Valencia Insider: Jose Boix

Valencia Insider: Jose Boix

Toni&Guy Spain’s Partner and Head of Education at the Valencia Academy Jose Boix tells us about the joy of being part of the Toni&Guy family

What’s your connection with the Toni&Guy brand and the Mascolo family? My relationship with Toni&Guy spans 19 wonderful years and I couldn’t be more proud of representing the Mascolo family in Spain and having the support of the company. I started as a junior in 2000, sweeping the floors at Toni&Guy London Gloucester Road, before becoming a stylist. Then I moved to the Kingston upon Thames salon where I spent the next five years while also working as an Educator at the London Academy, which really hammered home for me the importance of education. After spending that time being inspired by the best hairdressers in the world, I decided to open a Toni&Guy salon in Spain in order to spread the company’s philosophy of growth, education, motivation, communication and teamwork.

What is it about Toni&Guy that you think resonates so well in Spain? Honestly, Toni&Guy resonates well everywhere in the world. Our stylists and technicians make our customers feel that they are in the safest, most experienced hands.

What are the biggest hair trends in Spain right now? Coloured hair is a big trend at the moment with different balayage techniques, soft graduation of colours and blonde shades all remaining popular. With cuts, we’re seeing 70s-inspired flowing fringes, long hair with volume and long layers, while conversely, 90s-style pixie crops are gaining in popularity, too.

What’s the most exciting project that you’ve worked on to date? Building up the team that represents Toni&Guy in Spain has been the most exciting project for me. Seeing the team develop to become disciplined, creative, popular and successful has made me feel like I am truly representing the Toni&Guy ethos. As Toni used to say, “We are the best at creating stars.”

Can you describe the new Valencia salon? Inspired by the most premium boutiques in London and Valencia, we kept the design minimal, light and used marble to ensure that it looks and feels chic and luxurious.

Tell us about the Toni&Guy Valencia Academy The Valencia Academy really is the heart of our business. It’s the place where we create excellence in our teams and the industry as a whole. Around 80 percent of our salon staff have come up through the Academy, starting their training on the beginner’s course. Since 2009, members of our Academy have won a total of 11 awards – including Amparo Carratalá who won Toni&Guy Hairdresser of the Year in 2018 – making Toni&Guy Spain the most celebrated hairdressing company in the country. The creative cutting and colouring collection that’s launched every year ensures that our staff remain motivated, constantly learning and able to share the latest trends and hair ideas with our clients. We never stop learning and innovating, and that’s what everyone loves about Toni&Guy.

  • Words: Miriam Bouteba

  • Photography: Eva Galera Martinez