We’re excited to introduce you to the always interesting and insightful Alex Duckworth. We hope you’ll enjoy our conversation with Alex below.
Hi Alex, thanks for joining us today. Being a business owner can be really hard sometimes. It’s rewarding, but most business owners we’ve spoken sometimes think about what it would have been like to have had a regular job instead. Have you ever wondered that yourself? Maybe you can talk to us about a time when you felt this way?
Girl, I think about this all. the. time! Presence is one of my inspiration words this year, because I am always in my head, and I’m always thinking about ways to make my life better. I’m not afraid of losing and rebuilding businesses at this point, not afraid to start over. That being said: my partner and I are both business owners. There are so many pros that come with that. One of the main things that business ownership has taught me is that time really is money, and the flexibility of being able to build our schedules around each other so we can both raise our kids is truly priceless. The con of this is that we have to be SO intentional about family time, or one-on-one time together. This also means I don’t have to ask anyone for time off – if my kids have engagements or if we want to take a vacation, all I have to do is block the time off and turn off my phone. The con to THIS is no one is paying my PTO! I hardly ever take actual time off – only work different days to make up the time. Also: HEALTH INSURANCE. Being employed is SO much easier than being a business owner or independent contractor in the realm of health insurance. At the end of the day, I have essentially decided that I am close to unemployable at this point. I don’t put up with the BS or the workplace toxicity. I can’t stand asking permission from other people to live life the way I want to: how I dress, how I act, how I show up for my clients, when I take time off, I say all this to say: there are pros and cons to everything. You have to decide what’s worth it to you. Be unafraid of losing things to gain others, of pivoting based on different needs at different points in life, Currently, the flexibility and freedom to live life on my own terms is more valuable to me than PTO and an easier healthcare experience. That may change at some point in the future, and at that point I will reevaluate. I am open to pivoting, but right now, business ownership is where my heart lies.
Alex, 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 am from Atlanta, and have been a hairstylist here for almost ten years. I have been independent for the last six years. When I first went independent, I started a micro salon in Salon Lofts Reynoldstown, Flow Studio in December 2019. Then COVID happened, I got pregnant, and I ended Flow Studio to work at Cameo Salon in East Lake. I worked at Cameo for almost 4 years, when I moved to Hemlock Salon in Inman Park in 2024. After being pregnant and giving birth in 2019/2020, I became much more conscious of the ingredients in food I was eating, and in products I was using on my body and my children’s bodies. This led me to being more aware of chemical usage in the salon industry. Hairstylists are one of the top professions to develop job-related diseases and cancers and I decided to change that in my own life, by offering only low-chemical services, and no longer offering services like on-scalp bleach and keratin treatments. I am now working toward being 100% chemical-free. Beginning April 2026, I am opening a holistic hair studio in Decatur, Serene Selene Salon + Sanctuary, where I will offer hair cuts and color, scalp spa treatments, energy work, and more.
What’s been the most effective strategy for growing your clientele?
In my experience, the top three ways I have built clientele have been:
1) word of mouth. nothing is a better referral than word of mouth. I pride myself on providing cut and color services that don’t have to be perfectly styled to look good. I have clients all the time who mention someone complimented their hair on a “bad hair day.” I say this to say: I consistently provide quality work. that is my #1 marketing strategy.
2) Google/Search Engines: Many of my new clients say things like “I was just looking in the area and you had good reviews and I liked your work.” So this means not only making sure you have a Google Business page, but that it is easily searchable, you encourage clients to leave reviews, and there is a link to a website or social media page that shows your work.
3) Social Media: Posting videos on all social media platforms (cross posting), and using words to encourage a very specific local algorithm (ex: Atlanta! Looking for a blonde specialist who loves 90s r&b?)
Any stories or insights that might help us understand how you’ve built such a strong reputation?
On an obvious front, I create quality hair cuts and colors that last a long time and don’t make my clients life harder. I think showing up consistently and doing quality work is the most obvious answer to how to build your reputation. Secondly, I think I give a care how people feel when they’re in my chair. Not only when they’re currently in my chair, but when they leave. Making someone feel good will impact your reputation far more than quality work even can.
Contact Info:
- Website: https://sereneselene.glossgenius.com
- Instagram: @alexdartistry, @sereneselene
- Facebook: @alexdartistry
- Youtube: @alexdyogi
