.bodytext {float: left; } .floatimg-left-hort { float:left; margin-top:10px; margin-right: 10px; width:300px; clear:left;} .floatimg-left-caption-hort { float:left; margin-bottom:10px; width:300px; margin-right:10px; clear:left;} .floatimg-left-vert { float:left; margin-top:10px; margin-right:15px; width:200px;} .floatimg-left-caption-vert { float:left; margin-right:10px; margin-bottom:10px; font-size: 10px; width:200px;} .floatimg-right-hort { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 300px;} .floatimg-right-caption-hort { float:left; margin-right:10px; margin-bottom:10px; width: 300px; font-size: 10px; } .floatimg-right-vert { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 200px;} .floatimg-right-caption-vert { float:left; margin-right:10px; margin-bottom:10px; width: 200px; font-size: 10px; } .floatimgright-sidebar { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 200px; border-top-style: double; border-top-color: black; border-bottom-style: double; border-bottom-color: black;} .floatimgright-sidebar p { line-height: 115%; text-indent: 10px; } .floatimgright-sidebar h4 { font-variant:small-caps; } .pullquote { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 150px; background: url(http://www.dmbusinessdaily.com/DAILY/editorial/extras/closequote.gif) no-repeat bottom right !important ; line-height: 150%; font-size: 125%; border-top: 1px solid; border-bottom: 1px solid;} .floatvidleft { float:left; margin-bottom:10px; width:325px; margin-right:10px; clear:left;} .floatvidright { float:right; margin-bottom:10px; width:325px; margin-right:10px; clear:left;} Jana Van Polen has worked at Bella Salon and Spa for 19 years. She began as a hairdresser, became a manager and now she’s the co-owner.

“The opportunity came to watch other people progress as I did and I knew that (owning Bella) was what I wanted to do,” Jana said.

Eight years ago, Jana and her husband, Doug Van Polen, bought Bella Salon, and since then have expanded the business and built four new stores.

Van Polen Inc. Salon Collection became one company with three concepts and five locations (most recently a second Bella Salon and Spa in Johnston) to serve niche beauty markets in Greater Des Moines; the owners also are looking to expand into Nebraska and Missouri.

“We wanted to accommodate every market in the industry,” Doug said. “Completely different clients go to each of the different stores.”

The Bella Salon and Spa targets the high-energy, edgy beauty niche; the Serenity Aveda Lifestyle Salon provides a soothing, tranquil environment for consumers; and Signature Male Barber Day Spa is a sophisticated and subdued location that offers products and pampering to male patrons. Specialized locations allow clients to choose what makes them feel comfortable, Jana said.

The vision for Van Polen Inc. as a whole is to “fulfill dreams through the art of beauty and well-being.” Though each store serves its own purpose, the goal is the same, Doug Van Polen said.

The stores run by the Van Polens meet many Central Iowans’ beauty preferences, but other beauty concepts, products and services are provided by businesses throughout the area.

Three months ago, Greater Des Moines saw the local debut of Beauty Brands’ Salon.Spa.Superstore, with headquarters in Kansas City, Mo.

Beauty Brands Chief Operating Officer David Bernstein said the new location was a “natural progression” because the company had employees and customers who were familiar with Central Iowa.

“Significant growth in the community (made the market appealing),” Bernstein said. “The customer demographics mirrored those in the retail areas we were already trading in.”

Beauty Brands provides a relaxing experience, Bernstein said, with a full-service salon and spa and retail environment for customers all under one roof.

A second Sahar’s

Sahar’s Continental Shops provides a comprehensive mix of beauty products and services, from skin and hair to toes and clothes. Located at 4100 Westown Parkway in West Des Moines, Sahar’s features a salon and day spa, medical beauty treatments and a fashion gallery.

“People like to come and be pampered,” said Sahar Al Shash, owner of Sahar’s. “Someone does their hair and makeup, and they can shop for a new wardrobe at the same time.”

After observing the growth and expansion of the Des Moines area, Al Shash opened a second location near Jordan Creek Town Center last year. Because of the proximity to the mall, Al Shash said, she excluded the fashion gallery, but added new spa services for the store.

Carol Smith, stylist and owner of New Impressions Spa Salon, dreamed of owning her own salon and spa since age 10. Settled into her current location for almost 10 years, Smith has steadily expanded her business, services and managerial skills.

Though each salon and spa has a distinct environment, every business works to accommodate the needs of consumers.

“It is all about customer needs,” Bernstein said.

When the owners of Beauty Brands developed its concept, they questioned potential customers, determined their interests and evolved, Bernstein said. Beauty Brands provides a convenient, comfortable experience for its customers.

Al Shash wanted to localize the spa experience, bring a part of her travels and create a unique service for Greater Des Moines.

“Spas used to be for people who traveled and stayed in resorts. Now people want (to go to the spa) after a hard day’s work or to relieve stress,” Al Shash said. “Now, they can get it all in one day.”

Smith believes that comfort is essential for all her guests at New Impressions, whether it’s an escape after a long day or complete knowledge and confidence in the service.

“Anybody can cut and color hair; you have to create an experience,” Smith said. “Life is so fast; people need a place where they feel comfortable.”

Salons and spas offer more than services and products; they create an experience.

“Coming in has an added value. You can have coffee at home or you can go to Starbucks and smell the aromas and experience the atmosphere,” Jana Van Polen said. “It is the same with salons and spas.”

Educating employees and clients

Education is a key element in local salon and spa businesses.

The Van Polens are working to expand beyond their existing services and open an Aveda Institute in Central Iowa. They want to help support the dreams of their employees, educate, increase integrity within the field and fully prepare students for the job market, Doug said.

“We want to help these young, smart, energetic kids succeed. Their success is our success,” Jana said.

Smith and New Impressions employees attend classes and lectures to continually improve their business.

“We attend a lot of classes, not only to keep up on trends, new looks and services, but also on conducting ourselves as good professional people,” Smith said.

In addition to owners and employees, clients also can be educated on beauty.

“We provide the experience for them come and learn,” Al Shash said. “It is not just pampering; we teach them how to improve themselves.”

Salon and spa businesses keep up with the latest trends by listening to customers, watching the media and attending conventions.

Signature Male’s newest service is hair restoration. Sahar’s offers Japanese and Moroccan baths at its new location. New Impressions is creating symmetry in hair color to create an entire look. Beauty Brands is now providing prescription nails, a shorter, healthier alternative to acrylic nails.