Episode at a glance: Jackie Hindeman, co-owner of Poppy Salon, joins Behind the Brand to share how she, her sister Alex, and best friend Nikki built Central Minnesota’s most award-winning salon. She talks about focusing on core services, guest care, continued education, working with business partners, and rebranding in 2023. The most useful takeaway: evolving your brand even when things are working can be a bold move worth making.
Listen to Episode 024 of Behind the Brand
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Episode chapters
- 00:00 The Birth of Poppy Salon
- 02:50 Building a Trustworthy Brand
- 05:36 Staying Ahead of Trends
- 08:40 The Importance of Continuous Education
- 11:15 Rebranding and Evolution
- 14:16 Navigating Business Relationships
- 17:09 Embracing Change and Feedback
- 19:50 Future Aspirations for Poppy Salon
- 22:38 Advice for Family-Owned Businesses
When you think of trailblazers in the beauty industry, your mind might go to New York or LA. But in Central Minnesota, there’s a different kind of powerhouse making waves — and her name is Jackie Hindeman.
Jackie, co-owner of Poppy Salon, joined us on Behind the Brand to share what it takes to build a business people genuinely trust, how to stay relevant in a fast-moving, style-forward industry, and why evolving your brand even when things are working is a bold move worth making.
Spoiler: It all started with a hot tub, a bottle of wine, and a dream shared by two sisters and a best friend.
How did Jackie Hindeman start Poppy Salon?
Poppy Salon was born from grief — and grit. After the sudden loss of her father, Jackie left her career at the well-known Juut Salon in Minneapolis and moved home to reconnect with family. What followed was a late-night, wine-fueled conversation with her sister Alex and best friend Nikki about opening a salon of their own.
The name “Poppy” — an homage to the memorial flower and, quietly, to her dad — was the only one they could all agree on. And with that, their journey began.
Twelve years later, Poppy is Central Minnesota’s most award-winning salon and a benchmark for what it means to combine beauty with purpose.
What Makes Poppy…Poppy?
Some salons do it all. Poppy figured out what they do best — and stuck to it.
“We’ve done everything over the years,” Jackie shared. “But now we’ve honed in on what we’re great at — haircuts, color, and facial waxing.” Instead of spreading themselves thin trying to be everything for everyone, they narrowed their focus to elevate their core services to a higher standard.
What’s more impressive? They don’t hoard knowledge or operate with a scarcity mindset. If Poppy doesn’t offer something, they’ll happily recommend a local salon that does — even if it’s technically “competition.”
This spirit of abundance is part of what sets Poppy apart.
A Client Experience Worth Talking About
At Poppy, guest care isn’t just a value — it’s a strategy.
From the minute clients walk through the door, they’re greeted with warmth, comfort, and professionalism. From smiling faces at the front desk to snacks and on-time services, every detail is intentional.
Jackie credits their ability to bring big-city talent and trends into the heart of Minnesota: “I wanted to mirror what I saw in Minneapolis salons and bring that level of service and creativity here.”
How does Poppy Salon stay ahead of trends?
Poppy has built a reputation for staying ahead of the curve — even in a market that tends to be the last stop for national trends. How do they do it?
“We look to the younger generation for inspiration and reassurance,” Jackie said. “Like, are we still cool?”
They also double down on continued education. From in-salon trainings to international opportunities (like a trip to Canada to train with the creators of their premium color line, Oligo), the team never stops learning — and it shows.
How do the Poppy Salon co-owners divide their roles?
One of the most compelling parts of Poppy’s story is its leadership: two sisters and their best friend. That dynamic could be a recipe for disaster — but for them, it’s a dream team.
Yes, there have been disagreements. But there’s also deep respect, clear roles, and a shared mission. Over time, their responsibilities evolved: Jackie handles operations and marketing; Alex manages inventory and teaches extensions; Nikki leads stylist education and oversees backbar operations.
“We don’t have a lot of time together,” Jackie said. “But we make Tuesdays our meeting day — to regroup, align, and make decisions.”
Why did Poppy Salon rebrand when business was working?
Poppy had achieved what many small businesses only dream of: loyal clients, glowing reviews, and eight years of “Best of Central Minnesota” wins. But in 2023, they made the bold decision to rebrand.
Why fix what isn’t broken?
“Because we had grown up,” Jackie explained. “What was cool to us then isn’t what’s cool to us now.”
With help from the Moxie Creative team, they shifted from a more playful brand style to a minimal, sophisticated look — reflecting not only where they are now, but where they’re headed.
The process wasn’t always easy. There were back-and-forths, pauses, and “trust the process” moments. But the result? A brand that finally felt like Poppy again.
How does Poppy Salon handle stylists who move on?
In an industry often clouded by competitiveness, Poppy is refreshingly different.
When stylists move on to start their own salons or try something new, Jackie and her team don’t take it personally — even if it stings a little.
“Everybody has their own dreams and aspirations. And so did I,” she said.
They support past employees, visit their new spaces, and celebrate their success. It’s not just good karma — it’s smart leadership in an industry built on relationships.
What’s Next for Poppy?
With nearly a decade in their current location, the team is starting to think about their next move — maybe building a standalone space or expanding their footprint in a new direction.
Whatever the future holds, it’s clear Poppy will continue to do what they do best: evolve with intention, lead with kindness, and create a space where people feel confident — both inside and out.
Key Takeaways from Our Conversation with Jackie
Poppy Salon started as a dream among friends.
Customer service is a top priority at Poppy Salon.
Staying ahead of trends is crucial in the salon industry.
Continuous education for stylists is essential.
Rebranding can be a necessary step for growth.
Navigating business relationships requires open communication.
Embracing feedback is vital for improvement.
Supporting other salons fosters a positive community.
Confidence and authenticity are key in business.
Mistakes are valuable learning opportunities.
Tune In and Get Inspired
Whether you’re dreaming up a new business, evolving an existing brand, or figuring out how to pivot with purpose, this episode is packed with inspiration. Jackie’s story is proof that bold moves, strong values, and creative partnerships can take your brand to the next level — and that trusting the process really does pay off. If you’re ready to shake things up, tell your story better, or bring your vision to life, let’s talk. At Moxie, we love working with passionate business owners like Jackie and turning great ideas into standout brands.
Frequently Asked Questions
Who owns Poppy Salon?
Poppy Salon is co-owned by Jackie Hindeman, her sister Alex, and their best friend Nikki. Jackie handles operations and marketing, Alex manages inventory and teaches extensions, and Nikki leads stylist education and oversees backbar operations. The three meet on Tuesdays to regroup, align, and make decisions.
Why did Poppy Salon rebrand?
Jackie Hindeman says Poppy Salon rebranded in 2023 because the owners had grown up, and what felt cool to them then was not what felt cool now. With help from Moxie Creative, they shifted from a playful brand style to a minimal, sophisticated look. Jackie says the result was a brand that finally felt like Poppy again.
What services does Poppy Salon focus on?
Jackie Hindeman explains that Poppy Salon has honed in on what it does best: haircuts, color, and facial waxing. If Poppy does not offer a service, the team will happily recommend a local salon that does. That spirit of abundance is part of what sets Poppy apart.
How did Poppy Salon get its name?
According to Jackie Hindeman, the name Poppy is an homage to the memorial flower and, quietly, to her late father. It was the only name she, her sister Alex, and her best friend Nikki could all agree on.
