Can you talk to us a little bit about that? Because I love the story.

I think at the time, you know, at the time I joined or I kind of left school and started, you know, to be in the salon was kind of like the late 90s.

And fashion was in this kind of, you know, Kate Moss was like the face, you know, it was like... um you know the supermodels had just kind of finished their peak kate was this kind of new it was this new grunge era everything was very kind of it was all about this kind of new beauty everything was very paired back um and it was almost like this beginning of kind of no makeup makeup and no yeah no hair you know guido had just kind of really kind of made that statement, I suppose, with Calvin Klein at the time.

And so there was this real refinement of not doing hair.

And as a result of that, I think what I saw at the time was salons, in that sense, felt very outdated.

To me, they felt really kind of like, a bit naff a bit kind of uncool like it certainly wasn't attracting you know cool cool girls to kind of come and have a great haircut because that kind of wasn't the vibe like the vibe was like stringy long nothing hair like and so you know I was like I was like it's family business but how do you how do you help kind of align it more with something that felt kind of you know more aspirational a bit cooler like it all felt very kind of i don't mean this in a bad way but it was a kind of mumsy big fluffy hair like not not our salon but in in general at the time it felt kind of synonymous with like I don't know, morning TV.

And it was just all the things that I didn't want a salon to be, but I wanted it to feel really relevant and kind of aspirational and cool.

Yeah.