Meet the Owner: Joi Rooks of Fresche Salon and Boutique

Joi Rooks originally opened her Fresche Salon and Boutique in Grant Park in 2003.  Rooks, who has been doing hair for 22 years, travels internationally and teaches hairdressing classes all over the world, has opened a second salon on Five Forks Trickum Road in Stone Mountain. In a recent interview, she sat down with us to share a little more about the business.

Patch: Why did you decide to open a Fresche Salon and Boutique in the Stone Mountain area?

Joi Rooks: I wanted to [offer] something innovative to the industry--something with old fashion values but with exceptional hair care. Because the Stone Mountain salon is in a house it's very intimate and cozy. It's very personal and you will feel relaxed. We offer our customers coffee, tea, soda or wine and we also [provide] wi-fi.

Patch: Why did you decide to call your salon Fresche?

Rooks: That's where the idea for the name Fresche about because no matter how long you've been doing [hair] you always have to stay fresh.

Patch: What has been the biggest challenge for your business?

Rooks: My biggest challenge has been staffing--finding people that are technically good and that will give the same level of professional service that I would give. 

Patch: What kind of things to you do as an employer to ensure that your customers get good quality service?

Rooks: I do a lot of training with my staff to ensure that my [clients] get good customer service.  I don't assume that everybody is going to treat the business the way I would treat it.  We do monthly classes--both technical and customer service.

Patch: What are some of the rewards that you've experienced in your line of work?

Rooks: I would say that the rewards are twofold. First, knowing that you made a change that will spill over to the rest of a person's life is so rewarding.  Secondly, is the long-term relationships that I have built with my clients. I have clients that have been coming to me longer than some of my [personal] friendships. Some of my clients are like family members.

Patch: What advice would you give someone wanting to go into the business?

Rooks: I would say do your research on every level. It's not enough to go to school and get a license.  It takes a special person to run a business.  I would also [advise] having some money saved up so that you can pay the bills if money is not coming in.