Economic slump cuts into hair salons business

Sherrica Steele relaxed in a chair against the windows in Heavenly Salon at 705 Florida Ave. NW, late one Saturday afternoon. Her wet hair was air-drying under the protection of a clear shower cap, as she casually studied the latest issue of Essence magazine. With images of First Lady Michelle Obama's flawless flowing tresses seen almost daily, even in a down economy women like Steele are inspired to step their hair game up.For now, Steele is determined to fit her hair salon visits into the budget. And she is not alone. Many metro DC women are still flocking to their hairdressers to keep up with routine maintenance.

"The salon is in the top five of my budget," said Steele, an Alexandria, VA resident. But she admits that if she had a financial short fall, a weekly trip to the hair salon wouldn't be a top priority.

The February issue of Salon Today summarized the results from a survey by Black hair products market leader, Design Essentials, on how the recession is affecting Black women's spending on hair services and products.

Shalonda Armstrong, director of marketing at Design Essentials, said that many Black women are opting to save money by doing their hair at home.

Design Essential's ''Mane Attraction'' survey found that that 36 percent African-American women have reduced visits to the salon, and have admitted going only when they can afford it.

The survey found that the majority of African-American women base their salon and stylist choice on trust, time consumption and cost.

Many women have resorted to going to the salon less or doing their own hair as much as possible to cut back on costs. But even then, they have come to find out that the cost of salon-like products have been steep. "Retail products sold to consumers have shown a significant increase," Armstrong said.

A combination of the stylist, products, professionalism, experience and location are all factors that keeps Steele as one of Heavenly Salon's loyal customers.

But, Howard University student Angi Porter, a regular customer of Salon Revive on 9th St., NW, is feeling the pinch of the economic recession. Though she enjoys the service and convenience of Salon Revive, Porter admits she can't afford to go very often. When she does, she settles for only a $45 wash and set.

"I've been learning to do my own hair," said Porter, who uses a variety of products, including shampoo and deep conditioning. "I have a better appreciation for doing my own hair."

Wanda Henderson, owner of Wanda's Hair Studio & Barber Shop on 7th St., NW, knows just how women that opt to do their hair at home affect business for salon owners.

"People still come to get their hair done but not as often," Henderson said. "They may come once a month for a relaxer instead of every week for shampoo and set. There's not as many walk-ins as before."

To attract more clients, Henderson has upgraded the quality and quantity of her flyers. In all of her 25 years in the hair care business, Henderson considers the current recession the worst she has seen.

Gee Gee Jones, owner of Mira Curls by Gee Gee in Temple Hills, MD, says her profits have been dwindling, too. But not because of the recession directly, but because her clients have been making lifestyle changes.

"I know a lot of women who moved out of their homes into their boyfriend's home and now they're having to pay his bills," Jones said. "I had one customer-she came to me for a weave every week and that was $200 in my pocket. She moved from D.C. to Georgia because it was cheaper for her and her boyfriend. People are changing things they used to do because of new relationships." Jones's hair salon has taken a beating, going from making $1500 a week to $500, she said.

But Dana Davis, stylist and owner of Heavenly Salon, remains optimistic. "I don't think the hair industry will be affected as much as other financial institutions because this is a necessity," she said. "Black sistas will sacrifice a T-bone steak to get their hair done."

(Nicole Hardesty, contributing writer to the NNPA, also contributed to this article)