The Story of UNDERFOUND: Our Journey from Dream to Reality

UNDERFOUND isn’t just a store to me—it’s a dream that my partner Rhiannah and I brought to life through passion, hard work, and a deep love for creativity. This space in Altrincham is the embodiment of everything we care about: hairstyling, independent fashion, grassroots music, and most importantly, community. It’s been quite the journey, and I’m excited to share how it all came to be from my perspective.

How It All Started: A Blend of Passions

UNDERFOUND was born out of a shared vision between Rhiannah and me. For years, I’d been working on my own fashion label, Incarnate, while juggling full-time jobs in field marketing and account management. Fashion wasn’t just a hobby for me—it was a way to express creativity and individuality, something I’ve always been passionate about.

Rhiannah, on the other hand, had spent 14 years perfecting her craft as a barber. She wasn’t just good at it; she was an award-winning barber, someone who could blend classic techniques with modern trends effortlessly. Her skill and dedication were unmatched, and I knew that together, we could create something unique.

The idea for UNDERFOUND came naturally to us. We envisioned a space where our love for fashion, hairstyling, and music could come together—an environment where people could connect, create, and feel inspired.

The Search for the Perfect Location

Once we had our concept, the next challenge was finding the right place to bring it to life. We spent months exploring Cheshire and Greater Manchester, looking for a location that felt like home. Knutsford was the first place we fell in love with; it had that charm and character we were looking for. But as much as we wanted it to work, we just couldn’t find a suitable spot.

We didn’t give up. We widened our search to nearby towns and eventually found a promising unit in Hale. But, as luck would have it, the space was snapped up before we could secure it. That was a tough blow, but our estate agent suggested another option just down the road in Altrincham.

That’s when we found Red Angel. The moment we walked in, we knew this was it. The owner, Haydn, greeted us warmly, and as we looked around, we could see the potential. The space had the character, the vibe, and the flexibility we needed to make UNDERFOUND a reality.

Building the Dream: The Work Begins

With the location secured, the real work began. At the time, I was still working full-time, which meant that a lot of the physical build fell to Rhiannah and our incredibly talented shopfitter, Lee. Transforming the space was no small feat. We removed old units, laid new flooring, repainted every wall, and even built a till area upstairs and a bar downstairs. It was exhausting, but we knew every bit of effort was worth it.

Haydn, the previous owner, was a huge help during this process. His support was invaluable, and we couldn’t have done it without him. Looking back, I’m so grateful for the guidance and encouragement he provided.

Opening Our Doors: The Path to Success

We officially opened UNDERFOUND on 5th September 2022. The local community welcomed us, but building momentum wasn’t easy. Rhiannah worked tirelessly to establish trust with new clients, knowing that in the world of hairstyling, relationships are everything. It took time, but slowly, UNDERFOUND started to grow.

As we gained traction, recognition followed. We were nominated for several awards, including nods from I Love Manchester, This is Manchester, the Altrincham Chamber of Commerce, and Modern Barber. We even won a prize at the Royal Horticultural Society for our floral-themed window display—something that really showcased the creative spirit of UNDERFOUND.

But it hasn’t all been smooth sailing. Nine months after we opened, I was made redundant from my full-time job. Losing that stable income was a huge blow, especially for a young business like ours. It was a scary moment, but we didn’t let it stop us.

Looking to the Future: Powered by Community

As we approach our second birthday, I’m filled with optimism and excitement. The journey hasn’t been easy, but it’s been incredibly rewarding. UNDERFOUND is more than just a store to us—it’s a labour of love, a space where creativity thrives, and a community comes together.

The support we’ve received from the people of Altrincham has been amazing. It’s what keeps us going, even when times get tough. Looking ahead, I’m excited about what’s next for UNDERFOUND. We’ve got big dreams and plenty of ideas, and I can’t wait to see where this journey takes us.

We’re not on this journey alone and are lucky to have two other team members who share our vision for UNDERFOUND: Phil and Damian. Phil is the epitome of multi-talented — he’s a level 3 barber with over a decade of experience and will be key to the growth of UNDERFOUND Studio. Damian, our new social media manager, also aims to be a lasting part of UNDERFOUND’s future.

This has been a challenging road, but I wouldn’t change a thing. UNDERFOUND is a testament to hard work, passion, and the power of community. And the best part? This is just the beginning.