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Small Business Week Magazine
Twin West Chamber of Commerce
May 2002
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By Mary Coones
 Were about not just delivering a great haircut, but taking care of people," espouses Diane Keller, owner of the New Reflection Spa Salon in Plymouth. "Our goal is to have the client excited about their time with us know they already have great trust in the technical delivery, so they are focused on total relaxation no matter what the service they are receiving."
Keller started her business in 1979 in Maple Grove, and relocated to Plymouth in 1999. In the early 90's as she expanded to blend the nurturing business of Spa with the fast pace service of hair design Keller realized a strong need to change the way she did business. Commission pay has always been an industry standard, but provided her with many roadblocks in having staff serve all clients equally, not just their own. The team is now compensated as either hourly or salaried. Their technical skills are evaluated, as well conduct, for raises, bonus, etc.
New Reflections then streamlined their product line and became single-line focused as an AVEDA Life style Spa Salon practicing sound environmental practices.
With this newly instituted concept of client sharing came more administration to support the individual staff growth. A leadership committee was formed, which developed into five departments: HR, Finance, Guest Services, Marketing, and Education. With strong focus in each department, the bottom line was improved. A program for skill certification was then developed, as well as advanced education programs. New Reflections met the needs of clients by expanding hours; adding additional phone lines in a separate booking room for appointments that provided a balance of technological efficiency with personal touch. Clients also enjoy he benefit of a club card for additional "perks" in the store. An AVEDA Advisor was hired to offer clients make-up touch-ups, sensory journeys, hand massages and advice on their purchases.
May 15, 2002 Metropolitan Ballroom & Club, Golden Valley, MN
Diane Keller Selected as Entrepreneur of the Year: 2002
"The Many Hats of Small Business" Award ceremony Luncheon hosted by TwinWest Chamber Small Business Week
Award presented by Emcee Don Shelby, WCCO-TV news Anchor. [ www.twinwest.com]
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The results? A team focused and thinking in one consistent direction of serving and supporting the client as well as each other. "It is the power of the group acting as one," explains Keller. 'The concept has always been there, but never fully implemented until the changes in compensation and leadership division occurred." Keller then saw her company generate tremendous growth in salon customers and employees. "Care about the people first, and the money will follow," she believes strongly; not surprised by the growth numbers after implementing the changes.
Diane Keller has also reached out to the community, and is proud of the hard work garnered with the Hubert H. Humphrey Cancer Program, which has evolved into North Memorial Complementary Care Program. "Through the experience of several staff having breast cancer, we knew firsthand the importance of being nurtured and self-care during difficult times. We not only have raised money to support complementary care, but are active partners in volunteering in the HHH Cancer Center to provide massage, modified pedicures and hand massages while patients are actually receiving there treatments." she details.
This is an exciting business" continues Keller. "It goes beyond the technical service it's about sharing knowledge with each other and our clients to improve the way we look and feel. As we grow, my biggest challenge is to keep the concept of a small business where staff realize they are taking and being acknowledged for making a difference, as well as for the client to experience an environment where everybody knows your name. That is our critical point of difference that we work on every day."
My strength is with the people who work at New Reflections, as well as our guests who visit. 'They are family," Keller proudly admits.
For more information on Small Business Week Magazine visit: www.twinwest.com
Locations:
NEW REFLECTIONS SPA SALON
Plymouth Town Center
3530 Vicksburg Lane, Plymouth Minnesota 55447
NEW REFLECTIONS SPA SALON
Minnetonka Ridgedale Center
12351 Wayzata Blvd., Minnetonka, MN 55305
NEW REFLECTIONS SPA SALON
Maple Grove The Fountains at Arbor Lakes
11620 Fountains Drive
Maple Grove, MN 55369
(763) 559-3185 phone
www.newreflectionssalon.com
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