Local Business Spotlight: Salon cuts to the chase, leaves Shrewsbury Street for own digs

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Salon owner Patty Devlin is about to triple the size of her business, expand to spa services and gain the independence to make her business space her own — just by moving one mile away, and by putting Shrewsbury Street in the rearview.

Devlin, 32, formerly of Uxbridge and now living in Douglas, is, for the moment, the owner of The Salon at GLOW, a hair salon at 386 Shrewsbury St. (next to Anytime Fitness) that subleases space from GLOW Tanning.

Avenue Fifty owner Patty Devlin

Patrick Sargent / For Worcester Sun

Avenue Fifty owner Patty Devlin

Devlin, who has owned The Salon at GLOW since 2013, is putting her 14 years of experience in the hair styling industry to the test by moving to 50 Lake Ave., where she, along with five of her current employees, will open Avenue Fifty, a hair salon and day spa, in mid-June.

“We’re outgrowing the space. When we opened at GLOW, I was a subtenant of the tanning salon. But it was a good place to start my first business,” Devlin said. “Now that things have gone really well, we are moving over to Lake Ave. to expand and open more of a day spa than just a hair salon.”

Avenue Fifty will be a 2,800-square-foot, two-story salon and day spa offering hair styling services, spray tanning, facials, waxing, skin treatments and massages in a plaza at the corner of Wigwam Avenue, just down the street from Regatta Deli.

A graduate of Uxbridge High School Devlin received her license from the state following her training at Hair in Motion Beauty Academy (formerly on Hamilton Street in Worcester). She claims a client base of nearly 1,000.

She hopes that more than tripling her footprint — after 900 square feet at GLOW — will allow her to start accepting new clients, she said.

Devlin targets mid-June for an Avenue Fifty opening.

Patrick Sargent / For Worcester Sun

Devlin targets mid-June for an Avenue Fifty opening.

“I’ve had the same clients for a good part of 12 years now. To be able to offer them other services, like massages, it will be like a one-stop shop for them.”

The day spa will be upstairs from the salon.

Prior to opening The Salon at GLOW, Devlin was a stylist at Madison Place Hair Salon in Shrewsbury (since moved to Grafton) for 10 years.

Devlin employs five other stylists, who will also move to Lake Avenue, with more than 50 years combined of hairstyling experience.

From left, stylist Gina Joubert, owner Patty Devlin and stylist Amanda Villa ... are moving on up to Avenue Fifty.

Patrick Sargent / For Worcester Sun

From left, stylist Gina Joubert, owner Patty Devlin and stylist Amanda Villa … are moving on up to Avenue Fifty.

“I have only been here for 10 months. I moved from Westborough after years and it is the best decision I have made in my career,” stylist Courtney Duclos of Worcester said.

A graduate of Holy Name High School, she has been a hairstylist for seven years.

“Patty is the best salon owner I have worked for. She is extremely fair and easy going. She makes sure all stylists are happy and busy,” Duclos added.

Stylist Lisa Nardella of Worcester met Devlin eight years ago at Hair in Motion, and has been working at Devlin’s salon for three years.

“Working for Patty has shown me that there are good people out there who care about their employees. For being so young she is so successful, and I see big things in the future. I am one of the lucky ones to be at a salon I love and with people I love working with,” Nardella said.

“I feel like with the girls that work there, everyone loves what they do,” Devlin said. “Everyone here seems like they want to come to work every day. We have such an amazing team.”

Devlin’s husband, Brian, has done the majority of the buildout at the new space at Avenue Fifty, along with the couple’s friend Buddy Alexander of Uxbridge.

Avenue Fifty will be in a plaza just down the street from Regatta Deli.

Patrick Sargent / For Worcester Sun

Avenue Fifty will be in a plaza just down the street from Regatta Deli.

“[Buddy] and Brian have done all the work,” Devlin said.

So what are Devlin and her employees looking forward to the most about the move? Well, several things — including a new break room and better parking.

Nardella, who used to eat her lunch on a washing machine at the previous salon she worked at, said, “I am looking forward to the move because we will be functioning more as a full-service salon and spa, which will increase clientele and revenue. We will also have a very nice break room, which isn’t normal for many salons.”

“It might sound silly to most, but this is a luxury for stylists.”

Gina Joubert, a stylist who has worked for and with Devlin for 12 years now, said, “I’m looking forward to the move because of many reasons. The parking is terrible at night for my clients at GLOW, and the new salon has plenty of parking. It has a more intimate setting, and I love that we have other services to offer.”

Stylist Gina Joubert works with a customer.

Patrick Sargent / For Worcester Sun

Stylist Gina Joubert works with a customer.

Each of Devlin’s employees believes that the spa upstairs from the salon will result in more foot traffic and additional salon clients.

Nardella said, “Word of mouth is the most powerful way to get clients in this industry. Spa staff tell their clients about us; we tell our clients about them.”

Stylist Amanda Villa, also of Worcester, said, “It will be more convenient. Clients like being able to do multiple services at one place. It should definitely expand the clientele.”

Villa has been working for Devlin for two-and-a-half years at the Salon at GLOW.

“I like the atmosphere of Shrewsbury Street, but honestly I think for the salon the new area will be a better fit with better parking.  I think it’s a great new spot for us,” VIlla said.

The stylists interviewed agree that leaving behind the bustle of Shrewsbury Street will be anything but a negative change.

Duclos said, “I will not miss working on Shrewsbury Street because we do not get affected by the other businesses since we’re at the top of the street. Also, we do not stand out enough with many other salons being in the same area.”

“On Lake Ave., I think we will get more walk-in business and be noticed more,” she added.

Prices at Avenue Fifty will be the same as the current prices at The Salon at GLOW, Devlin said.

A shampoo, cut and blow dry runs $40.00, and other hair services — including keratherapy treatment, simply smooth keratin treatment, and corrective color, to name a few — range from $20 to $300.

Avenue Fifty Salon is planning a mid-June opening at 50 Lake Ave. Hours of operation will be 9 a.m. to 8 p.m, Tuesday through Thursday; 9 a.m.-7 p.m., Friday; and 9 a.m. to 4 p.m., Saturday.


This article was originally published in the May 29, 2016 edition of the Sun.

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