We recently connected with Aya Yamashita and have shared our conversation below.

Aya, thanks for joining us, excited to have you contributing your stories and insights. So, folks often look at a successful business and think it became a success overnight – but that often obscures all the nitty, gritty details of everything that went into the growth phase of your business. We’d love to hear about your scaling story and how you scaled up?

After 18 years of experience as a hairdresser in Japan, I moved to New York two years ago and now work as a hairstylist. I have started working in salons, doing cuts and colors, and also at fashion shoots and shows.

When I was in Japan, I mainly worked in salons and didn’t do any shoot work. In my mid-thirties, I became interested in starting work in shooting, but in Japan, it’s too late to start as an assistant at that age. In Japan, assistants are mainly in their twenties and younger. You might be surprised, but there is a culture that is conscious of age. Not always, but it is quite difficult to start something new in your late thirties. Around that time, I met the owner of the salon I work at now. He told me, “You have experience in Japan and should be able to get a visa. In New York, no one asks your age. You can start here.” I decided to come immediately.

When I was working as a hairdresser in Japan, I had a lot of clients. I worked hard and was in a position to teach cutting and coloring techniques to my juniors. I was in charge of more than 300 clients a month and gained a lot of experience. I think I was in a very good environment.

Around the time I had been a hairdresser for 10 years, I started challenging myself with hairdressing contests. I spent my days off creating hairstyles and submitting them for competitions. Thinking about hairstyles that match fashion and makeup was very fun and stimulating, and it showed me a new world. Gradually, I started to win awards, and my work and interviews were featured in hairdressing magazines. It was around that time that I became interested in shoot work.

The photographer who took pictures of my work introduced me to the owner of the salon I work at now. I had the option not to come to New York. I had many clients, and it was hard to leave my good colleagues and friends. Even so, my desire to challenge myself with something new was stronger.

After coming to New York, it has been truly hectic. Despite not being familiar with the language, I am almost fully booked at the salon every day, and since my senior colleagues at the salon are active in fashion shoots, I get to go as an assistant a lot and have been introduced to photographers and allowed to do many test shoots. Not only NYFW but I have also started to challenge Paris, got into shows for major maisons, and now I am here, in a place I could not have imagined when I was in Japan.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

How I got into this industry/business/discipline/craft. I was born and raised in Japan, and after graduating from beauty school, I got a job at a hair salon. For ten years, I mainly provided cuts and colors. Around that time, I became passionate about hairdressing competitions. I discovered the joy of creating hairstyles and collaborating with photographers, makeup artists, and stylists, and wished I could make that my job. That’s when I met a salon owner from NY. I decided to move to NY and started working on fashion shoots.

Types of products/services/creative works I provide. During shoots, I work as participate in test shoots and magazine shoots and an assistant. I create both natural and creative hairstyles. I also work at New York and Paris Fashion Weeks, collaborating with a variety of brands, from emerging labels to high-end brands like Louis Vuitton. When I am not working on shoots, I work in a salon.

Problems I solve for my clients and what sets me apart from others. In shoots, I pay attention to understanding the kind of atmosphere the client wants for the model. Whether it’s clean, casual, or messy, the products used and the way the hair is styled changes accordingly. When assisting, I anticipate what the lead hairstylist wants. The same goes for the salon, where I gauge the client’s desired hairstyle and mood for the day. I believe this ability to ‘sense of understanding’ is a cultural trait of Japanese people.

What I am most proud of and the main things I want potential clients/followers/fans to know about me/my brand/my work. I am proud of my flexible mindset. I left behind a top hairdresser career of 18 years in Japan to take on new challenges in NY. I thought it wouldn’t be bad to try something new. On set and in the salon, I flexibly adapt to clients’ needs. To be able to do this, I constantly gather information and keep a broad repertoire of hairstyles.

How about pivoting – can you share the story of a time you’ve had to pivot?

It was definitely when I met a photographer. She had studied photography in New York and had done a lot of shoots in Japan, including for industry magazines in the hairdressing world. I met her when I attended a makeup school. She taught me the depth of hairstyles and that I could also succeed outside of the hair salon world. I won an award with the work she photographed, and it was published in a magazine, which led me to meet many amazing people. I believe this has led to who I am today.

What’s been the most effective strategy for growing your clientele?

In particular, the most important thing for increasing clients in a salon is not only acquiring new clients but also ensuring the satisfaction of existing ones. I believe that consistently providing high-quality service is the key.

Contact Info:

• Website: https://www.ayayamashita.com/
• Instagram: @aya_._ymst