Managing a chain of eight salons across the island, the involuntary stop to business caused by COVID-19 came as a shock to Dean Gera, along with business owners across the globe.

Taking part in episode 10 of The Boardroom, the Managing Director of Dean Gera Salons shed light on the changes experienced so far in client behaviour and the overall dynamic inside hair salons.

Together with Dr Joanna Delia, Owner & Aesthetic Physician of People&Skin and Sue Caruana, Owner and Operator of Beauty Inc, the trio discussed and responded to questions by presenter and business writer Jo Caruana on the state of the local beauty industry post-COVID.

Hairdressers have been allowed to reopen since 22nd May, after being asked to close their doors on 21st March. Dean admitted to closing earlier, around 13th March, after employees expressed concern about contracting the virus.

Asked about changes in consumer habits so far, Dean said one of the most positive has been clients booking appointments throughout the week, rather than concentrated at the weekend.

He said the limiting of people inside the salon due to distancing guidelines and the changes to people’s work life has meant the usual rush at the weekend is now spread out more evenly.

Looking at the operating rules hair salons must now adhere to, he said the use of masks and visors has now made it very difficult to communicate with clients – an important part of ascertaining a person’s wants.

Asked about the impact new policies have taken on his bottom line, he agreed that it earning similar revenue as before the crisis is not realistic so far, saying that the company has looked into cutting costs and using space more efficiently.

He said it is possible that smaller salons will be closed, while unoccupied space would be utilised – such as turning the academy into a full-blown salon.

Once the crisis hit, Dean Gera Salons was quick to look at online sources of revenue. Products were sold online in the first two weeks, which Dean said was a real success, and then a website was created. He is grateful to have help from his sister, who is operating the digital arm of the business, as well as his brother who is also contributing.

He said that apart from the financial concerns, the time spent with family has been beneficial, and that a greater focus on work-life balance would be made within the company.