Melissa Cote had planned to expand her beauty salon, but as the construction was wrapping up on her new Shrewsbury location, Gov. Charlie Baker put out his order on March 24 for non-essential businesses in Massachusetts to shut down in an effort to stem the spread of the coronavirus.
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Melissa Cote had planned to expand her beauty salon, but as the construction was wrapping up on her new Shrewsbury location, Gov. Charlie Baker put out his order on March 24 for non-essential businesses in Massachusetts to shut down in an effort to stem the spread of the coronavirus.
How close were you to opening?
We just had to do a couple of things before the final inspection. We were two or three weeks away from being able to open before Gov. Baker put out the shutdown order. We are still progressing. Fingers crossed, the final inspection will take place by the end of the month, and we will be ready to go when the shutdown is lifted.
What is the new space like?
I went from 800 to 2,400 square feet. It has eight rooms, two bathrooms. The silver lining is the new space is perfect for social distancing. We can keep one or two people per room.
Why did you decide to expand?
The original name for my business was Sun Kissed Tan & Spa. We had two tanning beds, spray tanning and nail services. Spray tanning was about 70% of the business. Then I started to offer cryo services with this machine called Cryoskin, which is essentially a small dose of body contouring. I’ve been doing that for the past year, and that is what inspired me to go for a bigger space. It is an hourlong process, and I was working longer hours, so I needed more staff.
What has the shutdown meant?
We are 100% cut off from revenue. Especially because we are in the beauty industry, which is hit really hard, as you are face-to-face with people. You are basically touching people the entire time.
How can you limit touching?
I can do spray tans without touching people. I will be wearing a mask, and I will be offering all my customers masks. The nail services are a little trickier, and we are looking at face shields or plexiglass in the middle of the table.
I believe I should be able to do the cryo. With me having a mask and them having a mask, we should be ok. People usually get their legs or their stomach done, so I’m not right next to their face.
The beauty industry definitely will be changed for multiple months. We are not going to be back to normal.
What else will change?
I’m not going to have all the decor and all the furniture I want. Instead, I’m shopping for hand sanitizer stations. I’ve shifted from thinking about an opening party and instead about everyone’s safety. I’m adding a second desk to keep people more separated.
Salons will probably have no-guests policies, so there can’t be any spouses or boyfriends. The only exception is a parent for a minor child.
Will it be busy when you re-open?
Everyone has been messaging me, because people want beauty services. They tend to make people feel better. I am going to extend my hours once we do open up, because there is more demand but also to space people out more. It will be a longer, slower day.
How about your finances?
I had been debt free for the entire 10 years of the salon, until I decided to expand. I got a five-year, $20,000 loan through one bank. As of right now, I am just paying the debt service, even though I have little revenue coming in.
It has not been easy, and an HVAC overhaul delayed our opening process for about three months. I do have rent relief from my landlord. For me, that was the absolute biggest thing. They have been extremely helpful, especially with the delays and everything.
Have you applied for stimulus money?
I have been applying, but no luck yet. I’m not optimistic, and I am not planning on receiving anything. But if I do, that would be wonderful.
How long can you be shut down for and still re-open?
July would be really sad, but at this point, anything I need to do in order to re-open, I’ll do it. I’ll make income however I can in order to ensure I can re-open. I’ve sold nine home beauty kits to some of my regular customers, so I am starting to make a little income. I’m going to plan for it to be rough, but I’m going to make it happen. I’m very determined.
This interview was conducted and edited for length and clarity by WBJ Editor Brad Kane.
