We’re excited to introduce you to the always interesting and insightful Angela Wall. We hope you’ll enjoy our conversation with Angela below.
Angela, thanks for taking the time to share your stories with us today Your ability to build a team is often a key determinant of your success as a business owner and so we’d love to get a conversation going with successful entrepreneurs like yourself around what your recruiting process was like -especially early on. How did you build your team?
The idea to open my salon came to me in January of 2022, and by May we started trying to hire. That was honestly one of the hardest parts—because we were recruiting for something that didn’t exist yet. There was no physical space, no team culture to point to, and I had also been out of the industry for about two years, so I was rebuilding my network from scratch.
We officially opened in November of 2022, and at that point, it was just me behind the chair. And honestly—it was kind of special. There was something really peaceful about working alone in this 1,100-square-foot space that I had envisioned for so long. It gave me time to really set the tone, refine the experience, and build the brand intentionally before bringing others in.
Once we were open and I could actually show the space, things shifted. I started showing up more consistently on social media, and that’s really how our first team members found us. It was interesting because all the traditional efforts we were making to recruit weren’t producing much—but the right people started coming organically once they could see and feel what we were building.
Our early interview process was very relationship-driven. I wasn’t just looking at skill—I was really focused on values, coachability, and whether someone could contribute to the kind of culture I wanted to build. It felt less like a formal process and more like discerning, “Is this someone I want to build something meaningful with?”
If I were to do it again, I would absolutely invest earlier in building relationships with cosmetology schools. I would spend more time physically present there, connecting with students before they even graduate, so we could grow together from the ground up. I think there’s something really powerful about developing talent early and shaping both skill and culture at the same time.
Angela, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
I’m the founder of Dwell, a luxury salon based in Fort Worth, and I’ve been in the beauty industry for over 18 years. Like a lot of stylists, I started because I loved creativity—but over time, it became so much more than that. I realized this industry sits at the intersection of artistry, confidence, and human connection. We get to impact how people feel about themselves in a very real way.
Dwell was born out of a desire to create something different—not just a beautiful salon, but a space where both clients and stylists feel genuinely cared for. Before opening, I stepped away from the industry for a couple of years, and that time gave me a lot of clarity. When I came back, I knew I didn’t just want to “do hair”—I wanted to build an environment rooted in excellence, intention, and strong values.
Our faith is a big part of that foundation. It shapes how we lead, how we serve, and how we show up for one another as a team. We talk a lot about what it means to truly care for people—not just professionally, but personally. That looks like supporting each other through life, celebrating wins, praying for one another, and creating a space where people feel safe, known, and encouraged to grow. It’s not performative—it’s something that naturally flows into the culture of the salon.
At Dwell, we specialize in customized color, extensions, and textured hair, but what we really provide is a highly personalized experience. Every service is tailored to the individual—taking into account their lifestyle, maintenance preferences, and long-term hair goals. We’re not just solving surface-level problems; we’re helping clients navigate things like thinning hair, grey transitions, damage, or simply feeling out of alignment with their look.
What sets us apart is the level of care and thoughtfulness behind everything we do—from the consultation process to the education of our team. We’re deeply committed to growth, both technically and personally. Our team culture is collaborative, supportive, and high-level. We’re not interested in being the biggest salon—we’re focused on being the right one, for both our clients and our team.
I think what I’m most proud of is the culture we’ve built. It’s rare to find a group of highly skilled, ambitious individuals who genuinely support one another, but that’s what we’ve created here. There’s a sense of calm, trust, and professionalism that you feel the moment you walk in, and that doesn’t happen by accident.
For clients and anyone following along, I’d want them to know that we care deeply—about our craft, about our people, and about doing things with integrity. We’re constantly refining, learning, and raising the standard. And at the end of the day, our goal is simple: we want every person who walks through our doors to feel confident, seen, and well taken care of.
How do you keep your team’s morale high?
For us, it starts with a simple belief: we are people first. This business is made up of real people with real lives outside of these four walls, and that perspective shapes everything.
We work hard to create an environment that feels authentic and safe—where it’s okay to not be okay some days. When people feel supported as humans first, they’re able to show up more fully for their clients and for each other. Our role as leaders is to care for our team well so they can, in turn, care for the guests who sit in their chair.
At the same time, we’re very intentional about keeping the environment light and enjoyable. We laugh a lot, we celebrate wins—big and small—and we don’t take ourselves too seriously. That balance of professionalism and joy is really important for long-term morale.
We also hold a high standard. We’re clear about our values, and we hold each other accountable to them—not in a heavy or punitive way, but in a way that calls people up to who they said they wanted to be. There’s a shared understanding that we’re building something together, and everyone plays a role in that.
And ultimately, we show up for each other. Whether that’s stepping in to help on a busy day, supporting someone through a hard season, or simply being present and encouraging—those small, consistent actions are what build trust and keep morale strong over time.
Have any books or other resources had a big impact on you?
Absolutely—this is something I’m really passionate about. I’m a big believer that how you think as a leader directly shapes what you build, so I’m constantly learning.
One of the most impactful books for me has been Unreasonable Hospitality by Will Guidara—I’ve read it three times, and honestly, he’s a huge inspiration of mine. It completely reframed how I think about service and what it means to create memorable, above-and-beyond experiences for clients. It’s not just about doing your job well—it’s about making people feel seen in a way they don’t expect.
In my first year of business, the Salon Owner School podcast hosted by Heather Manuel was incredibly helpful. It gave me practical frameworks for navigating the realities of running a salon day-to-day. I’ve also been really influenced by Customer Service Revolution and Profit First, both of which helped shape how I think about client experience and financial health in the business.
Another resource that’s had a big impact is The Thriving Stylist with Britt Seva. She focuses heavily on consumer behavior, and that’s influenced a lot of how we approach marketing and client communication—understanding not just what we offer, but how people actually make decisions.
But honestly, some of my best learning has come from outside of the beauty industry. It’s easy to get stuck in an echo chamber where everyone is doing things the same way and telling the same story about what’s possible. When you step outside of that and learn from other industries, it really expands your perspective and challenges you to think differently. That’s been huge for me as an owner.
Contact Info:
- Website: https://www.dwellstudiosalon.com
- Instagram: @dwellstudiosalon
- Facebook: https://www.facebook.com/DwellStudioSalon
- Linkedin: ttps://www.linkedin.com/in/angela-wall
- Yelp: https://www.yelp.com/biz/dwell-studio-salon-westworth-village
Image Credits
Photos courtesy of Jessie Clark Photo