Business Spotlight: Studio 417

Lyndsey Miller looks totally relaxed. Then again, why wouldn't she? Although Miller will spend several hours in Studio 417 getting her hair cut and colored, the time she'll spend there will be enjoyable.

Owner Paul Catlett said he does everything he can to make his clients feel comfortable. Indeed, Studio 417 has a distinctive and unique vibe. Clients can relax and listen to hip and funky music while they get their hair done, and if they get thirsty, they can get a soda, glass of wine or other refreshment.

Catlett started Studio 417 shortly after he moved back to the area. When Catlett was 19 years old, he moved to Los Angeles where he worked as a model. After two years, however, his interest in modeling soured, and he began looking for a new career.

"I wasn't sure what I wanted to do," he said. "I just knew I wanted it to be something artistic like hair or makeup."

After a little investigation, Catlett discovered the Vidal Sassoon Academy in nearby Santa Monica, Calif., which trains some of the nation's top hairstylists. Tuition wasn't cheap, however, so Catlett asked his parents for help. They agreed to help put him through school, and a little more than a year later, he graduated as valedictorian of his class.

Ambitious and determined, he set out to work for one of the top hair stylists in the Los Angeles area, Kenneth George. Set on working for George, Catlett accepted a low-level position at the Kenneth George Salon in Santa Monica, Calif.

George had built a reputation as a top-notch colorist, Catlett said, and his client list included such celebrities as Goldie Hawn and Cameron Diaz. To gain attention, Catlett brought several clients into the salon, and cut and colored their hair so he could show George he had talent. The tactic worked, and he soon became George's personal assistant.

"He was just a great guy," Catlett said. "He taught me as much about being a good person as he did about hair."

After two years, George encouraged Catlett to leave and pursue his goal of opening his own salon. Around the same time, he began thinking about returning to Springfield.

"I was ready to come home," he said. "I wanted to reconnect with my family and just get back on track spiritually."

In 2000, he returned to Springfield and took a job working at a local hair salon. It wasn't a good fit, however, and after a few months he began thinking about opening his own salon.

After looking at several properties in downtown Springfield, he decided to rent retail space at 438 W. McDaniel St.

Simultaneously, he began building his client base. When he wasn't at Studio 417, Catlett would go to the mall, where he worked to bring in new clients.

"I used to go to the mall and pick people out who I thought needed a new look, and I'd just walk up and introduce myself," he said. "I'd tell them I'd do their hair for free. If they liked it, all they had to do to pay me back was just give their friends my business card and tell them about me."

Catlett's guerilla-marketing tactics worked. Within three months, he had a host of new clients.

Today, Catlett estimates he has more than 400 clients. In addition, he said, sales have quadrupled during the 2 1/2 years he's been open.

"I stuck to what I know, and that's how to run a professional hair studio," he said. "That means showing up on time and giving each client everything I've got."

According to Catlett, giving each client everything he's got includes using the best hair products available in his salon, educating clients about their hair type and giving each client his full and undivided attention.

To accomplish this, he employs a personal assistant who does everything from mixing hair color to getting a soda or glass of wine for a client. In addition, he employs four other stylists.

Each of the stylists at Studio 417 has a particular strength or specialty. Catlett, for example, is a color specialist.

"I have people who'll come in from Chicago, St. Louis, Kansas City and Little Rock, just so I can color their hair," he said. "One woman from Chicago comes in every six weeks. It's crazy."

Unlike some hair stylists, Catlett said he views his work as art. In fact, that's why he named his business Studio 417 instead of Salon 417.

Catlett's love of art also is reflected in the many murals, paintings and photos that can be found throughout Studio 417.

"A lot of local artists place their work here," he said. "I sell it to my customers, so it changes all the time. I get a little commission on the deal, but I'm really more interested in helping the artist than anything else."