J Michaels Salon
Des Moines, Iowa: Five Years of Partnership
“The Concealed Method truly changed everything for our salon.”
- Michelle Ryan, Owner, J Michaels Salon
01 — ABOUT THE SALON
Building a Stylist-First Culture from the Ground Up
J Michaels Salon is a full-service salon in Des Moines, Iowa, specializing in hand-tied extensions using the Covet & Mane concealed methodology. Owner Michelle Ryan leads a team of 35 service providers, united by a shared commitment to education, craft, and the long-term health of every guest’s hair.
Today, the salon averages more than 1,500 guests a month, and 95% of its team is certified in the Concealed Method. Through its partnership with Covet & Mane, J Michaels has built one of the most highly educated extension teams in the Midwest, with expertise spanning advanced installation methods, color customization, scalp and hair health, and long-term extension care.
02 — THE CHALLENGE
A Strong Foundation, But Something Was Missing
Before discovering the Concealed Method, J Michaels Salon was already a recognized name in the Des Moines market, named one of Kérastase’s Top 100 Salons, with a successful hand-tied extensions business. But Michelle knew their existing extension method had limitations, particularly for guests who wanted more flexibility in how they wore their hair, greater customization with extension color, or a more seamless blend across diverse hair textures and curl patterns.
“Concealed became the missing piece of the puzzle. It solved many of the challenges we were seeing with traditional methods.”
— Michelle Ryan
What the team needed was a method that could meet every guest where they were: one that prioritized scalp integrity, natural blending, and long-term hair health without sacrificing artistry or results.
03 — THE COVET & MANE PARTNERSHIP
Education as the Foundation
What began as a method certification has grown into a five-year education partnership. Over that time, Covet & Mane has come on-site to certify 20 of J Michaels’s service providers in the Concealed Methodology, while the team has continued expanding its expertise through immersive educational experiences in Nashville, Mexico, and New York. In 2025, Michelle was invited to open the Covet & Mane Experience in Mexico, where she took the stage to share not only her technical expertise, but also the business practices and strategies that have helped drive her salon’s success, extending that knowledge to fellow salon owners and stylists.
Each year, the salon builds its education calendar in October for the upcoming year, guided by a team-wide survey that captures what stylists are wanting, needing, and inspired by. The result is an intentional, team-driven approach to growth, supported by monthly one-on-one coaching, six education-focused staff meetings (many taught by team members themselves), and two outside artists brought in annually based on the team’s evolving needs.
Twice a year, the salon also hosts internal training sessions dedicated specifically to extensions, ensuring every stylist is aligned on consultations and installations. With eight extension educators on staff, learning happens every day.
“Whether it’s bead placement, sectioning, tension points, or determining the correct number of wefts per row, we make sure every question is answered and every stylist feels supported and confident.”
— Michelle Ryan
04 — THE CONCEALED METHOD
Customization at Every Level
What sets the concealed methodology apart is its inherent adaptability. Through the Concealed Method and Covet & Mane hair, J Michaels is able to serve a wider range of hair types, textures, and guest goals than ever before, including blending multiple textures, such as Silky Straight with Beach Wave, for results that feel completely personalized.
Every installation begins with a thorough consultation, virtual or in-salon, that assesses natural hair density, texture, growth patterns, and scalp integrity before a single bead is placed. The consultation closes with a committed future reservation and a clear plan for maintenance and at-home care.
“We focus on their natural hair density, texture, growth patterns, and scalp integrity to determine everything from bead placement to row positioning and weft distribution. It allows us to create a truly personalized installation while prioritizing the long-term health of the guest’s hair and scalp.”
— Michelle Ryan
Since adopting the Concealed Method, the salon has seen real, measurable improvements: greater guest comfort, more consistent application across all 20 certified stylists, and fewer in-between maintenance appointments, particularly for front corner touch-ups. Guests are staying on their recommended schedule with more confidence than ever.
05 — BUSINESS IMPACT
What Growth Really Looks Like Behind the Scenes
“From the outside, growth can look like overnight success. But behind the scenes, it takes consistency, communication, and a willingness to keep learning.”
— Michelle Ryan
The numbers tell their own story. Covet & Mane extension sales at J Michaels Salon are up 48% in 2026 compared to 2025 YTD, with extensions now accounting for 10% of total salon service revenue and 46% of total retail sales. Much of that growth traces back to stylists educating guests on professional at-home care, supported by a retail bonus program offering up to 20% monthly commission.
For stylists who offer extensions, the impact has been just as personal as it has been financial. Extensions have become a luxury service that raises the value of every appointment while building long-term guest relationships through regular maintenance visits.
“One of the most rewarding parts of building our extension business has been watching our stylists thrive. Seeing them grow personally, professionally, and financially is incredibly fulfilling, because when they succeed, the salon succeeds too.”
— Michelle Ryan
06 — OPERATIONS & SCALABILITY
Systems That Support Stylist Success
Scaling extension services strategically takes more than talent. It takes infrastructure. As an Elite Summit Salon, J Michaels operates on the Summit Salon Business Center framework, with strategic budget guidelines spanning extension hair, retail, education, and operations.
“When it comes to scaling extension services strategically, systems are everything.”
— Michelle Ryan
In addition to the salon’s Level 1 through 10 career path, J Michaels has built an extension-specific performance level system that lets stylists grow their extension business independently of their general service career. A Level 3 stylist, for instance, might also be a Level 2 Extension Artist, advancing in each area based on their own skills, education, and experience.
That dual-path structure benefits everyone. Guests get to choose from a range of price points and expertise levels while still receiving the same consistent Concealed Method. Stylists get a transparent roadmap for growth, with clear expectations at every step. On-site inventory rounds out the system, giving the team flexibility to customize color, mix textures, and accommodate last-minute appointments without delay. And no matter which stylist a guest sees, every consultation follows the same thoughtful process: goals, color, length, texture, maintenance, pricing, and at-home care.
07 — LEADERSHIP & CULTURE
Leading With Clarity, Humility, and Heart
Running a 35-person team while raising four children has given Michelle Ryan a perspective that goes beyond salon metrics. Her leadership philosophy comes down to two things: communication and boundaries.
“You have to learn how people respond, how to have professional conversations without making them personal, and how to approach difficult moments with humility. Sometimes you have to pause, recognize when something is not working, pivot, and continue moving forward in a stronger and better way.”
— Michelle Ryan
That same clarity has helped build a community of 20 certified Covet & Mane stylists who trust one another, lean on each other for support, and share a consistent approach to consultations, installations, and guest care. It has also become a powerful recruiting tool: hosting Covet & Mane education in-salon has inspired cosmetology students to pursue careers at J Michaels Salon, drawn by the team’s visible commitment to ongoing growth.
“Clear and transparent communication with my leadership team has been one of the most impactful habits in growing both the business and our culture. When people understand the ‘why’ behind decisions, it creates alignment and trust throughout the entire team.”
— Michelle Ryan
08 — RESULTS AT A GLANCE
Five Years. Real Numbers. Lasting Impact.
“We understand extensions are not for everyone, but for the right guest, they can be life-changing. They help people achieve hair goals they once believed were impossible.”
— Michelle Ryan, Owner, J Michaels Salon