10 QUESTIONS WITH ESAT & OYTUN, FOUNDERS OF ADAM GROOMING
1.) Hi Esat and Oytun, Welcome to The London Musings! Can you tell us a bit about ADAM Grooming?
ADAM Grooming is a premium brand and collection of ateliers, delivering traditional barbering services in a spa-like atmosphere. It was designed as an escape for creatives and financiers, to provide an authentic grooming service by highly-trained barbers. My business partner Oytun and I met at London School of Economics and following a successful career in finance, we decided to set up ADAM as we wanted to build a category-defining brand within the male grooming sector. We quickly knew we were building something special that would require our full time and attention.
2.) What inspired you to set up ADAM Grooming?
We identified a gap in the market between hit-and-miss neighbourhood barbers and over-priced unisex chains in terms of quality of haircuts and experience. We wanted to create a brand that echoed the traditional barber treatments we had experienced in Turkey and blend it with the best practices of hospitality sector to bring a full experience to the fast-paced life of Londoners.
3.) Where does the name ADAM come from?
ADAM originates from the Turkish name ‘man’. He’s a man who works, plays and lives in a modern city but as a true gentleman, seeks old classic timeless experience. That’s where we come in.
4.) Where did you draw the inspiration from ADAMs Interior design from?
ADAM Grooming ateliers’ interior draws inspiration from contemporary Scandinavian design mixed with the traditionalism of a Turkish barber shop. With its hexagonal layout, the design provides exclusivity and undivided attention to the guests while they are being served. Inspired by Turkish baths, its timeless materials like Marmara marble and natural chestnut create an elegant yet relaxing environment.
5.) When looking for a barber in London, what are your three top tips?
1.) Do your homework and read the reviews online. Don’t settle for a mediocre service.
2.) Find barbers who have not only great scissors and razor skills but also can understand your head shape and lifestyle to recommend the right cut for you.
3.) Treat your visit to barber as your ‘me time’ and you should expect to relax and enjoy the experience. Choose a shop where you know you will get consistent quality of service at every visit.
6.) What do you look for when hiring barbers?
We look for barbers who really take pride in what they do. This comes with maintaining a positive attitude at all times, eagerness to keep learning and 100% ownership of each and every haircut they deliver. At ADAM, we are very data-focused and we measure success in terms of customer retention and satisfaction levels. Therefore, we only work with barbers who share our dedication to customer service and delivering the perfect experience.
7.) What is your hero treatment?
The hero treatment for ADAM is the director’s cut. It is ADAM’s traditional haircut, which involves a consultation, wash, cut, dry, second wash, hot towel, friction scalp massage, dry, finish, and style. It’s the most commonly requested treatment that we offer and clients always return for a repeat treatment.
8.) What differentiates ADAM from other barbers?
The consumer experience is everything at ADAM Grooming. From the treatment quality, to the products we use, to the atmosphere in store. Customers are able to enjoy a complimentary beverage as part of their booking, served from our in-house bar. All of this adds to the experience and helps us stand out from our competitors, which is why we are proud to be the highest rated and most reviewed barbershop in the UK.
9.) If you could open a new ADAM anywhere in the world where would that be?
In the old town of Istanbul between Hagia Sophia and the Blue Mosque, a great location that would reflect our roots in Roman barbering and old-world craftmanship.
10.) Where do you see ADAM Grooming in 10 years’ time?
We are already expanding into the US with our first store opening in Manhattan, NYC later this year. In 10 years’ time, we would like to have ADAM in every cosmopolitan city to give men opportunity to carve out time for good grooming in their fast-paced world of high spirits and social engagements.