In today’s episode, Dom chats with Darren Cunningham and George Waterfield, owners of Leicester’s The Secret Garden, on building a truly welcoming, LGBTQ+ inclusive salon—and why inclusion is both practical and profitable.

Hear how they opened at speed, navigated Leicester’s lockdown from a family garage, and replaced “ladies/gents” with gender‑neutral, length‑ and time‑based pricing. They share lessons on risk‑taking, constant education, and turning hate toward their Pride flag into powerful community solidarity, culminating in a 140‑person drag‑queen re‑raising.

Plus, their growth playbook: DMing influencers, smart pro bono collabs that led to Netflix premiere work and headline moments, and brand partnerships with L’Oréal. If you want culture, pricing, and marketing strategies that actually move the needle, this one’s for you. Hit Play!

 

 

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EPISODE RESOURCES

Today’s Guest

The Secret Garden is an independent, boutique hair salon in Leicester, founded by stylists George Waterfield and Darren Cunningham.

As the city’s first gender-neutral salon, it was created from a shared vision to build a space rooted in creativity, authenticity and inclusivity. Both with strong local client bases, built in Leicester’s leading salons, George and Darren joined forces in 2019 to create a welcoming, person-focused environment that challenges traditional industry norms such as gendered pricing and labels. Accolades include L’Oréal Colour Trophy and Colour World Student Colour Genius, and the salon has also collaborated with brands such as Kerastase, Look Fantastic, KFC, Care Bears, HYPE and Netflix, as well as celebrities such as Katie Price. The Secret Garden has grown into a creative hub known for its queer inclusivity – including sponsorship of Leicester Pride. Above all, the salon exists to ensure every client feels seen, valued and confident being exactly who they are.

 

Instagram: @thesecretgardenhair

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