A SWANSEA salon has blown away the opposition and become the first in South Wales to scoop a national hairdressing award.

Pure Aveda Lifestyle, based on SA1, won the best newcomer category in the British Hairdressing Business Awards.

The presentation was made by newscaster Trevor MacDonald at a star-studded oscar-style ceremony at London’s Royal Lancaster Hotel attended by the likes of Hello magazine’s Nadine Baggot and television hairdresser to the stars Lee Stafford.

Pure Aveda owners Cheryl Dingsdale and Jed Bushby were up against stiff opposition. Bloww in London - the multi-million pound salon owned by Paul Merritt and Adee Phelan of television’s The Salon - were in the same category.

After receiving the award Cheyl said: “It’s a great honour to be recognised for our work in such illustrious company, but it is teamwork that got us here - each and every team member has played their part in ensuring that visitors to the salon have a totally relaxing experience from the beginning to the end of their appointment.

“Our staff  are trained to the highest standards and our customers and the industry recognize that. Without that commitment to excellence by all the staff we would not have been able to cement our reputation in such a short time. It’s been a challenging first year and this award has made all our hard work worth it.

“We are delighted to be the first salon in South Wales to be recognized in this way.”

Hairdressers Journal International launched the British Hairdressing Business Awards in 1999 to raise the profile of the professional hairdressing industry. It recognizes and rewards innovation, business acumen and excellence throughout the industry.