Today we’d like to introduce you to Ashley Hernandez.
Hi Ashley, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
When I think about where my journey into the beauty industry began, I realize it started long before I ever held a pair of shears. I grew up in a family where looking your best wasn’t just about clothes or hair, it was about creativity, confidence, and expressing who you were. Some of my earliest memories are rooted in fashion and beauty. As a little girl, I loved playing dress-up in both of my grandmothers’ clothes, shoes, and jewelry. I loved the feeling of transforming myself and seeing how something as simple as an outfit or accessory could make you feel completely different. I used to sit beside my grandmother, who was a seamstress and had worked for a fashion designer and would watch her sew, create, and bring her ideas to life. Being able to see that creativity up close made a lasting impression on me. Surrounded by style, great hair, and creativity from an early age, I naturally gravitated toward fashion and art. As a child, I dreamed of becoming a fashion designer. I loved colors, textures, and creating beautiful things.
As a teenager, I worked at a department store and loved being surrounded by fashion, beauty, and helping people feel confident. I studied fashion merchandising in college. While I was in school, I was offered a job working front desk at a high end salon. Being immersed in that environment changed everything. I was inspired every day by the creativity, artistry, and relationships I saw between stylists and their clients. The team I worked with encouraged me to consider hairdressing, reminding me that it was the perfect blend of fashion, creativity, and would be a career that would always be in demand.
I enrolled in cosmetology school and, after graduating, began my apprenticeship at that same salon. I was fortunate to learn under the guidance of many gifted and accomplished stylists. They taught me that great hair is about understanding and mastering technique, utilizing continuous education, and helping people feel like the best version of themselves. That foundation shaped the stylist I am today. I believe beautiful hair should be customized to each individual, and I’m passionate about continuing my education so I can bring my clients the latest techniques while never losing sight of the personalized experience they deserve. I never lost sight of the fashion world and was able to do hair behind the chair as well as doing hair for photoshoots, fashion shows, music videos, celebrities, and many other fun editorial experiences. Continually immersing myself in the latest trends, techniques, and fashion.
My drive for continuing education brought me to work for Davines for six years. I was surrounded by like-minded individuals who were interested in the science and chemistry of why products do what they do to the hair. It helped my ability to diagnose and come up with proper plans to help my clients have the healthiest version of their hair. I was able to travel and teach at other salons and share everything that I had learned about color theory, chemistry, trends, techniques, and helping clients feel their best. During this time, I decided to pursue acupressure, alternative medicine, and other methods of natural healing. I truly believe that health and stress contribute to hair and I wanted to be able to look at every angle from an educated standpoint.
Fast forward to today and I still use those products and methods in my salon. I have a suite located in the Edgehill/Music Row area with my business partner bestie, Beth. We always dreamed of having our own space. Beth and I worked at two different salons together and have been inseparable ever since. We are a package deal. We wanted to create an inclusive and cozy space where everyone feels welcomed and safe. That’s where Kokoro Concepts came into the picture. Kokoro is Japanese for “heart,” but it’s also a concept for mind, body, spirit and how those are all synergistic. For us, beautiful hair is more than appearance. It’s about creating something that feels authentically you. We look at the whole picture in order to help you reach your hair goals. Now with over 20 years of experience, I am so glad my life lead me in the direction it did. I value all of the relationships I have in my clients and friends I have met along the way.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
I believe the beauty industry isn’t for everyone. To make a life behind the chair, you have to have a genuine passion for it. Hairdressing is physical work. It asks something of your entire body, but it also requires your mind and spirit. You have to be present, alert, compassionate, creative, and completely on when you’re with a client. You’re not just using your hands, you are using your whole self.
Sometimes, your body has a way of reminding you that you’re human. Throughout my career, I’ve experienced more than a few setbacks that have forced me to step away from the work I love. Each time, I’ve had to find my way back.
Around 2006, I discovered that I had a sensitivity to the strong chemicals commonly used in hair color and perms. They made me extremely ill and caused me to pass out. Around the same time, I was in an accident that resulted in a broken arm, forcing me to temporarily stop doing hair while I healed. I took an office job during that time and while I discovered I had a knack for it, I quickly realized how much I missed the creativity of being behind the chair. I couldn’t wait to get back and when I did, I have never left the industry since.
That experience also changed the way I approached my work. I became increasingly interested in the products I was using. Not just whether they produced beautiful results, but what was actually in them and how those ingredients interacted with the hair and the body. Over time, choosing products that are safer and healthier became a passion of mine. I wanted to understand the ingredients, the chemistry, and the why behind what I was putting on my clients and myself.
Then, in 2016, I was hit by a drunk driver. The accident affected my back and legs and changed the way I was physically able to work. For a period of time, I had to limit myself to three clients a day, three days a week. Physical therapy eventually helped me regain much of what I had lost, and once again, I found my way back to the work I loved.
Then came my biggest setback yet. In February 2025, I was hospitalized for five days with bilateral pneumonia and sepsis. My oxygen levels had fallen dangerously low, and my organs were beginning to shut down. I was incredibly fortunate to survive and spent another month on oxygen after leaving the hospital. Even after I came home, recovery was slow. In the beginning, I could only manage two or three clients before becoming completely exhausted. It took months before I felt like myself again. My family, friends, and clients surrounded me with encouragement and support. When I couldn’t work, they even came together to raise money to help me keep up with my bills and I will never forget that kindness. To be cared for so deeply by the people I had spent years caring for was incredibly humbling. It reminded me that this career isn’t simply about hair. It’s about people. It’s about trust, connection, creativity, and the relationships built over years of sitting across from someone in a salon chair. It reminded me why I keep coming back. The Kokoro of my life. Heart, mind, and spirit are what this career has always required from me. My mind is in the chemistry, the technique, and the continued desire to learn. My spirit is in the creativity and the ability to keep going when things don’t go as planned. My heart is in the people.
I’ve had to learn that my body has limitations. I’ve had to slow down, recover, change the way I work, and sometimes start over. Through every setback, my heart for this industry has remained. That is what Kokoro means to me. It’s not just a name for our salon. It’s a reminder of why I’m here. To create with intention. To care deeply about what I use and how I work. To honor the individuality of every person who sits in my chair. Above all, to put my heart into the work I’ve spent my life doing. Kokoro is my heart, mind, and spirit behind the hair.
Appreciate you sharing that. What else should we know about what you do?
I’m a nerd for learning. I want to understand the why behind everything I do. Why does this color behave differently on this hair? Why does a product work beautifully for one client and leave another’s hair feeling completely different? I don’t believe in a one size fits all approach to hair. Every client comes to me with a different combination of hair history, texture, goals, lifestyle, and routines. During each visit, I want my clients to understand their hair as much as I do. We talk through their goals, analyze the hair and scalp, discuss products and ingredients, and look at what will realistically work for their lifestyle. I want my clients to leave with more than beautiful hair. I want them to understand why their hair behaves the way it does and what they can do to keep it healthy between appointments.
My curiosity has also led me deep into the science and artistry of color. I have always been in love with color theory, and I love the challenge of helping someone reach their color goals while respecting the integrity of their hair. Understanding the chemistry behind color allows me to make better decisions, troubleshoot problems, and create beautiful results more intentionally.
My own hair journey has shaped another important part of my philosophy. I have curly, textured hair, and I’ve experienced firsthand what happens when a stylist doesn’t understand how to work with it. I’ve had my share of bad haircuts because my multicultural textured hair isn’t always taught or understood the way it should be. I’ve made it a point to understand how different textures grow, how they hold and lose moisture, how they respond to cutting, and how they maintain shape. Understanding the differences in texture allows me to approach each person’s hair as an individual.
I combine education with creativity, science with artistry, and technique with intuition to create hair that is truly customized to the person wearing it.
That is what I believe sets my work apart.
What do you like best about our city? What do you like least?
I love that our city is growing and has developed its own food scene. I love exploring new restaurants with my friends. We have great live music and many fun events. Our city has become more eclectic so there are fun things to do within unique niches as well. You can always find something fun to get into. I love that our city is so creative and full of more diverse cultures. It wasn’t always like that and it’s refreshing to see.
While traffic is never fun and I am always stuck in either morning or evening traffic, it’s the type of driving that is concerning. One time I was on the interstate and the person next to me had their foot next to the steering wheel and was painting their toenails while driving at full speed. I don’t think a day goes by where something dangerous doesn’t happen on a drive to or from work. On a larger scale I do think it’s incredibly difficult to run a small business here. Nashville has become very expensive very quickly. Business owners and customers both feel the strain of that. In such a saturated market, I feel like for a client, it’s hard to find a place you can trust and feel comfortable. At Kokoro Concepts, we include everyone and strive to make sure everyone feels comfortable, safe, and heard.
Contact Info:
- Website: https://www.kokoroconcepts.com
