Containerville isn’t the sort of place you stumble into by accident. Tucked behind the main road, just off the canal at 1 Emma Street in Hackney Wick, its cluster of converted containers feels slightly separate from the rest of London — practical, creative, a little rough around the edges in a way that makes the spaces inside feel intentional rather than styled.

Not Just Blond occupies one of these units — a small hair (and soon to be wellness) studio founded by Daniela and Domenico, built around just a few chairs. From the outside, it looks modest; inside, it feels deliberate. It’s immediately clear that the scale is the point. There’s no background noise from other clients, no rows of multiple mirrors, no sense of being moved along. Just soft light, a place to sit, and a space that feels clear in its purpose.

Daniela, co-owner and head stylist greeted me as though I’d been coming for years. Tea appeared without much fuss, and within minutes we were talking — not just about hair, but about life, work, the usual small threads that make a conversation feel real. It didn’t feel like a consultation in the formal sense, but the important questions were all there: how I wear my hair day to day, how much effort I realistically put into it (the realities of my travel schedule play a big part here), what I like, what I don’t, what I’m hoping for without quite knowing how to describe it.

Daniela explains her approach simply: “Listening to a client’s lifestyle and how they want to feel is just as important as how they want their hair to look.” She speaks with the calm certainty of someone who has spent years observing what works — noting face shape, natural texture, skin tone, and the level of maintenance someone is genuinely willing to commit to.

I had arrived feeling that my hair was fine but uninspired — slightly dull, lacking softness, not quite sitting right. We talked about keeping things natural: brightness without obvious contrast, movement without heavy layering, something that would still feel like me.

Daniela’s approach centres on working with what’s already there. “I normally work respecting the client’s natural base, always trying to achieve a natural look with dimension rather than strong colour that becomes difficult to maintain,” she explains. “Using something that grows softly after months.”

That idea – hair that still makes sense as time passes – felt refreshing in a world of instant transformations.

The story of how Not Just Blond came to exist is rooted in persistence rather than a single moment. Domenico explains that from the beginning, they knew they wanted to build something together, though the exact shape wasn’t clear. “We wanted to open a salon built around client experience — something exclusive for Daniela’s clientele and something that could evolve,” he says.

The search for a location proved challenging until an unexpected discovery. While visiting a tattoo artist, Domenico found himself in Containerville and immediately recognised its potential. He had long been drawn to compact living spaces — “tiny containers” as he describes them — and saw the setting as a natural fit. He went home and told Daniela he had found the place.

The name followed its own path. After exploring several options, they settled on Not Just Blond — a phrase that carries both humour and intention. “It represents that it’s not just about appearance,” Domenico says. “It’s about personality, depth and creativity.” Importantly, it also signals that the studio works across all hair colours and types, despite what the name might suggest at first glance.

As we talked, it became clear that the one-to-one structure evolved organically. “We realised clients valued intimacy and personal attention,” Domenico explains. “So we built the experience around that — consultation, service, conversation.”

He describes the studio’s philosophy simply: “Calm. Personal. Private.”

Back in the chair, Daniela began working with quiet concentration. Without the background noise of a larger salon, every movement felt considered. Conversation flowed easily — sometimes animated, sometimes companionable in its pauses.

At a certain point, I found myself saying something I rarely say: “do what you think is best”. The trust felt natural rather than dramatic — built through conversation rather than persuasion.

Daniela speaks about inspirational images with a practical mindset. “I reflect inspiration into something personal,” she says. “Not all looks are suitable for everybody — honesty is important.” Her focus remains on creating something that suits the individual rather than replicating an idea.

As the colour developed, we spoke about maintenance and the realities of keeping hair healthy. Daniela emphasises consistency over quick fixes. “Using the right products makes a huge difference,” she says. “I always guide clients when it comes to aftercare at home.”

Product choice is another area where intention shows. The studio works with Davines, a B-Corp brand known for its plant-based formulations and environmental focus. Domenico notes that sustainability is something they are always looking to improve – it sits at the forefront of their thinking, with small decisions made consciously day to day.

Between steps, Domenico spoke about the broader vision for Not Just Blond. They are preparing to open a treatment space next door (Not Just Beauty) that will introduce services such as Japanese head spa rituals, relaxation treatments and red light therapy. The aim is to connect beauty with wellbeing in a way that feels integrated rather than separate. The brand – NJB – clearly has room to grow. “We’ve always wanted to expand into spaces that connect beauty with wellness and mental health,” he says. “It’s a multi-sensory experience — calming and restorative.”

As Daniela moved into the cut, the focus shifted to shape and movement. She worked carefully, refining rather than reshaping, creating softness through subtle adjustments. Watching in the mirror, I could see the logic of each decision — nothing excessive, nothing rushed. When she finished drying my hair, the result felt immediately right. There was brightness without harshness, softness without loss of structure. Running my fingers through it, I noticed how smooth it felt — lighter, healthier, more natural.

It’s subtle – not just the appearance, but the way you carry yourself afterwards. 

Before leaving, we spoke briefly about the community that has formed around the studio. Domenico describes Not Just Blond as a place where connections develop — clients from different creative fields meeting, conversations continuing, collaborations emerging. 

Stepping back into the yard at Containerville, the late afternoon light caught the metal edges of the containers, and the hum of activity continued around me. I paused briefly by a window, catching sight of my reflection — hair falling easily, brighter than when I arrived.

There’s a straightforward honesty to what Daniela and Domenico have created: a studio built on attention, conversation, and the belief that care should feel personal rather than procedural. It’s a model that relies less on scale and more on intention — something increasingly rare, and quietly compelling. 

W: Not Just Blond

Written by Emma Blunt for Luxuria Lifestyle International