We recently connected with Elizabeth Golden and have shared our conversation below.

Elizabeth, appreciate you joining us today. What’s something you believe that most people in your industry (or in general) disagree with?

While many in the cosmetology industry place creativity at the top of the list for running a successful salon, I believe it’s actually lower on the priority scale. That doesn’t mean creativity isn’t important — it’s essential for delivering standout styles and building a brand identity — but it’s not the foundation that sustains a thriving business.

From my perspective, the pillars of a successful salon are operational efficiency, customer service, consistency, and business acumen. Without these, even the most creative stylist can struggle. A salon thrives when appointments run on time, clients feel welcomed and heard, the environment is clean and professional, and pricing is clear and competitive. These factors foster loyalty, trust, and repeat business — things that creativity alone can’t guarantee.

Creativity can help differentiate a salon, but it’s ultimately a supporting element. Most clients aren’t necessarily looking for high-fashion editorial looks; they want reliable, flattering services they can trust. In other words, it’s often more about execution and experience than artistic experimentation.

In short, I see creativity as an amplifier of success, not the core of it. Strong systems, smart management, and consistent client care come first — and creativity enhances all of that, but doesn’t replace it.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

My Story: How I Built The Standard

I never set out to be a hairstylist. I double-majored in marketing and business management at DePaul University during the 2008 housing crash—a time when everything about the future felt uncertain. With job prospects bleak, I pivoted to something I believed would be recession-proof: cosmetology.

I started out doing women’s hair and eventually landed a coveted apprenticeship at Oscar Blandi, one of the most prestigious salons in the country. But it didn’t take long for me to realize that environment wasn’t for me. It was all about the product—not the person. And that’s a controversial thing to admit in my industry, but I’ll say it: I don’t care about hair enough for hair to be my whole job.

What I do care about is people. The hair is just a byproduct of that connection.

While living in New York, I noticed how differently men’s grooming was prioritized compared to back home in Santa Barbara. At full-service salons, men’s cuts were often an afterthought—a favor to a client’s wife or partner. Many stylists dreaded those appointments, lacking the skill or confidence to deliver something truly elevated. And yet, these men were paying top dollar for what was often a subpar experience.

That’s when I saw the opportunity.

In 2014, I opened The Standard Men’s Shop—a salon with a single chair and a singular mission: to give men a space where they feel seen, respected, and genuinely cared for. I didn’t do market analysis or write a business plan. I just leased a space, built it out, and created the kind of experience I believed was missing.

From the beginning, people told me I was leaving money on the table by not adding more chairs. But the single station is intentional. Many of the services I offer—facials, waxing, color—are brand new to my clients. In a room full of other men, they might feel emasculated or uncomfortable. Alone, they feel safe, important, and open.

This isn’t just a haircut. It’s therapy, it’s self-care, it’s attention.

I rebook every appointment when a client leaves. I schedule on the hour, even though most cuts don’t take that long, because I want to respect their time. I offer a drink. Let them choose the music. Give them a neck and shoulder massage during the consultation. I wash their hair after the cut and use a hot steam towel so they never leave itchy. And I bake them a homemade chocolate chip cookie while they’re in the chair.

It’s a small thing, but it’s become a signature—and a symbol of care.

My clients represent me in the world, and I want them to look and feel dialed in. So I offer free clean-ups between appointments. I anticipate their needs. I make them feel like the most important man in the room—because for that hour, they are.

After nearly a decade of growing the business, I reached capacity. My time and energy were maxed out. I raised prices repeatedly, but still couldn’t make space for a better work-life balance.

So in 2024, I made another impulsive move—I introduced a concierge model. I sent a text at 8 p.m. letting clients know I was transitioning to a $1,000 annual membership with $50 haircuts included (gratuity built in), limited to 75 members. Non-members could still book day-of at $150 per cut.

I was terrified. But the responses floored me—messages of congratulations, payments coming in within minutes, and even notes from those who couldn’t stay, expressing pride in the decision. I had asked for time back, and they gave it to me.

Today, I work fewer hours, make the same income, and deliver a better experience—because I’m taking care of myself, too. That’s only possible because my clients value my time the same way I’ve always valued theirs.

Men, like all of us, want to feel loved, important, and paid attention to. There’s a ceiling on how great a haircut can be—but there’s no limit to how good you can make someone feel.

That’s the difference.

That’s The Standard.

What’s been the best source of new clients for you?

When I first opened The Standard Men’s Shop, the world of advertising was in flux. I wasn’t sure whether to lean into digital marketing or stick with traditional print. One thing I was sure about—I didn’t want to cheapen the brand with coupons or deep discounts. I believed in the value of the experience I was offering, but I also realized something important: most men had no reason to expect anything different from a haircut. If they assumed it would be the same as what they’d always had, they wouldn’t see a reason to pay more.

So I decided to let my clients speak for me.

Every client who walked through the door got a referral card: $20 off their next cut, and $20 off for the friend they referred. It was a win-win. My clients were motivated to spread the word because they benefited, and their friends were more likely to try something new because they had nothing to lose.

Once they came in, I had the chance to show them what made us different.

That referral program didn’t just pay for itself—it fueled our growth. I made back my initial investment and turned a profit in the first year. I credit much of our early success to the power of word-of-mouth and staying true to the value of what we offer.

Let’s talk about resilience next – do you have a story you can share with us?

My journey to this point in life has been anything but linear or conventional.
When I was in elementary school, my mom went to prison. That moment uprooted my world, and I moved across the country to live with my dad and stepmom in Montecito, California. I was reeling from over a decade of abuse, and while distance from my abuser should have brought relief, the emotional pain was overwhelming. I felt abandoned and confused, and I remember praying every day to be reunited with my mom, despite everything.

At twelve, lacking the tools to cope with my trauma, I was escorted from the Salt Lake City airport to a lockdown treatment center in Ogden, Utah. After completing that program, I spent the next three years at a therapeutic step-down facility in Eureka, Montana, where I also graduated high school. Those four years marked a turning point: I stayed clean and sober, and remained in AA for five more years.

Eventually, I began a new chapter in New York City. By then, I had shed the identity of the broken girl who once turned to unhealthy coping mechanisms. I was ready to move forward. But I never left my past behind—it continues to shape me in meaningful ways. My childhood gave me resilience, a deep well of confidence, and an unwavering belief in my ability to handle anything life throws my way.

I recognize that what might seem like impulsivity in my work is actually trust—trust in my instincts, my experience, and my strength. That trust empowers me to take bold steps and pursue meaningful connections. I share my story openly, and in doing so, I create a safe space for others to do the same. My openness builds trust, and that trust nurtures real, lasting relationships.

Contact Info:

• Website: https://www.thestandardmensshop.com