Amazing Grace owner Karin Robertson gently massages the scalp of Diane Spencer, a returning client.
Studio 217, opened last Thursday by appointment only. Co-owners Jessica McBride and Kelsie Hill attend to their clients in the new Waukesha salon.
Amazing Grace owner Karin Robertson gently massages the scalp of Diane Spencer, a returning client.
Studio 217, opened last Thursday by appointment only. Co-owners Jessica McBride and Kelsie Hill attend to their clients in the new Waukesha salon.
WAUKESHA — Independent salon owners and hairdressers in the area are proving their resilience and passion as they navigate an evolving beauty industry.
Since the COVID-19 pandemic, small businesses have surged across the U.S., with the beauty industry experiencing significant growth, according to the U.S Department of Treasury.
For many salon owners, the pandemic reshaped their business models, forcing them to adapt in unexpected ways.
Whether they launched their businesses before or after COVID-19, each has a unique story about overcoming challenges and finding success.
Bonita Garcia, owner of Moxie’s Salon at 433 W. Main St., Waukesha, took over the business in 2019 just before the world changed.
She recalls the difficulties of maintaining her clientele through shutdowns and restrictions.
“It was a tough time for everyone,” Garcia said. “Not being able to work meant no income, and working for yourself, you’re not getting any income.”
Garcia also emphasized the changing trends in client preferences post-COVID.
“Because some people hadn’t been in a salon for quite some time, they let their hair color grow out … and they just changed to haircuts, financially that changed things,” she said.
Karin Robertson, owner and stylist at Amazing Grace Salon at 263 South St. in Waukesha, was working in a salon when COVID hit, but when the business shut down, she had no choice but to start from scratch.
“I needed to support three kids and grandbabies, so I started selling things around my house to make house payments,” Robertson said. “I realized I couldn’t let someone else decide whether I was going to work or not. That’s when I decided to be my own boss.”
Always know what your neighbor knows with our newsletters, delivering the latest local news, sports, and breaking stories straight to your inbox!
Now, she provides rental space to other independent stylists.
“They all get to choose their own hours, handle their own taxes, and run their businesses as they see fit,” Robertson said. “That kind of freedom is what many in the beauty industry are looking for now.”
Kennedy Thompson, owner of Beauty By Kennedy, runs her own LLC while renting space at Amazing Grace. She says leaving a corporate environment was the best decision she’s made.
“I’ve made more money, and I’m happier,” Thompson said. “In corporate salons, they control so much, and you end up miserable. Now, I can make my own decisions.”
Thompson acknowledges that starting a business is daunting but encourages aspiring salon owners to take the leap. “Just do it. Sometimes change is hard, but it may get you further,” she said.
Shayla Young, owner of Shay Styled, which operates out of Amazing Grace Salon, was drawn to the flexibility of independent salon spaces. “The old place I was at just wasn’t a great environment,” Young said. “I wanted to do my own thing, have my own schedule, and work in a space that allowed me to be part-time if needed.”
She took a risk by moving to a new location without a guaranteed clientele, relying on word-of-mouth referrals and a handful of loyal clients. “It was definitely a big risk, but thankfully, everything worked out,” she said.
Kelsey Hill and Jessica McBride, co-owners of Studio 217 located at 217 Wisconsin Ave., suite No. 109, opened their salon in downtown Waukesha earlier this month. Their journey was built on years of friendship and a shared vision for what a salon space should be.
“We were the two youngest ones in our previous building and we decided one day, let’s see if we can do this, let’s find a place to own together, and this was it,” McBride said. “It made sense to create something together that aligned with our values.”
Hill emphasized how the pandemic shifted perspectives on salon environments. “In 2021, still thinking about spacing, keeping six feet apart, and private suites made sense because we were still in the unknown,” she said. “But now, in 2025 not only are we looking to get back to what our salon atmosphere always once was, being able to interact with other people, but also I think our clients are ready for a change. They want to have a customized experience, they don’t want to be behind closed doors anymore.”
“I can’t imagine being anywhere else now,” said McBride. Getting back into the rhythm of things Hill mentions, “We’re very much hungry to get back to it, as far as I run my business I want my clients to feel safe and comfortable.”
Success! An email has been sent to with a link to confirm list signup.
Error! There was an error processing your request.
10 things to know this week from the WOW counties (Waukesha, Ozaukee and Washington) sent on Sundays
Get the latest Waukesha County news delivered every day so you don’t miss out on updates.
Have Waukesha County breaking news alerts sent to your inbox as they happen!
At 5:22 p.m. on Tuesday, a caller observed another driver going slowly toward oncoming traffic at West Moreland Boulevard and Delafi… Read moreWaukesha police blotter: March 18, 2025
Your browser is out of date and potentially vulnerable to security risks.
We recommend switching to one of the following browsers:
