Blow Ltd is an amazing, new blow dry bar opening in Covent Garden tomorrow (November 11th). Their mantra? that “looking great shouldn’t have to take forever … or cost a fortune”.
Co-founded by internet entrepreneur, Dharmash Mistry an investor and board member for LoveFilm and MyWardrobe, and former editor-in-chief of Elle and Grazia, Fiona McIntosh, Blow Ltd is set to pave the way for affordable, luxury beauty. Working not just as a beauty bar but also as a shop and online store offering the best, tried and tested beauty products from the likes of Laura Mercier, Kérastase and Tokyo Milk. They have literally done all the hard work so that we don’t have to! With 9 blow dry styles to choose from, each taking up to 30 minutes, as well as 3 make up looks and 3 manicure styles to go for, each taking 15 minutes, Blow Ltd is the perfect place for a quick spruce before a meeting, or a mini make over before a night out with the girls.
I work nearby and a colleague, E, and I popped in yesterday evening to check out the prices and find out a bit more about how the whole concept works. Although they don’t actually open until the 11th the staff were incredibly helpful and explained that they were just open to friends and family as a test run, but as we were local they could fit us in in an hour for a free blow dry if we wanted… How could we resist!!
We were booked in and within a few minutes we had an email confirming our slot and our allocated stylist. An hour later we were greeted and shown downstairs to the blow dry bar. Three sinks on one side of the room, a large rectangular table to sit around while you have your hair styled, (which bought back some nostalgic girly sleep over feelings) as well as a steamer and a changing room so you can look absolutely perfect for your night out. They have thought of everything. I opted for the beach waves, a slightly more laid back, festival vibe than some of the others, whilst E chose a gorgeous chunky, halo braid. We had our hair washed, conditioned, dried and styled, all in a very relaxed 30 minutes. Whilst I was waiting for E to finish up we were offered a drink, I asked for a water but Ronnie, my stylist, came back with one better… a glass of champagne each! Perfect.
Whilst it is very beauty based (obviously) the technological influences of Dharmash Mistry are evident. Customers are met with an iPad mini on which they can choose which style they want, the walls are adorned with flat screen tvs showing ‘how to’ videos for both hair and make up, customers are booked in on a large Mac computer and on ‘checking out’ we were asked to rate our Blow Ltd experience on the iPads.
I honestly don’t have a bad word to say about Blow Ltd, except for perhaps I will be spending my wages getting my nails done every lunch break! The whole experience was amazing, and I can’t wait to start working my way through the blow dry menu.
Thank you, Ronnie, for the perfect beach waves. Finally, a place where a blow dry doesn’t cost the earth or take a lifetime.