By Maliha Rehman
About three months ago, Paragon Salon – a salon network based in the Punjab – opened its fifth branch in Lahore’s DHA area. Helmed by partners Ali Khalid and Waqar Ahmed Butt, the brand-new building was a swanky, eight-story all-purpose beauty and fashion hotspot. The launch was more star-studded than many awards affairs.
Social media was flooded with images and videos from the launch – how often did you find an A-list lineup of actors, musicians, models, sportsmen and mainstream journalists gathered at a single event? Actors Saba Qamar, Farhan Saeed, Adnan Siddiqui, designer HSY and model Aimal Khan perched on a motorbike with ‘Keep it Classic!’ scrawled in florescent on a wall behind them. Actor Hamza Ali Abbasi and cricketer Haris Rauf made rare appearances, roaming about the multiple floors. Bilal Saeed, Rabia Butt, Imran Ashraf Awan, Amar Khan, Zaviyar Naumaan Ijaz, Zara Noor Abbas and Hareem Farooq all milled about the venue.
Beyond the star-power, though, the salon’s high-end ethos was visible in the backdrop. The interior was subtle and classy with textured walls amped up by ambient lights and plants adding pops of green in the nooks and corners. Utilitarian beauty stations were lined with mirrors, special spaces set aside for facials and hair treatments and entire floors were dedicated specifically to men or women.
The elegant interiors, the extensive services on offer, the star power and the sheer buzz generated by the launch made the random observer watching it all on social media wonder, ‘What was this salon anyway?’ Of course, people in the Punjab are no strangers to the rapidly expanding Paragon Salon omnibus. The salon is now its 11th year and currently has two branches in Sialkot, one in Gujranwala and two in Lahore. Outside of the Punjab, though, Paragon has astutely used social media to flex major clout, aided by its massive star clientele, multiple branches and prowess not just in styling and grooming but also in photography.
“I think the fact that we offer salon services and also have videographers and photographers on board is our USP,” Waqar Ahmed Butt, co-owner of Paragon Salon tells me. “Celebrities get groomed in our space and also often opt to get photoshoots done in a separate area that we have set aside for this purpose alone. Similarly, a bride or a groom getting ready in the salon can get their photographed in the studio before leaving for the main event.”
In a post-pandemic world, where many businesses have been struggling to stay afloat, what is the key to the impressive growth of the Paragon enterprise? According to Waqar, this has largely been due to the vision and hard work done by him and his partner Ali Khalid, with lady luck firmly at their side. “Both Ali and I are from Sialkot and we realized that there was no proper salon and studio in our city. This led to the opening of the first Paragon Salon back in 2012. The first salon in Sialkot was followed by a studio there and then, we expanded to Gujranwala, which was close-by.”
Their initial success steered the partners towards Lahore’s bustling melting pot. A salon and studio was opened in the Gulberg area and then, another in DHA. “We were lucky that we started earning well from our initial branches in Sialkot and Gujranwala,” says Waqar. “We could then reinvest this money into extending the business to Lahore.”
A cursory glance at Paragon’s social media pages affirms that a star-studded clientele has been instrumental in marketing the salon and studio. Waqar agrees, “We feel that people are likely to trust a brand if it is supported by a celebrity that they admire. If major international brands like Louise Vuitton and Sabyasachi can rely on star-power for marketing, then why shouldn’t we? On any given day, we have about six or seven celebrities visiting our salon. Some tag us on their Instagram. Many get photographed in our studio space. The organic posts are the best; when a celebrity visits us and posts a review on Instagram simply because he or she is so pleased with our services.”
These images of celebrities, of course, tend to find their way to Paragon’s Instagram page as well as in other major online magazines where the brand chooses to advertise. Do celebrity endorsements always boost business? “It’s not something that can be quantified,” says Waqar. “Celebrities and influencers always help in building credibility but this marketing has to be supported by the availability of high-end services, a clean hygienic environment in the salon and a polite, well-trained staff.”
I comment that the brand’s success story almost seems like a fairytale, starting off from a single salon and mushrooming rapidly into a coveted name in beauty and fashion. Waqar corrects me, “There were lean periods. Our salon and studio in Gulberg opened in December 2020, while the world was still grappling with the pandemic. The first six months after we opened were very tough as we struggled to make ends meet.”
“But we persevered; working with dedication, honing our skills and staying true to our business ethics.”
The hard work and dedication, very evidently, has paid off.
Cover photo: Paragon owners Ali Khalid and Waqar Ahmed Butt with some of their celebrity guests at the recent salon launch
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