Leading the Way
At Wair Studio Salon, owner Hope Doms combines beauty, wellness and entrepreneurship to provide clients with an unparalleled experience.
At Wair Studio Salon, the goal is to make clients feel even more beautiful and confident than they did when they walked in. Each part of the hair care process is thoughtfully designed to ensure a healthy, individualized result that clients love. We spoke to owner Hope Doms to learn more about her vision and how she’s raising the bar for the entire beauty industry.
What inspired you to become a stylist and open Wair Studio Salon?
I’ve always loved the creative side of the beauty industry. Hair is such a unique art form because you’re not just creating something beautiful; you’re creating something that becomes part of someone’s identity.
Over the past 30 years, I’ve worked behind the chair, in education, platform artistry, editorial work and fashion. Each experience helped shape who I am today.
Opening Wair was about bringing everything I’ve learned together to create something that reflected my vision. I wanted more than a beautiful salon. I wanted an environment where creativity, education, professionalism and genuine relationships could thrive. Wair represents the evolution of my career.
What is your philosophy on creating a memorable salon experience?
I believe an elevated salon experience goes beyond beautiful hair. It’s about how someone feels from the moment they walk through our doors until the moment they leave.
I want every client to feel welcomed, cared for and valued. Beautiful hair is the expectation, but the experience is what keeps people coming back.
Your salon emphasizes organic and low-tox hair care. Why is this important to you?
I believe we have a responsibility to be thoughtful about what we’re using on our clients. Choosing organic and low-tox products is about taking a more mindful approach to beauty, reducing exposure to certain harsh ingredients and supporting long-term hair and scalp wellness.
Wair is one of the few salons in the region offering calligraphy cutting. What makes this technique special?
Calligraphy cutting is one of my favorite techniques because it approaches haircutting differently. Instead of traditional scissors, we use a specially designed tool called a calligraphy pen, which cuts hair at an angle with a precise blade.
It creates beautiful movement, softness and texture. I especially love it for clients with finer hair who want natural movement without an overly layered appearance.
What are common mistakes women make when caring for their hair at home?
Following social media trends without considering whether they’re appropriate for your hair. Just because something is popular on TikTok doesn’t mean it’s right for everyone.
Excessive heat, improper styling techniques and neglecting scalp health are other common mistakes.
Simplify your routine. Invest in quality products suited to your hair, use heat protection and learn proper styling techniques.
Scalp care is especially important. We spend so much time caring for the skin on our faces but often overlook our scalps.
As women age, their hair often changes. How can they maintain fuller, healthier-looking hair?
This is an important conversation, particularly for women in their 40s and beyond. Hormonal changes can affect hair density, texture, dryness and manageability.
I tell women to stop treating their hair the same way they did in their 20s. Sometimes that means changing your haircut, adjusting your color or incorporating products that better support your hair’s current needs.
Aging doesn’t mean giving up on beautiful hair. It means understanding the hair you have today and making thoughtful adjustments.
What motivates you most as a salon owner and mentor to your team?
Education has always been my biggest driving force. When you give people the knowledge, tools and confidence to grow, you can change the direction of their careers.
Watching young stylists develop their skills and achieve personal milestones, like purchasing their first home or car, is incredibly rewarding.
I measure success not just by what I accomplish, but by what I can help others achieve. I want to build a good life for myself and my daughter while helping others do the same.
What have been your biggest challenges?
Being great at your craft while successfully running a business is challenging. I’m also a mother, so balancing those responsibilities requires constant attention.
I’ve learned that growth isn’t always comfortable. You must make difficult decisions and view mistakes as opportunities to learn.
I truly believe that when you lead from the heart and have good intentions, good things follow. Building something meaningful takes courage, consistency and perseverance.
What advice would you give women who dream of starting their own business?
Have a clear vision and believe in it. Don’t feel pressured to follow what everyone else is doing. There will be moments when you question yourself, but you must trust the process.
Women also need to stop believing they must do everything themselves. Surround yourself with good people, learn to delegate and create opportunities for others.
Most importantly, lead with courage and humility. And remember, it’s never too late to pursue something you believe in.
Wair Studio Salon
Marlton
(856) 334-8231
