BONA JÖRG – JOICO Creative Color Artist & Blonde Life Ambassador for Europe
ARE BLONDES BIG BUSINESS?
Blonde has always been at the centre of my work – not just as a trend, but as a true craft. Being blonde myself, I experienced early on how complex and demanding this service really is. Blonde is not just a colour – it’s a discipline. It requires precision, understanding, and a deep awareness of how many factors influence the result. In my salon, blonde is still the most requested service. Almost every client touches blonde in some way – whether it’s subtle highlights, balayage, or full lightening.
What sets my approach apart is that I see blonde as a completely personalised, holistic service. It’s never just about lifting the hair – it’s about creating the right tone, the right depth, and the right feeling for the individual client. Skin tone, natural base, maintenance routine, lifestyle, and personality all play a key role in my consultation process. Only by considering all these elements can I create a blonde that feels effortless, modern, and truly premium. Today’s blonde is no longer about maximum lightness – it’s about dimension, softness, and natural transitions. Seamless, multi-dimensional results are what clients are looking for, but executed on a high-end level.
From a business perspective, I treat blonde as a complete package, not a menu of separate add-ons. For example, treatments and bond-building systems are not optional in my salon – they are an essential part of the service. If we work on the hair at this level, maintaining its health is non-negotiable. Beautiful blonde only works on healthy hair.
Efficiency is another key factor. Instead of working with excessive foil placements, I focus on strategic and smart placements, creating brightness exactly where it’s needed while maintaining depth and movement. Over time, I have developed my own range of techniques that I use in the salon and share through my education and seminars, always with a focus on achieving high-impact results in a more efficient and practical way.
At the same time, I believe every colourist needs a strong technical toolbox. It’s not about one technique – it’s about understanding multiple approaches and combining them based on head shape, hair structure, and the desired result. That’s how truly personalised colour is created.
One of the biggest learnings I would share is this: Blonde is not where you should compromise -especially not on product quality or knowledge. Understanding how lighteners work, how they react on different hair types, and how to control the process is essential. Investing in high-quality products, ideally with bond-building technology, is key to achieving clean, long-lasting results.
A clean, well-executed lift is the foundation of every beautiful blonde. Because even as toners fade over time, the underlying result remains. And most importantly – hair health always comes first. If a desired result compromises the integrity of the hair, I will always say no. Because in the end, only healthy hair can create truly beautiful blonde.
