Birmingham Sunday Mercury Review Jacks of London

A trendy young bloke has just entered Jacks of London Barbershop. But - damn it! - there are no hairdressers available, so he’s going to have to wait 10 minutes. Yet, strangely enough, he isn’t disappointed. In fact, he’s delighted. Waiting is never a chore in Jacks of London. Hopping on to stool in the shop’s gaming zone, the bloke zaps away at one of the many computer games on offer. Then its time to check his emails and listen to some music on the MP3 player. Best of all thought, if he gets thirsty, there’s a free beer on offer!

Brummie Barbershop of the 21st century - where hair is only half the concept. "This is definitely the way forward" says owner Noel Gilronan from Aldridge, Walsall. "I’m the sort of guy who hates queuing for anything, including getting my hair cut, but if I’m being entertained it’s fine."

You don’t make appointments her, you just pop in for a cut. But my customers don’t get bored kicking their heels when the shop is busy "They just have a shot on the playstation instead or check their emails. I’ve seen plenty of guys so engrossed in the games they let people who are behind them in the queue get their hair cut first. They just want to continue playing."

But what about the free beer? Doesn’t that give a whole new meaning to a buzz cut. "This isn’t a pub so nobody gets drunk" says Noel "However, a beer is nice to take the edge off the wait."

Noel 46, previously worked in the Computer Games industry but he always wanted to own a business. So when he heard about a Jacks of London Barbershop in Wimbledon he decided to buy into the franchise and bring the intriguing concept to Birmingham.