Behind the Business: Sheona Forrest of Bloom

I’m a Kincorth girl. I can’t claim to have been the studious type, preferring the more social aspects of school and friendships. I don’t remember having any strategic idea of what I wanted to do in life.  My mum did some book keeping for a local salon and I started as a Saturday assistant when I was 15, then joined as a trainee. I was lucky, because the salon’s team were great hairdressers and trainers. 

I loved the job from day one. The feeling of changing how people feel about themselves, seeing the results and the positive impact, meeting people and having lots of fun while I was at work still thrills me now.  I feel incredibly lucky to have fallen into something I love and to have gone from being a YTS trainee to owning three salons.

Once I was qualified and building a successful hairdressing career, I became interested in the business side, doing an HNC and HND at Aberdeen College, then a degree at RGU I graduated at 30. There aren’t many hairdressers who love spreadsheets out there! 

I had my two children in my early 30s when maternity leaves were short and sweet, and what seemed challenging pre kids, seemed like a breeze post kids!

Starting my own business seemed the logical next step.   I partnered with two other hairdressers and we started in 1999.  Fast forward 20 years and we had two locations in Aberdeen and one in Glasgow and a team of over a hundred. 2019 was a year of change for me personally and my transition to sole ownership of the Bloom brand began, initially in Glasgow, then Aberdeen opened during the pandemic, which was challenging. Now Bloom London is opening at the end of September. That’s so exciting!

Hair and beauty is a very trend-led industry. I’m sure lots of us would rather forget or have never experienced some of the perms and capped highlights from the Eighties and Nineties.  Whatever the style, the same core fundamentals –  communication, relationships and making sure both our Bloom guests and the Bloom team feel amazing every day – are what matters.

The COVID pandemic is probably the biggest challenge I’ve faced personally and professionally.  Much like anyone else in my generation and younger, we have never really faced world challenges of that scale.  The second lockdown meant soul searching as to what I really wanted the Bloom business to become. All my highlights come from seeing team members learn, flourish, grow and become successful professionals in this amazing industry. 

I travel a lot during the week, and when Bloom London opens this will increase, so I love my weekends at home. I enjoy spending time with friends and family, the dog, kids and grandkids. I do love a holiday too!

I think of Bloom as being a family business for everyone who works there. Yes, I have some actual family members on the team, but everyone is in the Bloom family and everyone needs the same sort of opportunity.  The whole team needs to feel part of something, make progress and grow, learn and increase their earning opportunity year on year.    

bloomlifestyle.co.uk