Archived Story

Long-time FF sylists pair up to create Aveda Concept salon

Published 11:19am Monday, November 26, 2012

During the 12 years Jenny Johnson and Joslyn Peters had worked near each other styling hair, they had often talked about owning their own business together.

Last month, the two decided to turn idle talk into action.

Johnson and Peters, former stylists at Attitudes for Hair in Fergus Falls, on Oct. 29 purchased Trendz, located at 401 W. Cascade St. from Kristi Eklund, who had owned it for eight years. Eklund will stay on as one of the business’s eight stylists. They also renamed the business Salon Tru.

“After years of dreaming, we wanted a chance to implement all the visions we had in our own business,” Johnson said. “The opportunity presented itself on both sides. She wanted someone to sell to, and we were looking to buy. It was a perfect fit.”

One of the primary visions Johnson and Peters will implement is the Aveda Concept, a national company that strives for environmentally friendly products. Aveda’s mission is “ to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmentaly leadership and responsibility.”

Salon Tru will be the only salon in Fergus Falls (there are salons in Perham and Alexandria) which carries the entire Aveda line, including the following:

• hair care

• makeup, which Aveda uses renewable sources to produce

• skin care

• air care (candles, diffusers),

• hair coloring, of which 97 percent of Aveda products are naturally derived

“We’re excited to implement all the Aveda concepts,” said Johnson, who is a graduate of the Aveda Institute in Minneapolis, specifying in hair color.

“We envision the who experience under one roof,” Peters said.

Salon Tru also will be offering manicures and pedicures.

Both Johnson and Peters said they have certainly felt the stress of ownership, but are up to the challenge and excited about the future.

“It’s been crazy busy, but so far, it’s been fun to see all our dreams come true,” Peters said.

Salon Tru will be hosting a holiday open house from 4 to 8 p.m. on Monday, Dec. 3.



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