The Little Fire Engine That Could

The Beginning

Every great business has an origin story. For June Croken, it begins with a childhood memory, a beloved children's book, and an unwavering belief that passion and determination can overcome any obstacle.

"I grew up reading 'The Little Engine That Could,'" June recalls. "That story about believing in yourself and persevering stuck with me. When I was planning my salon, everyone told me the market was saturated, that I'd never stand out. But I kept thinking, 'I think I can, I think I can.'"

The Fire Element

But why "Hairdresser on Fire"? The name combines two powerful concepts: the determination of the little engine and the passion represented by fire.

"Fire represents transformation," June explains. "It's powerful, it's passionate, and it's warm. Those are exactly the qualities I wanted for my salon. We're not just cutting hair—we're transforming people with passion and warmth."

The fire engine metaphor also represents rescue and emergency response. "People come to us when they need help," she notes. "Maybe they had a bad haircut elsewhere, or they're going through a life change and want their exterior to reflect their new chapter. We're like the fire department for hair emergencies—we show up with expertise and save the day."

The Early Days

Opening a salon in Toronto's competitive beauty market seemed daunting. June had trained internationally, but establishing herself in a new city meant starting from scratch.

"The first year was challenging," she admits. "We had a small team, a handful of regular clients, and big dreams. But we never compromised on quality. Every client, whether it was our first or our hundredth, received our absolute best."

That commitment to excellence, even when it would have been easier to cut corners, became the foundation of the salon's reputation. Word spread slowly at first, then accelerated as satisfied clients became enthusiastic ambassadors.

The Turning Point

The breakthrough came when a fashion stylist discovered the salon by chance. She needed an emergency fix before a photo shoot and was amazed by the results. Her social media post about the experience went viral locally, bringing a flood of new clients.

"That moment taught us the power of doing great work," June reflects. "You can't buy that kind of authentic recommendation. It comes from genuinely caring about results."

Building the Team

As demand grew, June faced a crucial decision: grow quickly or grow right. She chose the latter, carefully building a team that shared her values and commitment to excellence.

"I could have hired quickly to accommodate demand, but I wanted people who understood our philosophy," she explains. "Each team member had to be technically excellent, yes, but also passionate about the work and genuinely caring toward clients."

This selective approach to team building created the cohesive, talented group that defines June Croken today. Every stylist contributes to the salon's culture of excellence and innovation.

The Queen West Location

Choosing 313 Queen Street West as the permanent location was strategic. The neighborhood's creative energy aligned perfectly with the salon's ethos.

"Queen West has this incredible artistic vibe," June notes. "We're surrounded by galleries, boutiques, and creative people. It's the perfect environment for a salon that values artistry and innovation."

The Philosophy

At its core, the "little fire engine" philosophy remains central to the salon's operation. It's about determination, believing in yourself, and never giving up—values June instills in both her team and her clients.

Recognition and Growth

Today, June Croken Hairdresser on Fire is recognized as one of Toronto's premier salons, with awards, media features, and a loyal clientele that spans the city and beyond. But June remains humble about the success.

"Every time someone sits in our chair, I remember those early days when we were just the little fire engine trying to prove we could," she says. "That memory keeps us grounded and reminds us why we do this work."

The Legacy Continues

The story of the little fire engine isn't finished—it continues every day with every client transformation. It's a reminder that with passion, dedication, and belief in yourself, you can achieve extraordinary things.

"We started with a simple idea: do great work with genuine passion," June concludes. "That's still what drives us today. The little fire engine that could? Well, it did. And it's still going strong."