A salon that
feels like home:
Frederique’s vision for
Studio Noir
At just 26 years old, Frederique de Gilde has already carved out her own path in the beauty industry. What started as a dream to open her own restaurant eventually led her somewhere entirely different, but much closer to her heart. After realizing that hospitality wasn’t the right fit during an internship at her brother’s restaurant, Frederique began exploring more creative directions. With an entrepreneurial spirit running through her family, she knew she wanted to build something of her own, something that felt meaningful, personal, and fully hers.
Hairstyling
Looking for a more creative outlet, Frederique pursued a makeup artistry course with hairstyling, where she immediately felt energized by her work. "I quickly realized how much I loved my job again," she says. Initially, she planned to take a hairdressing course as an addition to her makeup skills, but she soon discovered that hairstyling was her true calling. Within a year, she completed intensive private courses, allowing her to focus entirely on learning relevant techniques. During her studies, she began working at a large salon, where she spent two years as an assistant while training to become an independent hairstylist. However, she felt that working there did not give her a true sense of entrepreneurship. "It felt more like disguised employment, and I found that even worse than a regular job. I either want to be an employee or my own boss, but not somewhere in between."
“I quickly realized how much I loved my job again”
Personal approach
This realization motivated her to start her own business and launch Studio Noir. "I really want to build something, a salon that completely reflects who I am." That personal approach is evident to her clients. At her salon, everything revolves around openness and comfort. "I want my clients to feel completely at ease without the feeling they have to behave differently." Her unique approach attracts a diverse clientele, with about 70% of her customers speaking English and 30% Dutch. "I attract clients who suit me: open, honest, somewhere between glamour hair and 'shag,'" she shares. The diversity of her clientele is also a result of the welcoming atmosphere she creates. "My clients feel at home here, whether they want to chat or simply relax in silence." She adds that being a hairstylist often feels like being a psychologist for her clients. "Sometimes, it's not just about the hair, it's about listening to what's on their mind." She believes in keeping things simple: "As long as I can do my job, do your thing!"
“I want my clients to feel completely at ease without the feeling they have to behave differently ”
Conscious choices in offering
Frederique is selective in the services she offers and only works with styles she genuinely enjoys. "I don’t enjoy cutting men’s hair, so I don’t do it. And as a result, men don’t come to me for haircuts, it works itself out naturally." Instead, she specializes in a blend of glamour hair, ‘shag’ styles and everything in between. Despite some assumptions that she exclusively does extreme or highly creative hairstyles, her work remains accessible. "I don’t do rainbow-colored hair or mullets, but I focus on styles that people can wear every day." Entrepreneurship brought unexpected challenges, particularly in financial management. "Honestly, the costs. I now understand why there was such a big fuss about not wasting hair dye." In addition to high fixed costs, continuously investing in quality products is a necessity. At the same time, she prioritizes quality over quantity. "I refuse to rush a client just because I only scheduled an hour for their appointment. I want to deliver high quality first, then optimize efficiency later."
“I refuse to rush a client just because I only scheduled an hour for their appointment”
Guerilla marketing
Marketing plays a significant role in Studio Noir’s growth. Frederique has employed a variety of creative strategies to ensure her business stands out. "I have flyers, I maintain a Google business page, and social media is a major tool," she explains. But it’s her out-of-the-box thinking that truly sets her apart. One of her more unique methods is using stickers placed all around the city, featuring Studio Noir’s logo and brand. It’s a simple but effective tactic that’s helped her expand visibility in a fun, guerrilla marketing way. "A few months ago, I was in London and spotted my own Studio Noir sticker on a lamppost. That was such a fun moment! It’s amazing to see something that’s part of my brand showing up in places I didn’t expect." While her marketing strategies are unconventional, word-of-mouth remains the driving force behind her clientele. Most of her clients come through personal referrals, as her reputation spreads by positive experiences.
“It’s amazing to see something that’s part of my brand showing up in places I didn’t expect ”
Using Vev
When setting up her salon, Frederique needed a user-friendly booking system. After trying several options, she chose Vev. "From the very first moment, Vev was incredibly clear. It’s intuitively well-designed!" The simplicity of Vev made it easy for clients to book appointments seamlessly. "I tested it with friends to make sure it was easy for them to use as well." One of her favorite Vev features is the ability to keep client notes. "Being able to make color-coded notes is so convenient." She also appreciates the flexibility the system provides. "It’s great that I can easily schedule breaks and set rules on how far in advance clients can reschedule or cancel their appointments." The weekly analytics help her track the impact of her marketing efforts. "Sometimes I put extra effort into social media, and then I see an immediate increase in views on my Vev page. That’s super valuable." She is also considering implementing deposit payments soon to prevent no-shows. "It would be great to have more security in that area." The transition to Vev was smooth and helped Frederique streamline her business. She integrated the booking link into her Instagram bio and website, making it easy for clients to book with just one click. "This way, it’s incredibly simple for people to schedule an appointment in one go."
“From the very first moment, Vev was incredibly clear. It’s intuitively well-designed!”
Teaching?
Looking ahead, Frederique has ambitious plans. She is developing a new concept where clients can take one-on-one styling lessons to learn how to properly style their hair at home using their own tools. "Many clients tell me they can never recreate the salon look at home. I think this could fill a real gap in the market." In the long run, she hopes to expand Studio Noir and build brand awareness. "I want people to know Studio Noir exists and to have a fully booked schedule." She is also considering offering courses in entrepreneurship and hairstyling. "I have always loved teaching and leading. Maybe I’ll offer workshops on how to start your own salon, manage inventory, and handle client interactions."
“Many clients tell me they can never recreate the salon look at home. I think this could fill a real gap in the market ”
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