
In the photograph: Julien Farel with Aidee Naranjo, Julien’s right hand at Julien Farel Salon at Capella Pedregal.
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ET: What were some of your goals, and what challenges did you face, in launching your second salon?
Julien Farel: Our goals were to expand our group’s reach by partnering with one of the world’s top luxury hotel brands, as well as to manage our salon consistently with that of our Madison Avenue location, providing incomparable service. The challenges are, and were, making the Julien Farel brand a known brand in the local luxury market, which is extremely strong in Cabo San Lucas. Also, to adjust our service for the vacationing guest for whom time is not a factor; to create a longer, even more luxurious client experience as opposed to Manhattan which is more of a “luxury beauty with efficiency” philosophy!
ET: What’s different about the Julien Farel salon at Capella Pedregal, compared to your namesake salon back in New York?
Julien Farel: The difference is that at Capella Pedregal you can be at the beach working on your tan until five minutes prior to your hair or nail appointment! And you can order a margarita! Our Cabo San Lucas Salon Manager, Stephanie Mille, had been working in our New York City location for eight years prior to Cabo San Lucas, so our New York clients love to see a familiar face. Some of Stephanie’s clients have even traveled to Julien Farel at Capella for their haircuts in an exotic destination, as well as to have an unparalleled experience at Capella.
ET: Can you tell us about some of your celebrity clients? Have any of them paid a visit to the new salon in Cabo?
Julien Farel: Ivanka Trump, Rafael Nadal, Lauren Bush, Salma Hayek, Lea Michele, Cindy McCain and Rachel Hunter. We prefer to respect our clients’ privacy, but indeed many have visited Capella.
ET: How involved were you in the process of opening the new space in Cabo?
Julien Farel: I went for a pre-opening site inspection in late 2008 where my wife and I were trekking through mud with hardhats on! My wife, Suelyn Farel, our Director of Business Development, oversaw the pre-opening process, salon set up, interior design and created and implements our marketing strategy. I hired the salon staff, as well as trained them in New York. We go approximately every 10 to 12 weeks and plan to continue to do so. It is crucial that we are a continued presence in our namesake business.
ET: Had you vacationed in Cabo before you decided to expand your business there?
Julien Farel: No, but I had heard quite a lot about it from many of our clients who love Cabo, its surrounding areas and the guaranteed weather.
ET: Why Cabo, and why Capella Pedregal specifically, for your first salon outside of New York?
Julien Farel: We were interested in Cabo firstly because of Capella, this incredibly powerful and luxurious hotel group. Secondly, there are virtually no luxury hair offerings in Cabo San Lucas and my wife and I thought, “let’s go in and fill the void in this market!”