Support Small: Southwest Hair & Day Spa

Southwest Hair & Day Spa

Under New Ownership

By Lindsey Coleman | Photos provided Southwest Hair & Day Spa, a salon on the southwest side of Fort Wayne, is under new ownership — and its new owner is all about intentional relationship and impact, hoping to change the narrative around the industry.

Jonelle Fedock

Owner Jonelle Fedock is no stranger to the beauty industry as a Business Partner with SalonCentric, a wholesale salon supply company, where she’s had the opportunity to form relationships with salon owners and professionals across the area. “Shirley [former owner of the salon], came to me in February, saying she was ready to sell the salon and asked me to put some feelers out to my network in the industry. Since COVID, I had been feeling the desire to do something that allowed me to form deeper connections with people alongside my job with SalonCentric. When I heard this salon was available, I truly felt God’s presence in presenting this opportunity, so we decided to buy it,” Fedock said. Fedock believes this is a chance to fulfill God’s purpose for her life— one where she can pour into both the guests and service providers. One of her main goals is to flip the narrative around the beauty industry and its most common misconceptions: beauty professionals can’t make much money and aren’t “professionals.” For an independent stylist, for example, she says the take home pay is only 44 percent of the cost of service, on average. Out of any service price, a service provider may have to cover booth rent, product, water, insurance, student loan payments, licensing, tools, and more. However, Fedock believes that by properly pouring into the marketing funnel and teaching her employees how to advocate for themselves and their work, she can help create opportunities for increased business to the point of completely full schedules for all the salon’s service providers. “You would never walk in and ask for a lower price at the dentist or at the mechanic. Why do you ask your beauty professional to undervalue their service? My goal [with the salon] is to come alongside my service providers to encourage them to believe in themselves, learn how to market themselves and their work, and from there develop a career,” Fedock said. The long-term goal for the salon? Expand business to the point the building is bursting at the seams—so much so that they have to build on to the building and expand to a point where service providers want to work at Southwest Hair & Day Spa because of the mentorship its employees receive. “I would love to invest in all of these beauty professionals who come through my doors to help them reach a point that they outgrow me, outgrow this salon, and fall in love with all that a career in this industry can be,” Fedock said. Southwest Hair & Day offers hair, nail, massage, and esthetics services, and sells a wide variety of beauty products. a