Anne Veck is a bridal expert and educator. Having run her own salons for over 30 years with a thriving bridal business, Anne sold her businesses in Oxford and Bicester and she now continues to work a column in the Oxford salon under new management "Kelly's Hair Oxford". Anne currently offers bespoke wedding hair training designed to upskill teams or individual stylists in this profitable, skilled and specialist area of work. Anne comments that her bridal skills have been developed and adapted from her love of avant-garde work and this is where the intricacy of her work has been forged. For details on her training courses dm Anne direct on IG (anneveckeducation) or check out her website or email anne@anneveckhair.com (and if you are a bride to be of course!)

Improving customer experience:

I strongly recommend at trial session at least 2-4 weeks before the big day. By this time the bride’s hair will be more or less the length and style she is coming to the day with and she will have a more clear idea of what she wants. It is worth offering a personalised service for each member of the bridal party when you first discuss the booking and just talking through the areas that you know sometimes come up – like several people on the day wanting you to do their hair and not having enough time or hands to accommodate! So make sure you agree the brief, the people ahead of the day but also be as flexible as you can, you are part of making this day special. Create a relaxing enjoyable atmosphere in the salon on the day itself like serving bubbly. If you are working at the bride’s home or a venue make sure you arrive at least 30-40 minutes early for set up. It might be peaceful and calm but it also might be chaos so arrive ready for anything and be super cool, super confident and if necessary be ready to take charge.

Preparing for the wedding season:

Select your wedding team and train your team on trending bridal hairstyles.
Promote pre wedding hair care packages for optimal results – including colour glossing and moisturising treatments to boost hair shine. Stock up on wedding related hair accessories (and honeymoon hair care kits!), handbag size hairsprays and maybe hair kits for the wedding loos! Be creative. If you don’t do make-up then look at teaming up with a make up artist – go the extra mile to make yourself in pole position to be the chosen bridal team.

Special offers:

Promote the idea that you and your team (if you have one) can do everyone’s hair including the groom. Make your prices really transparent and clear – and keep it premium – so don’t offer discounts.

Hair Extensions:

Brides will often ask for extensions to achieve their desired look. Use your professional expertise to advise whether or not this is the best option, so make sure you have thought around all of the alternatives and options. Offer extensions for added volume and length. Ensure extensions are secure and comfortable for all day wear.

Post wedding marketing:

Collect customer feedback for testimonials, make sure you check for permission (and timing) on sharing wedding transformations on social media, if you build a great relationship you are far more likely to be tagged in. Check if you can take pictures and then get as many of your work, and you working as you can.

Differentiation from other salons and wedding hair and maek-up specialists

Make it clear you’ll come to the bride’s house, hotel, venue with pleasure, that it is no problem.

Unlike trial sessions, most brides do not want to come to the salon on the wedding day.

Highlight your expertise in all hair types and that means culturally diverse wedding hair.

You are a professional, qualified hairdresser. Unfortunately some of your competitors aren't!