Elevating boutique hairdressing with innovation and salon software
A vision of boutique luxury
“I wanted to create an environment that still offered a premium luxury salon experience, but did it in a way that felt smaller and more boutique”.
This wasn’t just about bucking industry trends – it was about creating the kind of space where both clients and stylists could feel genuinely connected.
The salon’s carefully considered size is no accident. With 4 senior stylists and 2-3 apprentices, David has found the sweet spot between busy and overwhelming. “We like to be busy, but not so busy that everyone’s tripping over each other.” he says. This intentional approach to scaling has created an atmosphere where premium service doesn’t come at the cost of personal attention.
Building a legacy through team development
Perhaps nowhere is David’s success more evident than in his team retention. In an industry known for high turnover, David Murry Salon stands apart in the industry for its remarkable staff retention. The salon’s manager, Emma, started as a school-based apprentice and has remained with the business for nearly a decade – a rarity in hairdressing.
The secret? A management style that makes everyone feel invested in the salon’s success.
“It’s about making staff feel like they’re part of the solution, from choosing what teas we serve to implementing new booking policies – everyone has a voice”.
But David’s vision for team development extends beyond traditional career paths within the salon. Take Scott, who after seven successful years of working with David, has become a part owner of Perci Salon in West End – another independent brand.
It’s a testament to David’s belief in supporting his team’s ambitions, and creating pathways for key team members to maintain their valuable relationships while pursuing their own entrepreneurial dreams. It’s a strategy that keeps both businesses fresh and dynamic, while preserving the professional connections that took years to build.
Innovation meets tradition
While the salon maintains its boutique feel, its approach to technology and client service is anything but small-scale. “My relationship with Shortcuts has spanned the better part of 20 years now,” David reflects, having used the software long before opening his own salon. “To be completely honest, that’s why I chose Shortcuts when opening David Murry Salon – the last thing I wanted to do was learn a new point of sale system.” But what started as a choice of convenience evolved into something more valuable.
“As time went on, I soon learned that it was absolutely the right fit for me. Having all of the reports and functionality, there was never a moment where I felt like I didn’t have what I needed at my disposal. Shortcuts’ constant investment in new technology and new features has been one of the things that has made me stay with them for such a long time.”
Through this technology, David continues to find new ways to enhance and streamline the client experience, while ensuring the salon maintains its signature personal touch and intimate atmosphere.
Recent implementations like online booking deposits have transformed their appointment system. “We charge 50% for any appointment booked online upfront,” David explains. This approach has not only reduced no-shows but has unexpectedly become what clients describe as a “savings strategy” for their beauty services.
Marketing a salon in 2025
The salon’s marketing strategy reflects a modern understanding of client engagement. Gone are the days of expensive print advertisements. “Social media is a huge focus for us,” David explains.
“We currently work with a social media coordinator who creates all of our content based on the imagery and videos that we send to them. Social media is not rocket science and we try not to pretend that we are Mecca Cosmetica, just post 3 times a week but make sure you don’t forget that clients make you money not creating content. We’ve worked really hard on making sure that the tonality of our Instagram is light, fun, and informative- a little bit of sales, a little bit of advice, and a little bit of non-hair related content so that it doesn’t become repetitive.”
When it comes to turning first-time visitors into loyal clients, David Murry Salon has cracked the code. A deep dive into their client retention data through Shortcuts revealed an opportunity for improvement – and the results speak for themselves. Through strategic thinking and innovative solutions, they transformed their client retention rate from 33% to an impressive 55%. At the heart of this success is their carefully-crafted welcome pack program, which includes gift certificates for clients’ subsequent visits, encouraging their return for second, third, and fourth appointments. This is supported by a comprehensive digital strategy including automated birthday messages, personalised email communications for clients they haven’t seen in a while, and targeted reminders about specific services.
For new clients, the experience begins before they even step into the salon. Understanding the challenges of visiting a new location, the team sends detailed welcome emails with all the information needed to find and access the salon easily and a selfie + inspo sms in the week leading up to their appointment starts the relationship before they sit in the chair. This attention to detail extends to their online booking system, where a 50% deposit requirement has not only reduced no-shows but has become what clients describe as a convenient “savings strategy” for their appointments.
How a salon space tells a story
The physical salon space tells its own story of growth and adaptation. Through several renovations over the years, each change has been made with the purpose to make clients feel like they are in a home not a salon. Now, with plans for their next renovation, David’s excitement is palpable.
“We’re looking to create a slightly more fun environment with wallpapers, framed art and coffee table books, a little less serious looking. Being married to an Interior Designer has it’s perks” he shares, demonstrating that even after 13 years, the salon continues to evolve.
David's advice for the next generation
For those looking to enter the hairdressing industry, David’s advice is refreshingly straightforward: be patient. “Being realistic about the time it’s going to take to learn a craft is important,” he emphasises. “I think everyone has become accustomed to everything being very instant, but learning a skill or a trade is not something that is instant. We should always be learning these skills.”
When it comes to aspiring salon owners, David shares a piece of valuable advice from his father that has guided his business journey. “When I was questioning whether I could run a business, my father asked me, ‘What are you good at doing?’ To which I replied, ‘Hair.’ And he said to me, ‘Well, you just make sure you do as much hair as you possibly can do, and you can pay people to do the things that you don’t know how to do.'” This practical wisdom has shaped David’s approach to business management, allowing him to focus on his strengths while building a team of experts around him.
From its thoughtful approach to team development to its embrace of innovative technologies, David Murry Salon demonstrates that success in the modern hair industry isn’t about choosing between luxury and intimacy – it’s about creating an environment where both can thrive.
