Suzanne Chadwick 0:00
Welcome back to the podcast, I am excited to share today's episode with you with one of my early clients. And it's been amazing to watch her journey from when she first started through to now being like an international has dressing superstar. So today I'm speaking with the fabulous Sheridan rose shore of mama West. If you know anything about mama West, it is a collaborative space shared and built her cell on there and brought in other businesses she's about to move to a brand new space that is much bigger and a little bit more inner city. And she is winning award after award. And in this episode, we talk about her alignment with feeling worthy for the success that she's had about being all about community and collaboration in order to grow her business. And also going after really big things, even when it may not have felt like she was able to do it. And so that's why I absolutely love this conversation with her. We talk about a lot of different things and the journey that she's been on and the lessons that she's learned. And Sheridan is such a powerhouse. She's got so much great energy that I know you're gonna love this episode. So let's dive in. Share it in gorgeous, amazing, fabulous, share it and welcome to the brand builders lab podcast.

Sheridan Rose-Shaw 1:57
Hello, thank you so much for having me again. A lot has changed.

Suzanne Chadwick 2:04
Now I have been watching you go from strength to strength, I have been watching everything unfold, and just all of the amazing things that you're doing. And I love the fact that I was there right at the beginning of the whole inception and the idea and everything that you were thinking about creating. And so I just thought, you know, something, I love Journey stories, and I really wanted to share yours with my audience. And so you're here again, and I'm excited to have you here.

Sheridan Rose-Shaw 2:38
Yeah, and it's actually like crazy Suz because the expansion that we're going through at the moment is the exact same expansion that I went through with you. And it's just so it's like times 10, though, so it's a lot scarier. There's a lot more at stake. And there's a lot more lawyers and a lot more. There's a lot more about but that's just what happens. I think with growth, it's like you need more support, right?

Suzanne Chadwick 3:06
Yeah. So, so good. So listen, for my audience that don't know your story. Do you want to just take us through, like where it all started. And I also want to talk about one of the things I really wanted to talk to you about was, I guess the different iterations of the business, like where it started, how you've grown, what you kind of learned along the way through those different iterations. But you've also become a bit of a speaking teaching training superstar. I see you flying around the country winning awards, running these incredible workshops. And so I kind of wanted to talk about that evolution too. Because that that looks like it's been amazing. So maybe let's start with the mama West salon or collaborative space idea and where it all began.

Sheridan Rose-Shaw 4:00
Yeah, sure. So I guess, for the viewers at home, I started my own salon background in a premium, premium salon experience. So I've always had a great skill set. I actually didn't recognise how great my skill set was until I ended up leaving the salon accidentally starting my own business. I call myself the accidental entrepreneur now. And I retained most of my clients when I started my own business. And then when word got out about my skill set and in the community, I just kept growing and growing my clientele in the backyard. So I went from washing hair in a plastic sink in my bathroom to expanding into my lounge room bringing real hair washbasin into my laundry in my one bedroom unit and then I expanded into a granny flat which was separate to my house with a real sellin basin and a separate entrance to my home. I And then I had this crazy desire in the middle of the pandemic to get a space way to or what I thought was way too large for me at the time and grow a collaborative co working hair salon, which was then the home to six individual women led business which got coverage all over CHANNEL NINE NEWS channel 10, News Channel Seven News, the age, that Herald Sun, it just kept going. And it was all very organic. It was there was no PR, I didn't even know what PR was at that time.

Suzanne Chadwick 5:33
Yeah, I just want to like I just want to ask, though, because it was a new concept was it was a new way. So what was the spark for the concept? Was it just to fill the space? Or were you taking the space with the intention of it being a space for more businesses,

Sheridan Rose-Shaw 5:50
I think it's just who I am, like I have always put, just felt a wave of emotion. They're actually about putting the needs of others before my own. So I think it's my superpower. I think not just about myself, but I think about others. I think about the community community is one of my number one pillars and collaboration is also one of my pillars and values, and connections. So it was all about adding value to the community. And I think my other superpower is actually bringing people together so I can take the really big risk. And I'm pretty bold, and I'm pretty brave. And I think me taking the big risk, left lower risk for other people that could come in and join the space. So it was, yeah, again, a bit of like, just who I am, I think it's like even the space that we've got now, which I'll just touch on, I could have taken half the space that I now have, which is we've just signed the lease last year on a 336 square metre property, I could have taken half and just done my part. And to be honest, it would have been a lot easier. But it was just never an option. I was like, Well, I take the whole thing or I don't take it at all. So it's just a bit of an all or nothing approach. It's my personality type as well. So I think that's kind of the philosophy and I think working together, we can grow something bigger and bolder, as well, I think but what I didn't see coming is me growing into the space and US occupying the whole entire tenancy by the tiny room that I still rent out to this day. I didn't I didn't expect that part.

Suzanne Chadwick 7:31
Yeah, that's amazing. And so during your time where you are now before the move, what are some of the lessons that you've learned when it comes to either collaboration or business growth? Like what are the things where you're like, I just didn't realise that was a thing, or I just didn't know that. You know, I needed to know these things like what what have been some of the business lessons you've learned as you've grown over the last years?

Sheridan Rose-Shaw 7:57
Well, I think I really set myself up for success by firstly, doing the course that you had put on as well. And also having a really good accountant starting up, I feel like I almost learnt the lessons before I started because I was so afraid. And my reaction to fear is action. A lot about it, honestly, it's the only thing that suits my soul. And I think that is probably why I am so successful today because I prepare. And it's the preparation that Soothes my soul and anxiety. And I think but along the way, I think having a really good accountant helps. Definitely helps. I think standing up for myself has been a huge lesson in business having a good HR person, but again, it's like, I've got so many people in my community. I didn't even know I needed a HR person until I'm doing a HR consultants hair in my chair and she's explaining to me what she does. I'm like, I need you. So, you know, I just feel like I've been really held throughout all of this. And I'm such a I love people. So I'm always drawing on people asking questions, getting mentorship. So I think because of all of this, like I have had a lot of problems along the way, but I think it's the lawyer, it's the accountant. It's the HR person that have helped solve all of those problems. And I would also say I'm just remembering when the success hit for me Suze, it was actually the hardest thing I've ever gone through on a cellular level because my business was growing. I was growing I was getting opportunity after opportunity. But some my low self esteem at that time was adjusting and like trying to accept this success was probably my biggest hardship. I know, it sounds really strange, but I was bawling my eyes out on a weekly basis because I just could not fathom the external versus the internal, if that makes sense. Whereas now I feel worthy, I feel like I deserve it. I work so hard, I don't stop. I am mad as a cut snake, but in the best way. And I think it's, you know, it's all part of the journey of levelling up and believing in yourself and putting in the groundwork, and, you know, doing the breathwork, and the therapy and yoga and all that stuff that really supports being an entrepreneur, because it's not, it's not easy solving problems on a daily basis. It's, it can be very exhausting. Yeah.

Suzanne Chadwick 10:43
And I was gonna ask you, there was two things I was going to ask you. Because I know at the very beginning, you said, you know, you had learned a lot of skills that you didn't realise were actually quite unique and different, which obviously set you apart and helped you with your success. So I'd love to talk a little bit about that. But also, and you kind of mentioned there, therapy, yoga, etc. What was it that really helped you to start believing in yourself and start kind of seeing that this success, you were worthy of it? putting

Sheridan Rose-Shaw 11:14
myself out there, it was like, the more I put myself out there, like I remember when I was seeing it my industry because when I first started, it wasn't about my industry. It was about the community. And I really neglected the hairdressing industry. And I felt because I wanted to make a difference and I felt apart from but the more I focused on community, the more I got recognised in the hairdressing industry. And truth be told, it's my other community, I am a hairdresser. And if I want to make change, and I want to make a difference, I've got to be a part of my inner community. So I think when I started putting myself out there and getting recognised at the Maribyrnong City Council awards, and then winning those awards, and then nominating myself for the hairdressing industry awards and being recognised for the work that we're doing. And being a finalist for digital influencer of the year and newcomer sell on Australian newcomers on of the year and Victorian style interview of the year, just to name a few. I

Suzanne Chadwick 12:14
love it, love it.

Sheridan Rose-Shaw 12:15
It was those moments. And even I think the moment that changed my life was when I applied for the 2023 Australian fame team, which, for all of you that aren't aware, it's like the most prestigious Australian hairdressing programme in our industry where you get mentored by if you win a spot on the team, which is like a bit of a master chef situation where you go head to head against the best hairdressers in Australia, and you can win one spot out of four. And I put myself in that room, I felt like there was a small part of me that believed I could do it, but probably an even bigger part of me that didn't. And then I got chosen for my skill set and for who I am. And that was probably the biggest turning point for me because my head was lying to me because that the evidence around me was suggesting I've got the skill set, I am good enough. I am worthy. I'm being recognised in all of these areas. Like there was just too much evidence to suggest that I wasn't really good. And I wasn't good at what I do, if that makes sense.

Suzanne Chadwick 13:25
Yeah, I love that. And I loved I've always watched you and I love every time I see you get an award, or I don't know, were you in London recently as well. Like, and I'm just always just like I love watching your journey. Because I do think you're an absolute firecracker. And I think that you know, you are so passionate about community and you're so authentically you. And that's always come across. And so I love watching that when it comes to your skill set, like talk to me a little bit about that. Like, what did you not realise that you were good at or that you had that isn't I guess common?

Sheridan Rose-Shaw 14:04
I think you kind of mentioned that there. Suz's it's the authenticity plant. I think I was just learning the ropes of being who I really am. And I think mama West is a very true representation of exactly my insides. And I think that that is why we stand out and I think because the colours represent me it stands out from the crowd. Even my my own look, I stand out I can't help it. It's just who I am. It's what I do. I feel most comfortable in a right you know, yellow tracksuit because that's just where I feel like I belong so I feel like that was probably more of it. The skill set was just again doubt in my eye I I think the skill set thing is I've always thought that I'm not good enough internally, but because of that driving I'm not good enough. It's actually made me pursue my skills. Say even harder, because if I don't feel like I'm good enough, it's the action that I just talked about, that puts me into the courses, that puts me into mentorship. That puts me in the, in the mindset of, well, if I'm not good enough, what do I have to do to be good enough. So I've been greatest gift that's ever happened. And I'm now starting to believe there's still a part of me, I think that I'll always have. But it's, I love that part of me, because I'm always moving and grooving and trying to learn and grow. And there's a humility in that, I think, too, but it can go it can go the other way, too, you know.

Suzanne Chadwick 14:07
And I love that because I always say, the term imposter syndrome, I actually see as a like, as a benefit. Yeah. And the reason I know that it feels not great in the moment. But I think if we use it in a way that you talk about, like, the fear of not being good enough, we don't ever really want to feel like that. But if there's a kind of a desire to be better, where it's like, maybe I could be better, maybe I could expand, maybe I could take more action here and learn and like you said, it's the evidence through the action and the learning, that then helps you to build that. But I actually love that I'm kind of like, I always am wanting to learn, I always think I've got so much more to learn. And I know that I know a lot. But I'm also like, I Why would I ever think that my learning is done all like, This is it. So I think that's such an important thing to have. And I love that you've used that as such a benefit. And such a skill really to continue to grow and get better. Yeah,

Sheridan Rose-Shaw 16:39
and I think it's also a really good leadership tool, as well. Because if I see someone in my team that is better at something than I am, I praise them, I celebrate them, I put them in the room, I put, you know, i in i bring that out of them, and then they feel good about themselves as well. So I think it's, you know, I've learned, I think when I first started, I wanted to be the best and better than anyone in my team. And now I want to be the worst. Because it's like, it just gives my team more opportunities and gives them yeah, the reason to them believe in themselves and empower them through the journey that I've just gone through that if I'm not doing it, and then throwing them forward, then I obviously believe enough in them to be in the room. Like, you know, we're in Sydney that just, just last weekend doing the house of silky ball, which was incredible. It got featured all through Vogue, and rush magazine. And honestly, it was not expensive. Again, it's like it's so much nicer when you don't see it coming. But half of my team were with me and I I knew I needed them on my team for this to be a successful day. And even the feedback from the house of silky where we can tell that your team are queer friendly, we can tell you, the team are really good at what they do. Like that was the feedback like it's so it's yeah, it's like a comfort zone. It's not just me, it's now we and we are stronger together and be able to deliver great exceptional hair services in every skill set, not just one particular.

Suzanne Chadwick 18:17
Yeah, and I just don't think you can grow your business, if everything rests on your shoulders. So you actually want to have a team that is exceptional. So you can step away when you need to. And the business still runs really well. The brand is still aligned and intact and doing what you need it to do. Like I think that's actually the ultimate thing is to build a team of really great people under you who who you allow to become better than you or who you allow to kind of, you know, move forward and up because then like then you've got a team that want to stay because if you're if you're somebody who's being stifled and who's not being given responsibility, that's never going to foster a team that want to stay with you want to grow with you want to support you.

Sheridan Rose-Shaw 19:07
Yeah, yeah, it took me a long time to start to let people in because I was such a oh my god, I had my claws in I was doing everything no one could do things as good as me so it hasn't just ended up there. Like it's it's been through pain that I've had to if I want to grow and I want to be bigger and I want to be greater and I want to serve more, we need people to be able to do that. So I think my heart is now starting to open to receive the people that can do that. And I probably have the best team I've ever had in three and a half years because my hearts grown and you know my my partner's now in the business as well. And let me tell you it was in the business a few years ago and it didn't go as well as it's going now. But now it's like he's just oh my god like I can't even put into words the contribution that he brings that I can't bring some of the time, you know, when I'm jet setting around Australia, being flown to do Fashion Week and all of that stuff, it's like there's someone in the salon that my team trust. He's also a great leader as well, his leadership skills are really great, which is really hard to find when we want leaders. So you know, it's like we're growing. And now there's all these extra responsibilities that my team now have, like educators social media, admin, so we just stick to everyone's strengths and give them extra responsibilities that they are looking for. So

Suzanne Chadwick 20:38
yeah, yeah, I love that. So let's talk about the growth of your personal brand. Because I remember once again, years ago, you know, like, I've got asked you, I think you got asked to speak at Victoria University. It was like one of the first things and I remember having a conversation about that at the time. And so what do you think? I mean, obviously, you're doing the work that you're doing and just doing such an amazing job. But is there anything that and you did say that you're putting yourself in the room, which I think is great, but when it comes to your personal brand, is there anything else that you're sort of focused on or that you're quite deliberate and intentional about? You see me? I see you, girl, I see you.

Sheridan Rose-Shaw 21:26
So I think the hardest part about firstly, building a business is like you've only got so much capacity, and I think the first couple of years was about building mama West. But then I stopped taking on clients. So I wasn't focusing on Sheridan, Rose Shaw, from Mama West, I was thinking about building my wife building on the west and neglected me in that and what I then started to realise when I started getting all of these opportunities like speaker gigs, getting on to fame team. They didn't care about mama West, they cared about Sheridan rose short and Sheridan road shore had to bring everyone on the journey of fame team and show how remarkable it is to be in London learning from the best hairdressers around the world. So I started to slowly but surely build Sheraton mo shore, which was separate to mama West, and I am fine. And it was hard. I wasn't getting the likes. I wasn't getting the instant gratification. I wasn't getting the following. I wasn't getting this. I wasn't getting that. So part of me almost dropped the ball because I was like, Oh, well, it's hard work. Like, you know, and but now I've picked up the ball and I picked up the ball in this year again. And I've just been consistent because if I'm not consistent, I'm invisible. And no one likes being invisible, especially me. So I like to feel seen, I like to feel heard. And we've been really consistent on Instagram and tick tock for all the brands Malmo West, my all of my team's aliases as well. They're building their own personal brands in Mumma, West. And then Sheridan road Shaw, who is an educator, as well as an original mineral, mineral ambassador, as well as the timely ambassador, which has all these gigs that you start to get when you start to build a platform. So that's been very strategic kind of sharing because I was sharing on mama West mama, where's mama West because I get the I get what I thought I needed. But truth is my personal brand, I can be a little bit more authentic. I can post my son and me having a really hard moment and it feels appropriate. Whereas you know, Mama West is now the team's growing mama West and now I'm trying to grow my own brand. So I think yeah, I wish I did them both at the same time. But I if I shoulda woulda coulda I actually couldn't, because I was so obsessed and fixated on growing a business that I didn't have capacity. And now it's its own brand. It's holding itself. So now it's time to grow me as an individual. Yeah.

Suzanne Chadwick 24:07
And when you think about your personal brand for the future, are there things that you you've got in your, in your line of vision in your goals? So what are you going after next now that you can't get Australia and you've been to London?

Sheridan Rose-Shaw 24:24
Look, I am doing something? Yes, very scary. I actually read this book at the start of this year by Elizabeth Gilbert. I think that was her name. And it was all about doing the things that you really want to do. And it was this three months or I wish I could I'll give you the name of the book what after we're off this call if anyone wants to read it, but it actually changed my life because I acknowledged to myself that I wanted to shoot a collection for Victorian hairdresser of the year and under Sheridan brochure, which is me He and I have been pursuing that for the last six months now, and I'm going to be shooting in July.

Suzanne Chadwick 25:07
Explain to me what that means when you say a collection, a collection of watch. So

Sheridan Rose-Shaw 25:12
it's like a collection of six images, that basically represents your aesthetic, your skill, set your taste. And, yeah, and that it's like a big fashion collection, basically with amazing hair. And you go head to head against all the best hairdressers in Victoria. And you'll be maybe one of five finalists and maybe even win Victorian hairdresser of the year. So I think for me, I am really lucky, I got hit with entrepreneur aren't being really good entrepreneur, but also having the creative brain to I don't know how, but I'm, I feel like I've got both sides of the coin. And I feel like I've hid behind my business entrepreneurial spirit, because there's been so much success in that. But deep down, I want to be recognised for my skill set, as well. So I think this is just marrying the two and putting myself out there in a much more vulnerable, artistic way, which is really scary. But deep down, that's what I want to do not to be seen, but to explore my own creativity and see what comes from that. And also just be able to look back over my career and see a collection of images that represents me at this time in my life and to be able to see growth basically. So that's that's my, that's my next venture as well as launching my own personal education brand this year, which is very exciting. We've gotten so much bites with my with just doing one in August, or sorry, July with one of my friends, Darcy. It's a collaboration and we're basically saturating the market with stuff that just isn't taught. So I see myself as filling gaps. I'm always looking for gaps in the market and just trying to fill the gap. And often that's, I think that's why we are quite successful, because we're always just trying to give people what what isn't available. So let's just name a few.

Suzanne Chadwick 27:17
I love it. So, so good. The other thing I wanted to kind of talk about is just kind of going back to building the mama West brand, because now you're in expansion mode. And yes, it like now it's a separate brand to you as well. And so when you think about the mama West brand, and the way in which you wanted to build it, and the foundations of it, and now I guess its growth, what have you once again, intentionally and strategically decided to do with it, or how have you intentionally and strategically grown it?

Sheridan Rose-Shaw 27:51
Yeah, so I think I'm such a level, upper. And I And again, if you haven't figured that out yet, I really enjoy growth, I don't maybe sometimes enjoy most of the time, I don't. But at the end of it, I really do. Because it's like that's how we become someone new or always destined to be. But for me, I remember the moment where I was started looking at this bigger space, I feel like I was really led to this bigger space. And I was inspired by the hairdressing industry, to, you know, just go bigger and go bolder, and I could see all of the people that had walked the path before me and these big us dreaming spaces. And then I see where I'm at at three and a half years. And I'm kind of like, I don't want to wait 10 years like I know what I want. I'm going to skip the middle steps. And I'm going to throw myself in the arena and I'm going to learn how to swim. I think that's kind of like I've just looked at the actions of others and thought to myself, I want to be over there. Plus, I think our brand. What I wanted to continue the momentum was I felt the momentum start to drop, as well. So I was like, wait a minute, if I expand, it will only continue the momentum. I've done this before. I'll bring everyone on the journey again. I know what I did the last time worked. And so let's go. So it was a bit crazy. And my accountant thought I was mad. And in fact, he did say to me, you can't do this right now you're going to put yourself in the red. And I waited a whole year and went back to him and said I let it go. I'm still thinking about I want to do this. And you know, I'll never forget when the other accountant that was supporting him said, share it and I can't believe this a year ago you said I want to do this you held you didn't do it and then a year later, you're in the position that you can do it and it's like I put in that work and I just didn't let go of my of my vision and I think I yeah, go big and go bold Suz. I think that's how I found you.

Suzanne Chadwick 30:07
Yeah, yeah. preaching to the converted. I love Yeah, that's so good. And so now you've got this bigger space. And like you said, like, you're not taking up the whole space, you've got other people that are collabing. So what is the new space gonna look like? Where is it? What's happening? Yeah, so

Sheridan Rose-Shaw 30:27
I think when I first found them, I'm aware space were very limited to commercial property in the west and other space was really served us. But there were little things that didn't tick my box. And I think it's my premium cell on background that just can't get over, that we're not like in a city. So we're position now in Footscray. And again, I've filled the gaps of being all day parking behind mama West. I think positioning of being in a closer to the city. 10 minutes from the city is really important when you are a premium salon. Because sometimes doesn't matter how big and bold you are, you can't shake the the energy around place, you'll still get people that are be like, where's that? Or if someone doesn't know where Footscray is? I'm like, No, I'm like, oh, you know. So it's like, it's just that people need to know, they need to understand when you're trying to show them who you are. So that was important. And even like the the aesthetic, we're going through, like an expansion of look and feel. And we're not rebranding, but we're just like changing our colour palette and getting people excited for something new. Because, scientifically, if we look at the same thing over and over again, like we don't get that same spark in the brain. But when we look at something new, it brings new energy and excitement in the brain. So I feel like not just for everyone else. But for me. I walk into my salon and it feels white. But it's the most colourful salon you've ever seen. So I think it's just, you know, it's normal to people now. Whereas I think this is new. It's exciting. It's the best Basin's on the market. It's the best chairs. And it's, you know, it's still same concept, but more futuristic than vintage. And yeah, that's my thinking and feeling

Suzanne Chadwick 32:19
I always use the analogy of being like a glow stick where sometimes you've got to break it in order to glow brighter. Yeah. I think sometimes we just get so used to, like, what it is that we've done, that we you know, that we're like, oh, but I've had these, and it's gotten me to here. And, you know, we love it. And it's, you know, it's us. And I think that brand, consistency is good. But I think that shaking things up, every now and again, is so important. And I love the fact that you're like we're still staying the same, we're changing the colour palette, or changing the interiors or the rest of it, just to kind of get that energy and momentum back, which I think is so exciting. Yes, yes.

Sheridan Rose-Shaw 33:03
Because it's like a relationship. You know, it's like, I've been with my partner now for six years. You know, if we didn't put in some time and energy to build that relationship, I think it's, you know, if we just if it's, if it's what it's always done, and it's always served, like maybe, but that's just not, it's just not the vibe. And to be honest, it's not for anyone else. It's really for me, because I get so bored of the same four walls. And the difference with this particular expansion is I signed an eight year lease on purpose. Because I can't run away have to be able to learn to like I need grounding in my life. Now that I'm 31 I need to be able to sell a baby Sharon. I am such a baby. And I feel like an old soul though, because I had to grow up super quickly. But yes, I'm still I need to be able to imagine the world will only be the oyster if I can still find ways to expand by still being in the same space. So that's my new adventure. Well, maybe we'll do another podcast about that in a few years. If I've been able to listen to it. I'll probably have another something. There'll be something going on.

Suzanne Chadwick 34:14
The next time I speak to you will be like so we're in every major city in Australia. Yeah, we're about to open in London. Yeah, New York.

Sheridan Rose-Shaw 34:24
You never know because I did say I would never be a salon owner. I did say so many things. I did say I would never have a salad outside of the West. I don't see that ever happening. But you just I can't say anything because I'm I'm so fluid and I'm always going with the flow and wherever it takes me, which is really fun. So yeah,

Suzanne Chadwick 34:46
that's so amazing. So it's so good. Well, I have loved watching you grow. I love watching all of your awards and all of your travel. And I love that you are shaking things up and I'm excited did for this new chapter and this new expansion? And so for my listeners, where can they find you? Where can they follow you all the rest of it? We'll have all your links in the show notes. But for those who are on the go, where can they find you? Yeah,

Sheridan Rose-Shaw 35:13
so you can find us on Tik Tok at MAMA West and also mama, that's me. And then on Instagram, you can find us at MAMA West with an underscore and you can also find my personal brand Sheridan rose Shaw, which you will find some very authentic, very real, very vulnerable sides to all of life being a parent being a business owner. Expanding. Yeah, and in all ways. So yeah, I look forward to connecting with you on there.

Suzanne Chadwick 35:45
I love it. Thanks so much for being here. Lovely. So good to see you. Pleasure. Thank you