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By Bob Waite
I was thinking, well a hair salon—somewhere with a row of chairs, stylists busy cutting, coloring and washing hair. Probably a little fancier than most. The waiting area will have magazines and a tv, and people would maybe be talking to each other once in a while, but basically they would be there to get their hair and maybe their nails done. Nice area, Frenchtown—a river town that has beautiful 19th-century architecture, art galleries, boutiques, antiques shops and interesting people.
I arrive at Purotu and walk into what looks like a stylish boutique with comfortable seating, eclectic furnishings, antiques, torso busts wearing hand crafted jewelry, plants and an openness that immediately refreshes my spirit. In this entranceway I meet Travis Lupo, co-owner with his wife Kelli. They both greet me with welcoming smiles. I am offered coffee and pastry from a nearby bakery and a seat in the boutique/parlor where we chatted informally while watching people begin to populate Bridge Street.
Why the name Purotu? Travis explains, “Purotu means ‘beautiful’ in Tahitian.” I will soon find out that it means more in both Tahitian and in practice at this salon. It is a name that corresponds perfectly to its South Pacific origins, which also can mean ‘pretty girl’ and ‘charming’. I soon find out that because of the emphasis on holistic beauty, their goal is to show outwardly the inner beauty already residing in their clients.
Kelli, a hairstylist with three decades of experience and Travis, who has an entrepreneurial background in startup companies, are quite a team. Both are Hunterdon County natives and they love Frenchtown, seeing it as the perfect place for Kelli to open her own shop and work for herself. Without expecting it the business grew from 2012 when they opened it to beyond what they imagined in their wildest dreams. Travis says, “ This would be the result of 30-year plan and here we are.”
The growth began when they took in another stylist. In no time the business grew to the point where they needed more stylists and more space. They expanded their space claiming more of the rooms and floors on 36 Bridge Street. Services were added. The addition of services involved bringing in estheticians, massage therapists and more stylists. Wait! They are not stylists. Kelli calls herself and everyone who works on hair a “hair artist.” It is on their business cards.
“Hair is an art,” Kelly says. Travis emphasizes that artistry is an important value at Purotu. As he gives me a tour, I see that the art isn’t only in the skill of the seven hair artists, two estheticians, massage therapist and nail technician, but also in the design of the space itself.
Physically Purotu Hair Styling Salon is beautiful. Eclectically furnished with lots of open space, interesting art and comfortable seating—lots of stuffed chairs and sofas. It has the feel of home more than the traditional hair styling look. It is spacious and yet has little nooks like the waiting room for people waiting for color process on their hair that is a kind of mezzanine that overlooks the main styling area. Everywhere in the shop are interesting things to look at and an atmosphere that enhances community and conversation. People often ask if it is a furniture store.
There are two treatment rooms that their estheticians use. One is downstairs and the other is upstairs. The downstairs treatment room for skin therapy has HydraFacial equipment. Travis, explaining the cost of such state-of-the art equipment says, “It costs more than our Jeep Cherokee.” Explaining the machine’s capability, he says, “It's for cleaning, extracting and hydrating your face. It's so powerful— it's like a platform rather than a machine. Top skincare companies like SkinCeuticals and Eminence make what are called boosters for the HydraFacial machine. So, depending on the assessment of your skin that day, the esthetician will choose a booster that's appropriate.” Skin treatments at Purotu are done with Eminence, which Travis says, is the number one organic skincare company in the world and the only one clinically proven to work.
When Travis takes me upstairs, I instantly understand why someone may think it is a high-end furniture store. Art is exhibited on the walls from a gallery that specializes in art by very talented handicapped artists. Collaboration with the community in promoting talents and the town is all part of what Travis and Kelli envision. Here makeup artists come for clients, and often do wedding parties. Nails are also done on this upper level. Nails are done in an atmosphere that is so much different than they typical nail salon. Travis says, “Unlike your typical nail salon, it’s very social here. People are talking and our artists use the top nail polish brands, like Opi and Smith & Cult.”
The treatment rooms are places where clients can be given HydraFacial treatment, traditional facials, facial and body waxing, lash lifts, massage and energy healing. Travis says, “Historically we’re all hair, nails, makeup and facial waxing. When we expanded we got into the skin therapy and wellness services.”
Wellness services that are coming soon include three types of massage: Swedish Massage, Deep Tissue Massage and Therapeutic Massage. There will be add-ons to these that include, aromatherapy, reflexology, reiki, CBD oil and others. There will actually be 10 add-on services. Travis explains, “People who are coming will mix the services together—you can have a treatment that lasts two hours.”
Three words define the beliefs, vision and overall ethos of Purotu: Artistry. Innovation. Love. But surprisingly there is another quality that trumps all the others. Kelli says, “The first thing we’re looking for is kindness. If on any day you don’t show up without kindness, you don’t come in. Treating people well is the most important thing in my life. Show up your best, show up to be the best person you can be—not to sound corny, it's just how we roll.”
Travis adds, “We wanted to create a space where it's comfortable to come. Where it's not pretentious. You can be yourself and it's social. We don’t want people coming and feeling like they should just shut up and get their hair done. It's the complete opposite of that.”
Important to Purotu is collaboration among the artists who work there. Travis says, “Sometimes there are three artists working on one person—just because they want to get it right. It’s different and more excellent than having this person doing this and that person doing that. It results in our artists learning from each other and our clients getting the very best service.”
Both Travis and Kelli believe in encouraging growth in their artists, both personal and in their skills. Kelli says, “We do classes outside the salon and inside. So, hair artists from this area and other areas can give classes and take classes and we will host it here.” So besides the informal education gotten by collaboration, there are formal teaching and learning opportunities.
Innovation is an important part of the artistry, innovation, love triad that defines Purotu. Travis wants Purotu to be on the cutting edge of beauty, skin therapy and wellness technology as well as technique. He is constantly researching futuristic equipment that is becoming available, like a meditation pod that a client would go into and be guided into a meditative state and even medical grade therapies. Travis is always on the frontier, looking for new ways to make Purotu even better than it is already.
Kelli loves everything about her art. She loves the products, which are all the best in the industry. They use L’Oréal, R+CO, Blacklight (Oligo) and OLAPLEX. Kelli loves being a hair artist. She says, “I love the creativity and especially the people—just being able to work with people. I love hair—love hair! I have a super passion for it. And I have to say that everyone who works here has the same passion.”
Purotu Salon + Boutique is located at 36 Bridge Street, Frenchtown, New Jersey. To make an appointment at Purotu, call 908-996-0488 and for more information, visit www.purotusalon.com.