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De Lorenzo ASPYA 2014 Conference, Singapore

It was all about ‘embracing the past and perfecting tomorrow’ at De Lorenzo’s 2014 ASPYA conference – the company ensuring their extended family is well placed to lead the industry charge tomorrow and beyond.

Marina Bay Sands

Singapore’s Lantern Bar overlooking Marina Bay Sands

De Lorenzo responded to the people electing Singapore as their destination for this year’s ASPYA conference. The collective request of De Lorenzo delegates was a continuance of the company’s esteemed itinerary of speakers and creative insight, yet abroad, beyond Australian borders – throwing the challenge and enrichment of a new culture into the mix of an already progressive pot of new ideas and inspiration. And what an event it was.

Anchored on the annual De Lorenzo ASPYA awards, the company uses the platform as an opportunity to feed and fulfil their long-loving, loyal clientele with world class information on the business and creativity set to shape salons tomorrow and into the future – ultimately empowering every salon owner and respective army of stylists and technicians with the confidence and know how to pace themselves as leaders going forward.

This year, the 200 plus head count was treated to welcome cocktail event unlike any the brand has dealt to date. Held at Singapore’s iconic Lantern Bar, as the lift halted at the height of The Fullerton Bay Hotel, guests stepped out to one of the city’s top-rated panoramic views. Set at the foot of a pristine pool, before the harbour and beneath the magnificence that is Mariana Bay Sands, this welcoming toast has gone down as one of De Lorenzo’s best, cue: life-size dancing dragon.

Lantern Bar

Lantern Bar

Day one began and first to the speaker platform was our very own industry jewel, Tracey Hughes who put the emphasis on team culture and the all important vision.

Tracey Hughes

Tracey Hughes on stage

“’But’ is the most common word used in the English language. The minute any member of your team starts to justify their actions, their learning shuts down. Teach your team to take accountability and they will unite to share a common vision,” explained Tracey of the backbone that drove one of our country’s most successful team culture’s for close to two decades, Mieka Salon.

For the first time in the ASPYA conference’s 12 year history, a Look and Learn format was invested into the intinerary. Never a company to do things in halves, De Lorenzo hand selected none other than British Hairdresser of the Year (2008, 2009, 2011, 2103), Akin Konizi to take on the inaugural class culture.


Akin Konizi performs a Look and Learn

Exuding that 1980s rock star essence yet with more polish, Akin was a breath of fresh hair, taking a irrefutably real approach to hair-fashion and the true role of the hairdresser. A big believer in knowing exactly ‘why’ we do things, Akin underscored the idea that “unless you know why (you’re doing something) you’re just copying someone, you’re not creating, you’re just borrowing something and you won’t remember it.”

Fashion Show 3

Models for the Akin Konizi show

“There’s no point doing a cut or colour unless it has an objective – nobody gets their hair cut for no reason, it’s not because their hair is too long. If you press them (clients) you’ll discover they’re getting their hair cut for a special occasion, a party that night, or perhaps their partner’s cheating on them,” says Akin.

“A client gets their hair cut because they want to look and feel like part of a tribe, they want to feel sexy and happy, that’s the psyche of the client, and we are the people that make them look either great or terrible,” he continued of the hairdresser’s exponential role in society.

Akin presented 9 models, two live and each coloured with the comprehensive De Lorenzo colour range and cut and styled by the man himself – a solid ambassador of geometry and an entity who De Lorenzo delegates witnessed firsthand, will stop at nothing for perfection.

As day one came to a close, it was time to consider outfits and the potential winners list for the evening’s upcoming awards night. Held at Singapore icon Raffles, The De Lorenzo family dressed to impress and first enjoyed (several of) the establishment’s well known claim to fame, the Sinagpore Sling (cocktail) before moving upstairs for dinner, dancing and the great reveal. Congratulations to the following 2014 ASPYA award winners:

5 Years:

Clares Hair Together & True Beauty, QLD
Cutting Connection, SA
Gosh Enterprises, VIC
Meki Hair, NSW
Pura Veeda, VIC
Real Hairdressing, VIC
Studio M for Hair & Beauty, WA

10 Years:

RISC Hair & Beauty, QLD
KT’s Hair, QLD

Hall of Fame:

Carolann Verity from Hair Review, QLD
Emma Fleming from Bella Cut & Colour, VIC
Lauren McCann & Ashleigh Cooney representating Gosh Hair, VIC
Tonia Reeves from Tonias Hair Health & Beauty, VIC



La Unica Salon, NSW
Gorgeous Hair At Gorokan, NSW
Capelli Hair & Beauty Studio, VIC
Marketing Excellence Award Winner:
Capelli Hair & Beauty Studio, VIC

Mark Exc Finalists

Marketing Excellence finalists with the de Lorenzo brothers



Mali Hair Spa, VIC
La Unica Salon, NSW
M Salon, VIC
Capelli Hair & Beauty Studio, VIC
Clare’s Hair Together & True Beauty, QLD
Studio M, WA
Hoopla, VIC
HB Hair, WA
Underwraps Hair Studio, QLD
A Cut Above, VIC

Second Runner Up: 

M Salon, VIC

First Runner Up:

Underwraps Hair Studio, QLD

Salon of the Year Winner:

Clare’s Hair Together & True Beauty, QLD

SOTY Winner Clares Hair

Salon of the Year Winner Claire Hair Together & True Beauty

With sore heads and proud hearts, delegates returned for day two of seminars including business extraordinaire Julie Piantiadosi who touched on a plethora of points from reception to staff and selling, with emphasis on language and response.

“Do you want to buy this product today?’ What a stupid question!” exclaimed Julie, picking up Extinguish, the Thermal Heat Protector joining Thermal Argan Oil as heroes of De Lorenzo’s latest product line, DEFENCE.

“Clients don’t know what they want. The one thing they do want is to look and feel amazing,” she said.

A salon owner herself, Julie revealed that ‘if you don’t have re-bookings over 80 per cent you won’t survive.’

“You’re as good as what you look like on paper, how busy is your book?”

Last but so far from least, De Lorenzo ASPYA salons extended a warm welcome and (later) a standing ovation for speaker Allana Corbin. Allana’s message was simple really, make the most of your time here, because it’s limited. The old cliché ‘life is short’ became so much more than something your grandma used to tell you, with Allana retelling her story of surviving a plane crash and one Doctors prognosis that she would never walk again. Well she did. And once that goal was conquered, a professional pilot, Allana continued to become the first woman to circumnavigate Australia in 1997.

It was a conference to remember and we have so much more to share with you in INSTYLE November December!

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