Lily Pins Working with the DAA


The Dementia Action Alliance brings together organisations across England committed to transforming the lives of people with dementia and their carers. Lily Pins is one of those organisations.

There are 800,000 people living with dementia in the UK. It costs the UK economy £23 billion a year and can ruin the lives of people living with it and those that care for them.

The Dementia Action Alliance is a movement with one simple aim: to bring about a society-wide response to dementia. It encourages and supports communities and organisations across England to take practical actions to enable people to live well with dementia and reduce the risk of costly crisis intervention.

At a national level the DAA has begun to shape policy and attitudes. Locally they galvanise action by coordinating and supporting Local Dementia Action Alliances.

Organisations become a member by signing up to the National Dementia Declaration and submitting a short action plan setting out how they are delivering the outcomes described in the Declaration. This plan is then published on the DAA website.

How the Dementia Action Alliance Operates

The DAA is supported by a Secretariat funded through voluntary financial and in kind contributions from members. It is hosted by the Alzheimer's Societyand works to a programme agreed by the whole membership and people living with dementia and their carers who attend our sessions.

Separate to this Declaration, each signatory organisation, such as Lily Pins, has set out what it intends to do by 2014 (the date when the current National Dementia Strategy comes to an end) in order to deliver better quality of life for people living with dementia and their carers.

How Did Lily Pins Satisfy the Strict Criteria to join the DAA?

In order to join the DAA, Jennifer Twigg, MD of Lily Pins was first asked to describe Lily Pins’ role in delivering better outcomes for people with dementia and their carers:

  • The service provided by Lily Pins offers clients living with Dementia a completely purpose-made service. We recognize that our clients’ families and carers want to maintain their loved ones identity and appearance. We also recognize how comforting it can be for our clients to look in the mirror and recognize themselves.

  • If a client is unable to express to us their preferences, we build a portfolio with the help of a family member (and old photographs), enabling our hairdressers to provide the best possible service. In keeping with our clients’ preferences we strive to raise the self-esteem of people living with Dementia.

  • Our staff are specifically trained and talented in using both verbal and non-verbal communication relative to our client’s ability.

  • Lily Pins offers ‘drop in’ taster days, free of charge, to Dementia Day-Centres and Residential Centres. The days we have offered in the past have been hugely successful and a scheme that we would love to offer nationwide.

  • Jenny is a regular volunteer at The Alzheimer’s Society’s “Memory Cafes” and plans to join forces with the industries best recognized organisations to campaign together to promote awareness and understanding of the needs of people living with Dementia.

Jenny was then asked what the main challenges Lily Pins faced in delivering these outcomes:

  • As the only company of its kind currently within the UK, we campaign to get the care sector to acknowledge the importance of Dementia trained & experienced, outside service providers. But it is often the case that care establishments may look for a local hairdresser as a cheap and easy option, unaware that Lily Pins exists to provide a much higher standard of service.

  • Having been in the industry for 12 years, it is my understanding that ‘mobile hairdressers’ have difficulty in offering a service to some of the more challenging clients through their lack of understanding of Dementia.

  • Unfortunately, due to budget and time constraints, it is not easy for us to spread the word as quickly or as widespread as we would like.

  • We are often asked to take over a service within a Care Home, where a mobile hairdresser has left, prompting the Care Home to discover that only 10 out of 60 people were having their hair done each week – posing the question “what about the other residents?” We are often told that they were not able to have their hair done, as the hairdresser could not manage them, or they were bed-bound for example

  • Due to our experience and training, Lily Pins can offer our services to everyone within the establishment, knowing that if they may say no to us in the morning, they may well have changed their mind by the afternoon.

Lily Pins works directly with the Dementia Action Alliance (DAA)

Finally Lily Pins was then required to submit an Action Plan which the company is committed to delivering. This consists of a National Education Campaign, Care Home Awareness Campaign and Training and Development Programme.

Lily Pins’ Action Plan is available to read on the official DAA website.

We find it bewildering that within care home environments, all personnel have to undergo at least one Dementia awareness session (including kitchen, maintenance and catering staff), yet those coming into close personal contact with vulnerable adults - hairdressers, footcare specialists and beauticians - are not required to have Dementia training.

Joining the DAA is indicative of the long term commitment that Lily Pins has in campaigning for government legislation to make it compulsory for outside services providers working with individuals living with Dementia to have adequate training. This will help professionals to offer the safest and best possible service to this vulnerable group of adults.

Taking hair combs to care homes...

Hi, I’m Jenny Twigg.

Throughout my working life as a qualified hairdresser and experienced care worker, I often thought how advantageous and fulfilling it would be for personal service providers working alongside the care sector such as hairdressers, chiropodists and beauticians to have Dementia training. After extensive research, I soon realised there was no one within the UK offering such a service.... so I decided to do something about it!

I began my journey in 2001 working as a sole trader in one local care home where I worked both as “The Hairdresser” and Care worker.  In 2009 I set up my pride and joy, ‘Lily Pins’, with the mission to provide fully managed hairdressing and beauty services to residential/nursing homes across the UK, specialising in clients suffering mental or physical disabilities. I set about employing talented and committed hairdressers, beauticians and similar staff who I could provide with approved Alzheimer's Society Dementia training as well as Industry Specific Health & Safety and Manual Handling Training.

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Care Home taster session

We are currently offering 50% off all service prices for new care home taster session clients.

We will also donate 10% of your taster day proceeds back to your resident amenities fund.


As the UK’s only specialist provider of Dementia trained hairdressers, beauticians and footcare specialists, Lily Pins offers a person-centred, empathetic pampering experience to thousands of care home residents throughout large parts of the country.

Lily Pins would love to show you how our specifically trained professionals can engage with your residents throughout their beautifying session, adding joy and promoting self-esteem. Not only does this contribute to your residents’ wellbeing, but it also adds value to a care home’s client and family satisfaction levels.

What does a Lily Pins taster day look like?

  • Our Lily Pins representative will visit your establishment and deliver invitations and price lists to your residents – all ladies and gentlemen are welcome, including bed-bound clients

  • We will supply you with any posters and publicity material you feel appropriate

  • We will leave your receptionist with the necessary paperwork for your residents and their families to make their appointments for our taster day

  • Our Dementia trained hairdressing team will arrive on the taster day at the agreed time to set up our equipment in your salon or other setting

  • Lily Pins hairdressers work in pairs, offering a choice of stylists and styles

  • Whilst conducting our appointments throughout the day, residents are welcome to have a small number of family members and friends present

  • Care home staff, colleagues and guests are also welcome to witness the sessions and review their impact

  • Your staff can proceed with their daily activities knowing that residents are in the hands of Lily Pins’ caring professionals - all of whom are trained in Dementia, Health and Safety, Moving and Handling, CRB and POVA checked

"Our Lily Pins ‘sampler’ day was so excellent that we’ve now secured funding from the Lambeth Community Fund for 6 more sessions in the future. The day was a great success which we would recommend to other homes without a doubt”

Care Team, Lingham Court, Lambeth.

To secure your own Lily Pins taster day, or to drill down further into what to expect, please call us now on 01279 503 689, or contact us online.

Goodnight Purple Poppet

I arrived at the lovely Hardwick Dene today only to be told the very sad news that we had lost the lovely Margaret Warner... Margaret passed away peacefully on 22nd April with her daughter holding her hand...

I feel so privileged to have met Margaret who I would describe as an eccentric adorable character.

When introduced to Margaret back in December 2012, Trudy the Deputy Manager said “this is our Margaret, she has very special hair requirements”.  Margaret liked a purple coloured mousse to be used on her hair ... well, at Lily Pins we always try our best to accommodate people’s needs and help preserve their individuality through their hair! So when on our first day of hairdressing early January 2013, I was handed the can of purple mousse, a brand we recognised but to be honest had only ever used the blonde and brown versions of in the past, so squeezed a golf ball size into the palm of my hand and applied generously to Margaret’s hair ...

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Why Choose us?


We are unique.

Lily Pins offers a fully managed bespoke hairdressing, beauty and footcare service for residents of residential and nursing homes, care and rehabilitation centres and retirement complexes throughout the UK.

Whether offering an advisory service to new builds, setting up a new salon, making appropriate adjustments to existing salons or providing our very own ‘pop up’ salon service, Lily Pins takes full responsibility for all aspects of the services we provide.

We are passionate about our service and pride ourselves on our person-centred care, patience and professionalism.

Our aim is to bring the High Street salon experience to your care environment, without High Street salon prices, whilst accommodating every clients’ individual needs and adhering to recognised industry policies and procedures:

  • All Lily Pins professionals have experience working in the care sector with our Dementia care training

  • All Lily Pins professionals receive Health and Safety and Manual Handling Training

  • All Lily Pins professionals hold personal liability insurance, DBS checks and adhere to the company data protectionresponsibilities.

  • All Lily Pins teams are equipped and conversant with:

  • Dementia guidelines

  • Staff diversity

  • Lift & Gift policies

  • Accident, Incident & Investigation/Observation Forms

  • Complaints procedures

  • Pricing policy


  • Our teams are all highly qualified within their respective professions

  • We like to get to know family members, friends and carers of our clients so we can build a personality profile, history and wish list to tailor our services accordingly to every client

  • We work in pairs, offering a choice of stylist

  • We work 52 weeks a year

  • We have well established, flexible administrative and payment models to dovetail with your own systems

Accredited colleagues

  • Quantum Care
  • Care Check
  • Dementia Friends
  • Dementia Action Alliance
  • The Hair and Care Project

Contact Lily Pins

01279 503 689
07861 158 189

Contact us online

Our Address

Lily Pins House

8 Marlborough Close
Bishop's Stortford
CM23 3NT
LilyPins - The UK’s ONLY provider of Dementia trained hairdressers to the care sector

01279 503 689