I walked in The Strand feeling lost (there is not a reception desk upfront and it was my first time there). Within 15 seconds some one came to greet me, take my coat, offer food and drink, and said Cheryl will be with me shortly. I felt comfortable and waited just a few minutes. I got my hair dyed by Cheryl. My hair had dark brown roots and trying to be blond with pink on bottom. I wanted a solid platinum blond. She was confident and said she thinks she can get me platinum today. After she started dying my hair, I realized how difficult this would be to an inexperienced person. She had three different strengths of bleach for the difference colors if my hair. I'm so happy I went to her. Cheryl is a hair aritst! I will go back in two weeks for a second lightening and hair cut. I will post a below before and after. I'm so happy. I highly recommend this place and Cheryl.