A heartfelt letter from Daniel;

I’ve spent a considerable amount of time pondering on the right words and reflecting on the journey to 10 years and I’ve come to a realisation that in a world of tech and the evolution of AI, hairdressers have never been more important. To be seen, felt and heard is a commodity that is worth so much more and each day we have that opportunity to offer this in our experience. All walks of life bless us with their presence and provide us with the chance to impact them in such a positive way that can really shape how they feel for the upcoming weeks.

Over the years, our training has been focused so heavily on client experience and developing young talent that it has now become the backbone of our success. I’ll be the first to say that we don’t always get it right, but that’s my point, we’re human. How lucky we are to work in an industry where human connection will never falter. An opportunity to listen, to communicate and to achieve a result which leaves our clients feeling valued is at the core of all that we do.

I get asked from clients all the time a series of questions that are quite similar but have varying degrees of answers – “What does it take to succeed in business”?

The truth is, I don’t really have the answer to those questions – not any that make it concrete in my mind that would help anyone understand how we got here. There are so many ups, and way more downs when it comes to navigating business that most of the time you can find yourself questioning how it’s even possible that you landed where you are right now.

The best answer that I always share is my team. Is it a cliché to use your team as an answer? To the onlookers, yes, but for those who have watched us grow, you know it’s the truth. My team has evolved, changed, chopped, and moved on in so many ways and each time I get the chance to reflect on these moments, I find yet another spark of inspiration to adapt, mould and grow them again, and again, and again. All team members, past and present, have always been considered family and our culture has been shaped by this. Thank you all, for being you – don’t be anyone else.

Of course, there is no team without our clients – I’ve always taught my staff that I don’t own any money. Those who fill your seats are the reason we are able to offer employment. We’ve had clients share our journey for a visit, share our journey for the whole time, and those who visit from time to time – all of which we consider equal and important. I’d like to thank you all, past and present, for your ongoing support. I have reached out many times for feedback to help shape changes, have become vulnerable to learn about our mishaps and have communicated honestly and modestly when making pricing and structural changes to help our business thrive.

Lastly, my wife, Laura. She rarely gets the recognition she deserves. In fact, not a lot of people consider her to be the owner of this salon due to my profile and history of being the face of the brand.

I don’t believe we survive without her. No matter the drive, the brains, the grit or determination I have, when the going gets tough, and inevitably the crumble begins, she picks me up and gets me right back to where I am meant to be. She is the definition of the Ying to my Yang here in salon, she builds the bridge between myself and a female dominated industry but most importantly, before she was my wife, she was a believer in me as a boss, as a leader and as a hairdresser and that has never changed.

Together, we strive for greatness in ourselves, as parents and as business owners.

As we celebrate this milestone, we want to show our appreciation to the incredible clients who have been part of our journey. To mark the occasion, we’re giving you the chance to win a GHD Helios Hairdryer valued at $360!

Simply share in 25 words or less how DI IORIO has positively impacted your life. Our team will read every response, and our favourite entry will take home the prize. Winner announced Easter weekend.

Click here to share your story

Here’s to another 10 years – Daniel Di Iorio