Shades Italian Hairdresser: The Cutting And Colour Specialists

Shades Italian Hairdresser: The Cutting And Colour Specialists

Ezio and Alessandra (front row, second and third left)

Whatever the style, colour or cut, the team at Shades Italian Hairdresser provides first-class professional hair care (and a wide range of beauty treatments) with a delightful personal touch

‘My husband, Ezio, and I opened our first salon in Sicily 25 years ago,’ says Alessandra Renda. ‘We specialised in an innovative hair colouring process called Degradé, which was invented by an Italian stylist. When we discovered that the technique wasn’t known here, we moved our family to London, opened Shades and introduced Degradé to the UK market.’

That was eight years ago, and the couple’s brave decision has proved to be a wise one. Today, in addition to their original salon (Shades Italian Hairdresser) in Ravenscourt Park, the couple have other branches in Primrose Hill and Manor House and they are currently looking for premises in South-east London.

‘When we first arrived, we must have looked at 40-plus salon locations without finding exactly what we wanted,’ recalls Alessandra. ‘But as soon as we came to Ravenscourt Park, we felt completely at home. We liked the atmosphere and surroundings, everyone was friendly and we subsequently lived in the area – I’d like to think that we’ve become West Londoners!’

Alessandra, Ezio and their stylists provide a comprehensive range of professional cutting, styling and colouring services for women, men and children. As well has having excellent professional qualifications and experience, every member of the Shades team has also trained at Alessandra and Ezio’s own academy.

As the couple anticipated, Degradé has proved to be exceptionally popular with customers. ‘It can be used on any length and will enhance any style,’ explains Alessandra.

‘We can achieve every colour shade – making the tone lighter, darker and easily covering grey – and the hair is left healthier and stronger. We only use natural ammonia-free Wella products, the colour lasts longer than balayage, ombre and highlights (three to four months) and there’s no need for root touch-ups.

‘Whether for a cut or colouring, consultation is so important. Clients can WhatsApp (07490 394833) us photographs of their hair and the colour or style they want or, even better, if time allows pop into the salon for a chat (there is no charge). We’re then able to create a plan and, of course, we’re happy to advise and always 100% honest about what is possible.’

Excellent service is at the heart of the Shades philosophy. ‘We treat every customer as an individual and we like to build relationships with them. It’s so lovely that many former local residents who have moved away from the area still come back to us to have their hair done – it’s like catching up with old friends.’

Shades is open 9am-8pm from Monday-Saturday and the team also provides a full beauty service, including waxing, manicures, pedicures and eyebrows and eyelashes. ‘We’re also fortunate to have a room downstairs where parents can sit with children while they are having a cut and we’re happy to visit customers at home if they are having trouble getting out,’ adds Alessandra.

‘We love taking care of hair, so if you are thinking of changing style or colour, come in and talk to us over a coffee or tea – we look forward to meeting you.’

SPECIAL OFFER: If you book a cut or colour in December you will receive a voucher providing a £40 discount on a January appointment

Shades Italian Hairdresser
297 King St
Hammersmith W6 9NH
020 8563 7833

Photography: #AnnabelMoellerPhotography