About StyleFlo

Every summer our family heads to North Wales. It's been a ritual for as long as we can remember. In 2025 that holiday looked a little different. David and Stef had welcomed a new baby in February, Stef was on maternity leave, and AI was suddenly everywhere.

During that week Stef tried to book an appointment with her hairdresser and couldn't get through. It's something every salon client knows, and every salon owner dreads. Someone said, "Wouldn't it be great if they had a receptionist just to answer the phone?"

We talked it through over the holiday, about who would benefit most and what it might take to build. Then we came home and life carried on, as it does with work and a new baby.

At Christmas we were all together again, and the question came up: had anything happened with the holiday idea? David had registered a domain, styleflo.ai. The next step was to find out what salons already used. When Stef asked her hairdresser, the answer was a little deflating: the salon was going live with SalonIQ the following week.

That turned out to be the most important moment of all. Instead of competing with booking systems salons already rely on, StyleFlo would work alongside them. It answers the calls and chats that would otherwise be missed, and books customers straight into Google Calendar or Microsoft Calendar, or sends them the salon's SalonIQ, Booksy or other booking link.

David has worked in IT since leaving college at 19 with a certificate in computer science. He started in incident management and rose through the ranks to become resilience manager for an international bank. His job is to make sure systems keep working when it matters most, and that's exactly what a receptionist should do.

Stef began her career in purchasing for a large UK retailer before moving into managing import and export container shipping. She knows how businesses run, what suppliers and customers need, and how to keep things moving.

Stuart has worked for a major UK high street retailer since 1995, with more than 1,300 stores and an enterprise website. Over that time he retrained from technology project manager to product owner, and today he manages around 60 releases a week from more than 20 engineering teams. In his spare time he designed and built StyleFlo's AI agent and the systems behind it, acting as both product owner and developer.

Our plan is simple. David and Stef will lead StyleFlo as a family business, and Stuart will step back into an advisory role once it's up and running. Until then we're doing what we set out to do on that holiday: making sure no salon ever misses another booking because nobody could get to the phone.