Serenity Loves salon owner Jo Bevilacqua has taken the decision to ban celebrity gossip magazines from the salon following the recent tragic suicide of TV celebrity Caroline Flack.

The hair and beauty salon based In Oundle Road, Peterborough, was one of the first salons in the country to take the decision to ditch the publications.

They have made the change because they do not want to support magazines whose main focus is to tell stories, true or untrue, about people’s private lives.

It is hoped the decision will help to ensure customers leave the salon after their appointment feeling as good as they look.

Jo Bevilacqua, who owns the salon, said: “As someone who has not read newspapers or gossip magazines personally for years I have decided, along with my management team, that we will not be purchasing them for the salon either.

“We do not want to support the magazines where they are photoshopping one person’s body to look better whilst picking out every single ‘fault’ of another’s.”

Jo recently took part in a guest interview on Channel 5’s Jeremy Vine show where she debated whether it was patronising to expect people to read only educational material.

Jo’s response: “It’s not just about educational stuff. The salon’s main client avatar is busy mums and their time is precious, so the team want to make sure that every minute spent in the salon is a happy one.

“When you are not feeling great about yourself and you come into a salon to make you feel better, what you don’t want to see is magazines fueled with negativity and pulling celebrities down, as that’s not healthy.

“Bringing more positivity into the salon can’t be a bad thing.”

The salon has replaced the gossip magazines with more positive material which includes the happy newspaper, adult colouring books and inspirirational and self-development books.

Serenity Loves has also joined up with The MamaKind Club to give away mindfulness journals for children.

Jo added: “We do not want to support the magazines where women are pitted against each other and portray the message that there is only room at the top for one to succeed.

“A wise woman once said, ‘you are either part of the problem, or part of the solution’ and by getting rid of gossip magazines we are hoping to be a small part of the solution to a kinder world.”