Goldust Studios
Goldust is a magical corner of the universe where a haircut is never just a haircut. There’s a little bit of alchemy happening here. You come in thinking you need bangs and leave feeling like someone rearranged the furniture in your brain. The space is warm, weird, playful, deeply considered, and completely uninterested in telling you what beauty is supposed to look like. Somehow, a little magical fairy dust gets infused into your day.
photos of Goldust Studios and the Goldust Oracle Deck
At the center of it all is founder Emily Katz. You know that girl who is effortlessly magnetic, creative, playful, and insanely stylish? She would never say it (annoyingly, she is humble too), but that is Emily. Don’t mistake all that whimsy for naivety, though. She’s been at the helm of her own beauty business in Chicago’s West Loop since she was 23, building Goldust into a salon that feels as much like a creative clubhouse as a place to get your hair done. Think modern-day Stevie Nicks with the entrepreneurial tenacity of a trampoline.
And then there’s the actual hair. Emily cuts deep with the razor so well you can air-dry, bangs so tender they fall off the bone, and color that somehow looks like it could have been your birth hue while growing out for months without betraying you. She is, of course, also the queen of the non-updo updo. It all comes back to the same philosophy that makes Goldust feel so special: your hair should feel like you, not like you’ve been polished into somebody else. If your vibe is perfectly fucked up, you’ll get along just fine.
1. The Beginning
What inspired you to open Goldust Studios, and how does the name reflect your approach to hair and artistry?
Goldust Studios grew out of the wedding work Kelly, my best friend, and I were doing through Goldust Woman. We wanted to work together every day instead of bouncing between separate salons and running trials out of our apartments.
The name came from a brainstorming session with Kelly’s friend, and our business cheerleader, Layne Jones, founder of Endora Bohemian in Saugatuck, Michigan. We were committed to building something of our own. From the moment I walked into 333, unit 206, I couldn’t stop thinking about it. It wasn’t perfect, but it felt possible, and with Kelly all in, the dream started becoming a reality.
The space was inspired by a private loft I once worked out of in Brooklyn. It was tucked away and creatively potent, and I wanted to recreate some of that feeling here.
Goldust comes from “Gold Dust Woman” by Fleetwood Mac. Stevie Nicks is our lord and savior and our shop dog’s namesake, lol. There’s one lyric that captures our philosophy perfectly: “rulers make bad lovers.” Goldust rejects hierarchy in favor of shared creativity, collaboration, and personal expression.
The song has a more literal translation for Kelly and makeup. She sprinkles her magical Goldust on people as the self-esteem makeup fairy she is!
2. The Goldust Philosophy
How would you describe the signature “Goldust” haircut or styling philosophy?
The Goldust approach is simple: hair that makes you happy.
We believe hair should support your lifestyle, not complicate it. Cuts that air-dry well, grow out gracefully, and color that doesn’t lock you into a rigid maintenance schedule.
Perfectly fucked up is its own aesthetic, but at the core, our work is about honoring authenticity and self-expression. Everything is fully custom, designed around who you are and how you want to move through the world.
3. Building Trust
When you’re creating a look for someone, what’s the first thing you pay attention to: personality, lifestyle, hair texture, or something else?
Ooo, the first thing! You really nailed them all. Body language is just as important because it says so much. How people touch their hair, whether they seem nervous, all of that guides how we ask questions or share visuals until trust is built.
It’s normal to be nervous about a new cut in a new space. I love asking people how they want to feel when they leave their appointment. That helps me gauge what kind of change they’re ready for.
4. Transformation
What’s a haircut or transformation you’ve done that felt especially meaningful or memorable?
I’ve had the privilege of building long, beautiful relationships with people and watching them grow and evolve. It’s such an honor to be a part of that transformation.
Recently, one client I’ve been doing hair for since they were 8, they’re now 14, came out and wanted their hair to be a little gayer. I was actually a tiny bit more nervous for this haircut because I think we’ve alllll had that one cut in high school that didn’t turn out the way we wanted it to, and I really wanted to land their vision.
BUT they loved it so much!
Watching someone make the vision of themselves on the inside match the outside is sooo beautiful. It’s truly what it’s all about.
5. Creativity + Business
As both a stylist and small business owner, how do you balance creativity with the everyday realities of running a studio?
Hehe, I don’t. I think it took me over two months to answer these questions!
The list gets longer every day. I’m always adding ideas and to-dos. Logistically, it looks like admin things on Mondays and computer work before I see clients only. After work, my brain is like dirty dish water. Whatever I do at night, I end up redoing in the morning.
I’m also incredibly fortunate to have found support. Three years ago, I was looking for a new virtual assistant and found Tara. There isn’t a neat little title to wrap up in a bow all she does, but she has a huge variety of skills and is a wiz at tech, art, social media, Notion, astrology, tarot (hi, Goldust Oracle Deck), marketing, digital organizing, design, DJing, being a business sounding board, and generally making business ownership less lonely.
Personal creative projects do get pushed aside, or rather, they’re waiting in the wings for the right time. After year four of operating, I realized that being creative isn’t a luxury. It’s something I have to prioritize to stay inspired.
The good news is that running a business is inherently creative. But sometimes you need to get your hands dirty or return to a craft to stay connected.
6. Behind the Scenes
What is something clients don’t often see behind the scenes that’s essential to your process or studio experience?
I think our clients find us because they are aware of all the little things we do behind the scenes that make our shops vibe. I’m a details person at heart. Everything is done with intention and care, from salon policies that center stylist care to the details around the shop to a custom haircut with a side of tarot reading :)
One thing I’m really excited about right now is a new tea blend we’re developing with our neighbors in the building, First Curve Apothecary. I didn’t know what flavor of tea I wanted, but I knew how I wanted people to feel while drinking it.
Alex, the owner, was super creative during our brainstorm. I threw out a bunch of feelings, and he turned them into some delicious potions!
7. Chicago
How does being based in Chicago shape your work, whether through your clientele, the creative community, or neighborhood energy?
Chicago is filled with creative collaborators! People aren’t afraid to do something for the art of it or a little DIY style. Looking outside of your business or art form for inspiration is so important. You never know how someone else’s process will inspire you.
333 Oakley is a very special building, and our neighbors here are huge sources of support. I feel very grateful for them. Fawn at the Digs, a ceramics studio upstairs, has been such a pal. We bond over building things, our love of Notion, and annoying tax things. They also always send me the meme I didn’t know I needed that day.
Client-wise, being in Chicago means you get a whole range of vibes. People want to look good and cool, but their hair also has to keep up with them and all the hats they wear! A great bang that makes someone feel like their shit is together when they pull their hair back, when really it’s just wash day, goes a long way.
The hair needs to be able to change as fast as our weather, lol.
8. Right Now
What’s an unexpected trend, technique, or styling approach you’re currently loving?
I am loving short hair right now! The bobs are getting shorter, even creeping into mixies, bixies, and pixies.
It’s really fun to witness people realize they can try the short cut they’ve always wanted. Cutting off your hair is so empowering!
Christy Turlington’s hair from the ’90s has been a very unexpected trend, but it’s such a cute shape, even leaning a little Princess Di.
9. The Best Compliment
What’s the most meaningful compliment or piece of feedback you’ve received from a client?
It has to be tied up in how a transformation or cut makes them feel. Whether it’s, “I’ve always wanted bangs and finally did it,” “This is the gay haircut of my dreams,” or simply having a cut that makes styling easier.
Honorable mention to the client who told me her cut was so eco-friendly because she didn’t have to blow-dry her hair anymore!
Helping people become their most authentic selves through their look never loses its meaning.
Non-hair-related: any time a client says the studio feels homey. We did all the work ourselves, so when people can feel the love we hammered, tiled, painted, and poured into our space, that never gets old.
10. Personal Style
If you could offer one piece of advice to someone wanting to elevate their personal style through their haircut, what would it be?
Hair is a huge part of personal style. A statement cut can make a simple outfit look cunty.
Whatever style you choose, factor in your lifestyle, your commitment to styling, and your hair texture.
11. What’s Next
What dream collaboration or creative project do you hope to bring to Goldust Studios in the next few years?
I have so many things in the works right now, but I’m not ready to share them!
I’m always throwing spaghetti at the wall to see what sticks. Unfortunately, or fortunately, my brain is a never-ending idea factory.
Stay tuned.