Local News

The amazing team at Grafton salon DiMattia and Co have some exciting news to share with their local community. Image: Emma Pritchard

From pop-up to permanent

One year ago, a stylish and inclusive space popped up in Prince Street, Grafton.

Created as a unique business extension which allowed one of the Clarence Valley’s premier salons DiMattia and Co to continue to provide the highest quality service to their valued clients while operating in accordance with post-lockdown Covid-19 social distancing rules, the Pop-Up Chop Shop opened its doors and proved to be a huge success.

Creative Director Kerrie DiMattia revealed that with up to 10 fully booked stylists working at any given time in their upstairs salon, the business would be in the unfortunate position of having to cancel up to half of their bookings to enable them to comply with Covid-19 guidelines. 

And an alternative solution was quickly established. 

“Our space downstairs was vacated a few months earlier, and thanks to the quick thinking of our team we had it up and running overnight using any excess furniture we could spare from upstairs and our homes,” she said.
“We set up an eclectic lounge area for colour processing and two cutting stations made from Besser blocks and benches.

“This allowed us to rotate our clients between the two spaces, keep our team working and ensure our clients were looked after.

“What followed over the next few days was nothing short of surreal.
“We were able to look after all of our clients, and we also discovered working this way we had a quicker turn-around time and were able to take walk in haircuts as well which has been the main reason for our growth.”

The Pop-Up Chop Shop by DiMattia & Co also features a new express service menu, headed by senior stylist Meg Forrest.

“What surprised us most was the reaction from our clients,” Ms DiMattia said.
“They loved the randomness of the space and the buzz of being on the main street.

“But more than anything, they loved our new express menu.

“Our intention is to always give clients the best experience and provide value no matter what, but to add to that clients also want the option of choice and flexibility in the salon they choose to spend their time and money in.”

As the Pop-Up Chop Shop celebrates its first birthday this month, Ms DiMattia revealed there is more exciting news to follow, with the business becoming a permanent fixture.

With renovations currently underway on site, there will be more new additions along with a future name change popping up soon.

Watch this space.