By Joanne Bailey-Boorsma
joanne@wktv.org

Stylist Lindsey Williams admits she cringing when she saw the pictures of home haircuts and coloring coming across her social media.

After months of waiting, people had just had enough, and like CNN’s Anderson Cooper, taking scissors to their bangs and seeking out at-home color kits. Hair salons had seemingly become the speakeasies of 2020 with a few people sneaking off to a hairstylist working out of his/her home or having one swing by and cut their hair on the back porch.

When Williams, owner of East Grand Rapids’ Bang Blow Dry Bar and Salon, 2180 Wealthy St. SE, received a call from a customer asking about over-the-counter color kits, she knew she had to come up with a new way to help meet the needs of her customers.

“I offered to put together a color kit, drop it off, and then have a virtual session with her to talk her through applying the color,” Williams said. And bam, Williams’ had joined the growing list of virtual hair stylists.

As noted by NPR, in several major cities, such as New York and Los Angeles, virtual haircuts and styling have become increasingly popular as people seek relief from their hair. In fact, tech entrepreneur Greg Isenberg recently launched the app You Probably Need a Haircut, where customers are paired with freelance hair stylists who, for a fee, will talk the client through on cutting his/her hair.

Williams said during Michigan’s state of emergency, she has done several virtual counseling on bang trims and blow drying for customers. She also has a package where she will put together a color kit, deliver it, and schedule a time to meet the customer on FaceTime or Google Meet to walk the customer through the steps. The average session length is between 20 – 30 minutes with totally time depending on the customer.

“One of the biggest feedbacks I get from doing these is that it allows people to connect with someone, “Williams said. “It is kind of hair therapy, where you get to sit and talk to someone who is outside of your family.”

While Williams has not been charging for her services, except for the color kits, as most of her virtual clients have been regulars. However, as word-of-mouth has spread, Williams said she probably will need to determine price structure for the virtual services.

While most stylists in the Greater Grand Rapids area have made their hair products available online, Williams appears to be one of the few people the area to offer virtual hair services, but she suspects that some salons or hair stylists may include it in their offerings to clients.

“Hair salons were one of the first businesses to close,” Williams said. Many hair salons started shutting down about a week before the Stay Home, Stay Safe order went into effect on March 24. Because of the close contact to clients, having to touch a person’s head and hair, Williams said the styling business probably will be one of the last to reopen.

Williams is hoping she will be able to reopen her salon on May 28, when Michigan’s state of emergency ends. This week, Michigan Governor Gretchen Whitmer announced that sections of the state would reopen with Michigan’s Upper Peninsula and northern Michigan set to open this Friday. The governor has not put any restrictions on specific businesses opening in those areas.

Even with reopening, Williams said her team will need to clean all the surfaces. The salon has three chairs and Williams said they will be making sure that the chairs are at least six feet apart along with complying with other social distancing guidelines.

“We are going to try and make customers as comfortable as possible,” Williams said, but she acknowledges that there will be some not willing to come to a salon for a haircut. Coupled with the facts that there are many people who hope their first venture out is to a salon and once you open the Pandora box on a new idea it tends to stay, Williams said her future plans may include offering virtual cuts and styles for a while.

“Life is going in a different direction,” Williams said. “I’ve always tried to be forward thinking in what we can offer our customers and this is an opportunity to provide a service that could meet the needs of some of them.”