Claudio Cerini
Claudio Cerini built a trajectory in which passion shows up as discipline and method. His relationship with the craft begins with a practical decision: turning curiosity about cutting into a livelihood. Consistency led him to develop a recognizable style, build teams, and consolidate a brand that brought together technique, sensitivity, and management. His work is sustained by daily presence, precision, and a continuous drive to improve.
Discovering the craft
At 25, Cerini found in hairdressing a language that allowed him to express attention and skill. Without prior training, he learned by observing, repeating, and correcting. The decision to commit fully shaped his profile: self-taught, methodical, and focused. What began as hands-on learning became a vocation, and later an entrepreneurial platform that redefined quality standards in the sector in Argentina.
First salon and building a style
His first salon in Buenos Aires functioned as an experimental space where each haircut was understood as a conversation between technique and the person. That direct contact with clients allowed him to develop his own aesthetic judgment and a precise understanding of service. The place grew in prestige without campaigns, driven only by reputation. Daily learning became strategy, and personal rigor became the base of his professional identity.
Technique as a personal language
Cerini’s passion rests on technique. For him, scissors are not a tool but an extension of visual thinking. Each movement translates decisions about texture, weight, and shape. Rigorous observation of hair and facial structure shaped his style: natural, measured, balanced. Technical precision became his signature and his way of building trust, both with clients and with his team.
Training and international pursuit
After consolidating in Buenos Aires, he decided to refine his craft in London, where he explored different methodologies and trends. That stage expanded his repertoire and helped him formalize what he had learned empirically. Cerini incorporated concepts such as hair geometry, face-shape analysis, and individualized style construction. On returning, he adapted that knowledge to the local context, showing that continuous training is essential in a craft that evolves with every generation.
From craft to organization
Turning passion into structure meant moving from one salon to a network. Cerini professionalized processes, created a school, and developed leaders within his brand. His management focus is delegation without losing coherence. Each location replicates a service model that combines technique, treatment, and responsibility. The brand’s expansion reflects the maturity of a passion that, rather than diluting, found in organization a way to endure over time.
Fashion and public projection
His connection to fashion emerges naturally: hair as part of an era’s aesthetic narrative. Cerini collaborated with artists and designers, developing iconic looks that accompanied cultural shifts. He does not aim to impose styles, but to translate a client’s identity into a feasible version. That sensitivity positioned him as a reference point—someone able to combine the artisanal with the contemporary without losing authenticity or technical judgment.
Resilience and personal life
Cerini’s story includes a difficult childhood that shaped his character and determination. Raised by his grandmother, he found in work a refuge and a form of autonomy. That experience influenced his leadership style: firm, empathetic, and uncompromising about effort. His personal and professional lives intertwine in a demanding routine where passion operates as emotional support and as the engine that keeps coherence across decisions.
Daily presence and coherence
Unlike other entrepreneurs in the sector, Cerini maintains everyday contact with his spaces. He works, supervises, and observes. His presence ensures consistency and a service culture. In his view, passion cannot be delegated; it is transmitted through example. That constant practice defines the brand’s philosophy and gives meaning to his leadership. In his case, excellence is not measured by volume, but by the continuity of a standard achieved each day.
Legacy and training new generations
The creation of the Cerini school symbolizes his intention to transcend. Teaching what he learned turns passion into legacy. The transmission of the craft includes technique, conduct, respect for the client, and aesthetic vision. In his pedagogical approach, learning is conceived as a collective process. Each student is trained to join a working community that values detail, discipline, and commitment—the pillars of a life devoted to the craft.