Strolling through the mall one day I came across a new business that led to a screeching halt and a pause to make sure seeing was believing, or maybe believing was the result of seeing.
There is was. Settled neatly along the main hall at Sikes Senter Mall was a barber shop.
Not a beauty salon. No facials, manicures or pedicures.
The sign said BG’s Barbershop. Four of its five chairs were active, and no two men’s haircuts looked exactly alike. All were trendsetting styles, cut and crafted within the scope of retail and eatery locations, all as evidence of a growing phenomenon of modern barbering.
Since barbershops have never completely gone away, this can’t be called a comeback. It’s more of rejuvenation. During the past few years many men and boys, young and old, have been looking for more than a simple haircut.
They want something that fits their lifestyle and as a result the men’s grooming industry is projected to grow from $20.3 billion in 2015 to $26 billion by 2020. “Forbes” magazine considers barbering one of the fastest growing professions in the U. S.
BG’s owner, Talia De La Mora, understands that the profession’s growth is directly linked to being skilled at styles old to new and giving customers what they want. Whether it is stubble or beard care, degrees of taper and fade, stylish comb over, quaffed hair, slick back or a simple buzz cut, it all adds up to a cultural resurgence.
Mora came from a family of experienced barbers, “So I grew up hoping to one day own a shop,” she said. “We lived in Albuquerque and eventually looked at different locations to live and set up shop in New Mexico, Lubbock and Amarillo.”
Nothing worked out. They wanted to take a trip to Dallas and consider settling there.
“However, we were about to pass through Wichita Falls when we decided to stop for a few hours and just look around,” she explained. “The longer we looked, the better we liked it. The more people we met, the friendlier the town seemed.
“We found Wichita Falls to be a clean, nice city to raise a family, and so, here we are. It’s a good size. There is plenty to do and we feel safe and secure. We couldn’t be happier. It’s a great place, and we are eager to connect with the city by getting involved and giving back.
“We have a great military base here, and we’re just a few blocks from Midwestern State University. We offer military and senior discounts and now and then we’ll run specials. For this alone, Sikes Senter is an ideal location.
“Any kind of service-oriented business like a beauty salon or a barbershop can help spur new entertainment, restaurants and retail stores and bring traffic back.
One day a man entered the shop and asked if he could get a flat top. A young stylist seemed puzzled. However, Talia’s father, who has been cutting hair for years, overheard the request and said, “Send him back here.” Eventually, the customer looked in a mirror and ran a palm across a perfectly constructed 1950s flat top.
Where there is a hairstyle need, Mora smiled and said, “We aim to please.”
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