Peer-to-peer education often lands the best. Hearing from other working professionals, sharing what is working for them, can help you look differently at your own business.

Here are some educators with Pure Brazilian, a brand providing treatments and products to leave hair silkier, shinier, and smoother, on their proven strategies for growing and retaining their clientele and powering up their bottom lines.

Add-ons Add Profits

“Focusing on add-on services and retail education made a big difference in my bottom line. Since I work solo, I realized every client and every service needs to count,” says Ginnymae Higgins, owner, MAEDAY, a salon in Sacramento, CA, IG @m-a-e-d-a-y. “I started by offering small, easy upgrades like deep conditioning masks or Pure Brazilin’s Express Keratin Treatments, and I made sure to explain the benefits while they were in my chair. Most people loved the idea once they understood how it would help their hair, and it didn’t take much extra time.”

Add Higgins, “I also started keeping a small, curated selection of retail products I truly believe in. I talked to my clients about how to care for their hair at home, and it turned into natural sales that felt genuine—not pushy. Between the upgrades and product sales, my average ticket went up, and clients were happier with their results, which led to more repeat business and referrals. When done properly, retail leads to a higher average ticket, happier loyal clients, repeat business and referrals.”

Salon Memberships Keep Clients Close

“Launching our Diamond Membership Program and pairing it with our annual Small Business Saturday event has made a huge difference to my salon,” explains Cassondra Morse, owner of Gems Salon in Cortland, NY. “The Diamond Membership is a once-a-year purchase that clients can only buy on Small Business Saturday, and gives them discounted pricing all year, as well as access to members-only events. That’s the only time we offer it, and it goes into effect the following January. The exclusivity has made it something our guests really look forward to, and it’s become a tradition for so many of them.”

Small Business Saturday Shines a New Light on Your Business

“Small Business Saturday is also the only time of year we run a big retail sale, so between the memberships and product purchases, it gives the salon a huge push going into the holidays,” continues Morse. “It’s become a cornerstone of our business—not just financially, but in creating excitement and loyalty within our community. One well-timed event each year can set the tone for our entire next season and strengthen our client relationships at the same time. Pick one at the beginning of the year and run with it!”

3 Core Principles Drive Salon Philosophie’s Success

“Building a clientele can be challenging for stylists, especially in the beginning. In my 28 years as a stylist and 16 years as a salon owner, I've learned that the key lies in developing strong relationships with clients. It's essential to listen to their needs and desires while providing the right education tailored to their hair types,” says Sophia Royal, owner, Salon Philosophie in Vacaville, CA. IG@Chynagirrl_hair “Additionally, sending clients home with the appropriate retail products helps them maintain their hair health and achieve their goals, encouraging them to return as loyal customers year after year.”

Royal adds, “In my business, I adhere to three core principles: exceptional customer service, skilled workmanship with a keen attention to detail and effective time management. By implementing those principles, my newly hired stylists are able to establish a stable clientele within a year.”

Educated Clients Take Products Home

“One step that made a positive difference in my salon’s bottom line was focusing on client education about aftercare products,” says Felicia Dos Santos, Fanda Salon Spa and Cosmetology School, Trinidad and Tobago, IG @fandasalonspa. “I don't just ‘sell’ retail products; I explain how professional products like those from Pure Brazilian can extend the life of their service and improve their hair’s overall health. Once clients understood the 'why' behind product recommendations, they became more consistent buyers. This simple shift boosted retail sales and also increased client satisfaction, as they returned with their hair in better condition, creating a loyal customer base and steady revenue growth.”

Kick Off the Year With a Special Promotion

“The beginning of the year is the perfect time for a special promotion,” says Yomarie Morales. “Since January tends to slow down after the holidays and clients are catching up on expenses, a well-timed offer can help keep your books full.”

Morales continues, “For example, offer a Pure Brazilian Express Blowout with every color retouch or a complimentary add-on service. You can also reconnect with clients who came in November for a service by giving them a special January incentive to come back. Rebooking is key. Making sure every guest has their next visit scheduled within 6-8 weeks guarantees consistency in your books”

Morales adds, “Another great strategy is referrals. Give your existing clients a few referral cards offering 20% off for first-time guests. Every time someone compliments their hair, they pass the card along with your information. As gratitude, reward the clients with a free Pure Brazilian Treatment for every five referrals they send your way. Small incentives go a long way in building loyalty and attracting new faces.”

Building Clientele Through Connection + Consistency

“The best way to grow your clientele isn’t complicated, it’s connection. Word of mouth has always been my biggest form of magic,” explains Angela Copozzi, owner of the Witch Who Does Hair, a salon suite in Massapequa, NY; Instagram: @thewitchwhodoeshair, TikTok: @thewitchwhodoeshair. “When clients love their experience, they’ll share it. That fills your chair fills with loyal guests who trust you.”

Copozzi adds, “When I opened my salon suite during the pandemic, I created a referral system to give back and grow. New guests received 10% off, and the original client (who referred) earned 10 to 15% off their next color or haircut service. That simple exchange of gratitude helped my business stay strong and built a loyal community during uncertain times.”

She concludes, “Now, with social media, the same rule applies be authentic, stay consistent, and show your passion for what you do. That’s the kind of energy people want to book with. That’s also why I love working with Pure Brazilian! Transformation, integrity, and healthy hair that casts its own kind of spell.”