South Australian stylist Sam James has had an incredible year, ending it as a finalist for International Collection at the British Hairdressing Awards. Recognised for her artistic vision and technical skill, Sam stood among the industry’s best, with the British Hairdressing Awards a global standard of excellence since 1984. While Jude McEwen of TONI&GUY Perth took the top prize, Sam’s journey to the global stage has been nothing short of remarkable.
This international recognition follows Sam being named Australian Hairdresser of the Year 2024 at the AHIA Creative Awards Gala in July. As the only South Australian finalist, the win was especially sweet after three years of nominations. Her winning collection “FUTURE 54” was inspired by the 1970s disco era, featuring metallics, shimmering textures, and bold lines that impressed judges and audiences.
“The reason I’ve done awards for over 12 years now is to try and get a global brand happening for myself,” Sam says. “Winning Australian Hairdresser of the Year was fantastic, and I also joined the global artistic team last year as well for Matrix. With both of those things together, it’s really allowed me to have more of a profile internationally.”
For Sam, being named a finalist at the British Hairdressing Awards was an achievement she had her sights set on for a long time, but didn’t expect to reach so soon. “To be over there with some of the most incredible hairdressers in our whole industry across the world was just amazing,” she said.
“Most people in London think that Australia is leading things, in terms of our photographic work and collection, which I 100% agree with. To be named Australian Hairdresser of the Year now, while the globe are thinking that Australians are leading the way, is just the most phenomenal feeling.”
Sam’s journey to the top has been marked by several accolades. In 2022, she was ranked among the top three globally in the Avant Garde category at the AIPP Awards, which receive entries from over 30 countries. On top of this, Sam was named a top hairdresser by being a finalist for International Hairstylist of the Year at the 2021/2022 Contessa Awards, known as the “Oscars” of the industry.
Beyond her personal achievements, Sam has built a successful salon business, SJ Establishment, which has received recognition for its incredible customer experience. “I’m so goal driven. When I want something, I just set little goals to help me get there and work out what the next one is. I just climb the ladder,” Sam says. “Once I get there, I’m like, what else can I do?”
Looking ahead to 2025, Sam is excited to expand her professional focus. She plans to share more about her journey as a business owner and a woman balancing career, motherhood, and entrepreneurship. “Being able to have two babies under four, and still open a salon, have a team of 10, travel the world, win awards and more. That’s where I’m venturing into a little more next year – speaking on that – and it’s exciting.”
Sam’s 2025 calendar is already packed with projects. She’ll head to Prague in February for a major show, where she’ll launch part of a new colour range for Matrix. After that, she’ll be in New York shooting another campaign for Matrix, followed by a nationwide Australian tour to promote the new range, with shows planned in every state.
With a year full of international recognition, accolades galore, and exciting new projects on the horizon, Sam continues to shine in the world of hairdressing, and is one of the most influential figures in the industry right now.
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