The blurb
‘Couture hairdressing for individuals who want something that fits with their lifestyle and image’ is the Edward James tagline, and since the opening in December last year of this sister salon to his successful Clapham venue, Edward James has quickly gained a loyal and growing client base in Putney and beyond.
The process
The Aveda concept of naturally derived hair care has a devoted following among those who prefer their colour, shampoo and styling products free from damaging chemicals, and this holistic philosophy is perfectly captured in its salons. Edward James London, located in the hustle of Putney High Street, is a calm oasis with its eco-themed decor and friendly staff.
After a thorough consultation with lovely senior stylist Marta, the pampering begins with a head, neck and shoulder massage using a hot towel and peppermint-infused essential oil. This is part of what Aveda calls ‘the sensory journey’ and by the end of it I am feeling nicely relaxed, remaining so as I have my hair washed in a separate area of the salon where the lights are dimmed and candles add to the soothing atmosphere. I almost drift off as I am treated to a hand massage while the conditioning treatment works its magic.
Back in my chair, Marta gently detangles my hair before getting to work. She knows I am growing it and only want the bare minimum taken off, and that I am not a fan of layers. In the past I have tried to communicate this to other hairdressers with mixed results, but I know I am in safe hands as Marta carefully trims my ends as agreed, expertly softening the silhouette and making the cut look more cohesive as a whole. Before blow-drying she applies a few drops of Aveda Dry Remedy, a 99.9 per cent naturally derived oil blend containing buriti oil, to add shine and control frizz and flyaways.
Throughout my appointment I feel that I am getting a personalised service, as every step is performed with careful attention to detail. The foundation for this consideration is of course the initial consultation. Taking the time to listen to the client and making sure the techniques and products used are conducive to the desired result is what sets a truly great hairdresser apart from the rest — and, in my experience, Aveda-trained stylists excel at this.
The result
My hair is beautifully trimmed and gently blow-dried, just as I like it, and I come away feeling utterly pampered. Judging by the success of the salon so far, I can only imagine how busy it will be when the soon-to-be-launched spa, offering all kinds of massage and beauty treatments, opens downstairs.
