29-year-old Ali Holmes is one of Aussie hairdressing’s ‘it’ girls. She’s now a partner with the mega successful Wild Life crew in her very own salon, Sogo – set amongst the urban coolsters at Sydney’s Surry Hills. Even though this girl has already scaled monumental heights in her career, it seems like her journey is only just beginning. Conducting a bespoke seminar with her mentor (current Hair Expo Australian Hairdresser of the Year) Jayne Wild along with peerless colourist Dieter Mersmann at Hair Expo in June, we thought it about time we talked to this sassy chick about just what it is that rocks her world.
Sogo’s been up and running now for a year and half with Ali Holmes as the managing partner. When asked how this salon differs from its big brother Wild Life, Ali laughs: “because we’re better!” But frippery aside, it seems that the Sogo vibe is a bit calmer and not so frenetic.
“We’ve got a younger clientele, who I think are a bit more chilled,” Ali begins. “Surry Hills is a real magnet for young urbans who love the cult-like vibe of the area. With the salon located in the older rag trade area, down near Central Station surrounded by converted lofts, I think we fit the groove.”
Ali is one of those unique critters in Australian hairdressing in that she’s worked for one salon, Wild Life, for more than ten years – the first nine were straight from school. But five years ago she upped digs and headed to the UK. When asked why, she says with a smirk: “I needed to un-Wild Life myself.
“I felt I really needed to stretch myself so that I didn’t become too insular,” she continues. “I needed to challenge myself and prove that I would not just be a product of Wild Life and not just be Jayne’s side-kick.”
So Ali spent three years in Mother England, most of that time in a salon in Notting Hill called Martin Gayle.
“I hopped around different salons for about six months, but living in Notting Hill I would pass by this salon and I always liked the look of it. But I didn’t apply for a job as I thought it being so close to my home would be cheating,” she chuckles. “But after some pretty average work environments I thought what the hell – so I stuck my CV in and they called me the next day. I spent the next two and half years there and absolutely loved it.
“I worked with French hairdressers, Brazilian hairdressers, Chinese even Kiwis. It was a total melting pot and I loved it.”
So how did English hairdressing and salon standards compare with back home in Oz?
“In London it was much more relaxed,” says Ali. “Here, clients expect so much more and I guess I expect more… especially from the staff.
“It’s great that Australian standards are higher but the downside is we will always be so far from everything and not always immediately connected – you notice it when international artists come to Australia and present shows that are a year old.”
Ali also explains that while the money side and pricing is pretty much on par, the level of service here is much higher.
“We have espresso machines and serve clients barista quality coffee, whereas in London you’d be lucky to get a cup of instant.”
With such excellent mentors and experiences, how does Ali describe herself as a hairdresser?
“Well, I guess I’m structural – within my haircuts I go with harder edges and I tend to stay within the rules and produce more ‘architectural’ finishes,” Ali clarifies. “But especially in the nine years I spent at Wild Life, the one thing that has stood me in good stead is an attitude of professionalism – the way you treat and respect clients. That really is a stand out for me and has helped me immeasurably.”
And what about the stresses and challenges of now owning your own business…
“The problem with me is I’ve always been a bit bossy – so things haven’t changed too much there,” she laughs. “The hard thing is managing people and getting a group of good ones together. I hate it when you get false promises… like their skills may not be there or maybe it’s a lack of professionalism.
“Whether it is Wild Life or Sogo, we never fire people – we nurture them. We’ll do whatever it takes – sometimes even retraining, although sometimes pride gets in the way so they choose to leave. We never just go ‘you’re crap, get out’.”
Ali tells me about the lengths she’ll go to in order to get the salon mojo just right.
“Right now the energy level of a couple of the guys is a bit sluggish, so I’ve introduced yoga sessions. It may be a bit confronting, but hopefully it will gets people where they need to be.”
On the Monday of Hair Expo, Jayne, Dieter and Ali will present the ‘Chair of Truth’ – a provocative title if there ever was one.
“The ‘chair of truth’ is Gary’s term [Gary Latham, Jayne’s partner and Wild Life director],” Ali admits. “It really means taking things back to reality. No wacky stuff, just good salon-based commercial work that sells.
“Something happens when a client is in front of the mirror – stuff just blurts out. So we are really in on stuff that no one else gets to hear sometimes. Although sometimes it’s a bit too much! But I think my clients know when they’ve crossed some kind of line because I’ll go bright red,” Ali giggles. Maybe it’s her Catholic upbringing.
As a young star herself, I asked Ali how we could attract more well motivated and suitable school leavers into the industry.
“So many things,” she says, “the people, the creativity, hanging out with other cool young people! Although, unfortunately it’s also hard work, so many pack it in quite early, which is a shame.”
“I think that some good things are happening right now with the Government re-focussing on apprenticeships, but we also have to target key school groups and career advisors.
“The worst thing for our image are the reality shows – they just go for the worst traits of our industry and reinforce the clichés.”
Hair Expo is a big gig for Ali, so what’s exciting her about it?
“I love teaching and showing people ideas – it’s so good when they are nodding or smiling and giving feedback. And it makes me better because it makes me look at everything that makes my hair work and the techniques that I use.”
When asked about her signature style, Ali suggests that if she were a fashion label she would be Willow.
“Kit Willow – I love her young, fresh and new structured lines with shapes that people may not have seen before.”
Talking to this girl, it’s clear that she is someone who sees a lot of the good and carries little baggage – so what doesn’t Ali Holmes like?
“Bad hair. You know… over-textured, try-hard hair… hairdresser hair.”