In Saint-Dizier, the Aurea show, with Gaëlle Hubert and Nicolas Duffosé, demonstrate that well-managed diversification, accompanied by training, can be a relevant solution for sustaining an activity in the city center.
Nothing is inevitable; even the decline of city center commerce. In the heart of Saint-Dizier, the Aurea salon is a perfect example of successful diversification. The experience of Gaëlle Hubert and her team is food for thought.
When she takes over the salon, in June 2022, it is “just” a hair salon. Twelve months later, Gaëlle and Nicolas decide to change everything. All ! She imagines, she draws, she projects; the spaces, the light, the colors, the scents.
Last January, they enriched the service offering with an aesthetic part. They are mainly betting on innovation to set up a “head spa”: it is the Western variation of a traditional Japanese massage from shiatsu: a cranial massage which uses very precise points of the head: this activates blood circulation, hair growth; this acts on certain forms of migraines or even on tinnitus. Relaxing effect guaranteed. But to offer this new service, Gaëlla had to fundamentally modify her living room. Two new rooms have been created at the back: one for the head spa itself, a second which acts as an airlock for clients, at the end of their treatment, which lasts around an hour. The feminine imposes itself here on “clients” as women dominate, even if there is nothing stopping men from trying this experience of well-being. This head spa opened in March. The three employees were involved in the project, and were trained for this purpose.
The salon is also involved in another specialized branch: supporting sick people, by offering total or partial hair prostheses (wigs) and turbans.
The positioning of the establishment has changed: from a hairdressing salon, it has become a beauty and well-being institute… which is also a hairdressing salon!
