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
Congratulations on your new
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
As we’re coming into the wedding
what can you offer the
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
In fact, we actually have a wedding
booked for May and we are closing the
salon especially for the bride in the
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
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
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
Why do you go to Creation Concept
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
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.