Following the success of their salon in City Road, Cardiff, Creation recently launched their stylish, new concept salon in Penarth. Vale Life paid them a visit to find out the secrets of their success.


Victoria and Karl Shellard, owners of Creation Concept Salons have been in the industry for 10 years. Having worked for Racoon International for three years and teaching and training in London, Vicky was also a Salon International Platform Artist Finalist for the Redken tribe. Karl has been a property developer for the past four years and also sells salon furniture.

When did you first set up Creation Concept Salon in Cardiff?
It first opened its doors in 2001. We decided to open on City Road as we already had a large client base in the Roath area.

Congratulations on your new Penarth salon.
Thank you. Penarth is starting to become a new Cowbridge and it seems to have a great community that would suit the ethos and lifestyle that we, the team and Aveda, the brand, would like to promote. A lot of our clients live and work in Penarth and used to visit our first salon on City Road so it’s a lot more convenient for them now.

Vicky, tell us about your team...
I work in Penarth on a Wednesday and Friday specialising in hair extensions and have been part of the Raccoon National Artistic Team which enabled me to travel the country using my skills promoting Raccoon which uses the best human hair extensions.

James specialises in hair-up including bridal hair and couture fashion styles and has fallen in love with the Aveda products and its rituals. He also has a great gents client base.

Kelly has worked with Aveda for the last three years and has been hairdressing for over ten years. She specialises in colouring and has been a creative technician in city centre salons and can create a vibrant long lasting healthy colour for all types of hair.

Why did you choose to use Aveda?

Our manager Nick had worked with Aveda for nearly six years prior to joining the company. I took both of our managers to an industry convention and had meetings with Aveda’s reps and the rest as they say is history. With Nick on board I can relax knowing that the clients are in experienced hands.

Nick told us that you are keen to support eco friendly practices.
Aveda includes 97% pure plant and flower extracts in all their products and they are organic wherever possible. Aveda can trace the product and its ingredients from soil to bottle. The products also carry 80% post-consumer recycled plastic in its packaging. We also have a strict recycling policy in both salons. Our staff-room food waste is recycled and obviously plastic, paper, foil etc. In Penarth we also try and car pool where there is only one driver a day and we take each other home at the end of the day.

What do you think you offer that other salons don’t?
Both salons have a great atmosphere and skilled personal service. Most of my team tell me that they feel that they are all part of the family and that is what we try to express in our service. There is a support that is felt throughout the company.

As we’re coming into the wedding season,
what can you offer the bride-to-be?

You can expect a full wedding package which will include as many guests as you want - we will just borrow staff from City Road with enough notice!

The package includes a bridal and make-up trial with champagne on arrival. Bridal hair-up and full bridal make-up with a free lip gloss is given to re-apply during the day as you can’t take our make-up artist with you! Price is determined after complimentary consultation.

In fact, we actually have a wedding booked for May and we are closing the salon especially for the bride in the morning!

Do you have any special offers running for the spring/summer?
We will be offering all of our clients a 20% re-booking discount throughout the summer.


Why do you go to Creation?

I have been going to Creation for a number of years now. I lead a fairly hectic lifestyle and no matter what challenge I present them with they always go out of their way to accommodate me.

How did you hear about them?
A friend of mine recommended Creation to me and I have been delighted with the service ever since.

What did you have done?
It started with styling and now I practically live there having regular styling and colour.

What do you like about Creation?
Vicky is and always has been my stylist. The service she provides is second to none. I really like the new salon in Penarth.

The staff are great - as soon as I walk through the door I’m made to feel like a VIP and am greeted with a warm smile and my customary cup of Earl Gray tea.

Also, since using the Penarth salon I’ve started using the Aveda products which appear to be much better for my hair.

Sian Kosinski


Why do you go to Creation Concept Salon?

I go to Creation Concept Salon because the stylists listen to what you have to say and always take this on board. I never feel rushed, and nothing is too much trouble. Whenever I have had my hair cut, I always get asked where I had my hair done. Once was by a lady in a shop in Penarth who I had never met!

How did you hear about them?
I knew a stylist that worked there.

What did you have done?
I have my hair cut and coloured.

Have you been back for more?
I will be back for a blow dry.

What do you have done now?
A short bob.

What do you like about Creation Salon?
The name Creation could not be better as the staff create styles that are individual and unique. All the staff are experienced, and you are always greeted as a friend and not just a customer. The products are by Aveda and are lovely on your hair. The hand cream is also brilliant.

Alison Apli

Creation Concept Salon
47 Windsor Rd, Penarth CF64 1JH
029 2070 8111


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