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Robert Leonard Salon and Spa cradled in its downtown Seattle high-rise is the salon you always promised yourself you would work at, the one in your fantasies of opulence and perfection. Achingly beautiful like Jacqueline Bisset and filled with the glitz of Cocoa Chanel's private apartment, it has the sparkle of an early morning dream.
There is a change in the leadership of Robert Leonard, a younger couple, she a stylist at the salon and he a working man, have taken this beauty, or so it seems. After the transfer, John and Robert remain: both stalwart to the traditions that made Robert Leonard the jewel of West Coast salons and eager to improve the salon, just as before. They are all co-mingled in one of the most ambitious enterprises in Seattle salon history.
Robert Salmons is the spirit of the salon, its living legend and the one primarily responsible for its smashing décor. John Martin is the mentor and management broom and, like Eric states, a stalwart ship's carving plowing the tempest. Eric Stordahl is the fresh-faced captain involved with mechanics and money, goals and strategies while his energetic life-mate Becca Hellings is the director of style, education and fashion imagery. John and Robert continue to provide customer recognition, a sense of intimacy and both feel they are involved in a special place and a unique opportunity. Becca and Eric are, as another aspect of the new team, adding confidence, stylist growth and a sense of getting the salon and spa to look outward more: to show the world what Robert Leonard stands for. The interview was intended to be a round table discussion of the history, transformation of leadership and the future of Robert Leonard Salon and Spa in downtown Seattle, Washington, but everyone was very busy and the interviews took two hours and were done individually or in pairs, Here are the results. John Martin
Capelli: You built a world-class salon in Seattle and transformed the salon business in the process, but a question to start us out: how have you been transformed by your experiences at Robert Leonard?
 John: When we first opened Robert Leonard, I had no knowledge of the salon business, though I went thru the Bon Marche management program and later became a cosmetic buyer at I Magnin in Seattle. This job took me to Chicago where I met Robert while he was in beauty school. Robert and I laid plans to build a salon in Seattle, which had nothing along the lines of the salon we wanted to create.
Capelli: Is it fair to say that you brought with you a plan to build the type of urban salon one would find in Chicago?
John: We brought a full service environment to Seattle; but we needed to educate Seattle-ites about a such an environment. We were not a big success right away. We had to learn from the missteps we took and we took many in the beginning.
Capelli: Your experience with display and décor shows throughout the salon in many big and little ways. Was the translation of your skills also a challenge?
John: I was always good at displays and touches, but Robert is the one who has more design talents and you see his influence everywhere. In these last years, we tended to play off one another as we grew the salon. I really feel that Robert's attention to ambience and comforts is what has made Robert Leonard the client experience it is.
Capelli: Like this room we are in?
 John: Look at the couch and chairs we are sitting on. They were made for the Legion of Honor Museum in San Francisco. They had brought, from France, a full paneled 19th century drawing room and needed furniture that was of the same period. When we acquired the set, it was in dire need of repair. We had the wood restored and had the pieces covered in colorful bamboo fabric, the bright pattern you see. We took something classic and put a modern organic covering over it and I think it looks good, yes?
Capelli: It is wonderful. Very English countryside, but bamboo, yes?
John: Somewhat recycled pieces that goes well with our Indochine carved doors and panels you see along walls and throughout the salon. This goes with our desire for a tranquil Zen atmosphere for the salon and spa. May we talk about the large painting in the nail and pedicure room?
Capelli: You mean the Pollack-like piece? The wild stunner that fills the wall?
 John: That painting, Neptune's Necklace, was done by Northwest artist Lois Graham and it hung at Foster White for a bit, never sold, and went into her home. She offered it to us, and we felt it would be perfect for our expanded nail area. It really sets the room apart. Days before delivery of the work, Lois passed away. We think about her everyday and have this magnificent example of her fantastic talent to remember her. She was just amazing.
Capelli: That's a great story and makes the painting all the more memorable. It makes the room. Tell us a little about how the transformation to new leadership is going for you and Robert?
John: When Becca first approached us about a partnership, we were thinking about 10 or 20 percent or something along those lines. It was an idea we all took seriously. After Becca married Eric, we began to see how truly sensitive they were to Robert Leonard's unique character and a symbiotic arrangement grew. They are as involved as we in a transition that saves the clients from a jarring change.
Capelli: Has the sudden downturn in the American economy affected your business?
John: The downturn has affected us in an unexpected way. After we remodeled and opened up additional space for stylists, we expected a raft of new hairdressers but we did not see them all at once. They came one and two together and are still coming in.
Capelli: What we always see in these economic valleys is the weaker players fall out and the stronger ones, like Robert Leonard, collect the best stylists. It actually works in your favor. Many salons would see the downturn and cut services to the bone, but you are not doing that.
 John: True enough, we are not standing still waiting for the rebound. We are maintaining our offerings. We are training new stylists and Becca intends to increase that program. Most all new stylists that come in have some years experience and bring their following.
Capelli: Did you start the salon with a concrete vision? Was it "this is what we want and this is how we do it" or did it evolve from a different concept?
John: When we met with the landlords for this space, we produced, on their request, a two-page proposal of our intentions. We didn't know exactly how to do this, so, with the numbers, I included an anthology of our vision. That has not changed in 34 years. We were always going to be full service, always going to be caring and compassionate, always going to give the correct service to each person.
Capelli: John you are still so young. You must have started this project when you were both 14.
John: (laughter) I feel that it is all due to being around good skincare. Much of it is from being around a wonderful partner and friend, Robert. I have pictures of both of us when we first started out that shows, well, you may want to return your flattery for a full refund.
Becca Hellings and Eric Stordahl
Capelli: Not to put anyone on the spot, but isn't it a bit daunting to take the helm of such an iconic salon and spa?
 Becca: We get asked a lot why we don't just open our own salon, one without the history and expectations. One reason is: I do not feel I could ever create, at this point in my life, the success that is Robert Leonard. If feel a lot of what John and Robert built says a lot about who they are as people and I will be successful because of the way they raised me up in this business. The feel of this place can never be recreated.
Capelli: We are sitting in a make-up room that is, well, just extraordinary. How would you describe the texture of Robert Leonard?
Becca: John and Robert have an eye for the ornate, one of a kind piece that make a room. Eric is enthusiastically learning from them the skill that goes with this talent. Oh, hey Eric, come on over and talk with us! We were just starting.
Capelli: By the way, Eric, you are wearing the same shirt I am.
Eric: We both have good taste.
Capelli: When we spoke with John, he said he was much like Eric: he had no background in running a salon, but he grew to it. Becca, on the other hand, has a history here: nine years working with Robert. How did you come to Robert Leonard?
 Becca: We had a thing in beauty school where we did salon visits and I came here for my first visit, never went anywhere else and pretended I went to other places. I interviewed, they called me and I started immediately after.
Capelli: May I ask, do you think being a successful salon owner will be easier if one ia a good stylist?
Becca: Yes, in my situation, it helps me to be attentive, focused and understand both sides of the chair.
Capelli: Do you want to stay behind the chair?
Becca: Definitely. You gain an ability to relate to the entire salon and all situations. Eric, because of his background, gets a practical view of the salon. Together, we see more sides to each situation and can act accordingly.
Capelli: Eric, you came into this relationship knowing you have to learn the business pronto.
Eric: It is reassuring seeing John at the front of the salon, taking care of things. He is a fair man that has an ability to satisfy a client's requests with a bit of honey and I am learning this from him.
Capelli: He has some iron in him and he says the same about you, Eric.
Eric: I may have a bit too much iron at this point.
Becca: They have a strong relationship that I like to see. John will advise Eric on things and Eric takes it so well. Eric: The reason I agreed to invest is, simply, John and Robert. I am from a construction background and I need John and Robert to shed light on the right way to manage an enterprise like this. In the construction field, everyone knows the deal. The first time I took someone in the office here, and talked to them like we were on a job site: immediately came the tears. That caught me off guard and I completely lost focus. It became important to reassure that person and let them know I valued them. Becca: The experience is morphing our relationship and we are always finding new ground with each other. I am several different people in the salon, depending whether I am with a client, with Robert or helping Eric and Eric is steady and focused, so this is good. Eric: I want to add that Robert Leonard is bigger than any one person and the sum is bigger than its parts. We are involved in the culture of Robert Leonard and we all carry this culture inside us. Capelli: We were two guys that did not see the economic downturn and did not expect it to be so deep. Did you at all see this coming?
Eric: I have experience as a real estate agent saw it coming. In Florida, Boston, we watched the bubble burst. We get it a little after California, it seems. To counter this threat, we are going back to the things Robert Leonard did to make it great.
Becca: Not complicating things at a time like this is the way to go. We know what we are good at. We love our clients and we enjoy the relationship.
Capelli: Tom Gallagher of Oribe was here last night doing a class and a photo shoot. You all duplicated a Vogue cover by Oribe for a contest. How cool is that?
Becca: They were so complimentary to everyone here. This is in tune with our educational plans for this year. We have always been heavy in education and hands-on education has become a priority. We have been deeply involved with Bumble and bumble education and look forward to learning and sharing with Oribe.
Capelli: The past, present, and, most importantly, the future of Robert Leonard is a compelling story. We wish you the best. You guys are awesome.
Robert Salmons
 Capelli: Robert, you trained Becca when she first came into Robert Leonard and the results must be gratifying.
Robert: She has been a part of the culture here for 9 going on 10 years. She fulfills our requirement of choosing someone to carry on the Robert Leonard legacy. Someone as committed to our culture and as knowledgeable.
Capelli: What is the toughest part of the decision to move in a direction which can assure this consistency?
Robert: Being consistent day to day, of course and keeping the right emotional level. The people you work with and the clients must be assured they can trust you.
Capelli: You've trained a lot of stylists over the years, some as apprentices and others as peers, whether they will acknowledge this or not.
Robert: I hope I am a positive influence, if just by example. Even without a formal training structure, I try to be a gentle but positive influence.
Capelli: Would you characterize yourself as a classic hairdresser?
Robert: More or less, my leaning is to classic beautiful hair. At any age, a woman should look great and be at her full powers.
Capelli: Did you meet Oribe recently?
Robert: He was in our salon the first of January. I have watched his work since 1982 and I am so happy he is continuing to grow his skills and let his work evolve. Oribe and I get along, because we speak the same language and look for the same fit in our work. He has been blessed with a huge body of creative effort and has grown up at photo shoots and behind the runways, so his talents have had a great outlet. I have spent 90 percent of my time behind the chair.
Capelli: You look really comfortable behind the chair and you are never away from your post, it seems. Do you want to move towards more editorial work in the new future?
Robert: I want to provide our stylists the opportunities to do just that, but I receive fulfillment from my daily schedule. The work becomes the reward and I get my validation from the work I do.
Capelli: The way Robert Leonard is today, right now, is the best it has ever looked. It looks more free form and there is a definite Eastern influence. Is this a designed change?
Robert: Yes, it was deliberate. Living in the Northwest, we are influenced by Asian and Zen elements, and take energy from their inclusion in our design. The full look of this salon wasn't something you could just install: like you do it at once and it is suddenly there. It took time and circumstance. It is both European with a French Indochine influence. It just flowed together.
Capelli: How long do you feel this salon will stay as Robert Leonard?
Robert: We have served Seattle hair for 30 years at this location and are, we believe, the longest lived salon in that situation. It would be nice if, under the right stewardship, we would be here for another thirty years. Becca's energy, training and personality, combined with Eric's business abilities make them the right couple.
Capelli: Any thoughts on weathering the sudden slack economy?
Robert: We believe that if you provide quality service and are there for others, they will budget that experience. Appreciating the client and thanking them for their support through your work makes them eager to return.
Capelli: Can you close this discussion with a last observation of the challenges in the transition at Robert Leonard? I feel we have talked that subject thoroughly, but any last thoughts?
Robert: Only one: the role John and I will have is to be there for them to lean on, to ask what is where and for a sense of guidance. It is a privilege to be a part of their success and to be asked to help. I want to thank you for taking your time to talk to us, it was enjoyable.
Capelli: The pleasure was all ours and we look forward to future conversations.
Capelli d'Oro ©2009 |
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