A barber in Gorse Hill who cuts the hair of local millionaires has ranked in the top 20 nationally.

Zeke Gerrard’s The Inner Circle Barber Studio was listed as the 18th best barbershop in the UK Hair and Beauty Awards, having previously won best in the South West.

His discreet appointment-only service has attracted a high-flying clientele, but the award on June 1 was still a surprise.

Zeke said: “I didn't think I'd place anywhere. To come 18th in the whole UK is phenomenal. There’s about 200 barbers just in Swindon.”

Zeke trained at Boss Barber aged 19, before working at Guys and finally opening his own shop in 2022.

Since then Zeke has attracted local millionaires and bodyguards of royalty.

Zeke cannot name some of them, having signed non-disclosure agreements and he must lock the door of his shop while trimming them to avoid anyone intruding.

He said: “I've got a few millionaire customers who come very early because they like that it's quiet and there's no one else there.”

“From the start, I tried to be different. Before I decided to go to an appointment-only everyone in Swindon pretty much criticised me and said it wouldn't work.”

However, he feels that he offers a service unique to Swindon, “waiting hand and foot” on clients. He opens and closes later than others, from 6.30am to 7pm.

But it is not just millionaires: “I basically try my best to make the average person feel like a VIP because why shouldn't they?”

This service includes allocating more time per appointment and offering refreshments.

He realises that this pushes the price up, but feels it is worth it.

“I offer hour long slots so men don’t feel rushed - men get no time to relax”, he said.

“I get to know them on a more personal level and that's why I feel my customers come back and rarely go anywhere else. I would say I have about a 95% retention rate.”

His cuts range from £12.50 for a regular cut to £43 for a full service.

He reasoned: “I'm not the cheapest in Swindon, but I feel I do a fair price for what you get.”

Zeke was too busy to attend the award ceremony but he is waiting to receive his trophy and certificate in the post.

He said: “To go from having no barbering qualifications to coming 18th in the whole UK - I’m very proud of myself.”