Keeping business going, one strand at a time

Published Jan. 27, 2009
The Enterprise of Brockton, Mass.
womynzone
By Elizabeth O’Hara
Special to The Enterprise
ABINGTON — The salon is buzzing with lively chatter on a Saturday morning. The air smells of hair products. Foils are ruffling in the background.
But this is no chi-chi salon. Run out of the basement of Gayle Cronin's Abington home, Studioo 23 is more "Steel Magnolias" than Newbery Streeet.
Cronin, 27, is a new breed of of businesswomen who set up shop at home.
The business is one of the millions now owned by women in the country.Women-owned firms are keeping pace with all firms, according to the Center for Women’s Business Research.
And those businesses are keeping other people employed.The center estimates that of the 10.1 million of firms women have at least a 50 percent stake in, at least 13 million people are employed.
Those businesses generate nearly $2 trillion in annual revenues.
Cronin’s business started slowly and had roots in another woman-owned business.
Previously called Lorraine’s in Whitman, Studio 23 started in 2001 by Cronin and two of her classmates from South Shore Vocational Technical High School in Hanover.
The previous owner had turned the studio in Whitman — along with many of her clients — over to Cronin.
“You can’t beat the prices and they are so friendly,” said Maureen Bierwert, 54, a former Lorraine’s patron.
As her business developed, Cronin decided she needed a better space and moved into a small studio on North Avenue in Abington. Nearly all of her clients followed.
Erin Bierwert, 18, of Whitman is one of Cronin’s loyal clients and had also been a client at Lorraine’s.
“They actually listen to what you want done and they’re so friendly,” Bierwert said.
The staff is what draws people from neighboring communities, several said.
“The girls are great. I love what they do with my hair and they’re always so helpful and friendly,” said Meghan Moore, 19, of Plymouth.
Business was great but with a husband and son, Cronin said it was a lot to juggle and sometimes was a struggle.
“I wanted to feel like I could easily manage both my family and my business,” said Cronin.
So, in 2007, she moved Studio 23 in the basement of her newly built house in Abington. Both Cronin and her clients say the the new location is great.
“Oh, I love the new space,” said Maureen Bierwert.
With her business downstairs, Cronin said she has struck the right balance between work and family.
“It’s a lot easier. I feel like I can do both now,” said Cronin.
Still a growing business, Studio 23 has become a comfortable place, several clients said .
“It’s like one of those beauty salons you see in movies where everyone in the place knows your name,” said Bierwert.
The inscription on the wall as you’re sitting down to get your hair done says “Live well, love much, laugh often.”
It is a philosophy embraced at the salon, several said.
“It’s great. It’s not like one of those intimidating, intense beauty salons where they’re all business,” Maureen Bierwert said.
Kelly Gorman, a freshman at Stonehill College in Easton, said she was struck by how friendly everyone was when she went there.
“They’re awesome. I actually was there the other day and they offered me cake from Gale’s birthday,” said Gorman.
Cronin said it is all about enjoying what you do.
“I love my job. At the end of the day, I know that I own my success. Even when the economy goes bad, I know that I depend on myself for my paycheck,” said Cronin.