Sitting in our Attorney’s office (Chris Craig) one day, I commented not only that he had great hair, but also had it styled with the perfect blend of modern “cool”, professionalism, and positive individuality.

So I asked, “Who does your hair?”

Of course this isn’t a frequent question shared between southern men, at any time, much less in the office of ones attorney. But Chris tolerated my lapse in judgement and enthusiastically responded, “Holiday Childress, of course!”

One Google search and two clicks later I had my first appointment with the legendary Holiday.

 Now Holiday isn’t your run-of-the-mill barber. He is a professional musician with several full-length recordings in his resume. I wasn’t sure what to expect as I made my way to his studio. I stepped into his space and was confronted with overwhelming STYLE.

 First I see the ever-smiling Holiday and am met with a big hug. He’s wearing the coolest Fedora and a handmade waxed canvas apron which also housed all of his tools. Just above his genuine smile was his perfectly manicured signature imperial handlebar mustache.

He seated me in his chair. It was sublime. Imported from Japan, Takara Barber chairs are some of the most beautiful, elegant comfortable and distinctive chairs in the world. I settled in, then began looking around. One entire wall was a collection of photographs. There were hundreds of Holiday’s customers smiling into the camera with their new hairstyles. Children, Men, women, couples all expressing their approval. I grew confident my face might be up there soon, too (if only there was room!) Another wall was painted with chalkboard paint, and an artist had created a large scale chalk drawing of the human brain. It was unique and demanded attention. The third wall had fixtures that contained all his tools, lotions, creams, etc for cutting hair, shaving faces, coloring and styling. It was organized with the precision of a surgeon, an architect or a skilled watchmaker. The very presentation added credibility to his skills.

 Holiday leaned against his chair looking at me in the mirror. He asked a few questions about me, my career, my style choices, how I dressed, etc. He said, “You know, Dan, you’ve got that ‘professor’ look right now—but I think I’d like you better as the ‘creative director for Apple’. What do you think?” I had never thought in those terms, but the imagery landed. “I like it, let’s do it!”

 Then he said, “Can I make you a Manhattan or an Old Fashioned?” “Why, yes,” I may have responded a little too quickly. “That sounds great” It was 1:30 in the afternoon…

 He started the music, The Buena Vista Social Club. At this moment I wondered if life could get any better for me. Quick answer: yes. He leaned that imported chair back and began the 14-step pampering process of a straight-edge shave. Hot towels, cold towels, creams, brushes, the smell of Proraso and the cool beat of Candela in the background.

 This was in 2018, and every cut and shave since then has been executed with exactly the same sense of style and precision as that first appointment. (And I finally got my picture on his wall!)

 Holiday’s style was obvious from his space. His manner and his ritual before he even picked up his scissors was a large part of why the experience was memorable, (but that’s not why I’ve been loyal ever since!)

 For you retailers, style is a promise you make before anyone says a word; but style is much more than paint, fixtures or a cool logo. Holiday shows us that style is a set of choices repeated with discipline. Holiday’s style isn’t just a mood or a scent. It’s a process.

 LOOK DEEPER:

 -My attorney’s hair was Holiday’s Ad. Your customers wear your style out the door. What does your customer take out of your store that makes a friend ask, “Who did that?”

 -His tool wall builds credibility. Order and precision indicate competence before the skill is actually shown. Picture an open kitchen at a great restaurant.

 -The chalkboard brain is unexpected and shows a point of view. People ask about it and makes the experience memorable. What’s yours?

  -The Takara chair is an investment in the customer. Too many stores spend money everywhere but there!

 -From Professor to Creative Director. Probably my favorite part. Holiday sold me an identity, not a haircut. Good discovery. Good creativity. Great imagery!

  -The Old Fashioned at 1:30. Hospitality that goes beyond the transaction. I think the great restaurants call it “amuse-bouche”. Unexpected and free! What are some possibilities you’d consider?

 -Buena Vista and Proraso. Sound and Scent are often the most neglected tools in retail. Don’t let your closing manager select the playlist.

  -The 14-step ritual. This is what insures the Style survives a busy Saturday. Train to it. Measure it. Enjoy the rewards. And this is why I’ve been loyal to Holiday since 2018: “This was in 2018, and every cut and shave since then has been executed with exactly the same sense of style and precision as that first appointment.”

If your customers can’t say that you’ve got some soul-searching to do. By the way, if you’re ever in Asheville look him up: https://www.holidaygrooms.com Tell him Dan and Chris sent you.