The 23rd De Lorenzo ASPYA Conference unfolded in Cairns across three days of education, recognition and connection, under the banner of Tropical Wonder.
For the 193 delegates in attendance, the gathering was more than an industry event. It was a reminder of the power of community, the value of shared learning, and the importance of staying connected to the “why” behind the work. Louise May was delighted to attend as a guest in her role as Editor in Chief of Mocha Group, and to experience the first-hand the warmth and unity that defined the event.
Hosted at the Crystalbrook Riley, one of Cairns’ most stunning hotels, the venue provided the perfect backdrop for the conference. Delegates stayed, learned, and celebrated together in a setting that combined five-star comfort with tropical character. With accommodation, conference and social spaces all in one place, the flow of the event encouraged delegates to connect easily and carry conversations beyond the formal sessions
A Family United in Purpose
At the heart of ASPYA 2025 was the De Lorenzo family, who led the program not as individuals but as a united voice. Their story stretches back more than 80 years to great-great-grandfather Giuseppe De Lorenzo, and to Vincent De Lorenzo, whose commitment to integrity, care and education has shaped every generation since.
In Cairns, Chris, Anthony and Luca De Lorenzo stood together to reflect on what that heritage means today. They spoke of the pride of being family-owned, the determination it takes to remain independent, and the resilience that has kept them true to their path. They reflected on the challenges of growth, the setbacks that demanded agility, and the loyalty of both staff and salons who have been part of their journey.
The family’s message was clear: while the industry has changed dramatically over the decades, the values of family, care, education, loyalty and sustainability remain the anchors of the business. These principles are not negotiable. They are the heart of who De Lorenzo is and will continue to be.
A New Era with Familiar Values
ASPYA 2025 also marked the introduction of Luca De Lorenzo as General Manager, representing the third generation of leadership. Luca’s presence symbolised both continuity and evolution. He spoke of modernising systems and adapting to a fast-changing industry, while also reaffirming that the company’s values would remain unchanged.
Sustainability has long been part of the De Lorenzo story, and Luca emphasised that the brand is continuing this commitment with the same focus it has always had. He described it as a responsibility that underpins decisions across the business, ensuring that care for people and the environment remains central as the company looks ahead. His perspective highlighted the balance between honouring heritage and carrying forward the values that define the brand.
A Commitment to Sustainability
The message of Sustainability was reinforced by Shuba Paheerathan, Partnerships Manager at Sustainable Salons ANZ, who attended the event to share the organisation’s work. She outlined how salons are reducing waste, recycling materials and contributing to social good, and how partnerships across the sector can amplify those efforts. In short, her message to the ASPYA audience was that sustainability is not only about being environmentally conscious, but also about creating a positive social and business impact when the industry works together.
Delegates were also treated to a new video created by De Lorenzo and Sustainable Salons, capturing the two organisations visiting each other’s businesses and reflecting on their shared commitment to reducing waste and driving positive change. The film gave an authentic look at how aligned values can translate into practical action, reinforcing the importance of collaboration in building a more sustainable future.
Her presence highlighted the strength of the partnership between De Lorenzo and Sustainable Salons, showing how sustainability has long been part of the brand’s story and remains a responsibility that sits at the heart of the wider ASPYA community.
Atmosphere and Connection
ASPYA has always been known for combining education with moments of joy and connection. The opening dinner at Mexicairn captured that spirit perfectly. With its Mexican theme and dress-up, the night was filled with music, colour and laughter, immediately creating a sense of family among delegates.
The Gala Awards the following evening at The Sugar Shed carried a different energy, elegant yet relaxed. With a Black-Tie dress code softened by a touch of Country, the night celebrated the achievements of ASPYA salons with warmth and humour.
Guiding the 3 day event was Rob Carlton, who returned as Emcee. His wit and timing kept the program flowing while reminding everyone that learning and laughter can coexist. His contribution added an energy that matched the spirit of ASPYA itself, professional but never without heart.
Insights From The Stage
ASPYA 2025 offered delegates a line-up of speakers that balanced inspiration with practical strategies. Each session was designed to challenge thinking while providing tools that could be applied directly back in the salon.
Therese Tarlinton spoke about the power of partnerships, drawing on her experience in marketing and collaboration. She explained how salons often hold untapped assets that, when paired with local businesses, can increase visibility without requiring large advertising budgets. Through case studies, she showed how simple collaborations such as cross-promotions with neighbouring businesses or joint events can create mutual growth. Her session encouraged delegates to think beyond traditional marketing and to see their salon as part of a wider business ecosystem.
Milo-Arne Wilkinson, internationally recognised behavioural scientist and performance coach, delivered one of the most thought-provoking presentations of the conference. She unpacked how the brain filters thousands of pieces of information every minute, yet only allows a fraction of it into conscious awareness. Through interactive demonstrations, she showed how much people miss when focus is misplaced, and how easily assumptions can cloud communication. For salon owners and leaders, the lesson was clear: the way you choose to listen, observe and respond directly impacts your team, your clients, and the growth of your business. Delegates left with practical insights into decision-making, problem solving and client connection.
Fiona Beamish, newly appointed CEO of the Australian Hairdressing Council, shared key industry data and insights. She reminded delegates of the AHC’s mission to raise standards, act as the voice to government, and support salons and training providers through advocacy and connection. Fiona highlighted that there are now more than 70,000 registered hairdressing businesses, reflecting a 5 per cent increase in the past year, while 71 per cent of operators are now working solo.
She also addressed the biggest concerns facing salon owners, with rising business costs and a national skills shortage at the forefront. Fiona noted that over 65 per cent of salons report difficulty attracting qualified staff, compounded by declining apprenticeship enrolments and completions. She outlined the AHC’s work with government and industry bodies to update training packages and improve retention, as well as initiatives designed to reduce business costs and strengthen apprenticeship pathways. Importantly, she reminded delegates of De Lorenzo’s role as a foundation member of the AHC and thanked the brand for its long-standing support of the council’s work.
Estelle Carroll (Boss Coaching) took the stage to share her leadership journey, from her early days as an apprentice to becoming an award-winning salon owner and coach. She outlined her five-pillar framework, vision, communication, systems, training and accountability, as the foundation for building a high-performing team. Estelle also introduced the concept of “decidership,” her term for decisive leadership, and stressed the importance of making confident, values-based choices. She spoke candidly about the realities of balancing personal life with business growth, reminding delegates that leadership is as much about clarity and care as it is about results.
Shannon James Williams, known for his editorial and celebrity work, brought energy and artistry to the stage. Creating a styling showcase that was as inspiring as it was practical. The focus was on creating media-ready looks that translate to both clients and digital platforms. Shannon spoke openly about staying authentic, encouraging delegates not to mimic trends blindly but to define and own their own brand identity. His experience across fashion, film and editorial gave context to how salons can lift their visibility while staying true to who they are.
A special mention also to both Ellie Bolton from Honey Hair in Kwinana, WA & Holly Breen from Californian Blonde QLD, who created the beautiful colour work.
Closing the conference was Toni Powell, whose session combined humour, storytelling and heartfelt honesty. She encouraged delegates to consider how perspective shapes every part of life and business. By reframing challenges with gratitude, she explained, stress can be reduced and resilience strengthened. Through anecdotes, from everyday examples to life-changing stories, Toni demonstrated how positivity is not about ignoring difficulties, but about deliberately choosing where to place focus. Her session ended the conference on an uplifting note, reminding everyone that the way they see the world can directly influence the outcomes they create.
Recognition and Awards
The ASPYA Awards once again celebrated achievement across the network, not just in numbers but in creativity and loyalty.
- Soul Hair, McGraths Hill was recognised for its outstanding growth in retail sales.
- White Diamond Hair Design achieved the highest growth in professional products.
- Coffs Coast Hair Studio impressed with the strongest mystery shopper result.
- Finnesse Hair was applauded for its creativity in social media.
The Hall of Fame acknowledged the commitment of EP Teaze Hairdresser and Stylish Notts, both of whom have been part of the ASPYA program for more than 15 years. Their induction reflected the loyalty and consistency that has shaped the community since its beginnings.
A Collective Takeaway
ASPYA 2025 was a reflection of what can be achieved when education, recognition and community come together, guided by values that have never wavered. For three days in Cairns, delegates experienced a program that balanced learning with laughter, celebration with connection, and heritage with vision for the future.
The De Lorenzo family’s message was delivered not as individuals but as one united voice. Success is not just measured by growth or awards, but by staying true to the values and principles that have guided them for generations.
