Flamboyant Nicky Clarke, hairdresser-to-the-stars and hundreds of ordinary men and women, opens his new salon at Mailbox, Birmingham, this month.
Just weeks before the opening on Friday, October 15, Nicky confirmed that he plans to be a regular face at the salon at 24-26 Wharfside Street.
Clients from the Midlands already make the trip to his salons in Manchester and Mayfair, London and are prepared to pay well for the highly-personalised, luxury service.
"Customers know and feel the difference," said Nicky, who hopes to spend one-off days at the Birmingham salon.
"It is about looking at the whole person and what will work. It is showing men and women what can be done to their hair when the right person is dealing with it."
The salon will reflect Nicky's style - informal and welcoming, with a professional, understated air.
Nicky said: "We don't get pretentious. We want people to feel welcome and relaxed and to enjoy themselves."
He added: "High standards of service are important and a welcoming environment. The way the place looks is not like a regular salon. It is something different and seems to work."
Prices, said Nicky, have been pitched at a level which compares well with other salons across the Midlands.
Nicky personally selects and trains key personnel to ensure clients' expectations are met.
* For further information contact 0845 456 9600. After the official opening the salon can be contacted on 0121 633 4009.
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