Interview With Greg Chavez

Forty years and hundreds of hairdressers

Rebekah: I am here with Greg Chavez at Salon Kreed here in Colorado Springs, and I’m so excited to get to interview you today, Greg. He has been in the industry for over 40 years, and he had the J. Gregory salon as well as education, Redken education. He’s trained so many hairdressers. How many hairdressers would you say you trained?

Greg: Gosh, I think I started training in 1986, and so through that to this day, I would say several hundred or thousand, I don’t know. It’s been quite a few.

Rebekah: And some of the hairdressers have gone on to be educators themselves, salon owners, right?

Greg: Yeah, quite a few of them. Since I did lots of education, a lot have gone to different companies around the country as educators to this day, so doing education, and also quite a few owners.

How he got into hair

Rebekah: So how did you get started in the beauty industry? Tell us about that.

Greg: I didn’t really know what I was going to do through high school. I was going to do commercial art school, then I wasn’t sure that’s what I wanted to do. My older brother’s best friend was an educator with Paul Mitchell in the 70s and 80s. So he said, “Greg, hey, what do you think about hair?” And I said, “I’ve never done it, I have no idea.” But he goes, “I think you could do well.” And he said it’s only one year of school, and “I think your art background could help you.” One year. I told my mother that if I don’t like it, then I’ll go to college.

But as soon as I got into it, I started helping him delivering products for Paul Mitchell. And then I started helping backstage with all the Paul Mitchell stuff in Denver, Colorado. I felt real comfortable with it, and I think my art background started with creativity. I did a lot of pottery and other art, and so I just felt very comfortable, and I think making people feel good. And so I just kind of rolled from then, and then the education was great.

Rebekah: How did you get into education?

Greg: I just started helping him, and he’d travel with Paul Mitchell and [name unclear], out of California. And I would just follow those guys and be in the back [inaudible] and doing everything to keep my hands in it, and just being excited about what they were doing. The new products were all coming out from different companies in the 80s. So I decided to just continue to do it with the education, and I loved doing different new things and seeing the new things starting in the beginning.

The 80s versus now

Rebekah: So how was it different in the 80s, compared to now, in the beauty industry?

Greg: I think what I loved back in the 80s, everything was kind of starting. You were getting to work with the Mascolo brothers, and you got to meet Paul Mitchell, and [name unclear], and all these things. People were going into the salons, and so you were getting to work and see these guys. I think there was more hands-on back then. There was more interaction, and more of the classes were hands-on, and that made a difference. Compared to now, everything’s more on video, everything’s not as hands-on. It’s starting to change back again, I feel, in the last couple years.

Rebekah: I feel it is too. So do you miss more being in person?

Greg: Yeah. But I think that’s what I try to do here, is try to incorporate that hands-on, and I think the best education is hands-on.

The associate apprentice program

Rebekah: And that’s what you’re doing with your apprenticeship program. Can you talk about that a little bit?

Greg: Yeah, the apprentice program. I’ve always believed that once you get out of the school and the academies, you need additional education. And so I’ve always believed in apprenticeship. I’ve done that from the beginning of my career, and I’ve seen the results of these kids with an associate apprentice program. So we do that in all my salons that I’ve produced. Being here for two years, we do an associate program. It’s not as long as it used to be, because these kids don’t have that patience. So we do a four to six month associate program, and they work with different educators, and we go through a lot of trends, specializing color, cut, hair extensions. I don’t do any of the spa stuff, it’s more just the hair. So I think it’s very crucial, and I believe those that go through the associate program just learn so much more [inaudible].

Rebekah: So if they are involved in the associate program, then they end up staying here as a hairdresser?

Greg: Some of them end up going off. Most of them will stay here with me [inaudible]. But if some go off on their own, my goal is to do that in a bigger part, where I can maybe do a young talent salon, where they start younger, and if they want to stay with me, or move on to something else.

A young talent salon

Rebekah: So you have a goal to start another salon.

Greg: Yeah. Part of the start when I started here was obviously creating the hairdressers plus additional education. So advanced education, as I’m having here, with that I want to create a private school. But also the goal to do a young talent salon. Since I’ve opened this two years ago, I felt these kids after COVID didn’t get their hands on stuff, and so I feel like a lot of them are lacking a lot of stuff. We get a lot of kids that sign up to come work for an associate program, but I don’t have enough room. So my goal is to create some kind of a young talent salon so that I can at least give them a start, something where they get more foundation. That’s one of my goals that I’m putting out there to do.

From his first salon to J. Gregory

Rebekah: So tell us about your first salon. How did you get started as a salon owner?

Greg: My first salon was in 1986.

Rebekah: 1986.

Greg: Yeah. I was 24 years old. I happened to be in the right place. A gentleman decided to leave for Florida, and we had 14 hairdressers at that time. Me and another friend of mine decided to just give it a whirl. So we jumped into ownership, and I had that for four years. And then that’s when I went to the East Coast. I sold that and then went to Connecticut.

Rebekah: And what did you do there?

Greg: I went to work for a lady. Her name is Noelle DiCaprio, and she is, to me, a legend in our industry.

Rebekah: Related to Leonardo DiCaprio?

Greg: No, no, no. She’s in Stamford, Connecticut, and she was one of the first day spas in the country. I met her in New York City at a show, and being from Colorado at that time, I’m like, if you want to be with the best [inaudible] go East Coast, West Coast. And so I was able to sell my salon, and basically wrote her a letter, and six months later I’m moving to the East Coast. We were out there in the training, 30 minutes outside of Manhattan. The training out there is a whole different ballgame. [inaudible]

So that was my first salon. And then I moved back here after a couple of years, and then I started the J. Gregory salon, just taking my ideas and my concepts that I’ve learned. And so I had that for almost 17 years here in Colorado Springs.

Starting over with Salon Kreed

Rebekah: So you started J. Gregory, it had a really great name, and you started over with Salon Kreed. Talk about that experience.

Greg: Well, in between J. Gregory, I did the beauty school, the Redken school. We had that for 10 years. After J. Gregory, in 2017, I sold, and I decided to step away for a year, and then move back to Colorado Springs, started over again, and I started to grow and build. An opportunity came up, and I do have a lot of friends here in the community that said, “Hey, Greg, why don’t you consider doing it, open it again.” And there’s not many commission salons here.

Greg: Yeah. 90% booth renters. And then there’s not a lot of education. So I thought maybe I can use some of my experience to come back and reopen Salon Kreed.

Rebekah: Talk about Salon Kreed. What is that?

Greg: I think the idea with Kreed was basically commission based. To me, I believe in working with the group and building each other and helping each other grow. And I think that just expands to greater things.

Rebekah: Where did the name come from?

Greg: The creed is a belief, a creed. A lot of times, with my faith and what I believe, with its values, it’s a description of what I believe a team should be, working together, and its values. That’s kind of where Salon Kreed [inaudible]. And then I put a K on instead of a C. But my idea is to create an environment with kids with integrity and values, and for that to be ongoing, whether they’re leaders in this industry or owners someday, and to just plant some seed of character and conduct.

Rebekah: That’s awesome.

Greg: And so that’s kind of been my goal here.

The hardest part: building a culture

Rebekah: What would you say is the hardest thing that you’ve experienced in the industry, the most challenging experience?

Greg: It’s such an industry where everybody wants to be on their own. Trying to get creative people together.

Rebekah: So creating teamwork.

Greg: That’s right. I think everybody’s got their own ideas, their own concept, which is great. I think that’s what makes us individuals. But it’s trying to create a culture that wants to lift each other up and help each other in the industry, and to also give the best service and to be able to elevate our industry.

And the most thing that I want to do is have these kids come out, especially when they’re young. We have a lot of young ladies that come out of high school, and with a one year degree, what they can do financially and what they can do to be able to take care of themselves. I think that was my thing with the school. I wanted them to know, for some that couldn’t go to college, with a one year degree, what they can do and what kind of money they can make to be able to take care of themselves. With three daughters of my own, I wanted to make sure they could do that.

Raising the next generation, at home too

Rebekah: And you have a family that’s in the industry now as well.

Greg: Yeah. I have my 26-year-old daughter. She graduated, she’s been in the industry for five years, and then she moved to Seattle. She’s a colorist, and she’s working with the great [name unclear] up in Seattle. I’m very excited about that. She was supposed to be my partner here, but they weren’t able to come. And then my youngest, 23 years old, just started about three months ago in the Redken school [name unclear]. So I’m excited about it.

Rebekah: Well, maybe one day you can be in the same area as your daughter in Washington.

Greg: That’s exactly right.

Rebekah: But maybe we have hope for your younger daughter to come here.

Greg: She’s got to apply.

Rebekah: She doesn’t automatically get it.

Greg: No, no, no. I told her, I said, “You’ve got to apply.” But I think they’ve seen the value of this industry and what they can maybe accomplish.

Rebekah: They’ve seen you set the example. And I love that you care about the next generation and that you want to pour into them. That’s so valuable, having that heart and really imparting that to others, because you pour into them, and hopefully it causes them to want to do the same and pass on what they’ve learned to others as well.

When you talk about culture, that that’s been hard, why do you feel like that is?

Greg: Well, I think it’s changed over the years. Whether it’s what’s been going on with a lot of this world or whatever, it’s just trying to create a culture, for me, maybe going back to the old times of working together, and just trying to help them build each other, and working together, and really caring about each other, and really wanting to see each other grow and succeed. Everybody just wants to be on their own, and I think people look on different social media and they say, “Well, I can do it myself,” which is great. A lot of them can do that. If I can plant a seed of working on their techniques, their abilities or communication in the beginning, great. So that culture is a harder thing. It’s the harder work, because a lot of them are independent in this world right now.

Rebekah: But then a lot of them get out on their own, and then they find that it’s not as easy. And so sometimes they end up coming back.

Greg: Yeah, I think the thing is, especially when they come out of the academy, they go right to their own and they don’t realize that it gets harder.

Greg: You’re right. A lot of them, they don’t know the business part. And I think that’s where they struggle with that, and then they get burnt out, or it’s too hard. So I try to give them an idea of what it takes to run a business, and what kind of surroundings. And I think it’s about trying to create as professional as we can, for us and for the industry.

Rebekah: Well, like you said before, you plant that seed, and then they end up coming back later, or they end up remembering what you taught them.

Greg: Yeah. And I still go to the academy schools and teach. I’m still involved with that. To me, it’s just trying to get the young ones to really take consideration. I do believe the first place you work after you get out of school is so important, because that either lifts you or kind of takes you down. So I really believe that they need to find that first place. That’s what I’m saying [inaudible] young talent. I can have an opportunity to give some kids a little bit of a better start.

Rebekah: Well, you pour into them, you speak life into them, you encourage them, you teach them about character, the salon creed, all of that. So I think that’s amazing.

The best part: relationships

Rebekah: What would you say is the most amazing part of being in this industry, the thing that you enjoy the most?

Greg: I think it’s just the relationship that you create with people. I think that’s the fun part, where it’s amazing. You can have someone for the first time and find out so much about them, and they share a lot of stuff with you, and you become very close to some clients and you just build a good relationship. Sometimes you feel like a therapist. People just need to share things with you and get things out. And then also making them feel beautiful on the outside. My goal is always to give that time, whether it’s 30 minutes or two hours, to help them feel better about themselves. And I think sometimes people just need to talk to you.

Rebekah: They need encouragement. They need someone to speak life over them.

Greg: That’s exactly it.

Rebekah: What an opportunity as a hairdresser, to be able to pour in. People come and sit in your chair and they can tell you more than they would tell most people, and they feel that sense of trust. It’s a great opportunity. It kind of reminds me of the film series, I’m Not Just a Hairdresser.

Greg: Absolutely. Not just a hairdresser. And I think that’s why the ones that stay in it for so long and want to create something good, it’s definitely a giving industry. You’ve got to give a lot. But I think the reward is so much greater after that. Just watching someone smile or feel good about themselves. And I think we do so much more than maybe people think we do. Again, planting that seed of taking care of somebody, at least on the outside, and making them feel good at that moment. And I think that’s what helps me continue to keep going, and helping other hairdressers maybe give that same kind of experience to the guests that come in.

Advice for salon owners: don’t quit

Rebekah: What is something that you’d want to impart to other salon owners? What would be your advice?

Greg: I think it’s not being afraid to make mistakes. And I think the part about being an owner is that it’s hard not to give up a lot. A lot of times we get it from all ends, whether it’s the guests, whether it’s a lot of the stylists that we have. And I think if you have a dream, if you have something that you can really set your mind and your dedication to, those things will start to happen, good. And having a business of integrity, having a business of truth, and having a business of being honest in every area that you can, it’s only going to make it better.

But it’s not always glamorous. You wake up with it and you go to bed with it. I think the rewards are later down, where you’re helping these people, hairdressers or other clients, who are helping take care of each other, helping take care of their families, because you’re giving them an opportunity. I think that’s just: don’t quit. Don’t quit. There’s [inaudible] days you want to quit. But when you love something, you love what you do, be passionate about it.

Why education never stops

Rebekah: You’ve been in education for a long time. What is your motive for educating? What’s most important about it?

Greg: I’ve always believed once you think you know it all, then you fall behind. So to me, education is the part that keeps me motivated and keeps me growing. As long as I’ve been in this industry, things have come around. It might not be quite the 80s look, but it’s got a different 2020 look, and I think that it’ll continue. The education part just continues to help you grow in every area of your design. And I think the education part is essential to your success.

Fortunately or unfortunately, some states don’t have continued education. Once you get your license, they say go ahead. Other states require a certain amount. I’m a big believer that you should do continual education, whether you’re in a state that requires it or not.

Rebekah: Is this Colorado?

Greg: No, we don’t have it.

Rebekah: Really?

Greg: [inaudible]

Rebekah: Wow. That’s too bad.

Greg: It makes me not very happy, but I think that’s what separates people in any kind of occupation. I don’t think it takes much to grow, keep learning and be really good at what you do. Keep on. That’s the best part with the education.

Rebekah: So you value education for your team, for yourself, as well as pouring in and educating others.

Greg: Yeah. I think that’s the core of not being burned out and loving what you’re doing, just continuing growing. Because that’s when we get stagnant, and you think, I can only do so much. But when you go to cosmetology, you get three licenses, at least ours. You get your nail, hair and skin. So there’s a lot of opportunities. [inaudible] There’s a lot of stuff that we can do in our industry to grow. [inaudible] And I think the industry is a really successful industry that you can do extremely well in.

Hair jams and an open door

Rebekah: Greg, you had told me one time that years ago you used to do something once a month. What did you call that?

Greg: Hair jams.

Rebekah: Hair jams. Tell us about hair jams.

Greg: Well, I think the idea was to get the community of hairdressers together, those hairdressers that wanted to just hang out and do hair, in each different salon.

Rebekah: So was it salon owners?

Greg: Yeah, [inaudible] other hairdressers from their salon.

Rebekah: Other hairdressers too.

Greg: And so I think that was the culture that we wanted to bring, especially in Springs at that time.

Rebekah: Well, Greg, thank you so much for letting me interview you today.

Greg: Absolutely. This has been a pleasure.

Rebekah: And if you want to get involved in some of the things that Greg is doing, you should reach out to Salon Kreed.

Greg: Yep. Absolutely. Just reach out and we’ll see what we can do. And we definitely welcome anybody that wants to do additional education or additional things.

Rebekah: You’re offering education a lot. And you also do that for the community, where you bring people in and then you invite other salons.

Greg: Absolutely. Right. [inaudible] different companies that come on. It’s not just the ones that we have here. So my goal is exactly to bring in different ones, from barbering to different color companies.

Rebekah: Awesome.

Greg: Yeah. I’m very excited.

Rebekah: Well, thank you for what you’re doing in the industry. Thank you that you care about pouring back into the next generation. I think that’s so important, to continue passing on what you’ve learned, and really, like you said, inspiring them with character and integrity.

Greg: I appreciate it very much. Thank you for talking to me today. And I’m excited about our next generation of hairdressers.

Rebekah: So are we. Thanks, Greg.

Greg: You’re welcome.