In the vibrant streets of Marylebone, London, a salon has been making itself known for its impeccable services and deep-rooted commitment to challenging the beauty industry’s rampant biases. Knots & Dye, led by the passionate Nohad Da Silva, is more than just a beauty salon – it’s a movement unlike any other.
For many, a trip to the salon is a routine affair. Unfortunately, the same cannot be said for individuals from diverse ethnic backgrounds, often encountering daunting experiences filled with subtle dismissals and overt prejudice. Many prefer to brush these unfortunate circumstances under the carpet.
Knots & Dye exists to change all that.
“We challenge the age-old norms and stigmas attached to doing business. Our mission is not solely driven by profits; it’s fueled by purpose—a purpose that recognizes and cherishes the uniqueness of every individual,” shares Nohad.
In a significant nod to their unparalleled customer service and excellence, Knots & Dye has been recognized as the Best Unisex Styling Salon at the 2023 Corporate Vision Global Business Awards. This prestigious accolade underscores the salon’s dedication to its craft and exceptional treatment of its diverse clientele.
Purpose beyond profit
Nohad says, “Profits, we believe, are a natural outcome of doing right by people. When we value everyone, when we create an environment of trust and acceptance, success follows. We must break the cycle of discrimination in business and beyond, for in acceptance and unity, we find our strength.”
The beauty industry, often seen as a realm of glamor and superficiality, has been thriving on people’s personal beauty goals. “What people often don’t immediately realize is that every hair and beauty service requested has a story to tell,” Nohad expounds. “It can be a story of a bad break-up or a new beginning. It can be a way to battle insecurities or make people feel absolutely more confident about themselves – so, it’s absolutely unacceptable that there are those who cannot achieve what they want just because their hair is built differently.”
Knots & Dye stands as the iconic movement in this landscape. Here, beauty isn’t just about looking good; it’s about feeling good from the inside out. Nohad’s vision goes beyond the brushes and colors. Her salons are sanctuaries of trust, openness, and genuine human connection. “Our clients, many grappling with personal challenges, are encouraged to share, vent, and be themselves. We listen. We empathize. We care. And we don’t bill for that compassion,” Nohad says with utmost pride.
The salon also challenges the narrative that certain hair types can only accommodate specific treatments. At Knots & Dye, they’ve consistently debunked these myths, proving that beauty knows no boundaries. The delight expressed by clients previously denied such treatments elsewhere speaks volumes about the industry’s pervasive ignorance.
The mission
Despite Knots & Dye’s tremendous success, its core mission remains unaltered: to make a difference. Nohad believes that respect doesn’t stem from the title of a business owner. It emanates from the kindness of one’s heart and the purpose behind every action.
Along with Andrada as Knots & Dye’s Floor Managing Director, Nohad and the rest of her team are all about challenging these stereotypes and biases. They’re all about creating a ripple effect of change that will soon be a permanent movement in the industry.
“Let us remember that in a world rich with diversity, every person we encounter is a universe of experiences waiting to enrich our own. Let’s embrace that world and, in doing so, truly thrive,” Concludes Nohad.
In a world driven by profits, Knots & Dye is redefining success. With kindness, purpose, and impact as its markers, the salon is beautifying individuals, uplifting spirits, challenging norms, and setting a new standard for the beauty industry.
