NOLA L. SARKISIAN
Supercuts it isn't.
Scheduled to open in Beverly Hills this month is the ultimate one-stop beauty destination, where patrons can take yoga lessons, boot up their laptops and get their astrological forecasts in addition to more mundane stuff like having their hair done.
The owners of the new shop, dubbed Sublime, hope to create a nirvana for the stressed and harried. Naturally, such physical and spiritual bliss doesn't come without a healthy price tag including $75 to $125 for a haircut.
"It's a concept that's missing in Beverly Hills a Fred Segal concept of a non-mall setting, but instead of clothes it's for the woman's body," said Michael Miller, 38, an attorney and the salon's co-founder.
Built in the former Camp Beverly Hills site, Sublime's two-story, 6,000-square-foot building fronts Little Santa Monica Boulevard near Bedford Drive. The gray stucco concrete exterior is accented with stainless steel awnings and tin chevron tiles.
The Art Deco-style interior includes a sweeping staircase with a cast-iron railing and antique furnishings, such as metal hospital chest drawers and 1930s office chairs suspended on hydraulic platforms. Walls will showcase lithographs from decades-old Vogue covers.
"When you go big, people notice," said Donn Stuart, 35, Sublime's creative director and head stylist.
The full-service concept, which at Sublime will include an area to send e-mail and collect faxes, seems to be catching on. "It's the wave of the future," said Lupe Flores, president of the 3,000-member California Cosmetology Association. "You've already got the client there for one thing. Keep them there for another hour and add to your revenue."
Sublime's owners say they have invested between $800,000 and $1 million in their enterprise and have lofty first-year revenue goals of up to $5 million. But they're up against some steep competition; their Westside location is in the midst of Salon Central, with as many as 100 salons within 5.6 square miles.
"One stop might do well from the standpoint of convenience, but because you come in with beautiful architecture and furniture, it doesn't mean the quality of work will be trusted," said Joanne Harris, who operates her eponymous salon on San Vicente Boulevard and is a movie stylist. "It's good that (Stuart) is positive, but it's not realistic. He's up against Cristophe, Juan Juan and me. Am I going to be doing all his (hair) corrections?"
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