We were lucky to catch up with Erika Weinrick recently and have shared our conversation below.

Erika, appreciate you joining us today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

In the Midwest, most salons are similar to one another. They are modern, chic, steril, uniform. But my goal was to step out of that box and create a creative and inspiring space for artists. Not only hair, but visual arts as well. The aesthetic is moody, eclectic, victorian gothic, and we are welcoming to all kinds of people. Even the music we play is unique. We house a handful of local artists that are displayed throughout the salon. I wanted to create a mini art gallery within the salon to support local artists. The artists we house also receive 100% commission for the work they sell.
Our stylists have complete control of their schedules, prices, and timing, they are free to use any product lines they choose, and can express themselves freely. We do not have a standard “dress code”. We keep it professional, but we allow them to wear whatever they feel their best in. And I refused to implement a non-compete clause. I strongly felt that I do not have the right to dictate where a stylist can or cannot work.
Many “corporate” salons have a standard that all stylists have to fit into. And sales goals they have to meet, and an “image” to portray. Many even feel that they “own” the clients.
Whereas the stylists at Raven Mane have absolutely no box to fit into. They come as they are and are completely accepted. Their goals and image are whatever they choose to create. Their clients are their own. Their careers are their own. I felt that this would be much more motivating to a stylists than a list of goals and contracts. And individuality and acceptance were my biggest goals when opening Raven Mane.

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?

When I was 20 years old and pregnant with my daughter, it really pushed me to find a career path I would be passionate about. I wanted my daughter to see her mom in the workforce, following her dreams and passions, still doing things she loved even though she now has the title of “mom”. So at 6 months pregnant, I went to school. Since the beginning of my career, I’ve really connected with moms and women. I’ve done countless “mommy makeovers”, and “treat yourself” appointments. And I think what has set me apart is that I’ve created a space that is unique, edgy, artsy, but is still comfortable for moms. A place they can come in to and feel unique again. Artistic and alternative moms are often stuck in the middle of the conservative-family Midwest and the alternative crowd. And I feel strongly about filling that space imbetween and reminding moms that it’s important to still be an individual, and that your entire identity doesn’t need to be “mom”.

Can you tell us about what’s worked well for you in terms of growing your clientele?

Give them something to remember, and they will tell all of their friends about it. A killer head massage, a personalized experience, a space to vent and be open, a thorough consultation, listening to them intently and remembering details about their life and engaging in those topics during their appointment. Make them feel special, unique, and seen, and they will return and bring their friends along with them.

We’d love to hear about how you keep in touch with clients.

Open communication. I give them a number that they can message directly at any time with questions, reccomendations, appointment requests, anything they might need. I set boundaries with myself and make sure I “shut off” at a certain time of day, but I have a personal connection and open communication with every client in my chair. That feeling of being personally connected to a service provider and the convenience and being able to message them directly plays a huge part in a client’s loyalty.

Contact Info:

• Website: www.ravenmane.com
• Instagram: @raven.mane
• Facebook: Raven Mane

Image Credits
(For group photo) Natalia Andrea @nat.and.camera (instagram)