Hair is so much more than strands on a head. It communicates values, cultural identities, and various phases of life. Great hair can boost confidence and change the way someone walks through the world, while hair that feels mismatched to someone’s identity or personality can have the opposite effect.
That’s why finding a good hairstylist can be transformative. Not everyone feels comfortable going to a salon, with previous bad experiences, personal embarrassment, uncertainty, anxiety, and fear of mistakes commonly cited as reasons for their trepidation.
With a U.S. market size of roughly $61 billion, the salon industry is full of opportunities for savvy entrepreneurs. But securing and retaining clients doesn’t just happen by chance. Owners must find an effective acquisition and retention strategy that meets the needs of their unique customer base.
For Natalie Kokenge, owner of Love, June salon in Queen Anne, the key was to create a welcoming space catered to the needs of both the clients and the staff. To get a better understanding of how she’s been running her business the last five years, I spoke with Kokenge about Love, June.
Here’s our conversation:
Can you tell me the abridged version of your origin story? How did Love June Salon come to be?
Love, June was built out of so much love in July of 2021. In the midst of Covid, I wanted to create a space where people loved coming in to work, and where clients loved coming in to get their hair done, a place that felt like it was for both sides of the chair. I think it's common to want to open something because you want to make a difference, to be the change in the industry that we've all been craving. For me, that meant building a salon that put people first, and trusting that everything else would follow.
How big is your business (employee-wise) and how would you describe the space you operate out of?
I have 5 amazing stylists who are employee based! I tried to create a space that felt like taking a deep breath when you walk in. Clean, comfortable and a piece of home.
You’ve been in the industry for more than a decade. Was owning a salon always your plan or did it happen organically?
I think being a business owner was always my plan. I feel so lucky that my passion and love for hair, leadership and entrepreneurship all aligned. As far as lj, the timing and location all happened with a mix of hard work and a dream.
How have you seen the industry evolve since you started?
Immensely! I started doing hair before Instagram and smartphones were even around... (ouch, lol). 17 years ago, you couldn't get your foot in the door without being an unpaid, overworked apprentice. Now you can start your own business right out of beauty school. You can bring in six figures. You can provide solely for your family. The world is our oyster, and I am so proud of our industry for rising up and realizing it was never JUST hair.
What’s been your most effective marketing strategy?
Social media and word of mouth! We thrive on referrals and showcasing our work.
What’s your approach to client relationships and how do you keep clientele coming back?
I think building relationships is the backbone to every industry. Our clients are our friends, we often see our clients more than we see our own families. It’s one of the few industries left that you get to spend creating such a beautiful connection with people.
What about your approach to being an employer? How do you create an environment where stylists want to stay?
I try to lead as a friend first and an open door mentality.. I think it helps that I work alongside them every day! I always want my employees to know they can come to me. I always have their back, and I want to do anything I can to help them thrive, in and out of the salon!
How has operating in Seattle shaped your business? Are there any unique aspects to operating here that you might not get in other cities?
Although it’s expensive, and can be really challenging running a small business in Seattle.. I think the community in Seattle is something that can’t be beat. I don’t believe in the Seattle freeze and feel so grateful for all of our clients who recommend us!
How has operating in Queen Anne specifically shaped the business?
Queen Anne has been amazing, it’s a perfect location and easy to get to and from, from just about anywhere!
How do you create a space where locals feel safe, celebrated, and seen?
I think this is where our individualities shine as stylists! We are all welcome, warm and love creating personal connections with each person who walks in our door!
What are some things you’ve learned about yourself since becoming a salon owner?
I have learned that I’m much more resilient and capable than I give myself credit for. I have also learned that I have no idea what I’m doing but I try to ebb and flow with the ever changing movement in a small business!
How has owning this business changed your relationship with the craft itself?
I’m more in love with it than ever.. It has its own challenges, but I think it helps me relate with my stylists and understand what we need..how to operate efficiently and effectively. I am not barking orders at them.. I am having a collaborative discussion on how we can all do and be better for our clients.
How do you separate work life and personal life as a business owner?
If I’m being transparent… it’s not easy! I have deleted work email off of my phone to help, but I take it with me everywhere I go!
Do you have any favorite responses or feedback from customers, and what about it is meaningful?
We get a lot of compliments on the vibe of the salon, which I love! I built it with a lot of love and attention, so it feels really good that everything I put it, and the people I share it with align!
What’s the best way for people to get in touch to work with you?
They can visit our website! www.lovejunesalon.com or text us at 206-519-4690