A Place of Their Own Upscale salon caters to men-only clientele. BY KIMBERLY A. PORRAZZO If you’re a man, Krista Martin is waiting for you. The 36-year-old former marketing executive quit her corporate job two years ago and fulfilled a lifelong dream, creating a salon just for men. "My grandmother was a stylist. My mother was a stylist ... I think it was a natural progression," Martin says from a comfy, oversized leather chair in the lobby of her Irvine salon, Metro for Men. The Laguna Niguel resident used to work as a stylist in San Francisco. "That’s when I knew I wanted to focus on men, but in a very upscale and masculine environment that was just for them." She has created just that. Her male clientele, most in their mid-40s and, according to Martin, with six-figure incomes, enjoy more than just a haircut and shave. Each station features old-style, black leather barber chairs and individual TVs with more than 500 channels to choose from. Gents can grab a Sierra Nevada or a glass of Pinot Grigio from the lobby refrigerator and flip channels to their hearts’ content while getting a haircut, a straight-edge shave, or having their gray blended a bit. Clients can also take advantage of what Martin claims is "the best shoe shine in Orange County," or, get fitted for a custom sport coat in the recently-added custom clothier area. Cigars are also available and can be enjoyed on the salon’s patio. Why men-only? "For me, it was the conversation," Martin says. "Men are very direct. They’ll tell you what they want, how they want it, when, and where ... I enjoy their company." According to Martin, the single biggest difference between male and female clients, is that men consider it a necessity. "I think men understand that it’s something that they have to have, whereas for women, we think of it more as a perk." Adding services for women in order to increase revenues isn’t an option for Martin. "Financially, that’s not the driver for me. It’s really the environment. This is so comfortable. I don’t feel like I’m missing out on anything at all ... The men that come here ­ they love this place. They want a place of their own." Martin believes it actually costs more to run her men-only salon than a salon for women. Despite the array of products that a women’s salon must have on hand for a female clientele, the amenities Metro for Men includes increases operating costs. But Martin believes that’s what her clients expect. "Between the satellite TV and a staff member to shine shoes, we have a lot more that adds value. Our beer and wine .... We don’t spare any expense." Another touch: Two shampoos, before and after the cut, allow clients to return to work without any stray hairs. And every service is concluded with a hot towel treatment, a fluffy white towel steamed with an herbal scent. Clearly men enjoy being pampered, too. The average sale at Metro for Men ranges from $45 to $60. "We do a lot of gray blending and a lot of highlighting... What’s so great is men are willing to try something new, especially when they’re in an environment that they feel so comfortable in." OCM
At metro, we speak male, think male, know male!