How Supply 91 Became One of London's Most Awarded Barbershops with Maxwell Oakley

What does it take to build a barbershop that clients actively recommend, industry leaders recognise, and customers keep returning to?In this episode of Yours for the Making, Robin Johnson sits down with Maxwell Oakley, co founder of Supply 91 Barbers Extraordinaire, to explore how a small lockdown startup grew into one of London's most respected barbershop brands.Maxwell shares the story behind Supply 91, from opening a tiny Islington shop with furniture from Ikea and very little cash, to winning GQ Barber of the Year and expanding across London. The conversation explores customer experience, hospitality, business growth, staff training, company culture, leadership, client retention, marketing, data, and the realities of scaling a service based business.Along the way, Maxwell discusses working with celebrity clients, why listening is the most underrated business skill, the importance of hiring for attitude, and how strong systems help creative businesses grow without losing their identity.If you run a creative business, work in hospitality, own a salon or barbershop, or want to understand how customer experience drives growth, this episode offers practical insight from someone building one of the most talked about brands in the industry.Key Topics CoveredBuilding Supply 91 during lockdownGrowing from one barbershop to four London locationsWinning GQ Barber of the YearWhy listening creates loyal customersCustomer experience and hospitality lessonsHiring for attitude over technical skillCreating a strong company cultureTraining barbers and developing talentUsing customer data and retention metricsExpanding a premium service businessCelebrity clients and cutting famous facesLaunching a new hair product for menEnjoying the show?Leave a review, follow us, and share the episode with a fellow maker. New episodes every week with artists, designers, craftsmen and creators from around the world.Yours for the Making with Robin Johnson is the podcast that celebrates creativity, craftsmanship, and the art of making. Hosted by Robin Johnson — founder of Johnson Bespoke and BBC presenter on The Travelling Auctioneers, The Restorers, Woodland Workshop — this podcast dives into the stories of makers from all walks of life. From woodworkers, metal fabricators, and chefs to artists, designers, and hobbyists, each episode offers real conversations with the people behind the things we love.Whether you're a hands-on creative, aspiring artisan, or simply curious about how things are made, this podcast offers inspiration, insight, and practical wisdom. Expect behind-the-scenes stories, lessons in process and passion, and a celebration of the maker movement in all its forms.Subscribe now and follow Yours for the Making wherever you listen to your favourite podcasts.Key Moments:00:00 How Supply 91 started during lockdown02:34 Winning GQ Barber of the Year03:53 The secret behind customer loyalty08:05 Why craft fundamentals matter13:43 Growing from one shop to four locations15:30 Creating a premium experience for men16:40 Why barbershops build community21:45 Hospitality lessons every business should learn25:26 Building culture through onboarding and training31:10 Hiring attitude over skill33:10 Scaling a business without outside investment39:05 Why every business needs a great accountant42:00 Risk taking and business growth48:38 Using customer data to make better decisions50:45 The power of client retention55:02 Working with celebrity clients59:34 Advice for his 18 year old self01:00:43 The future of Supply 91 and new product launches