The Edwards and Co series of salons has well and truly taken over the country, with numerous locations throughout Melbourne, Sydney, Byron Bay and the Gold Coast, an education program, a myriad of salon awards to their name, celebrity clientele and a bonda fide Edwards and Co aesthetic – in both hair and salon design – coveted nation-wide.
The lauded brand, the product of figurehead Jaye Edwards, now has a new epicentre at Sydney’s very trendy Crown Street, set to be their biggest and most premium salon yet. This is why it’s been named as the new HQ for the rapidly burgeoning empire.
“I wanted to create a more luxe mood but still tie in with the Edwards and Co ‘look’,” Jaye explained of the new salon. “I wanted it to feel more like a show room this time, less rustic and less industrial and more refined, with clean lines, a simple colour palette and a huge focus on our biggest and best artwork by Brian Connolly.”
Every feature was made and utilised with purpose. The flooring was chosen in a subtle, solid colour to enhance everything around it, while key interior pieces in China, such as the mirrors, basins, trolleys, stools, branded aprons, capes, bowls and tint brushes maintained a strong aesthetic while still being cost effective.
“Where we spent the money was on our focus pieces,” Jaye explained. “The 10 metre long colour table, made of terrazzo stone constructed by one of my favourite furniture makers named Tuck Box Design, is a hero feature of the salon. They also made our beautiful makeup stations and retail shelves.”
“We sourced our chairs through Stylecraft,” he continued. “It was really important for me to have something different to my other salons this time around and something that was not a replica. Coming in at around $1000 per chair, this was one of the biggest investments.”
The reception area and benches were made of smart stone that imitates white marble, a vital component of keeping the luxe feel to the salon, while also, conveniently, being stain proof. “In contrast we had all of our joinery made in black, again to further prevent any ageing and staining,” Jaye explained.
That now iconic Edwards and Co aesthetic shines through in the aesthetic, bringing you back to the beaches of Byron, the trendy, city vibe of their Melbourne locale, or their original Kippax Street warehouse-style salon just hundreds of metres away from Crown Street, but the new location boasts its own DNA.
With more education, trend-setting, celebrity clients, Instagram follows and, no doubt, salons in their future, Edwards and Co will be a definitive industry hub. Pop in and check it out when you can.
For more information visit www.edwardsandco.com.au