Quality service, people help partners grow, sustain hair salon businessBy Aileen Garcia-Yap
Cebu Daily News
IT started as a partnership with an old friend for a small salon operation in one of Cebu’s major resort properties back in 1996.
Sixteen years later, the couples Max and Jojing Telford and partner David Charlton now operate a total of six David’s Salons under their partnership.
“I never thought it could grow this big back then because we were just partnering as friends,” recalled Jojing Telford.
According to Telford, the investment was not that big when they first partnered with Charlton to operate the salon in Shangri-La’s Mactan Island Resort and Spa because the facility was already set up.
They started small but already had started with the culture of giving quality service to their clients.
In 1999, they then opened their second salon after another operator took over in Shangri-la.
“That was when we invested about P2 million to setup the salon at the second level of SM City Cebu,” said Telford.
The salon was called David’s for Rever which was Charlton’s brand then before he started to introduce David’s Salon.
They then hired two senior stylists, three manicurists and three junior staff to assist the senior stylists.
One of the factors that made the David’s Salon brand successful is the training that Charlton himself started in Manila.
“He has his own academy in Manila where all our stylists are trained for a month for the basic hairdressing and continuously every year to learn more techniques in hairdressing,” said Telford.
In 2002 they opened in Robinsons Place Cebu then in Gaisano Mall Mactan the following year and in SM Northwing in 2004.
“We opened in Ayala Center in 2008,” said Telford.
Just recently, they opened their sixth outlet in SM Consolacion and is already looking out for more opportunities in Cebu for their expansions.
According to Telford, they are looking at two more malls for their salon which is the Robinsons Galleria and SM mall in South Road Properties.
“The beauty industry remains very competitive because people, whatever their financial class, will really spend for a haircut and all other hair care services especially the women,” said Telford.
Having worked as a flight stewardess before retiring just this year, Telford said her travels allowed her exposure to the new trends in hairdressing around the world.
“Max usually handles the staff operations in the past and now that I have retired, I’m expected to be here most of the time already,” said Telford.
To make the brand more competitive, Telford said that they always capitalize on quality service and their people.
“David’s brand is already well known and that has helped us a lot in winning new customers but to win repeat customers is another challenge and what we do is to make sure they are satisfied,” said Telford.
Their price range is also very competitive and already includes shampoo and blowdry which most of their clients like.
Training their people continuously is also a key to staying competitive according to Charlton.
He said that they would spend at least P27,000 for the basic training of their people on the proper way to shampoo, blow dry and other basic services of the salon.
They also partner with hair product brands like L’Oreal for their color experts program to also help their stylists learn about hair colors and techniques.
Telford also plans to set up another business that would complement their salon operations like nail arts.
All David’s Salon outlets under the Telfords now have around 120 employees act as ambassadors of their brand around the country.