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Casal Aveda sold to entrepreneur couple
TRACEY BLAIR
Legal News Reporter
Published: April 30, 2013
They’ve already realized their dream of tackling the Windy City.
Now, husband and wife entrepreneurs Edward and Nancy Brown are hoping to make a name for themselves in southeast Ohio into Pennsylvania.
The Browns, who have the distinction of opening up the very first Aveda school in Ohio, are the new owners of Casal (say kuh-sel) Aveda Institute Austintown, about 10 miles west of the Pennyslvania state line.
The Browns acquired Casal March 1 from their friend Thom Ciarniello, who opened the school in 2003. Ciarniello also owns Casal’s de´ Spa & Salon in Canfield, Encore! By Casal’s in Poland, Ohio, Casal’s de´ Spa & Salon in Howland, Ohio, and most recently the Aveda Institute Las Vegas.
Major companies have recognized Casal Aveda as leaders in the beauty field under Ciarniello.
Meanwhile, the Browns are equally as renown. The couple already operated the Ladies & Gentlemen Salon and Spas in Mentor and Legacy Village, as well as the Brown Aveda Institutes in Mentor and Rocky River, plus the Aveda Experience Center at Summit Mall in Akron.
In November 2010, Ladies & Gentlemen opened in the heart of Chicago’s theater district.
Edward Brown said acquiring Casal Aveda just made sense, even though the couple had never bought an existing business before.
“We were looking for another location near the Aveda Experience Center, and although this is not in Fairlawn or Akron, it’s not real far away,” he said. “Casal Aveda already had a great reputation in the area, and we’re good friends with them. Like us, they also have a no-tipping policy. They have the same product line. They have a very busy business on the spa and hair side at a discounted price. They’re located a few miles from the new casino, and they also draw (students and customers) from Pennsylvania. We just felt like it was a really good fit. It was keeping something that was doing well in that market.”
Like the Brown Aveda Institutes, Casal Aveda Institute is a well-regarded cosmetology school that also serves customers who want a luxurious spa experience at a reduced price.
For instance, a haircut is $10 and includes a complimentary stress-relieving scalp treatment, mini-facial, make-up touch up and hand and arm massage. A pedicure runs $18.50 and color application is $21.
And like at the other Brown-owned salons, no tipping is allowed and only Aveda’s pure plant and flower essence environmentally-friendly products are used.
“Placing students in good Aveda culture is our No. 1 goal,” Edward Brown said. “But Casal’s customers are very happy. (Services) may take a little longer because students are supervised. But if you have a little patience, you can get a great service at a great price.”
At least for now, the Browns have no plans to change the name of the 12,500-square foot school.
“They had a really good reputation,” he said. “It’s darn close to what we’re doing. The curriculum is very similar to ours.”
Nancy Brown said she expects great things from the acquisition.
"We are very honored to welcome Casal Aveda Institute to our family of salons and institutes,” she said. “They have been good friends and fellow Aveda Lifestyle businesses for the past 20 years. We know that together we will each bring a new dimension to our future hairdressers and spa technicians. Living and teaching the Aveda Environmental mission becomes even stronger as we join together."
Casal Aveda has approximately 156 students. Twenty-three employees came with the business.
Like at Mentor and Rocky River, Edward Brown said eventually Casal Aveda students will get ipads for their curriculum.
“We have a working relationship with Apple,” he said. “We try to reduce the amount of textbooks and paper.”
New students will be accepted five times a year at Casal, and a full scholarship is available to the winner of an upcoming style competition, he added.
Casal Aveda Institute is located at 6000 Mahoning Ave. Suite 114 in Austintown. For more details, call 330-792-6504 or visit www.casalaveda.com.