When Maria experienced unexpected hair loss during her pregnancy in 2007, she never imagined it would spark a thriving Vancouver business. But alongside her sister Veronica, the two turned a deeply personal challenge into Emme Hair: a salon that has become a leader in hair restoration, extensions, and personalized beauty experiences.
For sisters Veronica Gomes and Maria Perez, running Emme Hair is both a creative calling and a shared mission. Veronica, Head of Operations, oversees the business side of the salon, while Maria, Head of Education and Product Development, leads training, product innovation, and industry advancement. Both are experienced hairstylists who still work behind the chair whenever they can.
The story of Emme Hair is rooted in resilience for sisters. ‘Due to hormonal changes during pregnancy, Maria’s hair began to shed,’ Veronica recalls. ‘I was already a hairdresser at the time, so I immediately jumped to find solutions.’ That search led them to specialize in hair restoration, a focus that still sets them apart in Vancouver’s crowded beauty industry.
Since opening their first location in 2018, Emme Hair has built a loyal following through a mix of high-end expertise and heartfelt service. ‘We have extremely well-defined values and processes to make sure every client feels welcome,’ says Veronica. Thoughtful touches; from complimentary refreshments to a clearly outlined, inclusive service price list, ensure every guest feels welcomed and valued.
The beauty salon industry in B.C. hasn’t been without its challenges. Rising costs and shifting economic realities have pushed Emme Hair to adapt sourcing quality extensions and wigs from ethical overseas producers, for example, while keeping prices fair. At the same time, the sisters have witnessed a shift in consumer expectations. “Hair extensions and hair restoration were once niche,” Maria explains. “Now they’re mainstream, which is exciting because more people are finding solutions and confidence.”
Part of their competitive edge comes from what Veronica calls their “three-touchpoint” client journey: a goal consultation, a connection process, and a closing session focused on aftercare and education. This experience is supported by a culture of mentorship across their three locations, ensuring staff stay ahead of trends in haircare and styling.
Digital tools are also central to Emme Hair’s growth. The booking system Mangomint streamlines scheduling and tracks client histories, while Instagram and YouTube showcase transformations and educational content. ‘Social media drives new clients to our booking system and positions us as a trusted resource,’ says Maria.
Marketing efforts blend influencer partnerships, community events, and an active online presence. Special in-salon events foster deeper connections, while collaborations with trusted beauty influencers bring new audiences through the door. Emme Hair’s marketing success comes from a layered strategy that blends online influence with in-person connection. Collaborations with trusted beauty and lifestyle influencers have been a powerful driver, introducing the salon to new audiences through authentic recommendations that carry weight with potential clients. These partnerships are complemented by a strong social media presence, particularly on Instagram and YouTube, where the sisters share transformation videos, hair education, and behind-the-scenes glimpses into salon culture. In-person events from exclusive styling workshops to community open houses create memorable, interactive experiences that strengthen client loyalty and foster a sense of belonging. By combining influencer credibility, engaging digital storytelling, and immersive in-salon events, Emme Hair has built a marketing approach that not only grows clientele but also reinforces trust in their expertise and brand values.
Looking ahead, the sisters have big plans: launching an in-house line of hair extension care products, expanding community engagement, and continuing to innovate. They see the salon industry moving toward greater personalization, wellness integration, and advanced technology.
Despite their growth, community remains central. ‘Our success is built on strong relationships and local support,’ Veronica emphasizes. Partnerships with other local businesses and participation in community events help strengthen those ties. Clients themselves through referrals, social media engagement, and loyalty are at the heart of Emme Hair’s success.
The sisters are quick to credit their team for the salon’s reputation. ‘It truly takes a village,’ Maria says. ‘Our team is talented, goal-oriented, and deeply committed. We couldn’t do what we do without them.’
From a personal journey of loss to a business built on restoration, Veronica and Maria’s story is a testament to the power of turning hardship into purpose and serving their community one client at a time.
