From an unexpected career change to creating one of London’s respected luxury hair salons, Elena, founder of Elena Von London, has built her business on passion, craftsmanship and an unwavering commitment to quality. Known for delivering personalised hair transformations while prioritising hair health, Elena has earned the trust of clients looking not only for beautiful results but also for expert advice tailored to their individual needs.
In this exclusive interview, Elena shares her inspiring journey from Kazakhstan to London, the philosophy behind her salon, her thoughts on today’s beauty industry, and the valuable lessons she has learned while building her own successful business.
For readers discovering Elena Von London for the first time, could you tell us a little about your journey? What inspired you to become a hairdresser and eventually start your own company?
My journey certainly wasn’t planned. I moved from Kazakhstan to London in 2006 to study English, with the intention of returning to my career in the oil industry. Life had other plans. While looking for part-time work, I discovered hairdressing and immediately fell in love with the craftsmanship, creativity and discipline of the profession.
I was fortunate to train in some of London’s most respected salons, where I learned that excellence comes from patience, precision and continuous learning. Those years shaped not only my technical skills but also my work ethic.
After becoming a mother, I realised that if I was going to dedicate so much of myself to my career, I wanted to build something of my own. My husband and I spent years saving rather than taking on investors because I wanted the freedom to create a salon exactly as I envisioned it. Today, Elena Von London is the result of that journey—a luxury salon built on quality, integrity and genuine care for every client.
You work closely with clients on their hair and confidence. Over the years, what have you learned about beauty and self-confidence? Are there any common misconceptions people have about beauty or hair care that you wish more people knew?
I’ve learned that beautiful hair is never just about appearance. For many women, it’s about confidence, identity and how they feel when they walk into an important meeting or simply look in the mirror.
“One misconception is that healthy hair comes from constantly changing products or following every trend. In reality, consistency, good technique and personalised advice matter far more.”
Every head of hair is different, and there is no universal solution.
I also believe confidence doesn’t come from changing who you are. My role is to enhance what already makes someone beautiful, not transform them into somebody else.
The beauty industry is constantly evolving. Are there any trends or treatments you genuinely love, and are there any that you think people should approach with more caution?
I love innovations that genuinely improve hair health rather than simply creating a temporary visual effect. Modern treatments and technologies have become incredibly sophisticated, and when they’re used correctly, they can produce beautiful, long-lasting results.
At the same time, I encourage clients to be cautious of trends driven by social media rather than professional knowledge. Not every viral treatment is suitable for every hair type, and chasing trends can sometimes cause unnecessary damage. We have unprecedented access to high-quality, evidence-based medical research, so I always encourage people to seek information that is scientifically backed rather than relying solely on personal anecdotes, influencer reviews or marketing claims. I always believe in investing in healthy hair first; the beauty naturally follows.
Running your own business can be incredibly rewarding but also challenging. What have been some of the biggest lessons you’ve learned as a founder, and what advice would you give to women who dream of starting their own company?
The biggest lesson is that success isn’t built overnight. It’s built through consistency, discipline and making thousands of small decisions correctly over many years.
Another important lesson is financial discipline. My husband and I lived very modestly for years so we could invest in our own business instead of relying on outside investors. That allowed us to build Elena Von London exactly as we imagined it and make decisions based on our values rather than someone else’s expectations.
My advice is simple: become exceptionally good at something first. Save money doing what you do well, and then invest in your dream.
“Talent is important, but resilience, patience and integrity are what build a lasting business.”
Finally, on a more personal note, how do you take care of yourself? Whether it’s beauty rituals, wellness habits or simply finding balance, what helps you feel your best both professionally and personally?
For me, balance comes from keeping life simple. I enjoy spending quality time with my family, staying active and continually learning, whether that’s through business, investing or my profession.
Professionally, I believe the best self-care is never stopping your education. The beauty industry evolves constantly, and I love learning new techniques and improving my craft.
Personally, I also believe in protecting my energy. Creating a calm, welcoming environment in the salon benefits both my clients and me. When you genuinely love what you do, work becomes a source of energy rather than something that drains you.