Panel 1 – Pricing Your Worth

Aygun Sana is the Head of Sales and Operations for Australia and New Zealand at Vish, with more than 20 years of experience in the hair industry across Australia and the United States.
A results-driven business development professional, Aygun is known for strong commercial acumen, strategic thinking, and clear, confident communication. Guided by a passion for sustainability and technology, Aygun excels at building long-term client partnerships and designing effective growth strategies.

Over the past three years at Vish, Aygun has helped salons significantly improve profitability in their colour services by leveraging innovative solutions, data insights, and modern business practices.

Serve, Don’t Sell, Changing the Sales Narrative in Salons
By Sonia Tomas, The Salon Dr
Hi, I’m Sonia, known in the industry as The Salon Dr. With 37 years in the salon industry, from owning my own salon to selling to salons, I help salon owners double their revenue without adding a single new client by plugging the profit leaks they didn’t even realise were draining their business.
There is a conversation happening in almost every salon every day.
The stylist’s internal dialogue.
I don’t want to sound pushy.
I don’t want them to think I’m selling.
They probably don’t want to spend more.
So the recommendations become less. Or disappear.
From the stylist’s perspective this feels polite.
From the client’s perspective, something completely different is happening.
They came to a professional for certainty.
Instead, they are handed a decision.
When a hairdresser says,
“Do you need shampoo and conditioner today?”
the client hears,
“I’m not sure if you actually need it.”
And uncertainty does not create trust, it creates hesitation.
Clients do not experience selling the way hairdressers fear it.
They experience the absence of guidance.
They are thinking,
“You’re the expert, tell me what I need”.
Selling only feels uncomfortable for the stylist behind the chair.
From the client’s chair, clarity feels like care.
At the REALtalk panel at Hair Festival we are not talking about scripts or techniques. We are talking about perspective. When service and selling are separated, revenue drops. When guidance and service reconnect, trust increases and revenue follows naturally.

Shakira Jade is the visionary founder behind one of Australia’s leading hair extension brands, known for setting the standard in luxury hair and education. What began as a passion has evolved into a thriving empire, now encompassing three successful salon locations and a leading national hair extension brand trusted by top stylists around the country. A sought after guest speaker, Shakira regularly shares her expertise on business growth, branding, and leadership at industry events. She is also the host of her own podcast, The Success Club Podcast, where she interviews entrepreneurs and shares practical insights to inspire ambitious women to scale with confidence.

MJ is an entrepreneur and trichologist, and the founder of Floractive Australia in 2019, the official representative of Floractive, a global professional haircare brand present in over 70 countries.

She introduced Floractive Nanoplasty to the Australian market, leading the professional education of the technique and establishing clear benchmarks for safety, performance, and technical excellence within salons. Her work transformed Nanoplasty into a trusted, high-performance service adopted by leading professionals nationwide.

MJ has trained more than 3,000 hairdressers in Floractive Nanoplasty, with Floractive products now used in over 10,000 professional salons across Australia. Currently expanding into New Zealand and Asia, she remains focused on advancing professional standards, scalp science, and results-driven services for modern salons.

Chris Hammond is the Managing Director of O&M and has spent more than 20 years working across the professional hair industry.

Beginning his career as a hairdresser, Chris developed a deep appreciation for the craft, creativity and community that make the salon industry unique. Over the years, he has held leadership roles across sales, marketing, education and business management, working closely with salon owners and professional brands in Australia and internationally.

Today, Chris works alongside O&M founder Jose Bryce Smith, leading the global business and supporting the continued growth of one of Australia’s most recognised professional haircare brands.

Passionate about the future of the industry, Chris is focused on helping salons and stylists build stronger, more sustainable businesses while staying true to the creativity and culture that make the profession so special.