Free-thinker, industry visionary, entrepreneur, and educator have all been used to describe William Edge. Credited for his visionary approach, his name resonates with many throughout the world of hair and beauty. From fashion week to runway shows, to salon clientele, William Edge has transformed and inspired thousands with his work. Even more, have been influenced by his effort to challenge the industry.

Today, William has downsized his business from operating seven salons and an Institute in Seattle, Nashville, and Texas to a smaller Texas only operation in order to prepare for the next chapter in his beauty business.

In this piece we pick William’s thoughts around the beauty industry of today and why he thinks it is due for a change.

This post is part of a series titled – The Six Fix. Semi-frequently we at SalonBiz interview salon and beauty industry professionals around timely topics, industry trends, and …… Each interview is captured in six questions and answers which we share. We aim for these posts to deliver education, entertainment, and foster community between aspiring salon professionals, our customers, and the industry at large. We hope you find value here.

Question 1:

As an owner of multiple salons and an institute, we’d like to know what inspires you about this industry. What shapes your prolonged interest?

Ironic as it may be, I actually don’t like the business foundation of the beauty industry. I’ve been in this industry for over 30 years and have been challenging the stereotypical salon model from the start. I sincerely believe that the structure of the industry as most know it, doesn’t support the desired outcome most are dreaming of. If the industry worked then we all would have a longer list of stylists that have retired, or put their kids through college, and have financial security after years and years behind the chair. As a second-generation hairdresser, until I was a sophomore in high school, I don’t remember my mom not having a second job waiting tables on the weekends to support her family. That is the reality I always strive to change.

Question 2:

How has your work within the industry directly related to fixing what you see as broken?

“Why not?” Has been the question that has guided my effort in fixing this industry. I look at all the other small businesses and wonder why can’t the beauty industry offer things like insurance, paid vacations, paid holidays, education, personal development, and a stable compensation? That mindset has established the groundwork for the non-traditional approach we take at Williams Edge salons and William Edge Institute.

One of the cultural staples we have challenged in our industry has been the culture of tipping. We are the only profession that says we will deliver you a service for ‘X’ price and still expects a tip at the end. When a nurse gives you a shot and it doesn’t hurt, you don’t slip them $20.00. Professionalism requires that we question our foundation and ask ‘Can we do it better?’

Our success in doing things different has presented numerous opportunities for us to share our philosophy all over the world. When we see a change in people’s approach, the better chance the industry has to evolve.

Question 3:

What advice would you give to future generations aiming to make it in this industry?

You need to prepare for the reality that this craft requires more than just intellectual learning. There used to be a lot of great teachers to learn from and now we have YouTube. In our type of business, there are two folds of learning. The intellectual and the physical. No one can think themselves to a great haircut. A great haircut requires precision. There is a specific way to hold the scissors…ideal placement of your feet. Details that are taught, applied, and mastered through educational experience.

The actual implementation of this business is harder than people give it credit for. Apprentice programs will never be replaced because of this. Anyone can do a $25-30 an hour haircut. However, when you go up the ladder, there are less and less people. Education, experience, and mentorship are all required if you truly want to go beyond a paycheck and have a career. Who invests in you and your future can truly determine your longevity in this industry.

Question 4:

How has COVID-19 pushed your business to stay ahead of the unexpected?

I’ve been operating ahead of the unexpected way before COVID. Nothing has changed too much when it comes to safety in a salon. Something that people may not realize is that sanitization is the only thing that salons are inspected on. The paperwork, waivers, and additional sanitation processes are what has changed.

With that, it’s not about staying ahead, it’s more about how we respond to it. We couldn’t predict this time. We’ve focused on getting our business back to as normal as possible using the information and technology available to us. Online and mobile salon management has further embedded itself into our operations. Our salons follow a defined process, so our guests understand that all precautions have been thought out.

Question 5:

What trends do you see in the beauty industry for 2021?

For salon owners, it is a tough time, and hopefully one ready for change. The trend I would like to see is where we start infecting younger hairstylists with a sense of history. A sense that gets them excited about growing in this industry. This industry has always been a leader, a place where creativity forces evolution and growth. I’d like to see more of that. A re-energize of the industry.

Question 6:

Is there anyone that has contributed to your deep involvement in the industry?

Absolutely my mother, Judy. She ran a salon that I spent a lot of time in when I was younger. I witnessed firsthand the challenges of the industry by listening to the conversations between my mother and other stylists. I never thought I would join the beauty industry and yet years later, here I am. As the saying goes ‘what you resist, persists’.

When it comes to coloring your hair, there are two camps: the at-home box color brigade and those who swear by the salon. If you’re a box color gal (or fella), you might not see the value in paying someone to do what you can achieve at home. But that’s just the thing – unless you’re a trained colorist, you can’t. Read on to find out what makes professional color worth it.

What makes salon color different?

The biggest difference in the professional color process is customization—and it all starts with a one-on-one consultation. “Salon color is customizable to each individual guest’s needs and desires,” says Matt Smith, Senior ImEdge Designer.

A pre-service (complimentary, of course) conversation with your stylist can make all the difference. With a few questions, they’re able to determine not only what you like and what you don’t, but also important details about your lifestyle that can help them select both the right shade and technique for your color. “At William Edge, we do custom consultations based on your natural hair color, skin tone, face shape, and personality,” says Mindy Paredes, William Edge ImEdge Designer. “A professional is able to adjust tones and levels of color to give you the perfect outcome.”

This means you don’t just go blonde. Instead, you attain the perfect shade of icy champagne or golden wheat, imagined and created to perfectly suit your coloring and your lifestyle. It means you don’t just cover grey—you receive an assessment from a professional who expertly blends and conceals, leaving you with dimensional, flattering color uniquely suited to your hair type and texture.

What do I gain from working with a professional colorist?

As fashion and beauty professionals, colorists tirelessly monitor the industry’s reigning trends, techniques, and products. And not only are they aware of them—they’re constantly pursuing advanced education to ensure they’re able to deliver the same results to their clients, beautifully. “At William Edge, we are continually given in-salon education,” says Paredes. “We work on live models and practice on mannequins whenever we have down time.”

Right now, for instance, you’ve probably noticed the abundance of sun-drenched, natural-looking color on the heads of celebrities and trendsetters alike. These lived-in looks are achieved through specialty techniques like balayage, in which the color is hand-painted onto the hair. Stylists spend years honing these skills, and continuing education allows them to deliver trending styles as soon as the client requests start pouring in.

You know what they say: if it were easy, everyone would do it. (And by “it,” we mean bear a passing resemblance to Blake Lively fresh from a tropical vacation. #sunkissed)

What am I risking when I use box color?

You don’t close your eyes, reach into your closet, and hope you grab something good.   Everyone’s hair takes color differently, so when you DIY, you’re essentially looking at a swatch and hoping that the end result measures up. (Ever ordered a red dress that turned out to be more of a fiery orange? Far more tragic when it happens to your hair.)

And when box color goes wrong, it goes terribly wrong. (Let’s not even talk about bleach burns.) “You are risking damage and dryness—and the results will vary from what you think you’re getting,” confirms Crystal Wakitsch, Senior ImEdge Designer. Color correction is not an easy process, and it costs far more than if you’d just gone to a professional in the first place. Save yourself the tears, your hair the damage, and your wallet the unbearable sense of emptiness, and place a call to a colorist.

Will coloring my hair damage it?

No—not when it’s the right color. “Aveda color is up to 99% naturally-derived from plants and flowers, and full of botanical oils and conditioners designed to leave the hair healthier and shinier than it was initially,” says Jennifer Provencher, ImEdge Designer II. After all, you should never have to sacrifice healthy hair for gorgeous color.

The difference is perhaps most noticeable for those who have experienced previous damage with DIY color. If you’ve been coloring your hair at home and choose to try the salon route, you’ll notice more shine, softness, and luster (think: hair made for a shampoo commercial) than you’ve seen in years.

Can hair color make me look younger?

Maybe you’re greying a bit and not quite ready to own it. Or maybe you are, but you want to do it right. Maybe you’re just tired of seeing the same thing year in and year out. Just as lackluster hair can age you, the right color can take decades off.

Hair color can be applied to create the illusion of thickness, to cleverly mask a few pesky greys for months at a time, or simply to stand out against your skin tone and prevent you from looking washed out. And while you might assume this requires all-over color, a good colorist can make it happen with a few well-placed highlights.

Furthermore, color professionals’ knowledge of trends and techniques enables them to adapt the looks of the moment to your personal style, meaning you always look fashionable—without feeling like you’re struggling to fit into your niece’s jeans.

How do I make sure I get what I want?

When you work with a professional, your dream color is more attainable than you ever thought possible. Even better, he or she can recommend a similar shade when necessary, perhaps better suited to your coloring or needs.

And as Descartes would agree, it’s better to show a picture than to explain one. To help hit the mark, we recommend you bring at least one inspiration photo when you meet your colorist for the first time. A photo is a common language that does not allow the same room for interpretation that words sometimes do (albeit unintentionally).

When seeking inspiration, try searching for hashtags of hair trends on Pinterest or Instagram—for instance, we’re currently obsessed with #opalhair and #firehair. Seeking something on the natural spectrum? We recommend you explore #colormelt, #balayage and #babylights.

So, what’s the bottom line?

A good color service can simultaneously reawaken you, refresh you, take years off, and be the perfect unique expression of your personal style. Even the best kits on the market damage your hair, fade quickly, and can’t compare with the depth of color and longevity of professional color. It’s not easy to become a certified colorist, and the skill attained in those years of training and experience can’t be measured.

With a box, you’re paying for the chemicals. With a professional color service, you’re paying for expertise, creativity, understanding, chemistry, precision, customization, safety, certainty, and artisanship. You become a walking work of art, whether you walk out of the salon with gorgeous mermaid hair or with the perfect shade of rich chestnut brown—one that makes your skin glow and your eye color pop.

Why leave that to chance?