Local boy trades knives for scissors.

George Averill 31, a Ledbury boy born and bred, has won a prestigious national award at this year’s 2021 British beauty awards.

George has spent half of his life in the meat trade, plying his trade and skills at one of Ledbury’s busiest butchers shops but, five years ago in an alternate Sweeney Todd-esque kind of a way, he decide he fancied a change and realize his dream of becoming a barber, as he says “instead of cutting meat, I wanted to cut peoples hair.

After studying at London’s total school of barbering and gaining further experience at friends barber shops he decided to take the plunge and open up his very own traditional barbers shop. I asked George how it all started.

Barbering is something I’ve always wanted to do so, after completing my training and gaining experience I finally decided to take the plunge and open my own shop. I opened my own shop in 2017 and what a journey its been. Especially during the pandemic…

I like to keep my eye on what’s happening in my trade, and am always attending courses and learning new style, new techniques. I knew there was awards out there like in any trade but didn’t think much of it, being a relatively newcomer.

So, you can imagine how shocked I was to find out I had been nominated in the 2021 beauty awards for best barbers shop.

Because of covid the award ceremony was live on YouTube, I sat through the ceremony waiting for my category, not really paying much attention as I didn’t think I stood a chance but was knocked sideways when my name was announced, I had come first and won gold. I was completely overwhelmed, and genuinely stunned, I couldn’t believe it.

I truly know this is down to the support of my wonderful family and friends but more importantly, my amazing and loyal customers, I sincerely cannot thank you enough...

The barbering landscape has changed a lot over the years, we are more than just a haircut. When you sit in the chair we become your therapist, with scissors and will listen to your troubles or on the flip side have a good giggle and the craic with you, or, if you just want to say hello and sit quietly that’s no problem too. In these times of burgeoning mental health issues and us blokes typically bottling it up and keeping stumm on the subject, the barbers chair is always here with a friendly ear what said in the barbers shop, stays in the barbers shop, like I mentioned earlier, its more than just a haircut. My loyal customers have become more like friends and friendships are formed that can last a lifetime, and long may it continue.

I have big plans moving forward, me and my partner, who is a tattooist, have just completed a body piercing course so, in the not-too-distant future my dream barber shop will not only be offering haircuts, but tattoos and piercing as well. So, watch this space, the journey continues