By Jennifer Marino
Leonardo's first opened in June 1972, just about the time when James was starting a family with his wife, Enrica, who is the colorist at the salon. It turns out that the family was great for business. His daughter Annmarie, the senior stylist, plans to take over the business someday and his son, Leonardo, along with his namesake, Bilello's late father, provided the name for the salon. Many people assume it's Bilello's last name and sometimes call asking for Mr. Leonardo.
Customer loyalty has been a key factor to the salon's success. James has cut the hair of five generations of the Krisner family, including Janet Krisner, her mother, her grandmother, her son and her grandchildren. Bilello credits constant education with keeping the salon versatile, contemporary and able to please five generations.
My concept of the salon is to have a very strong educational program. It helps you not to be stale, to keep the passion alive in the profession, said Bilello. The staff has studied in France, Manhattan, Los Angeles and Las Vegas. Enrica Bilello is a member of the American Board of Certified Haircolorists. The staff has received training from Paul Mitchell and George Michael. Always on the cutting edge, Leonardo's has had a website (www.leonardos.net) for about 10 years.
Gail Dwyer has been a client for 18 years and her daughter goes to Leonardo's too. The hairstyles are up to date, not expensive and I never wait, she said. She also calls the staff celebratory people saying that they dress up for holidays, in red, white and blue for Fourth of July for example.
Bilello also keeps clients happy in smaller ways. He decorates for every holiday and serves champagne while bridal parties are styled. The salon sends birthday greetings to its customers, reminders when a hair cut is due, thank-you notes to first-time clients and $5 coupons to those that recommend new customers. His staff even dresses up on Halloween customers vote on the best costume.
The salon also participates in many charity events including Locks of Love and a cut-a-thon for Elizabeth Taylor's AIDS charity. Recently Leonardo's donated baskets with gift certificates and products to the We Care RVC Fund to be given to the wives of those lost in the World Trade Center attacks.
All this hard work has paid off, the salon was named Salon of the Year in the 1980s and it has been featured in numerous trade magazines.
Bilello credits his staff, some of whom have been with him for over a decade. It's your staff that makes you a success. Any general without his troops is nothing, said Bilello.
