Neutral Bay
Samuel Raffaele
Founder — Co-founder
Co-founder of Sonder. After five years in a walk-in shopping centre barbershop, Sam knew the industry was missing something and bet on himself to build it. Side by side with Ji from day one, he's driven by the fear of regret and an obsession with lifting the standard of precision cutting in Australian men's hair.
“I live my life based on the fear of regret.”
Why Sonder?
Because the industry was missing something. We prioritised quality and personal service above all else.
Opening Day
Surreal. Side by side with Ji, cut the red ribbon, back to back haircuts, no air con — so bloody hot.
Biggest Risk
Leaving my previous employer to start Sonder. I was offered everything I'd wanted for free, but chose to back myself.
What Kept You Going
Passion. Building alongside my best mate and a team of people who genuinely care.
What Sonder Stands For
“Passion. It gives a deep desire to care, upholds standards, and drives discipline, accountability, creativity, and culture.”
Why Not Your Name on the Door?
We would never have had this impact if we thought short-sighted. Sonder is an extension of the people — something they believe in.
What Sonder Changed
Lifted the standard of precision cutting in the Australian men's hair industry. We treat barbering like a craft you never stop learning.
What Never Changes
The standards we uphold ourselves and our peers to every day.
Where It's Going
Become an institution in the Australian and global hair industry, and facilitate opportunities for people.
What We Look For
Culture fit. Period. Don't care if you're the best stylist in the world. You can train someone to cut hair but you can't train them to be a good person.
What the Team Means
Guys from all walks of life, different pockets of the world, and it still becomes a brotherhood. Watching them unlock something in themselves.
Why Education
Biggest driver for career progression and attractiveness of Sonder. From weekly staff training to expos to international artists — it will always be the backbone.
Why Run Club
Started in 2020, before run clubs were trending. We wanted to strengthen team culture, overcome physical challenge, complement it with a swim and coffee. Over 300 consecutive weekly run clubs now.
“I live my life based on the fear of regret.”