Tough Times for New Businesses

It’s no secret that times are tough for everybody, but it’s proving to be especially difficult for new small businesses that don’t have an existing client base — even storefronts with ideal locations, marketing support, and creative promotional efforts.

Exclusive Salon & Spa, which has been open less than a year in the new shopping center across the street from the heavily trafficked Fanwood Train Station, is struggling to attract business in this tough economic climate. The full-service salon offers hair cuts and color, manicures/pedicures, facials, waxing, massage, make-up applications, and cellulite reduction treatments in a sleek spa atmosphere, all at competitive and reduced prices. Yet, the brand-new stylist chairs remain empty, the beautiful hardwood floors don’t need to be swept, and the soft, lavender sprig-topped towels remain folded and unused.

Irma Cruz, Exclusive’s owner, is doing everything right and then some. She has run online ads and coupons with Google, Yahoo, MSN, Yellow Pages, Patch, Merchant Circle, and the Fanwood Business and Professional Association, as well as canvassed the neighborhood with flyers at bus stops, the train station, A&P, South Street Café Pizza & Pasta, town fairs, and up and down Martine Avenue. Cruz has held community access TV interviews with Fanwood Mayor Colleen Mahr in the salon, ran print marketing in the “Suburban News” and “The Star-Ledger,” held free demonstrations and special events, and has created partnerships with local businesses, including a "Spa-Tea Experience" package with The 1910 House Bed & Breakfast in Scotch Plains. She even gives away care packages of sample products and offers complimentary 12-month subscriptions to popular magazines such as "Every Day with Rachel Ray," "Women's Day," "Men's Fitness," "Car & Driver," and "Star" to clients just for visiting the salon.

Cruz has even gone so far as to sit on the benches outside her salon handing out flyers to passersby in an attempt to get people through the door — all to no avail.

“For years, my dream was to open my own salon,” said Cruz, a resident of Union. “Before Exclusive, I used to work for Merrill Lynch as a supervisor in the operational department in Westfield. I did that for 23 years, doing beauty on the side. I love hair, color, and skin, and I wanted to do it from head to toe. I love to interact with people."

Exclusive opened in December 2008, at the same time that the store Enchantments moved into the new development complex. Cruz said that from the get-go, it was difficult to get the word out as the first businesses in the new building.

"In April, business picked up a little bit, but then it went right back down," Cruz said. "I’ve done everything I can think of to attract customers. I started with six employees, and I had to let them go or they left. You’re not allowed to bring your clientele from another salon up to 100 miles within the area, so my employees didn’t bring clients with them. Since it’s been so slow, my employees had to get regular jobs. You’ve got to do what you’ve got to do. I can’t keep the staff if they’re not doing anything. I’m down to two people now. I’m hoping now that the summer’s over, business will pick up. A lot of the other salons are also slow, but they're not as slow as we are.”

Despite all her creative sales efforts, Cruz remains optimistic and is continually developing innovative ways to draw new clients to her business. She chalks up some of the slump to challenging storefront limitations, the bad economy, and to salon loyalty.

“People don’t see us, even though we’re across the street from the train station,” Cruz said. “I have a sidewalk easel that I put out every day in the front and the back, and I just installed new track lights in the window. The problem is the windows are tinted, so people can’t really see inside when the sun hits the salon. We’re not allowed to put any permanent awnings up or additional signs outside. I’m just limited to the one sign that’s already up above the salon. The majority of the people who come here think we just opened. They have no idea that we’ve been here for almost a year."

Cruz also noted that she thinks people are stretching their hair cuts longer and longer these day.

"I have had clients who have lost their jobs and can’t come as regularly as they used to," she said. "People are just not that adventurous. They’re afraid to try a new place. If they’re used to wearing a certain ring, they’re not going to take it off. That’s the way it is with every business. I just want people to know that I am here, and that people should try us out."

Cruz’s latest plans are to purchase a flashing neon “Open” sign, which she hopes will be easier to see, especially once it gets darker earlier. She will also offer free mini massages at Vitamin Shoppe in Watchung and PNC Bank later in the month, two new salon specials for fall and Halloween, a coupon in the winter issue of “The Fanwoodian,” a table at Fanny Wood Day on October 4, and an October $49.99 spa package sold at BJ’s. Cruz is also considering hiring a clown who will play music and make balloon animals in front of the store on a Saturday, as well as renting out the two spa rooms in the back of the salon in an attempt to help keep her business alive.

There are two other hair salons in Fanwood: The Lemon Tree and Anton’s Salon & Spa, both of which have been established in the community for many years. Breaking into such tight competition would be difficult for any new salon, although Cruz prefers to see opportunity over adversity in the market. 

“My salon is unique,” Cruz concluded. “This is one-stop shopping for you. You don’t have to drive to three places to get your hair, facials, and nails done. We have free parking in the front and back. We serve complimentary green tea, water with lemon, and coffee and cookies in the morning. We’re priced lower than everyone else, and we always have special offers to pamper you. I want this to be your home, your tranquility. You can come here, hang out, and do your work here. It doesn’t matter if you get any services done here or not. Here you are always the star; we’re not. This is what I’ve always wanted to do for people. I’ve been very devastated by the fact that this is my dream, and it might be coming to an end. Basically, I’m just trying to get out there and do whatever I can—an event, a facial, something to tell people about the business—and hope that the storm will be over soon.”

Editor's Note: Exclusive Salon & Spa's owner originally told Patch that she feared she may have to shut her salon down by November if business didn't pick up. She now reports that she won't be closing at that time.

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Exclusive Salon & Spa

232 South Avenue, Fanwood

(908) 288-7466

Hours of Operation:

Tuesday & Wednesday, 10:30 am - 5 pm

Thursday & Friday, 10 am - 7 pm

Saturday, 10 am - 5 pm

Current Specials:

“Back to School Haircut Special” for boys ($10) and girls ($12 and up, depending on hair length).

“Gentleman’s Night” Thursdays, $15 for wash, hair cut, and buzzer — and watch the game!

“Gold Party” event on Friday, September 11, 5-8 pm, at Exclusive Salon & Spa. Bring your gold jewelry and watches to the salon and sell them to American Gold & Diamond Buyers for cash.

Fanwood Business & Professional Association meeting event on Friday, September 11, 5-8 pm, at Exclusive Salon & Spa.