This Crouch End hair stylist will give you a Mayfair makeover
- Credit: Archant
After opening his new salon Crown in Park Road last March, Jay Lefevre found ethusiasm for his business among Crouch End’s locals
Jay Lefevre is revelling in Crouch End’s village community.
After opening his new salon Crown in Park Road last March, he put a shout out on local Facebook group the Crouch End Appreciation Society.
And he was stunned to get an enthusiastic response from local residents keen to support a new independent trader.
“A friend who owns a beauty salon here said she loved the village feel, and the fact that it’s known for its independent shops really fit our brand,” he says.
“To discover this big forum with 7,000 local members and such a strong community has been amazing. To get the ball rolling, we’ve also done special offers for owners of local businesses and 25percent off your first appointment with additional discount if you recommend a friend. We’ve been fully booked since we opened.”
Combining his skills as a stylist – he used to charge £85 a cut when he worked in Mayfair – and as a former marketing business consultant advising salons how to attract and keep clients, Jay is thrilled to be doing so well in his solo start up.
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“We’re now getting a high percentage of repeat custom from people who used to go to the West End to get their hair done. It’s all about building reputation and loyalty.”
Small wonder that Jay, who works with one other stylist and a front of house manager, is a finalist as best independent newcomer in the British Hairdressing Business Awards. He finds out in September whether he has won.
One of the Crown’s USPs is Jay’s use of a colour range by ethical and sustainable Danish firm Natulique. He says the organic products offer softer and brighter colours as well as being kinder to the environment. At Crown he also uses single use eco-towels which degrade quickly. And he has devised his own range of shampoos and conditioners with gorgeous natural ingredients including lavender, geranium, aloe vera and argan oil.
“If you have a choice to put a chemical on your hair or something kinder to your skin and scalp what would you choose?”
I tested both the Natulique colours and Jay’s award-nominated customer service on a visit to have my highlights done.
After a consultation where we talked about working with a warmer blonde palette to suit the summer months and creating a look that will be subtle and glowing, Jay set to work selecting a combination of three shades to weave into my hair.
“Listening is so important, having a proper consultation,” he says.
“People talk about what they like and don’t like. You have to find out their home care regime to give them something that will look good for days rather than just after the appointment.”
Taking care he arranges the foils so I can wear my hair up as well as down, and after more than two hours of toil finishes the look off with his trademark “Vogue blow dry” – so called because when he worked near the magazine offices he would often prepare staff for glamorous evening dos. It involves leaving ceramic brushes to set the hair ends in bouncy curls – and sent me off to my evening dinner date looking as though I might just work for Vogue rather than the Ham&High.
Crown 24, Park Road, N8. Restyle and blow dry from £54. Bookings crownlondonsalon.com or call 02083405055.