We are still a family run business with a proud and accomplished 5 generations of hairdressing experience behind us.

1st Generation started in Berwick St W1 in Londons Soho in the late 1890’s with our great grandmother and great grandpa. Their business was a mixture of making clothes and hairdressing.

2nd Generation comprised their four sons and one daughter. Three of the sons were involved in the Hair Trade in Londons Mayfair working with Vidal Sassoon on the Inter Coiffure Show as judges.

3rd Generation was Valerie bell who opened in London Bow E3 and was trained by Raymond of Knightsbridge among others.

4th and Current Generation is Kimberly Bell who has worked in London and Los Angeles as an award winning colourist with 3 L’Oreal Colour Trophy nominations. Kimberly has had and still has an interesting clientele.

Robert Bell has worked in London with Crimpers of Knightsbridge and Los Angeles as an award winning Stylist. He has been nominated for hairdresser of the year and worked on films, music videos, photoshoots. He has written articles and serialised books on the subject of hair.  Robert has had and still has an interesting clientele, some very famous. 

5th and New Generation is now Vidal Sassoon of Mayfair trained Toby Bell. George Bell has trained at The London School of Barbering. 
Together they are the Sons of Academy. So it is true to say that it’s in our blood.

“Fashions change, quality doesn’t”. RB