Founders of CHURCH CALIFORNIA, Ryan and Beatrice Gonzalez spent years honing and developing wild-grown products for well-groomed people. Now, with the help of lead educator Brandon Faulks, Church CA Pro is blooming bigger than ever.
The team began travelling in May on a mission to grow the brand’s education and ambassador program by opening the door to a wider network of barbers, putting product knowledge and strong technical foundations at the heart of the program.
Pandemic Pivot to Program Lead
Brandon never envisioned himself becoming an educator, but when the pandemic hit, he went looking for a stable, hands-on career. After he picked up his first pair of shears and enrolled at an Aveda Institute, where he admits to “not being the best student”, before working in a classic barbershop.
Eventually joining Church Barber in San Francisco, founder Ryan sent him to his first class. “That opened my eyes to looking at barbering as more of a craft than a job. My first year, I did about seven or eight in-person classes. I kind of got addicted to it,” Brandon said.
Passing it Forward
As his knowledge grew, he looked for ways to share it. That started with peer classes inside the shop, taking what he’d learned and teaching it to the other barbers at Church. After hosting classes at True System, Brandon began experimenting with a model designed to remove financial barriers.
“About a year ago, I started offering pay-what-you-can classes,” he said. “I wanted to make education more approachable for people at all different stages of their careers. That has developed into Church California Pro Education as it is now.”
Section First, Style Second
Technique sits at the core of the curriculum, starting with sectioning. “Once you learn how to section, you can easily guide yourself through the haircut,” Brandon explained. “One section can be eight different haircuts, if not more. It is about choosing the length and texture that are suitable for the client.”
Technique and precision are only half the story, though. “I like to remind them that they are artists,” he said. “It is not about cutting like a robot. It is about learning precise techniques but also cutting hair as an artist and creating your vision.”
No Hard Sell
Church California Pro products knowledge is built into the classes, but never as a sales pitch. “The hair comes first,” Brandon said. Classes cover cutting techniques, then styling, showing barbers how to choose products based on a client’s style and hair type, so they can better educate their own clients.
“I have been to classes where the whole thing seems like a sales pitch, and that approach rubs me the wrong way. I always make sure it is hair first, and then we can talk about the product.”
Who’s Next?
As the ambassador network grows, Brandon wants growth to be gradual, organic and driven by genuine passion, not social media numbers.
“Experience or following is not the biggest thing to look for,” he said. “It is someone who is genuinely passionate about barbering and wants to help others. Are you truly passionate about hair, and are you truly passionate about helping other people get better?”
Whether you want to sharpen your technical foundations, embrace your artistic side or take the next step towards becoming an ambassador or educator, Church California Pro has a place for you. Find out more at pro.churchcalifornia.com.