early in her career Cassie, owner of Sanctuary Salon, enjoyed working for a salon owner she trusted. However, when the salon was sold and merged with another business, it became a source of stress and overwhelm. Cassie felt herself losing the spark that had once driven her every day behind the chair.

The Challenge:

During a chaotic merger, Cassie sought a change. Discovering Destroy The Hairdresser during this uncertain time, she resonated with their unconventional methods. They ignited a fire in Cassie, inspiring her to break free from traditional salon models and create her own path.

Discovering Destroy The Hairdresser:

With her husband's support and guidance from a DTH coach, Cassie decided to open her own salon, Sanctuary. It would reflect her values and provide a safe, pressure-free environment for clients and stylists.

Making the Shift: 

Cassie’s first big step was going gratuity-free then later introduced hourly pricing! To her surprise, the transition was smoother than she had anticipated. Clients appreciated the transparency and simplicity of the pricing, and the positive feedback reinforced Cassie’s belief that she was on the right path.

 The Role of Coaching: 

Throughout this journey, Cassie leaned heavily on the support of her DTH coach. Having someone who understood the unique challenges of the beauty industry was invaluable. Together, they navigated the complexities of opening a new salon—from creating an exit plan from her previous job to setting up the new business with confidence. The tailored, industry-specific advice she received was a game-changer.

Results: 

Within just six months of coaching, Sanctuary was up and running in San Francisco. She found that running a DTH salon was far easier and less stressful than her previous experiences. Her clients loved the new approach, and stylists were eager to join a space that valued inclusivity and innovation.