Business Spotlight: The Alley

It's all about attitude and atmosphere for Sheryl Parrish.

Parrish owns The Alley, a complete "hair and body experience," as she calls it. Clients can get any type of hair services, manicures, pedicures, artificial nails, massage therapy, facials, body wax, microderm abrasion, permanent cosmetics and laughter.

"I encourage a lot of laughter and I expect creativity. I expect it. Hair dressers, by nature, are very independent and egotistical because it's kind of an art," Parrish said. "If my designers are happy, then they're doing good work. People like to be around happy people.

"If I take care of what I'm supposed to take care of, which is my staff, and they're happy, then they'll take care of what they're supposed to take care of the clients."

Hairdresser Ryan Boyle said Parrish accomplishes her goal of taking care the staff.

"It's a good environment pretty much like a big family," said Boyle, who has worked at two other salons. "She keeps everybody motivated and tries to build everybody up. It's her salon, but (she makes) it about everybody else."

From the second that clients walk into the 3,400-square-foot Alley, Parrish tries to make sure they're taken care of. From plush chairs and a couch in the waiting area to the coffee and wine bar, relaxation is key.

"I built it and decorated it so every person feels excited and relaxed. It puts people at ease. It's not intimidating, but yet it's modern and upscale," Parrish said.

In addition to herself and husband, Terry, Parrish has 22 independent contractors working at The Alley, plus four on-staff receptionists. Parrish charges the independent contracts a flat fee for space.

"Because it is an independent contractor situation and booth rentals, most people that rent a booth do have a clientele or they couldn't afford to pay their rent," said Parrish. "We hire mainly trained people. It traditionally takes a year or two once you're out of school to really know what you're doing."

The large staff stays busy with up to 1,200 appointments a week, Parrish said.

"We have two seasons busy and insane. The busy season runs from February through October. Insane starts before Thanksgiving and goes through January. I guess (January's strong because) people haven't got their credit card bills in yet," Parrish said, naturally with a laugh.

But credit card bills and other economic woes don't seem to play a big part when it comes to pampering oneself, Parrish said.

"I think (people) tend to spend more on themselves during tight economic times because they're spending less on vacations, furniture and electronics, whatever they're cutting out of their budget," Parrish said. "They still want to feel good and pamper themselves. You're already feeling bad because interest rates are down. If you look in the mirror and your investments aren't doing well and your hair looks bad, then you're really depressed."

While haircuts and massages are evenly divided between men and women, the majority of those getting manicures and pedicures are women. But Parrish has noticed a change during her 20 years in the business.

"I'm seeing more men having those services done all the time from teen-agers to retired men. There's no age group coming on board first," Parrish said. "There are men out there saying, My fingernails don't look that great, but I'm not going in there because that's a sissy thing.' But it's so much more accepted now."

In the beginning

Parrish's future was decided when she was about 8 years old.

"I had an older cousin (who was a cosmetologist) that used to practice on me and I loved it. I kind of idolized her as a child and it was definitely what I wanted to be," said Parrish. "Nothing else was an option; it's really all I ever wanted to be."

Now Parrish has additional goals as a businesswoman. She wants to open a second salon and has actually looked at possible locations. But, she's always drawn back to The Alley.

"The Alley is only 2 years old and it still needs me. I don't want to take away from my time at The Alley," Parrish said. "When I do another one, it won't be like The Alley. It will be spectacular, but it will be unique. It would be impossible to duplicate The Alley."