Today I went to the home of Gina LaRocca, a hair stylist at Alessadro Salon on 4th Street in San Rafael. She has been in the business for 24 years, 20 of them in the Alessandro Salon. A true native of Marin, she attended Marin Catholic High School in Greenbrae and then, went on to Marin Beauty School in San Rafael. Beauty school passed quickly for Gina being only a little over a year long. There she learned the basic skills needed to pass the state board exam, a nerve racking day long experience. After she graduated, she assisted for two years with an innovative salon that taught her new and up coming techniques. She, also, traveled with them around California and other states doing platform work with this company. They represented new product lines and taught their new ideas to other stylists.
Gina married Mike LaRocca at St. Isabella Church 15 years ago, and had their reception on the California Spirit on the San Francisco Bay. It was one of those beautiful fall days in Marin. Gina and Mike own a home that they recently refurbished in Mill Valley and have three daughters Olivia (13), Yvonne (11) and Vivian (8).
Gina loves Yoga, working out, hiking, water skiing and camping with her kids. Her first job was working at her fathers restaurant Sabella’s on Fisherman’s Wharf.
Why did you get hair business?
As a child I was always cutting and styling my dolls hair. Then my friends were brave enough to let me experiment on them. But I, also, got in to the business because my father and grandfather would not allow meet to become more apart of the restaurant. It was a male shovanistic time. No women!
What have you learned about opening your own business?
The business end is the easiest. It’s satisfying crunching your numbers at the end of a long day. But it takes hard work and consistence especially working with people in such an intimate way. In this business you are a caregiver-psychologist. I take pleasure in helping people feel good about them selves through their hair.
What was your biggest mistake?
Not learning to pace myself and saying yes to everyone. It is very easy to burnout in this business. I had to learn to cut back not only for me but my family. I was working 5 days a week, 10 hours a day. Thankfully, I had a strong clientele that allowed me to make those adjustments.
Any advice for other small business owners?
Be ready to work hard, be involved; don’t think other people can run your business. As my dad would say “ They’ll steal you blind if your not there”.
How would you categorize Marin shoppers?
They come in to be taken care of; they want to feel special. I’m happy to try and give that to them as long as they don’t get to over bearing. Those ones can really drain you.
What advantages are there for owning a business in Marin?
One of the advantages to working and living in Marin is the community. My businesses is successful because of referrals. It always amazes me how many people on any given day know the person in the next chair and the next chair.
What is your hottest selling product?
Anything green, all natural products, preservative free. People are really becoming more aware of what they are using on their bodies.
What is your favorite product?
We are using the Kevin Murphy line. The shampoos and conditioners are really fabulous, they smell wonderful (like a spa) all organic and preservative free, the bottles are made out of recycled material
Any trends in the industry?
Going green! It is still such a new concept. I am looking forward in seeing were this will take my industry. Big changes ahead I’m sure.
What celebrity picture do they mostly bring and why?
It used to be Jenifer Aniston when she cut her hair, they loved the cut and liked her highlights (more natural, not so bleached out), Katie Holmes, the short bob with the sideswiped bangs. But the latest was Victoria Beckman for sure. Her style was so new and edgey. As a stylist, I could really vary that cut to suit many different people. It was a lot of fun.
Don’t you love it when people come in and want a complete transformation?
Yes, but not everyone is ready for it, you can really scare them so you need to make sure they are ready. We have to do a lot of Q&A to get to the transformation.
What steps do you take to be remarkable?
I talk with my clients and listen to them. With every client I sit them down first just to check in about what is happening with their hair and a lot of time their life. I take time to share knowledge and have good conversation.
5 Quickies:
Pet Peeve? Negative people drive me crazy. The client that is always 12 minutes late late, and always makes the same excuses. Just be early. Just be honest! .People who talk on their phone at inappropriate times. Why do they want color and hair all over their phone?
Guilty Pleasure? Steeling a few hours for myself to get a massage, a pedicure or going to Calistoga, and then feeling guilty about it.
Child Crush? I was boy crazy when I was young, there really wasn’t one!
Favorite Song? Old rock-n-roll ACDC, Led Zepplin “Stairway to Heaven” & “Banana Pancakes” by Jack Johnson It’s such a happy song.
Last Splurge? The furniture that we are sitting on right now!
Favorite animal? Cats, we just had a litter of 4 kittens, we kept one, so now we have three cats
Last thing you bought online? Sole pads (to help you sleep at night) and a Fast Trak…I finally got one!
Favorite TV show? Grey’s Anatomy and House Maybe I should have been a nurse?
Hobbies? Cooking… I enjoy making dinner for friends, putting on events, and fundraising for the schools
What do you love? I love sitting on my front porch and looking at Tam, and watching my kids (oh yeah, and my husband)
Favorite Food? Seafood, crab and lobster (from LaRocca Seafood J)
Shameless Plug: Alessadro on 4th Street in San Rafael, hours Tuesdays, Thursdays and Fridays 9am-7pm at night. “Come relax and leave looking and feeling great”
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