GOURMAND, VOL. III * ASH WEDNESDAY

written by ronnie dag

It didn’t start with coffee.

It started with a drink we couldn’t order yet.

Palm Sunday’s first non-hair activation was a wine flight at Paris Paris, smoky, sweet, a little unexpected, the first time we let people taste what we do. Hair as a pairing. Ritual as something you could sip. Then came summer: collagen-infused cocktails, passed around after pilates while everyone sipped and spritzed notes of pink peppercorn.

This was always the point. To create a gourmand moment. Move hair out of the salon and into culture. To make beauty edible. To treat maintenance like everyday luxury.

Because Palm Sunday has never been about routine. It’s about an appetite for discovery.

When Cece joined, she had one very specific goal:

Palm Sunday needed to be on a bar menu.

Not a shelf. Not a service list. A menu.

By December, she and Mack were already circling the idea of a coffee, a soft launch into nightlife by way of daylight. Mack knew Joey from hair school days. They set a meeting with the team at All Is Well. Joey understood the assignment.

Taste tests followed.

Syrup levels adjusted.

Iced then Hot.

Ash Latte was born.

What started as a seasonal drink quietly took over the winter.

From December to February, the Ash Latte lived on the All Is Well menu, our biggest campaign to date ,pulling Palm Sunday into people’s daily rituals without asking them to change anything except what they ordered.

Then we made it worth their while.

Purchase an Ash Latte.

Take a selfie.

Post it.

Get a free blowout!!!!!???? Wow YES.

Suddenly the city was drinking their hair appointments. Street-level Postering turned sidewalks into moodboards. Media picked it up. Now Toronto included.

We threw one last party , serving the Ash Wednesday Latte as an espresso martini.

Ash Wednesday after Dark. Pink lighting , polaroids, a tarot reader and final toast to a collaboration between two neighbouring businesses who understand that the best kind of luxury is the kind that builds community.