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Edmund James – Creating Comfort for the Client, A Home Away from Home
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By Amy Poliakoff
certain look cannot be for everybody. I look at a client and bring out the best style for their face, eyes and their skin tone. You must determine what is right for the client,” said Edmund Soriero. As founder of Edmond James salon, Soriero understands that fully creating the right look for clients is not just about trends, it is about creating an individualized look with attention to detail. For over 13 years, Edmund Soriero and his salons, Edmund James, have served an international and Palm Beach community through building a family. With two locations, one in Wellington and one in Palm Beach Gardens, Edmund James is a full-service salon with over 30 stylists who have all known each other for over 16 years. Edmund James is a home away from home because it is family oriented. The beauty of Edmund James is that Soriero’s brother is the manager, his wife takes care of everything on the back end, his daughter runs the Wellington salon and his other daughter runs the social media. Edmund James even features a custom barber shop in the back of their Palm Beach Gardens location where his father offers custom and traditional detailed old school barbering. Among the stylists, working at various levels of seniority, are relationships based on family. Mothers and daughters, cousins and sisters and husbands with wives are all working together in the family
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Metropolitan Magazine Palm Beach | Metmagny.com
that Edmund Soriero has created. Edmund James is about building strong bonds creating a comfort for the client. “The first time I see you, you are my client, the second time I see you, you are my friend,” said Soriero. Giving his cell phone number out to his clients, Soriero will always make sure to find time for everyone, even when fully booked. Celebrity stylist, Soriero can be found behind the chair for custom cuts and blow-drys every day of the week. Starting his career at the Peter Coppola salon in NYC, Soriero worked alongside other celebrity stylists such as Sally Hershberger, Kevin Mancuso, and Oscar Blandi. Following Blandi to the Plaza Hotel, Soriero solidified himself as one of the top stylists. Before moving to Florida and opening his locations and being recognized as the best salon in Palm Beach by In Style Magazine, Soriero conquered the haircare industry of NYC by also working at Luis Licari salon and styling many celebrities including Michael J. Fox, Jennifer Grey, Calista Flockhart and Sally Wheeler, to name a few. Having worked with Wilhemina and Ford models along with television personalities, Soriero understands excellent hair care. “With the heat of Florida and clients being active outside, I truly recommend moisturizing shampoos and