From Booth Renter to Thriving Salon Owner: Michelle Golden’s Journey to Salon AU

Lisa
4 days ago
3 min read

In this episode of Stylist Soul Tribe Conversations, we sat down with Michelle Golden—longtime hairstylist, new salon owner, and a shining example of resilience in the beauty industry. Michelle’s journey is one of courage, determination, and a deep commitment to creating a salon culture rooted in support and authenticity.

Early Challenges and Turning Points

Michelle’s path hasn’t been without hardship. As a shy and timid child, she faced hurtful words from those around her—comments that could have held her back. A traumatic experience at age 14 became a defining moment, instilling in her a determination to protect herself and prove others wrong.

By the time she met her husband, his support helped her find her voice. She learned to turn criticism and doubt into fuel, building a mindset where “failure is not an option.”

Discovering Hair as a Career

Michelle never planned to become a hairstylist. Initially interested in massage therapy, a conversation at The Salon Professional Academy changed her trajectory. Offered a spot in a small cosmetology class, she said yes on the spot—without knowing much about hair.

As a mom of a young child, she was determined to create a career that allowed her to balance family life with meaningful work. She graduated in 2007, starting her career in a commission salon before transitioning to booth rental, then to a suite.

Overcoming Setbacks and Making Strategic Moves

In 2018, after experiencing a toxic work environment, Michelle moved from Ames to Ankeny, Iowa. She lost half her clientele in the process, but rebuilt her business within three months thanks to her commitment to service and connection.

For years, she loved her suite setup—until she took on an apprentice. Sharing a 100-square-foot space quickly became challenging, sparking the idea of finding a larger location.

Finding the Perfect Space

Michelle began looking for an existing salon that wouldn’t require a massive buildout. She discovered a location just four minutes from her suite that had been vacant for five years. Negotiating with the landlord, she secured:

Major repairs to plumbing, HVAC, and flooring.
Reduced rent for the first four months.
A rent-free grace period before opening.

She signed the lease on February 19 and opened Salon AU on May 1, 2024, with minimal renovations and a total investment of about $35,000—far less than the $500,000 she was once quoted for a full buildout.

Community Support and Creative Funding

Michelle’s clients rallied behind her vision. Through a creative membership program and community contributions, she raised funds—including a $10,000 gift from one loyal client, no strings attached. This support reinforced the deep relationships she’s built over her career.

Salon AU: A Vision Brought to Life

The “AU” in Salon AU stands for gold on the periodic table—a nod to Michelle’s last name and her long-standing “Golden Experience” brand. Her mission is to create a safe, supportive space for stylists, inspired by her own experiences of working in unsupportive environments.

Key elements of her salon culture include:

Month-to-month booth rental with no long-term contracts.
An open-door policy focused on mutual respect.
A commitment to helping stylists grow, even if that means supporting them in opening their own businesses.

Filling Chairs and Building Buzz

In just three months, Salon AU became fully staffed with five stylists and has a waitlist of four more. Michelle credits this to her salon’s supportive environment, attention to detail, and unique client experience. From thorough pre-visit consultations to amenities like spa services, every touchpoint is designed to make clients feel seen, heard, and valued.

Marketing with Creativity: The Golden Ticket Hunt

Inspired by the “Taylor Swift Effect” of creating fan engagement through Easter eggs and community culture, Michelle launched a “Golden Ticket” scavenger hunt. Clients follow clues on social media to find tickets hidden in local spots. Prizes range from services and retail packages to exclusive experiences, creating a fun way to connect with the community and generate excitement.

Looking Ahead

With a fully booked team and a growing waitlist, Michelle is focused on enjoying this season of success while staying open to future growth. Her advice to aspiring salon owners: