Artistic Director for Sam Villa, Geneva Cowen Shares The Bridal Checklist

Weddings are big business, and those that are successful rely on a solid checklist of organized procedures, techniques and resources to deliver brides a stress free experience and beautiful hair.  Geneva Cowen, Artist Director for Sam Villa, shares her checklist.

“Since weddings are such personal events, the best advertising is word of mouth.  Once you have a couple brides say they loved their hair and had a great experience with you, word travels fast…and to reach that point, you need a checklist,” says Cowen.

Aside from the obvious factors that go into to meeting a bride’s expectations, like seeing a picture of the dress, learning about the esthetic of the wedding, how the bride wants her hair, veil/no veil, etc., there is a strategic side that is imperative for stylists to master in order to excel in bridal services.


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Bridal Check List

- Does the bride require you to be on location or is she having services at your salon? Discuss all travel fees and expenses to clarify expectations.

- How many bridesmaids are going to require looks? Do you need an assistant to be able to accomplish the task?

- What time is the wedding and are pictures being taken before or after the wedding? Give yourself a 30-minute buffer to ensure there is no rush.

- Will there be other talent, makeup artists or stylists who will be a part of the process?  Ask for all contact information so you can coordinate the time needed to complete the looks.

- Does the bride want a style change after the ceremony? If so, include this look in your trial run and charge accordingly.

- Are your services required for the entire event? Make sure you have a clear understanding of your time requirements.

- Time yourself when doing a trial run to be able to schedule properly on the big day.

- Take pictures of your trial to have a record and make notes on anything you would do differently on the day of the wedding.

- Create a contract that outlines expectations and fees to be signed at the time of the consultation.

- Choose product and tools wisely to build a strong foundation for the look and to hold it in place.  The Sam Villa Textur professional texturizing iron is great for expanding the cuticle to hold updos, curls and braids, and Redken control addict 28 is a great anti-humidly hairspray to finish with to keep styles in place.


Hair: Geneva Cowen, Artistic Director Sam Villa
Photography: Shalem Mathew
Makeup: Keegan Richards
Wardrobe: David’s Bridal
Flowers: Bloomsbury Blooms

About: Sam Villa is founding partner of the Sam Villa brand, designed to bring “More Sam to More People.”  The educational world of this Favorite Overall Educator of the Year (2015) and Education Artistic Director for Redken 5th Avenue, can be experienced on  

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