Tell us about yourself and your background. How did you started in hairstyling?
I’ve wanted to be a hairstylist since I was around 5 years old. I was desperate to live a life that looked glamorous and fun, and I knew from that young age that this was what I wanted to do. At 14, I applied to the London College of Fashion and was thrilled to be accepted. Alongside my studies, I began working in a salon, learning, and training as I went. By the time I was 21, I had opened my first salon.
Over the years, my passion has only grown. I love the way hairstyling allows me to transform how people look and feel—it’s a blend of artistry and technique that continues to fascinate me. Whether it’s a simple cut or a complete makeover, the joy of making clients feel confident and beautiful is what drives me every day.
What led you to being based in the UAE/Dubai?
I moved to Dubai after meeting a highly successful individual in London through a mutual friend. This person owned a chain of nail salons and wanted to expand into hair salons and asked for my help with the venture. At the time, my children were young, and it felt like the perfect opportunity for a fresh start in a new and exciting city. The prospect of helping to build something from the ground up, combined with the vibrant, growing beauty scene in Dubai, made it an easy decision. It was a great move for both my family and my career.
What has been your biggest career success?
This is a tough one to answer because it’s hard to think of what success really is. But for me, I would say winning Colourist Of The Year was a huge milestone. That year I had also just opened Salon 971, and been to Germany to create the regional looks for Essential Looks Schwarzkopf. It was a huge achievement and it just finished off the amazing year I’d had.
What inspired you to launch your own salon, Salon 971 in Dubai?
It was covid and I was doing a lot of creative videos for Schwarzkopf. I was getting lots of people messaging me on how to apply their own hair color and what to mix. This prompted me to launch an online consultation where I would discuss their hair and formulate a color for them. I ended up with so many clients on my personal WhatsApp asking me so many questions about their hair, that I thought I actually missed being in a salon daily and having that personal touch. This is what made me decide to open my own salon.
What makes your salon unique and sets you apart from your competitors?
I’ve got to say that one of the biggest things is the people. We are not a huge team, so we are quite a tight bunch. All professionals and very passionate. I would say the customer experience coupled with the level of expertise we have, sets us apart from the rest – alongside the little things that make an enormous difference. For example, the flatbed wash basins and the extra massage at the backwash, right down to the blanket that we place over the client for comfort. It’s all the little touches that make someone feel so welcome. We also only stock the best products that are tried and tested by us, before we launch them in the salon. All our staff are highly trained in their respective fields, and we ensure that their education and training is carried on throughout their employment with us. I believe the health and happiness of my team is projected to our clients and gives them that warm and friendly feeling when they enter. We like to think of Salon 971 as undone glam.
Have you faced any challenges? If so, how did you overcome them?
There are an array of challenges that come in daily, whether it is staff, clients, issues with the building or something else. I think the best way to overcome any challenge is with empathy. To understand the other side, despite how I may be feeling. I try to see the end result, rather than complaining about it. It makes it seem insignificant and in the end, it all sorts itself out.
You have styled celebrities including Paris Hilton, Lindsay Lohan, Delta Goodrem, Samantha Bond, Holly Willoughby and Olly Murs. How did you elevate yourself/your brand and make these connections?
I think it was a mixture of being in the right place at the right time, by putting myself there. I always wanted to be in the places where I would attract that clientele. Being in the heart of London gave me that opportunity. I also think having the ability to act completely normal in front of anyone helps – I always end up like the therapist. I don’t just do hair, I like to get deep!
What is your number one piece of advice for a founder about to launch their business in the hairstyling/beauty industry?
Don’t fixate on the little things. Be flexible enough to ride the waves and allow yourself to feel disappointment, but move on, and keep remembering why you started this journey.
What does a day in your life look like?
My alarm is set for 5:30 am, I get up, get showered, do my makeup, then wake up my little one and take him to nursery. I get to the salon at 7:45 am to open and meet my morning clients. I will then go through emails, social media, chat to the team, see my afternoon clients, and go home to put my little one to bed. After that, possibly attend an event or client event. Then I work on editing videos for social media, followed by a catch-up with my hubby before going to bed with a book. That’s pretty much an ordinary day for me.
What are your goals for the next 5 years? And your long-term vision for yourself/Salon 971?
This year my salon supervisor bought into the business and we became partners. We have lots of plans and visions for the salon. We have just expanded the beauty section and are really working on the team right now. Within the next 5 years, our goal is to extend the brand by offering other services and collaborations, and possibly another location. We are really focusing on women’s wellness, which is a huge passion of mine. We are also working with all our staff on softer skills to enable them to really listen and help our clients’ emotional needs.
How can readers find out more about you and Salon 971?
You can follow my personal journey on @catherinehawkes and the salon on @salon971dxb
