The New England Times’ “Best in the New England” (BITNE) 2025 promotion is about to commence, and the competition is bound to be fierce—especially in the hairdresser category, which is wide open this year.
With last year’s winner of Best Hairdresser, Ash Hair Collective of Inverell, temporarily closed for maternity leave, the field is clear for a new standout salon to claim the crown.
Ash Hair Collective, led by the talented Ashleigh Parkes, captured the community’s heart in 2024, earning the title of Best Hairdresser in the New England in what was one of the most hotly contested categories.
Ashleigh and her sister Hayley opened the boutique salon on Byron Street in 2020, right as the COVID-19 pandemic began. While many businesses faced closures, hairdressing was permitted to continue, allowing the sisters to quickly build a loyal clientele by working long hours and connecting deeply with the Inverell community.
This year, with Ash Hair Collective on hiatus, the BITNE Hairdresser category is anyone’s game.
The promotion, running daily, invites locals to vote for their favourite businesses in various categories, with each day’s winner determined by the most votes received. It’s a community-driven initiative that celebrates the region’s best, from bakeries to beauty salons.
One local favourite that knows exactly what it takes to win is Sweetie Pies Bake Shop in Glen Innes. After sweeping the bakery category in 2024 and taking out the overall Most Votes award, Sweetie Pies returns in 2025 with its eyes firmly set on reclaiming the title.
Founded by partners Zaylie and Nicole Hyde, Sweetie Pies has become a beloved staple in the region, known not only for their irresistibly sweet treats and handcrafted pies, but also for the warm and inclusive atmosphere they’ve cultivated.
Last year’s campaign saw an outpouring of support from customers across the New England, drawn in by the shop’s community focus and charming mix of nostalgia and whimsy. Their win was about more than just baked goods—it was a celebration of connection, love, and shared joy.
Now, with BITNE back in full swing next month, Sweetie Pies is rallying its community once again, hoping to reawaken the same groundswell of local pride and support. With their strong track record, creative flair, and dedicated following, they’re certainly one to watch in this year’s competition.
“Last year was amazing,” said owner Zaylie Hyde.
“All our customers were coming in and congratulating us so definitely fingers crossed for another win this year.”
No strangers to awards, Zaylie and Nicole are also cooking up a storm in preparation for this year’s entry into the Great Aussie Pie Competition.
“We’ve still got 30 flavours but Nicole has lots of ideas for some new ones so there could be some new additions to the menu in the near future,” said Ms Hyde.
For aspiring contenders, this is a golden opportunity to shine.
Engaging with clients, encouraging them to vote, and showcasing your business’s unique qualities can make all the difference. As the BITNE promotion continues, the spotlight is on to see who will rise to the occasion and become the next regional favourite.
Whether you’re a hairdresser, butcher, builder, café owner or anything in between, it’s time to start hyping up your clientele to make sure they’re ready for the day your category opens for voting. A great place to start is by reading our top 5 tips for making sure you’re in the running.
Don’t miss your chance to be part of this celebration of all the fantastic people and places that make up our local business communities. Visit the New England Times’ website each day to cast your vote and support your favourite local businesses.
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