Inside Alan Howard’s JOICO Select Account Conference held in Liverpool’s Royal Liver Building


The iconic Royal Liver Building in Liverpool was the setting for the second Alan Howard JOICO Select Account Conference. The ‘Evolution’ conference, hosted by John Hustcroft allowed the 140 select account attendees to experience the wisdom of a host of inspirational people who relayed their stories of how they have evolved in this industry.

In his introduction, John posed questions to the audience as to how they have evolved, why we have a need to evolve, and how attendees could integrate what they hear today into their business. John then introduced Jonathan Littler, managing director of Alan Howard, who welcomed everyone to the conference and spoke about managing change and working towards achieving your vision.

The next speaker, Vicky Brown, the European business development manager for JOICO, who looked back at 2018. She began speaking on the Global Destination Education Symposium in Punta Cana, featuring the companies launches throughout the year. Vicky spoke about the evolution of the Alan Howard JOICO select accounts and how numbers had increased by 33% in a year, before giving the audience a few teasers as to JOICO’s 2019 plans.

Alan Howard select account manager, Laura Ackers was next to take the stage, encouraging attendees to step out of their comfort zone. She highlighted some of the challenges faced by salons today, showcasing how some of the JOICO select accounts overcame these challenges. Laura’s counterpart, select account manager Darren Watkins spoke about millennials in our business, particularly in how to attract and manage them in a relatable manner.

Before lunch, John introduced experienced educator, Gianni Scumaci, who has worked with many select accounts to develop their cutting skills. Gianni spoke about his workshops, education with Alan Howard, the role of social media, and how he is constantly evolving what he does.

After lunch, John welcomed Juri Coenraad, JOICO’s PR and communications manager who presented the brand’s approach to marketing and communications, and how this has changed over the years. Social media, of course, was a hot topic in Juri’s presentation. He explained how they use different social media channels to communicate with varying demographics.

Next was balayage expert, Jack Howard who presented his journey to a captivated audience. From London to Lincoln, New York and back to London, he explained how his career had grown, specifically on how he has used education to develop his skills and become the king of balayage.

With Jack setting the scene for education, it was the turn of Alan Howard educator, Lorraine Matik to tell the audience about plans for education and training in 2019, including the launch of the Insight Salon Ambassadors programme and the JOICO colour genius programme. Lorraine then introduced educators and experts Luca Jones and Katy Grimshaw, who presented some of the courses they are offering to the JOICO select accounts.

After the presentations has concluded, it was the time the audience had been waiting for. Sales director, Steve Heaton was welcomed to the stage to announce each of the award categories:


Creative Awards

Winners – Pickles & Co

Runner Up – Moneypennys Hair Gallery


Supreme Team of the Year

Winner – Kutting Korner

Runner Up -House of Hair


Junior of the Year

Winner – Gabriella Connolly of Jacob Adams Hairdressing

Runner Up – Chelsea Higgins of Arte Hairdressing


Business of the Year

Winner – Spectrum One

Runner Up – Steve Burgen


Outstanding Achievement Award 

Katy Grimshaw of Spectrum One


After a glass of bubbly to celebrate, everyone left feeling motivated and inspired. The select accounts then set off to get ready to attend a celebratory dinner at one of Liverpool’s finest restaurants — The Florist. Known as the most instagrammable restaurant in the UK, The Florist set the scene for a night of celebrations by all those in attendance.