Russ Barbershop: The
rise of a
modern barbering business
in Junín.
In the heart of Junín, a city in the interior of Buenos Aires, Argentina, a passionate barber is redefining the local male grooming scene. Maximiliano, owner of Russ Barbershop, has transformed his years of experience into a thriving business that combines traditional barbering with modern customer service approaches.
From employee to entrepreneur
Maximiliano’s journey in barbering began in 2021, but it was a year ago when he took the leap to open his own shop. “The dream of 80 to 90% of barbers is to have their own space, their place,” explains Maximiliano. This desire for creative and professional autonomy drove him to establish Russ Barbería.
“The dream of 80 to 90% of barbers is to have their own space ”
The transition from employee to business owner came with its challenges. Maximiliano had to quickly adapt to his new role, balancing his skills as a barber with the demands of running a business. “Working for yourself is not just cutting the client’s hair,” he points out. “It's about treating them well because they’re entering your place. You have to serve them kindly, chat, obviously cut their hair and beard well, and then do everything possible so that the client comes back.”
Overcoming obstacles
Like any new business, Russ Barbershop faced its share of obstacles. Maximiliano highlighted three main challenges:
- Initial investment: In Argentina, landlords typically require three months’ rent upfront to secure a commercial space. This significant financial commitment was the most challenging aspect of starting the business.
- Ongoing expenses: Managing regular expenses such as rent, utilities, and taxes is a constant pressure. “You have to pay taxes, get permits, the government asks for several things,” explains Maximiliano. “But these are things you have to face if you want to have your own salon.”
- Finding reliable staff: Maximiliano emphasizes the difficulty of finding responsible employees who can cut hair well and provide excellent customer service. “It’s complicated to find people who work well alongside you, who adapt to your style,” he says.
The Russ Barbershop experience
What sets Russ Barbershop apart in the competitive barbering market of Junín? Maximiliano believes it’s the personalized attention to each client. “I focus a lot on customer service,” he states. “In barbering, you have to build a good relationship with the client.”
This approach translates into longer, more thorough sessions with each client. While some barber shops might rush through a haircut in 15 minutes, Maximiliano dedicates 30 to 40 minutes per client. This extra time allows for a more detailed cut and fosters the personal connections that keep clients coming back.
Promoting Russ Barbershop
Maximiliano employs a diverse strategy to promote Russ Barbershop and attract new clients. While he acknowledges that word-of-mouth remains a crucial driver of his business, he also leverages social media, particularly Instagram, to reach potential clients.
“I try to post something every day, some story so that people remember ‘oh, I need to get a haircut,’” he explains. His content includes photos and videos of haircuts, behind-the-scenes glimpses, and humorous posts.
To stay current, Maximiliano attends barbering seminars that cover both cutting techniques and marketing strategies. Looking ahead, he’s considering radio ads and LED screen advertising to further expand his reach in Junín.
Embracing technology
To optimize his business management, Maximiliano decided to make use of digital tools and found the perfect solution in Vev. After trying several appointment scheduling software without success, he discovered Vev and was impressed with its flexibility.
“What I liked most was the ability to customize the colors and the cover photo. It’s excellent to be able to adapt the app to my business’s image,” Maximiliano comments. Vev’s ease of use has been fundamental: “It saves me a lot of time and I love not having to interrupt what I’m doing to schedule an appointment.”
This efficiency is key to not losing customers when he can’t immediately respond to WhatsApp or direct messages. Customers are also very satisfied: “People are very happy. They tell me the application is very good and very easy to use,” Maximiliano assures.
Moreover, Maximiliano is making the most of Vev’s marketing features, such as the customized QR code. “I’m working with a vinyl company to create a QR code that I’ll place in the shop window,” he explains. This code will allow passersby to make instant reservations, even outside business hours, further facilitating the process and potentially attracting new customers.
“What I liked most was the ability to customize the colors and the cover photo. It’s excellent to be able to adapt the app to my business’s image”
Continuous learning and improvement
Maximiliano’s commitment to his craft extends beyond the daily operations of Russ Barbershop. He actively participates in barbering communities, joining WhatsApp and Instagram groups to stay connected with fellow professionals.
He also dedicates time to watching videos of barbers he admires, learning new cutting techniques and styles. “Every day new techniques come out, new cuts come out, and every day you learn something,” Maximiliano says, emphasizing the importance of staying updated in the fast-evolving world of barbering.
Looking to the future
As Russ Barbershop approaches its first anniversary, Maximiliano has his sights set on growth and improvement. His short-term goals include improving the shop’s ambiance with better lighting and a TV for waiting clients, as well as offering complimentary beverages.
Looking five years ahead, Maximiliano envisions Russ Barbershop as a well-known establishment in Junín, with a fully booked schedule for himself and his employees. He’s open to the possibility of opening another location or moving to a larger space, but he’s cautious about expanding too quickly. “First of all, I want to fill the schedule for both of us here. Those are the short-term goals,” he states.
“Every day new techniques come out, new cuts come out, and every day you learn something new ”
Advice for aspiring barbers
For those looking to follow in his footsteps, Maximiliano offers this advice:
- Build a client base: Work in other barbershops first to develop a loyal clientele that will follow you when you open your own place.
- Take risks: You need to take the leap into entrepreneurship. “If you don’t risk in life, you don’t win,” Maximiliano asserts.
- Continual improvement: Focus on improving your service daily, not just in cutting hair, but in all aspects of the business.
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