When you go to get a haircut, the choice facing many is make forced conversation for half an hour or invoke your right to remain silent.

But at one barbershop in Richmond the interaction is always entirely real.

George Angeli has created at culture at Richmond Barbers of conversation and openness and it is what he enjoys most about his work.

"I like the socialising," he said. "Every day you have a different conversation and meet someone new.

"You learn so much from talking to people."

Twenty years ago, a 20-year-old George set up the barbershop that he runs today after a truth-telling conversation.

Back then he was a student at Kingston College, but he would find his calling card at barbers' college.

"I had a friend who had a barbershop in Twickenham and when I used to bunk off college I would go and sit with him.

"He said 'Do something with your life' and that was it."

Two decades in Richmond

His dad, who himself ran a barbers in Hampton Hill, paid for his haircutting training and soon after it was time to open his own business.

Richmond Barbers is one of the town's success stories, celebrating its 20th anniversary in January.

How has this independent company on the corner of Red Lion Street enjoyed such long-lasting popularity?

"You've got to keep moving with the times," George said.

"When I first started we didn't have a website, social media or bookings system. We would just wait for the clients to walk through the door.

"It was one of the first places to have a video games console. I was down with the kids.

"The way we are as a barbers… What you see is what you get. There's no false pretence."

Insta authenticity

Its authenticity shines through on the bustling Richmond Barbers Instagram page, with more than 6,000 followers – some spread across the globe.

"We want to be different from a few barbershops that just show haircuts," George said.

"Our followers want to know about us as normal people."

Collaborations with local artists and employees appear so frequently in their posts that they appear more like one big family than members of staff.

"We've got quite a nice following all around the world – Spain, Australia, America, Canada, Italy. I guess they like what they see."

What 2020 has brought

It has been a year of landmarks for the business and George personally.

The biggest challenge of reopening after the Covid-19 lockdown was ensuring there's enough space in the shop.

Barbers now wear masks and visors and they disinfect after every cut.

"It just takes longer at the moment but it's good to be back," George said.

He celebrated his 40th birthday earlier this month and days later marked the anniversary of his second kidney transplant.

"Never thought I'd physically make it to this day," he wrote on the Richmond Barbers' Instagram accompanying two striking images of him: one wired up in a bed at Hammersmith Hospital and a later, joyful picture of George on his birthday wearing a Hawaiian shirt and garland around his neck.

"The physical side of things have healed but the mental battles are still ongoing."

Supporting Hammersmith Hospital

George is now giving back by raising funds through sales of a new range of grooming products and clothing.

Half of all profits from Flex 50 – which includes hair wax, caps and T-shirts – will be donated to the hospital that helped save his life.

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