Source: Instagram

For some salon owners, attending Neill’s annual Serious Business® conference in New Orleans isn’t just a way to improve their operations. It’s how they get inspired, push themselves to become more innovative, grow personally as well as professionally, and bring team members to do the same.

“Serious Business motivates and refreshes me,” says Vivian Yeh, owner of two Josephine’s Salons + Spas locations in Houston, Texas. “It’s good for my mental health and my soul.”

Yeh also finds a trip to Serious Business fuels her team.

“At different stages of life, people take away different things,” she says. “And when you come home from Serious Business, you realize little things happen because you received a message.”

Innovative Thinkers Lead the Way

Part of what makes Serious Business so inspiring are the wide variety of speakers who bring their own unique perspective to salon professionals, encouraging them to expand their thinking.

Over the years, Serious Business has hosted thought leaders like Brené Brown, Mel Robbins, Vishen Lakhiani, Genien Letford and many more. These speakers make a huge impact at Serious Business with ripple effects that last long after the event.

“Serious Business is intended to expose the most current thinking in our industry and beyond,” says Serious Business organizer Debra Neill Baker. “It’s always been about bringing in a mix of thought leaders from outside our industry along with industry leaders.”

In 2022, Letford, an intercultural creativity coach, pushed the Serious Business audience to inspire their employees to connect and innovate beyond the boundaries they set for themselves.

Holly Thalman, owner of three K. Charles & Co. locations in San Antonio, Texas, was so impacted by Letford, she hired her to come to K. Charles for a private class.

“She had great energy, and her message on perspective was exactly what we needed last year,” Thalman says.

“She inspired my team to get creative and stretch their creative thinking process.”

This year, author and podcaster Ryan Leak made a lasting impression on the Serious Business audience with his inspirational words on leading yourself. Members of the Aveda team in attendance were so inspired, they invited Leak to speak at Aveda Congress this fall.

Evolving and Trending

When Serious Business launched 25 years ago, industry speakers like Van Council, John DiJulius and David Wagner shared strategies and tips for growth, and owners networked.

Yeh, who has been attending since the beginning, says, “I got a lot out of those speakers as a young owner, but Serious Business has evolved into so much more than business education. I now go for motivation and personal development. 

What I get from Serious Business makes me a better manager and leader.” 

Debra and Carol Augusto, Serious Business organizers, also have a special knack for identifying the right people for Serious Business at the right time, often bringing in speakers who are about to become part of the zeitgeist.

Source: Seriousbusiness.net

Yeh recalls seeing  John Assaraf,  one of the experts featured in the film and book, “The Secret,” about 10 years ago, and the impact he made on her.

“Hearing him changed the way I thought about anything and everything,” she says.

“And this year, it was Ozan Varol, a rocket scientist turned author and professor, who made an impact on me.”

Source: Ozanvarol.com

Thalman agrees:

“I have been going to Serious Business for over 20 years, and every time we walk away inspired,” she says

“We usually bring back several ideas from the speakers as well as taking advantage of the networking opportunities with other salon owners.”

Brand Neutral

Part of what sets Serious Business apart is its inclusivity of all salon professionals.

“Serious Business is one of the late Edwin Neill’s contributions,” says Debra. “His love and commitment to elevating the beauty industry was at the source of creating an event that was inclusive—and not limited by—our associations with manufacturers and brands.”

Over the years, Debra and her team have stayed committed to Edwin’s vision and with the support of industry friends, have sustained and grown Serious Business for 25 years.

“We’re committed  to developing our thinking, which influences our actions and ultimately our personal and professional development and growth,” says Debra. “Our goal at Serious Business is to continually move us closer to our potential.”

2024 and Beyond

Serious Business 2024 will take place January 21-22 in New Orleans. Purchase tickets here at early bird pricing (through November 14).

Yeh, who always brings team members, says this year she’s also planning on bringing her three children (ages 11, 15 and 17).

“Serious Business helped shape who I am as a person,” she says.

“I’m so grateful to Neill for this conference every year as it’s very different from anything else out there. My older kids are getting ready to go to college, and attending Serious Business is a great opportunity for them.”