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Diior10 Salon Profile: Not settling for the 9 to 5

18 months after its inception, the Diior10 team embarked on a career-building, team-bonding labour of love. The salon in Sydney’s west banded together to create a consumer-friendly photo shoot, the images of which act like something of a salon menu. Commercial colours, trending styles and varied cuts line the pages, allowing the clients of the increasingly luxury salon to point to exactly what they want when they sit down for their appointment. As we discovered when speaking to salon owner Daniel Di Iorio, it’s just the tip of the iceberg for a salon that refuses to settle for the 9 to 5.

“We’re aspiring to be a one of a kind salon here in Bossley Park, we’re going back to the roots of good value for money,” Daniel shared. “That is, good value for money with great customer service, honest feedback and honest information for our clients.” This attention to customer service – team meetings every two weeks with customer service as the main agenda ensure it’s always front of mind – is achieved to complement the high-grade product offerings of L’Oréal Professional and Kérastase. The brands provide education, insight into the latest trends and salon locator technology that lead the way in elevating the salon.


“To sell a product like Kérastase, we pride ourselves to match the products we provide,” Daniel shared. “We also have people who come in to buy Kérastase because they see us on the salon locator, and then they walk in and see the environment; they see the atmosphere and the salon layout and think ‘this salon really matches the product they’re selling’.”

The look book has its roots in Daniel’s past, having been a practice that Daniel would embark upon when he was renting chairs. Daniel would photograph clients rather than professional models he couldn’t then afford, and watch how, just by the virtue of those clients spreading the word and sharing the photos on social media, his business would build momentum. After, in his words, “biting the bullet and getting myself four walls”, a professional look book was always going to the first goal for the team to work towards.


“We decided as a team that a look book should be the first thing we do when we’re established and we’d be able to showcase what we do,” Daniel explained. “It’s something we’ve designed and the whole team has been educated so that when the look book is in the salon, someone can come in and say ‘I want this cut’ and every stylist has been trained on it and is aware of what the colour work was and the technique we used.”

The looks were defiantly consumer-friendly, rather than being overly-editorial and alienating clients. “We’ve gone back to the basics of techniques, your balyage, your ombré, we have the focal pieces around the face, we’ve even attempted some of the face contouring which is popular at the moment,” Daniel described. “We’ve kept the styles simple in the sense that everyone’s asking for waves, textured or polished, we have our version of some trends like the mullet, and some Avant Garde work that you could wear in the evening.”


The creative process (each staff member was given a model and a mood board and then guided by Daniel to create their final look) and the after hour effort it entailed, allowed the team to unite for a common goal and push their careers together. That’s thanks to what Daniel sees as a one-of-a-kind team, who are prepared to go the extra mile for their craft. Being a L’Oréal iD artist, Daniel has seen firsthand the benefits of diving headfirst into the industry, and hopes to afford his team similar opportunities. First up on the horizon, however, is more team activities and editorial endeavours.

“Ultimately we want to create a look book every year, one day we hope to be in a position financially where we could update the look book every 3 months, and also create a platform that we can refer back to,” Daniel said. “That way we can always look back and see how far we’ve come, and see what we’ve done as a team, and show our growth. That’s the best motivation to be more than a 9 to 5 hairdresser.” Lunches and team excursions rather than the ordinary coffee table-team meetings are other simple things Daniel and his salon will implement to continue the passionate, creative and unified drive of the whole team.


Ultimately, the shoot is another nod to the salon’s client-first focus. Putting creativity, education and customer service front and centre are the perfect ways for a developing salon, one that has just been accredited as a Silver Salon by the Australian Hairdressing Council, to really shine.

“We provide that consistency all the way from answering the phone to offering a treatment at the basin and we work really hard on it,” Daniel said. “It’s always a team discussion, if the team is discussing it I get more involvement. If it’s just me telling them what to do then I’m just the boss that I used to hate and I don’t want that.”

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Images courtesy of Diior10

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