Deluxe Small Businesses

SMALL BUSINESS TRUTH

Retail packaging done right is a walking billboard

Retail packaging done right is a walking billboard

This salon owner made a memorable impression and gave her word-of-mouth marketing more legs with newly branded shopping bags.


Small Business PROFILE

Park Avenue Salon & Day Spa

An interview with business owner Stacey Cudzilo

When did you start entertaining the idea of owning your own business?

I was a tech support administrator in the Graduate Medical Education office at the University of Rochester. While I liked what I was doing, I knew changes would be coming down the pipe in healthcare that would make my job more complicated. I wasn’t sure what I wanted to do and was considering going back to school to get a Master’s degree to move up another level. At that point I said “I wonder if I could strike out on my own?” Looking back, it was a crazy thought because I had a 5 month old and a 2 year old at home at the time.

Why did you choose to buy a salon?

In college, I had worked at a large jewelry store, so I was somewhat familiar with retail and sales. I looked at two flower shops that were up for sale, but quickly discovered a local supermarket was putting them both out of business. That’s when I realized I needed to get a little more business background before I really attempted to do something on my own. I went online and came across a really great 900-page e-book that literally went from start to finish talking about buying existing businesses. A few months later, I was the proud owner of Park Avenue Salon and Day Spa.

Business Details

Park Avenue Salon and Day Spa

735 Park Ave
Rochester, NY 14607

(585) 473-5040

Website

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The first years of business are the hardest. There are just things that you never thought about.
Stacey at Park Avenue Salon & Day Spa

Were there any challenges when ownership changed hands?

The salon had been around since the 1940s. I was lucky the previous owners, Maria and Thomas Trapanovski, were there to help me. I jokingly call them my “extra parents”, and turn to Maria for advice when certain situations pop up. She’s been doing hair for 50 years and is hard-working and very knowledgeable. I was willing to learn and she was willing to share, which has helped me avoid making big mistakes. The biggest challenge I had was early on, when the staff was not coming to me when they had an issue – they would still turn to Maria. It took a few months for them to trust me with their problems. That’s part of any new job where everyone has a learning curve getting used to a new personality.

Have you been able to put your own “stamp” on the business?

One of the first things I worked on was online marketing – making sure we had good reviews and branding everything that walked out our door. Online reviews are one of the most important areas businesses can invest in marketing-wise, and it’s where many businesses fail to address enough time. If you talk to my staff, they know the most important thing I tell them is to encourage new clients to give us a review. It’s so important, because the younger generation is shopping for you online before they ever come into the salon. I also use some traditional marketing tactics like postcards, referral cards and even radio spots.

Industry Research

88%

of consumers trust online reviews as much as personal recommendations*

What other ways do you build your brand?

The previous owner purchased plain paper shoppers and logo stickers from Deluxe’s subsidiary, Bags and Bows. While those bags were branded, I wanted to take it one step further by custom embossing our logo on to the bags in a gold foil. It was easy to order customized bags on your website, and in less than two weeks, I had my new bags in the store. Clients were immediately talking about how nice they looked, which was awesome. We use them as shopping bags if clients buy products, and we package them with tissue paper for gift certificates, donations and networking events. We even use them as décor around the salon. The bags definitely serve multiple purposes for me, and I’m 100% pleased with how they look. Deluxe helped me focus on my reputation and marketing with the products you offer.

Custom embossed logo in gold foil on a shopping bag

Is there still room for improvement at your salon based on trends?

The Beauty Association has shared lots of data that proves that when a salon makes major updates, they see a big increase in revenue. I think it’s tied into word-of-mouth and creates buzz when a client walks into a newly remodeled salon. I made significant changes in 2011 to the chair and wash stations, front desk, and shelving. Paint can also make anything look bigger and better, so I’m slowly working on changing my salon to match my brand.

Deluxe Small Business Survey

73%

Word of mouth is their most important advertising method

How well are you able to balance your work and family life?

It’s not easy. Some days I feel like I got this down, and other days I feel overwhelmed. To be a business owner takes a big amount of diligence, staying the course, pointing in the right direction – even if it’s hard. Every two weeks, my husband and I sit down to figure out how we’re going to manage the schedule, especially with young children and him back in school. But I still manage to spend time with my two horses, and participate in my adrenaline sport, barrel racing. Balance is always challenging, but time with my horses is my opportunity to take a break. Work hard, play hard - it’s just the way it is.

What have you learned in eight years running a business?

What I’ve learned is that if I bought a machine shop tomorrow, I could run it. Because the principles of business are always the same – it’s the application that’s different. I don’t need to know how to do my employees’ jobs. I pay them to do their job and expect them to do their best. While it’s rewarding to hear people say how much they love my salon, it’s more rewarding seeing my employees grow in their careers and achieve their goals. I’m successful because they’re successful.

See for Yourself:

Retail Packaging from Deluxe »

* “88% of consumer trust online reviews as much as personal recommendations” SearchEngineLand, 2014

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