, I will say I was able to close the door, not in debt. So that was kind of good, right? Yeah. Everything fell into place. The second salon had a business partner and her and I got to lean on each other and close that chapter.

Brie (34:59.58)
I'm sorry.

@hairbyfranco (35:15.975)
And then there was a long time that I didn't own a salon with the staff. And then I just, I don't know why, but I told my husband, I wanted to open a salon in California. And, you know, I'm so happy I have somebody who his, his support is unconditional, right? He's like, okay. You know, and that chapter was crazy, but I look at it, like it all happened for a reason. Cause now I could talk about it, you know? And so we opened our salon three weeks before COVID.

Yeah. And let's remember I'm in California, the country of California. So we, in those eight months, we opened and closed three times. Yeah. Yeah. But through that, you know, we had our salon for four years and then, you know, we had a five year lease, but on the four years,

Brie (35:47.644)
Well, how did that shape your perspective on business resilience? I think that's a great question.

Chandra (35:49.331)
Thank you.

Brie (35:56.188)
Yeah.

@hairbyfranco (36:13.766)
We got through it. And so on the fourth year, I was fully staffed. And in a shutdown nerd, I was a Aveda salon. And I was at the level where I can partner other brands at the same time. And through COVID, I was able to become concept and then later on lifestyle in four years. So that in itself was something crazy because we were still able to grow those numbers.

even though we open and close three times. And a lot of it was just really supporting and building the team in a way. And some of the ways I shared with you, but mind you, we, I mean, I could say it now, like we had to like let our clients in through the back door. You know, it was that, that moment here in California, you know? So each chapter, each salon was a totally different stage of my life. And the last salon chapter was probably the hardest. However,

had I not had all the other things I've experienced along the way, I probably wouldn't even made it the first year. And there were times I would reach out to some salon owners here and there. And I also will say it's amazing to have partnership with brands because they stepped in and helped too. And so it's just nice that throughout the journey and the relationships that you create and just that.

Kind of like the saying, you don't want to burn any bridges, you want to be able to just keep it open, you know? And so it really helped. And so I actually got to pass the baton on to a gentleman on my staff who always wanted to live that dream. And so I told him, I said, well, I took the blunt of the blow and I'm happy to pass the baton on to you. And he's doing amazing and he's happy and.

everybody's happy and I still talk to some of the staff on a regular basis too, which is really great. So, yeah, I don't know if that answered the question, but that was the moment.

Brie (38:13.18)
That's awesome. I love that. So after coaching thousands of salon and spa owners, Chandra and I have found that balance is an area that over 80 % of these owners struggle with. Let's be real. It's difficult to provide services, to run a business and to actually have a freaking life, right? So I'm curious as to why you feel that balance between artistry and business is so important in a commissioned salon or spa and how it can be maintained.

@hairbyfranco (38:43.273)
Yeah, for sure. I still even say this at the opening of my certification classes because they invest X amount of dollars to be there for two days. And so I have to remind them of what they spent to be there. The 16 hours they're giving me and why they're doing it. And so I would just want to remind them that they are going to learn, enhance artistry and through that also build some revenue behind it. And so.

The first thing I say is there has to be a balance. You're here for a reason. So if you're focusing so much on your artistry, don't let your business balance suffer, right? So it kind of has to go hand in hand. And to put value behind the education that you're doing and getting and paying for or earning, because there's a lot of salons that build tiers where you can earn education, right? So everything you put into it, the artistry is blooming.

but also there has to be some value behind it, right? You don't wanna give it away. So it's very important that they see that and they see the opportunity. I myself as a former salon owner, I'd go above and beyond to make sure that they had the education, but I always had to remind them the value behind the education, that your guest prescriptions earned us points that we can have this artist come here. And through that, you're able to learn and earn to live a better life, right?

but create beautiful things in the process and change people's lives in the process. As a leader, we have to constantly remind them of that. So it's very, very important.

Brie (40:15.548)
Something that we preach at the Beauty Biz Agency is creating a stellar, I guess you could say company culture in your studio. We have found that many salon owners think that they have a really great culture until Chandra and I start getting into the nitty gritty of everything. And then they realize it might not be as good as they once thought. So how important is salon culture and how can owners create a strong salon DNA?

@hairbyfranco (40:43.53)
Yeah, for sure. And I think that was the one thing I brought up in our conversation before this one was we focused so much, you know, I'm gonna build a beautiful salon. It's gonna have an amazing culture. And I tell them, go back a little bit. When you said build a salon, you also have to build the DNA behind it of like, when you onboard your team members, you're sharing that DNA with them. And then that way,

when they're all together, they create a seamless and consistent culture across the board. That's how the culture is built. We as owners or managers, we are very, very business, but that's what I was saying earlier, if we find a different way to translate that, we have to break the mechanics, so to speak, and that sounds so robotic because we'll lose them right away, right?

So it's just a matter of, that's what I was saying, like changing some of the verbiage, changing some of the practices. And I remember when I would go into my salons, especially in California, and I'd walk in and I always made a full circle before I went to my office. Like I just, you know, people are always delighted to see me because they always knew I was gonna greet them personally. We ended up with 14 stylists. We started with eight, ended up with 14, you know.

I have to go to work an hour early, I find. I'd have to go an hour early and kind of make that circle because it was part of my work day where I had to acknowledge because I also wanted them to know how much I appreciated them. And so to stop and say good morning to all of them was very important. And then guests in their chair, I would recognize too. And they would love that I would conversate with them before I made my way to the office and had my first meeting or my first whatever.

The other thing that I learned with that is it's really hard and this a stylist or an artist needs to focus on the artistry and build the numbers. That's great for them. But as an owner and manager, I can't run a successful business and create beautiful things. It's really hard to create. It's a harder balance for an owner and manager to do both. So you have to make that decision when you want to jump into that role because

@hairbyfranco (43:03.021)
As many owners and managers know, we invest a lot of our savings, a lot of our resources and everything to build a salon business. So there are some like, I can do it, I can do it. And then the reality is, is they're overwhelmed. And that's how they lose strong, talented team members in an industry that has so many things happening, you know, suites, rentals, other.

you know, the new salon down the street, you know. So there's a beauty behind teams where it's like they can have a leader keep those consistencies for them. So I think that's what's really beautiful about being in a Timor Renta salon, because they can be like, hey, Franco, you know, he's going to sit with me this month. I always look forward to it. I want to see how I did. I want to see how I'm going to grow. And when you're an independent, now you're both owner and

you know, stylist, you know, so it's a little bit different. You know, for me, it's a little bit different because I work with corporate brands and so forth, which is why I wanted to be in an independent room. If I'm not here, I'm doing other things in the industry. So for me, it's a little bit different. So I can sit here and talk with everybody and just be like, you know, as far as owners and stylists are concerned, yeah, I can give you true testament of that because at that time in my career, that's what I really thrived and learned from. You know, I'm

Brie (44:01.564)
Yep.

@hairbyfranco (44:27.566)
I'm now in a different place because I am 34 years and I don't know where I'm going to go in the next 10 years. So I just want to make sure that I can do all the things that I do. But part of that is being honest and sharing the successes of and share it with those that are in that moment right now. Like there's owners right now and they're like, I don't have a go to right. Love that podcasts are growing because five plus years ago, it wasn't as strong as it is now. So now this is a great resource.

Brie (44:49.34)
Yeah.

@hairbyfranco (44:56.973)
And so for sure, it's definitely sharing the beauty of team oriented environments, such as salons, commissioned salons. And I get to go and have meetings with salon owners and managers because they're thriving and we want to continue to help them thrive or they're struggling and want to get them out of that. Right. So these conversations are so important because we're human. I always remind people we're human. Right.

Brie (45:25.244)
You

@hairbyfranco (45:26.797)
but creating balance. And I love that you asked me that because here's something that a lot of owners don't realize. You know, they have some superstar talents in their salons, you know, and the best way to reward them is give them weekends off. You know, their numbers are already thriving no matter where you put them on the schedule. Like, you know, hey, Franco's booked from the time he walks in till the time he leaves and now he's double booked and we got him an assistant.

He can do that on Tuesday, Wednesday or Thursday just as well, right? And you're gonna give the newbie a chance to work weekends, because newbies need to be, weekends and evenings are the key to grow a newbie. And so I had to learn that and I had to push my stylist like, hey, take Saturdays off and they got so scared. And I'd be like, okay, let's wing you off of Saturdays because you have kids, you have dogs, you have a husband, you have all these things, right?

Brie (45:57.116)
Yeah. Yep.

@hairbyfranco (46:22.798)
So I'd be like, why don't you take every other Saturday off? You could totally handle it. And that would wing them into like, I can actually take Saturdays off, right? And then I'd sit on their huddles and they'd be like, your numbers are still strong, if not stronger. And then my newbies got to grow really fast. And that's how.

You know, in the four years I was able to do like, for example, in California during a pandemic, I was able to grow my salon to 14 people because, you know, I, I just kind of shifted the, the strong ones that they can, they earned it. They really did. They earned it, you know, and, and they had the mindset of tracking, measuring, growing and education so forth. So I started seeing them plan vacations. I started seeing them.

Brie (46:59.58)
Yeah. Yeah.

@hairbyfranco (47:12.816)
You know, my goal is I want this purse, you know, and I would use that. I'd be like, okay, if you get that purse, I was like, okay, I'm going to carry it. Can I carry your purse? And you know, it was just things that made them happen, you know, so yeah. So those are things that I like to share whenever I have the opportunity to share on growing a successful business.

Brie (47:16.412)
Yeah.

Brie (47:22.492)
I'm out.

I love that. Yeah.

Brie (47:34.396)
Yeah, I love that. And when you say that, it makes me actually kind of think of Chandra, right? Because she was in that position of when she and I met, where she was behind the chair full -time, trying to run and grow her business full -time. And I was like, no, no, no, no, no, no. This is not going to happen. And so now she sits in a spot that's a little bit different. And so Chandra, I would like to hear from you a little bit after what Franco said from your side now as an owner.

about the balance because you've seen the drastic difference that it can make.

Chandra (48:08.819)
Yeah, I mean, you can't do all of it at the same time effectively at all. It just won't happen. I mean, you're going to burn out or you're going to, their business will fail like one or two or both might happen. And so I think from my side, definitely when I pulled back from behind the chair and started balancing things better and balancing my life better and being more involved with my team more like I needed to be.

And all of those things, we grew exponentially really fast because all of those things were starting to fall into place. And I was focusing my energy in the right places instead of that. So it's just like Franco said, you can't make things beautiful and run the business all the time because it's just really hard. So that's when you have to make that choice. So yeah, thanks a hundred percent.

Brie (48:53.852)
I love it. I love it. Just comes full circle, right? It always comes full circle. Well, Franco, I just want to thank you for sharing all of the invaluable insights and experiences from your journey. It was amazing. It's clear that there is so much to learn from both challenges and triumphs that you faced, just you, right? Let alone Chandra, myself, everybody else. So as we wrap up our conversation, I want to give you a second to send a message to all of our listeners out there.

@hairbyfranco (48:56.591)
Mm -hmm. Yeah.

Brie (49:21.628)
Whether somebody just opened their studio doors or they are looking to maybe take their business to the next level, I have no doubts that your wisdom can guide them on their path to success. So take it away.

@hairbyfranco (49:33.328)
Yeah, thank you so much. If you're just starting, definitely good for you because that's the only way you're gonna do it, right? But as you find your brands that you like to play with, they have jobs that they have to do too. So put it back on them, have them partner with you, have them help you grow. Because if you grow, they grow. So don't be afraid to ask. That's one good thing.

continue to network, continue to be open, and really, you know, at the end of it all, just try your best to have a great time and not stress so much. Don't overthink, don't overdo, you know, and if you find yourself overwhelmed, it's okay to step back a little bit. You know, it really is okay to step back, reevaluate, and then keep going.

Brie (50:25.564)
I love that. I just want to thank you for kind of paving the way for so many people in this industry. I really, really am full of gratitude for doing that because there are so many young people out there that just need, needed someone to pave the way for them, right? They need people to look up to that have, like I said, had challenges, obstacles, all of those things and overcame them in so many ways. So thank you for that. For those that are listening and they want to follow you,

see more about your work, learn more about who you are, how can they follow you on social media?

@hairbyfranco (50:58.353)
Sure, so I made sure that all my outlets had the same username. So it's at hairbyfranco. So that way it's easy. And yeah, I mean, people DM me and I always try my best to reply or put them in the right direction. I always tell them if I'm not answering it's because I'm creating something, but I will get back to you. So.

Brie (51:18.08)
Awesome. Well, make sure everybody listening to check out his latest projects and educational content, just everything that he has on there because he's amazing. Franco, I just want to thank you again for joining us on Salon Swagger. It has been an absolute pleasure having you on the show. To everyone else out there, thanks for kicking it with us today. If you enjoyed today's episode, please subscribe and leave us a review. Follow us on social media for more tips and updates. Chandra, how do they do it?

Chandra (51:42.483)
Yeah, go ahead and find us at the Beauty Biz Agency on Instagram or Facebook or TikTok. We're on all three platforms and you can also reach us by email at admin at the beautybizagency .com.

Brie (51:55.228)
Awesome. Make sure you visit our website at www .thebeautybusagency .com for some amazing free resources that you can implement immediately to start seeing some positive changes, you know, in your commission salon or spa. Now go out there, make some boss moves. Until next time, keep slaying those business goals with a whole lot of swagger.