Remembering the Trailblazers of Serious Business
We commemorate the contributions and lasting legacies of the visionaries who laid the foundation for our esteemed conference.
Let us honor their memory by continuing to uphold the spirit of curiosity, collaboration, and excellence that defines Serious Business.
Edwin Neill II
Edwin Neill II dedicated his life to elevating the beauty industry. His leadership transformed the family business from a mom-and-pop beauty supply company to a nationally revered advisor for salons and spas. With an underlying goal of helping owners grow their businesses, he was always looking for ways to make the industry better. He helped form The Salon Association (later part of the Professional Beauty Association), pioneered the industry’s first salon software, SalonBiz, and founded Serious Business.
Edwin truly loved the salon and spa industry—the people, the meaningful work, and the positive impact it has on every person it touches. Above all else, Edwin was committed to—and perhaps obsessed with—the pursuit of actualizing one’s Full Potential. All he did, he did with the intention of influencing our thinking which, in turn, influences our behavior, and ultimately creates our reality…both personally and in business.
He was an abundant thinker.
A leader we continue to learn from.
And a reminder that if we strive to meet our full potential, we can always grow further.
Carol Augusto
Carol Augusto, an industry icon and a passionate advocate for advanced beauty business education, was the executive producer and heart and soul of the Serious Business conference. Her journey began with a cosmetology degree and a successful career as a hairdresser. Carol later joined Neill Corporation’s sales team, becoming Aveda's first million-dollar salesperson and eventually Director of Sales. Together with Debra Neill Baker, she had a knack for recognizing rising stars and booking them for Serious Business, giving attendees an opportunity to experience and learn from amazing speakers. Her passion for education and empowerment lives on through the legacy of Serious Business.
Michael Baker
Michael Baker was a visionary. Throughout his career, he was Creative Director at Neill, co-director of Serious Business, a sought-after editorial and celebrity stylist whose work graced the pages of Italian Vogue, W, Allure, Interview, and Vogue in the 1980s, a colorist, and a passionate educator at Aveda Institutes and Paris Parker Salons. He was also a steward of the Edwin Neill Full Potential award photo shoots, created the educational program "5x5: The Stage" for stylists, invented the DeBulker texturing trimmer, and founded the Second Hand Scissor Project, all demonstrating his commitment to the craft and the next generation of stylists.
Jeanine O’Neill-Blackwell
Jeanine O'Neill-Blackwell, left a profound legacy. As the esteemed author of ENGAGE and co-author of Hold On, You Lost Me! alongside Dr. Bernice McCarthy, she was a pivotal figure in advancing brain-based instructional design and delivery. Serving as President/CEO of 4MAT 4Business®, she empowered countless individuals and organizations through certification programs and consulting services focused on instructional design, delivery, and leadership development. Her magnetic spirit endeared her to all who had the privilege of knowing her, ensuring that her contributions to the world and the lives she touched will be cherished and remembered for generations to come.