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Meet Stacey Coronado of 20 Volume Salon and Spa in East Valley

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Today we’d like to introduce you to Stacey Coronado.

Thanks for sharing your story with us Stacey. So, let’s start at the beginning and we can move on from there.
I started in the beauty industry in 2002, upon graduating from cosmetology school about 18 months later, I opened my first salon in Pittsburg, KS. It was a small, 4 chair salon with a single station for nails. During this time, I also had the opportunity to work with Michael O’Rourke, founder of Sexy Hair and Rock Your Hair products. Under Michael O’Rourke I taught his SIM (Structure In Motion) hair cutting techniques across the nation. During my time teaching SIM, I was able to exhibit my work in various avenues including working on Katherine McPhee and having my work appear in Teen Magazine. It was during this time when I achieved the Master Stylist level.

In 2007, I moved to Arizona with the dream of opening another salon. It was 2009 when I said goodbye to Sexy Hair and was introduced to Aveda. I was hired as the salon manager at an Aveda Lifestyle Salon in Scottsdale, AZ while I searched for the perfect space to open my own salon. My search ended in 2012, when I opened 20 Volume Salon and Spa in Gilbert, AZ. This space has 11 stations for hair and 2 treatment rooms for spa services. I opened my doors as an Aveda Concept Salon as the only stylist. 5 years later I have 14 full time hair stylists and 3 estheticians. Aveda awarded this location the distinction of a Lifestyle Salon in 2014 due to it being the fastest growing salon in the southwest. It has also been awarded as a top 200 salon in Salon Today Magazine for 2 consecutive years.

The success in Gilbert has allowed me to realize my dream of being a multi salon owner, In April of 2017 I purchased my second location in Mesa, AZ. While the space appeased to me at 1st, I quickly realized that it wasn’t worker friendly and I wanted more for my staff. In a tough decision, I decided to close the store and embark on a 3 month renovation project. The renovation project was a resounding success as it allowed me to implement some rather innovative visions I’ve had for some time. This location is a paperless, desk less salon that has revolutionized the industry. We made the top 20 salons in Salon Today’s Salon of the Year. As a result of this success, I have had the opportunity to speak at industry conferences like the Serious Business conference and 2 to 10 Project.

Today I am actively involved in the day to day operations of both locations as I prepare to open my 3rd location in Ahwatukee, AZ. Including being the director of education for my newly formed in house training program for new talent stylists.

Has it been a smooth road?
Nothing is ever as smooth as you hope. Frankly, if it was easy, everyone would do it. I faced many of the struggles a lot of small business owner’s encounter. At various times I have felt undercapitalized, have had issues with finding talent I felt was appropriate for my business or the culture I have created… In essence, many of the issues small businesses face daily.

So let’s switch gears a bit and go into the 20 Volume Salon and Spa story. Tell us more about the business.
We are 20 Volume Salon and Spa. A family owned business co-branded with Aveda in 2 salons with the 3rd opening July 2018. 20 Volume provides all hair and skin services including facials, waxing and massage.

I am involved in everything. From the day to day operations, to leading our newly launched education program, to even being behind the chair 1 day a month to try to service as many as my long time clients as I can.

We are known for providing a strong structure and culture for our employees and for providing every guest that walks in the door with an extraordinary experience. Every guest, every time.

I would say that I’m most proud of the fact that we have grown exponentially and continue to grow. We have 2 successful locations with the 3rd opening in July 2018. Our 4th location opening in Queen Creek is on track to open late 2018/early 2019.

The biggest thing that sets us apart from others is the fact that we are changing the salon industry. Our desk less and paperless solutions have been so innovative and forward thinking that I field calls and emails almost daily from salons across the country requesting my consultation services in aiding them to follow my model, The exposure from being in Salon Today Magazine along with various blogs and podcasts has brought an incredible exposure to my brand.

How do you think the industry will change over the next decade?
The salon industry at its core will never change much. In the perfect symbiotic relationship the service provider and client work together to achieve the look that makes the client feel wonderful.

Where the industry will change in 5-10 years is in how the business is run and how a client is able to communicate with that business, We are already at the forefront of this change with our desk less and paperless model. As stated earlier, I field calls daily from salon owners across the US asking for my consult on how they can get to this model in their salons. Additionally, we are using more modern technology like a texting AI (artificial intelligence) system to assist in scheduling appointments and making changes to appointments.

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Getting in touch: VoyagePhoenix is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

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