There is only one man in London I trust with my trotters! His name is Aldwyn Boscawen and he’s changing men’s attitudes to pedicures… one foot at a time! After opening the doors of Aldwyn & Sons (on Windmill Street in 2018) he hasn’t looked back.
At his unique, stylish and masculine space a gentleman can choose from a menu of manicure and pedicure treatments, safe in the knowledge that they are all perfectly tailored to his needs. I caught up with Aldwyn to talk grooming routines, style inspiration, and his type of capital gains. Read on to find out more…
Do you have a daily grooming routine?
I suppose I have more of a weekly routine. On a daily basis I go to the gym first thing in the morning, shower and put a comb through my hair. I use beard oil and then I the evening I will use face wash and moisturiser. I get my beard trimmed every other week as well as manicures and pedicures.
What are your favourite products for hair and skin?
I use Tom Ford beard oil and I rate Clinique’s face scrub very highly. For hair, I use T Gel and Layrite Product.
Did you ever imagine that you would be a launch a business giving pedicures?
It is not something I ever imagined, nor do I think anyone else imagined this is what I would end up doing. I grew up in a military family and worked in finance for 6 years after studying surveying at University. There really is no correlation!
What type of guy gets a pedicure and why?
There is a wide spectrum of demographic in the customers that come for manicures and pedicures. My aim is to make it for everyone! Guys come because they want their feet to feel and look good. Customers then realise that it is also relaxing as well!
How did your business begin?
My business began as an idea and a number of flawed ways that I thought I could bring it to market. The resulting path was that I qualified and started doing treatments on friends and now rent a room in the back of Sharps Barber & Shop in Fitzrovia.
Do you have any plans to expand?
Yes absolutely, my aim is to make manicure and pedicure treatments comfortable for men and I believe that creating the environment for men is the key to this. I want to have my own shop and hopefully a number of them in the future.
Which other guys, real or fictionary inspire you (in terms of their grooming?)
I have to admire people who look consistently very smart and also people who are not afraid to switch it up. For variation you have to go with David Beckham and for consistency, Harvey Spectre in Suits. For attitude it has to be Ari Gold in Entourage.
What is your earliest olfactory memory?
I remember that in my teens, Ralph Lauren Blue had a moment with lots of people…most parties just smelt of it!
Do you think that men are generally taking more care of their appearance and if so what are the factors influencing this?
Yes, I think that they are. Whether it is because of social media or not, men are getting greater satisfaction out of feeling their best because they are happy with their image. Men are listening to the mental wellbeing a lot more and so its importance is now amplified.
What does looking good and feeling great mean to you?
An enormous amount. I find it incredibly difficult to be positive and attack the day if I am not feeling confident in myself. Many of the routine actions that I take and to put my mind in the best state it can be in.
Do you have a signature fragrance?
I use the Czech and Speake Oxford and Cambridge scent. I think its brilliant and I haven’t met anyone else yet who does!
Where are you happiest?
In the countryside during the winter and in the city during the summer. I thrive on atmosphere and there is nothing better than the buzz of London in the sunshine and then the relaxation of retreating out of town when it is cold and grey.
Interview by Nick Cox
Address: Aldwyn & Sons, Sharps Barber and Shop, 9 Windmill St, Fitzrovia, London W1T 2JF
Telephone: 0208 622 5308
Opening hours are: Mon: 0900 – 1900, Tues, Weds & Thurs: 0900 – 2000, Fri: 0900 – 1900 Sat & Sun: Closed
All appointments must be booked online.
1. The Interior Of Aldwyn & Sons.
2. Jeremy Piven As Ari Gold In Entourage.
3. Clinique For Men Face Scrub, £18.90 for 100ml at from John Lewis & Partners.
4. Gabriel Macht as Harvey Specter In Suits.
5. Oxford & Cambridge Cologne Spray, £100 for 100ml at Czech and Speake.
6. Aldwyn Boscawen At Work.
7. Tom Ford Neroli Portofino Conditioning Beard Oil £42 foe 30ml at tomford.com
8. Aldwyn & Sons Logo.
9. David Beckham.