The Pacific profiles series shines a light on Pacific people in Aotearoa doing interesting and important work in their communities, as nominated by members of the public. Today, Kenichi Aperila. 

All photos by Geoffery Matautia.

Kenichi Aperila (Sava’i, Samoa), better known as “Ken the Barber” of Bay City Tattoo and Barbershop, Rongotai, has been cutting hair for 14 years. Ken is a proud father of two, a Crossfit enthusiast, and  someone his clients trust and open up to. He has garnered a loyal legion of followers through his playful videos on social media. As he tells me, he’s just doing the work he loves and being himself.

What’s your journey to becoming ‘Ken the Barber’?

I grew up in Samoa. Everyone there cuts hair, and my cousins were always giving us haircuts. When my family moved here in 2005, my dad would do me and my brother’s hair and just shave it all off. My brother didn’t like it, so he asked me, “Bro, can you cut my hair?” So I picked up the scissors. Next thing you know I was cutting hair for half the Rongotai College boys. I was cutting by the canteen shop, cutting in our basement, until Mum told us to get out because all the hair was getting everywhere. It started as a hobby. I did it because I liked it, but I never knew I could make a living out of it. Fast forward a few years, and I started working professionally as a barber. I started at Strathmore barbers, then went to Killa Kutz and then Jovani’s in town. 

When did you decide to open your own business?

When I was young, me and the boys used to ask each other what we wanted to do when we grew up. I said, “I wanna open up a barber shop.” Last year I realised I was turning 30 and it’s now or never. I decided at the beginning of last year to go out on my own. It was scary, it’s not easy. But my friends, my family, my missus (Atina), they all encouraged me. I had to bite the bullet. It’s been over a year now and I can honestly say it’s the best decision I ever made. It’s hard but if you do the work you’ll be fine. I don’t wanna leave this life saying, “I wish I did this, I wish I did that.”

Why open a shop in Rongotai, Wellington?

I grew up in this area. I got sick of working in town and I wanted to open something where I was from and give back to my community. I’ve been away for nine years so it was good coming back. The people here are so nice. My partner, Atina, runs Rejuvenate right next to me and there’s the tattoo place upstairs. There are three of us in this unit. 

It’s no easy feat starting a small business, especially in this current economic climate. What have been some of the learnings and lessons so far?

When you go out on your own there’s the fear of losing everything. You’ve got to put it all on the line. If you’re not at work, you’re not getting paid. The hardest part was starting. But once you’re in, it’s all reps. At my old job, I was doing up to 14 haircuts a day. It was hard. I got a mentor and they helped me scale the business so now I’m doing about nine cuts a day. Last year was it only me, but this year I had to bring in another guy, Jeremiah. We used to work together and he lives down the road. He’s a great barber. You have to have a good team. It doesn’t have to be heaps of people but surround yourself with people you can trust and fall back on. 

It’s often said that going to the barber involves more than just getting a haircut. There’s a ritual and a relationship to it. It offers many – especially men– a kind of therapy. What do you make of that?

Hard. With some of my regular clients, I often wonder if they even talk to their partners when I hear some of the things they say to me. It’s like counselling. But I like that people can open up to me. You have to be good with people in this job. I had one guy who used to pay me heaps to do the easiest cut but he wanted to stay longer just to open up to someone. I like knowing that they can trust me with what they’re going through. It all comes down to how you treat your clients.

Who are your main clientele?

Right now, it’s young guys. It used to be kids, but it’s more adults and university students. I’m not sure how they can afford a cut (laughs). But yeah, mainly men in their 20s and 30s. 

What cuts do you like doing and what’s trending at the moment?

I’m open to anything but I like a hard taper. The young ones are really into the Tiktok haircuts. You know, it’s like the mullet with a little taper on the side. Or a burst fade. It’s crazy cos I remember back in the day everyone had the combover. But I reckon the flattop will be back in soon. Afros are great. Just give it a few years. 

You came to our attention through social media with your playful (and really well-edited) videos. Talk me through your approach. 

I was never a social media guy, but when I started the business I found myself getting stuck into the same patterns. I wasn’t growing anymore. It was hard for me because I’ve never been a camera guy, but I told myself I had to do it for the business. At the end of last year, I had 2,000 followers, and now I’m nearly at 12,000. Atina helps me with all the editing. When I first posted, I used to make content for other barbers so they could see my work. But then I had to ask myself, “Why are you trying to impress other barbers? They’re not coming in for a haircut.” So I focused on attracting clients. It works. You find a niche by being yourself. 

What would you say is your point of difference? 

For me, I really care about people. When you sit in my chair, I’ll give you all my time and attention. It’s all about how you look after your client. You have to give them what they need. Pay attention, take your time. I used to do 20-minute cuts, but now I take longer, even up to an hour. I have to spend time with them and give them what they need. People want a quality experience. 

Do you see yourself doing this work forever?

I work toward a five-year plan. I don’t wanna be a 40-year-old barber. Maybe I’ll start another business, and pass this on. My focus for now is to work here for five years and see what happens.

This is Public Interest Journalism funded by NZ On Air.