Meet Verina Schafer Organic Salon in Beverly Hills

Today we’d like to introduce you to Verina Schafer.

Verina, please share your story with us. How did you get to where you are today?
My journey started when I was still a teenager in high school. I finished my required classes early and signed up for a program that required me to leave the school for half the day, training for a career in cosmetology. It wasn’t until I drove to the program’s location to fill out paperwork that I realized it was a program for earning my license to do hair! Ha. (I assumed “Cosmetology” had to do with cosmetics.) So….. this is the funny story of how I stumbled upon my life-long love of hair that has turned into a very fulfilling and successful career. Another funny story for how I landed my first job: There was a salon near where I lived that I thought would be a perfect place to start. On the day I decided to pursue a job, I put on my best professional clothes, a skirt “suit”, and with notebook and pen in hand, I walked in and asked if I could look around. (I wanted to get a better look at the place and thought that was a reasonable request) The manager allowed me but seemed hesitant. I did a quick walk through of the place and came back to the front and asked if they were hiring and she said, immediately, “No”. I was disappointed and left. Later, I realized that she probably thought I was from State Board, wanting to do an inspection. (Because I was dressed so formally) A couple weeks later, while on my way home, dressed casually, wearing shorts carrying a bag of groceries, I decided to try once more, and I stopped in and asked once again if they were hiring. That same manager said “Yes! We are hiring. Come to my office.” She hired me on the spot, taking me back and I filled out all the paperwork, etc. Surely, in my casual appearance, she did not recognize that I was the same person that had stopped by just two weeks ago inquiring about a position. Ha! So funny…

This was a wonderful place to start my career because I was surrounded by so much talent, working next to people with excellent training. I did ok, despite coming straight out of beauty school. I always had a natural gift for hair. But I was careful to only take on services I was at least semi-comfortable with. I used to go to my favorite beauty distributor to pick up products for myself: Mainline in San Diego, which was owned by the legendary Jeane Braa. On one occasion, the lead educator for their “Associate” program took me aside and offered me an opportunity to be involved in their program to be trained to become an educator and platform artist. I jumped at the opportunity, thus setting me on a path to being quite involved in the hair industry for many years. This put me on a steady diet of the best education and it changed my life forever! This is how I got my first job at the BEST salon in my city: One day, I showed up to the top salon, offering to work for free in exchange for the experience of learning. They hired me on the spot! They knew that if I were willing to work for free in exchange for further education, I would be very teachable, and they could shape me into a hairstylist that would work well for their company.

By the way, at that time, their company was making a HUGE impact on the whole beauty industry and making a lot of positive shifts. It was an awesome time to be a part of that. During six years with this company, I worked my way up into a management position at one of their locations. But after six years, I realized I needed to take a personal shift in my career, and I wanted something more: I wanted to work in the entertainment industry. So, I made the move to Los Angeles! Immediately, my tv/film career blossomed. I worked on such films as Charlie’s Angels II, American Pie 2, Pirates of the Caribbean, That 70’s Show, and many other films and television projects as well as many celebrities. These projects “landed in my lap” in such a graceful and easy way, I thought it was always going to be this way. But I had no idea how the industry was about to change. Less and less films and tv shows were being filmed locally, and the work dried up. Around that time, I was feeling a little ready for a change, anyway. It is a very difficult lifestyle, working on set in the entertainment industry. The traveling and unexpected schedule changes and night shoots and unsteady income can take its toll. It is quite a sacrifice to one’s personal life. Also, I was noticing the results of this lifestyle on the other members of my union. Especially the long-term members. Sadly, they are some of the most unhealthy and bitter people I’ve ever known. And I really didn’t want to be a part of that anymore. It was a very difficult decision, but after more than ten years as a member of LOCAL 706, I withdrew my membership. I dreamed a new vision: I wanted to create something that I truly believed in. I wanted to blend my lifelong passion for healthy living to my passion for beauty and hair. So… I wanted to provide hair services using the healthiest products and natural hair color possible to enhance the beauty of a person from the inside out.

I researched and discovered the best natural color line available and tested it to make sure it was going to perform enough for me to let go of my regular “chemical” color. I was going to go 100% organic in the salon or not at all! Thankfully, after testing and tweaking the formulations a bit I found I was able to achieve the same results and, in some cases, BETTER results with my organic hair color line! I was ready now! Though I had very few clients to start out with, I opened my first storefront salon in February 2010. It was a leap of faith. With the help of a few loyal clients, my business slowly grew. I am forever grateful for that small group of loyal clients that I call my “VIP’s”. After five years, I had to relocate due to the building being sold. I moved to a larger location not too far away. I was sharing space with another salon next door. The overflow from their salon would use my salon space. But, unfortunately, the overflow would also bring with it toxic chemicals from the ammonia color and other toxic services they were performing. And, also the tone of the atmosphere I was trying to create was different than what they were serving up. (I wanted a more calm, peaceful, spa-like environment.) So, after only one year, I made one last move two blocks away, to my current location. What a relief! No more sharing space for me! So here I am. I’ve never been so happy in my career. Or, I should say… my passion. Because it doesn’t feel like a “job” most days. It is the most satisfying experience to get paid for something I truly believe in and to serve others this way, by providing a healthy, uplifting and beautifying experience from the inside out.

So…. this is the story, the journey that took me to exactly where I am today.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Yes; there have been a few struggles along the way. I’ve had the experience of being treated very cruelly by salon owners and co-workers in certain companies I’ve worked in. And, as a business owner, there are unexpected things that have come up. Every owner learns how to deal with this “stuff”. It is part of the responsibility. I choose to see it as building my character and it makes me stronger, though it can be utterly frightening while it’s happening. Other struggles I’ve experienced: Assistants have betrayed me, creating lies, trying to sue me. [unsuccessfully] Assistants stealing confidential client files/contact information, to try to bring them over to their new location. I’ve had landlords that have done things that are unjust and downright illegal.

Alright – so let’s talk business. Tell us about verina organic salon – what should we know?
The name of my company is “verina organic salon”. We provide beautiful hair salon services using the most natural products and hair color available. We are known for our excellent organic hair coloring services. I am most proud of the success of my assistants and co-workers. Seeing them blossom and grow feeds my soul immensely. What sets us apart is our desire to continually grow, providing the most excellent service in a peaceful, life-enhancing energizing atmosphere.

Is there a characteristic or quality that you feel is essential to success?
A true fulfillment in the desire to help others to feel beautiful and look beautiful.

Pricing:

• Basic color touch up with blow dry is $85
• Balayage/ombre’ or highlights are $200
• Women’s haircut with blow dry is $70
• Men’s haircut is $50
• Blow dry is $45

Contact Info:

• Website: www.verinaorganicsalon.com
• Phone: 424 288-4316
• Email: [email protected]
• Instagram: @verinaorganic
• Facebook: verina organic salon
• Twitter: @verinaorganic
• Yelp: verina organic salon

Image Credit:
Photography: Matt Williams

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