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How Has the DevaCurl Haircut Affected my Business?

by Trash Talk with Anna Craig on Monday, November 15, 2010

anna craig

Hair has been Anna Craig’s passion since she was 12 years old, this has always been her path in life. In 2001 she went to school in Tempe, AZ, at the Carsten Aveda Institute. After doing hair for about 5 years, she realized that precision haircuts were her specialty, after years of thinking that color was her calling. After doing hair in Arizona for several years, she took the plunge and moved to Texas, and her career took off. She soon opened her own salon, Trashy Roots Salon & Spa. There she became a Certified Deva Stylist, specializing in Curly Girl haircuts. She is also an Artistic Educator for Pravana, which gives her the opportunity to go out to different salons in the area and educate them on new products and techniques. She is also very involved in her community; holding annual cut-a-thons, participating in benefit hair shows, and helping with local beauty schools.

Our sales rep from RDA/State was always coming into our salon every week trying to get me to try new products and I always turned her down. But this one time I paid attention and found out about an amazing product—DevaCurl. I had seen little articles in various hair magazines and I thought what the heck, let’s try something new. So I brought the line in and I signed up for the various classes they offered. First I took a brief product knowledge class and watched a cutting demo. Then I took the hands-on in depth Deva Cutting and Balayaging class. This class was harder than I thought it would be, and I didn’t know if I could sell my clients on it, but I was ready for the challenge. The big thing is I have straight hair, so how was I going to relate to these clients and talk to them about their curly hair?

I emailed some of the curly clients our salon had and offered complimentary Deva styling for anyone who was interested just to try the products out. This created a lot of interest, and almost everyone that did the demo purchased the products. While I did the demo, this gave me a chance to talk to them about the DevaCut. After several of these clients left, they went home and their friends and family loved their hair, so then they started referring them to me to fix their crazy unruly curly hair. The word was starting to spread like wildfire.

But the best thing to happen to our curly business was getting on NaturallyCurly.com and having reviews on there. I am now getting 3-4 calls a day and I am doing 1-3 DevaCuts a day. I have clients driving in from all over the state, even out of state, and I just had a client come in from Guam. As I am educating my clients, they are telling their friends and they are telling their friends. It’s amazing what this product has done for my clients and for my business. I went from having a small curly clientele who flat-ironed the death out of their hair every time they came in, to having a huge curly clientele that loves their curls and never straightens their hair any more. About 1/3 of my clientele are now curly girls and it’s just continuing to grow. My color services are also changing from DevaCurl too, I’m now doing more Balayaging which looks more natural on curly hair. Curly girls are definitely loyal clients and they will do anything to finally love their hair.

3 Comments for “How Has the DevaCurl Haircut Affected my Business?”
  1. by stevev363

    On December 6, 2010 at 5:10 pm

    So you have justified with this article the fact that products are important, especially for curliest! Devacurl has been a strong seller in my salon from day one, and I have 10 lines of haircare on my shelves. Lucky for you Anna that you have been able to receive education from them, curly education in the Midwest is non-existent and rarely do the curly lines who are all on the coast ever come here. Our devacurl distributor has just been changed and I’ve begged for the education already, so here I sit with high hopes of learning more curly goodness!!! Anyway, it sounds as if you have found a new way to invigorate yourself and your clients through targeted product as well as I have. Cheers and Happy Hollidays!

  2. by TrashyTalk-AnnaCraig

    On December 11, 2010 at 8:55 am

    I you are in an area where there is little or no education you might have to travel to get some good education. And believe me it’s definitely worth it and it’s all a tax write off. Bug your local sales reps too, sometimes they can try to get the education you want.

  3. by CurlyCutie06

    On August 18, 2012 at 9:21 am

    Hey Anna! I am really interested in learning the Deva method. Where did you take the class at? I’m still in school at Baldwins in Austin. Is the Trashy Roots in Round Rock your salon? Please let me know! Thanks Jen

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Top Tips for Businesses
Top Tips for Businesses

Business Building Techniques

Begin having frequent staff meetings and collaborate on business building techniques used by others that you work with. Every salon has success right inside. Get the top booker to explain how they do it. Pair the weakest with the strongest and let them work next to each other. They can learn from what they hear and see. Do the same with retail sales. Share the ways that the top stay on top.

With cross marketing other services, know who the salon leaders are and copy them. Your staff becomes a resource to each other and by sharing dialouge that works, we all win.

Geno Stampora, Stampora Consulting Inc.

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