Member Profile: Gene Juarez

Member Profile
Gene Juarez
PBA Salon/Spa Member

Gene Juarez opened his first salon in 1971 and grew it into an empire of eight full-service salons and spas, two cosmetology schools and the Gene Juarez Advanced Training Salon. He is renowned in the industry for his standards of excellence-and for fostering and training the very best employees. Gene recently sold his business to an investment firm, but his commitment to the industry continues.

1. Tell us a little bit about how you got into the industry.

I was raised in a small agricultural community in Eastern Washington. I knew what my life would be like if I stayed. So I escaped to Seattle, Washington to start my career.

2. What are the key reasons you were able to grow your business into such a powerhouse?

I worked hard on the skills necessary to achieve excellence-in the practical skills and equally as much effort was given to develop better human beings. This shaped my staff and our reputation. I was able to attract and hold onto the best and brightest young artists.

3. Who are some of your mentors?

I have many but am glad you asked. It just so happens that one of my mentors, Lou Tice, is speaking at Symposium on January 22, 2007 in San Antonio. I hope everyone will come to hear him speak. His message is one our industry can benefit greatly from. I have used his material in my schools and probably more importantly in my life and business. I asked Mr. Tice to come to San Antonio and share his wisdom with the membership. Everyone will benefit from his knowledge and message. I am pleased to call him a friend and mentor for more than 35 years.

4. What do you feel is the main opportunity available to salon owners today? The main challenge?

[Owners today have] the opportunity to run a more professional operation with the new technology, such as computers, call centers, inventory controls, payroll, etc.

[The main challenge is] to define what type of business you are. Don't confuse yourself, your staff or your customer. If you are a value salon, then be that. If you are a quality salon, then be that. Value salons shouldn't try to tell people they're quality. As quality salons shouldn't try to market value.

5. What would you tell a member salon that is considering expanding into a second location?

Remember, the way a salon runs should not be measured by how it operates when you're there but rather how it operates when you're not. So look at it [this way]: if you are not there, will it continue to meet your standard? If not, then do not expand until you can feel comfortable that can happen. If yes, move forward.

6. Do you have any tips for other salon members on succession planning?

Everyone should be planning on this. Make sure you move when you are on top rather than dropping. They command different prices'

7. You have 19 years of cosmetology school experience. What do you tell those young people who are just entering our industry?

You will be as good as you want to be. Make it a career, not a job.

8. Many of our salon members are following in your footsteps and starting schools. What are some of the key elements of a successful cosmetology school?

It's entirely different than a salon. The amount of paper work for compliance with federal standards for an accredited school is immense. Penalties for non-compliance can be severe. Focus on two different categories: 1) competency of contemporary skills and historical information and 2) personal life skills.

9. You are known for fashion-forward hair. Did you ever feel a pull between your creativity and the styles that your clients were willing to wear?

We have focused on making our brand relative to fashion. So as fashion changes so does hair color, shape, make-up. We work hard to let [customers] know we are aware of everything new in fashion. We do not try to create a new hair fashion. We are an accessory to clothes/fashion. We enhance, not distract.

10. Is there any advice you'd give to our distributor and manufacturer members about how to manage their salon relationships?

The advice is the same for both partnerships. We both have needs; our successes are tied to each other. And, different sizes have different needs.

11. You make it a point to give back to the community. Why is this so important to you as an individual and to Gene Juarez Salons & Spas as a business?

I feel the first community you should give to is your own people. You have to make others successful to have anything to give away to local or national communities. It proves that you are willing to do your part to make the community successful.

12. Why are you a member of the Professional Beauty Association?

You will become associated with the best of our industry. We as an industry share willingly. If you become a giver, all your mistakes will be unique.

Symposium attendees have the opportunity to learn more from Gene's experience-he is one of the Dream Team panel members speaking at Symposium in San Antonio on Monday, January 22.