Business Profile: Salon Diva, White Plains
When Anne Marie Sheeley opened her Mamaroneck Avenue hair styling salon 17 years ago, she had little business training. But what she had was a solid education and experience in cosmetology that quickly propelled her from a talented hairstylist to a business owner who not only provides top-of-the-line hairstyling services to her customers but is giving back in a way that is particularly beneficial to young and up-and-coming stylists.
Sheeley, a Rockland County native, was first exposed to hair styling as a student in the Rockland BOCES Cosmetology Program, a two-year initiative that develops students’ cosmetology skills and prepares them for the state’s licensing examination.
After graduating from the program, Sheeley headed off to London to avail of more advanced training and then returned to the New York area, working in several area salons and picking up additional skills along the way.
Her chance at ownership came quite by accident. “It really fell into my lap,” said Sheeley, adding that much of her success had to do with her keen instincts and on the advice of people around her. “Luckily for me, I had enough people to help me when I needed it most.”
This savvy business woman is smart enough to know that one doesn’t have to know everything to succeed. “Knowledge is important, but if you have the right team and you surround yourself with the right people, you will do well.”
That’s the kind of sage advice she gives her trainee hairstylists, all of whom are part of Sheeley’s unique apprenticeship program called “New Talent Tuesdays.” Each week, the salon’s junior stylists get the opportunity to work on customers who are willing and eager to get haircuts and coloring treatments at half the price a qualified stylist would charge, and learn new techniques under Sheeley’s watchful eye.
“It really is a win-win situation,” said Sheeley, referring to her part in a community give-back that appeals to seniors, students and the unemployed.
Besides working as the salon’s head hairstylist, teaching and honing the careers of young stylists is undoubtedly Sheeley’s passion. “I want to give my employees the opportunities that I didn’t get,” she said. That includes teaching them the basics, from learning how to shampoo to working on the most sophisticated colors and cuts.
Junior stylists who work at Sheeley’s salon or at any other salon in New York State must first hold a cosmetology license. Most work at local salons for a maximum of five years to hone their craft. “The schools prepare cosmetology students for the state exams while I prepare them for real-life situations,” added Sheeley, who specializes in color, razor cutting and styling short hair.
Sheeley is known for giving her junior stylists an in-depth education in all aspects of the business. In addition to knowing their craft, every stylist at Salon Diva learns how to correctly communicate with customers. “If you understand what a guest is looking for, then you can meet his or her expectations,” noted Sheeley, adding that the key to giving anyone a successful hair color or cut is knowing how to match it with the client’s lifestyle.
Salon Diva’s styling services include the basic shampoo, conditioner, precision cut and complimentary blow dry; a blow dry plus treatment that includes the use of a flat iron for sleekness or a dry roller set for volume; special occasion styling; bang trims; neck and sideburn trims for men; conditioning shine treatments and urgent repair for damaged hair.
In addition to the coloring services, natural keratin smoothing treatments, Brazilian blowout conditioning and permanent waves that Salon Diva offers its customers, it’s also important that Sheeley stay one step ahead of the trends, especially since the industry is a frequently changing one.
New to the salon’s menu of services is its 100 percent European hair extensions. Sheeley uses SHE by So.Cap, a leading hair extensions provider. The salon carries different textures and lengths of hair, with over 90 colors to choose from.
Some of the sought-after products that Sheeley’s customers have been asking for lately include Moroccan Oil products, which include shampoos, conditioners, styling creams, hair styling mousse, hairspray, frizz control and more, in addition to the Goldwell hair coloring products the salon offers.
Fulfilling the needs of her customers is one thing, but it’s the education of her staff that really drives Sheeley’s passion for the business. “The greatest gift my craft has given to me is the opportunity to take junior stylists, support them and watch them turn into sought-after professionals.”
Salon Diva is located at 79 Mamaroneck Avenue in White Plains. Customers who return to the salon every four weeks for a touch-up color treatment with any fully qualified stylist besides Sheeley will get a $10 discount off the total cost of the treatment.
For more information on the services that Salon Diva offers, check out its website at www.mysalondiva.com or call 914-993-6300 to schedule an appointment. The salon is open 10 a.m. to 6 p.m. Tuesday, Wednesday and Friday, 10 a.m. to 8 p.m. on Thursday, and 9 a.m. to 4 p.m. on Saturday.
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