10 MINUTE CHAT

ZAMAINE ISMAIL IS CHANGING THE FACE OF MODERN-DAY BARBERING WITH EXCEPTIONAL CUSTOMER EXPERIENCE AND EXCLUSIVITY

HOW DID YOUR BARBERING JOURNEY BEGIN, HOW DID YOU GET INVOLVED IN THE INDUSTRY?

My father was a barber, and I grew up in his barbershop. From a very early age, I saw the social and community side of the business, and it really interested me. When my journey began, I fell in love with the art form and the methodology of cutting - developing a skill set that can never truly be mastered in a lifetime.

TELL US ABOUT WEST AND HUNTER, HOW DID YOU GET STARTED?

West and Hunter is a concept that took 10 years to bring to life. It’s something I’ve been actively working on since the start of my career. After working in some of the UK’s leading barbering establishments such as Acqua di Parma Barbiere at Selfridges London, I felt it was time to start my own business and showcase our brand-new concept to the world.

YOU HAVE A MEMBERSHIP/CLUB, CAN YOU TELL US MORE ABOUT HOW THAT WORKS?

I introduced the membership structure because we wanted to give back to our community, whether it’s through invites to our exclusive events, special offers or priority bookings. When individuals subscribe, they place their trust in us to deliver ongoing value with consistency and integrity. With that trust comes responsibility. Launching a membership programme should only happen when you are confident in your concept and ability to sustain it with the reliability and care your customers deserve. We have sustained this model for more than five years now which is an amazing achievement for the brand.

WHAT WAS YOUR AIM WITH WEST AND HUNTER, HOW IS IT DIFFERENT TO OTHER BARBERSHOPS ON THE HIGH STREET?

We act as a communal hub for our clients. We’re recognised for our exceptional service, attention to detail, impressive space and extensive retail line, including our own product range, The WH Collection. We aim to create an experience with every visit. As an independently owned business, we’re able to keep our standards incredibly high -cultivating a culture that’s very difficult to replicate on a mass scale, which our clients recognise and support.

WHAT DO YOU LOVE ABOUT THE BARBERING INDUSTRY?

I love the never-ending inspiration, continuous learning, and daily interactions with people who inspire me. Hearing stories, enhancing someone’s look and increasing their self-value - that’s what I love. It’s all I’ve ever known, and being able to operate at the highest level with creative freedom gives me a true sense of purpose and fulfilment every day.

YOU’VE ENTERED AND WON A LOT OF AWARDS, WHY DO YOU THINK YOU’RE SO SUCCESSFUL?

Every day, we open our doors with the goal of creating an unforgettable experience for our guests. Because the brand was founded by hairdressers, we’ve been able to nurture real talent and create genuine career opportunities at West and Hunter. I believe the judges relate to this approach and recognise that our business is built on genuine care and love for the industry, and they see the investment we put into our business and how we continue to push the limits on innovation.

YOU’VE TALKED ABOUT EXCITING THINGS TO COME, WHAT PLANS DO YOU HAVE FOR THE BRAND?

I’m excited to announce the launch of a brand-new concept. Drawing on over 25 years of barbering and hairdressing experience and building on our membership/club structure, we’re launching an exclusive podcast from our new studio in West London, Chiswick. The podcast will be a celebration of men -discussing topics like, philosophy, entrepreneurialism, stoicism, leadership, and community - within our multi award-winning concept. It will be exclusive to founders, CEOs and individuals in specialist roles, aiming to educate the wider community in an open and unfiltered way which has never been shown before. Keep tuned as we can’t wait to share it with you!