At Small Nation, we think beauty salons are a crucial component of the downtown success formula.
Beauty salons might look like the place for your monthly cut and color on the outside, but they’re really so much more. For downtown areas in small towns, community beauty salons are one of the key drivers of animation and foot traffic in retail areas.
Like restaurants, beauty salons bring a consistent stream of customers to the area for appointment from morning through the evening hours. In a mood for relaxation and self care, a large number of salon customers will visit at least one other retail store in the area before or after their appointment and many will have a meal with a friend before returning home. One service supports numerous other businesses, and that’s good for everyone involved.
COMBINING SERVICE WITH RETAIL
The Poppy Seed began its journey at 110 West Columbus Avenue, where owner Breanne Comer brought her dream to life by blending boutique shopping with personalized salon services. Small Nation partnered with Breanne to help design and renovate the former jewelry store into a warm, upscale space that showcased her unique vision. The transformation included a $160,000 renovation that took six months from concept to completion, resulting in a street-front boutique offering curated apparel, accessories, and gifts, with a full-service salon tucked elegantly in the back.
As demand for her services and products grew, so did her ambition. Breanne made the decision to purchase her own building and expand to a larger location that could better accommodate her customers and future plans. Now operating in her new, owner-occupied space, The Poppy Seed continues to thrive—offering a broader selection of retail and salon services in a space she fully controls. Her story is a powerful example of how a well-supported launch in a smaller location can pave the way for long-term business growth and local ownership.
ANCHORING A MICRO DISTRICT
When there are multiple salons in a district, the impact they have on the area is amplified.
Brandi Madison had been working as a stylist at Hairloom, a local Salon, for several years when she learned that her current boss was ready to move on. She had always wanted the freedom of being her own boss, and in 2020, she got the chance. She purchased the business, renamed it UndertoneBeauty Bar, and expanded it to a full suite of beauty services at 125 Columbus Avenue.
Brandi worked with Small Nation and Revival Design Group on the renovation and updating of her space, and now has ten very busy stylists using a booth rent model at her space.
The success of Undertone and some life changes led Brandi to begin planning her future. She set a personal goal of owning multiple salons, and in 2022, the opportunity to open a second salon location presented itself. Brandi took over what was previously The Lock Shop, at 130 S Main Street.
Undertone on Main (130 S Main Street) has a different model, offering expanded services for hair, nails and skin. Offering the most unique range of services in the downtown area, Undertone on Main team offers expert cuts, a full range of color services, spa manicure and pedicures as well as waxing.
Undertone isn’t only important to downtown, they also serve as one of the anchors in Main Street Marketplace, Small Nation’s “mini Main Street” project that serves as a launching place for many of Bellefontaine’s downtown businesses. Undertone on Main’s consistent stream of appointments helps to bring a steady stream of visitors though the Marketplace so new business concepts can be seen and recognized.
AN UNDERGROUND EXPERIENCE
Adding to Downtown Bellefontaine’s growing reputation as a destination for beauty services, The Lavender Underground opened its doors in 2024 at 131 W Columbus Avenue. Owned by longtime stylist Darcy Law, the underground salon and grooming parlor offers a unique blend of walk-in accessibility, elevated service, and vintage charm in a newly renovated basement space once used as a barbershop.
Darcy, who has been behind the chair for over 23 years, designed the Lavender Underground to be a welcoming, inclusive, and convenient spot for clients seeking everything from curl management to eye lash services. On Saturdays, the salon offers walk-in-only service, making it easy for busy locals and visiting shoppers alike to stop in without needing an appointment – filling a gap in the market and increasing foot traffic downtown.
Barber John Paul Belluscio recently moved to Bellefontaine from Lexington, Kentucky, bringing 9 years of experience in modern fades, classic cuts, straight razor lineups, and beard shaping. Known for his approachable style and skill with clients of all ages, he’s reintroducing traditional grooming to the city. His Saturday walk-in hours are quickly becoming a local favorite.
The Lavender Underground is more than just a salon. It’s a testament to Bellefontaine’s creative reinvention of underutilized spaces, and it expands the city’s beauty service landscape by offering both personalized care and a flexible customer experience.
A PROFITABLE MODEL
For developers and building owners in small towns, a beauty salon may not be the first business that comes to mind when strategizing about tenant mix, but it is definitely one worth considering.
Although the business requires a fairly significant capital investment in equipment and infrastructure such as manicure chairs plumbing and hair sinks, it is offset by the potential for multi-unit rental income within a single structure.
A large number of stylists typically work independently, renting their chair space each month from the salon owner with all overhead resources shared. Other models are commission based, and still others might allow multiple independent stylists to rent chair space directly from the building owner.
A salon space with multiple chairs and a carefully designed interior space that supports the self care brand, if placed strategically in a downtown downtown location can not only be profitable for stylists and owners, but the community as a whole.
