We caught up with the brilliant and insightful Nicole White a few weeks ago and have shared our conversation below.

Hi Nicole, thanks for joining us today. Naming anything – including a business – is so hard. Right? What’s the story behind how you came up with the name of your brand?

The Studio Thirty-Six name has significant meaning to us. All of our stylists and our shampoo tech have worked together over 15 years. Our previous employers, who were the owners of the once highly regarded David Alexander Salon and Spa in Annapolis, MD, closed doors unexpectedly on the morning of Tuesday, September 24th, 2019. They had been laundering money and stealing from us – weeks of pay, tips and months of taxes/insurance money.

With client appointments scheduled weeks out, we had little time to act. Stacey LaRochelle, Zachary Heil, our loyal helper/shampoo assistant Jesus Marroquin and I acted promptly and within 36 hours started operating in a new location, renting a local studio in the Annapolis area, each working under our own individual LLCs. During this time, we were fortunate to have the help of our previous supervisor, Kelly Henderson, who guided us through the operations of what happens behind the scenes of a salon. We wouldn’t have made it without her help.

The name Studio Thirty-Six was born from of the fact that we lost our jobs, scrambled like crazy, shopped for supplies like maniacs, and within 36 hours were able to start our new business. We think it showcases our strength, resilience, and the pride we carry for our salon!

Nicole, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I started working in a salon at 14 and by 16 began my apprenticeship while still in high school. I got my cosmetology license at 18 and by 21 was certified to teach and have my own apprentice through the state. While bartending to meet new people and grow my clientele, I met my husband and continued my career as a stylist, quickly dropping the extra job.

I worked at a chain salon, Bubbles, in the mall for a few years and met some incredibly talented people. The fast paced environment made me learn things on the fly and taught me to handle myself with grace in chaotic situations. I left there after 2 years and moved to David Alexander’s. My clientele grew exponentially and I took in all the education that became available to me.

When the salon was purchased by new owners we were nervous, scared and excited. They sent me on more educational trips than I ever imagined possible (let’s mention here again we later discovered they were con-artists). I studied numerous times in Europe and LA under the industry’s best and for that I will always be grateful.

Covid hit and our team was able to persevere despite being unable to work. We actually opened our new studio space in the midst of the pandemic! I ended my 15 year marriage during this time, which added to the struggle and stress that comes with opening a new business. My family and work crew supported me endlessly and helped keep me sane. Our team is a family and what we have grown together since losing our longtime jobs rivals anything in comparison. We have friendship and loyalty, love and genuine care between us and it shows when our clients come to the salon. We’re proud when our guests say they feel like they’re hanging out with old friends and then they leave looking and feeling like a million bucks! We win everyday we get to come to work.

What’s worked well for you in terms of a source for new clients?

The best source of new clients hands down is referrals and word of mouth! Nothing feels better than one of my clients sending a friend to me knowing I’ll take great care of them.

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

We believe strongly in giving back to our community, so we try to constantly run or participate in donations/fundraisers and we meet so many new people at these functions.

For the holidays we raffled off a Dyson Blowdryer, we were able to buy gifts for 22 Angel Tree families, donate several hundred dollars to our local SPCA, and gift our favorite server (a widowed mother of two young boys) $1000.

I always want to help my community and our salon can be a big part of that. It’s a very lucky bonus to meet so many cool people and gain new clients while doing something to better the places around you!

Contact Info:

• Website: https://www.studiothirtysixannapolis.com/
• Instagram: @hairbynicolewhite
• Facebook: https://www.facebook.com/studiothirtysixannapolis?mibextid=LQQJ4d

Image Credits
Emily Zoe Photography